Marketing Principles and Practice (BUSS-10004) -Summer-2020-CW 1-QP
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Instructions to Student Answer all questions.
Deadline of submission: 24/08/2020 23:59
The marks received on the assignment will be scaled down to the actual weightage of the assignment which is <50> marks
Formative feedback on the complete assignment draft will be provided if the draft is submitted at least 10 days before the final submission date.
Feedback after final evaluation will be provided by 07/09/2020
Module Learning Outcomes The student achieves the following LOs by completing the assignment successfully
1. Identify the role of marketing within the context of organization and the different business orientations that a business can adopt
2. Demonstrate knowledge of the foundations of marketing and have an understanding of the fundamentals marketing philosophy embedded in ethics
3. Demonstrate understanding and application of the marketing mix
Assignment Objective
The aims to provide a basic understanding of the nature, scope and purpose of marketing in an organization, to
identify the main theoretical concepts behind the practice of marketing,
IN SEMESTER (INDIVIDUAL) ASSIGNMENT
Module Code:BUSS 10004 Module Name: Marketing Principles and Practice
Level: 1 Max. Marks: 100
Marketing Principles and Practice (BUSS-10004) -Summer-2020-CW 1-QP
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Assignment Tasks
INDIVIDUAL WRITTEN REPORT [100 marks]
You need select an established Omani organization and it can be large or small medium enterprise( exclude Oil
& gas, construction, shipping, air transport, education sectors) which focus more on Omani product and services.,
the organization intends to enter into a new market in other country mainly the GCC countries due to their
successes in their current markets segment over the past several years. Plans for further expansion are hence
currently being considered. You are required to identify a prospective market and develop a report for the chosen
organization.
You will conduct background research (secondary research – journal articles, industry magazines, websites, news
reports) into the product area, the chosen market, conduct a PESTEL analysis of one country within the GCC
Market other than Oman and outline major elements of the environmental analysis.
You will be required to understand the potential consumer market to identify a target market (through the
segmentation process).
The Plan should include the following sections:
• Executive Summary
• Marketing objectives
• Consumer Behavior analysis
• PESTEL analysis
• Marketing strategies:
Market Segmentation Strategy
Market Growth Strategy
4Ps
• Evaluation and recommendations
(Approximately 1,000 words)
Rules & Regulations:
All resources should be cited using CU Harvard style.
The final assignment must have a Title page, Table of Contents, References/ bibliography using CU
Harvard Style and page numbers.
Title Page must have Assignment Name, Module name, Session, your name, ID, and the name of the
faculty.
Softcopy in word format is to be submitted through Turn tin link on Moodle.
Viva will be conducted after the assignment submission as per the dates informed earlier.
Guidelines:
Marketing Principles and Practice (BUSS-10004) -Summer-2020-CW 1-QP
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Assignment must be computer typed.
Font – Times New Roman
Font – Style – Regular
Font – Size – 12
Heading should be with Font Size 14, Bold, Capital and Underline.
You can refer books in eLibrary or use internet resource. But you should not cut and paste material from
internet nor provide photocopied material from books. The assignment answers should be in your own
words after understanding the matter from the above resources.
Marking criteria:
Marks
Executive Summary 10
Marketing Objectives 10
Consumer Behavior 10
PESTEL analysis 15
Marketing Strategies-
Market Segmentation strategy 10
Market Growth Strategy 10
4P’s 10
Evaluation and recommendations 10
Presentation of Report (Format , In Text Citations &
Referencing
5(Format) & 10
(Citations and
Referencing)
Important Policies to be followed
1. Student Academic Integrity Policy*:
MEC upholds the spirit of academic integrity in all forms of academic work and any form of violation of
academic integrity shall invite severe penalty. Any benefit obtained by indulging in the act of violation of
academic integrity shall be cancelled.
All cases of violation of academic integrity on the part of the student shall fall under any of the below
mentioned categories:
1. Plagiarism
2. Malpractice
Marketing Principles and Practice (BUSS-10004) -Summer-2020-CW 1-QP
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3. Ghost Writing
4. Collusion
5. Other cases
If the student fails a module and has a proven case of academic integrity violation in this module, the student
is required to re-register the module. This is applicable to first and second offenders of plagiarism.
1. Plagiarism
A. First offence of plagiarism
I. If a student is caught first time in an act of plagiarism during his/her course of study in any
assignment other than project work, the student will be allowed to re-submit the assignment once,
within a maximum period of one week. However, a penalty of deduction of 25% of the marks
obtained for the resubmitted work will be imposed.
II. Period of re-submission: The student will have to re-submit the work one week from the date he
or she is advised to re-submit.
III. If the re-submitted work is also found to be plagiarized, then that assessment will be awarded a
zero mark. Re-submission of the work beyond the maximum period of one week will not be
accepted and the assessment will be awarded a zero mark.
B. Second offence of plagiarism
If any student is caught second time in an act of plagiarism during his/her course of study (in a subsequent
semester), the student will directly be awarded zero for the work in which plagiarism is detected. In such
cases, the student will not be allowed to resubmit the work. A warning of suspension shall be issued, and
student has to sign an undertaking and undergo counselling session in such cases.
2. Malpractice/Ghostwriting/Collusion
A. First offence of Malpractice/Ghostwriting/Collusion
If a student is caught in an act of Malpractice/Ghostwriting/Collusion for an assessment component
irrespective of coursework or end semester, the student shall fail the module and shall be required
to re-register the module
B. Second Offence of Malpractice/Ghostwriting/Collusion
If a student is caught a second time in an act of Malpractice/Ghostwriting/Collusion for an
assessment component irrespective of coursework or end semester, the student shall fail the
module. A warning of suspension shall be issued, and student has to sign an undertaking and
undergo counselling session in such cases.
3. Third Offence of Academic Integrity Violation
If a student is caught a third time in an act of Academic Integrity Violation for an assessment component
irrespective of coursework or end semester (in a subsequent semester), the student shall fail the module and
also shall be suspended for one semester from the College, as recommended by institutional level academic
committee, Chaired by the Associate Dean, Academic Affairs.
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4. Fourth Offence of Academic Integrity Violation:
If a student is caught a fourth time in an act of Academic Integrity Violation for an assessment component
irrespective of coursework or end semester (in a subsequent semester), the student shall fail the module and
also shall be expelled from the College, as recommended by institutional level academic committee, Chaired
by the Associate Dean, Academic Affairs.
5. Other cases
If a student commits an act of academic integrity violation as per the definition of “other cases” mentioned
in the previous section or of a different nature, student’s case shall be forwarded to an institutional level
academic committee, Chaired by the Associate Dean, Academic Affairs. The committee shall investigate the
case by means of a viva and/or a disciplinary hearing and shall take appropriate decision. The penalty that
can be granted to a proven case of academic integrity violation which falls in this category of “other cases”
can be a warning/component zero/ module fail/suspension/expulsion depending on the nature and gravity of
the offence.
6. Types/Variations of Cases:
I. If plagiarism is detected in any component of one assessment, the deduction in marks will be applicable
for the whole assessment, even if only the component or part submission alone needs to be resubmitted.
II. If plagiarism is detected in a group assessment, all students of the group will be considered as having
committed an act of plagiarism and the policy will then be applied to all students
III. If plagiarism is detected in any component of a group assessment, the deduction in marks will be
applicable for the whole assessment even if only the component or part submission alone needs to be
resubmitted.
All students of the group would be considered as having committed an act of plagiarism and the policy
will then be applied to all the students of the group.
IV. If the assessment consists of components or part submissions that could be a group assessment component
(e.g. group assignment) and an individual assessment component (e.g. individual reflection), the following
will be applicable:
a. If plagiarism is detected in the group assessment component, all students of the group will be
considered as having committed an act of plagiarism, The policy will then be applied to all students
of the group. Group assessment component will be resubmitted as per the policy.
b. If plagiarism is detected in the individual assessment component, the individual assessment
component will be resubmitted and the policy will then be applied to that student alone.
c. For both (a) and/or (b), the deduction in marks will be applicable for the whole assessment.
* for further details Refer to MEC Student Academic Integrity Policy in Student Handbook.
2. Late Submission Regulations:
It is the students’ responsibility to check all relevant timelines related to assessments.
As per the Assessment Policy at MEC, late submissions are allowed for one week (5 working days) for
all UG modules with a penalty. In such cases, a deduction of 5% of the marks obtained for the submitted
work shall be imposed for each working day following the last date of submission till the date of
actual submission. Assessment documents submitted beyond a period of one week (5 working days) after
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the last date of submission will not be accepted and will be awarded a zero for that assessment. In cases
where the submission has been delayed due to extenuating circumstances, the student may be permitted
to submit the work without imposing the late submission policy stated above. The extended period of
submission will be one week from the original last date of submission. In such cases, the student is
expected to submit the supporting certificates on or before the original last date of submission of the
assessment and the decision of extension rests with faculty responsible for the assessment .The late
submission policy shall be applied if the student fails to submit the work within one week of the original
last date of submission.
Students may contact their teachers for clarification on specific details of the submission time if
required.
3. Research Ethics and Biosafety Policy
To protect and respect the rights, dignity, health, safety, and privacy of research subjects involved
including the welfare of animals and the integrity of environment, all student projects are expected to be
undertaken as per the MEC Research Ethics and Biosafety Policy. Accordingly the following shall apply.
Research and other enterprise activities shall be conducted by maintaining the high ethical standards
consistent with national and international standards and conventions.
Any research at MEC that is categorized as high-risk research shall be subject to review and approval by
the Research Ethics and Biosafety Committee.
Research activities involving collection of human or animal tissues and manipulation of microbial, animal
or plant cells shall be subject to review and approval by the Research Ethics and Biosafety Committee.
Participants involved in research must be informed about the purpose of research and intended uses of
research findings. Written consent must be obtained from people involved prior to the commencement of
research.
Data obtained from participants must be treated with high confidence and should be used only for the
intended purpose of research.
Assessment Evaluation Criteria
Classification
And % Range <to be given
as per requirement> Reflection and critical
analysis. Knowledge and
Understanding/
Application of Theory Evidence of Reading Referencing and
Bibliography Presentation, Grammar and
Spelling
Outstanding
Highly competent analytical skills and reflective practice,
demonstrating personal
learning and growth, insight
into required professional values and principles and
professional development
planning.
Extensive knowledge and depth of understanding of
principles and concepts and
/or outstanding application
of theory in practice.
Evidence of reading an extensive range of
educational
literature/research and
where applicable workplace strategies, policies and
procedures.
Accurate referencing and bibliography correctly using
appropriate referencing style
Excellent presentation, logically structured, using
correct grammar and
spelling, excellent cross-
referencing and links to supporting evidence
Excellent
Strong analytical skills and reflective practice used,
demonstrating personal
learning and growth, insight
into required professional values, principles and
competencies and
professional development
planning.
Excellent knowledge and understanding of principles
and concepts and /or
excellent knowledge and
understanding of the application of theory in
practice
Evidence of reading a wide range of educational
literature/research and where
applicable, workplace
strategies, policies and procedures.
Appropriate referencing and bibliography correctly using
appropriate referencing style
Good presentation, competently structured,
using correct grammar and
spelling, clear and easy to
use links to supporting evidence
Very Good Quality
Good use of analytical skills and reflective practice
demonstrating personal
learning and growth, insight
into required professional values, principles and
Good knowledge or key principles and concepts
and/or good knowledge of
the application of theory in
practice
Evidence of reading a good range of educational
literature/research and where
applicable workplace
strategies, policies and procedures.
Generally well referenced with correct use of the
appropriate referencing style
Reasonable presentation, completely structured,
acceptable grammar and
spelling, acceptable links to
supporting evidence
Marketing Principles and Practice (BUSS-10004) -Summer-2020-CW 1-QP
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competencies and
professional development planning.
Good (Acceptable)
Acceptable use of analytical
skills and reflective practice
demonstrating personal learning and growth, insight
into required professional
values, principles and
competencies and professional development
planning.
Acceptable knowledge of
key principles and concepts
and/or knowledge of the application of theory in
practice
Evidence of reading an
appropriate range of
educational literature/research and where
applicable, relevant
workplace policies and
procedures
Adequate referencing.
Generally accurate use of
appropriate referencing style
Adequate presentation and
structure, acceptable
grammar and spelling, adequate links to supporting
evidence
Adequate/ Satisfactory
Adequate use of analytical
skills and reflective practice demonstrating personal
learning and growth, insight
into required professional
values, principles and competencies and
professional development
planning.
Adequate knowledge of key
principles and concepts and/or satisfactory evidence
of the application of theory
in practice.
Evidence of minimal reading
of educational literature/research and where
applicable relevant
workplace policies and
procedures
Adequate referencing.
Appropriate referencing style used but may contain
some inaccuracies.
Weak presentation ,
satisfactory structure, grammar and spelling, links
to supporting evidence
Weak /Poor
(all learning outcomes not
adequately met)
Little use of analytical skills and reflective practice
demonstrating personal
learning and growth, insight
into required competencies and/or professional
development planning.
Professional values and
principles not reflected in the submission.
and/or
Insufficient/no use of
analytical skills and reflective practice
demonstrating personal
learning and growth, insight
into required competencies and professional
development planning
Little evidence of knowledge of key principles
or concepts and/or little
evidence of the application
of theory in practice and/or
No evidence of knowledge
of key principles or
concepts and/or no evidence of application of theory in
practice
Little or no evidence of reading outside of the
course textbook and/or
reference to relevant work
place policies and procedures
and/or
No evidence of reading
outside of the course textbook and/or reference to
relevant workplace policies
and procedures
Little or no referencing, incorrect style, or very
inaccurate use of
appropriate referencing style
Poor presentation, grammar and spelling, links to
supporting evidence
and/or
Unacceptable presentation, grammar and spelling,
structure is very poor, links
to supporting evidence
Department of Management Studies BUSS 10004 CW 1 marking Rubrics Summer 2020 Student Name & ID: Total Mark:
Evaluation Area
Does not meet expectations (1-3)
Developing (4-6)
Meet Expectations (7-8)
Proficient (9-10)
Mark Awarded
Executive Summary ( 5 Marks)
The summary has a satisfactory description. The rationale has been discussed well. The discussion on methodological aspects has followed the format well. Key results have been presented in a systematic way. Objective are not related to the plan and result of the
The key activity of the project is very well described. The rationale of the project is adequately explained. Methodological aspects have been described quite well. Key results have been discussed precisely and systematically. Student has
The summary describes what the project is all about in clear terms. It justifies the work in a very convincing manner. The methodological aspects are impressively identified and described. Most but not all SMART principles are
The summary describes what the project is all about in clear terms. It justifies the work in a very convincing manner. The methodological aspects are impressively identified and described. Finally, key results have been presented in a very meaningful
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objective will not be achieve
designed objectives drawing on a number of SMART principles but no intended result on what to achieve
used. The intended result are provided
and systematic way. All SMART principles are adopted. Solid explanation on the intended result on what will the plan will achieve.
Evaluation Areas
Does not meet expectations (1-3)
Developing (4-6)
Meet Expectations (7-8)
Proficient (9-10)
Mark Awarded
Marketing Objective( 5 Marks)
Objective are not related to the plan and result of the objective will not be achieve.
Student has designed objectives drawing on a number of SMART principles but no intended result on what to achieve.
Most but not all SMART principles are used. The intended result are provided.
All SMART principles are adopted. Solid explanation on the intended result on what will the plan will achieve..
Evaluation Areas
Does not meet expectations (1-3)
Developing (4-6)
Meet Expectations (7-8)
Proficient (9-10)
Mark Awarded
Consumer Behavior Analysis (10 Marks)
The consumer behavior is not complete, no journal citations no explanation and clear evidences.
Briefly describe the buyer behavior and with only one criteria and no journal citations provided.
Describe in depth the buyer behavior in chosen GCC countries and give full understanding but lack of evidence and did not answer fully. Journal citations are provided as well.
Describe in depth the buyer behavior with two buying behavior criteria and give full analysis and examples of the decision making as well. Journal Citations are
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provided as well.
Evaluation Areas
Does not Meet expectations (1-4)
Developing (5-8)
Meet Expectations (9-12)
Proficient (13-15)
Mark Awar ded
PESTEL(15)
Question are not answer fully and does not meet the learning outcome. The explanation is not correct and failed to explain the concept with examples as well.
PESTEL analysis are provided but no journal citations and also no fully mention the reason and not logic examples.
Fully explain the PESTEL analysis, but did not mention on how it can effect and how organization need to pay attention on it. Journal Citations provided.
Fully explain the PESTEL analysis with different criteria from each one of them with good example and reason it can affect the organization. Journal Citations are provides.
Evaluation Areas
Does not Meet expectations (1-3)
Developing (4-6)
Meet Expectations (7-8)
Proficient (9-10)
Mark Awarded
Market Segmentation (10)
Mention one segmentation strategy but did not give a clear justifications and no journal article provided.
Mention one segmentation strategy and mention the points clearly with a journal article provide as well.
Provide two segmentation strategy and mention the points clearly with a justification. Journal Article are provided as well.
Provide three segmentation strategy and mention the points clearly with a reasonable justifications. Journal article provided.
Evaluation Areas
Does Not Meet Expectations(1-3)
Developing (4-6)
Meet Expectations (7-8)
Proficient (9-10)
Marketing Growth Strategy (10 marks)
Attempt the question with very less analysis and justifications. No journals articles
Attempt the question with one strategy, justification are
Attempt the question with two strategy and able to give
Attempt with minimum three communications strategy and explain clearly
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and no strategy of growth being mention.
provided and so as journal article.
justifications and provide examples as well. Journal Article provided as well.
with examples and also justifications. Journal article are provided.
Evaluation Areas
Does not Meet expectations (1-3)
Developing (4-6)
Meet Expectations (7-8)
Proficient (9-10)
Mark Awarded
4P’s (10marks) Not clear about the product being offer, and pricing strategy don’t have justifications, locations is not convenience so as the promotional strategy are not clear to the consumer.
Attempt all the 4ps but no justifications and examples in all one of points.
Attempt all the 4ps but not all point are complete and justifications are missing in some of them.
Clear evidence of the product/service being provided, include the price strategy & justifications, Location are clearly provided, and mention the promotional strategy and their justifications.
Evaluation Areas Does not Meet
expectations (1-3) Developing (4-6)
Meet Expectations (7-8)
Proficient (9-10)
Evaluation and recommendations (10 marks)
Having hard time to evaluates the plan and justifications and recommendation are not clear.
Able to evaluate the plan but lack of justifications so as the recommendation s.
Evaluates the plan clearly and give justifications able to give recommendations but did not mention the limitations.
Evaluates the plan clearly and give justification s. Give recommend ation on how to improve the plan and mention their limitations as well.
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Evaluation Areas Does Not Meet Expectations(0-0.5)
Developing (1-2)
Meet Expectations (3-4)
Proficient (4.5-5)
Presentation of the report(5 Marks)
Not well format report and not organized as well.
Not well format report and not follow the instructions
Well Format report but some part not as per guidelines.
Well Format report and met the guidelines.
Evaluation Areas Does not Meet expectations (0)
Developing (1-5)
Meet Expectations (6-8)
Proficient (9-10)
Referencing(10 Marks)
No citations and references.
Both citations and references are not correctly written.
Well Format report, in text citations are well provided and the referencing are not correctly written.
Well Format report, in text citations are correctly written so as the referencing.
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