INSTITUTE OF BUSINESS MANAGEMENT

Final Exam – MM Fall 2020

Course Title: Marketing Management Course Code: MKT 302

Faculty: Ambreen B. Haris Section: M-7771
Day / Date: Monday 21th December, 2020 Timings: 9:30am-11:30am
Campus: On Zoom Total Marks: 25

Student’s Name Student ID#

All answers will be handwritten and uploaded on LMS

Question 1 (10 marks)

Taking into account the brand/product that you have chosen for your project, prepare an
integrated communication plan using steps in effective communication for a CSR (corporate
social responsibility) activity that they might want to do in January 2021 to celebrate the new
year (Hint: decide first the CSR activity that is in alignment with their positioning and then
design the communication around that activity) Be creative in your answer

Question 2. (15 marks)

Designing an effective marketing plan begins with understanding of your product, its role in the
company’s overall business strategy and more specifically where it fits in the company’s
product mix. During Covid-19 times, online business is booming. You are planning on starting
one of the following businesses:
 Educational Website
 Counselling Services
 Video Streaming
 YouTube Vlogging
 Online tutoring
 Fitness consultancy

a. What will be your brand name? What is your value proposition?

b. Who will be your target market? Explain briefly in terms of segmentation variables.
c. What will be your positioning statement?
d. Identify the three levels of your product/service?
e. Design your product mix (portfolio) in the introduction stage? Illustrate with the help of
a diagram.
f. What will be your pricing strategy? Why?
g. What will be your KPI’s? Key Performance Indicators, Mention at least 3
h. At what stage and how will you increase the length of your product mix? Give creative
reasoning for your strategy? At what stage and how will you increase the width of your
product mix? And How? Give creative reasoning for your strategy?