Assignment 2 : MGM 3211

Semester 1 ( 2018/2019)

Topic: Marketing Strategy (20%)

Main Task: To apply the understanding of knowledge learned in class to real situations
that happen in the marketing environment through the development of term papers.

 Each group is required to develop one new product. Then the group needs to
identify an integrated marketing mix (4Ps – Product, Price, Place, Promotion).
The group also needs to identify the customer-driven marketing strategy
(Segmentation, Targeting, Differentiation, Positioning) for the product that have
been developed.

Format:

 The class will be divided into groups with 5-6 members per group, whereby the
group must remain the same members as for Assignment 1. Each group is
scheduled to do a presentation of the assignment that was given. The group
doing the presentation needs to submit the print-out (handout) of the presentation
slides at least one day earlier to the lecturer.

 This group term paper should be 8-10 pages (about 1500-3000 words) typed,
with standard 1”margins, 1.5 line spacing, 12 Arial font.

 For the oral presentation, each group is required to present their assignment on
the assigned date. Each group will be given about 15-20 minutes of presentation,
followed by 5-10 minutes of Q&A (25-30 minutes/group). The presentation will be
evaluated based on the group assessment.

 Group members: 5 members per group

 Assessment: 20 %
 Handout - 10% & Presentation - 10%
 Presentation date: as assigned
 Deadline: Week 12

"This class will adhere to zero tolerance for using someone else's work as
your
own", in other words, NO PLAGIARISM!
GOOD LUCK!

Nor Azlina Kamarohim 5 September 2018