Assignment Cover Sheet

Qualification Module Number and Title

HND in Business Management BHNC4202: Fundamentals of Marketing
Student Name & No. Assessor
Randika Dulanthi
Hand out date Submission Date

Assessment type Duration/Length of Weighting of Assessment

Assessment Type
Coursework Report (6000 words) 100%

Learner declaration

I, ………………………………………….certify that the work submitted for this assignment is

my own and research sources are fully acknowledged.

Marks Awarded

First assessor

IV marks

Agreed grade

Signature of the assessor Date:

FEEDBACK FORM

Fundamentals of Marketing | 1
 INTERNATIONAL COLLEGE OF BUSINESS & TECHNOLOGY
Module : BHNC4202: Fundamentals of Marketing
Student :
Assessor : Randika Dulanthi
Assignment : Report

Strong features of your work:

Areas for improvement:

Marks Awarded:

Individual Report

Fundamentals of Marketing | 2
Learning outcomes covered
1. Understand the fundamental concepts of Marketing
2. Be able to use marketing environmental audit for a given business context
3. Understand consumer behavior in different buying situations
4. Be able to apply marketing strategies to a given situation

Scenario and the Task

New product development (NPD) is the process of bringing a new product to market. A
product is a set of benefits offered for exchange and can be tangible (that is, something physical
you can touch) or intangible (like a service, experience, or belief). Since the requirements of the
customers are very dynamic, offering new products would help the business organizations to
survive in the market and retain their customers as well.

Assume that you are working as a marketing manager in an organization of your choice. You are
planning to introduce a new product/service with certain competitive advantages. The new
product could be a good (tangible) or a service (intangible) which is either purely
“innovative” or a “me too”. You are concerned about its marketing strategy before launching
the product successfully.

Individual Report (100%) – End-Term Assessment (LO 01, 02, 03 & 04)

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Select an organization of your choice and cover the following in relation to the selected context.
1. Briefly explain how organization has considered core-marketing concepts in reaching its
customers. (10 marks)

2. Carry out an environmental audit covering the internal and external factors using
appropriate tools. You may conduct a PEST analysis and SWOT analysis affecting the
organizational decisions (30 marks)

3. Analyse how organization has approached its consumers in terms of STP strategy. You
may select one product/service/a line of products if needed to explain your answer. (20
marks)

4. Discuss how your consumers will respond to your product. (10 marks)

5. Analyze the marketing mix strategy of the organization (20 marks)

6. A Proper report by following the guidelines. (10 marks)

Assessment Criteria

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Criteria for marking - Individual Presentation

Tasks An excellent Very good Good answer Poor answer Very poor
answer answer answer
Task 1 10-9 8-7 6-5 4-3 2-0
Excellent Very Good Good discussion Poor attempt A very poor
discussion of discussion of of elements of with insufficient answer which
elements of elements of marketing details for the did not satisfy
marketing marketing process and task. Elements the requirement
process and process and how they affect were not of the task
how they affect how they affect explained majorly. The
in the given
properly, but elements were
in the given in the given situation. not identified
situation. situation. identified
even clearly.
The standard of
work is very
poor.

Task 2 25-30 19-24 13-18 7-12 0-6

Excellently Very good Good answer by Poorly presented A very poor
presented by answer and identifying the by not fully answer which
identifying the presented by internal and identifying the did not satisfy
internal and identifying the external internal and the requirement
external internal and environmental external of the task
environmental external factors where environmental majorly. The
factors where environmental micro & macro factors and with standard of work
micro & macro factors where environmental poor is very poor.
environmental micro & macro factor explanation.
factors were environmental discussed in it.
also identified factors were Answers were
and explain also identified not very deep
very clearly and explain and
with the clearly.
suitable Porter 5 Force
format. analysis also
Porter 5 Force considered and
analysis also explained well
taken into for the
consideration marketing
and explained environment.
well for the
marketing
environment.

Task 3 17-20 13-16 9-12 5-8 4-0

Excellent Very Good Good Poorly presented A very poor
explanation of Presentation by presentation by identifying answer which

Fundamentals of Marketing | 5
 the STP strategy identifying the through the the STP did not satisfy
with justifiable STP properly identification of properly and the requirement
content using the the STP propose for the of the task
suitable strategy standardly using new product majorly. The
and propose for the strategies for development. elements were
the new product the given Insufficient not identified
development. situation. attempt. even clearly.
The standard of
work is very
poor.

Task 4 10-9 8-7 6-5 4-3 2-0

Excellently Very good Good attempt by Poor attempt A very poor
written the answer by highlighting the with insufficient answer which
answer by highlighting the understanding details for the did not satisfy
highlighting the understanding of buyer buyer the requirement
understanding of buyer behavior behavior. On of the task
of buyer behavior the surface majorly. The
through types
behavior answer for the elements were
through types and purchase
task. not identified
through types and purchase decision even clearly.
and purchase decision making The standard of
decision making process. An work is very
making process. average level poor.
process. of answer.
Task 5 20-17 16-13 12-9 8-5 4-0
Excellently Very Good Good attempt Poor attempt A very poor
written & answer with good with insufficient answer which
explained the explaining the explanation on details for the did not satisfy
product product product task. the requirement
development by development by development & Competitive of the task
considering the considering the trivial advantages were majorly. The
competitive competitive consideration on not considered facts were not
advantages. advantages for the competitive majorly in the identified even
Clearly the product advantages for answer. clearly. The
highlight the developed. the product standard of work
competitive developed. Poor attempt is very poor.
advantages for Very Good with insufficient
the product answers Good attempt details for the A very poor
developed. explained the with good task. pricing answer which
suitable pricing explanation by strategy was did not satisfy
Excellently strategy based highlighting explained poorly the requirement
written on the on the suitable pricing & not much / no of the task
suitable pricing competition in strategy where comparison majorly. The
strategy based the market. Facts not much done on facts were not
on the were taken into comparison competitor identified even
competition in consideration on done on pricing clearly. The
the market. the competition competitor standard of work
Clear facts were to support the pricing is very poor.
taken into answer.
consideration on Poor attempt

Fundamentals of Marketing | 6
 the competition Good answer by with insufficient
to support the highlighting the Good attempt details for the
answer. appropriate with good task.
distribution explanation on Appropriate
Excellently channel with the appropriate distribution
written by acceptable distribution channel was not
explaining the format in the channel. clearly
appropriate answer. Satisfactory discussed.
distribution attempt.
channel with Poor attempt
proper format in Very good with insufficient
the answer. report explained Good attempt details for the
the suitable with good task. Suitable
promotional explanation on promotional
Excellently activities for the the suitable activities were
written answer developed promotional not much
with the suitable product. activities explained.
promotional
activities which
can effectively
reach the target
market.
Task 6 10-9 7-8 6-5 4-3 0-2
Fully followed Followed the Fairly followed Poor followed A very poor
the guidelines guidelines for a the guidelines the guidelines answer which
for a report report for a report for a report did not satisfy
preparation. An preparation. A preparation. A preparation. A the requirement
excellent report good report fair report poor report of the task
submitted. submitted. submitted. submitted. majorly. The
standard of work
is very poor.

Marks obtained by
Total marks
This submission will be assessed as follows the student for the
Allocated
answer provided

Fundamentals of Marketing | 7
Criteria for marking - Individual Report

Task 1 10

Task 2 30

Task 3 20

Task 4 10

Task 5 20

Task 6 10

Total Marks 100

Submission Guidelines

 Submission format : Report

 Paper Size : A4
 Words : 6000 words
 Printing Margins : LHS; RHS: 1 Inch
 Binding Margin : ½ Inch
 Header and Footer : 1 Inch
 Basic Font Size : 12
 Line Spacing : 1.5
 Font Style : Times New Roman
 Referencing should be done strictly using Harvard Referencing style

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