ZIKURA INTERNATIONAL COLLEGE

BACHELOR OF BUSINESS MANAGEMENT

ESSENTIALS OF MARKETING

ASSIGNMENT
BBM 19 & 21
SEPTEMBER 2022

Date Assigned: 25th October 2022

Due Dates: 19th November 2022 (Written report)*
13th December 2022 (Presentation)*
Lecturer: Mr. Aslam Rasheed
Weighting: 30% for the written report
20% for the presentation

* Submit the soft copy of the assignment to the student portal before 17:59 p.m. on
or before the due date
ANSWER GUIDE

1. This assignment consists of TWO (2) question.

2. The assignment will be evaluated based on accurate explanations which fulfilled the
requirements of the questions and supported by credible points.
3. The word limit of the written component is between 2000 to 2500 words.
(Excluding tables, charts and appendices) Parts of the assignment which exceeds
the word limit will not be counted for marking.
4. The presentation must be set for the duration of 8-10 minutes.
5. The assignment should have all the required contents as required by task 1 and 2
6. You are required to undertake research through scholarly articles and other materials such
as newspaper articles available to support your analysis and evaluation.
7. References in APA style must be included and taken from reliable sources such as
books and journals. Refer to the below link to view the details and samples of APA
style.
http://libraryguides.vu.edu.au/apa-referencing/getting-started-in-apa-referencing
8. Plagiarism, copying and cheating will NOT be awarded any mark, and
disciplinary actions will be taken instead.
9. Completed assignment must be submitted on or before the deadline.
10. Assignment submitted after the due date, without an approved extension, will be
penalized by deducting 5% of the maximum mark applicable for this assignment,
for each day. Assessment items submitted more than 10 days after the due date are
awarded zero marks.
11. This assignment contributes 50 percent (30% for the written report and 20% for the
presentation) of the total marks for the course.
12. The assignment should be written in Times New Roman font, with font size 12 and
with 1.5 line spacing.
 ASSIGNMENT QUESTION

OBJECTIVE:
This project is aimed to give students first-hand experience on applying some of the concepts
learned in class, through preparing a basic marketing plan. The objective of the assignment is for
students to apply the basic concepts of marketing in real life situation. Through this assignment,
students will learn to differentiate the concepts of marketing mix (4Ps). Further, students will learn
how to present their findings as a written report and as an in-class presentation.

REQUIREMENT:
Developing a Marketing Plan Assignment: Create a marketing plan for a new product or service
of your choice which is to be introduced to the Maldivian market.
TASK 1 – Write a WRITTEN REPORT based on the above assignment. The written report is an
individual assessment. Make sure that your assignment covers the following contents.
- An overview of the Company: Give a brief description of the company.
- Target market: Identify the market gap and the target market for the proposed product.
(Market segmentation)
- Product features: How the product will be differentiated from competitive products /
substitutes.
- Pricing and Distribution: Proposed pricing strategy for the product and distribution
strategy for your product.
- Promotion: Initial advertising and promotion plan.
TASK 2
Oral presentation (8-10 minutes)
Present your marketing proposal to the class. The presentation (maximum 10 minutes) may contain
the same sections as the written report. This is an individual presentation.

[50 MARKS]
Criteria: Written Weig 0 Low Fair Above Average Excellent Marks
report ht
1 2 3 4
Overview of the 3 No overview of the Vague description of the Correct and brief description of Correct and clear overview of the Correct and extensive 10
company & product & company product & company the product & company product & company. However, description of the product &
product some aspects of the product company
information is missing
Product features 6 No product Product differentiation was Product differentiation is Product differentiation is Comprehensive product 20
differentiation was very vague and unclear. explained very briefly discussed but the analysis did not differentiation techniques
identified cover all areas. are discussed and how the
product is differentiated is
explained well
Target Market 6 No target market is The target market explained The target market was briefly Sufficient details of the target Target market identified 20
identified very briefly and are unable explained. Possible to market are given but all parts are properly explaining the
to understand. understand why the market is not thoroughly explained. market gap which the
chosen. product will fill.
Pricing and 6 No pricing and Pricing and distribution Pricing and distribution are Some of the pricing and Comprehensive discussion on 20
distribution distribution techniques techniques are incomplete discussed. But the discussions distribution techniques are pricing and distribution
proposed. are not coherent. discussed. However, the techniques. The proposed
proposed techniques are not techniques are justified well.
properly justified.
Promotion 6 No promotional plans Very vague promotional Promotional plans were All aspects of the promotional All aspects of the 20
plans discussed somewhat. plans are discussed. However, not promotional plans are
properly justified. comprehensively discussed
and properly justified.
References and 3 No references were Some citations for Most citations were included in Most citations were included in All of the citations included 10
presentation of included in the report. statements included in the the report and most references the report and all references in the report are referenced
the assignment The presentation of the report or references which matched with the citations matched with citations using the and are matched with
report was not as per were included were not using APA format. At least 5 APA format. At least 7 references citations using the APA
the answer guide. found in text. At least 2. references were cited. Student were cited. Student has format. At least 10
Few parts of the has conformed to some of the conformed to most of the references were cited.
presentation are as per the guidelines in the answer guide. guidelines in the answer guide Student has conformed to all
answer guide. of the guidelines in the
answer guide.
Total 30 100
 Criteria: Presentation Weight Low Fair Above Average Excellent Marks

1 2 3 4
Content 6 Contents are very minimal. All the contents are covered but All the contents are covered and All the contents are covered and all 15
not properly explained. most of them are properly of them are properly explained
explained using graphs. using charts and graphs.

Look 4 The slides are not properly The slides are properly labeled The slides are properly labelled and The slides are properly labelled and 10
labelled and does not have a and have somewhat a professional have a professional look. have a professional look. No overt
professional look. look. use of animations.
Delivery 8 The contents are not explained. The contents are explained. But The contents are explained well. The contents are explained 20
Looked nervous. they are rushed through. Lack of Presenter is confident while thoroughly in a way that can be
confidence is noted. presenting. Body language of the easily understood. Presenter is
presenter is good. confident and actively tries to get
the attention of the audience. Body
language of the presenter is
excellent.
Questions and Answers 2 Unable to answer questions and Questions are answered vaguely. Questions are answered but fail to Questions are answered and 5
answers. connect it to the research. properly linked to the research
either by taking examples or using
contents on the slides.

Total 20 50