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    This document outlines the assessment requirements for a strategic marketing project and case studies on Air Asia and MIT. For the project, students must conduct a comparative perceptual map analysis of a brand based on price, value perception, performance/quality, and design with a minimum of 30 respondents. The Air Asia case study requires analyzing key factors of its macro environment and competitive advantage, and critiquing its performance measures and initiative strategies. For MIT, students must associate strategic marketing topics, do a strategic analysis, and discuss lessons learned from the case study.

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    This document outlines the assessment requirements for a strategic marketing project and case studies on Air Asia and MIT. For the project, students must conduct a comparative perceptual map analysis of a brand based on price, value perception, performance/quality, and design with a minimum of 30 respondents. The Air Asia case study requires analyzing key factors of its macro environment and competitive advantage, and critiquing its performance measures and initiative strategies. For MIT, students must associate strategic marketing topics, do a strategic analysis, and discuss lessons learned from the case study.

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    4 views1 page

    Assessment Plan

    Uploaded by

    Sangkarii Mahadevan
    This document outlines the assessment requirements for a strategic marketing project and case studies on Air Asia and MIT. For the project, students must conduct a comparative perceptual map analysis of a brand based on price, value perception, performance/quality, and design with a minimum of 30 respondents. The Air Asia case study requires analyzing key factors of its macro environment and competitive advantage, and critiquing its performance measures and initiative strategies. For MIT, students must associate strategic marketing topics, do a strategic analysis, and discuss lessons learned from the case study.

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    © All Rights Reserved
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    ZCMA6042

    Strategic Marketing
    Assessment:
    Project: 20 marks (SLIDES AND PRESENTATION)

    Please do comparative positioning analysis (perceptual maps) for the brand of your choice. The
    analysis should not limited relate to:

    -Price
    -Value perception (prestigious)
    -Performance/quality
    -Design

    *minimum samples are 30 respondents.

    Case Study Air Asia: 20 marks (REPORT)

    1. What is the most influences factor of Airasia’s Macro Environment Analysis? Justify your
    opinion
    2. What is the key competitive advantage of AirAsia? Discuss
    3. Critiques 2 Strategies Map of AirAsia
    a. Performance Measures – is it appropriate? Relevant? Any new suggestion
    b. Initiatives -What are the challenges?

    Case Study MIT: 20 marks (SLIDES AND PRESENTATION)

    1. What is/are the Strategic Marketing Topic(s) that you can associate with.
    2. Strategic Analysis
    3. What we can learn from the case study

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