Professional Certificate in Marketing

Individual Assignment – Intake I 2022

Assignment submission period 26 & 27 March 2022
Assignment acceptance time period Before 4.00 pm

GUIDELINES
• This assignment should conform to the Assignment Guidelines presented as per the
PCM Text Book. (Please refer Course Manual {last section} of the Text book)

• Attached COVER PAGE FORMAT should be used and the ASSIGNMENT MARKING
SHEET should be attached after the cover page.

• Word count: minimum 2000 and maximum 3000 words.

• Do not insert any pictures on the cover page of the assignment.

• Assignments will NOT be accepted after the last date of acceptance under any
circumstances.

• Assignments should be submitted ONLY if allowed sitting for the examination paper
(Except for transferred candidates). If a student has NOT submitted the assignment,
an exam admission will not be issued for him/her.

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 IMPORTANT NOTES
• You will be issued a student ID/membership card from the institute within the first
month. It’s your responsibility to coordinate with the study centre where you attend
the lectures to collect the ID card.

• Your examination will be held on 10 April 2022 at three examination Centres:

Colombo, Kandy and Matara. Examination centre & time will be communicated
through the admission form.

• Admission will be prepared ONLY for the students who have submitted their
assignments before the last date of acceptance. You are expected to collect your
admission form at least three days before the examination date. You will not be
allowed to sit for the examination without the admission card and student ID/NIC.
• If you were absent on the examination date due to an illness, your assignment marks
can be transferred to the next immediate examination. You are expected to submit a
medical certificate as a proof of your illness along with the table given below, filled
within 14 days from the examination date. It will be valid ONLY for the next
immediate examination.
• Results will be published in the SLIM website within one month from the
examination date. Result sheets or letter of assignment transfer (Only for absent
students) should be collected from SLIM / Study centres within one month after
releasing the results.
• Only the assignment marks will be transferred. Therefore, students should
coordinate with SLIM / Study Centre to apply for the next immediate examination
before the assignment submission date by submitting a repeater application form
along with a payment of LKR3,000 as repeat examination fee.

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MEDICAL ACCEPTANCE FORM

(Please separate from here and hand over to SLIM / Study Centre attached with medical
certificate)

Student Name
Program & Intake PCM Intake I - 2022
Registration Number
Contact Number
Reason for the absence

Signature of Student Date

Received by
(SLIM /Study Centre
Officer)

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 ASSIGNMENT TOPIC
“The importance of understanding the key characteristics of Service
Marketing, Internal Marketing and Relationship Marketing and developing
the appropriate Marketing Mix elements for Organizational Success”.

CONTENT

The world economy is increasingly characterized as a Service economy. This is primarily due to
the increasing importance and share held by the Service sector in the economies of most
developed and developing countries. In fact, the growth of the Service sector has long been
considered as an indicator of a country’s economic progress. Economic history tells us that all
developing nations have invariably experienced a shift from agriculture to industry and then to
the Service sector as the mainstay of the economy.

The importance of Service industries in the economy is that they contribute significantly to the
domestic and global economy. Based on various research reports, a 70 percent of the GDP in
most countries results from the Service industries.

Service organizations vary widely in size. At one end of the scale are the huge international
corporations operating such as Airlines, Banking, Insurance, Education, Telecommunications,
and Hotels. At the other end of the scale are the vast array of locally owned and operated
small businesses, such as restaurants, laundries, optometrists, fitness centers, and numerous
business-to-business services.

TASK ONE

Select a service organization of your choice and give a brief introduction of the organization
and briefly explain three services that it markets.
(10 Marks)

TASK TWO

Describe the key characteristics of Services that marketers must consider when developing
Marketing programs, stating relevant examples of the selected service organization.

(25 Marks)

TASK THREE

With reference to the selected service organization in task one, select one product of your
choice and carry out a detailed analysis of the extended marketing mix elements which they
have effectively used to market the product.
(30 Marks)

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TASK FOUR

Discuss the importance of Internal and Relationship Marketing for the selected organization
and identify five (05) key benefits of Relationship Marketing.
(15 Marks)

IMPORTANT:

Please refrain from copying-and-pasting information from the Internet or another source and
make sure to reference your work according to the Harvard referencing format.

Word allocation for each task

Task Content Weightage
Task One 10%
Task Two 25%
Task Three 30%
Task Four 15%

Note: Please refer the given assignment marking scheme for marks allocation.

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 Assignment Marking Scheme – PCM I - 2022
(For the use of the examiners only)
Programme Professional Certificate in Marketing
Examination PCM I 2022
“The importance of understanding the Key Characteristics of Service
Assignment Topic Marketing, Internal Marketing and Relationship Marketing and
developing the appropriate Marketing Mix elements for
Organizational Success”.
Student Registration Number
(To be filled by the students)

Allocation of marks (Please Use only a RED PEN from this point onwards)

Area of evaluation Weightage Marks Awarded

Task 01 10%

Task 02 25%

Task 03 30%

Task 04 15%

Following assignment guidelines 20%

Total 100%
Final marks of evaluation

Overall comments by the examiner

100

Signature of Examiner Signature of

& Date Education officer

Important: This should be attached to the assignment AFTER THE COVER PAGE.

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 Specimen of an Assignment Cover page

TOPIC OF THE ASSIGNMENT

Prepared By

B.C. Perera

0000012345

Study Centre Name

Examination Month

Professional Certificate in Marketing

SRI LANKA INSTITUTE OF MARKETING

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