BACHELOR OF BUSINESS (HONS)

SEPTEMBER 2022 SEMESTER

FINAL ASSIGNMENT

Subject Code : MKT304

Subject Name : COMPETITVE MARKETING PLANNING AND STRATEGY

This examination carries 40% of the total assessment for this subject.

Examiner(s): Student Name & HELP ID:

MR RAVI VARMMAN A/L K.

KANNIAPPAN

Date (Released): 27 DECEMBER 2022 Submission: 10 JANUARY 2023

Time allowed : 14 DAYS

INSTRUCTION(S):

1. This final assignment consists of ONE (1) case study.

2. Students are required to submit their answers via Turnitin in HELP LMS.
3. Students must submit their answer script in PDF format to the agreed platform. The similarity index
be less than 15%. Late submission will NOT be accepted.
4. The format of the submitted answer script should be as below:
Font: Times New Roman
Font Size: 12
Spacing: 1.5
Margin: Normal
5. Students must write their name and student ID in each of their answer script.
6. Students MUST pass this final assignment in order to pass this subject.

(This final assignment consists in 11 printed pages, including cover page)

[UFM] MKT304 (September 2022 Semester, Final Assignment) Page 2

1. INSTRUCTIONS:
1. Students are required to obtain secondary data in order to complete writing this case
study.
2. In completing the case study students are required to address all the issues stated in the
assignment.
3. This case study should be written at a length of 2000 words (10% plus/minus)
4. All academic formalities including references, citation must be adhered to.
5. A 15% Turnitin similarity report will be acceptable, any points above it would be
subject to the imposition of penalty.
6. During the period of assessment student cannot solicit any explanation from the
examiner, hence it will be treated as an independent work.
7. Ideally students are not encouraged to communicate with each other during this period,
so as to safeguard them from any form of collusive work that may be observed or
picked up by Turnitin.
8. The Completed assignment should be submitted via the HELP LMS in the stipulated
submission point.
[UFM] MKT304 (September 2022 Semester, Final Assignment) Page 3

ASSESSMENT TASK:
Rationale

The aims of this activity are:

i) To encourage the habit of writing;
ii) To provide an opportunity to practice and develop your ability to think on paper;
iii) To facilitate your absorption of new information and ideas;
iv) To generate insight into connections by encouraging you to reflect on course content;
v) To foster the habit of questioning course content;
vi) To encourage reflective reading practices;

Assessment Task
Green Marketing

“Green” or “eco” marketing is the order of the day. Imbalance in the eco-systems or
environment is going to affect as flora- and-fauna are badly affected. Take the example of
razing trees in the forests to make more area for cultivation and accommodation has resulted
in reduced rain fall; global warming has resulted and if care is not taken of environment in
which we are living, a day will come where more and natural calamities will be caused
finally digging our own graves. That is why, every effort is made to protect endangered
species of flora and fauna and eco-systems.

If we do not care for protecting the forests, there would be no rains, no rains mean no water;
even the ground water is in short so much so that a litre of water might cost more than a litre
of petrol. These man-made problems of environmental imbalances are having impact on
every human activity and marketing is no exception.

Whatever product we are using, be it a car, watch, cup, medicine, pesticides, fertilizers are to
be environment friendly which are bio- degradable. Thus, paper bags are fast replacing the
plastic carry bags; less pollutant cars and three and two wheelers are produced and marketed.
[UFM] MKT304 (September 2022 Semester, Final Assignment) Page 4

Task:
Discuss the concept of Green Marketing adhering to the expectations below listed:
a) Carry out a literature review on the concept of Green Marketing.
b) Discuss fundamental reasons that have given rise to the adoption of Green marketing.
c) With relevant case adoption explain how global companies have executed green
marketing in order to stay ahead of competition.
d) As industry boundaries are blurring so are the challenges to maintain business leadership
position. How do you think green marketing can help global companies to strategize to
remain relevant in a highly uncertain market space of the future?

Case Study writing flow:

1) Executive Summary. Explain what you will examine in the case study. Write an overview
of the field you’re researching. Make a thesis statement and sum up the results of your
observation in a maximum of 2 sentences.
2) Background. Provide background information and the most relevant facts. Isolate the
issues.
3) Case Evaluation. Isolate the sections of the study you want to focus on. In it, explain why
something is working or is not working.
4) Proposed Solutions. Offer realistic ways to solve what isn’t working or how to improve
its current condition. Explain why these solutions work by offering testable evidence.
5) Conclusion. Summarize the main points from the case evaluations and proposed
solutions.
6) Recommendations. Talk about the strategy that you should choose. Explain why this
choice is the most appropriate.
7) Implementation. Explain how to put the strategy into action.
8) References. Provide all the citations.

Note:
The above format basically denotes the flow of your essay, and not in any way to be written
with the respective heading given above.
 [UFM] MKT304 (September 2022 Semester, Final Assignment) Page 5

Marking Rubrics:
Ratings
Below Unsatisfacto
Category Criteria Outstanding Competent Average ry Marks
Has covered
reasonably
well within
the confines
Comprehensive of the given Totally off
Relevance to exploration of literature for Topic not tangent from
Question the topic. this course. fully covered the topic.
Asked (10-9 marks) (8-6marks) (5-3 marks) (2-0 marks) /10
Has used more Has used at Has used at
than three least two least one
theories in theory in theory in No theories
Effective Use discussion discussion discussion were used.
of Theory (5 marks) (4-3 marks) (2-1 marks) (0 marks) /5
Has
attempted to
Critical be critical No element
comment and a but does not of
personal show discussion,
Topics synthesis of the personal Discussion is very
Discussed in issues shown. synthesis too brief narrative.
Depth (10-9marks) (8-6marks) (5-3 marks) (2-0 marks) /10
Content
A reasonably
balanced
Discussion put summary of
forward has Has the issues as Unreflective
absolute attempted reflected in personal
consistency systematic the course comment,
Logically with flow of exploration study incoherent
Developed thought. of the topic. materials. argument.
Argument (10-9 marks) (8-6 marks) (5-3 marks) (2-0 marks) /10
Some
explanation,
Regular illustration
support and support
Detailed provided is provided No support
Integration of support from from the from the from
Reference literature. literature. literature. literature.
Material (5 marks) (4-3 marks) (2-1 marks) (0 marks) /5
Demonstrated Demonstrate Demonstrate Demonstrate
Variety of wide d good d fair d poor
Viewpoints understanding understandin understandin understandin
Expressed of the topic with g of the topic g of the topic g of the topic /10
 [UFM] MKT304 (September 2022 Semester, Final Assignment) Page 6

Category Criteria Ratings Marks

excellent with some with no with no
reference made reference reference reference
to contemporary made to made to made to
thought on the contemporar contemporar contemporar
investigated y thought on y thought on y thought on
topic. the the the
investigated investigated investigated
(10-9 marks) topic. topic. topic.
(8-6marks) (5-3marks) (2-0 marks)
Attempted to
show Thoughts Did not show
independent were any
Demonstrated thinking but developed originality or
strong element did not fully based on creative
Originality and of independent explore the known thought in
Creative thinking thought. paradigm. work.
Thought (10-9 marks) (8-6marks) (5-3 marks) (2-0 marks) /10
Originality Course
materials
Wide range of were used
reference effectively,
material used without Used course Course
beyond reference material material was
Goes Beyond suggested in the made beyond reasonably poorly
Basic Course course material that. well. utilized.
Material (10-9 marks) (8-6 marks) (5-3 marks) (2-0 marks) /10
Minor flaws Major flaws
Virtually in grammar , in grammar ,
flawless Few flaws in spelling and spelling and
Language language grammar and clarity of clarity of
Fluency and proficiency spelling sentences. sentences.
Style (5 marks) (4 marks) (3 marks) (2-0 marks) /5
Opening
Virtually paragraph
Style and flawless simply
presentation, restates the
Presentation
conforming to topic. Structure
Well all expectations confused, not
Organized and of format and Few flaws in Some major discernible,
Clear structure. presentation. points missed not explained
Framework (5 marks) (4 marks) (3 marks) (2-0 marks) /5
Below 3% Within 3% - Between 5% More than
range of word 5% range of - 7% range of 7% range of
Reasonable length word length word length word length
Length (5 marks) (4 marks) (3 marks) (2-0 marks) /5
 [UFM] MKT304 (September 2022 Semester, Final Assignment) Page 7

Category Criteria Ratings Marks

Referencing Acknowledge Flawless Few flaws in Minor flaws Major flaws /5
ment of referencing academic in academic in academic
Sources method, formalities formalities formalities
conforming to (4 marks) (3marks) (2-0 marks)
expected
academic
formalities
(5 marks)
Only used 4
10 -19 or below
More than 20 sources used 5-9 sources sources to
sources used to to complete used to complete the
complete the the complete the assignment o
assessment, of assignment assignment only referred
which more of which of which to 30% and
50% and more 30% - 49% 30% - 49% below to
are journal are journal are journal journal
Wide Range of articles. articles articles articles
Sources Used (10-9 marks) (8-6 marks) (5-3 marks) (2-0 marks) /10
Total /100

*** END OF FINAL ASSIGNMENT ***

[UFM] MKT304 (September 2022 Semester, Final Assignment) Page 8

ACADEMIC INTEGRITY

Honesty and Responsibility

Academic integrity is an important tenet for HELP University (the “University”). In pursuit
of the highest standards of academic integrity, the University holds its students to the highest
ethical standards defined by the Rules and Regulations section of the Academic Handbook.
All students studying a HELP University programme are subjected to and are bound by the
Student Academic Misconduct Rule to assure academic honesty. Students are required to sign
a pledge on the assignment cover sheet before submitting their assignments.

What is Plagiarism?
Plagiarism is academic dishonesty or academic theft, and it is a serious academic offence.
Plagiarism includes, but is not limited to, the followings:
1. quote, paraphrase, or summarise someone else’s ideas, theories, or data, in whole or in
part, without appropriate acknowledgement;
2. borrow ideas, opinions, or words, in whole or in part, from other sources without
properly crediting the author(s);
3. use any facts, statistics, diagrams, or graphs, in whole or in part, without
acknowledging the source clearly;
4. claim or imply original authorship of someone else’s ideas, theories, or data, in whole
or in part, as your own;
5. employ or allow someone to help to revise, amend or write your work and pass it off
as your original work;
6. collaborate with or allow other students to copy your work; and
7. draw on sources more than what you have acknowledged by citations.

While a student is not discouraged to discuss an assignment with his/her friends or

classmates, the work he/she submits must be done by the student alone. If a student shares
his/her assignment with other students and they plagiarise it, the student is as guilty as those
students who plagiarised his/her assignment. All parties to plagiarism are considered equally
guilty. Under no circumstances should a student be involved in collusion with other students
unless he/she is permitted to work on an assignment jointly with the lecturer/tutor. If a
[UFM] MKT304 (September 2022 Semester, Final Assignment) Page 9

student is unsure what constitutes plagiarism, he/she is obliged to consult the lecturer/tutor on
the matter before submission of his/her assignment.

When and How to Reference?

Knowing when and how to cite is a student’s responsibility. If he/she is in doubt or needs
more help on this matter, the student may consult the lecturer/tutor. The following list
comprises some of the sources a student will need to reference. The list is by no means
exhaustive but simply consists of the most common sources used by students to complete
their work.

1. Books
2. Chapters in books
3. Journal articles
4. Conference papers
5. Newspaper articles
6. Magazines
7. Websites
8. Study guide

Students are advised to cite in the following cases [1]:

1. When he/she quotes two or more words verbatim, or even one word if it is used in a
way that is unique to the source;
2. When he/she introduces facts that he/she has found in a source;
3. When he/she paraphrases or summarises ideas, interpretations, or conclusions that
he/she finds in a source;
4. When he/she introduces information that is not common knowledge or that may be
considered common knowledge in your field, but the reader may not know it;
5. When he/she borrows the plan or structure of a larger section of a source’s argument
(for example, using a theory from a source and analyzing the same three case studies
that the source uses);
6. When he/she builds on another’s method found either in a source or from
collaborative work in a lab;
7. When he/she builds on another’s program in writing computer code or on a not-
commonly-known algorithm; and/or
8. When he/she collaborates with others in producing knowledge.

1
http://www.yale.edu/bass/writing/sources/plagiarism/warning.html, accessed May 18, 2008.
[UFM] MKT304 (September 2022 Semester, Final Assignment) Page 10

In general, a referencing system requires two parts:

1. In-text citations
This is information about a source within the text of an assignment.
2. List of references
This is a list of all sources a student has used to research his/her assignment. It is
alphabetically arranged by author's surname and appears immediately after the last
page of an assignment.

Different faculties or departments may have different requirements on how referencing for an
assignment should be done. The various formats used for in-text citations and list of
references are available on the following websites:
1. HarvardSystem
(http://www3.imperial.ac.uk/library/subjectsandsupport/referencemanagement/harvard))
2. Chicago Style (http://www.chicagomanualofstyle.org/index.html)
3. American Psychological Association or APA Style (http://www.apastyle.org)
4. Modern Language Association of America or MLA Style (http://www.mla.org/style)

Once a student has selected a referencing style for his/her assignment, he/she must follow the
same style consistently throughout the assignment. We strongly suggest that the student
consults the lecturer/tutor about which method to use before submission of his/her
assignment.
Penalties for Plagiarism

The Turnitin Similarity Index for all programmes offered must be less than 15%.

Penalties for plagiarism range from mark reduction for the assignment to expulsion from the
University. If plagiarism has been found to have occurred, the action(s) taken will be
determined by the forms of plagiarism implicated:

1. Complete plagiarism
Verbatim copying another person’s work without acknowledgment
- To be referred to a panel2 for further investigation. If the student is found to be
guilty, a grade “FL” is to be awarded for the subject.

2. Substantial plagiarism (Turnitin Similarity Index ≥ 30%)

2
The panel consists of the HoD as the Chair and 2 to 3 senior academic staff.
[UFM] MKT304 (September 2022 Semester, Final Assignment) Page 11

Near-verbatim copying another person’s work by simply altering the order of the
sentences or the format of the presentation or by changing a few words or phrases
without acknowledgment.
- Based on a report submitted by the lecturer in charge of the subject, a Zero
mark will be awarded for the said assessment.

3. Minimal plagiarism (Turnitin Similarity Index ≥ 15%)

Paraphrasing by changing and/or eliminating some words without proper
acknowledgment.
- Based on a report submitted by the lecturer in charge, a deduction of up to
50% of the marks the student is entitled to receive for the said assessment.

Pleading ignorance or unintentional plagiarism does not constitute valid reasons for
plagiarism and will not avoid the penalties from being imposed. Excuses for acts of
plagiarism such as the following, but not limited to, will not be entertained:
1. I don’t have time to do the assignment
2. I have too many assignments due on the same day
3. I don’t know, I didn’t do it
4. I am not aware
5. I don’t understand what plagiarism means
6. I have no intention to plagiarize
7. I forgot to cite the reference
8. I forgot to include the bibliography
9. My English is not good
10. My lecturer/tutor did not explain to me
11. In my country, it is alright to copy someone else’s work
12. My friend copied my assignment when I let him/her look at my assignment
13. My friend copied my assignment when I allow him/her to use my laptop
14. I did my assignment in the computer lab, someone must have copied my work
15. I asked my friend to submit my assignment and he/she copied my work
16. I discussed my assignment with my friends, so our answers are the same/similar
17. Even though I do not have in-text citations but I have a bibliography/reference list
Students should be reminded that it is their responsibility to take due care throughout their
written work to effectively reference or cite when they use others’ ideas from any source.