Jigjiga University

College Business and Economics

MBA Program

Individual Assignment for the Course Marketing Management

Weight: 20%

Deadline for Submission: during final exam

Only hard copy is acceptable
Page limit: 6 to 8 pages

For your organization or an organization of your choice:

1. Select four advertisements you have seen recently – one newspaper, one magazine, one
website banner and one television. What advertising objectives do you think the
organization had in each case? What are the four main factors to consider when selecting
an advertising medium?
2. Provide an example of how an organization, such as your university, uses different media
to present a consistent message using integrated marketing communications (IMC). Who
is their target, what is their message, and what media should they use?
3. Personal selling focuses in on personal “or one to one” selling. It involves an individual
sales man or a sales team establishing and building a profitable relationship with
customers over a period of time through a series of steps. Explain the steps in the
personal selling process which helps in the successful sales.
4. Think of an organization of your choice, which involves in trading mobile phones.
Explain the various approaches used in segmenting markets and also describe how the
marketing mix is used to position your products in a market.
5. A brand is a composite set of beliefs and associations in the mind of consumers. In brand
development, as a part of branding strategy decision, the brand manager can decide to
create new brand elements for the new products, apply some of the existing brand
elements to the new product, or use a combination of existing and new brand elements to
the existing and new products. Explain the different branding strategies used by the
companies for their range of products.