Introduction to Marketing BHMH2003

Semester One, 2023/24

Individual Assignment – CASE STUDY

Scheme/Programme intended learning outcomes

For 8C108 Associate Degree Scheme in Business (Group B: HM, IB, MK, and TM):
S-ILO-4 Problem Solving
Integrate and apply the knowledge and skills acquired in their programme of study to deal with
problems that they may encounter in daily life and in their chosen areas of specialism in the business
setting.

S-ILO-6 Ethical and Professional Attitude

Articulate their professional and ethical responsibility, and demonstrate professional attitudes in
dealing with issues and problems in the general business context.

For 8C110 Associate in Public Relations and Communication:

PR-P-ILO-3 Marketing Knowledge
Apply the principles of marketing to conduct opinion research and promotion.

Subject Expected Learning Outcomes

This assignment will be assessed the following:-
 analyse various marketing environments, opportunities, threats and other factors or issues
affecting marketing planning and decisions;
 describe the principles of various areas in marketing such as customer value, consumer behaviour,
marketing research, international marketing and ethical issues;
 suggest marketing strategies to solve different marketing problems and issues;

Assignment Guidelines
Step 1: Read a press release called “Beware of Overstated Home Emergency Repair Issues Leading to
Exorbitant Costs by Online Vendors Disparate Service Standards with Possibility of No
Recourse” posted on 15 February 2023 by the Consumer Council.

Step 2: Refer to the above press release, textbook chapter 2 and 3, lecture notes 2 and 3, and other
relevant news information. Then, assume you are the newly appointed marketing manager
of Sweet Home Contracting Limited and answer the following questions based on the above
press release.

(1) Analyse what ethical issues in marketing mix of case 2 and 3 that were complained by
customers as indicated in the above press release. Use the relevant information from the
press release to support your analysis. (Also refer to Note: Ethical issues in marketing mix).

(2) Suggest any two characteristics of marketing audit for your company to evaluate the
contracting technician to avoid the above identified customer’ complaints in case 3 (Q1) to
be occurred in your company. State clearly which complaints are avoided and it is expected

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 all complaints of case 3 should be addressed. (Note: Each characteristics of marketing audit
must address at least one complaint.)

(3) Use the two more mature levels of Ethical (Moral Character) Development Model to
elaborate how you would apply each of these levels to ethically to avoid the identified
customers’ complaints identified in case 2 (Q1). State clearly which complaints are avoided
and it is expected all complaints of case 2 should be addressed. (Note: Each point of the
levels must address at least one complaint.)

(4) According to your answer of Q2, design a poster to promote marketing audit of your
company to your company’s potential customers.

Step 3: Type your report and design your promotional poster on a standard form given.

Step 4: All references should be properly sourced and cited. Student should expect to receive ZERO
mark if plagiarism or no bibliographic referencing is found (see Appendix 1).

Report Guidelines
1. The report must be typed on a standard form given. Do not change the format of the standard
form, otherwise marks will be deducted.
2. Your answers should be typed within the lines provided in the standard form. Any extra lines
would not be marked and marks will be deducted as well.
3. The format of the report:
- English,
- typed,
- font size of 12 Times New Roman,
4. Answer the questions 1 to 3 on page 1 and 2 of the standard form, present your design of the
promotional poster on page 3 and list references on page 4.
5. The promotional poster must be coloured and can be drawn either by hand or by computer.
6. The file size should not exceed 5MB, in MS word document format.

Grading Aspects
1. Problem analysis 20%
2. Problem solving 30%
3. Application of concepts/theories 40%
4. Written presentation/References 10%
100%

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Assessment Criteria

Criteria Failure Marginal Satisfactory Good Excellent

F D C B A
Problem analysis Unable to Demonstrates Demonstrates Demonstrate Demonstrate in-
analyse and minimal analysis some accurate adequate analysis depth analysis and
interpret any and analysis and and interpretation interpretation of all
problem. understanding of understanding of of the problems the problems
the problems. the problems. accurately. accurately.
Criteria Failure Marginal Satisfactory Good Excellent
F D C B A
Problem Solving No solutions Minimal Some solutions Most solutions All solutions
solving any solutions solving solving the solving the solving the
problem. the problems are problems are problems are problems are
correct. correct. correct. correct.
Criteria Failure Marginal Satisfactory Good Excellent
F D C B A
Application of Use irrelevant Minimal Some concepts/ Most concepts/ All concepts/
concepts/theories concepts/ concepts/ theories are theories are theories are
theories. theories are relevant. relevant relevant with very
relevant. good justifications.
Criteria Failure Marginal Satisfactory Good Excellent
F D C B A
Written None of the Few write-up All write-up All write-up All report format
presentation write-up format format guidelines format guidelines format guidelines guidelines are
/References guidelines (refer are followed are followed but are followed and followed and
to page 2) are OR not very presentable. presentable in a
followed The referencing presentable (e.g. professional way
OR format is some spelling or (i.e. contents are
No in-text incorrect. grammatical well organised).
citation. OR mistakes).
OR In-text citation AND
No references. format is Missing some
OR incorrect. important and
No student name, relevant
number and class references.
are printed on the
first page.

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Late submission
Due date will be strictly enforced. Student must submit the assignment during the registered tutorial
session through the designated link in Blackboard. Extensions may be granted upon receipt of medical
certificate or written requests, provided there are good reasons. Otherwise, 10% of the marks given will
be deducted for each day of late submission (late submission less than 1 day will be counted as 1 day
late, e.g. submit one hour after the tutorial session in the due date).

Plagiarism and Referencing

Students are required to pay attention to the regulations on plagiarism, which is set out in the Student
Handbook. In particular, all students should read the “Guidance Notes on Avoiding Plagiarism” and
“Bibliographic Referencing”. A full bibliography and a list of references as well as in-text citation must
be submitted. Also refer the referencing style in the Appendix 1. Important: Student should expect to
receive ZERO mark if plagiarism including missing in-text citation and bibliographic referencing
is found.

Due Date: Tutorial Class 6

Checklist to check before handing in your written report

1. Is your assignment typed on the standard form given?

2. Is your poster presented on the standard form given?
3. Are there only 4 pages to be submitted?
4. Have you double-checked for spelling and grammar?
5. Did you have sufficient evidence or examples to support your explanation?
6. Have you included the all most important points and eliminated the not important points?
7. Have you properly cited in each question?
8. Have you listed all references correctly?
9. Has your file successfully uploaded to the designated link in Blackboard?

Note: Ethical issues in marketing mix (the following specific definitions only serve the purpose of
doing this assignment)

Ethics in promotion is relating to ethical issues in the content of claims delivered by the companies.
Ethics in product is relating to ethical issues in the service performed or product provided by the service
provider/seller.
Ethics in price is relating to ethical issues in payment collected from customers.
Ethics in place is relating to ethical issues in handling distributors or service location.

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 Appendix 1
Bibliographic Referencing

Referencing Style
For this assignment, student is required to use “numbering”.

Attention:
If the sentences come from the same source, just use the same reference number.
The number should be printed by using the function of Font  Superscript. Do NOT use “Footnote”!

Example:
Need is very important for people because it represents basic necessities such as food, clothing and
shelter1. Therefore, Honda creates intelligent technologies that enrich people lives in the world2.

References:
1. Kerin, R. A, Hartley, S.W., & Rudelius, W. (2007). Marketing: the core. McGraw Hill/Irwin.
2. Honda. (n.d.) Innovation. http://corporate.honda.com/innovation

Referencing Examples:
Journal Article
Wilens, T. E., & Biederman, J. (2006). Alcohol, drugs, and attention-deficit/hyperactivity disorder:
A model for the study of addictions in youth. Journal of Psychopharmacology, 20, 580-588.
Journal Article (retrieved online)
Arakji, R. Y., & Lang, K. R. (2008). Avatar business value analysis: A method for the evaluation of
business value creation in virtual commerce. Journal of Electronic Commerce Research, 9, 207-
218. http://www.csulb.edu/journals/jecr
Book, one author

McKibben, B. (1992). The age of missing information. Random House.

Book, multiple authors
Larson, G. W., Ellis, D. C., & Rivers, P. C. (1984). Essentials of chemical dependency counseling.
Columbia University Press.
Newspaper Article

Heinlein, G. (2007, July 24). Michigan smoking ban takes big step. Detroit News.
Newspaper Article (retrieved online)
McCabe, D., & Conger, K. (2019, December 17). Stamping out online sex trafficking may have
pushed it underground. New York Times. https://www.nytimes.com/2019/12/17/technology/fosta-sex-
trafficking-law.html?action=click&module=News&pgtype=Homepage
Web page: Persons as authors
Kmec, J. (2012, March 13). Where’s the boss? And what counts as “work”? The Society Pages.
https://thesocietypages.org/socimages/2012/03/13/wheres-the-boss-and-what-counts-as-work/
Web page: Organization as author, no update year
Milwaukee Public Museum. (n.d.). Stockbridge-Munsee history.
http://www.mpm.edu/wirp/ICW-158.html.
YouTube / Video
Carleton University Library. (2015, July 23). Writing an annotated bibliography [Video].
YouTube. https://youtu.be/sesnEcikxT8