Assessment – Individual Assignment

Assessment: Individual Assignment – 80%

Date Due Last session for FT students Last session for PT students

Weightage 80% (100 marks)

Word Limit 2000 words (+/- 10%)

Citation Format APA

References You are required to consult and correctly reference a MINIMUM of 10 different sources of information

Influenced by the key skills and attributes of the working marketer in its curriculum design,

Principles of Marketing requires you, the student, to work on a Marketing Plan for a chosen

company from the first to the last session. You will develop an innovative product/service for a

company of your choice which operates within the Asian consumer electronics industry. Your

forward-looking written report must be based on credible research describing the recommended

marketing activities for the chosen company in relation to the innovative product/service. Your

report will include a detailed explanation of the following sections:

1. Introduction: Company, Brand and Product (5 marks)

The introduction should describe the chosen company very clearly, summarising or paraphrasing

to show understanding. This section should be accurate and up to date as of 2022. The key

attributes of the innovative product/service must be introduced here.

2. Internal (Micro) Analysis: Customer, Competitor and Company (15 marks)

This section is all about the marketing elements related to the current situation internally and with

direct competitors as well as existing customers over which the company exerts some control or

influence. It presents and describes research from relevant, up-to-date, and credible sources on

customers and competitors and builds on research on the chosen company. Competitors'

Strengths and Weaknesses are to be presented. Customers' Social and other media feedback on

the company is described and analysed.

3. External (Macro) Analysis: PESTEL (15 marks)

This section presents and describes research from relevant, up-to-date, and credible sources on

all parts of the external environment or matters over which the company has no direct control, in

the form of a PESTEL Analysis. These findings are to be applied to the innovative product/service

in question. Opportunities and Threats that come from the research need to be explored.

4. SWOT: Strengths, Weaknesses, Opportunities, and Threats (10 marks)

For this report, a SWOT is simply a summary in the form of a table of Sections 2 and 3 of the

report and need only be a half to one page in length. It is vital that the facts summarised here are

put in the appropriate sections. As a general rule, items from the Internal Analysis should be

presented as Strengths or Weaknesses and items from the External Analysis as Opportunities or

Threats. The SWOT is a summary of earlier sections, and no items should stand alone (i.e., all

things presented should be able to be found in the earlier sections).

5. Marketing Strategy (S, T, D and P) and Recommendations (20 marks)

This section outlines the proposed segmentation, targeting, differentiation and positioning of the

innovative product/service and should be forward looking. Target market segments should be

clearly defined. The product should be clearly differentiated from its competitors and a positioning

statement must be recommended.

6. Marketing Mix (the 4 P’s) and Recommendations (20 marks)

This section outlines the recommended Mix – Product, Place, Price and Promotion – for the

innovative product/service. Product branding, packaging, labelling and support (augmented)

services should be succinctly and clearly described. A recommendation on strategy for sustaining

the product life is well made. Channel types and levels need to be described with a clear diagram.

A recommendation on a more effective channel shows relationship of product to market to

channel. The pricing strategy (one of the 5 main) is to be defined with examples. Promotion

analysis use examples to outline the Theme and Appeal of future promotions.

A further 15 marks is for Organisation, Word Length and APA Referencing

This individual assignment is a combination of theory and practical application of key

concepts relating to the module on Principles of Marketing. The required report must

provide evidence of wider research and be adequately presented, investigated, and

argued in a logical and coherent manner. Appropriate conclusions made must be

explained, justified, and appropriately referenced as is expected of a report at this level

of study. The report further requires a MINIMUM of 10 different sources of information

(most assignments achieving the top two grade levels available include 10 references).

You must use the APA Referencing system to acknowledge your sources of information

(both in-text, and as a reference list at the end). Further information on the structure and

other details of the assignment will be shared by the lecturer during the conduct of the

sessions.

Note: if you are unsure about writing an essay, or how to reference, ensure that you attend one of the presentations given by the Kaplan Singapore Writing Lab.

Principles of Marketing

STUDY GUIDE v2.0

Copyright © 2019 Kaplan Singapore. All rights reserved. i

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Kaplan Desired Graduate Attributes

Through the reading of this module, Kaplan Singapore intends to:

• Instill in students the value of lifelong and self- directed learning by stimulating intellectual curiosity, creative and critical thinking and an awareness of cultural diversity;

• Assist students in developing professional attributes, ethical values, social skills and strategies that will nurture success in both their professional and personal lives;

• Foster integrity, commitment, responsibility and a sense of service to the community;

• Prepare students to meet the ever-changing needs of their communities both now and in the future; and

• Promote innovative and effective teaching.

Culminating from these institutional values and educational goals, Kaplan Singapore’s Desired Graduate Attributes are:

Inquiry and criticality: Graduates will be able to critically collect, evaluate and apply information and data in order to make decisions in a wide variety of professional situations. This attribute is demonstrated when students:

• Undertake, evaluate and apply appropriate research, theories, concepts and tools to investigate problems and find solutions;

• Exercise critical thinking and independent judgement to assess situations and determine solutions; and

• Have an informed respect for the principles, methods, values and boundaries of their profession and the capacity to question these.

Ethicality and discernment: Graduates will be able to assess situations and respond in an ethically, socially and professionally responsible manner. This attributed is demonstrated when students:

• Act responsibly, ethically and with integrity in their profession;

• Hold personal values and beliefs and participate in the broad discussion of these values and beliefs while respecting the views of others;

• Understand the broad local and global economic, political, social and environmental systems and their impact as appropriate to their discipline and profession; and

• Acknowledge personal responsibility for their own judgments and behaviour

Ability to communicate well: Graduates will recognise the importance and value of communication in the learning and professional environment. This attributed is demonstrated when students:

• Create and present knowledge, arguments and ideas confidently and effectively using a variety of methods and technologies;

• Recognise the wide range of possible audiences for information and respond with communication strategies appropriate to those audiences; and

• Work collaboratively with people from diverse backgrounds and be aware of the different roles of team members and to function within that team.

Independent and reflective practitioner • Graduates will be able to work independently and

be self-directed learners with the capacity and motivation for continued professional learning and development; and

• They will be able to critically reflect on their own practice and evaluate and understand current capacity and further development needs

Embedded within the desired graduate attributes are the following skills: • Conduct research. • Analyse, organise and present data and

information. • Think and read critically. • Make an oral presentation. • Intellectual curiosity and awareness of culture and

diversity. • Develop professional ethos and practice that will

foster success in career and life. • Meet the ever changing needs of communities

now and in the future.

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Table of Contents

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Kaplan Desired Graduate Attributes Table of Contents About this module Instructions to Students Scheme of Work Assessment Matters

Topic 1 Introduction to Marketing

Topic 2 Consumer Behavior

Topic 3 The Marketing Environment & Market Research

Topic 4 Marketing Strategy

Topic 5 The Marketing Mix – Product

Topic 6 The Marketing Mix: Place

Topic 7 The Marketing Mix: Price

Topic 8 The Marketing Mix – Promotion

Topic 9 Digital Marketing 75

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About this module

Marketing is a function of business and primarily entails identifying and targeting the right customers, preparing an effective marketing plan, and building a consistent image. Drucker (1954) contended that “business has two functions: Marketing and innovation. The rest are costs.”

In this module, students will examine the application of the theory of marketing and marketing research in the planning of a marketing strategy (STDP) and marketing mix (the 4Ps) for a real product. Through this process, students will formulate a marketing plan and experience the creative journey that marketing professionals go through in their work.

Module Learning Outcomes

Upon successful completion of this module, the student should be able to:

• Illustrate the strategic role marketing plays in modern globalised organisations with a real-life example • Describe the external and internal forces that affect marketing programs within an organisation • Create a strategic marketing mix for a novel product targeted at a specific target consumer segment • Create a robust marketing plan that includes relevant findings from macro-environment and marketing research • Describe developments and trends in marketing, including new & social media

Overview of Learning Resources

Recommended reading:

Kotler, P., Armstrong, G. (2015). Marketing. An Introduction, Global Edition (12th Ed.) Boston: Pearson Higher Education

Chitty, W., Barker, N., Valos, M., & Shimp, T. A. (2012) Integrated Marketing Communications (3rd Ed.). South Melbourne: Cengage Learning

Chitty, W., D’Alessandro, S., Hughes, A. (2012). Services Marketing. South Melbourne: Oxford University Press

Kotler, P., Armstrong, G. (2014). Principles of Marketing (15th Ed.). Boston: Pearson

Online Materials: For PESTEL Singstat and then Browse by Theme http://www.singstat.gov.sg/ ;

For BUSINESS Data Neilsen Company http://www.nielsen.com/ content/corporate/sg/en.html ; http://www. experian.com.sg/ ;

Small Business http://smba.org.sg/ ;

For INTERNET Use and user data Internet Data: http://www.clickz.com/category/ asia

Other sources:

See Proquest and Newslink databases linked to your Elearn LMS homepage. The National Library Board on North Bridge Road (databases are for Singaporean/PR only)

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Activity Sheets

It is imperative that you sincerely attempt all the activities in class and document your responses faithfully. These activity sheets are specially designed to scaffold your learning; working through the tasks is an integral part of developing the desired skills.

Also, by making your thinking visible through the activity sheets, it is then possible for your lecturer to provide you with growth producing feedback so that you may improve your performance or have your doubts clarified.

Instructions to Students

How to use this study guide

This study guide consists of written notes that form the main treatise of the subject matter of this module. You are strongly advised to study these notes carefully and thoroughly, as well as, examine the sources that have been cited.

Written quiz and examination will not test beyond the scope of the contents found in the study guide. However, in order to fully address the assessment requirements of the assignment, you will need to research beyond the confines of the study guide. Nevertheless, the materials herein are still a sound basis from which to build the assignment.

Further supporting materials

The study guide is supplemented by the following:

• Reproduced PowerPoint slides used by the lecturers

• Activity sheets

PowerPoint Slides

The PowerPoint slides are meant for the lecturers to signpost the flow of the lesson and for you to have a visual focus when in class. Outside of class, they can also serve to help you recall the activities that took place during the respective lessons so that you might be reminded of key learning points.

However, the PowerPoint slides must NOT replace the need for you to read the written notes in the study guide. The slides alone are INSUFFICIENT for you to gain the necessary understanding of the subject matter. As such, they will NOT prepare you adequately for the various summative assessment components.

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Scheme of Work

LESSON TOPICS 1 01 Introduction to Marketing

• The definitions and roles of marketing • The marketing process • Working in teams • Effective presentations

2 02 Consumer Behavior • Introduction to consumer behaviour • Consumer research • Factors influencing consumer behaviour • Consumer decision making process • Buyer decision process for new products

3 03 The Marketing Environment & Market Research • The marketing environment • Marketing information systems • Types of data • Online marketing research • Research instruments • Analysing and using market information

4 04 Marketing Strategy (STDP) • Segmentation • Targeting • Differentiation • Positioning

5 Informal Presentation 6 05 The Marketing Mix (Product)

• Products vs. Services • 7 P’s • Types of Products • 3 Levels of a Product • New Product Development Process • Product Life Cycle (PLC)

7 06 The Marketing Mix (Place) • Marketing Channels and Intermediaries • Direct vs. Indirect Selling • Value Delivery Network • Vertical and Horizontal Marketing Systems • Logistics Management

8 07 The Marketing Mix (Price) • Review of Demand and Supply • Cost vs. Value-Based Pricing • 5 Major Pricing Strategies • Internal and external pressures on price • Market Skimming and Penetration • Price Adjustment Tactics and Ethics

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9 08 The Marketing Mix (Promotion) • Media then and now • Push and Pull Strategies • 5 Main promotional tools • Integrated Marketing Communications • Media Types

10 Informal Presentation 2 11 Putting it All Together 12 09 Digital Marketing

• List the 7 online marketing tools • Describe the advantages & disadvantages of marketing online • Explain New Media and provide examples • Explain how social media is used in advertising and promotions • Explain new trends in collaborative social marketing, augmented reality and

gamification 13 Module Consolidation 14 Formal Presentation

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Assessment Matters

Assessment Overview

Assessment 1: Group Assignment (Informal Group Presentations I) Weightage: 10% (40 marks) Duration: 10 mins Date: Lesson 5 Format: Group presentation • All group members must be present for the

allotted presentation slot or a zero will be awarded for the absent member(s)

• Groups of 4 members only • All members must be active in the

presentation, to be permitted to sit the final exam

Assessment 2: Group Assignment (Informal Group Presentations II) Weightage: 10% (40 marks) Duration: 10 mins Date: Lesson 10 Format: Group presentation • All group members must be present for the

allotted presentation slot or a zero will be awarded for the absent member(s)

• Groups of 4 members only • All members must be active in the

presentation, to be permitted to sit the final exam

. Assessment 3: Group Assignment (Report) Weightage: 20% (80 marks) Word Limit: 2500 words (+/- 10%) Date: Lesson 12 Citation: APA References: You are required to consult and fully reference a MINIMUM of 10 different sources of information

Assessment 4: Group Assignment (Formal Presentations) Weightage: 20% (40 marks) Duration: 15 mins per group Date: Lesson 14 Format: Group presentation • All group members must be present for the

allotted presentation slot or a zero will be awarded for the absent member(s)

• Groups of 4 members only • All members must be active in the

presentation, to be permitted to sit the final exam

Assessment 5: Examination Weightage: 40% (80 marks) Duration: 2 hours Date: TBA Format: 4 Essay Questions

Important Policies

Penalties for Plagiarism

Plagiarism in any form is not tolerated by Kaplan Singapore. That said, direct quotations and general similarities of common terms and language mean the E-Learn LMS will often pick up every small similarity so the likelihood of a Turnitin Similarity report recording a result of 0% is unrealistic. After all, no technology is perfect and there is the need for some direct quotation (provided you reference using APA guidelines, of course) and to use commonly accepted terms and language.

TOP TIP: The surest way to succeed is to ensure all work is correctly referenced. Keep a copy of the Kaplan Singapore Academic Works and APA Guide handy when you are typing your assignments and use it to guide you as to correct referencing, citation and other aspects of academic writing.

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Penalties for late submissions

Kaplan Singapore prepares students for the realities of the workforce and further education by requiring students to meet deadlines and submit all work on time. As such, students are required to seek approval and penalties will be imposed on late assignment submissions in accordance with the table below and cited in the Programme Handbook:

No of days late Penalty 1 – 5 days 10% deduction per day from the

marks attained by students. After 5 days Assignments that are submitted

more than 5 days after the due date will not be accepted and it will be deemed as “No Submis- sion”. Student will be required to re-module.

Assignments and Kaplan Learning Management System

Kaplan Singapore School of Diploma Studies requires you to submit Assignments through the Learning Management System (E- Learn LMS). When submitted, your assignment is checked for plagiarism by software called Turnitin linked to the E-Learn LMS. The software is intended to provide one more tool to improve the quality of academic writing and as such will be compulsory for use. It is important to note that this is merely one of many tools available to you and that final decisions about the quality of your work rest with your lecturer.

Assigment Submission: How to Use E-Learn LMS for Assignment Submission

1. You will be enrolled by the School of Diploma Studies Programme Management into the E-Learn LMS system only after your fee payment is confirmed.

2. You will be sent your USER NAME and PASSWORD via email.

3. Reset your password as prompted. 4. Enter the site at the following address:

https://elearn-diploma.kaplan.com.sg 5. To submit assignment please refer to the

LMS Manual

Please refer to your Student Handbook for more details on Penalties for Plagiarism, Misconduct, Examinations Rules and Regulations. Should you have any queries, please contact [email protected]

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Topic 1: Introduction to Accounting Topic 2: Double Entry Book-keeping and Trial Balance Topic 3: Final Day Adjustments Topic 4: Preparation of Basic Financial Statements Topic 5: Ratios Analysis Topic 6: Introductiont to Management Accounting Topic 7: Budgeting Topic 8: Standard Costing and Variances Topic 9: Cost Volume Profit Analysis and Decision Making Topic 10: Capital Budgeting

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Topic 1: Introduction to Marketing

1.1 Learning Objectives

 Reflect on prior knowledge of marketing.  Understand the role of marketing in organizations.  Define a team and understand the need for teamwork in marketing.  Form a team and select a product for the semester-long Major Team

Assignments.

1.2 Topic Overview

Welcome to Marketing Principles! This Marketing Principles module is an introductory course for you, the student, to learn, understand and be able to demonstrate key skills using principles and concepts of the marketing process. The module will culminate in the creation of a marketing plan of a real-life product, for which you will work in teams. Marketing is a vital concept in its own right for all students of business, finance, media/communications and related disciplines. Moreover, you are constantly exposed to aspects of marketing in your daily lives as a consumer, which means that you already have some basic knowledge and experiences in the field of marketing.

Marketing is a huge subject area and rapidly changing so not everything can be covered within this module. Do not fear if something you are interested in is not discussed. It may appear in another module in this programme or later on in your degree studies. Given the introductory level of the module, it will focus on only eight (8) major concepts. These concepts will be looked at some depth and you will be required to apply them to the marketing plan of a real product. These concepts are the building blocks of marketing and essential for working in and studying further marketing. Also essential in marketing is the ability to communicate and you will be rewarded through your various assessments for your communication, culminating in the final ‘pitch’ and report for this module. For this Marketing Principles module, it must be noted that the focus is on product and not services marketing. For the difference between the two, you will need to investigate the next few topics of this study guide. Lecturers will also guide you through a product selection, which is essential in completing the required team assessments. Through interactive lectures, short presentations, in-class activities, real-life assignments and quizzes, you are expected to be an active participant in the learning process. Your attendance and punctuality is vital for your teammates’ and your own learning and marks.

This module looks at you as already possessing some knowledge in relation to marketing. In view of this, you will be challenged to become critical observers and participants in your daily experiences as customers and/or marketers, applying what you have learned to the world around you. This will add a reflective component to the module. We look for you to be responsive, “thinking doers”, where marketing is concerned. The aim of this first session is to allow you to honestly assess your personal knowledge and ability in the

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area of marketing and identify any gaps you may have, and to start to think about how marketing affects you in your daily life as a citizen and customer. You have chosen to study the discipline of marketing, services or communications and so the ability to reflect critically on your experiences is the first step to taking on your professional calling. Enjoy the journey!

1.3 Definition of Marketing

Before proceeding to understand the various elements of the marketing process, it is important to be able to define the concept of marketing. This is important, as the following topics within this study guide will only make sense to the reader if a clear understanding of the concept of marketing has been established. Perhaps one of the first questions to be addressed is why is marketing important? To answer this question, consider the following quote:

“Business has only two functions, marketing and innovation. The rest are costs.”

The above was mentioned by Peter Drucker, a pioneer of the modern management approach. Drucker sees marketing, and not operations, finance, sales or any other functionality, as the key determinant of business success (cited in Kotler & Keller, 2012, p.20). While this seems very bold, it is hard to argue against. In an increasingly competitive business environment, businesses revolve around identifying, choosing and servicing customers and their purchases.

Marketing, simply put, is the set of processes involved with finding out who the customer is, and what it is they need and want, and then communicating to them. It is therefore important to note that marketing is a process consisting of many different activities and cannot be confined to just the output that we see and hear every day in advertisements. Kotler and Armstong (2018) added that while most people think of marketing only as selling and advertising, marketing is a process by which companies engage customers, build strong customer relationships, and create customer value in order to capture value from customers in return. In view of the many activities that make up marketing, various writers have developed