Marketing Management


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E.g.: If a student scores 90 in an assignment, the final mark will be 76 after penalty is imposed.
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and fail for the course. However, Plagiarism is an academic offence and will not be tolerated.
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other details shall be shared based on request)
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then the student is deemed to fail the course.
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Total 90 marks. 10 Marks for Class Participation. Final marks will be converted
to 90 marks.
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actions taken.
a) If assignment is Question & Answer based then.
Introduction is needed for each question.
Question has to be answered based on the mark allotted for each question with references if any idea or
information is taken from other source.
b) If assignment is case based then,
Executive summary
Table of content
Body of assignment (questions related to case need to be answered)
Conclusion / Recommendation if any
References (in-text + citation) to be used.
Total Marks / 90
Plagiarism is a form of cheating, by representing someone else’s work as your own or using someone else’s work
(another student or author) without acknowledging it with a reference. This is a serious breach of the Academic
Regulations and will be dealt with accordingly. Students found to have plagiarized can be
excluded from the
Plagiarism occurs whenever you do any of the following things without acknowledging the original source:
Copy information from any source (including the study guide, books, newspapers, the internet)
Use another person’s concepts orideas
Summarize or paraphrase another person’s work.
How do I avoid plagiarism?
To ensure you are not plagiarizing, you must acknowledge with a reference whenever you:
use another person’s ideas, opinions or theory
include any statistics, graphs or images that have been compiled or created by another person or organization
Paraphrase another’s written or spokenword.
What are the penalties?
The penalties for plagiarism are:
Deduction of marks,
A mark of zero for the assignment or the unit, or
Exclusion from the program.
Plagiarism is dealt with on a case-by-case basis and the penalties will reflect the seriousness of the
Please note claiming that you were not aware of need to reference is no excuse.
Assignment reusable straws – Marketing Management
In the past couple of years, the global shift toward selling and buying more eco-friendly products
seems to have accelerated. In virtually any industry, environmental friendliness and sustainability
have become a hot topic. The hospitality industry is no exception to this. The other day, you were
having dinner at one of the fancier restaurants in town and you noticed your drinks came with
stainless steel reusable straws. This has been the first time you came across them in the UAE. A
quick search on Google is telling you that they are far from ubiquitous where you live – which
makes you catch the idea to start selling them in the UAE too. After all, you believe the market is
far from saturated. To substantiate this hunch, you are going to apply what we learned during our
Marketing Management course and determine whether selling stainless steel reusable straws
yourself would be a viable endeavour in the UAE. Your first step will be to determine and
develop your value proposition.
Determining and developing your value proposition
1. a. First, you are going to identify and outline 2 market segments that operate in this
fragmented market. Make sure to document the i) psychographics, ii) demographics, iii)
geographics, and iv) the segments’ behavioural patterns of these 2 market segments.
Substantiate each of the segments that you have identified by referring to
both a piece of
qualitative data
and a piece of quantitative data that you have come across during your
market research
250 words max. per market segment, excluding data; 750 words max. in total, excluding
b. Next, you will target 1 of these segments, toward which you will be directing your
marketing efforts. Argue why you believe your resources are best spent targeting this
market segment.
250 words max.
2. Describe what the (i) core product is that you will be offering, (ii) the actual product, and
iii) the augmented product.
250 words max.
3. Write a positioning statement. Use the following format: “To [target segment and need]
our [
brand] is [concept] that [point of difference]. Explain the rationale behind your
formulation. Refer to Maslow’s
Hierarchy of Needs to explain on what need(s) you will
250 words max, excluding the positioning statement
Communicating your value proposition
a. Establish your communication objective. On which of the five levels of the Hierarchy of
Effects [note: this is different from Maslow’s Hierarchy of Needs!] will you be focusing?
Explain why you believe this communication objective suits your product in this stage
250 words max.
b. Additionally, what kind of promotional efforts will you be deploying in order to meet your
communication objective? Explain your pick.
150 words max.
c. Do these promotional efforts qualify as push marketing or pull marketing? Explain your
150 words max.
Which of Cialdini’s persuasion principle(s) will be at the core of your marketing
communication? Why do you think this/these will be the most effective one(s) in
persuading your target audience to buy your product? Apply at least two of Cialdini’s
persuasion principles to this case.
250 words max. per persuasion principle