Postgraduate Diploma in Marketing
Individual Assignment
December 2019
Discovering Marketing Essentials (DME)
Examination /Assignment Registration 14th to 27th October 2019
Period
Examination / Assignment Registration 28th to 31st October 2019
Grace Period
Assignment Submission Period 04th to 10th November 2019
Late Submission Period 11th to 17th November 2019
Assignment Acceptance time period Weekend and Weekday from 9.00am to 3.00pm
Presentation Date N/A
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GUIDELINES
ASSIGNMENT SUBMISSION:
You are required to register for examinations / assignments within the above given
period. Assignments will not be accepted if you have not registered for the
exam/assignment.
Assignments should be submitted to SLIM within the Assignment Submission Periods
indicated above.
Assignments will not be accepted after the late submission period under any
circumstances.
SLIM will issue an acknowledgement slip upon the submission of your assignment and
it must be retained by the student as proof of submitting the assignment.
ASSIGNMENT COVER PAGE:
Attached cover page format should be used, printed in the relevant colour (Stage 1-
Blue/Stage 2-Green/ Stage 3-Pink).
THE ASSIGNMENT MARKING SHEET should be attached after the cover page followed by the
Assignment checklist & declaration form.
A SOFT COPY of your assignment should be sent to the above mentioned email address for
which you will receive an automated reply of receipt of the assignment. If you have
not received the automated reply, please verify with course coordinator. The soft copy
is only a reference document that will not be considered as an assignment submission.
IMPORTANT NOTES
If you have not submitted the assignment" your results for the respective subject will
appear as “Fail” in the final grading.
In case of absence at the examination, the student has to re-do the assignment in order
to pass the subject in the next examination.
If you are a student of an Accredited Study Centre, you can submit the assignment to
the accredited study centre and presentation date and time will be notified to the
centre once all assignments are received by SLIM Home and SLIM web site.
Present university students are allowed to submit the assignment without attending
lectures since they register as self-study students. However, they have to attend
individual presentation sessions.
Refer student deliverables indicated below for specific details about assignment
submissions and presentations.
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MY EVENT PRO
“Event Pro” (Hereafter known as EP) is an industry leading event management company which
has operated in the market since 2010. The top management consists of with three (03) board
directors and the business started with capital investment of 10 million in 2010.
As an event management company, EP specializes as a fully integrated event management
company which caters to both business and the consumer market segments.
Business Events of EP
Exhibitions Related to Specific Trades
Product & Corporate Launches
Press Briefings and Media Conferences
Sales Promotions Projects
Commercial Sports Events
Roadshows
Supermarket Promotions
School Events and Competitions
Other Client Specific Events
Consumer Market Events of EP
Wedding events
Birthday Parties
Family Gatherings or any Anniversary Celebrations
Kids Parties
Other Client Specific Events
EP operates with a well-established supply chain of service providers and the operation is
managed internally with 12 Managers and 65 operational level staff members. Current annual
income of the company is 175 million as at 31st March 2019. EP’s financial objective for the years
2019 - 20 is to reach 250 million and to capture 40% (increasing of 10% growth) in the market
share.
Most of the industries including event and exhibitions sector were highly affected with the 21/4
terrorist attack by the international Islamic terrorist organization (ISIS) in 8 locations in the
country. This resulted in the immediate cancellation of most of the local and international events
that were on the roadmap due to the security threat. This situation also negatively affected EP as
a company leaving the corporate targets/objectives and business plan in danger to continue the
business.
The management of EP decided to consult a professional organization in marketing and business
consultancy to design a contingency plan to overcome the situation.
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Assumption: Your company Glocal Marketing Research and Consultancy (Hereafter known as
GMRC) was selected by EP for consultation and to design a future plan for the business. You are
expected to start the plan with the given inputs and provide an initial idea to EP on the following
aspects.
TASK ONE
a) Critically analyze the Marketing Environment framework (Marketing Audit) covering
internal and external micro and macro environment of Event Pro (EP).
b) Based on the marketing audit identify company’s Strengths and Weaknesses and industry
related Opportunities and Threats which is influencing the business.
c) Select minimum three (03) marketing environment factors from each Micro and Macro
environment and describe in detail.
TASK TWO
Due to the present condition, Event Pro (EP) decided to focus mainly on the Business customers
(B2B). Develop a two-page report covering with the business buying patterns including Business
Buying Process and other relevant theoretical model that relevant to the given case.
Your report on this task study must cover following:
Factors influencing B2B buying
B2B Buying Process
B2B decision making unit
TASK THREE
Explain the importance of relationship marketing and discuss five (05) benefits of relationship
marketing to Event Pro (EP) in the context of B2B.
IMPORTANT:
Please refrain from copying-and-pasting information from the Internet or another source and
make sure to reference your work according to the Harvard referencing format.
Word allocation for each task
Task Content Weightage
Task one 40%
Task two 30%
Task three 30%
Total ( word count 1000 – 1500) 100%
Note: Please refer the given assignment marking scheme for marks allocation.
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ASSIGNMENT CHECKLIST & DECLARATION
This document is intended as a guide to check and improve your assignment. Review your
assignment together with the specific guidelines and criteria (marking schedule) that are
mentioned in the programme handbook given to you.
You are expected to confirm that your assignment fulfils the below requirements. Please tick
(√) in the cages as necessary.
Student Name
Registration No ( As per registration book )
Cover page with relevant colour code of the stage
Stage 1 – Blue
Stage 2 – Green
Stage 3 – Pink
Assignment checklist & declaration form ( This sheet)
Assignment marking scheme is attached
Assignment sheet is attached
Table of contents
Body of the assignment
References
Course fee paid in full (coaching/registration/exam and membership)
Exam registration completed
Assignment emailed to relevant email address
(You will receive an automated reply of receipt for the assignment. If you have not
received the automated reply, please verify with course coordinator. The soft copy is
only a reference document that will not be considered as an assignment submission)
I’m fully aware that any misleading information provided in the above checklist will lead to the rejection
of my assignment.
I, the undersigned, confirm that I have read and understood the statement about plagiarism which is
outlined in the students’ handbook. I confirm that the work that I have submitted accompanying this
report is wholly my own, and that any quotations or sections of text taken from the published or
unpublished work of any other person is duly and fully acknowledged therein.
Signature: _________________ Date: _________________
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Assignment Marking Scheme
December 2019
Subject Discovering Marketing Essentials (DME)
Student Registration Number
Marks
Criteria Awarded
Allocated
Aligning to the purpose of the assignment 20
Some of the answer addresses to the purpose of the question 1-5
This has addressed the purpose of the assignment 6-10
Has addressed the purpose of the assignment coherently 11-15
This has addressed the purpose of assignment comprehensively 16-20
Clarity of expression 20
An attempt to organize in a logical manner 1-5
Satisfactory showing of logical manner and organization 6-10
Shows higher level of Carefully and logically organized 11-15
Shows coherent structure with clearly expressed ideas 16-20
Using examples/evidences 20
Shows a little use of examples 1-5
Some use of examples. Some evaluation attempted 6-10
Some use of examples. Well evaluated 11-15
Shows appropriate examples are fully and reliably evaluated 16-20
Critical analysis of concepts, theories, conclusions 20
Demonstrates limited evidence of critical analysis 1-5
Demonstrates some critical analysis of relevant theory 6-10
Demonstrates application of theory through critical analysis 11-15
Demonstrates application of critical analysis well integrated 16-20
Following assignment guidelines 20
Limited follow-up of assignment guidelines 1-5
Some level of follow-up of assignment guidelines 6-10
Good display of adherence to assignment guidelines 11-15
Excellent adherence to assignment guidelines 16-20
Total
100
Special Remarks
Signature of the Examiner
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Discovering Marketing Essentials (DME)
Assignment Topic
Student Name
Reg. No.
December 2019 Examination
Postgraduate Diploma in Marketing
Sri Lanka Institute of Marketing
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