Marketing Management (BUSS-B 2011) – Fall - 23 – CW1 (Individual Portfolio) – All – QP

IN SEMESTER INDIVIDUAL ASSIGNMENT

Module Code: BUSS-B 2011 Module Name: Marketing Management

Level: 2 Max. Marks: 100

Instructions to Student
 Answer all questions.
 Deadline of submission: 04/12/2023 23:59
 The marks received on the assignment will be scaled down to the actual weightage
of the assignment which is 60% marks
 Formative feedback on the complete assignment draft will be provided if the draft is
submitted at least 10 days before the final submission date.
 Feedback after final evaluation will be provided by 18/12/2023

Module Learning Outcomes

The following LOs are achieved by the student by completing the assignment successfully

1) Demonstrate the impact of the environment on marketing decisions and analyse and
apply marketing concepts and techniques effectively.
2) Demonstrate knowledge of the concepts and methods of market segmentation, targeting
and positioning.
3) Demonstrate understanding and application of the marketing mix.

Assignment Tasks

INDIVIDUAL WRITTEN REPORT [100 marks]

You are to identify an established Omani organization and it can be large or small medium
enterprise, the organization intends to enter into a new market in other country mainly the GCC
countries due to their successes in their current markets segment over the past several years.
Plans for further expansion are hence currently being considered. You are required to identify a
prospective market and develop a report for the chosen organization.

You will conduct background research (secondary research – journal articles, industry magazines,
websites, news reports) into the product area, the chosen market, conduct a PESTEL analysis of
GCC Market and outline major elements of the environmental analysis.

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You will be required to understand the potential consumer market to identify a target market
(through the segmentation process) and develop a strategy to connect and communicate your
product to the target group in the new market.

You are also required to explain which marketing channels will be used and the integrated
marketing communication strategy.

The Plan should include the following sections:

• Executive Summary
• Marketing objectives
• Consumer Behavior analysis
• PESTEL analysis
• Marketing strategies
• Market Segmentation Strategy
– 4Ps
– Designing the Marketing Communications
– Implementing the Pricing strategy
• Detailed action plan
• Evaluation and recommendations

Word limit: 2500 words. Tolerance is 10% maximum either way. You are required to record
number of words on the cover page of assignment.

Rules & Regulations:

 All resources should be cited using APA 7th edition referencing style.
 The final assignment must have a Title page, Table of Contents, References/ bibliography using
APA 7th edition referencing style and page numbers.
 Title Page must have Assignment Name, Module name, Session, your name, ID, and the name of
the faculty.
 Softcopy in word format is to be submitted through Turnitin link on MEC Learn (Moodle).
 Viva will be conducted after the assignment submission as per the dates informed earlier.

Guidelines:

 Assignment must be computer typed.

 Font - Times New Roman
 Font – Style - Regular
 Font - Size - 12
 Heading should be with Font Size 14, Bold, Capital and Underline.

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 Explain with suitable diagrams wherever required. Diagrams must be drawn using suitable
software or by pencil.
 Each student has to do the assignment individually.
 You can refer books in E-Library or use internet resource. But you should not cut and paste
material from internet nor provide photocopied material from books. The assignment answers
should be in your own words after understanding the matter from the above resources.

EVALUATION CRITERIA

Marks

Executive Summary 5

Marketing Objectives 3

Consumer Behavior 10

PESTEL analysis 15

Marketing Strategies-

Market Segmentation strategy 12

4P’s 10

Designing the Marketing Communications 10

Implementing the Pricing strategy 10

Detailed action plan 10

Evaluation and recommendations 10

Presentation of Report (Format , In Text Citations &

Referencing 5

Assessment Evaluation Criteria

Knowledge and
Classification Understanding/
Technical / Practical Skills Reflection and critical analysis General / Transferable skills*
And % Range Application of Theory /
Evidence of Reading
 Outstanding knowledge and  Tasks completed with very  Outstanding skills for critical  Outstanding ability to use
Outstanding
First Class

depth of understanding of high accuracy. analysis, evaluation and learning resources

principles and concepts.  Outstanding skills in synthesizing.  Outstanding presentation,
94 -100
 Outstanding ability to apply interpretation of results /  Outstanding reflective logically structured, using
the theoretical concepts by practices, demonstrating

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considering of information and accomplishing practical outstanding personal accurate grammar and
systematically. tasks. learning and growth, insight spelling.
 Evidence of reading a wide  Demonstrates high degree of into required professional  Mostly correct cross-
range of educational autonomy in completing values and principles and referencing and links to
literature/research and tasks professional development supporting evidence
where applicable workplace planning.  Outstanding ability to
strategies, policies and  Original Findings presented communicate the
procedures. with conviction and justified information verbally and in
very well writing.
 Outstanding ability to work in
groups and to manage
teams.
 Outstanding ability to learn
autonomously.
 Very accurate referencing
and bibliography using
appropriate referencing style
 Outstanding problem solving
skills and outstanding
decision-making skills.
 Excellent knowledge and  Tasks completed with high  Excellent skills for critical  Excellent ability to use
depth of understanding of accuracy. analysis, evaluation and learning resources
principles and concepts.  Excellent skills in synthesizing.
 Excellent ability to apply the interpretation of results /  Excellent reflective practices,  Excellent presentation,
theoretical concepts by and accomplishing practical demonstrating excellent logically structured, using
considering of information tasks. personal learning and accurate grammar and
systematically. growth, insight into required spelling.
 Evidence of beyond the professional values and  Mostly correct cross-
minimum expected range of principles and professional referencing and links to
of educational development planning. supporting evidence
literature/research and  Findings presented with  Excellent ability to
Excellent
where applicable workplace conviction and justified well communicate the
strategies, policies and information verbally and in
84 – 93.99
procedures. writing.
 Excellent ability to work in
groups and to manage
teams.
 Excellent ability to learn
autonomously.
 Accurate referencing and
bibliography using
appropriate referencing style
 Excellent problem solving
skills for decision-making
skills.

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 Very good knowledge and  Tasks completed with very  Very good skills for critical  Very good ability to use
depth of understanding of good accuracy. analysis, evaluation and learning resources
principles and concepts.  Very good skills in synthesizing.  Very good presentation,
 Very good ability to apply the interpretation of results /  Very good reflective logically structured, using
theoretical concepts by and accomplishing practical practices, demonstrating accurate grammar and
considering of information tasks. very Good personal learning spelling.
systematically. and growth, insight into  Mostly correct cross-
 Evidence of reading a very required professional values
Second Class, Upper Division

referencing and links to

good number of educational and principles and supporting evidence
literature/research and professional development  Very good ability to
Very Good
where applicable workplace planning. communicate the
strategies, policies and  Findings presented with information verbally and in
77 – 83.99
procedures. conviction with very good writing.
justification  Very good ability to work in
groups and to manage
teams.
 Very good ability to learn
autonomously.
 Precise referencing and
bibliography using
appropriate referencing style
 Very good problem solving
skills decision-making skills.
 Good knowledge and depth  Tasks completed with good  Good skills for critical  Good ability to use learning
of understanding of accuracy. analysis, evaluation and resources
principles and concepts.  Good skills in interpretation synthesizing.  Good presentation, logically
 Good ability to apply the of results / and  Good reflective practices, structured, using accurate
theoretical concepts by accomplishing practical demonstrating good grammar and spelling.
considering of information tasks. personal learning and  correct cross-referencing
systematically. growth, insight into required
Second Class, Lower Division

and links to supporting

 Evidence of reading a good professional values and evidence
number of educational principles and professional  Good ability to communicate
Good
literature/research and development planning. the information verbally and
where applicable workplace  Findings presented with in writing.
70 – 76.99
strategies, policies and conviction and good  Good ability to work in
procedures. justification. groups and to manage
teams.
 Good ability to learn
autonomously.
 Good referencing and
bibliography using
appropriate referencing style
 Good problem solving skills
and decision-making skills.
 Satisfactory knowledge and  Tasks completed with  Satisfactory skills for critical  Satisfactory presentation,
depth of understanding of satisfactory accuracy. analysis, evaluation and logically structured, using
principles and concepts.  Satisfactory skills in synthesizing. accurate grammar and
 Fair application of the interpretation of results /  Satisfactory reflective spelling.
theoretical concepts by and accomplishing practical practices, demonstrating fair  Satisfactory cross-
considering of information tasks. personal learning and referencing and links to
Satisfactory systematically. growth, insight into required supporting evidence
Third Class

 Evidence of reading a fair professional values and  Satisfactory ability to

60 – 69.99 number of educational principles and professional communicate the
literature/research and development planning. information verbally and in
where applicable workplace  Findings presented with writing.
strategies, policies and conviction and satisfactory  Satisfactory ability to work in
procedures. justification. groups and to manage
teams.
 Satisfactory ability to learn
autonomously.

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 Satisfactory referencing and

bibliography using
appropriate referencing style
 Satisfactory problem solving
skills and exceptionally
competent for decision-
making.
 Basic knowledge and depth  Tasks completed with  Basic skills for critical  Acceptable presentation,
of understanding of minimum acceptable analysis, evaluation and logically structured, using
principles and concepts. accuracy. synthesizing. accurate grammar and
 Basic ability to apply the  Acceptable skills in  Basic reflective practices, spelling.
theoretical concepts by interpretation of results / demonstrating some  Acceptable cross-referencing
considering of information and accomplishing practical personal learning and and links to supporting
systematically. tasks. growth, insight into required evidence
 Evidence of reading a few professional values and  Basic ability to communicate
Acceptable /
number of educational principles and professional the information verbally and
Pass
literature/research and development planning. in writing.
where applicable workplace  Findings presented with  Basic ability to work in
50 – 59.9
strategies, policies and conviction and acceptable groups and to manage
procedures. justification. teams.
 Basic ability to learn
autonomously.
 Basic referencing and
bibliography using
appropriate referencing style
 Basic problem solving skills
and decision-making skills.
 Inadequate knowledge and  Tasks not completed  Poor skills for critical analysis,  Poor presentation, logically
understanding of principles  Poor skills in interpretation evaluation and synthesizing. structured, using accurate
and concepts. of results / and  Poor reflective practices, grammar and spelling.
 Poor application of the accomplishing practical demonstrating some  Inadequate cross-
theoretical concepts tasks. personal learning and referencing and links to
 No evidence of reading growth, insight into required supporting evidence
Fail / Poor educational professional values and  Poor ability to communicate
literature/research and principles and professional the information verbally and
<50 where applicable workplace development planning. in writing.
strategies, policies and  Findings presented  Poor ability to work in groups
procedures. unconvincingly with and to manage teams.
improper justification.  Poor ability to learn
autonomously.
 Inadequate referencing and
bibliography using
appropriate referencing style
 Poor problem solving skills
and decision-making skills.

Important Policies to be followed

1. Student Academic Integrity Policy*:

 MEC upholds the spirit of academic integrity in all forms of academic work and any form of
violation of academic integrity shall invite severe penalty. Any benefit obtained by indulging
in the act of violation of academic integrity shall be cancelled.

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 MEC also reserves the right to notify the appropriate law enforcement authorities of any
unlawful activity and to cooperate thereafter in any investigation of such activity.
 Faculty can conduct a viva to investigate and ascertain that the work submitted is student’s
own work as per the guidelines for the same. A student can be given a maximum of 2
chances to attend the viva in such cases. It is expected that the student attends the viva
during the first chance itself unless due to extenuating circumstances. If the student does
not attend the viva in spite of being given 2 chances and fails to submit valid reasons,
he/she will be awarded a fail in the module and this shall be counted as a case of academic
integrity violation.
All cases of violation of academic integrity on the part of the student shall fall under any of the below
mentioned categories:

1. Plagiarism
2. Malpractice
3. Ghost Writing
4. Collusion
5. Other cases
If the student fails a module and has a proven case of academic integrity violation in this module,
the student is required to re-register the module. This is applicable to first and second offence of
academic integrity violation of plagiarism type
1.1. First Offence of Academic Integrity Violation:
1.1.1. Plagiarism
a. If a student is caught first time in an act of academic integrity violation during
his/her course of study in any assignment other than project work and if the type
of violation is plagiarism, then the student will be allowed to re-submit the
assignment once as per the period allowed for re submission However, a penalty
of deduction of 25% of the marks obtained for the resubmitted work will be
imposed.
b. Period of re-submission: The student will have to re-submit the work within one
week (5 working days) from the date he or she is advised to re-submit.
c. Re-submission of the work beyond the allowed period of resubmission will not be
accepted and the assessment will be awarded a zero mark.

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d. If the re-submitted work (within the allowed period of resubmission) is also found
to be plagiarized, then that assessment component will be awarded a zero mark.
It shall also contribute to the total count of academic integrity violation for that
student.
e. If plagiarism is detected in UG Project work (Project 1, Project Planning and Project
Design and Implementation), the above clauses do not apply, and the work will be
summarily rejected. In these cases the student will be awarded a fail (F) grade and
is required to reregister the module.
1.1.2. Malpractice / Ghostwriting / Collusion
If a student is caught first time in an act academic integrity violation during his/her course
of study for an assessment component irrespective of coursework or end semester and
if the type of violation is Malpractice/Ghostwriting/Collusion, then the student shall fail
the module.

1.2. Second Offence of Academic Integrity Violation:

1.2.1. Plagiarism
a. If any student is caught second time in an act of academic integrity violation during
his/her course of study and if the type of violation is plagiarism, then the student
will not be allowed to resubmit the work, and s/he will directly be awarded zero
for the work in which plagiarism is detected.
b. The student shall also receive a warning of suspension in such cases.
1.2.2. Malpractice/Ghostwriting/Collusion
a. If a student is caught a second time in an act academic integrity violation for an
assessment component irrespective of coursework or end semester and if the type
of violation is Malpractice/Ghostwriting/Collusion, then the student shall fail the
module.
b. The student shall also receive a warning of suspension in such cases.
1.3. Third Offence of Academic Integrity Violation:
a. If a student is caught a third time in an act of academic integrity violation for an
assessment component irrespective of coursework or end semester then the student
shall fail the module and also shall be suspended for one semester from the College,
once the academic integrity violation case is confirmed by Institutional Assessment
Review Committee.
b. The student shall be suspended for the immediate subsequent semester and can
register for modules only after having served the suspension period fully. This is also
applicable for semesters offered in block mode.

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c. During the suspension period, the student shall have to mandatorily complete a course
on academic integrity/writing before s/he can register for any modules.
d. During the period of suspension, the student shall be allowed to attempt
supplementary examinations if s/he is eligible for the same. S/he shall also be allowed
access to all college facilities permitted for a regular student except for registering the
modules.
1.4. Fourth Offence of Academic Integrity Violation:
a. If a student is caught a fourth time in an act of academic integrity violation for an
assessment component irrespective of coursework or end semester, the student shall
fail the module and also shall be expelled from the College, once the case is confirmed
by Institutional Assessment Review Committee.
b. The student shall be expelled from the college and all access to the college facilities
and premises shall cease to exist. The documents shall be released only after getting
the NOC (No Objection Certificate) from Registration Office.
c. `On termination, the student shall not be refunded any fees paid for the academic
semester in which academic integrity violation was observed.
1.5. Other cases
If a student commits an act of academic integrity violation as per the definition of “other
cases” mentioned in the previous section or of a different nature, student’s case shall be
forwarded to an Institutional Assessment Review Committee, Chaired by the Associate
Dean, Academic Affairs. The committee shall investigate the case by means of a viva and/or
a hearing of the parties concerned if required and shall take appropriate decision. The
penalty that can be granted to a proven case of academic integrity violation which falls in
this category of “other cases” can be a warning/component zero/ module
fail/suspension/expulsion depending on the nature and gravity of the offence.
1.6. Types/Variations of cases of Plagiarism and associated actions
Type 1: In case plagiarism is detected in any component or part submission (submitted at
different times) of one assessment (assignment), the deduction in marks will be applicable
for the whole assessment (assignment), even if only the component or part submission alone
needs to be resubmitted.
Type 2: In case plagiarism is detected in a group assessment, all students of the group will be
considered as having committed an act of plagiarism irrespective of whether plagiarism is on
account of the act of all or a few or only one member. The policy will then be applied to all
students.
If some students in the group are eligible to re-submit (first offence) and others are not
eligible, only eligible students will be allowed to re-submit within a period of one week and
the penalty will be applied as per the policy for each student according to his / her history of
violations.
Type 3: Combination of Type 1 and Type 2: In case plagiarism is detected in any component
or part submission (submitted at different times) of a group assessment (assignment), the
deduction in marks will be applicable for the whole assessment (assignment), even if only the
component or part submission alone needs to be resubmitted. All students of the group

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would be considered as having committed an act of plagiarism irrespective of whether

plagiarism is on account of the act of all or a few or only one member. The policy will then be
applied to all the students of the group.
If some students in the group are eligible to re-submit (first offence) and others are not
eligible, only eligible students will be allowed to re-submit within a period of one week and
the penalty will be applied as per the policy for each student according to his / her history of
violation.
Type 4: Variation of Type 1 and Type 2: In cases where the assessment consists of
components or part submissions that could be a group assessment component (e.g. group
assignment) and an individual assessment component (e.g. individual reflection), the
following will be applicable:
a. If plagiarism is detected in the group assessment component, all students of the group will
be considered as having committed an act of plagiarism, irrespective of whether plagiarism
is on account of the act of all or a few or only one member. The policy will then be applied to
all students of the group. In such cases the group assessment component will be resubmitted.
If some students in the group are eligible to re-submit (first offence) and others are not
eligible, only eligible students will be allowed to re-submit within a period of one week and
the penalty will be applied for each student according to his / her history of violation.

b. If plagiarism is detected in the individual assessment component, the individual assessment

component will be resubmitted - if the student is eligible for resubmission-. The policy will
then be applied to that student alone.
c. In both cases (a) and/or (b), the deduction in marks will be applicable for the whole
assessment (assignment).

1.7. Types/Variation of Cases of Multiple Offences

If student is caught with multiple violations of same or different nature in different modules
of the same semester, they will be considered as one offence and student will be penalized
for each violation according to the type of the offence.
If student is caught with multiple violations of same or different nature in the same module
of the same semester, then they will be considered as different offences and each will
contribute to the overall count of AIV. The student then shall be penalized for each violation
according to the count and type of each offence.

* For further details Refer to MEC Student Academic Integrity Policy in Student Handbook.

2. Late Submission Regulations:

It is the students’ responsibility to check all relevant timelines related to assessments.

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As per the Assessment Policy at MEC, late submissions are allowed for one week (5 working days)
for all UG modules with a penalty. In such cases, a deduction of 5% of the marks obtained for the
submitted work shall be imposed for each working day following the last date of submission
till the date of actual submission. Assessment documents submitted beyond a period of one
week (5 working days) after the last date of submission will not be accepted and will be awarded
a zero for that assessment. In cases where the submission has been delayed due to extenuating
circumstances, the student may be permitted to submit the work without imposing the late
submission policy stated above. The extended period of submission will be one week from the
original last date of submission. In such cases, the student is expected to submit the supporting
certificates on or before the original last date of submission of the assessment and the decision
of extension rests with faculty responsible for the assessment .The late submission policy shall be
applied if the student fails to submit the work within one week of the original last date of
submission.
Students may contact their teachers for clarification on specific details of the submission time if
required.

3. Research Ethics and Biosafety Policy

To protect and respect the rights, dignity, health, safety, and privacy of research subjects involved
including the welfare of animals and the integrity of environment, all student projects are
expected to be undertaken as per the MEC Research Ethics and Biosafety Policy. Accordingly the
following shall apply.

 Research and other enterprise activities shall be conducted by maintaining the high ethical
standards consistent with national and international standards and conventions.

 Any research at MEC that is categorized as high-risk research shall be subject to review and
approval by the Research Ethics and Biosafety Committee.

 Research activities involving collection of human or animal tissues and manipulation of microbial,
animal or plant cells shall be subject to review and approval by the Research Ethics and Biosafety
Committee.

 Participants involved in research must be informed about the purpose of research and intended
uses of research findings. Written consent must be obtained from people involved prior to the
commencement of research.

 Data obtained from participants must be treated with high confidence and should be used only
for the intended purpose of research.

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