BACHELOR OF ARTS (HONS) IN BUSINESS ADMINISTRATION

CORE MODULE
INTRODUCTION TO MARKETING
INSTRUCTIONS TO CANDIDATES
You are required to write an individual assignment of approximately 2500-3000 words. This individual assignment
will contribute 35% of the marks, the group assignment will contribute to 15% of the marks, totaling to 50% of the
assessment.
Submission Date : June 29,2014
You will be graded on the basis of your critical analysis and presentation of facts. Pay attention to structure, format,
layout, and presentation, bearing in mind that you are to quote and include your sources of information in footnotes or
endnotes. Do remember to include the bibliography, failure to do so would incur a severe mark down for plagiarism.
University of Wales
Principles of Marketing
Individual Assignment
Introduction
As part of your course, you are required to write a project using between 2,700 and 3,300 words on a subject
on innovation in marketing. Details of the subject are given after the introduction. First, a word about innovation.
In the 1950s. Peter Drucker , referring to Marketing stated, Innovate or Die. He meant that if a marketer
does not innovate his/her product or Service, he/she is likely to lose the market because competitors anxious to take
over the market share would have would have.. In the late eighties, Tom Peters and Bob Waterman stated in their boo,
In Search of Excellence, Innovate or Evaporate. He very much said the same thing. In Malaysia, as in many parts of
the world, the buzzword among marketers is Innovation. So this term is receiving serious attention by, the
government, businesses organizations and individuals.
So, what does this word mean? It may refer to an idea, a new product, service, so long as it is an idea that has
been applied to produce a new product or service. It need not be a new invention. It may be old idea had been adapted,
or changed to it looks new. These new products or innovations should add value to the product in terms of quality,
efficiency, speed, greater reliability.
Some examples of innovation are: digital cameras, 3-D television, 3-D games, electronic road maps, on-line air
line booking, LCD projectors, automatic floor cleaners, on-line learning, i-pods, instant foods, internet shopping,
instant soil analysis, hydrophonic gardening, electronic books, e-mails, electronic notice boards, innovative cooking
utensils, etc.

1.

2.

Your Task
You are to select any product or service that is currently available in the market and offer your suggestions on
how that product or service may be innovated for better performance. The performance may be in terms of improved
output, reduced cost, safety for the consumer, greater durability, increased functions, etc.
Give your project an appropriate title.
In order to give complete information about your task, the following are given to as suggestions. You may use as subheadings. You may choose to use your own. You have the flexibility to organize your work in the manner that you feel
brings out the innovative ideas.
How you could begin
This assignment demands creative thinking.
Identify a product or service.
Describe the product or service and its uses
What are the uses?
The merits of the product or service
The demerits of the product
Can innovations improve the product or service (If not change the product or service).
Describe the shortcomings.
What are your suggested innovations?
What types of problems do you anticipate?
What are the expected benefits?
What are the areas where innovations may be applied?

3.

How does this compare with current competitors; products/services

Provide details
What is the spinoff
Ease of application
Low cost (in the long run)
Profitable
Implemented quicklyTime
A reliability innovation
A product/service of Quality
Durable innovation

4. Market

Current
Next month
Next year
Long-term

5. Comments / conclusions
Some tips
Your presentation must offer practical suggestions on how the innovations may achieve its objectives. You may
wish to use some of the following ideas:

Is there a need for an innovation programme?

Seek original ideas.
Examine current position on new innovations
The problems associated with implementing innovations
Types of innovations and reasons, providing reasons.
Suggestions on structuring.
Suggestions on implementing.
Establishing quality standards.
Implementation of quality standards.
Monitoring performance.
Other observations.
Collect accurate and current data from reliable source.
Identify sources.
Presentation
You are expected to read widely and discuss with friends, lecturers, educationists, politicians, and anyone else who can
provide information. You may also discuss the issues with your classmates. The final work must be your own.
No grammar or spelling mistakes. You have the time and resources to correct them.
All footnotes and references must be complete. (use Harvard style)
You will have to make a presentation in class, on completion.
This part of your work carries 35% of the total marks for the subject.
Marks may be earned by the following:
-clear introduction
- logical structure that flows
- content that is solid , well supported with illustrations and examples.
- support your statements with evidence.
-paragraph your answers and provide subheadings
-draw conclusions that are logical and purposeful
You will be provided with more materials later on.
Start now. Postponing will reduce your quality.
Observe the guidelines provided by University of Wales.
It will be suicidal, if you plagiarize.You can however paraphrase. Acknowledge original authors.
Submit your completed work on or before the due date or you may fail the paper.