Developing Market Presence

Coursework

UNIT DETAILS
DEPARTMENT BAED PROGRAMME Executive MBA-Accredited by AMBA
UNIT CODE EMBA 106 UNIT TITLE Developing Market Presence
SEMESTER Fall 2012 SESSION 2012-2013
STAFF N. Dimitriadis STAFF OFFICE
E-MAIL ndimitriadis@city.academic.gr
Nikolaos@touchpoint.rs

COURSEWORK DETAILS
C/W NUMBER 1 CONTRIBUTION 70% of the unit final mark
C/W TITLE Critically evaluate the marketing mix of a firm of your choice.
C/W TYPE Individual assignment
HAND-OUT SUBMISSION DATE FEEDBACK DATE
DATE 28/10/2012 28/12/2012

LEARNING OUTCOMES
Upon completion of this piece of coursework, a student will be able to:

LO1 handle a number of tools available to marketing managers

LO2 appreciate and implement the concepts that are involved in producing an effective marketing effort

LO3 analyse real-life situations and provide solutions they may encounter

LO4 critically analyse, evaluate and use his own reasoning

LO5 synthesize the forces affecting the environment of a firm

LO6 assess factors affecting marketing decisions

The assignment assesses all learning outcomes of the unit

ASSESSMENT CRITERIA

Students will be assessed on the following criteria:

Quality and depth of research 40%

(This relates to primary research carried out within the chosen firm as well as collection and evaluation of
secondary material i.e. academic articles etc)

Clarity and strength of argument 50%

(This refers to the ability of the students to present a coherent evaluation and select appropriate
materials to support their argument, both in the evaluation part as well as the proposals part of the
report)

Structure and presentation of the report 10%

Coursework Code: EMBA 106 Unit Title: Developing Market Presence 1

Handout:
DETAILED DESCRIPTION

DETAILED DESCRIPTION

You should conduct a marketing mix evaluation (i.e. discuss the 4Ps) of what is offered or
manufactured by a firm of your choice and propose future marketing mix moves.

You are required to choose a real firm (most of you will probably choose the organization you work for) and
analyse and evaluate the marketing mix of the specific company.

You must also identify the reasons why the company follows the particular marketing mix. Theory must also
be included and you must try to connect theory with practice.

You should also give your own suggestions / proposals (per marketing mix element) as to what the company
can do in the future.

What is important is to show that you have understood the basic theories behind marketing and apply them
to a real-life example.

In other words, the report should be written as two (2) distinctive sections:
- evaluation of the marketing mix (approximately 70% of the content of the report)
- justified proposals for each of the marketing mix elements. (approximately 30% of the content of the
report)

You should always remember that what you are asked to do is a critical evaluation of the existing marketing
mix of the chosen firm. DO NOT simply present the mix and fall into the trap of simply describing the
technical characteristics of the products that are offered.

Important note: If the chosen firm deals with a gamut of products or product lines, it is advised to choose
only one of its product lines and evaluate it in depth. If this is the case, you must state in the title of the
report the name of the company and the product line you will focus on [e.g. "L'Oreal - The case of
Maybelline products" OR "BMW - The case of 3-series"].

The assignment will be fully explained in class.

SUBMISSION
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Students are expected to submit to the secretary, 7 floor Leontos sofou building the assignment by
The final work should be a typewritten hardbound report of 2,500 words.
The assignment should be presented properly and fully referenced according to guidelines given in the
Student Handbook.

NOTE
All sentences or passages quoted in this coursework from other people's work should be specifically
acknowledged by clear cross-referencing to author, work and page(s). Failure to do this amounts to
plagiarism and will be considered grounds for failure in this coursework. It is on the instructors discretion to
contact an oral examination, which will result to the award of the final grade to that particular piece of
coursework.

Coursework Code: EMBA 106 Unit Title: Developing Market Presence 2

Handout:
TURN IT IN REQUIREMENT

Apart from the usual hard copy submission, this piece of coursework is required to be submitted to turnitin
plagiarism detection software at:
www.turnitin.com
at a date no later than the submission date. This is an absolute requirement for releasing a mark. Brief
instructions on how you can set up your profile and submit your work can be found at:
http://www.turnitin.com/static/training_support/tii_student_qs.pdf (text)
http://www.turnitin.com/static/training_support/sdfvl1.html (video)
You are going to require:

CLASS ID: To be given at a ENROLLMENT PASSWORD: To be given at a later

later stage stage

If you have any problems in submitting your work, please contact the course administrator or the lecturer.

Be sure to write your confirmation number on your assignment cover page.

Coursework Code: EMBA 106 Unit Title: Developing Market Presence 3

Handout: