Preliminary Certificate in Marketing Assignment / Examination Application

PCM Intake IV 2017

Name(should be filled by student as per student ID)
Registration Number (should be filled by student)
Nature of the assignment Individual Assignment
Assignment submission date 03rd December 2017 (Before 4.00PM)
Late submission period (with penalty and marks 04th December 2017 10th December
reduction) 2017 (Before 4.00PM)
Examination Date 23rd December 2017

Assignment Requirements
This assignment should be conformed to the Assignment Guidelines presented as per the
PCM Text Book. (please refer Course Manual {last section} of the Text book)

Word count minimum: 2000 and maximum 3000 words.

Do not insert any pictures on the cover page of the assignment. Submit the soft copy of the
assignment along with the bound hard copy ( all assignments should be spiral bound)

Assignments will NOT be accepted after last date of acceptance under any circumstances.

Total 07 Marks will be reduced from all assignments submitted after the submission date.
Also a fine of LKR 500/= will be charged for any individual assignment submitted after the
submission due date.

Assignments should be submitted ONLY if sitting for the examination paper. (Except for
Transferred candidates). If a student has NOT submitted the assignment, he/she will NOT
be issued an exam admission.

Assignment / Examination Application (This page) should be attached to the assignment

before the cover page. The assignment-marking scheme should be attached right after
the cover page.( Please note this is not mentioned in the format in the course manual but
to be adhered)
PCM Examination Rules and Regulations

You will be issued a student ID/membership card from the institute within first month.
Its your responsibility to coordinate with the study centre where you attend the
lectures to collect the ID card.

Your examination will be held on 23rd December 2017 at two examination centres
Colombo and Kandy. Examination centre & time will be communicated through the
admission form.

Admission will be prepared ONLY for the students who submitted their assignments
before the last date of acceptance. You are expected to collect your admission form at
least three days before the examination date. You will not be allowed to sit for the
examination without admission card and student ID/NIC.

If you were absent on the examination date due to an illness, your assignment marks
can be transferred to the next immediate examination. You are expected to submit a
medical certificate as a proof of your illness alone with the following table filled within
14 days from the examination date. It will be valid ONLY for the next immediate
examination.

Results will be published in SLIM web site within one month from the examination
date. Result sheets or letter of assignment transfer (Only for absent students) should be
collected from SLIM / Study centres within two weeks after releasing the results.

Its only the assignment marks will be transferred. Therefore student should coordinate
with SLIM / Study Centre to apply for the next immediate examination before the
assignment submission date by submitting a repeater application form along with
payment of LKR3,000 as repeat examination fee.

------------------------------------------------------------------------------------------------------------------------------
MEDICAL ACCEPTANCE FORM

(Please separate from here and hand over to SLIM / Study centre attached with medical
certificate)

Student Name
Program & Intake PCM Intake IV 2017
Registration Number
Reason for the absence

Signature of Student Date

Received by
(SLIM /Study Centre
Officer)
 ASSIGNMENT TOPIC

Understanding the Importance of Marketing Orientation, the process

of Segmentation, Targeting and Positioning in designing a
customer-driven marketing strategy.

ASSIGNMENT BACKGROUND

Todays successful organizations have one thing in common: Like Unilever, Hemas FMCG, Nestls,
Wal-Mart, Proctor & Gamble to name a few, are strongly customer-focused and heavily committed
to marketing by creating a customer driven culture.

These organizations recognize that they cannot appeal to all buyers in the marketplace or at least
not to all buyers in the same way. These organizations have identified the segments of the market
it can serve best and most profitably and it has designed customer-driven marketing strategies that
build the right relationships with the right customers.

Task 01
Select an FMCG organization of your choice and give a brief introduction about the organization
and three products or brands it markets.

(10 Marks)

Task 02
With reference to the selected organization in task one, select one product/brand or your choice
and carry out a detailed analysis of its marketing mix elements.

(25 Marks)
Task 03
Briefly describe the four major sets of variables/bases that might be used in segmenting consumer
markets. In your opinion which segmenting variable(s) do you think the chosen organization is
using?

(30 Marks)

Task 04
Briefly explain the key steps that you recommend that the selected organization should implement
in order to be marketing oriented and identify four (04) benefits of being marketing oriented.

(15 Marks)

Task 01 10 Marks
Task 02 25 Marks
Task 03 30 Marks
Task 04 15 Marks
Following assignment guidelines(As per the Course Manual in the Text
20 Marks
Book)
Total 100 Marks
For late submission, 07 marks will be deducted from the total earned marks
 Assignment Marking Scheme PCM IV - 2017
(For the use of the examiners only)
Programme Preliminary Certificate in Marketing
Examination PCM IV 2017 23rd December 2017
Understanding the importance of Marketing Orientation, the
Assignment Topic process of Segmentation, Targeting and Positioning in designing
a customer-driven marketing strategy.
Student Registration Number
(to be filled by the students)

Allocation of marks ( Please Use only a RED PEN from this point onwards)

Area of evaluation Weightage Marks Awarded

Task 01 10%

Task 02 25%

Task 03 30%

Task 04 15%

Following assignment guidelines 20%

Total 100%

Late Marks

Final marks of evaluation

Overall comments by the examiner

100

Signature of Examiner Signature of

& Date Education officer

Important: This should be attached to the assignment AFTER THE COVER PAGE