AFT1053

Principles of Marketing

Examination Plan % Date

Quiz/Case Study 10% to be confirmed
Marketing Plan Project group (3-4 students) 20% Final Submission 21/05/2015
Project Presentation group (3-4 students) 10% Starting on 5th week
Advertising UMK Project group (3-4 students) 20% Final Submission 15/05/2015
Final Examination 40% Confirmed
Total 100%

For Marketing Plan, Project Presentation and Advertising UMK Project, students must be registered this
week (L9) and next week (L8) in groups (3-4 per group) and choose any company either SME or MNE to
investigate.

In detail:

1. Presentation of the Project is a group work. Each (3-4 per group) will present via Power Point
Presentation (PPP) and participants will be individually assessed (10%), starting on 5th week.
2. Marketing Plan (3000-4000 words) is a group project with 3-4 students per group (20%).
For Marketing Plan format please refer to Kotler & Armstrongs Principles of Marketing book
(page 634).

In particular, Marketing Plan project group incorporates:

Executive Summary

Current Marketing Situation

- Market Description
- Product Review
- Competitive Review
- Channels & Logistic Review

SWOT Analysis

Objectives & Issues

Marketing Strategy

- Positioning
- Product Strategy
- Pricing
- Distribution Strategy
- Marketing Communication Strategy
 - Marketing Research (No need)

Action Programs

Budgets (No need)

Controls (no need)

Attendance

Attendance to classes (lectures, tutorials) must not be less than 80% as a prerequisite for the final
examination. Students who are unable to attend any of the classes as scheduled due to a reasonable excuse
(sick leave, emergency, approved activities, etc) must provide evidence to the lecturer of the course, or
they may be barred from taking the final examination (if arrival less than 80%).