ASSIGNMENT

SEPTEMBER 2017 SEMESTER

SUBJECT CODE : MKM602

SUBJECT TITLE : MARKETING MANAGEMENT

LEVEL : MASTER’S DEGREE

STUDENT’S NAME :

MATRIC NO. :

PROGRAMME :

ACADEMIC FACILITATOR : SYADWAN HANANI AHMAD

LEARNING CENTRE : KL

INSTRUCTIONS TO STUDENTS

1) This assignment consists of TWO (2) parts, Part A and B. Please answer ALL
questions.
2) Plagiarism in all forms is forbidden. Students who submit plagiarised assignment
will be penalised.
3) References MUST be included and taken from reliable sources. Please use the APA
Referencing Style and cite your work appropriately.
4) This assignment carries a 60% weightage toward final grade.
5) The submission date for this assignment is BEFORE or ON 14 DECEMBER 2017.
Please submit your assignment answer via PLS.

THERE ARE 2 PAGES OF QUESTION, EXCLUDING THIS PAGE.

DECLARATION BY STUDENT
I certify that this assignment is my own work and is in my own words. All sources have been
acknowledged and the content has not been previously submitted for assessment to Asia e
University or elsewhere. I also confirm that I have kept a copy of this assignment.

Signed:_________________________
INSTRUCTION: Answer ALL questions

PART A: 50%

Question 1

A niche is a more narrowly defined customer group seeking a distinctive mix of

benefits within a segment. Niche marketers avoid large markets and try to be the
leader in a small market or niche. Nichers have three tasks: creating niches, expanding
niches, and protecting niches.

You are required to identify three “nichers” (firms and/or brands) and explain why
they have identified these as “nichers” based upon the following criteria:
1. Little/no competition
2. Focused business
3. Strong relationships with customers
4. Business stability

Your answer should be in essay format with words limit 2000-2500 words based on
the guideline given below:
1. Introduction
2. Contents – Discussion required on the three niche firms/or brands
3. Conclusion
4. References: References must be included and taken from reliable sources.
5. Appendix

(25 marks)

Question 2

To understand the marketing function, we need to understand the following core set of
concepts. Explain Core Marketing Concepts.

(25 marks)

PART B: 50%

Assume that you were the marketing consultant of AeU. You are asked to construct a
marketing plan - to have a 20% increase in student number in 2018. There is no single
“right” way to approach a marketing plan. However, you can use this outline as a
guideline in constructing your marketing plan and it is not compulsory to have all the
items in your report. The words limit 3500 - 5000 words.

Marketing Plan Outline

1. Mission statement
2. Diagnosis: Where are you right now?
3. Product/Service
4. Market
5. Distribution

MKM602 Marketing Management 0917 2

 6. Promotional strategy
7. Competition (Direct and Indirect)
8. Pricing

(50 marks)

END OF QUESTION PAPERS

MKM602 Marketing Management 0917 3