Professional Certificate in Marketing

Individual Assignment – Intake IV 2021

Assignment submission period 18 & 19 December 2021
Assignment acceptance time period Before 4.00 pm

GUIDELINES
• This assignment should conform to the Assignment Guidelines presented as per the
PCM Text Book. (Please refer Course Manual {last section} of the Text book)

• Attached COVER PAGE FORMAT should be used and the ASSIGNMENT MARKING
SHEET should be attached after the cover page.

• Word count: minimum 2000 and maximum 3000 words.

• Do not insert any pictures on the cover page of the assignment.

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

• Assignments should be submitted ONLY if allowed sitting for the examination paper
(Except for transferred candidates). If a student has NOT submitted the assignment,
an exam admission will not be issued for him/her.

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

• Your examination will be held on 16 January 2022 at three examination Centres:

Colombo, Kandy and Matara. Examination centre & time will be communicated
through the admission form.

• Admission will be prepared ONLY for the students who have 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 the 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 along with the table given below, filled
within 14 days from the examination date. It will be valid ONLY for the next immediate
examination.
• Results will be published in the SLIM website 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 one month after releasing the results.
• Only the assignment marks will be transferred. Therefore, students 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 a
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 – 2021
Registration Number
Contact Number
Reason for the absence

Signature of Student Date

Received by
(SLIM /Study Centre
Officer)

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 ASSIGNMENT TOPIC
“Understanding the Importance of Marketing Orientation and Consumer
Buying Behavior and the application of Marketing Mix elements for
organizational success”.

CONTENT

You have applied for the role of a Marketing Executive in an organisation which is marketing a
range of consumer durables [select any organisation of your choice], and you have been short-
listed. As part of the interview process you have been requested to send a brief report to the
Manager – Human Resources prior to the interview.

In order to prepare the report, HR Manager has requested you to visit their website and obtain
all relevant information about the consumer durables and the range of products offered by the
organisation.

During your information gathering process, you have realized the selected organisation is
currently experiencing declining number of clients, received several customer complaints and
that the organisation is Sales Oriented.

TASK ONE

Give a brief introduction about the selected Consumer Durables organisation and three products
it markets.
(10 Marks)

TASK TWO

Briefly explain the key differences between sales orientation and marketing orientation by
stating relevant examples in relation to the selected organisation and list five (05) steps you
would recommend to implement, to make the organisation marketing oriented.
(25 Marks)

TASK THREE

With reference to the selected organization, select one product of your choice and carry out a
detailed analysis of the marketing mix elements and analyze the value and importance of the
role of marketing in the context of the selected organisation.
(30 Marks)

TASK FOUR

Briefly carry out an analysis of “Consumer Buying Decision Process” with reference to the
product you have selected in Task 3.

(15 Marks)

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IMPORTANT:

Please refrain from copying-and-pasting information from the Internet or another source and
make sure to reference your work according to the Harvard referencing format.

Word allocation for each task

Task Content Weightage
Task One 10%
Task Two 25%
Task Three 30%
Task Four 15%

Note: Please refer the given assignment marking scheme for marks allocation.

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 Assignment Marking Scheme – PCM IV - 2021
(For the use of the examiners only)
Programme Professional Certificate in Marketing
Examination PCM IV 2021
“Understanding the Importance of Marketing Orientation and
Assignment Topic Consumer Buying Behavior and the application of Marketing Mix
elements for organizational success”.
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%
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

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 Specimen of an Assignment Cover page

TOPIC OF THE ASSIGNMENT

Prepared By

B.C. Perera

0000012345

Study Centre Name

Examination Month

Professional Certificate in Marketing

SRI LANKA INSTITUTE OF MARKETING

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