Assignment Brief

MBA International Business

Academic Year 2020-21
Module Information:
Qualification: Master of Business Administration International Business

Module Code & Title: MBAIB 11001 Marketing Management

Assignment Title: Project Report

Assignment Type: Individual

Component Weighting: 60%

Date of Issue: Due date:

Instructions:
1. Note that this assignment brief consists of 4 pages including the cover page. Candidates are NOT
supposed to attach this document along with the assignment answer uploaded on the LMS.
2. When a candidate submits the assignment answer, it implies the candidate’s agreement of the
‘Statement of Originality and Student Declaration’ in page 3.
3. Files must be renamed using the following format, StudentID StudentName ModuleCode
E.g. C201001 Test Student BAIBF08001
In the case of group assignments, GroupID ModuleCode
E.g. Group A BAIBF08003
4. Assignment answers must be submitted in .pdf format.
5. The deadline for the submission of your assignment will be 4:59 PM on the due date stated
above.
6. You are recommended to submit your assignment answer well ahead of the deadline to avoid last
moment issues due to technical glitches (power outages, data issues etc). Note that email
submissions and/or answers submitted under the incorrect module will NOT be accepted.

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MBAIB 11001 Assignment 1

General Guidelines
1. A Cover page or title page – You should always attach a title page to your assignment. Make
sure to include your student details clearly in the cover page. This includes your ICBS Student
ID, Full Name and Group ID (for group assignments).
2. All the assignments should be prepared using word processing software and finally converted
to pdf format prior to submission.
3. Allow 1” margin on each side of the paper.
4. The submission of your work should be organised and clearly structured.

Word Processing Rules

1. The font size should be 10 point, and should be in the style of Arial.
2. Use 1.5-line word-processing. Justify all paragraphs.
3. Ensure that all headings are consistent in terms of size and font style.
4. Use footer function on the word processor to insert ONLY the Page Number on each page.
5. Use word processing application spell check and grammar check function to help edit your
assignment.

Important Points:
1. Carefully check the assignment submission due date, time and the instructions provided with
the assignment. Late submissions will NOT be accepted.
2. Ensure that you give yourself enough time to complete the assignment by the due date.
3. You must take responsibility for managing your time effectively.
4. Non-submission of work without valid reasons will lead to an automatic REFERRAL. You will
then be provided alternatives to complete the assignment during the resit diet.
5. Take great care that in the event you use the work or ideas of others in your assignment, you
appropriately reference them, using the HARVARD referencing system, in your text and any
bibliography, otherwise you may be guilty of plagiarism.

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MBAIB 11001 Assignment 2

 Statement of Originality and Student Declaration

I hereby, declare that I know what plagiarism entails, namely to use another’s work and to present it
as my own without attributing the sources in the correct manner. I further understand what it means to
copy another’s work.
1. I know that plagiarism is a punishable offence because it constitutes theft.
2. I understand the plagiarism and copying policy of the University of the West of Scotland.
3. I know what the consequences will be if I plagiarize or copy another’s work in any of the
assignments for this programme.
4. I declare therefore that all work presented by me for every aspect of my programme, will be
my own, and where I have made use of another’s work, I will attribute the source in the
correct manner.
5. I acknowledge that the submission of the assignment answer document, constitutes my
agreement of the above.

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MBAIB 11001 Assignment 3

ASSESSMENT BACKGROUND

“Change is imminent and unstoppable. A business needs to remain flexible and be willing to embrace
change based on changes to both internal and external factors of a business. Businesses that remain
rigid and reluctant to change could be faced dire consequences that stem from external changes
which in turn affect the internal functions of the business.

Undertaking a full-scale audit will undoubtedly assist in identifying the organisations current position
keep the organisation on track to reaching its desired objectives. When market opportunities are
restricted locally, it is important to be focused on new geographic locations. Under such conditions, a
marketer plays a vital role to not just ensure a business achieves growth in a challenging
environment, but also sustain the growth achieved.”

Topic 01: Improvement of the Strategic lock (connection)

You have been asked to develop an innovative product or service with the objective of improving the
strategic lock (connection) of the customer with your organisation through an innovation that will
increase the level of the loyalty.

Topic 2: Customer Service

You have been requested to consider the best option to improve customer service with the objective
of creating growth or sustaining the revenue of the organisation for the key stakeholder.

Topic 3: New Customer Acquisition

You have been requested by the senior management to take responsibility to create new customer
acquisition strategies with the objective of creating growth or sustaining the revenue of the
organisation for the key stakeholder.

ASSESSMENT TASK

Selecting one of the above topics, you are required to prepare a Strategic Marketing Plan to suite
one of the above, through an innovation. You may commence the report by providing a short brief of
the organisation and the situation what it is facing in the current context and what type of innovation
would be appropriate for such a situation.

Task 01 (35 Marks)

Present a creative brief that will be presented to an agency in the process of a new/existing target
segment in line of the objective selected for the chosen organisation.

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MBAIB 11001 Assignment 4

Task 02 (65 Marks)

Create a strategic marketing plan that will include the following but is not limited to;

1. Justifying the topic selected

- Justify the topic that is selected through a Micro or a Macro analysis.
2. Introducing TWO innovations and the selection process
- Propose two innovations and through a BSC select the best innovation that would fit the
business strategy
- Justify the segment
3. Product / Brand Positioning
- How the product / brand will be positioned in the new market
- Explain the key value drivers for your brand
4. Value proposition canvas
- Create an annotated Value Proposition Canvas that evaluates the offer to achieve the
objectives for the selected innovation
5. Budgeting and setting timelines
- Use appropriate frameworks and models to formulate budgets and timelines.
6. Control Measures
- Specify how best the ROI for the organisation will be impacted, accounting for the
incremental sale and bottom-line growth of the business.

Please note the following:

1. You can use a suitable Creative Brief & Strategic Marketing Planning framework (Provided
the specified contents are covered).
2. You are free to select an organisation and a brand of your choice. Note that the organisation
that you select should be large scale Local or Global organisation.
3. Total no of marks allocated for Assessment No 2 is 60%.
4. The total number of words for both Task 01 and 02 should not exceed 3,000. (Executive
Summary and list of references would not be included in the word count and your assignment
is accepted for 10% +/- on the word count)

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MBAIB 11001 Assignment 5

MARKING CRITERIA

Task 01 (35 Marks)

MARKING CRITERIA

Assessment Item Marks

TASK 1 (35 marks)

Formulate a creative brief that will be presented to an agency in the

process of a new target segment in line of the objective selected for the
chosen organisation.
The use of the following model or any model that covers these areas is
mandatory. This is a brief area of explanation. The focus is to gage the
students understanding of what a creative brief is;
A. Background and Market Information
B. Product Features and Benefits
C. Target audience & Positioning
D. Marketing and Communications objectives 35

E. Rivalry Map
F. Information from research
G. Key message that need to be communicated
H. Customer benefits
I. Types of campaign and recommended media
J. Duration of Campaign
K. Budgets

TASK 2 - (65 marks)

1. Justifying the topic selected

Justify the topic that is selected through a Micro or a Macro analysis.

Explaining the importance of the theme that is selected with the use of TWO
of the following; 8

- Scenario planning
- TOWS Matrix
- Ansoff Matrix
- Bowmen’s Clock

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MBAIB 11001 Assignment 6

 2. Introducing TWO innovations and the selection process
- Propose two innovations and through a BSC select the best
innovation that would fit the business strategy and selection of a
Balance Score Card
6
- Justify the segment that is been chosen with the use of
Demography, Geography and behavioral

3. Product / Brand Positioning

- How the product / brand will be positioned in the new market (An
explanation on how the selected brand will be positioned in the
market space with the use of Brand positioning Bulls-eye model)
10
- Explain the key value drivers for your brand (Identify the key
value drivers of the brand with the use of a BRAND
PRISM/BRAND PYRAMID or BRAND KEY)

4. Value proposition canvas

- Create an annotated Value Proposition Canvas that evaluates the
offer to achieve the objectives for the selected innovation (Draw a
8
Value proposition canvas for the chosen innovation. Explain the
key areas of the value proposition)

5. Budgeting and setting timelines

- Use appropriate frameworks and models to formulate budgets and

8
timelines (Use a GANTT chart to explain the time lines of the
campaign)

6. Control Measures

- Specify how best the ROI for the organisation will be impacted,
accounting for the incremental sale and bottom-line growth of the
business (Explain the ROI for the business in a numerical form
(Analysis) and what controls that the business will use to
streamline the campaign) 17
Conclusion
Use of a Customer Journey map to explain the projected journey of a
customer.

7. Structure, format and presentation of the document

- including table of contents and documentation appropriately 8
cited requisite number of references
[TOTAL: 100 MARKS]

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MBAIB 11001 Assignment 7

OTHER REQUIREMENTS

List of Contents
This should list in sequence, with page numbers.

List of Tables and Figures

The lists of tables and figures (diagrams, graphs, illustrations) should follow the list of contents and
each has their own numbering sequence.

List of references
In text referencing should match with the list of references attached to the end of the assessment
work. It should be represented in Harvard Referencing Style.

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MBAIB 11001 Assignment 8