JULY 2022/MKT2013/MKT201/MKT2123

GROUP ASSIGNMENT

COURSE : PRINCIPLES OF MARKETING

COURSE CODE : MKT2013/MKT201/MKT2123

SUBMISSION
2 DATE : 11 NOVEMBER 2022

1. This group assignment aims to fulfill CLO3 - Prepare a marketing plan for the airline industry

2. The marks allocated for this group assignment are 20% for the group written report and 10%
for the group presentation based on individual performance.

3. Students are required to make a report based on the marketing plan for the airline industry.
The marketing plan must be carefully designed to appeal to its unique market. The
information concerning:

Table of Contents
1) Introduction - Company background
2) Marketing Strategy (4P’s)
2.1 Product
2.2 Price
2.3 Place
2.4 Promotion
3) Suggestions and Recommendations
4) Conclusions
5) References
6) Appendix – Slide presentation
7) Rubrics
 JULY 2022/MKT2013/MKT201/MKT2123

4. The number of group members can vary from 4 to 5 students.

5. Students need to prepare a report of 2,500-3,000 words regarding the above requirement.
Each group is required to make a presentation. The duration should not be more than 20
minutes.

6. The general format of the written report is as follows:

 Cover page based on ISO format: Cover page (KUPTM)
 Font size: 11
 Font: Arial
 Alignment: Justified
 Line spacing: 1.5
 APA referencing

7. Save your file with the Group Leader’s Name or the group name, Section No, the name of the
assessment, and the subject code as the file’s name. (Example of the file’s name: Bieber
S1 Group Assignment MKT2013/MKT201/MKT2123).

8. Students must submit the assignment ONLINE through Learning Management System (LMS)
by 11 November 2022 before 11.59 p.m.

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Example: References APA

Textbook

Zikmund, W.G. (2003). Business Research Methods (7th ed.). South-Western, Mason,
Ohio: Thomson.

Sekaran, U. (2003). Research methods for business: A skill-building approach. 4th ed. USA:
John Wiley and Sons

Website

MCMC (2020). Communications and multimedia: Pocketbook of statistics (2019). Retrieved

from https://www.mcmc.gov.my/skmmgovmy/media/General/pdf/PocketBookCommunication
s- Multimedia_2019.pdf

Department of Statistics, Malaysia (2020). Current Population Estimates, Malaysia, 2020.

Retrieved from
https://www.dosm.gov.my/v1/index.php?r=column/cthemeByCat&cat=155&bul_id=OV ByWjg
5YkQ3MWFZRTN5bDJiaEVhZz09&menu_id=L0pheU43NWJwRWVSZklWdzQ4TlhUU
T09#:
~:text=The%20percentage%20of%20population%20aged,69.7%20per%20cent%20in
%2020 20.

Journal

Featherman, M. S., & Hajli, N. (2015). Self-Service Technologies and e-Services Risks in Social
Commerce Era. Journal of Business Ethics, 1-19.

Akman, I., & Mishra, A. (2017). Factors influencing consumer intention in social commerce
adoption. Information Technology & People, 30(2).

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Cover Page

GROUP ASSIGNMENT

NAME :
ID NUMBER :
SECTION :
LECTURER : MISS NORHAYATI BINTI WAHIB

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GROUP ASSIGNMENT RUBRICS

Please enclose the rubrics used for the assessment

GROUP FINAL PROJECT – WRITTEN REPORT (20%)

Course Name: Principles of Marketing Students’ Name:

Course Code: MKT201/ MKT2013 Students’ ID:
Group No: Section:

Criteria Weight 0 1 2 3 4 Max Marks

1. Introduction 1.5 No – The – Missing 2 or – Missing 1 The introduction covers any 6

introduction The introduction more element three of the following:
was given. is vague and elements listed  the name and
lacks detail needed. – Acceptable background of the
– Explanation is – Vague introduction company,
not in introduction  a clear and sufficient
paragraph description of the
format company’s products and
services,
 reason for choosing the
company’s product and
service
 The objective of the
assignment
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Criteria Weight 0 1 2 3 4 Max Marks

2. Marketing 4 No Vague discussion Acceptable Most of the A detailed description of the 16

strategy - discussion explanation but description is product strategy
Product is given lack of detail/ not presented
in paragraph form. – What the product has to
offer such as brand,
product line,
positioning, quality,
packaging,
differentiation, and
service
– picture of the product
and the product line
– Very clear evaluation of
the product strategy

3. Marketing 3 No Vague discussion Acceptable Most of the A detailed description of 12

strategy - discussion explanation but description is the distribution (place)
Place is given lack of detail / not presented strategy
in paragraph form. – location of their
business operation
– distribution intensity
– Delivery service?
Online?
– Very clear evaluation of
the distribution strategy

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Criteria Weight 0 1 2 3 4 Max Marks

4. Marketing 5 No Vague discussion Acceptable Most of the A detailed description of 20

strategy - discussion explanation but description is the promotion strategy
Promotion is given lack of detail / not presented
in paragraph form. – Information regarding
advertising, sales
promotion, personal
selling, direct/digital
marketing, and public
relation
– Pictures of their
promotion
– Very clear evaluation of
the promotional strategy

5. Marketing 3 No Vague discussion Acceptable Most of the A detailed description of 12

strategy - discussion explanation but description is the pricing strategy
Price is given lack of detail / not presented
in paragraph form. – Price of the product
– Product mix pricing
– Price adjustment
strategy
– Very clear
evaluation of the
price strategy

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Criteria Weight 0 1 2 3 4 Max Marks

6. Suggestions and 6 Very clear suggestion and 24

No Vague Brief suggestions Clear suggestions
recommendations recommendation on the
suggestions suggestions and and and
marketing strategy.
and recommendation recommendations recommendations
recommendat s on the on the marketing on the marketing – Product
ions given marketing strategy. strategy. – Price
strategy. – Place
– promotion
7. Conclusion/ 1.5 The conclusion Only a minor part The conclusion was relevant to 6
A major part of
summary No was irrelevant to of the conclusion the assignment.
the conclusion
conclusion the was relevant to the
was relevant to
was given. assignment. assignment.
the assignment.

8. Essay 1 Very poor Poor essay Traces of Some formats are All formats are available 4
A formats such essay format format and no formats but does available with with the correct APA
as Cover Page, and no referencing not follow APA some APA referencing style.
Table of referencing referencing referencing
Content, page style. style
numbering, and
APA format
references

Total 25 Total 100

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GROUP FINAL PROJECT – VIDEO PRESENTATION (10%)

# Weight 0 1 2 3 4 Marks

The group is well dressed for the

1 1.25 Very poor Poor Acceptable Good 5
presentation

The purpose of the presentation is

2 1.25 Very poor Poor Acceptable Good 5
communicated

3 1.25 Very poor Poor Acceptable Good Organised and easy to follow 5

4 2.5 Very poor Poor Acceptable Good Creative presentation 10

Presenters have a good

5 1.5 Very poor Poor Acceptable Good 6
understanding of the
topic
6 1.5 Very poor Poor Acceptable Good Presenters are well-prepared 6

Presenters speak clearly and

7 1.25 Very poor Poor Acceptable Good 5
effectively

Time for presentation is used

8 1.25 Very poor Poor Acceptable Good 5
effectively

9 1.25 Very poor Poor Acceptable Good Impressive presentation slides 5

10 1.25 Very poor Poor Acceptable Good Good teamwork 5

11 1.5 Very poor Poor Acceptable Good Excellent Introduction 6

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# Weight 0 1 2 3 4 Marks

Excellent description and

12 1.75 Very poor Poor Acceptable Good 7
evaluation of product strategy

Excellent description and

13 1.75 Very poor Poor Acceptable Good 7
evaluation of distribution strategy

Excellent description and

14 1.75 Very poor Poor Acceptable Good 7
evaluation of promotional strategy

Excellent description and

15 1.75 Very poor Poor Acceptable Good 7
evaluation of price strategy

Excellent
16 1.75 Very poor Poor Acceptable Good 7
recommendation/suggestion

17 0.5 Very poor Poor Acceptable Good Conclusion 2

Total 100

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