Maryland International College

School of Graduate Studies

Course: Marketing Management

Course Number: MBA 621

• Individual Assignment: Article Review

• Group Assignment: Evaluation of Marketing Planning of a Company

General Direction:
• . Assessment weight for assignment are:
✓ Article review 20%
✓ group Assignment for Evaluation of Marketing Planof a
Company30%

• The article thematic area that you are going to review are related to
Marketing Management Planning
• One group should not be more than five students
• High contribution from each group member is mandatory and
highly expected.
• Your assignment should have clear introduction, analysis and
conclusion parts.

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 Instruction for format (article review and Evaluation of Marketing
Planning):
• Provide brief and to-the-point article description for review and evaluation of marketing
planning.
• Edit your work very well
• Your writing should be to the academic standard (free from language, spelling,
mechanics, fragmentation and any other language errors).
• Use the font size for the heading (topic of the project, main titles and sub tittles titles
15, 14 and 13 respectively.
• use 12 font size, 1.5 spacing and New Times Roman style for the discussion or
description part of the project or assignments.
• at least five references are expected
• Please do not bind using plastic; simply you can bind using staplers.

Note that
• Submission date: at the end of the classfor article reviewand during exam time for
group assignment.
• Meeting the schedule is mandatory for submitting assignment, checking the
assignments and final examination.

Assignment One: Article review

• The article that you are going to review are attached here in MIC e-mail.

This article review assignment entails reviewingarticle that will be reviewed by

individual. The article is:
Article: Relationship marketing in Vietnam: an empirical study.

Directions:
1. You need to review thearticle and it should not have more than three pages.

2. The guideline on how you review the articles is attached herewith.

3. Please carefully read the checklist or the guideline before you start reviewing the article.

4. Each check-list has marks or points

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Article Review Check list
This article review assignment is designed to enable you to enhance your analytical skill by
critically reviewing journal articles, working papers and similar scientific works related to
topics in marketing management empirical reviews based on the following checklists.
Checklists for Article review
No Description Mark/Points
1 General description of the articles (name of the writers, academic status, Two marks
experience, publisher status and editors, reputability of the journal, readability,
being cited and any other important information).
2 Review the major objective(s), significance and scope of the study Two marks

3 the theories that author presents as a basis of the study and a comment on Two marks
validity of the theories for the study. Evaluate the main topic that the writer has
used.
4 Make review the major research design, tools, variables, sampling methods and Two marks
data analysis techniques
5 Make review the major findings Two marks
6 How well are conclusions of the article aligned with the topic of the study Two marks

7 What exactly does the work contribute and relate to the overall topic of your Two marks
course?

8 In your opinion, what were the strengths and weaknesses of the article or paper Two marks

9 What have you learned from the article review generally Two marks

10 How the Citations and references are matching, numbers and timing of the Two marks
citations and references. How the references are related with the study

Assignment Two: Evaluation of Marketing Planning of a company

Direction:
• Dear students! Do you know any company in your area?
• Please think in your group and go on to examine the company or enterprise that
you think convenience to you.
• You are going to evaluate the marketing plan practices of the company or
enterprise based on the following checklists.

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1. This project or assignment will have three major types such as Introduction
(the concepts, justification for your analyzing the marketing Plan analysis of
enterprise, objectives, scopes, method and procedure and data tools, that you
have used to evaluate the Marketing Plan).
2. Body of the project based on the checklists that are provided to you
3. Conclusion(what impressed you from the analysis of the entrepreneur or
small scale enterprise ) and recommendation
4. References
5. The assignment should fulfil the academic standard of writing.

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 Number Checklist Description of the Checklists Assigned
Marks
(30%)
1. Introduction The concepts, justification for evaluating the marketing Plan of company or enterprise, objectives, scopes, method and 2
procedureand data tools that you have used for how do you evaluate the marketing planshould be clearly stated here.
2. External • What are the main problems faced when dealing with the macro-environment? 5
Environment: Macro • Identify the general economic, political, Legal conditions, social , technological and global environment of the
environment country, region, state, and local area in which the company operates:
Analysis • What are the main opportunities and threats that you have got from each macro-environment factor?

3. External What are the most important factors making up the micro-environment? 4
Environment: Micro • The types of the business, the products or service types,

environment • Who are the customers or clients?

Analysis • Where/when do customers purchase the firm's products?
• Who are the suppliers, where are the suppliers, types of suppliers, the strengths and weaknesses of suppliers.

• Generally make evaluation for The micro-environment that affects closely on theOrganization these
factors are: competitors; customers; suppliers and intermediaries;
4. Internal • The types of the business, the products or service types, 4
Environment • Who are the customers or clients?
Analysis • The form of the business,
• the trade-marks, logo,
• Where/when do customers purchase the firm's products?
SWOT Analysis From the above marketing planning evaluation, point out the strengths, weaknesses, opportunities and threats of the 3
Matrix enterprises that you have evaluated. Make matrix for the SWOT analysis.

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5. Marketing • Do the company segment its product and which marketing segmentation is applicable for the company? 5
segmentation, target • What might be the segmentation bases for the company that you have chosen market?
and Positioning • What are the major components of the marketing segmentation?
• To what extent the company benefited from marketing segmentation?What are the benefits of market
segmentation?
• Market Targeting is concerned with selecting an appropriate segment or segments, and approaching it in

a consistent and effective way.

6 Marketing Mix • Describe the firm's current marketing mix performance based on the following guideline 5
Analysis • Generally, use the following checklists can be used to evaluate the marketing plan of the company
1. Product or service:
A. Major features and benefits:
B. Brand name and packaging:
C. Customer service strategy:
D. Complementary products:
2. Pricing:
A. Pricing objectives:
B. Description of per unit costs:
C. price strategies that the company used

3. Distribution:
A. General supply chain strategy:
B. Intermediaries and channels to be used:
4. Promotion:
A. General promotion strategy that have used:
B. Promotion objectives:
C. Elements of the advertising/publicity strategy:
D. Elements of the personal selling strategy:
E. Elements of trade sales promotion (push) strategy:
F. Elements of consumer sales promotion (pull) strategy
G. Elements of the sponsorship strategy
7. The Lesson and • What have you learned for the evaluation of marketing planning for a company? How do you relate with the 2

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recommendation theories and models that you have learned in class?
• What do you recommend for the company, the students and the teacher of this project work or assignment?

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