CRKC7002 - Marketing Management Assignment Task Answers

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Assignment Task:

For the formative assessment, we shall be looking for your ability to apply what we have covered so far, and your skills in writing an academic paper.

You first need to choose an organisation whose marketing you will study. It can be almost any kind of entity: your own company, a local private firm, a Non-Governmental Organisation (NGO), a Not for not-for-profit organization (NPO), an educational institution or even a major corporation. It would however help if you it know well.

The chosen organisation needs to respect the following criteria:

  • to be an existing organisation whose correct name is used;
  • to have competition thereby excluding monopolistic entities;
  • not to be Apple, Coca-Cola or Safaricom (these have been chosen too often).

If you chose an NPO or NGO, you must be aware that the marketing effort of the organisation is directed at those who fund the organisation, usually called the donors. What the NPO or NGO does and who it may benefit are in fact part of the product.

With the chosen organisation in mind, now analyse the application of the following marketing concepts to it:

  • Marketing Mix: - The 4Ps
  • Differentiation
  • Competitive Advantage
  • Commoditisation and how to cope with it
  • Segmentation

This paper will be marked, but it will not explicitly be part of your overall grade. We will give you our feedback which you should use to develop the final assessment.

Keep it short – the target is 1,000 words+/-10%. A fully-developed paper will be for the final.

Word Count: 2392, Too high for formative

Turnitin Similarity Score: 23% OK, quotes, fragments and references

In the final submission make sure you use the correct word count.

Why do you offer two pages of introduction? This was not asked for and will not gain marks. You table of contents should be structured to reflect the question. If you loose focus you will loose marks. We are interested in the analysis across the frameworks.

The referencing looks weak. The source for Figure 1 should be made clear.

Make sure you can access and use the academic databases available here: Emerald, EBSCO and Dawson may be particularly useful. Try to identify focused references to support the techniques applied. Do not overuse general references when more specific ones may be available.

There will be many banking specific references available across the databases, so you have an opportunity to give greater depth.

If there is no allocated mark for the sub sections, take care to spread the word count and the references / research evenly across the sub parts. Be careful with the use of observation to populate the frameworks reviewed. Try to find references to specific data sources that support the analysis being undertaken. It would be very helpful to offer multiple references per framework as this gives depth. Avoid over description of the technique at the cost of not developing the analysis. Make sure you spread the effort across each framework in the final submission.

Overall this is a satisfactory foundation to build on for the final submission. You may find this ebook useful: Keep a very sharp focus on answering the question.

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Guidelines on Writing the Assessments


  • The purpose of this presentation is to supplement the Assessment Briefs, and give some Ideas on how to write them
  • Areas covered:
    • Summary
    • Choice of Organisation
    • Topics to cover, length of paper
    • Organisation of assessments
    • Structure of Papers
      • Title page
      • Abstracts
      • Introduction
      • Main body
      • Conclusion
      • References
    • Style of Writing
    • Technical Issues


  • Choose an organisation, preferably one you know well
  • Demonstrate your knowledge of the Marketing Concepts by
    • Applying them, 1 by 1
    • Define each concept (briefly) at the start of each section
    • Critique existing marketing actions of the chosen organisation. Suggest improvements
  • Do not propose a full plan

Choice of Organisation

  • Choose an organisation, preferably one you know, that is not in a monopolistic market
    • In a monopoly, many of the marketing concepts may not apply and hence we exclude these
  • Please avoid the following companies (for the sake of sanity of the examiners!)
    • Apple
    • Coca-Cola
    • Safaricom
  • Non-Governmental Organisations (NGO) and Not for Profit (NPO) organisations can be chosen; but ensure that you understand the following:
    • In marketing terms, the Customer is the source of money. They are usually individual donors, philanthropic organisations or governments

Therefore Differentiation, CompetitiveAdvantage, Promotion, Segmentation (and possibly Place) relate to donors (not recipients of the aid)

  • The recipients of the aid (product or services) use the Product
  • The Final Assessment can use the same organisation as the Formative Assessment
    • However, do take note of any Examiner’s comments in the Formative Assessment


  • Include as many of the topics taught in this course as possible:
Formative Assessment Final Assessment
1000 words (+/- 10%) 3500 words (+/- 10%)

• Marketing Mix: 4P’s

• Differentiation

• Competitive Advantage

• Commoditization and how to cope with it

• Segmentation

Everything in the Interim plus

• The Marketing Mix: P’s and C’s

• Commoditisation and Total Product & Solution offering

• Managing, especially the service element

• Experiential Marketing, Customer Relations and Experience Management

• Use of Internet in Marketing

• Pricing and Cost Structure

• Branding

• Sustainability, TBL and Stakeholders

Organisation of Assessments

  • We recommend the following structure:
    • Title page
    • Abstract
    • Table of Contents
    • Introduction
    • Main Text of Paper
    • Conclusion
      • If relevant
    • References

Title Page

Should contain the following:

  • name of university
  • name of degree
  • name and number of course
  • purpose of paper (e.g. formative or final assessment)
  • title of paper (your own title e.g. "Häagen Dazs's Marketing Strategy")
  • student number (note that the identity of the student is not known to the marker)
  • word count (excluding title page, abstract, table of contents, bibliography, tables and diagrams)
  • A declaration that this is entirely the student's own work: there is no plagiarism


  • This is a “teaser” and should invite the reader to read the paper
  • It is a brief summary of the entire paper
    • It should be very short
    • It contains only this and nothing more
  • It is not part of the paper proper
    • It is not an introduction
    • It should not contain citations


  • This “sets the scene”.
  • Contains the following information:
    • The company (or organisation)
      • Name
      • What the company makes or does
      • Location
      • Competitors
    • What you will do/say in the paper
      • g. analyse according to Sustainable Marketing principles

Main Body of Paper

  • Analyse the target using the concepts taught in the course
    • Suggested Structure:
      • Concept 1 (e.g. Differentiation)
      • Concept 2
      • Concept 3 etc.
    • Start each new concept with a brief definition (and appropriate citation)
    • Some suggestions for improvement are welcome
      • Critique is important


  • Optional, but usually included
  • Brief summary of the key findings in the paper
    • Do not introduce any new material

References 1

  • For a Master’s level submission, you must read widely around both:
    • marketing concepts
    • target organisation
  • A mix of types of reference is preferred
    • newspaper, book, journal, internet, company etc.
    • Ensure good quality references
      • Wikipedia, MBASkool etc. not allowed
    • Summarize, in your own words, what someone else has said, and then cite the author, at the end of the sentence or paragraph
      • Do not put anything in the list of references that has not been cited in the text
    • Number of references expected
      • Difficult to say. In final assessments, this author has seen
        • 4, with none cited in the text. A very poor failure
        • Above 30. A very good mark

References 2

  • Style of Referencing
    • Harvard System

i.e. no foot notes, no numbered lists etc.

  • Recommended source of information:

  • Example
    • In main body of paper:

“… and sustainable marketing typically deals with not only financial performance, but also effects on both society and on the planet (Martin and Schouten, 2012).”

  • In List of References at the end:

Martin, D. and Schouten, J., 2012. Sustainable Marketing. London: Pearson Education

  • Used for all citations
    • Including internet URL’s

No URL’s in the text, only referenced at the end.

  • Do not use “Anon.” as an author (except in very specific circumstances)

Style of Writing – 1

  • This is an academic paper and the style of writing needs to reflect this.
    • It is not a journalistic piece, nor a presentation
  • Avoid copy/pasting
  • The only direct quotes, if any, should be short, pithy and highly relevant
  • At all times let the words be your own
  • Do not use 1st person pronouns (e.g. I, we, my etc)
    • Use instead the passive voice
    • Or use “the writer” or “the author”

Style of Writing 2

  • Quite formal, no slang unless in quotes
  • Do not use contractions such as can’t.
  • You will put the marker in a very bad mood if you confuse:
    • it’s and its
    • their, there and they’re
    • your and you’re
  • Developing paragraphs: try to open the paragraph with a theme sentence and then develop the theme
  • Avoid single-sentence paragraphs
  • No pointless filling. Avoid such statements as
    • “it should be noted”
    • “it is important to note that”
    • “taking all things into consideration”
    • “a further very interesting point that has yet to be mentioned is”

Style of Writing 3 – Sentences

  • Keep sentencing simple, and generally short.
  • Do not run distinct main clauses together
  • Make good use of “joining words” such as:
    • however, therefore, thus, nonetheless, furthermore, moreover
  • If two sentences really go together, you could use a semi-colon.
    • NB avoid overuse of semi-colons
  • A small but irritating point: put a space after commas and full stops and not before!
  • Do not put text into tables

Layout of the paper -1

  • Use MS Word (.doc or .docx)
    • A4 paper size (not Letter)
    • Portrait layout (for all pages)
    • 12 point font
    • Double spacing
  • Ensure section headings are on the same page as the first line of the following text
  • Use spell check
  • Proofread the paper several times

Layout of the paper – 2
Use of MS Word

Some important techniques:

  • Force a new page using Ctrl-enter
  • Join a heading to the following text: right click the heading, select Paragraph, select tab titled Lines and Breaks, select Keep With Next
  • Advanced: learn how to make a table of contents in MS Word.
  • Advanced: Consider using the Reference feature (called Citations & Bibliography in MS Word) using the style of APA sixth edition or of Harvard - Anglia 2008


  • If you follow all the above you should be able to submit papers that are good in both content and structure
  • You are permitted to have a friend proofread the English language. NB keep a copy of the original (unedited) version