NATIONAL ECONOMICS UNIVERSITY

BTEC HND IN BUSINESS AND MANAGEMENT

Assignment Cover Sheet
NAME OF STUDENT
REGISTRATION NO.
UNIT TITLE
ASSIGNMENT TITLE
ASSIGNMENT NO
NAME OF ASSESSOR
SUBMISSION DEADLINE

Principles of Marketing
Marketing Process and STP
1 of 2
NGUYEN THI THU TRANG
9am, Monday 8tt April, 2013

I, ___Nguyn Hong Long___ hereby confirm that this assignment is my own work and not copied or
plagiarized from any source. I have referenced the sources from which information is obtained by me
for this assignment.

________________________________

_________________________

Signature

Date

---------------------------------------------------------------------------------------------------------------FOR OFFICIAL USE

ASSIGNMENT GRADE

Common Skills Grade

A

Unit outcomes
Outcome

Investigate the
concept and
process of
marketing
(1)

Be able to use the

concepts of
segmentation,
targeting and
positioning
(2)

Evidence for
the
criteria

Feedback

Assessors
decision

Explain the
various
elements of the
marketing
process

Evaluate the
benefits and
costs of a
marketing
orientation for a
selected
organization

Show macro
and micro
environmental
factors which
influence
marketing
decisions

Propose
segmentation
criteria to be
used for 2
products in
different
markets

Choose a
targeting
strategy for a
selected
product/service

Demonstrate
how buyer
behavior
affects
marketing
activities in 2
different buying
situations

Internal
Verificati
on

Propose new
positioning for
a selected
product/service

Merit grades awarded

M1

M2

M3

Distinction grades awarded

D1

D2

D3

Professors additional feedback and comments

Overall Comments By Assessor

Assignment
( ) Well-structured
Reference is done properly / should be done (if any)
Overall, youve

Areas for improvement:

ASSESSOR SIGNATURE

DATE

NAME:.........................................................................................
(Oral feedback was also provided)
STUDENT SIGNATURE

DATE

NAME :........................................................................................

FOR INTERNAL USE ONLY

VERIFIED

YES

DATE

NO

VERIFIED BY : ...........................................................................
NAME

: ...........................................................................

The Challenge: You have been hired as a marketing consultant to propose

segmentation, targeting and positioning strategy for a company in Vietnam. You
should choose a company of your interest, gather information from and about the
company and its environment, and present your findings and recommendations in a
written report. You should make personal contact with the company and use
additional sources in the preparation of your report.
Task 1:
Explain the various elements of the marketing process (1a)
Evaluate the benefits and costs of a marketing orientation for a selected
organization (1b)
Task 2:
Show macro and micro environmental factors which influence marketing
decisions (2a)
Propose segmentation criteria to be used for 2 products in different markets
(2b)
Choose a targeting strategy for a selected product/service (2c)
Demonstrate how buyer behavior affects marketing activities in 2 different
buying situations (2d)
Propose new positioning for a selected product/service (2e)
Please note: Your report should include a content page and executive summary,
and should have appropriate headings and section titles. You paper should be no
longer than 10 pages excluding charts, graphs, tables, etc. and must include
appropriate references.

Grading
Pass

is achieved by meeting all the requirements defined in the assessment

criteria.

Merit

Identify and apply strategies to find appropriate solutions

(M1)

Characteristics / Possible Evidence relevant theories and techniques

have been applied with evidence for the environment and
organizational audits.
Select/design and apply appropriate methods/techniques

(M2)

Characteristics / Possible Evidence a range of methods and

techniques have been have been identified for marketing audit, barrier
and sound solutions to overcome such barriers.
Present and communicate appropriate findings

(M3)

Characteristics / Possible Evidence An appropriate structure and

approach has been used to write a professional report and a range of
methods of presentation like charts, diagrams, graphs are used.
Distinction Analytically use evidence for environment and organizational audits
(D1)
Characteristics / Possible Evidence data on Vietnamese environment
and Starbucks organizational capability have been collected and
analyzed to support the analysis.
Use critical reflection to evaluate own work and justify valid conclusions
(D2)
Characteristics / Possible Evidence creation has been used to
generate and justify valid comments on marketing auditing and
overcome barriers to marketing planning.
Demonstrate convergent, lateral and creative thinking

(D3)

Characteristics / Possible Evidence There are ideas generation and

decisions taken in product/service development. There is also
receptiveness to the new ideas have been demonstrated.
Common Skills Grading
To achieve a PASS, students answers should display and responds to a variety of
activities, legible with neat written work, gathering different sources of information
and use a range of marketing models and systems.
To achieve a MERIT, student must show a well compile answers on the specific
tasks given. The compilation in general is well documented and logically set out with
evidence of significant marketing activities executed. However, the use of the
solutions may not always be apparent. The ideas presented will reveal an approach,
which is quite realistic, and of some value in the context of organising of marketing
activities. The standard of presentation should be good.
5

To achieve a DISTINCTION, student must show well compiled answers, with cross
references in relations to the marketing tasks assigned. The compilation will be well
documented and logically set out, with evidence of extensive findings and possible
applications. The plan and execution of the activities will be clearly apparent. In
addition, there may also be evidence of original thinking. The ideas presented will
reveal a mature and realistic approach to organising resources for the various
marketing activities. The standard of presentation should be excellent.