APRIL 2015 SEMESTER

School of Business & Accountancy(Diploma in Business Studies)

BRAND & MARKETING MANAGEMENT(008025, 007963, 008564)

Assignment/Project Title: Integrated Group Project

Assignment/Project should specify the following:

Aims/Objectives of Assignment/Project

Project Task Description and Requirements

Assessment Criteria

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INTEGRATED GROUP PROJECT (20%)BRAND & MARKETING MANAGEMENT (BMM)ACADEMIC YEAR 2015/2016 (APR Semester)

1. Objectives:

On completion of the project, students should be able to:

A. gain an insight into the business of the enterprise or product line they are assigned to work with, incorporating the Realistic Experiential & Applied Learning, in short REAL approach (planning and implementing a marketing plan for real products/services) while fulfilling the course objectives.

B. propose a coherent marketing plan (incorporating the sales management plan and marketing communication plan, supported by the findings from primary and secondary research) through a deep understanding of brand equity created from a branding process, together with the challenges of the various marketing applications.

2. Scope and Task:

1. Form groups of 4-6 students so that there will be a total of 3 or 4 sub-groups per tutorial class or Business Unit (BU).

2. Conduct a thorough secondary research on the partner company and the target product line. Students need not restrict themselves to text-based research materials. Where information is restricted and/or difficult to obtain, reasonable and well-considered assumptions will be accepted.

3. Attend a company briefing and product training session as arranged by the lecturer.

4. Plan and conduct the primary research to assess market conditions, competitor study and consumer insights, etc.

5. Apply the appropriate theories learnt, and incorporating the findings from the primary and secondary research conducted under the module Marketing Research, students are to construct an integrated marketing plan (incorporating brand management, marketing communication plan and sales management plan) based on the agreed budgets after discussing/negotiating with the business decision-maker(s) or departments involved.

6. Relevant marketing and creative business collaterals, mock-ups, media should be used whenever appropriate to enhance the presentation pitch.

7. Each sub-group is given a maximum of 40 minutes (for 3 modules) to present their final integrated Marketing Plan for the business partner’s product line.

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8. Tutors from Brand & Marketing Management, Marketing Research, Marketing Communication and Sales Management together with the business partner will also be present at the Marketing Plan Presentations for respective grading as well as evaluation of the various sub-groups.

Note: Diplomacy is to be observed throughout the various stages when dealing with the organizations and/or authorities involved. The approved “budget” is only for the purpose of this academic exercise, which may or may not necessarily be an actual implementation consideration for the business in discussion.

3. Student Types:

There are three types of students doing BMM.

1. Full marketing option students These students study all the four core marketing modules, among others, consisting of Brand & Marketing Management (BMM), Marketing Research (MRSH), Marketing Communication (MCOM) and Sales Management (SM) during semester one. Their presentations and reports (marketing plans) shall therefore include all the four said modules, unless otherwise stated. They are required to execute and manage their marketing plan during semester two including branding, marketing communication and sales management for their respective businesses.

2. Dual option students, i.e. marketing option in first semester with another option, e.g. International Business, in second semester.These students also study all the four core marketing modules, among others, consisting of Brand & Marketing Management (BMM), Marketing Research (MRSH), Marketing Communication (MCOM) and Sales Management (SM) during semester one. However, their presentations and reports (marketing plans) may include only three of the four modules, i.e. excluding SM. It depends on the nature of their assigned businesses, e.g., a healthy lifestyle campaign at national level, makes it difficult for them to implement any meaningful sales management plan on a class basis. Furthermore, these students will not be required to execute their marketing plans in semester two as they will move on to other non-marketing options. Thus, it is possible that these students should carry out separate SM projects without integrating with the other three modules for their marketing plans. However, knowledge on SM covered under BMM should still be included in their marketing plans.

3. Marketing Communication option studentsThese students are only studying BMM and MRSH modules, among others. Consequently, their integrated presentation and reports (marketing plans) will be heavy in content on BMM and MRSH. Basic knowledge relating to the other two modules, i.e. MCOM and SM covered under BMM, is expected to be included but to a lesser extent vis-à-vis the marketing students.

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4. Content of Presentation:

The presentation should cover (but NOT Limited to):

1. Mission2. Corporate Objectives3. Marketing Audit4. Market Overview5. SWOT Analysis6. Assumptions7. Marketing Objectives and Strategies8. Estimated expected results and identification of alternative plans/mixes9. Budget10. First-year Detailed Implementation Programme

5. Assessment Criteria for Presentation:

Goal Setting Mission & Corporate Objectives 2 marksSituation Review Marketing Audit & Research Findings 10 marksMarket Overview & SWOT Analysis 10 marksPlanning Assumptions 3 marksStrategy FormulationMarketing Objectives 3 marksMarketing Strategies 30 marksResource Allocation & MonitoringEstimated Result & Alternative Plans 3 marksBudget & Forecast 3 marksFirst-year Implementation Program 3 marksCreativity 8 marksPresentation Skills & Attitude (Individual) 25 marksTotal 100 marks

6. Weightage:

20% of aggregate BMM module score.

7. Deadline for Submission and Presentation:

Integrated Presentation is scheduled on the week of 3-6 August 2015.Each group is to do a 30 to 50 minutes professional presentation in class.

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(30 minutes for 2 modules, 40 minutes for 3 modules, 50 minutes for 4 modules.)Each and every member of the group is to participate in the presentation. All module tutors/advisor and business partner will be present.No lateness will be tolerated. Marks will be deducted accordingly which may result in failure.

Please submit the following during presentation:- Softcopy and Hardcopy (one copy to each tutor and business partner)- Peer Assessment Form (individual copy to advisor)Late submission will be deducted 5 marks for every half a day of lateness.

Prepared by: Kevin Chua Date: 15 April 2015

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