Marketing

PSB ACADEMY

DBA

MARKETING

OCTOBER 2013

INSTRUCTIONS

1. This project assignment, which carries 30% of the total marks for this module, is compulsory for candidates attending the Non Cambridge International Examinations (CIE) program.

2. The group project (4 – 6 candidates) assignment criteria are as follows:

i. Critical analysis & application of theories where appropriate

ii. Marketing Mix Strategy formulation & rationale

iii. Marketing Implementation & Budget

3. Independent research on the relevant topics is strongly encouraged.

4. Candidates who simply regurgitate their answers from any textbooks, internet or company sources (plagiarism) and / or cheating in any form may risk FAILING the project assignment.

5. Any similarities between other group assignments will also result in a FAIL grade

6. The written project should be between 2000 – 2500 words, not including the table of contents, appendices and references. The submission of the project should be made on the 7th week of this course (20.11.2013).

7. All pages should be clearly numbered and typewritten on an A4 size paper with double spacing and margins of 2cm around. A table of content and reference list (bibliography) must be provided.

8. No attachments to the project such as CD-ROMs and portable discs are required.

9. Retain a photocopy of your report. All group members will be graded equally.

REPORT REQUIREMENTS

Candidates are expected to submit a marketing plan for the launch of your company’s sports drink in the consumer market (select a brand of your choice) in Singapore over the next 6 months (October 2013 – April 2014). Assume that this marketing plan is written for the company’s Marketing Director and it must cover all aspects of the marketing mix. It must have a good balance of marketing theories, analysis and applications. Candidates need to clearly communicate what they are attempting to...