Marketing Management

LO3: Evaluate marketing mix in designing suitable Marketing plans
LO4: Evaluate contemporary trends in marketing
INSTRUCTIONS:
This is a group assignment (Max.2 students)
Sign this page and make it as a cover for your assignment
You need to make a presentation (Group)
Individual grading will be done based on contribution of group members (report and
presentation)
Submit a softcopy of your work over Turnitin and a hardcopy with Plagiarism report
(similarity index which should be below 20%) only one chance will be given for
submission and more than one submission, appropriate penalty will be awarded
(reduction of marks)
Work must be neat and readable.
Duly number all pages.
APA style of referencing should be used for references (if any) such as
AY-2020-2021
3
Lewnes, A., & Keller, K. L. (2019). 10 principles of modern marketing. MIT Sloan Management Review,
60(3), 1-10.
The word range for the assignment is between 1500-2000 words maximum, font size 12, font
type Times new roman with 1.5-line spacing and justified alignments.
You need to strictly adhere to the deadline given for submission: and delayed submission will
not be accepted for grading
Note: Plagiarized assignments would not be considered for grading as the authenticity of
work will be verified by Turnitin) Please submit your assignments through TURNITIN
and subsequently submit hard copies)
 Marks Distribution Matrix
Components Marks distribution Evaluation /allocation
LO3
LO4
10
10
3 Marks for identification and detailed
evaluation of existing marketing mix and 4
Marks for the suggestion towards suitable
marketing mix for the selected company
with justification. 3 Marks for the
presentation
6 Marks for identification and detailed
evaluation of unique and innovative
strategies/techniques/aspects used by the
selected company. 4 Marks for the
presentation
Total 20
You need to select any one of the following UAE based leading companies/business
groups (product/services) such as, DP World, Emaar, Etisalat, Du, BMB Group,
AbuDhabi Commercial Bank, Al Futtaim, Emirates Airlines, Sharjah Islamic, Dubai
Islamic, Lulu Group International, Etihad Airlines, Abu Dhabi First Bank, etc. to name
a few.
AY-2020-2021
3
You need to have a detailed company profile with services offered & the following areas
to be focused comprehensively.

  1. You need to identify the following
    a. Evaluate different marketing mix used by the selected company and
    suggest suitable marketing mix to be used by the selected company in the
    near future with appropriate comments
    b. Find and evaluate unique and innovative strategies/techniques/aspects by
    the selected company through collecting the both secondary & primary
    data (focus group/personal in-depth interview) from the target respondents
    (Min. 10 respondents) and explain the effectiveness of the techniques used
    by the company.
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