Principle of Marketing – Individual Assignment - Assignment 1 guideline
Note: The deadline for submission will be Sunday 23, April 2023 at 11:59PM UAE Time.
Choose one of the Principle of Marketing concepts and try to give full explanation for it supported
by enough literature and explain how such concept is important for organizations.
Topics of interest or any topic related to the Principle of Marketing that we discussed inside
the class or any new Marketing topics such as:
• Value and how to create value
• Digital marketing
• Social marketing
• Relationship marketing
• Customer Relationship Marketing (CRM)
• Marketing myopia
• Customer relationship
• Customer engagements
• Customer lifetime value
• Digital marketing
• Supply chain or Digital supply chain
• Sustainable marketing
• Value chain
• Value delivery network
• Market segmentation
• Market targeting
• Positioning
• Marketing environment
• Geographic segmentation
• Demographic segmentation
• Psychographic segmentation
• Behavioral segmentation
• Competitive advantage
• Individual marketing
• Brand and branding
• Brand equity
• Package and packaging
• Label and the importance of label
• Service characteristics
• Internal marketing
• Interactive marketing
• Customers’ moods and emotions
• Customer satisfaction
• Advertising
• Sales promotion
• Personal selling
• Public relations
• Rational appeal
• Emotional appeal
• Moral appeal
• Buzz marketing
• Customer feedback
• Disintermediation
What is needed? Writing a short discussion about this concept - From 3000 – 5000 words.
Summarizing the previous literature and supporting your arguments theoretically or/and
practically. Please see a set of examples.
Plagiarism/Cheating:
Students are expected to do their own work. You are allowed to work on assignments in teams
only if specified by the instructor. In other words, students are encouraged to communicate about
general principles of the course, but all assigned homework must be done on an individual basis.
The instructor is available to provide any assistance that you may need. Cheating is considered a
serious offense by the university. You should be aware of the severe penalty for cheating (refer to
the student code of conduct published in the university catalogue).
Group Project and Presentation
The purpose of this project is to deepen your understanding of the main concepts learned during
the course and to give you the opportunity to apply them in your own marketing plan.
Requirement
Individual assignment
Useful hints:
• Please submit a word file copy not a PDF.
• Your report must have a front cover page with the following information:
o Course title and course code
o Title of the project
o Name and ID
o Date of submission
o Name of your professor
• Insert a table of contents
• Insert page numbers in your report; the front cover page has no page number.
• Use headings to organize your text.
• Don’t forget to write a Summary of the project.
• Don’t forget to write an introduction of the project.
• In terms of appearance, your objective is a business report that is up to the best business
standards. Good English grammar and spelling count so edit carefully. Marks will
reflect this.
• Whenever you copy information from an outside source, you must use quotation mark
and provide the source, otherwise it will be considered as plagiarism.
• Do not forget the conclusion and references.
HOW TO REFERENCE?
You must reference any material you obtained from any book, website or journals. You must list the
reference sources in the way shown in the referencing guide below. If you borrow phrases, graphs,
table… from the textbook, you must reference these.
POOR REFERENCING WILL LEAD TO SIGNIFICANT LOSSES IN MARKS
In-text citation
When you summarise the main ideas from someone else in your own words, you are also expected
to clearly acknowledge that someone else first wrote about the ideas you have summarised. Giving
proper references shows that you have read the appropriate literature and are well informed (Devlin
2004, p. 23).
“A recommended solution to the problems that students experience is for THEM
TO CHECK on how referencing is done in Books, Journal Articles …etc.”
(Landau, Druen & Arcuri 2002, p. 113).
The reference list is designed to provide information to enable each source that you have cited in
text to be identified. The list should appear at the end of a work, under the heading 'References'.
The references should be listed alphabetically by the surname of the first author/editor or by the
title if no author/editor is given.
Use the APA style as in the following examples:
Articles:
Haj Salem, N. & Chebat J.C. (2014). The Double-Edged Sword: The Positive and Negative
effects of Switching Costs on Customer Exit and Revenge. Journal of Business Research, 67(6):
1106-1113.
Haj Salem, N., Chebat, J.C., Michon, R. & Oliveira, S. (2016). Why Male and Female Shoppers
don’t See Mall Equity Through the Same Lens: The Mediating Role of Self-Congruity. Journal
of Business Research, 69(3), 1219-1227.
Book:
Hawkins & Mothersbaugh, (2010). Consumer behavior building marketing strategy. 11th Ed.
McGraw Hill.
Solomon, M. (2015). Consumer Behavior: Buying, Having, and Being. 11th Ed. Pearson.
Your report presentation will be assessed based on the following criteria:
1. Audibility
Can you hear clearly throughout?
2. Pace
Is the pace of the speech, or flow of ideas, too fast or too slow?
3. Fluency
Is the speech pattern fluent? Indicating familiarity with the material and rehearsal of
delivery?
4. Tone and Energy
Is there sufficient variation in tone? Does the presenter seem enthusiastic?
5. Eye Contact
Is the presenter making eye contact across the audience and avoiding becoming note-bound?
6. Body Language and Gesture
Is the presenter’s posture upright and confident? Does their movement and gesture enhance,
not distract from, what they are saying?
7. Appropriateness to the Audience
Is the content and approach? Relevant, interesting and engaging?
8. Structure and Cohesion
Was the structure clearly outlined? Is the order logical and easy to follow? Is it signposted
throughout? Is the balance of various elements effective? Is timing accurate?
9. Use of Visual Aids
Is there a suitable amount? Are they easy to read? Do they effectively support the oral
delivery? Does the presenter use them competently?
