Marketing Management Assignment – Individual Portfolio NAME UON ID SUBMISSION DATE 1/8/2022 MODULE ASSIGNMENT 1 WORD COUNT 1600 LECTURER SALLY LO Table of Contents Introduction: PEEST Micro Analysis Porter’s 5 forces analysis Competitor Perceptual Map Internal Analysis Strategy review Functions review Productivity review TOWs and Strategic analysis Appendices Appendix 1: Company overview Appendix 2: Macro analysis Appendix 3: Micro analysis, customer segmentation, 5 forces and competitor perceptual map Appendix 4: Internal analysis, marketing capabilities, marketing assets, 7Ps, and CBBE model. Page | 2 Resume Evaluation Checklist Student’s Name Evaluator’s Name Your resume should immediately convey your ability to do the target job and promote the unique selling points of your personal brand to a prospective employer. It should clearly communicate your capabilities for delivering on the job’s requirements and, wherever possible, demonstrate accomplishments that jump off the page to make you more memorable than the competition. FOCUS & SUMMARY G=Good F=Fair P=Poor Summary: Contains significant role, skill, & value match Role Match: Does your resume present a clear target job title? A target job title gives the reader a clear focus and boosts visibility in database searches. Skill Match: Does your resume contain a relevant skills summary in the top third of the first page? Key words should match the skills and qualifications listed in the job description. Value Match: Does your resume align relevant value with employers’ needs? Did you include a list of accomplishments or career highlights reflecting skills and/or unique achievements that relate to potential customers’ needs as stated in the job description? Comments EDUCATION Y=Yes N=No G=Good F=Fair P=Poor Education provides concentration, projects, coursework, and certification only related to target, with… School name (example: DeVry University or Keller Graduate School of Management of DeVry University) Program/Major (Accuracy matters - Check Degree Works for the specific name) Concentrations, minors, technical specialties, or tracks Graduation month and year (if future date, include “anticipated” next to the projected graduation year) Curriculum highlights with all relevant coursework (include upper division course titles, exclude course numbers or “with lab”) Relevant projects, internships, and/or student organizations Academic Honors included based on Academic Catalog (Associate/Bachelor: GPA ≥ 3.5 / Masters: GPA ≥ 3.7) Comments RELEVANT EXPERIENCE (WORK & VOLUNTEER) Y=Yes N=No G=Good F=Fair P=Poor Experience focuses action verbs & accomplishments on solving problems, which includes all relevant jobs listing both paid and volunteer positions within the last 10 years, with… Job Title & Company Nam ...

1. Marketing Management
Assignment – Individual Portfolio

2. NAME
UON ID
SUBMISSION DATE
1/8/2022
MODULE
ASSIGNMENT 1
WORD COUNT
1600
LECTURER
SALLY LO
Table of Contents
Introduction:
PEEST
Micro Analysis
Porter’s 5 forces analysis
Competitor Perceptual Map
Internal Analysis
Strategy review
Functions review

3. Productivity review
TOWs and Strategic analysis
Appendices
Appendix 1: Company overview
Appendix 2: Macro analysis
Appendix 3: Micro analysis, customer segmentation, 5 forces
and competitor perceptual map
Appendix 4: Internal analysis, marketing capabilities, marketing
assets, 7Ps, and CBBE model.

5. Page | 2

6. Resume Evaluation Checklist
Student’s Name
Evaluator’s Name
Your resume should immediately convey your ability to do the
target job and promote the unique selling points of your
personal brand to a prospective employer. It should clearly
communicate your capabilities for delivering on the job’s
requirements and, wherever possible, demonstrate
accomplishments that jump off the page to make you more
memorable than the competition.
FOCUS & SUMMARY
G=Good
F=Fair
P=Poor
Summary: Contains significant role, skill, & value match
Role Match: Does your resume present a clear target job title?
A target job title gives the reader a clear focus and boosts
visibility in database searches.
Skill Match: Does your resume contain a relevant skills
summary in the top third of the first page? Key words should
match the skills and qualifications listed in the job description.
Value Match: Does your resume align relevant value with
employers’ needs? Did you include a list of accomplishments or
career highlights reflecting skills and/or unique achievements
that relate to potential customers’ needs as stated in the job

7. description?
Comments
EDUCATION
Y=Yes
N=No
G=Good
F=Fair
P=Poor
Education provides concentration, projects, coursework, and
certification only related to target, with…
School name (example: DeVry University or Keller Graduate
School of Management of DeVry University)
Program/Major (Accuracy matters - Check Degree Works for
the specific name)
Concentrations, minors, technical specialties, or tracks
Graduation month and year (if future date, include “anticipated”
next to the projected graduation year)

8. Curriculum highlights with all relevant coursework (include
upper division course titles, exclude course numbers or “with
lab”)
Relevant projects, internships, and/or student organizations
Academic Honors included based on Academic Catalog
(Associate/Bachelor: GPA ≥ 3.5 / Masters: GPA ≥ 3.7)
Comments
RELEVANT EXPERIENCE (WORK & VOLUNTEER)
Y=Yes
N=No
G=Good
F=Fair
P=Poor
Experience focuses action verbs & accomplishments on solving
problems, which includes all relevant jobs listing both paid and
volunteer positions within the last 10 years, with…
Job Title & Company Name
City/state of work address (excludes full address and phone

9. number)
Job duration (months and years employed)
Tasks & responsibilities for current and previous positions are
written in paragraph form
Contributions, accomplishments, and achievements unique to
the individual (or simply quantified) are written with bullets in
the past tense under all positions
Bullets begin with strong action verbs and are concise
Bullets include quantified results (How much? How many?
How often? Etc.)
Comments
AFFILIATIONS
G=Good
F=Fair
P=Poor
Relevant professional organizations and/or other organizations
including offices held and special projects or accomplishments
(if applicable)

10. Comments
DESIGN & LAYOUT
Y=Yes
N=No
G=Good
F=Fair
P=Poor
Overall design is appealing, consistent, and easy to read
throughout the résumé
All sections in the resume are in reverse chronological order
Resumé does not include personal pronouns (e.g. I, me, my)
There is a good amount of white space (the resumé isn’t
cluttered)
Professional email, hyperlinks to portfolio/website, and/or
customized LinkedIn URL included
Font is professional (Suggested: Helvetica, Garamond, Gill
Sans, or Calibri) and between size 10 and 12
Contributions, accomplishments, and achievements unique to
the individual (or simply quantified) are written with bullets in
the past tense under all positions

11. Bullets begin with strong action verbs and are concise
Bullets include quantified results (How much? How many?
How often? Etc.)
Comments
OVERALL RATING (conveys a professional image with
relevance to business needs)
What is done particularly well in this résumé?
What are the main opportunities for improvement?
© 2020 DeVry Educational Development Corp. All rights
reserved Revised
4.22.19
Marketing Management – Post Graduate Diploma in
Management
Page 1 of 8
AMITY GLOBAL INSTITUTE

12. Marketing Management
Post Graduate Diploma in Management
Year: 2022/2023
08 Pages

13. Marketing Management – Post Graduate Diploma in
Management
Page 2 of 8
Introduction to the Module
Marketing Management is an essential management &
leadership competence to guide senior
management in today's increasingly dynamic & complex
environment. The marketing management
module will equip senior and aspiring senior managers with the
skills to help shape organisational
success. A cornerstone of this is the value of leadership and
planning of marketing activity.
Marketing Management is a critical organizational mechanism
for creating & sustaining superior
performance in the marketplace. The module will centre around
two central tenets of marketing
strategy formulation:
(1) Focus on the customer
(2) The creation of competitive differentiation and competitive
advantage.
Moreover, the module will give participants a strategic
perspective of marketing management with
respect to the analysis, planning, implementation and control of
marketing activities.

14. LEARNING OUTCOMES
On successful completion of the module, participants will be
able to:
Knowledge and Understanding
a) Justify, using robust practical and theoretical evidence, the
application of marketing across a
variety of orgainisational contexts.
b) Apply a range of analytical models and conceptual tool s and
techniques in the marketing
decision process, in particular with respect to environmental
analysis, marketing planning and
control to produce superior marketplace performance.
c) Critically select and apply relevant marketing theories,
conceptual models and frameworks in
the development of marketing strategies within a dynamic
business environment.
d) Demonstrate knowledge applied to evaluate marketing
practice in relation to the cross-
functional aspects of business & management with the goal of
enhancing long-term shareholder
value or other measures of success.
Subject Specific skills
e) Synthesise complex organisational based information,
together with dynamic external data into
effective marketing lead planning strategies.

15. f) Create an implementation plan, by which the marketplace
strategy may be made effective.
Key Skills
g) Demonstrate an ability to work effectively in a leadership
role in order to carry out marketing
tasks linking theory to practice.
h) Make discriminating use of a range of learning resources in
order to solve organisational
marketing related problems.
i) Communicate the solutions arrived at, and the thinking
underlying them, in verbal and written
form.
Marketing Management – Post Graduate Diploma in
Management
Page 3 of 8
1. Assessment
The assessment for this module consists of two forms of
assessment. Submission dates are as
indicated.
Part Type of
assessment
Word limit Mark Submission method Submission

16. dates
1 Written
Assignment– 1
Marketing audit
1600words 40% Online submission:
[email protected]
NO LATER THAN:
1 August 2022
2 Written
Assignment– 2 STP
analysis
2400words 60% Online submission:
[email protected]
NO LATER THAN:
5th September
2022
Written Assignment 1 and 2
Assignment Questions
Mark
Learning
Outcome
1.You are to produce a marketing audit that would support a

17. marketing
plan for a company of your choice in one of the sectors: mobile
network providers, fashion clothing, automotive or charity and
should focus on the country where you are based. Make sure it
contain the following analysis: macro, micro and internal
analysis.1
page TOWs matric and key challenges summary
40
a,b,c,d
2a. Write a literature review of the concepts of Segmentation,
Targeting, and Positioning, as well as STP as a tool.
20
c,e,f,g
2b. Apply these concepts to an industry of your choice. How
should a
company make their STP choices? Specifically explain the
process
and decision making factors for a general company in that
industry.
20
2c. Describe/analyse a series of decisions that a typical
company might
make as a part of their STP analysis. Do not do a full STP
analysis
of your company. You should write about how the decisions are

18. made, not what the decisions are.
20
TOTAL MARKS 100%
All coursework assignments and other forms of assessment must
be submitted by the published
deadline which is detailed above. It is your responsibility to
know when work is due to be submitted
– ignorance of the deadline date will not be accepted as a reason
for late or non-submission.
You are requested to keep a copy of your work
Marketing Management – Post Graduate Diploma in
Management
Page 4 of 8
2.0 Additional Information
2.1 Grading Scheme

19. Amity Global Institute uses the following grading scheme for its
courses.
Grade Range of marks
Distinction 70%+
Merit 60% - 69%
Pass 40% - 59%
Fail 0% - 39%
Note: In case of multiple assessment types, the students’ marks
(Grade/ Classification) will be
decided according to the aggregate weight age of the assessment
types.
2.2 Progression criteria
Amity Global Institute courses are modular and there are no
pre-requisite modules. Hence the
concept of ‘progression’ to the next level does not apply to the
Amity Global Institute courses.
Students who have failed a module may choose to re-take the
module. Hence, a progression
criterion at Amity Global Institute is student progression to the
next level of the programme or to
the next educational level.
2.3 Award criteria
When the students have completed all the sufficient modules

20. and amassed enough credits, they
graduate. All assessments are held every semester, and a student
if fails can retake the assessment
without any difficulty or time lag.
2.4 Appeal Procedure
• Students who have not passed their modules may submit an
appeal for review of results
using AGI- SS-FRM-020 Results Appeal Form through the
Student Support Officer giving their
reasons.
• This appeal must be submitted within 1 week of the release of
exam results.
• The Student Support Officer passes the Appeal Form to the
Principal, who obtains the
response from the teacher/marker on the merit of the appeal.
• Principal then submits the appeals with the teacher’s response
to the Examination Board for
decision.
• The Principal communicates the decisions of the Exam Board
to the students of the outcome
of their appeal and the same is updated in the results in the
Examination Register and the
student is issued with the revised Results Notification Letter.
(subject to any changes in the
results)
• Amity Global Institute works within the following timelines

21. for processing and release of the
final exam results and appeal results.
Marketing Management – Post Graduate Diploma in
Management
Page 5 of 8
a) Release of final exam results – within 4 weeks after
completion of the final paper of
the examination
b) Release of appeal results – within 4 weeks from the official
date of release of the
exam results (or 3 weeks from the close of the appeal period)
• Amity Global Institute returns the examination scripts /
assignments to students after 4
weeks or more from the official date of release of the
examination results.
• A student whose appeal is unsuccessful may apply to Amity
Global Institute to take a re-test
(also referred as re-sit) with payment of a re-test fee. This
application must be submitted
within 1 week of the release of the appeal results. If the student
fails the re-test, he must
either repeat the module in order to accumulate the required
number of passed modules for
graduation.
• A student who chooses not to appeal may apply to Amity
Global Institute to take a re-test,

22. with payment of a re-test fee, within 1 week of the release of
the exam results.
2.5 Assessment Offences
As an academic community, we recognise that the principles of
truth, honesty and mutual respect
are central to the pursuit of knowledge. Behaviour that
undermines those principles weakens the
community, both individually and collectively, and diminishes
our values. We are committed to
ensuring that every student and member of staff is made aware
of the responsibilities s/he bears in
maintaining the highest standards of academic integrity and how
those standards are protected.
You are reminded that any work that you submit must be your
own. When you are preparing your
work for submission, it is important that you understand the
various academic conventions that you
are expected to follow in order to make sure that you do not
leave yourself open to accusations of
plagiarism (e.g. the correct use of referencing, citations,
footnotes etc.) and that your work
maintains its academic integrity.
Definitions of Assessment Offences
Plagiarism
Plagiarism is theft and occurs when you present someone else’s
work, words, images, ideas,
opinions or discoveries, whether published or not, as your own.
It is also when you take the artwork,
images or computer-generated work of others, without properly

23. acknowledging where this is from
or you do this without their permission.
You can commit plagiarism in examinations, but it is most
likely to happen in coursework,
assignments, portfolios, essays, dissertations and so on.
Examples of plagiarism include:
• directly copying from written work, physical work,
performances, recorded work or images,
without saying where this is from;
• using information from the internet or electronic media (such
as DVDs and CDs) which belongs
to someone else, and presenting it as your own;
• rewording someone else’s work, without referencing them; and
• handing in something for assessment which has been produced
by another student or person.
It is important that you do not plagiarise – intentionally or
unintentionally – because the work of
others and their ideas are their own. There are benefits to
producing original ideas in terms of
Marketing Management – Post Graduate Diploma in
Management
Page 6 of 8
awards, prizes, qualifications, reputation and so on. To use

24. someone else’s work, words, images,
ideas or discoveries is a form of theft.
Collusion
Collusion is similar to plagiarism as it is an attempt to present
another’s work as your own. In
plagiarism the original owner of the work is not aware you are
using it, in collusion two or more
people may be involved in trying to produce one piece of work
to benefit one individual, or
plagiarising another person’s work.
Examples of collusion include:
• agreeing with others to cheat;
• getting someone else to produce part or all of your work;
• copying the work of another person (with their permission);
• submitting work from essay banks;
• paying someone to produce work for you; and
• allowing another student to copy your own work.
Many parts of academic life need students to work together.
Working as a team, as directed by your
tutor, and producing group work is not collusion. Collusion
only happens if you produce joint work
to benefit of one or more person and try to deceive another (for
example the assessor).

25. Cheating
Cheating is when someone aims to get unfair advantage over
others.
Examples of cheating include:
• taking unauthorised material into the examination room;
• inventing results (including experiments, research, interviews
and observations);
• handing your own previously graded work back in;
• getting an examination paper before it is released;
• behaving in a way that means other students perform poorly;
• pretending to be another student; and
• trying to bribe members of staff or examiners.
Help to Avoid Assessment Offences
Most of our students are honest and want to avoid committing
assessment offences. We have a
variety of resources, advice and guidance available to help
make sure you can develop good
academic skills. We will make sure that we make available
consistent statements about what we
expect. You will be able to do tutorials on being honest in your
work from the library and other
support services and faculties, and you will be able to test your
written work for plagiarism using
‘Turnitin®UK’ (a software package that detects plagiarism).

26. You can get advice on how to use honestly the work of others in
your own work from your lecturer
and personal tutor.
Marketing Management – Post Graduate Diploma in
Management
Page 7 of 8
If you are not sure whether the way you are working meets our
requirements, you should talk to
your personal tutor, module tutor or other member of academic
staff. They will be able to help you
and tell you about other resources which will help you develop
your academic skills.
Procedures for assessment offences
An assessment offence is the general term used to define cases
where a student has tried to get
unfair academic advantage in an assessment for himself or
herself or another student.
We will fully investigate all cases of suspected assessment
offences. If we prove that you have
committed an assessment offence, an appropriate penalty will be
imposed which, for the most
serious offences, includes expulsion from Amity Global
Institute.

28. Marketing Management – Post Graduate Diploma in
Management
Page 8 of 8
Appendix 1. Re-Assessment Information
THIS INFORMATION ONLY APPLIES TO STUDENTS WHO
ARE
UNSUCCESSFUL IN THEIR FIRST ATTEMPT
DRAFT VERSION – AWAITING EXAMINATION BOARD
APPROVAL
Assessment will be confirmed before the re-assessment period
The assessment for this module consists of two forms of
assessment. Submission dates are as
indicated.
Part Type of
assessment
Word or
time limit
Mark Submission method Submission
dates
1 Written

29. Assignment –1
2000
words
40% Soft copy send to
[email protected]
TBA
2 Written
Assignment – 2
3000
words
60% Softcopy send to
[email protected]
TBA