Marketing management

BCO112 – MARKETING MANAGEMENT (3CH/4ECTS) Assignement 2

Task

● Individual task

● Please answer the following questions:

1. What is behavioral segmentation and why is it important? Please, describe two types of behavioral segmentation and give an example each

2. What are the major steps in developing effective communications?

3. What is Marketing Myopia and what should companies do to avoid it?

4. What are Product Life-Cycle Strategies? Why are they important to marketers?

● Expected table of contents: Segmenting, Targeting, Marketing Communications, Marketing Communication Strategies, Marketing Myopia, Life-Cycle

Strategies

● Written text, pdf version format.

Formalities:

● Word count: 900 words

● Cover, Table of Contents, figures, references and Appendix are excluded of the total word count

● Font: Calibri 11

● Text alignment: Justified

● The in-text References and the Bibliography have to be in Harvard’s citation style.

Submission: Week (2) – Via Moodle (Turnitin). Deadline: Sunday 1st of November 2020

Weight: This task is a 60% of your total grade for this subject.

It assesses the following learning outcomes:

● Outcome 1: Demonstrate understanding of the principles of Marketing and their applicability

● Outcome 2: Describing Segmentation, Targeting, and Brand Positioning Processes

Exceptional 90-100 Good 80-89 Fair 70-79 Marginal fail 60-69

Knowledge & Understanding

(20%)

Student demonstrates excellent understanding of key concepts and uses vocabulary in an entirely appropriate manner.

Student demonstrates good understanding of the task and mentions some relevant concepts and demonstrates use of the relevant vocabulary.

Student understands the task and provides minimum theory and/or some use of vocabulary.

Student understands the task and attempts to answer the question but does not mention key concepts or uses minimum amount of relevant vocabulary.

Application (30%) Student applies fully relevant knowledge from the topics delivered in class.

Student applies mostly relevant knowledge from the topics delivered in class.

Student applies some relevant knowledge from the topics delivered in class. Misunderstanding may be evident.

Student applies little relevant knowledge from the topics delivered in class. Misunderstands are evident.

Critical Thinking (30%)

Student critically assesses in excellent ways, drawing outstanding conclusions from relevant authors.

Student critically assesses in good ways, drawing conclusions from relevant authors and references.

Student provides some insights but stays on the surface of the topic. References may not be relevant.

Student makes little or none critical thinking insights, does not quote appropriate authors, and does not provide valid sources.

Communication (20%)

Student communicates their ideas extremely clearly and concisely, respecting word count, grammar and spellcheck

Student communicates their ideas clearly and concisely, respecting word count, grammar and spellcheck

Student communicates their ideas with some clarity and concision. It may be slightly over or under the wordcount limit. Some misspelling errors may be evident.

Student communicates their ideas in a somewhat unclear and unconcise way. Does not reach or does exceed wordcount excessively and misspelling errors are evident.