MARKETING COMMUNICATION (COM420)
INDIVIDUAL ASSIGNMENT RUBRIC
1. This is an individual assignment.
2. Students are required to identify ONE local brand/product that they believe need to be rejuvenated, rebranded or improved in term of its’ promotional efforts. 3. Once identified, students need to do research/survey either through online, offline, interview, observation, etc to gather information/historical and current background of the chosen brand/product and its’ company. 4. Based on the information, students will develop a marketing plan for that particular brand/product. 5. The completed report should consists the following items and format: 1. Cover
- UiTM Logo
- Subject Name (In full together with its code)
- Title of the assignment [Individual Assignment + Marketing Plan for XXXX] - Students full name
- Student ID
- Lecturer’s full name
- Submission date
2. Table of contents
3. Report Contents
The Marketing Plan report shall consists the following details:
|No |Contents |% | |1 |Introduction & History |4 | | | | | | |Introduction of the brand/product | | | |The name | | | |Functions | | | |Market price (if product) | | | |Where we can find the product/brand | | | |Who normally consume the product/brand | | | |The history | | | |The product/brand history | | | |History of the manufacturer/company | | |2 |Situation Analysis, Analytical Tools & |7 | | |Strategic Directions | | | | | | | |Situation Analysis | | | |Consumer behaviour – consumer attitude, cultural and reference group that influence their | | | |behaviour. | | | |Marketing environment – economic factors, political and legal situation, sosial, technology | | | |development and media consumption among current consumers. | | | |Competitive Analysis – the current situation of the market share, distinctive offerings done by| | | |competitors, customer profits and ease of entry for that particular market. | | | |Historical performance – the historical trending for that particular market [declining/growth | | | |rate, etc] and the norms; in term of response rate, elasticity, etc] | | | |...