Preliminary Certificate in Marketing Assignment / Examination Application PCM Intake IV 2017 Name(should be filled by student as per student ID) Registration Number (should be filled by student) Nature of the assignment Individual Assignment Assignment submission date 03 rd December 2017 (Before 4.00PM) Late submission period (with penalty and marks 04 th December 2017 10 th December reduction) 2017 (Before 4.00PM) Examination Date 23 rd December 2017 Assignment Requirements This assignment should be conformed to the Assignment Guidelines presented as per the PCM Text Book. (please refer Course Manual {last section} of the Text book) Word count minimum: 2000 and maximum 3000 words. Do not insert any pictures on the cover page of the assignment. Submit the soft copy of the assignment along with the bound hard copy ( all assignments should be spiral bound) Assignments will NOT be accepted after last date of acceptance under any circumstances. Total 07 Marks will be reduced from all assignments submitted after the submission date. Also a fine of LKR 500/= will be charged for any individual assignment submitted after the submission due date. Assignments should be submitted ONLY if sitting for the examination paper. (Except for Transferred candidates). If a student has NOT submitted the assignment, he/she will NOT be issued an exam admission. Assignment / Examination Application (This page) should be attached to the assignment before the cover page. The assignment-marking scheme should be attached right after the cover page.( Please note this is not mentioned in the format in the course manual but to be adhered)
PCM Examination Rules and Regulations You will be issued a student ID/membership card from the institute within first month. It s your responsibility to coordinate with the study centre where you attend the lectures to collect the ID card. Your examination will be held on 23 rd December 2017 at two examination centres Colombo and Kandy. Examination centre & time will be communicated through the admission form. Admission will be prepared ONLY for the students who submitted their assignments before the last date of acceptance. You are expected to collect your admission form at least three days before the examination date. You will not be allowed to sit for the examination without admission card and student ID/NIC. If you were absent on the examination date due to an illness, your assignment marks can be transferred to the next immediate examination. You are expected to submit a medical certificate as a proof of your illness alone with the following table filled within 14 days from the examination date. It will be valid ONLY for the next immediate examination. Results will be published in SLIM web site within one month from the examination date. Result sheets or letter of assignment transfer (Only for absent students) should be collected from SLIM / Study centres within two weeks after releasing the results. It s only the assignment marks will be transferred. Therefore student should coordinate with SLIM / Study Centre to apply for the next immediate examination before the assignment submission date by submitting a repeater application form along with payment of LKR3,000 as repeat examination fee. ------------------------------------------------------------------------------------------------------------------------------ MEDICAL ACCEPTANCE FORM (Please separate from here and hand over to SLIM / Study centre attached with medical certificate) Student Name Program & Intake PCM Intake IV 2017 Registration Number Reason for the absence Signature of Student Received by (SLIM /Study Centre Officer) Date
ASSIGNMENT TOPIC Understanding the Importance of Marketing Orientation, the process of Segmentation, Targeting and Positioning in designing a customer-driven marketing strategy. ASSIGNMENT BACKGROUND Today s successful organizations have one thing in common: Like Unilever, Hemas FMCG, Nestlé s, Wal-Mart, Proctor & Gamble to name a few, are strongly customer-focused and heavily committed to marketing by creating a customer driven culture. These organization s recognize that they cannot appeal to all buyers in the marketplace or at least not to all buyers in the same way. These organization s have identified the segments of the market it can serve best and most profitably and it has designed customer-driven marketing strategies that build the right relationships with the right customers. Task 01 Select an FMCG organization of your choice and give a brief introduction about the organization and three products or brands it markets. (10 Marks) Task 02 With reference to the selected organization in task one, select one product/brand or your choice and carry out a detailed analysis of its marketing mix elements. (25 Marks)
Task 03 Briefly describe the four major sets of variables/bases that might be used in segmenting consumer markets. In your opinion which segmenting variable(s) do you think the chosen organization is using? (30 Marks) Task 04 Briefly explain the key steps that you recommend that the selected organization should implement in order to be marketing oriented and identify four (04) benefits of being marketing oriented. (15 Marks) Task 01 Task 02 Task 03 Task 04 10 Marks 25 Marks 30 Marks 15 Marks Following assignment guidelines(as per the Course Manual in the Text Book) Total For late submission, 07 marks will be deducted from the total earned marks 20 Marks 100 Marks
Programme Assignment Marking Scheme PCM IV - 2017 (For the use of the examiners only) Preliminary Certificate in Marketing Examination PCM IV 2017 23 rd December 2017 Assignment Topic Student Registration Number (to be filled by the students) Understanding the importance of Marketing Orientation, the process of Segmentation, Targeting and Positioning in designing a customer-driven marketing strategy. Allocation of marks ( Please Use only a RED PEN from this point onwards) Area of evaluation Weightage Marks Awarded Task 01 10% Task 02 25% Task 03 30% Task 04 15% Following assignment guidelines 20% Total 100% Late Marks Final marks of evaluation Overall comments by the examiner 100 Signature of Examiner & Date Signature of Education officer Important: This should be attached to the assignment AFTER THE COVER PAGE