Multimedia University

Faculty of Business

BMR 2104 Market Planning and

Management
Case study report and case debate
Trimester 2, 2015/2016
Due date: Every week
General information:
Organisation

Group (group members shall not exceed 4 students/group)

Assessment

This assignment contributes 20% to the total marks.

Assignment/gr
oup
registration (if
any)

Please submit your group names to Dr. Jalal Hanaysha 1 week

after the case study is released

Student
Learning Time

This assignment shall take 6 hours to complete.

Submission to
Cover page
Typeface/Font
Font size
Line spacing

Submission
requirements

Margins
Length

Mapping of
outcomes:

Reference
format
Binding
assignment

Dr. Jalal Rajeh Mohammad Hanaysha

Please use the attached cover page
Times New Roman
12
1.5
Top: 2.54 cm; Bottom: 2.54cm; Left: 2.54cm;
Right: 2.54cm
30 pages, excluding preliminary pages and
appendices
APA Style
Stapled/Comb binding
learning outcomes to

subject

learning

Assignments Learning Outcomes

Upon completion of this assignment,
students should be able to:

Subject Learning Outcomes

Upon completion of this subject, students
should be able to:

LO1

Solve a case study for a product /

services. This includes the process of
adapting the marketing mix to the
environment and applying profitable
strategies.

Discuss the marketing

management process and
strategic planning for marketing
LO2

Apply the analytical process of

assessing the marketing
environment, market
opportunities, competitive
situation, and research needs of
an organisation

Lo3

Formulate a marketing strategy

based on environmental
opportunities and threats, the
firms resources, corporate and
business-unit strategies, and the
need to attain an enduring
competitive edge

Assessment rubrics
Examiners may use either one of these rubrics:
Example for analytic rubrics (usually used when the assessment is based on a
number of criteria.)
Score

Content
30 marks

80% - 100%

60% - 79%

40% - 59%

20% - 39%

Oral Presentation
10 marks

Well organised
No grammatical or
structural errors
Good formatting
Report is prepared in a
professional manner
All references are
properly included
All submission
requirements are met
Demonstrate sufficient
Appropriate voice and Well organised
Minimal grammatical or
understanding of the
tone

Good eye-contact
structural errors
problem

Communicate
Proper formatting but not
Original contribution
Some evidence of
naturally
outstanding

Properly organised
Evidence that report is
creativity

Appropriately
All requirements are
carefully and
dressed.
included.
thoughtfully prepared
All references are
properly included
All submission
requirements are met
Demonstrate partial
Rather poor voice and
Lacks organisation
Some grammatical or
understanding of the
tone
Lacks eye-contact;
structural errors
problem.
Lacks clarity in
Rather poor formatting
Some original
Lack evidence that report
explanation
contributions
Lacks organisation
Some evidence of
is carefully and
Appropriately dressed.
thoughtfully prepared
creativity
Some references are
Most requirements are
missing
included.
Some submission
requirements are not
met
Demonstrate little
Poor voice and tone
Lacks organisation
Poor eye-contact;
Apparent grammatical or
understanding of the
Communicate awkwardly
structural errors
problem
Formatting issues
No evidence of original Poor organisation;
Demonstrate complete
understanding of the
problem
Original contribution
Clear evidence of
creativity
All requirements are
included.

Appropriate voice and

tone
Good eye-contact
Communicate naturally
and fluently
Clearly organised
Appropriately dressed.

Written
presentation
10 marks

0% - 19%

contribution
Not appropriately
No evidence of
dressed.
creativity
Many requirements are
not included.

Misunderstood the
problem.
No evidence of original
contribution
No evidence of
creativity
Significant
requirements are not
included.

Inappropriate voice and

tone
No eye-contact;
Fail to communicate the
contents
Not organised
Not appropriately
dressed.

Evidence that report is

carelessly prepared
Some evidence of
plagiarism
Significant submission
requirements are not
met
No organisation
Apparent grammatical or
structural errors
Very poor formatting
Evidence that report is
carelessly prepared
Clear evidence of
plagiarism
Submission requirements
are not met

Example of Holistic Rubrics (usually used when errors in some part of the process
can be tolerated, provided the overall quality is high)
Score
80% 100%

60% 79%

40% 59%

20% 39%

Description
Demonstrate complete understanding of the problem
Original contribution
Clear evidence of creativity
All requirements are included.
Report is well organised, with proper formatting and preliminary
pages
All references are properly quoted and referred.
Demonstrate sufficient understanding of the problem
Original contribution
Some evidence of creativity
All requirements are included.
Report is well organised, with proper formatting and preliminary
pages
All references are properly quoted and referred.

Demonstrate partial understanding of the problem.

Some original contributions
Some evidence of creativity
Most requirements are included.
Report is not organised, no proper formatting and preliminary
pages
References are not properly quoted and referred.

Demonstrate little understanding of the problem

No evidence of original contribution
No evidence of creativity
Many requirements are not included.
Report is not organised, no proper formatting and preliminary


0% - 19%

pages
References are not properly quoted and referred.
Misunderstood the problem.
No evidence of original contribution
No evidence of creativity
Significant requirements are not included.
Report is not organised, no proper formatting and preliminary
pages
References are not properly quoted and referred.

Instructions:
Case Studies:
Case Analysis and Report writing (15%)
1) The group are in charge of 2 cases.
2) The group has to prepare 2 case reports ( one for case debate, one for
submission)
3) The case studies will be given a week before the presentation.
4) The group has to submit a report (not more than 15 pages) before
the presentation.
5) The report should include the following:
a) Defining Problem
b) Formulating and analyzing the alternative
c) Recommendations
d) Specifying a plan of action
e) Contingency plan
The detail of the case report is stated below:
No
.
1

Content / Evaluation Criteria

(%)

Defining the problem

35

Formulating and analyzing the alternatives

10

Identify the plan of action based on the recommended strategy.

Contingency plan

15

Recommend 1 alternative based on the alternatives proposed.

Justify why you recommend that specific alternative

Specifying a plan of action

30

Obtain from the case or own view of possible alternatives,

identify 3 alternatives to solve the problem mentioned in the
session earlier.
Use of factual information/data from the case, concepts,
analytical tools used to tackle the problem
Analyze each alternative based on the balanced view- pros and
cons

Recommendations

Identifying the issues face by the company

Based on the issues, identify the main problem face by the
company.
Analyze the internal and external environment of the company

Analysis of threats and opportunities

Consideration of what-if scenario

10

Case debate (5%)

1) All the group members have to attend the case study presentation
2) Each group will be given 10 minutes to present your case.
3) After each presentation, presenting groups will have a chance to
comment and question the strategies proposed by the other presenters.
4) Marks will be given based on the quality of the question and comment.

Reminders:
Plagiarism

Plagiarism is a serious offence.

Plagiarism include the following behaviours (but not limited to):
o copy another students work,
o fail to properly cite other peoples work or give proper credit to the
original source,
o hire or ask another individual to complete the assignment for you,
o copy too many words or ideas from one or two sources, that makes up
a significant portion of your work, even with proper citation.
The lecturer has the rights not to accept submission of plagiarised or
duplicated work.

Group work

Each group member must actively participate in the completion of the

assignment. Free-riding is unethical and extremely unfair to fellow group
members.
Each group member is expected to keep the contact numbers and e-mail
addresses of the other members of the group.
The group leader has the responsibility to ensure that all group members play
a part in the completion of the assignment. The group leader is also
responsible to ensure that all members names are written on the final
submission.
It is the responsibility of each group member to ensure that the final
submission is complete and of the acceptable standard. Should any errors or
omission occurred in the final submission, each group member is held
accountable for negligence in other words, failure to perform their
responsibilities as expected.

ATTACHMENT
COVER PAGE TEMPLATE

SUBJECT CODE AND SUBJECT NAME

Trimester X, 20XX/20XX

Insert assignment title

Submission date: DD MM YYYY
Lecturer: Dr. Jalal Rajeh Mohammad Hanaysha
Prepared by:
Student ID

Student Name

Declaration by group leader

(This section is to be filled in the students own handwriting.)

I hereby declare that all group members names are correctly included in the above section. I
hold a copy of this assignment which I can produce if the original is lost or damaged. I certify
that no part of this assignment has been copied from any other students work or from any
other source except where due acknowledgement is made in the assignment.

Group leaders signature

: _____________________________

Group leaders name

: _____________________________

Group leaders student ID

: _____________________________

Group leaders H/P no

: _____________________________

Date

: _____________________________

Group members declaration

(Each group member, including the group leader, must individually fill up and submit this form, in the
students own handwriting. This form is to be inserted in the final submission.)

Group members name

: ____________________________

Student ID

: ____________________________

For the purpose of completing this assignment, I have performed the following tasks (please
list):

___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________

I hereby declare that I have assessed the final submission and I take full responsibility
should there be any inaccuracies, incompleteness, omissions, delays or non-submission.

Group members signature

: ________________________________

Group members name

: ________________________________

Group members ID

: ________________________________

Date

: ________________________________

Group members declaration

(Each group member, including the group leader, must individually fill up and submit this form, in the
students own handwriting. This form is to be inserted in the final submission.)

Group members name

: ____________________________

Student ID

: ____________________________

For the purpose of completing this assignment, I have performed the following tasks (please
list):

___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________

I hereby declare that I have assessed the final submission and I take full responsibility
should there be any inaccuracies, incompleteness, omissions, delays or non-submission.

Group members signature

: ________________________________

Group members name

: ________________________________

Group members ID

: ________________________________

Date

: ________________________________

Group members declaration

(Each group member, including the group leader, must individually fill up and submit this form, in the
students own handwriting. This form is to be inserted in the final submission.)

Group members name

: ____________________________

Student ID

: ____________________________

For the purpose of completing this assignment, I have performed the following tasks (please
list):

___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________

I hereby declare that I have assessed the final submission and I take full responsibility
should there be any inaccuracies, incompleteness, omissions, delays or non-submission.

Group members signature

: ________________________________

Group members name

: ________________________________

Group members ID

: ________________________________

Date

: ________________________________

Group members declaration

(Each group member, including the group leader, must individually fill up and submit this form, in the
students own handwriting. This form is to be inserted in the final submission.)

Group members name

: ____________________________

Student ID

: ____________________________

For the purpose of completing this assignment, I have performed the following tasks (please
list):

___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________

I hereby declare that I have assessed the final submission and I take full responsibility
should there be any inaccuracies, incompleteness, omissions, delays or non-submission.

Group members signature

: ________________________________

Group members name

: ________________________________

Group members ID

: ________________________________

Date

: ________________________________

Group members declaration

(Each group member, including the group leader, must individually fill up and submit this form, in the
students own handwriting. This form is to be inserted in the final submission.)

Group members name

: ____________________________

Student ID

: ____________________________

For the purpose of completing this assignment, I have performed the following tasks (please
list):

___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________

I hereby declare that I have assessed the final submission and I take full responsibility
should there be any inaccuracies, incompleteness, omissions, delays or non-submission.

Group members signature

: ________________________________

Group members name

: ________________________________

Group members ID

: ________________________________

Date

: ________________________________

Group members declaration

(Each group member, including the group leader, must individually fill up and submit this form, in the
students own handwriting. This form is to be inserted in the final submission.)

Group members name

: ____________________________

Student ID

: ____________________________

For the purpose of completing this assignment, I have performed the following tasks (please
list):

___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________

I hereby declare that I have assessed the final submission and I take full responsibility
should there be any inaccuracies, incompleteness, omissions, delays or non-submission.

Group members signature

: ________________________________

Group members name

: ________________________________

Group members ID

: ________________________________

Date

: ________________________________