Retail Marketing

Program:

DIPLOMA IN BUSINESS ADMINISTRATION

(DBADI)

Subject Code & Title:

MKT 2101-MARKETING MANAGEMENT

Assessment Title:

APPLICATION OF THE MARKETING MIX WITHIN AN F & B OUTLET IN PENANG

(Individual Assignment)

Instructor: MICHAEL TNEH

Learning Outcomes Tasks/ Means Criteria & Allocated Marks Assessed Marks

Successful students will able to demonstrate their

Marketing knowledge in writing the assignment by analyzing the Marketing Mix elements and relating them to a real life example of F&B outlets operating in Penang.

Besides that, students will be required to "think out of the box" to come up with new marketing approaches or ideas that the organization can adopt to bring more success to the marketing efforts.

You are required to conduct a SWOT and Marketing Mix analysis for an F&B outlet operating in one of the malls in Penang. As a marketing manager of this outlet, you are expected to provide strategic directions for the outlet you are managing.

IMPORTANT:

1. This assessment Title must be attached to your assignment.

2. Using someone's work as your own tantamount to plagiarism.

3. The write up should be 2500 words. Word count for the assignment should be within -100 or +100 words within the minimum or maximum word limit. Marks would be deducted for any words exceeding or not meeting within the min and max stipulated word count.

FONT SIZE: 12, FONT TYPE: Times New Roman, 1.5 Spacing.

Assignment given : 02/06/2011

Assignment due : 23/06/2011

PENALTY FOR LATE SUBMISSION: 10% deducted for each day after deadline.

Introduction - 10 marks

SWOT analysis - 40 marks

Elements of the marketing mix - 40 marks

Conclusion - 10 marks

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Program:

DIPLOMA IN BUSINESS ADMIINISTRATION (DBADI)

Subject Code & Title: