Marketing Principles A2 QCF February 2014 1

DANANG UNIVERSITY OF ECONOMICS

BTEC HND IN BUSINESS (MANAGEMENT)

ASSIGNMENT COVER SHEET

NAME OF STUDENT
REGISTRATION NO.
UNIT TITLE Unit 4: Marketing Principles
ASSIGNMENT TITLE Centre for International Education - Marketing Mix
Programme
ASSIGNMENT NO 2 of 2
NAME OF ASSESSOR Mr. Frederick A. Ignacio
SUBMISSION DEADLINE




I, __________________________ hereby confirm that this assignment is my own work and not
copied or plagiarized from any source. I have referenced the sources from which information is
obtained by me for this assignment.




________________________________ _________________________

Signature Date























----------------------------------------------------------------------------------------------------------------
FOR OFFICIAL USE (Course Administrator)

Assignment Received By: Date:


Marketing Principles A2 QCF February 2014 2
Unit Outcomes
Outcome
Evidence for the
criteria
Feedback Assessors decision
Internal
Verification

First
attempt
Re-
work

Explain how
products are
developed to sustain
competitive
advantage
3.1
Explain how
distribution is
arranged to provide
customer
convenience
3.2
Explain how prices
are set to reflect an
organisations
objectives and
market conditions
3.3
Illustrate how
promotional activity
is integrated to
achieve marketing
objectives
3.4
Understand
the
individual
elements of
the
extended
marketing
mix

LO3
Analyse the
additional elements
of the extended
marketing mix
3.5
Plan marketing
mixes for two
different segments in
consumer markets
4.1


Illustrate differences
in marketing
products and
services to
businesses rather
than consumers
4.2


Be able to
use the
marketing
mix in
different
contexts

LO4
Show how and why
international
marketing differs
from domestic
marketing.
4.3


Merit grades awarded M1 M2 M3


Distinction grades awarded D1 D2 D3


Marketing Principles A2 QCF February 2014 3
Outcome
Evidence for the
criteria
Feedback Assessors decision
Internal
Verification

Assignment

( ) Well-structured; Reference is done properly / should be done (if any)

Overall, youve




Areas for improvement:








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Marketing Principles A2 QCF February 2014 4
SCENARIO

In 2000s, recognizing the demand for access to advanced education and the modern
world of Vietnamese students, The University of Danang, University of Economics
contacted to prestige universities of other countries to learn their training model as
well as discuss opportunities for cooperation.

They established in 2005, with its mission to become the provider of joint training
programs of international quality, help learners to access advanced education
programs in the world, equipping students with the necessary skills to enter the
business environment challenging. Center for International Education is committed to
giving students a modern learning environment, friendly staff and foreign teachers
are highly qualified and always devoted to students.

They cooperated with famous universities from United Kingdoms and United states
of America

Keuka University (USA)
Towson University (USA)
Sunderland University (United Kingdoms)
Stirling University (United Kingdoms)

Courses offerred:

Business Management
Accounting
Financial Management
Finance and Banking
Marketing
International Business








3
- Flexible tuition fee
- Learning in English
atmosphere
- The degree will be
awarded by Sunderland
University








2
Cooperated
education with
3 + 1 and 4+0
program









1
In the Public
Universities
system in United
Kingdoms
Marketing Principles A2 QCF February 2014 5
The previous data have been based on a real life organisation, but details have
been changed for assessment purposes and do not reflect the current
management practices.

Students are advice to visit as well as look into the organisations website, competitors
information, your assignment 1 and other information relevant to the case.


Role

With the information of Centre for International Education Marketing Processes in the
Assignment 1, and the above, you, have been asked to assist and present to your
Vice- President for Centre for International Education a report on the following:

TASKS

Explain how Centre for International Education programs developed to sustain
competitive advantage (3.1)

Explain how distribution of Centre for International Education programs is arranged
to provide customer convenience (3.2)

Explain how prices are set to reflect Centre for International Education objectives
and market conditions (3.3)

Illustrate how promotional activity of Centre for International Education is integrated
to achieve marketing objectives (3.4)

Analyse the additional elements of the extended marketing mix of Centre for
International Education (3.5)

Prepare an event to present Integrated Marketing Communications to integrate all
promotional tools and other marketing mix and ensure that all forms of
communications and messages are carefully linked together. The event will be
held in NOVOTEL HOTEL. (Attach some pictures of the event)


Plan marketing mixes for two different segments in consumer markets for Centre
for International Education in Vietnam (4.1)






Marketing Principles A2 QCF February 2014 6
Prepare a PPT slides related to the following tasks:

Illustrate differences in marketing products and services to businesses rather
than consumers for Centre for International Education (4.2)

Show how and why international marketing differs from domestic marketing for
Centre for International Education programs (4.3)


Marketing Principles A2 QCF February 2014 7
GRADING

Pass is achieved by meeting all the requirements defined in the assessment
criteria. (Refer page 2 of this assignment brief)

Merit Identify and apply strategies to find appropriate solutions (M1)

Characteristics / Possible Evidence Relevant theories and techniques
have been applied to group product elements of marketing mix to arrive
effective judgments for the given products as well as different
marketing segments and contexts.

Select and apply appropriate techniques (M2)

Characteristics / Possible Evidence Appropriate methods select and
apply to justify different group product market segments and contexts
using of various sources of information for the given products.

Present and communicate appropriate findings (M3)

Characteristics / Possible Evidence An appropriate structure and
approach have been used to prepare group product market reports to
your Manager. Present data using a range of methods e.g. tables or
charts etc.


Distinction Take responsibility for managing and organizing activities (D2)

Characteristics / Possible Evidence Evaluate the importance and
impact of each element of the group product marketing mix to the
marketing strategy and organize activities to different segments and
contexts.

Demonstrate convergent, lateral and creative thinking (D3)

Characteristics / Possible Evidence Apply the theoretical knowledge
in creating a group product marketing programme for a specific product
and market segments, include all marketing mix decisions.







Marketing Principles A2 QCF February 2014 8
PRESENTATION

1. The assignment should have a cover page that includes the assignment title,
assignment number, course title, module title, Lecturer/tutor name and
students name. Attach all the pages of assignment brief/cover sheet with your
report and leave them blank for official use.

2. Ensure that authenticity declaration has been signed.

3. This is an individual assignment.

4. Content sheet with a list of all headings and page numbers.

5. A fully typed up professionally presented report document. Use 12 point Arial
or Times New Roman script.

6. Your assignment should be word-processed and should not exceed from
3,000 words in length. A CD should be included with references and
accompanying notes.

7. Use the Harvard referencing system.

8. Exhibits/appendices are outside this limit.

9. The assignment should be not contain a bibliography but should contain a
list of any references used in the assignment.


NOTES TO STUDENTS FOR SUBMISSION

Check carefully the submission date and the instructions given with the
assignment. Late assignments will not be accepted.
Ensure that you give yourself enough time to complete the assignment by the
due date.
Do not leave things such as printing to the last minute excuses of this nature
will not be accepted for failure to hand-in the work on time.
You must take responsibility for managing your own time effectively.
If you are unable to hand in your assignment on time and have valid reasons
such as illness, you may apply (in writing) for an extension.
Failure to achieve a PASS grade will results in a REFERRAL grade being
given.
Take great care that if you use other peoples work or ideas in your
assignment, you properly reference them in your text and any bibliography.
NOTE: If you are caught plagiarizing, the University policy and
procedures will apply.