Postgraduate Diploma in Marketing

Management
Individual Integrated Assignment – December 2022
Marketing Environment and Planning (MEP)
Examination /Assignment Registration 01st October to 30th October 2022
Period

Examination / Assignment Registration 31st October 2022

Grace Period

Assignment Submission Period 10th and 11th December 2022

GUIDELINES

• Assignment Submission:

• You are required to register for examinations / assignments within the above
given period. Assignments will not be accepted if you have not registered for
the exam/assignment.
• The assignment should be submitted to LMS within the Assignment Submission
Periods indicated above.
• The assignment should be uploaded to LMS – (Learning Management System)
as a PDF format.
• Rename the file: Registration No.- Name with Initials - Programme
Ex. 0000012345 A B Perera SCA
• The assignment will not be accepted after the submission period under any
circumstances.

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 • Assignment Cover Page:

▪ Cover page format should use the relevant colour

➢ Diploma in Marketing Management - Blue
➢ Higher Diploma in Marketing Management - Yellow
➢ Graduate Diploma in Marketing Management - Green
➢ Postgraduate Diploma in Marketing Management – White

• Assignment checklist/declaration and Assignment Marking Scheme should follow

the cover page.

IMPORTANT NOTES

• If you have not submitted the assignment, your results for the respective module
will appear as “Fail” in the final grading.
• Refer to the student deliverables indicated below for specific details about
assignment submissions and presentations.

ASSIGNMENTS WITH PRESENTATIONS

• Presentation dates and times will be published on the website after the
submission of the assignment.
• Presentation time will be 20 minutes and additional 10 minutes will be given for
questions and answers.
• The presentation should be saved as a PDF document and saved in a Pen Drive
which does not contain any Viruses.
(Only the relevant presentation should be saved in the pen drive)
• Students should bring two copies of the presentation printed on one slide per
page.

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Assignment Topic – Achieving Targets; A must during the
challenging time.
BACKGROUND

The Assignment: This assignment aims to provide a comprehensive understanding regarding the
scope of Marketing Planning, and it is designed to cover all the areas of the syllabus of Marketing
Environment and Planning. Once the assignment is successfully completed, students will be
able to gain a real-world understanding of the process of Strategic Marketing Planning based on
the economic factors affecting the Marketing Environment. Therefore, it is imperative to have
a sound understanding of the subject content of the Marketing Environment and Planning and
the other basic marketing subjects to successfully complete the assignment.

Strategic Marketing Planning: ‘Brands’ need marketing; ‘Marketing’ needs to be planned

properly. ‘Strategic Marketing Plan (SMP)’ is the annual plan that marketers develop to plan
the marketing operations for the following financial year. It starts with a thorough analysis of
the brand’s current situation. Based on that, the marketing targets and the required strategies
to achieve them are developed. ‘Evaluation and Control’ is also an integral part of an SMP.

A Product Brand: The brand of an individual product/ service differs from the corporate brand
of the organization. The product brand is important because not only is it what makes a
memorable impression on consumers but it allows your customers to know what to expect from
the organization. It is a way of distinguishing yourself from competitors and clarifying what it
is you offer that makes you the better choice.

TASK ONE

Select a product brand/ service brand of your choice, and develop the Strategic Marketing Plan
(SMP) for the selected product/service brand for the year 2023.

Guideline Note 01
You need to make sure that the respective organization is mainly focused on the Sri Lankan
market, and the annual turnover is above Rs.25 million. The organization should be involved in
the respective business for more than 5 years.

1. You need to analyse the internal and external environment in detail. You can perform a
consumer survey; to understand the situation, the factors affecting, attitudes and the
perceptions, etc.
2. Formulate the marketing objectives for 2023, based on the Situation Analysis.
3. Develop the marketing strategies to achieve the above said objectives.

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4. Your arguments and forecasts should be supported by relevant information. You can make
rational assumptions (Please mention them clearly).

5. The format provided has to be adhered to. The page length of the content stated therein
could change as per the merits of the case.

6. The executive summary should be written after completing the SMP, and should describe
the entire SMP in a nutshell.

7. Refrain from cutting and pasting information from websites or published reports. Analyse
them, and write the content in your own words. Make sure to reference your work
according to Harvard Referencing.

TASK TWO

Prepare a presentation assuming that you have to present the SMP, to the board of directors
of the organization, in order to get the approval (a 20-minute presentation).

Guideline Note 02:

1. Lecture presentations: The theoretical knowledge and skills required in formulating an

SMP would be imparted through interactive classroom lecture presentations.
2. Group Exercise: Active participation of the students will develop their listening,
analytical, presentation and discussion skills.
3. Collaborative Learning: Students will be facilitated to draft their marketing plan in
collaboration with their peers within the classroom setting. This will allow students to
save time and complete the marketing plan within the deadlines.

The Sample Format

1. Executive Summary (Maximum 01 page)

2. Situational Analysis/ Marketing Audit (Maximum 10 pages)

2.1 Introduction to the company
2.2 Nature of the industry, Opportunities and Threats to the industry
2.3 Nature of the market, Market size, Market structure
2.4 Nature of the demand, Factors affecting to the demand, and Demand elasticity
2.5 Nature of the competition, Main competitors and Possible new competitors, if any.
2.6 PESTEEL Analysis
2.7 SWOT Analysis

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3. Sales & Marketing Objectives (Maximum 1 page)

4. Marketing Strategies (Maximum 10 pages)

4.1 Generic Strategies
4.2 Target Marketing Strategies
4.3 Marketing Mix Strategies
4.4 Growth Strategies, if any.

5. Tactics, Action Plans and Budgeting (Maximum 4 pages)

5.1 Sales Forecasting
5.2 Action Plan
5.3 Sales Budget & Marketing Communication Budget
5.4 Budgeted Profit and Loss Statement

6. Evaluation and Control (Maximum 02 pages)

7. Appendix (Relevant data, Survey questionnaire, and any other material that would
substantiate your arguments or information in the SMP)

GENERAL FORMAT TO BE USED

1. The report should be written in the third person format (please do not use words ‘our’ ‘my’
‘we’ when referring to the company).
2. All pages should be A4 sheets printed on a single side
3. Font style: “Times New Roman”, should be “Text justified”
4. Font sizes: The text - 12 pt./ Main headings 14 pt. (Bold)/ Sub headings 12 pt.
5. Margins: Top and bottom 1 inch, on right 1 inch, on left 1.25 inch
6. Beginning of each paragraph, 4 spaces indented
7. Line spacing: 1.5 lines
8. The report should be spiral bound.
9. Language should be checked for spelling, grammar and contextual accuracy.
(Please read the Program Handbook for general guidelines in writing assignments)

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IMPORTANT:

Please refrain from copying-and-pasting information from the Internet or other sources. Add
your reference work according to the Harvard referencing format.

Marks Allocation

Assignment Weightage Final Weightage

Task One - (5000 +/- 10% words) 100% 70%

Task Two - Presentation 100% 30%

Total 100%

Note: Please refer to the given assignment marking scheme for the mark allocation criteria.

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Presentation Slide Template

Slide 1 Slide 2
Cover Slide Situation Analysis

Slide 3 Slide 4
Situation Analysis Situation Analysis

Slide 5 Slide 6
Situation Analysis Situation Analysis

Slide 7 Slide 8
Sales & Marketing Objectives Marketing Strategies

Slide 9 Slide 10
Marketing Strategies Marketing Strategies

Slide 11 Slide 12
Marketing Strategies Marketing Strategies

Slide 13 Slide 14
Tactics & Action Plan Sales Budget/ MarCom Budget

Slide 15 Slide 16
Budgeted P&L Statement Evaluation & Control

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 ASSIGNMENT CHECKLIST & DECLARATION

This document is intended as a guide to check and improve your assignment. Review your
assignment together with the specific guidelines mentioned in the programme handbook and
the assignment marking criteria given in the marking scheme.

You are expected to confirm that your assignment fulfils the below requirements. Please
tick
(√) in the cages as necessary.

Student Name

Registration No

Cover page with relevant colour code (Stage 1-Blue/ Stage 2-Yellow /Stage 3-Green)

Assignment checklist, declaration form (This sheet) & lecturer approval for the
assignment

Assignment marking scheme is attached

Table of contents

Body of the assignment

References

Course fee paid in full (coaching/registration/exam and membership)

Exam registration completed

I’m fully aware that any misleading information provided in the above checklist will lead to
the rejection of my assignment.

I, the undersigned, confirm that I have read and understood the statement about plagiarism
which is outlined in the students’ handbook. I confirm that the work that I have submitted
accompanying this report is wholly my own, and that any quotations or sections of text taken
from the published or unpublished work of any other person is duly and fully acknowledged
therein.

Signature: Date:

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 Assignment Marking Scheme
December 2022

Module Marketing Environment and Planning (MEP)

Student Registration Number

Marks
Criteria
Allocated Awarded
Aligning to the purpose of the assignment 20
Some of the answer addresses to the purpose of the question 1‐5
This has addressed the purpose of the assignment 6‐10
Has addressed the purpose of the assignment coherently 11‐15
This has addressed the purpose of assignment comprehensively 16‐20
Clarity of expression 20
An attempt to organise in a logical manner 1‐5
Satisfactory showing of logical manner and organisation 6‐10
Shows higher level of having carefully and logically organised 11‐15
Shows coherent structure with clearly expressed ideas 16‐20
Using examples/evidences 20
Shows little use of examples 1‐5
Some use of examples. Some evaluation attempted 6‐10
Some use of examples. Well evaluated 11‐15
Shows appropriate examples, fully and reliably evaluated 16‐20
Critical analysis of concepts, theories, conclusions 20
Demonstrates limited evidence of critical analysis 1‐5
Demonstrates some critical analysis of relevant theory 6‐10
Demonstrates application of theory through critical analysis 11‐15
Demonstrates application of critical analysis, well integrated 16‐20
Following assignment guidelines 20
Limited follow‐up of assignment guidelines 1‐5
Some level of follow‐up of assignment guidelines 6‐10
Good display of adherence to assignment guidelines 11‐15
Excellent adherence to assignment guidelines 16‐20

Total
100
Special Remarks

Signature of the Examiner

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COVER PAGE – INDIVIDUAL ASSIGNMENT

REGISTRATION NUMBER:

0 0 0 0 0

MODULE TITLE:

LEVEL:

BUSINESS SCHOOL/ASC:

By submitting this assessment, I confirm that I understand and abide by the examination rules
and regulations of SLIM.

POSTGRADUATE DIPLOMA IN MARKETING MANAGEMENT (PGDIP)

SRI LANKA INSTITUTE OF MARKETING (SLIM)

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LECTURER APPROVAL FOR THE ASSIGNMENT

REGISTRATION NUMBER/S:

0 0 0 0 0

MODULE TITLE:

NAME OF THE LECTURER:

APPROVAL

SIGNATURE: DATE:

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