Instructions to Student
 Answer all questions.
 Deadline of submission: 20/04/2021 23:59
 The marks received on the assignment will be scaled down to the actual weightage
of the assignment which is <50> marks
 Formative feedback on the complete assignment draft will be provided if the draft is
submitted at least 10 days before the final submission date.
 Proposal submission the latest by 31/3/2021
 Feedback after final evaluation will be provided by 4/5/2021
Module Learning Outcomes
The student achieves the following LOs by completing the assignment successfully

  1. Show an understanding of the nature of and the main influences on consumer behaviour.
  2. Demonstrate the impact of the environment on marketing decisions, analyse, and apply
    marketing concepts and techniques effectively.
  3. Demonstrate knowledge of the concepts and methods of market segmentation, targeting
    and positioning.
    Module Code: BUSS-B 2011 M o d u l e N a m e: Marketing Management
    Level: 2 Max. Marks: 100
    Marketing Management (BUSS-B 2011) -Spring-2021-CW 1-QP
    MEC_AMO_TEM_035_02 Page 2 of 14
    Assignment Objective
    The aims to provide a basic understanding of the nature, scope and purpose of marketing in an
    organization, to identify the main theoretical concepts behind the practice of marketing,
    Assignment Tasks #1
    Submit a work proposal for this assignment or before 31/3/2021 (23:59) which must include:
    • Understanding of deliverables – a detail description of deliverables.
    • General overview of proposed plan – initial understanding of solution to task two.
    • Timeline for completion of the given tasks and two journals as a references
    The work proposal must be submitted in a word file through the link available in Moodle.
    (5 Marks)
    Assignment Tasks #2
    Khalid and Fahad are two enterprising youths. They graduated from American University of Sharjah last
    year with degrees in Marketing Management. They thought instead of taking up a job, they launched a
    healthy food company called –Low Calories in Dubai. Having learnt of the future of food business, a
    wealthy investor has decided to invest in their business. Khalid and Fahad have now set their sights high
    as they aim to expand their business in the GCC outside the UAE. However, the market competition seems
    to be tough as there are bureaucratic procedures in the chosen country market to start a business.
    Students should work individually in preparing the marketing plan for the company Low Calories and
    should conduct a research about one from any country within GCC economic apart from UAE and the
    business environment for healthy food businesses write a report and present main findings as full details
    Marketing Plan. You will conduct background research (secondary research – journal articles, industry
    magazines, websites, news reports) into the product area, the chosen market, conduct a PESTEL analysis
    one of the GCC Market apart from UAE and outline major elements of the environmental analysis. You
    will be required to understand the potential consumer market to identify a target market (through the
    segmentation process).
    The Plan should include the following sections:
    • Executive Summary
    • Marketing objectives
    • Consumer Behavior analysis
    • PESTEL analysis
    Marketing Management (BUSS-B 2011) -Spring-2021-CW 1-QP
    MEC_AMO_TEM_035_02 Page 3 of 14
    • Business Portfolio analysis
    • Marketing strategies:
    Market Segmentation Strategy
    Market Growth Strategy
    • Evaluation and recommendations
    (Approximately 1,500 words)
    (95 Marks)
    Rules & Regulations:
     All resources should be cited using CU Harvard style.
     The final assignment must have a Title page, Table of Contents, References/ bibliography using
    CU Harvard Style and page numbers.
     Title Page must have Assignment Name, Module name, Session, your name, ID, and the name of
    the faculty.
     Softcopy in word format is to be submitted through Turn tin link on Moodle.
     Viva will be conducted after the assignment submission as per the dates informed earlier.
     Assignment must be computer typed.
     Font – Times New Roman
     Font – Style – Regular
     Font – Size – 12
     Heading should be with Font Size 14, Bold, Capital and Underline.
     You can refer books in eLibrary or use internet resource. But you should not cut and paste material
    from internet nor provide photocopied material from books. The assignment answers should be
    in your own words after understanding the matter from the above resources.