ASSIGNMENT TITLE
Written Case Study Report

This assessment accounts for the following proportion of marks for this unit


30 %
LEARNING OUTCOMES BEING ASSESSED
1. Demonstrate an understanding of the principles underlying the development of marketing
strategies, especially in relation to services and consumer goods;
2. Describe the role of the marketer, and the marketer’s contribution to the direction of the
organisation which offers products; goods, services, ideas, events, activities, people and
experiences, as a means of satisfying the needs of consumers;
3. Outline the particular challenges confronting marketers in the local and international markets;
4. Demonstrate a knowledge of the marketing strategies that can be implemented to confront these
challenges;
5. Demonstrate an ability to identify marketing problems in exercises which simulate ‘business world’
situations, and
6. Develop strategies to provide solutions to the marketing problems identified.

SUBMISSION INSTRUCTIONS:
You must electronically submit your paper into the Turnitin assignment submission box within the
BHO1171 WebCT shell.
Please note that paper copies will not be accepted. In case of the Turnitin or WebCT system being down,
please email the assignment to your tutor or local unit co-ordinator as a record of on time submission.
Assignments will be marked using Grademark, within WebCT. You will need to log into WebCT to read
feedback and obtain your mark once marking is complete.

SUBMISSION DEADLINE:
17:00 hours in your local timezone on the Friday of Session 11 (all campuses except Sunway) and week
12 (Sunway Malaysia campus only).


DETAILED DESCRIPTION OF ASSIGNMENT
Your task in this assessment is to analyse a case study in pairs that provides a critique of the issues in the
case. It should be approximately 3,000-3,500 words in length.
It is important to write your case study in a flowing format, ensuring the topics raised in any questions at
the end of case studies are answered, but importantly do not write the case study in a question:answer
format.
The case study you will need to address is:
Marketing the Eco-Shack (p272, Sharp, 2013).
Please do not answer the questions listed at the end of the case in the textbook. Your task is to research
the company and the market and then write a case study that considers:
1. The marketing environment
2. Whether the market could be segmented
a. If so, who the target market is
b. If not, explain why not
3. How you would manage the marketing mix for this product