BACHELOR OF BUSINESS ADMINISTRATION
MARKETING MANAGEMENT II
EXAM-EQUIVALENT ASSIGNMENT: 05 DECEMBER 2020
Examiner: Ms Patience Nyoni
Internal Moderator: Dr Rajesh Sharma Marks: 100
The exam-equivalent assignment is
based on the caselet or scenarios
provided
Special instructions: None
Exam-equivalent assignment rules and regulations
1. Refer to the assignment submission guidelines for submission on Turnitin
2. A student found guilty of copying from another individual or sources another person to pose as him/herself will be disqualified from the exam-equivalent assignment
3. Plagiarism is a grave academic offence; a student who has plagiarized will be penalized accordingly
4. Contract cheating refers to students outsourcing their academic work – if found guilty of such academic fraud, Regenesys will institute the necessary penalties as indicated in the student code of conduct and Academic Regulations Handbook; Regenesys also reserves the right to expel a registered student, or rescind a student’s qualification if found guilty after completing a qualification
5. Students are required to submit the Declaration of Authenticity to acknowledge submission of their own work. Failure to do so will result in the examination not being marked and a mark of 0% being awarded.
6. Students will not be allowed to see or retrieve their marked examination script once submitted
7. Penalties will be applicable for high similarities subject to what is permissible for each programme
We wish you success.
Please refer to the Exam schedule for the submission dates.
TECHNICAL REQUIREMENTS AND INSTRUCTIONS
• Ensure that your first name, surname, student number, the course code number and total number of pages appear on the front cover of your assignment.
• Exam-equivalent assignments must be submitted online via the Turnitin link on your course subject page. Exam-equivalent assignments may not be submitted via e-mail.
• The exam-equivalent assignment link will be similar to the assignment submission link on the student portal.
• Answer this assignment according to the guidelines in the Assignment Submission Guide, which you can download here: https://portal.regenesys.net/pluginfile.php/1400/mod_resource/content/10/Assignment_Submissi on_Guide_Acad_ver7.pdf
• Ensure that you have a thorough understanding of the frequently used terms in assessments. For an explanation of assessment terminology, go to: https://portal.regenesys.net/pluginfile.php/1400/mod_resource/content/10/Assignment_Submissi on_Guide_Acad_ver7.pdf
• Start this exam-equivalent assignment as soon as possible considering the number of days available to you before the submission deadline.
• Exam rules and regulations will be applicable for all exam-equivalent assignments – exceptions may apply for where the Academic Committee deems fit.
Assignment format
Programme assignment submission guidelines Assignment length –
maximum pages Minimum references required in bibliography Maximum similarity index permitted
Masters 17-20 15 15%
Postgraduate diploma 14-17 10 15%
Third year 12-15 7 20%
Second year 12-15 5 20%
First year and higher certificate 10-13 3 20%
*Where applicable, exceptions will apply for modules such as BCOMPT Mathematics.
• Use Arial 11pt, single spacing.
• Write your responses in ESSAY AND PARAGRAPH FORMAT. Avoid bullet-type responses.
• Appendices may be a maximum of three pages each, with the information in them relevant to the exam-equivalent assignments and summarised. Provide relevant links referenced in your appendices so that your assessor can evaluate them.
• Respect the introduction, body and conclusion format for answering questions – these count towards your marks. Where applicable, exceptions will apply for modules such as BCOMPT Mathematics.
MARK ALLOCATION GUIDELINES
Introduction and conclusion Up to 5% for clear statement of purpose, clear outline of aspects covered in exam-equivalent assignment summarising key issues in the exam; relevance of summary to assignment
Referencing No in-text referencing or reference list
= 0% Minimal referencing
evident = 1-4% Referencing evident but inconsistent, incomplete, and fewer
than required
= 5% Depending on application of referencing
techniques in text, in reference list,
and variety and number of references consulted – substantially exceeding the minimum number
required = 6%-9% Perfect in-text referencing, reference list, variety and number of references consulted and substantially
exceeding the minimum number of references required =
10%
Body The marks awarded for the questions you answer or tasks you perform will be calculated out of 100. These will be recalculated to count for 85% of the total exam-equivalent assignment mark.
More details on mark allocation can be found in the assignment submission guidelines at https://portal.regenesys.net/course/view.php?id=43
*Where applicable, exceptions will apply for modules such as BCOMPT Mathematics and Financial Accounting.
Referencing
• Plagiarism is a serious offence. Do not copy directly from any text unless absolutely necessary. Enclose quotes in inverted commas to indicate that they are not your words, and include an in-text reference with each quote. Paraphrase all the reference comments that you use and include appropriate reference and page numbers.
• Use the in-text referencing method prescribed by Regenesys under guidelines and policies on the student portal. Consult the referencing mark allocation guide for the minimum number of references needed for this assignment.
• Full referencing of all sources, including page numbers in in-text referencing, is essential. For example: (Gitman, 2010:15) in text, and then in your reference list:
Gitman, L.J. 2010, Principles of Managerial Finance, Cape Town: Pearson Education.
• Extensive and credible academic references are required to demonstrate that you have researched the topics fully and so that you can substantiate your arguments critically.
• Penalties for high similarities will be applicable as follows:
% range above acceptable % to be used for final mark deduction HCBM, HCPM, BPM, BBA, BCOMPT PDBM, PDPM, MBA, MPM
0-5 0% of final mark 0% of final mark
6-10 5% of final mark 10% of final mark
11-15 10% of final mark 15% of final mark
16-20 15% of final mark 20% of final mark
21 and above 20% of final mark 25% of final mark
NOTE: At postgraduate level, you are expected to substantiate your answers with evidence from independent research
MARKETING MANAGEMENT II
REVIEW THE SCENARIOS AND ANSWER ALL QUESTIONS
SCENARIO l
The future of retail industry
The dawn of industry 4.0 is a game changer in the global retail market. Competition is constantly intensifying, and most retailers are finding it impossible to survive. Customers are becoming more knowledgeable, sophisticated and extremely demanding. Industry 4.0 has transformed the retail industry and business is no longer as usual. The future of the retail industry is uncertain and being innovative is no longer an option.
QUESTION 1 [25 MARKS]
Assume the role of a Marketing Manager for any retailer, that you know operating in South Africa. Critically discuss how your organisation can take advantage of industry 4.0 to create exceptional experience (experiential marketing) for its customers. Your discussion should involve but not limited to:
• Brief background of company
• Product/service offering
• Target market
• Segmentation strategy/strategies
• Targeting strategy/strategies
• Positioning strategy
• Competitors
• Innovative ways of creating experiential marketing
• Unique selling points
QUESTION 2 [25 MARKS]
SCENARIO 2
“As an innovator or an entrepreneur wouldn’t you want to know if you will be profiting from your idea or if someone else (e.g. a new competitor, a key supplier, your distribution channel or your customer) will rapidly capture the majority of the economic benefits of your idea? Apple sells only 15% of smartphones but makes 60% of the industry profits and it used to be over 90% for many years.”
The statement above reflects the concern of every new business. However, strategists have suggested the use of Porter’s 5 –forces model to evaluate the attractiveness of the industry.
Assume the role of an entrepreneur in the taxi & taxi-sharing business in South Africa. With a strong presense of Uber & other players, would you still consider entering this business? Your discussion should include a conceptual discussion on Porter’s 5 –forces model and its application in the scenario discussed above.
QUESTION 3 [25 MARKS]
SCENARIO 3
Digital businesses
Even though nobody expected Covid-19, businesses with a digital-first approach are better situated to survive. Competitive businesses understand that digitalisation is no longer an option, but a means for survival. With the right tools and mindset, you can identify opportunities where others see challenges in the midst of Covid -19 era.
Assume the role of a Marketing Manager for any organisation of your choice operating in South Africa. Critically discuss business opportunities that you have identified for your organisation in this pandemic era and how best to harness them. Draw recommendations for senior management convincing them to use digital platforms as a survival mechanism in this era and elaborate how cyber security risks will be managed. Your discussion must be convincing, and evidence based.
QUESTION 4 [25 MARKS]
Critically discuss conflicting channel priorities faced by organisations and their channel partners. Make recommendations to senior management on how they can mitigate such challenges associated with marketing channels and its member. In addition, discuss value added functions performed by marketing channel members.
TOTAL MARKS: 100