INTRODUCTION TO MARKETING
BHO1171

ASSIGNMENT TITLE
Written Case Study Report This assessment accounts for the following proportion of marks for this unit 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. 30 %

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