Marketing Management: HI5004

Marketing Management: HI5004


Assessment Task – Tutorial Questions Assignment
Unit Code: HI5004
Unit Name: Marketing Management
Assignment: Tutorial Questions
Due: 11:30pm 13th October 2020
Weighting: Total Mark 50 = 50%
Purpose: This assignment is designed to assess your level of knowledge of the key topics
covered in this unit
Unit Learning Outcomes Assessed:
– Student will be able to integrate theoretical and practical knowledge of Marketing
– Research the tools for gathering marketing information and utilise the tools to assess
– Evaluate consumer behavior and its effect on business performance
– Conduct and apply marketing research to enhance decision making including
segmentation and targeting and positioning
– Develop creative marketing strategies for new product development including product,
price, people and promotion – Generate creative strategies for customer acquisition and
Description: Each week students were provided with three tutorial questions of varying
degrees of difficulty. These tutorial questions are available in the Tutorial Folder for each week
on Blackboard. The Interactive Tutorials are designed to assist students with the process, skills
and knowledge to answer the provided tutorial questions. Your task is to answer a selection of
tutorial questions covered over Week 2 to Week 11 inclusive.
It is important when you answer the questions, you do not just copy and paste the answers from
other sources, but rather, try to paraphrase it and provide reference (in- text referencing) to
your answers. All references must be listed appropriately at the end of the report using Harvard
referencing style.
The questions to be answered are:
Question 1: (11 marks)
Week 2 – Question 2:
Covid-19 as a large bulldozer is an apt image where businesses and the economy are concerned.
But whilst our day to day lives have changed, for business, the show must go on — or else risk
complete failure. It is undeniable that some businesses won’t be able to thrive during this
period. But with creative thinking and a change of tactics, many businesses will be able to adapt
and succeed, even during a lockdown.
Select one industry in the list below:
– Fashion
– Tourism
– Hospitality
– Education
– Retail
– Food
You are required to provide and discuss some suggestions to adapt the marketing strategy of
the industry selected for Covid -19.
Word count: no more than 500 words
Reference: at least 2 academic sources to support your discussion
Question 2: (11 marks)
Week 6: Question 2:
Lovemarks – The future beyond brands
Lovemarks is a marking concept that is intended to replace the idea of brands. The idea was
first widely publicized in a book of the same name written by Kevin Roberts, CEO of the
advertising agency Saatchi & Saatchi.
Watch the video and the paper in the links below and provide your opinion in 300 words. Do
you agree with Kevin about Lovemarks concept? If yes, why and if no, why not? You have to
use the information from the links to support your discussion.
Question 3: (7 marks)
Week 4: Question 1
Watch the video in the link above and answer the following questions:
– What are the benefits for the company to understand about consumer behaviour?
– Using the information from the video and discuss about the tools that company can use
to understand about consumer behaviour
Answer the question in 300 words and you must use the information from the video to support
your discussion
Question 4: (7 marks)
Week 5: Question 3
You are marketing manager for a noodle company. Your company is launching a new noodle
soon called ‘Amazing Thai’. This noodle tastes delicious and uses Thai ingredient.
Define the term “target market”, and suggest a potential target market for new ‘Amazing Thai”
noodle in 300 words.
Question 5: (7 marks)
Week 7: Question 2:
Watch the video in the link below and answer the questions:
What is Zara’s product strategy?
How did Zara take over the industry using “fast fashion”?
Answer the question in 300 words and you must use the information from the video to support
your discussion (7 marks)
Question 6: (7 marks)
Week 11: Question 1:
You work as a sales representative in a company that manufactures surgical equipment. Before
calling on an important prospect, you decide to search the Internet and find out details about
her/him. What step in the selling process is being carried out here? What is the importance of
this step?
Answer this question in 300 words with 2 references to support your argument (7 marks)
Submission Directions:
The assignment has to be submitted via Blackboard. Each student will be permitted one
submission to Blackboard only. Each student needs to ensure that the document submitted
is the correct one.
Academic Integrity
Academic honesty is highly valued at Holmes Institute. Students must always submit work that
represents their original words or ideas. If any words or ideas used in a class posting or
assignment submission do not represent the student’s original words or ideas, the student must
cite all relevant sources and make clear the extent to which such sources were used. Written
assignments that include material similar to course reading materials or other sources should
include a citation including source, author, and page number.
In addition, written assignments that are similar or identical to those of another student in the
class is also a violation of the Holmes Institute’s Academic Conduct and Integrity Policy. The
consequence for a violation of this policy can incur a range of penalties varying from a 50%
penalty through to suspension of enrolment. The penalty would be dependent on the extent of
academic misconduct and the student’s history of academic misconduct issues.
All assessments will be automatically submitted to Safe-Assign to assess their originality.
Further Information:
For further information and additional learning resources, students should refer to their
Discussion Board for the unit.

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