Bachelor of Business (Hons)

PRINCIPLES OF MARKETING
(MKT101)
FEBRUARY 2023 SEMESTER

ASSIGNMENT (GROUP)
ASSIGNMENT DETAIL

GROUP ASSIGNMENT

Prepare a marketing plan that outlines the existing strategy of a product or service from the
apparel industry in Vietnam.

Due date: Week 13 (3 May 2023)

Assessment Task: 20% of total assessment in subject
Word limit: 3,500-4,000 words (exclude cover page, table of contents, references,
appendices)

Assessment rationale

To enable students to apply marketing mix concepts and prepare a written report which
provides sound analysis matching theory to a real business operation.

Task

1. Form a team (maximum 5 members per group). It is recommended that all group
members belong to the same tutorial group.
2. Submit the name and student ID of the group members to the lecturer by week 4.
3. The group is required to seek approval of the selected product and brand with the
lecturer before starting the assignment.
4. The entire project must be completed and turned in by Week 13. It is your
responsibility in making sure the similarity index is not more than 15%, and not more
than 2% per source (excluding cover page, table of contents, reference list and
appendices). Marks will be allocated for the originality of your report. You will be
referred to the Board of Inquiry should the originality index is more than 15% (Refer
to Academic Integrity at pages 12-14 of this document).
5. Assignment must be substantially your own work. If you wish to report another
author's point of view you should do so in your own words, and properly cite the
reference in accordance with the departmental style. Direct quotations should form a
small part of your work, and must be placed in quotation marks and referenced. Any
material taken from other references are to be acknowledged.
6. Late submission will be penalized, with 10% of the total marks will be deducted each
hour after the assignment due.

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Assessment Criteria

Section Guide for Students %

Section 1: Introduce the selected company and product or service that /6

Introduction is available in Vietnam. Your discussion should include the
objective of your study and report flow.
Section 2: Analyze the current market situation for the product.
SWOT Analysis  Conduct a SWOT analysis for the chosen product.
Support your analysis with relevant references and / 10
facts.
Section 3: Identify the segmentation, targeting and positioning strategy
Segmentation, for the product in Vietnam. All discussions must be
targeting & justified. / 10
positioning strategy  Identify and describe 3 segmentation bases relevant
to selected product. /5
 Identify and discuss the targeting strategy / strategies
of the selected product. /5
 Identify and discuss the chosen product positioning
strategy. Compare the product with direct
competitors.
Section 4: Determine and discuss the marketing mix strategies for the
Planning the product in Vietnam. Justify your answers.
Marketing Mix (4Ps) Your discussion should include the theories, application of
Strategies knowledge from the subject materials as well as the
published resources.
 Product characteristics / 12
 Pricing strategies / 12
 Distribution strategy / 12
 Promotional strategy / 12
Conclusion Summarize your assignment in a concise yet comprehensive /6
manner.
List of References & In accordance with APA Referencing standards. (refer /5
Originality https://apastyle.apa.org/style-grammar-guidelines/reference
s/examples/)
Turnitin Originality index should be less than 2% per
sources. Mark deduction applies on those exceeded 2% per
references source.
ALL references must be creditable, original and verified.
References based on opinion such as blogs, web resources
which is not original and just sharing information and wiki
etc. shall be subject to mark reduction.
Format Adherence to the required format. /5
Total / 100

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Due Date

The written project must be completed and submitted on due date, and it is students’
responsibility in making sure the Turnitin similarity index (excluding cover page, table of
contents, reference list and appendices) is not more than 15%, and not more than 2%
per source. Marks will be allocated for the originality of your report.

Report Format

1. Your report must follow the proper format. The project must be typed, line spacing of
1.5, on 8.27” x 11.69” sheets of unruled paper (A4 paper), using Times New Roman
(12 point) font and paragraphs must be justified.

2. Each section of the project must be separated and clearly be identified.

3. The cover page must list the following information:

a. Title of the Project.
b. Name of University.
c. Subject Name and Code.
d. Team Members’ Full Names and ID.
e. Course.
f. Campus.

4. Your report must include:

i. Cover Page
ii. Table of Contents
iii. Content
iv. Conclusion
v. Reference List

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 Assignment No.: __

Assignment Cover Sheet

Student Information (For group assignment, please state names of
Grade/Marks
all members)
Name ID

Office
Module/Subject Information
Acknowledgement
Module/Subject Code
Module/Subject Name
Lecturer/Tutor/Facilitator
Due Date
Assignment Title/Topic
Intake (where applicable)
Word Count Date/Time

Declaration

. I/We have read and understood the Programme Handbook that explains on plagiarism, and I/we testify
that, unless otherwise acknowledged, the work submitted herein is entirely my/our own.
. I/We declare that no part of this assignment has been written for me/us by any other person(s) except
where such collaboration has been authorized by the lecturer concerned.
. I/We authorize the University to test any work submitted by me/us, using text comparison software, for
instances of plagiarism. I/We understand this will involve the University or its contractors copying my/our
work and storing it on a database to be used in future to test work submitted by others.

Note:1) The attachment of this statement on any electronically submitted assignments will be deemed to
have the same authority as a signed statement.
2) The Group Leader signs the declaration on behalf of all members.

Signature: Date:
Email:

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 Feedback/Comments*
Main Strengths

Main Weaknesses

Suggestions for improvement

Student acknowledge feedback/comments

Grader’s signature Student’s signature:

Date: Date:
Note:
1)A soft and hard copy of the assignment shall be submitted.
2)The signed copy of the assignment cover sheet shall be retained by the marker.
3)If the Turnitin report is required, students have to submit it with the assignment. However, departments may allow
students up to THREE (3) working days after submission of the assignment to submit the Turnitin report. The
assignment shall only be marked upon the submission of the Turnitin report.
*Use additional sheets if required.

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ACADEMIC INTEGRITY

Honesty and Responsibility

Academic integrity is an important tenet for HELP University (the “University”). In
pursuit of the highest standards of academic integrity, the University holds its students to
the highest ethical standards defined by the Rules and Regulations section of the
Academic Handbook. All students studying a HELP University programme are subjected
to and are bound by the Student Academic Misconduct Rule to assure academic honesty.
Students are required to sign a pledge on the assignment cover sheet before submitting
your assignments.

What is Plagiarism?
Plagiarism is academic dishonesty or academic theft, and it is a serious academic offence.
Plagiarism includes, but is not limited to, the followings:
1. quote, paraphrase or summarise someone else’s ideas, theories or data, in whole or
in part, without appropriate acknowledgement;
2. borrow ideas, opinion or words, in whole or in part, from other sources without
properly crediting the author(s);
3. use any facts, statistics, diagrams or graphs, in whole or in part, without
acknowledging the source clearly;
4. claim or imply original authorship of someone else’s ideas, theories or data, in
whole or in part, as your own;
5. employ or allow someone to help to revise, amend or write your work and pass off
as your own original work;
6. collaborate with or allow other students to copy your work; and
7. draw on sources more than what you have acknowledged by citations.

While a student is not discouraged to discuss an assignment with his/her friends or

classmates, the work he/she submits must be done by the student alone. If a student shares
his/her assignment with other students and they plagiarise it, the student is as guilty as
those students who plagiarised his/her assignment. All parties to plagiarism are considered
equally guilty. Under no circumstances should a student be involved in collusion with
other students unless he/she is permitted to work on an assignment jointly by the
lecturer/tutor. If a student is unsure what constitutes plagiarism, he/she is obliged to
consult the lecturer/tutor on the matter before submission of his/her assignment.

When and How to Reference?

Knowing when and how to cite is a student’s responsibility. If he/she is in doubt or need
more help on this matter, the student may consult the lecturer/tutor. The following list
comprises some of the sources a student will need to reference. The list is by no means
exhaustive, but simply consists of the most common sources used by students to complete
their work.

1. Books
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 2. Chapters in books
3. Journal articles
4. Conference papers
5. Newspaper articles
6. Magazines
7. Websites
8. Study guide

Students are advised to cite in the following cases [1]:

1. When he/she quotes two or more words verbatim, or even one word if it is used in
a way that is unique to the source;
2. When he/she introduce facts that he/she have found in a source;
3. When he/she paraphrase or summarise ideas, interpretations, or conclusions that
he/she find in a source;
4. When he/she introduce information that is not common knowledge or that may be
considered common knowledge in your field, but the reader may not know it;
5. When he/she borrow the plan or structure of a larger section of a source’s
argument (for example, using a theory from a source and analysing the same three
case studies that the source uses);
6. When he/she build on another’s method found either in a source or from
collaborative work in a lab;
7. When he/she build on another’s program in writing computer code or on a not-
commonly-known algorithm; and/or
8. When he/she collaborate with others in producing knowledge.

In general, a referencing system requires two parts:

1. In-text citations
This is information about a source within the text of an assignment.
2. List of references
This is a list of all sources a student has used to research his/her assignment. It is
alphabetically arranged by author surname and appears immediately after the last
page of an assignment.

Different faculties or departments may have different requirement on how referencing for
an assignment should be done. The various formats used for in-text citations and list of
references are available in the following websites:
1. Harvard System
(http://www3.imperial.ac.uk/library/subjectsandsupport/referencemanagement/
harvard))
2. Chicago Style (http://www.chicagomanualofstyle.org/index.html)
3. American Psychological Association or APA Style (http://www.apastyle.org)
4. Modern Language Association of America or MLA Style
(http://www.mla.org/style)

Once a student has selected a referencing style for his/her assignment, he/she must follow
the same style consistently throughout the assignment. We strongly suggest that the
student consults the lecturer/tutor about which method to use before submission of his/her
assignment.
Penalties for Plagiarism
1
http://www.yale.edu/bass/writing/sources/plagiarism/warning.html, accessed May 18, 2008.
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The Turnitin Similarity Index for all programmes offered should be not more than 15%.

Penalties for plagiarism ranges from mark reduction for the assignment to expulsion from
the University. If plagiarism has been found to have occurred, the action(s) taken will be
determined by the forms of plagiarism implicated:

1. Complete plagiarism  
Verbatim copying another person’s work without acknowledgement
- To be referred to a panel 2 for further investigation. If the student is found to
be guilty, a grade “FL” is to be awarded for the subject.

2. Substantial plagiarism (Turnitin Similarity Index ≥ 30%) 

Near-verbatim copying another person’s work by simply altering the order of the
sentences or the format of presentation or by changing a few words or phrases
without acknowledgement. 
- Based on a report submitted by the lecturer in charge of the subject, a Zero
mark will be awarded for the said assessment.

3. Minimal plagiarism (Turnitin Similarity Index ≥ 15%)

Paraphrasing by changing and/or eliminating some words without proper
acknowledgement.
- Based on a report submitted by the lecturer in charge, a deduction of up to
50% of marks the student is entitled to receive for the said assessment.

Pleading ignorance or unintentional plagiarism does not constitute valid reasons for
plagiarism and will not avoid the penalties from being imposed. Excuses for acts of
plagiarism such as the following, but not limited to, will not be entertained:
1. I don’t have time to do the assignment
2. I have too many assignments due on the same day
3. I don’t know, I really didn’t do it
4. I am not aware
5. I don’t understand what plagiarism means
6. I have no intention to plagiarize
7. I forgot to cite the reference
8. I forgot to include the bibliography
9. My English is not good
10. My lecturer/tutor did not explain to me
11. In my country, it is alright to copy someone else’s work
12. My friend copied my assignment when I let him/her to look at my assignment
13. My friend copied my assignment when I allow him/her to use my laptop
14. I did my assignment in the computer lab, someone must have copied my work
15. I asked my friend to submit my assignment and he/she copied my work
16. I discussed my assignment with my friends, so our answers are the same/similar
17. Even though I do not have in-text citation but I have bibliography/reference list

Students should be reminded that it is their responsibilities to take due care throughout
their written work to effectively reference or cite when they use others’ ideas from any
source.
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The panel consists of the HoD as the Chair and 2 to 3 senior academic staff.
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