Postgraduate Diploma in Marketing
Individual Assignment
December 2019
Synergizing Marketing Communication (SMC)
Examination /Assignment Registration 14th to 27th October 2019
Period
Examination / Assignment Registration 28th to 31st October 2019
Grace Period
Assignment Submission Period 04th to 10th November 2019
Late Submission Period 11th to 17th November 2019
Assignment Acceptance time period Weekend and Weekday from 9.00am to 3.00pm
Presentation Date 22nd to 23rd December 2019
Email address to send soft copy smc.pgd@slim.lk
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GUIDELINES
ASSIGNMENT SUBMISSION:
You are required to register for examinations / assignments within the above given
period. Assignments will not be accepted if you have not registered for the
exam/assignment.
Assignments should be submitted to SLIM within the Assignment Submission Periods
indicated above.
Assignments will not be accepted after the late submission period under any
circumstances.
SLIM will issue an acknowledgement slip upon the submission of your assignment and
it must be retained by the student as proof of submitting the assignment.
ASSIGNMENT COVER PAGE:
Attached cover page format should be used, printed in the relevant colour (Stage 1-
Blue/Stage 2-Green/ Stage 3-Pink).
THE ASSIGNMENT MARKING SHEET should be attached after the cover page followed by the
Assignment checklist & declaration form.
A SOFT COPY of your assignment should be sent to the above mentioned email address for
which you will receive an automated reply of receipt of the assignment. If you have
not received the automated reply, please verify with course coordinator. The soft copy
is only a reference document that will not be considered as an assignment submission.
IMPORTANT NOTES
If you have not submitted the assignment" your results for the respective subject will
appear as “Fail” in the final grading.
In case of absence at the examination, the student has to re-do the assignment in order
to pass the subject in the next examination.
If you are a student of an Accredited Study Centre, you can submit the assignment to
the accredited study centre and presentation date and time will be notified to the
centre once all assignments are received by SLIM Home and SLIM web site.
Present university students are allowed to submit the assignment without attending
lectures since they register as self-study students. However, they have to attend
individual presentation sessions.
Refer student deliverables indicated below for specific details about assignment
submissions and presentations.
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A GLOBAL MOVE TO REDUCE SUGAR
BACKGROUND
After two years of development, Nestle Australia launched its new cane sugar-free Milo with 30%
less added sugar.
The new recipe contains malt barley, milk powder and cocoa like the original Milo, but replaces
cane sugar with stevia for sweetness and a soluble corn fibre for texture, so that the new version
looks, tastes and behaves like the original.
The General Manager of Nestle Australia – Andrew Mclver said this recipe was formulated in
response to consumer concerns about added dietary sugar, especially from a family context, and
conceptualized it as an option that ‘encourages people to drink milk, but delivers it with less
added sugar’.
The new product will be priced higher than the usual Milo. Milo 30% less sugar is priced at AUD
6.99 for 395 g, whereas the original is AUD 6.99 for 460g.
Mclver said; “as much as we wish we could produce it for the same cost, it’s quite a bit more
expensive to produce as the ingredients cost more, it’s much slower to make, and the production
runs are smaller. However, with its great taste, it will represent terrific value”
Source: www.williamreed.com
Your role
You have been promoted to the role of Manager - Sales Promotions of a
beverage company that operates in Sri Lanka, who produces dairy products and frizzy drinks. The
Director - Marketing of your company has requested you to submit a report on the following
areas as you begin your new role.
TASK ONE
Provided the company decides to launch a sugar free dairy product to the local market,
recommend and justify types of sales promotions that should be used. The promotions
recommended should be rationalized with successful campaigns run by Sri Lankan or
international companies.
Guideline Note 02
- It is important to show your understanding of type of sales promotions
- Decide on a product that fits the task
- Your justification for your recommendations is important
- Industry examples are expected
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TASK TWO
As the message theme of an advertisement outlines the key idea of the advertisement, the theme
is created by a message strategy. Namely; Cognitive strategies, Affective strategies and Conative
strategies.
Design a message theme for the product discussed in task one.
Guideline Note 02
- Industry examples are important
- It is important to demonstrate your understating of the types of message strategies
TASK THREE
3.1 Explain how the message strategies described in task two can be connected with the Hierarchy
of Effects Model in general.
3.2 Explain the application of Hierarchy of Effect Model for your chosen strategy with examples.
Guideline Note 4
- Continue in report format
IMPORTANT:
Please refrain from copying-and-pasting information from the Internet or another source and
make sure to reference your work according to the Harvard referencing format.
Task Content Weightage
Task one 35%
Task two 35%
Task three 30%
Total ( word count 2000 – 2500) 100%
Note: Please refer the given assignment marking scheme for marks allocation.
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ASSIGNMENT CHECKLIST & DECLARATION
This document is intended as a guide to check and improve your assignment. Review your
assignment together with the specific guidelines and criteria (marking schedule) that are
mentioned in the programme handbook given to you.
You are expected to confirm that your assignment fulfils the below requirements. Please tick
(√) in the cages as necessary.
Student Name
Registration No ( As per registration book )
Cover page with relevant colour code of the stage
Stage 1 – Blue
Stage 2 – Green
Stage 3 – Pink
Assignment checklist & declaration form ( This sheet)
Assignment marking scheme is attached
Assignment sheet is attached
Table of contents
Body of the assignment
References
Course fee paid in full (coaching/registration/exam and membership)
Exam registration completed
Assignment emailed to relevant email address
(You will receive an automated reply of receipt for the assignment. If you have not
received the automated reply, please verify with course coordinator. The soft copy is only
a reference document that will not be considered as an assignment submission)
I’m fully aware that any misleading information provided in the above checklist will lead to the
rejection of my assignment.
I, the undersigned, confirm that I have read and understood the statement about plagiarism
which is outlined in the students’ handbook. I confirm that the work that I have submitted
accompanying this report is wholly my own, and that any quotations or sections of text taken
from the published or unpublished work of any other person is duly and fully acknowledged
therein.
Signature: _________________ Date: _________________
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Assignment Marking Scheme
December 2019
Subject Synergizing Marketing Communication (SMC)
Student Registration Number
Marks
Criteria
Allocated Awarded
Aligning to the purpose of the assignment 20
Some of the answer addresses to the purpose of the question 1-5
This has addressed the purpose of the assignment 6-10
Has addressed the purpose of the assignment coherently 11-15
This has addressed the purpose of assignment comprehensively 16-20
Clarity of expression 20
An attempt to organize in a logical manner 1-5
Satisfactory showing of logical manner and organization 6-10
Shows higher level of Carefully and logically organized 11-15
Shows coherent structure with clearly expressed ideas 16-20
Using examples/evidences 20
Shows a little use of examples 1-5
Some use of examples. Some evaluation attempted 6-10
Some use of examples. Well evaluated 11-15
Shows appropriate examples are fully and reliably evaluated 16-20
Critical analysis of concepts, theories, conclusions 20
Demonstrates limited evidence of critical analysis 1-5
Demonstrates some critical analysis of relevant theory 6-10
Demonstrates application of theory through critical analysis 11-15
Demonstrates application of critical analysis well integrated 16-20
Following assignment guidelines 20
Limited follow-up of assignment guidelines 1-5
Some level of follow-up of assignment guidelines 6-10
Good display of adherence to assignment guidelines 11-15
Excellent adherence to assignment guidelines 16-20
Total
100
Special Remarks
Signature of the Examiner
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Synergizing Marketing Communication (SMC)
Assignment Topic
Student Name
Reg. No.
December 2019 Examination
Postgraduate Diploma in Marketing
Sri Lanka Institute of Marketing
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