EGS212 / CLS212 / DMS220 / ITS203 Marketing Essentials AY2015/16 Semester 1

ICA 1 ICA 1 - INDIVIDUAL WRITTEN ASSIGNMENT (40%) The aim of this written assignment is to enable you to gain an appreciation of the marketing concepts covered in lectures and apply them to a brand or company of your choice. GUIDELINES

1. Your first task for this assignment is to select one product or brand you are familiar with. It

can be either a local or overseas entity. The product you have selected must have PHYSICAL STORE PRESENCE in Singapore.

2. You have to make a physical visit to the PLACE that retails your chosen product.

Compulsory: Take a picture of yourself at the location (the PLACE). This will serve as a proof of your visit.

Important Note: Be discreet you are a mystery shopper and that means you must remain a mystery . Remember that stores and shopping centres have security staff, many of whom are looking out for any unusual behaviour, e.g., taking pictures. Please DO NOT take pictures of the inside of stores or do anything that marks you out as different from a regular shopper.

3. Submit a 1 to 2 page written report (including the photo evidence).

Your write-up should follow the headings provided in the marking scheme below:

1 A brief introduction of the brand and company.

5 marks

2 Describe the chosen product and its assortment or range of products (colours, form, sizes) and briefly explain the functions/use of the product.

15 marks

3 A short description of the place such as store location, store environment and the types of retail operation. Provide ONE probable reason why you think the company has selected that place to retail its product. Attach a photo of yourself at ANY ONE store location where the product is retailed.

20 marks

Total: 40 marks

Your write-up should adhere strictly to the following guidelines:

Font Size 12 Arial or Times New Roman 1.5 line spacing Maximum 2 pages, including photos

Page 1

Submission date: Week 6 (week beginning 25 May 2015) to your lecturer before lecture. Late Submission Penalty: 5 marks per calendar day will be deducted Your report submission MUST include the cover page which can be found on the last page of this brief. This report carries 40 marks and constitutes 40% of the ICA weightage for this module. Note: Students found copying or extracting materials entirely from the Internet are guilty of plagiarism and will be subjected to disciplinary action from the school and will NOT be awarded any marks for the assignment.

Page 2

EGS212 / CLS212 / DMS220 / ITS203 Marketing Essentials

ICA 1 Individual Written Report (40%) Full Name (as per student card)

Serial Number (as per on the attendance)

Admin Number

Name of organisation / product selected

Class

Lecture Group

To be filled in by examiner: A brief introduction of the brand and company. (5 marks)

Describe the chosen product and its assortment or range of products (colours, form, sizes) and briefly explain the functions/use of the product. (15 marks)

A short description of the place such as store location, store environment and the types of retail operation. Provide ONE probable reason why you think the company has selected that place to retail its product. Attach a photo of yourself at ANY ONE store location where the product is retailed. (20 marks)

Total score :

40 marks