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MARKETING & COMMUNICATIONS
ABS – BBA
Assignment – 2022
STUDENT ID
UNIT TITLE: ___________________________________________________
NAME (in Full): ___________________________________________________
• All assignments are to be submitted on 1st September 2022 to assignments@atmsedu.org until further notice.
• Any Assignment submission extension request must come to Azra Fatima (Head: Examination | Academic) afatima@atmsedu.org 5
days before the date of submission with a valid reason and supported documentary evidence.
• If a program participant submits the assignment late, but within 1 week after the submission date a 20% penalty will be applied.
E.g.: If a student scores 90 in an assignment, the final mark will be 76 after penalty is imposed.
• Any Assignment submission extension request must come to Azra Fatima (Head: Examination | Academic) – afatima@atmsedu.org 5
days before the date of submission with a valid reason and supported documentary evidence.
• Similarity between student’s work is strictly not accepted, any student found with similar work will be graded Zero and fail for the
course. However, Plagiarism is an academic offence and will not be tolerated.
• Any reevaluation request should come in 5 days of grade release. Any late request will not be obliged. (Form and other details shall be
shared based on request)
• Reevaluation cannot be requested for plagiarized assignments as the assignment stands as an academic misconduct.
• Reevaluation request is only applicable for any failed courses provided the mark range from 59 to 69. Any grade which is below the
range is however not applicable for this request.
• Any rescheduling request should come and fulfilled within one week after the actual date of the assessment. Any late request will not
be obliged.
• If a program participant submits the assignment after 1 week from the submission date, without any prior approval, then the student is
deemed to fail the course.
• Assignment once submitted to exam board is final for marking.
• Second extension cannot be provided without supporting documentary evidence.
• Program participants are strongly advised to keep a copy of their work in case the submitted copy should go astray.
• Total 90 marks. 10 Marks for Class Attendance. Final marks will be converted to 90 marks.
PS. Kindly note to adhere to all the above instructions. Failing to read this, ATMS will not be responsible for any actions taken.
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GUIDELINES FOR ASSIGNMENT
a) If assignment is Question & Answer based then.
• Introduction is needed for each question.
• Question has to be answered based on the mark allotted for each question with references if any idea or information is taken
from other source.
b) If assignment is case based then,
• Executive summary
• Table of content
• Introduction
• Body of assignment (questions related to case need to be answered)
• Conclusion / Recommendation if any
• References (in-text + citation) to be used.
Total Marks / 90
PLAGIARISM
Plagiarism is a form of cheating, by representing someone else’s work as your own or using someone else’s work (another student or
author) without acknowledging it with a reference. This is a serious breach of the Academic Regulations and will be dealt with
accordingly. Students found to have plagiarized can be excluded from the program.
Plagiarism occurs whenever you do any of the following things without acknowledging the original source:
✓ Copy information from any source (including the study guide, books, newspapers, the internet)
✓ Use another person’s concepts orideas
✓ Summarize or paraphrase another person’s work.
How do I avoid plagiarism?
To ensure you are not plagiarizing, you must acknowledge with a reference whenever you:
✓ use another person’s ideas, opinions or theory
✓ include any statistics, graphs or images that have been compiled or created by another person or organization
✓ Paraphrase another’s written or spokenword.
What are the penalties?
The penalties for plagiarism are:
✓ Deduction of marks,
✓ A mark of zero for the assignment or the unit, or
✓ Exclusion from the program.
Plagiarism is dealt with on a case-by-case basis and the penalties will reflect the seriousness of the
breach. Please note claiming that you were not aware of need to reference is no excuse.
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Marketing & Communications
Browse https://kickstarter.com. Identify a product or service that you find interesting. The product or
service could be identical to the one you identified and analyzed throughout the course.
Marketing: determining and developing your value proposition
1. First, have a thorough look at the product or service’s project page on Kickstarter. At which
level of Maslow’s Hierarchy of Needs do you think the creators specified the need they want
to satisfy for buyers of this product or service? Explain your answer by referring to quotes or
images on the project page. (250 words)
2. Based on their project page on Kickstarter, who do you think is their primary target audience?
Make sure to describe the i) psychographics, ii) demographics, iii) geographics, and iv) the
behavioral patterns of this target audience. (300 words)
3. Collect data about this (and/or similar) product(s) online. These could be quantitative or
qualitative data points. Based on what you find, reflect on whether or not you think the product
creators are doing a good job in trying to satisfy the needs of this target audience. In other
words, do you think that this product/service can satisfy the needs of the target audience you
described above? In answering this question, refer to the information that you find online.
(300 words)
4. Finally, have a look at what competitors are doing. Identify three competitors. How does the
product or service that you identified on Kickstarter differ from its competitors? Answer this
question by writing a concise positioning statement. Use the following format: “To [target
segment and need] our [brand] is [concept] that [point of difference]. After that, explain the
rationale behind your formulation. (150 words excluding positioning statement)
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Communication: communicating your value proposition
5.
a. Establish what you(!) think should be the creator’s communication objective. On which of the
five levels of the Hierarchy of Effects (note: this is different from Maslow’s Hierarchy of
Needs) should they be focusing? Explain why you believe this communication objective suits
their product in this stage best. Bonus: if you can find any of their communication efforts (for
example, on social media), explain whether (or not) their actual communication objective
corresponds with what you think would work best.
(250 words for regular part (excluding bonus question); additional 250 words for bonus part)
b. If you were in the position of the creator of the product/service, what kind of promotional
efforts would you deploy in order to meet the communication objective that you advocated for
above? Explain your pick. (150 words)
c. Do the promotional efforts that you described above qualify as push marketing or pull
marketing? Explain your answer. (150 words)
6. Have a look at the Kickstarter project again. Which of Cialdini’s persuasion principle(s)
should, in your opinion, be at the core of their marketing communications? Why do you think
this/these will be the most effective one(s) in persuading their target audience to buy the
product or service? You could (but don’t have to) use more than one of Cialdini’s persuasion
principles. (250 words max. per persuasion principle)