Postgraduate Diploma in Marketing

Transcription

1 Postgraduate Diploma in Marketing Group Assignment June 2018 Developing Effective Communication (DEC) Examination /Assignment Registration 02nd April to 28th April 2018 Period Examination / Assignment Registration 02nd May to 06th May 2018 Grace Period Assignment Submission Period 21st May to 27th May 2018 Late Submission Period 28th May to 31st May 2018 Assignment Acceptance time period Weekend and Weekday from 9.00am to 3.00pm Presentation Date 1st 5th Jun address to send soft copy dec.pgd@slim.lk 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 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. Page 1 of 10

2 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. ASSIGNMENTS WITH PRESENTATIONS Presentation dates and times will be published on the website after the submission of the assignment. Presentation time will be 15 min. and additional 10 min. will be given for questions and answers. The presentation should compatible with MS Office 2007 (Linux) version and should be saved in a Pen Drive which does not contain any Viruses. (Only the relevant presentation should be saved in the pen drive) Students should bring two copies of the presentation printed one slide per page. Page 2 of 10

3 Assignment Topic: Return Home BACKGROUND Sinder Sri Lanka, is a leading home and consumer-durables department store with over 317 stores island wide and a brand that boasts of 166 year history. You are the store manager of one of their main stores for the past three years and have been successful in maintaining a good store while building up a strong customer base at this location. Making use of the company s loyalty card programme and database you have also been able to build up a loyal customer-base of 356 customers over the past few years. Your store being part of a national chain of mega-stores, is however located in a very congested area, lacking adequate store space, parking and other facilities. Customers have been giving you feedback that owing to these drawbacks their frequency of visits was at minimum, reducing growth and revenue increases over the years. Based on this customer feedback, your management has decided to re-locate your store this year to a more attractive, upmarket and convenient location. This brand-new 4-Storey location on the main road, now offers ample parking, both at the store and on the road which also has attractive nearby businesses, food outlets, a cleaner and a less-congested environment. Your ROLE and TASKS in brief: You are the store manager at the newly located SINDER SRI LANKA Super Store. You would like to persuade the customers who patronized your store in its previous location, to continue to shop with you more frequently, and increase their visits through the upcoming New Year season and beyond. To achieve this, you will need to send an to each of them with this objective in mind. You would also need to get their confirmation stating their intention to re-visit your store again after receiving your communication. What is expected from you: 1. Draft a specimen addressing one of your customers as the target audience. 2. Submit the above in a short-report to the Head of Marketing, Sinder Sri Lanka, explaining the communication tools you have used. 3. You and your team are required to make a 10-minute presentation to the Head of Marketing at Sinder Sri Lanka. This presentation highlights how effective communication tools and have been used in the to adapt your message to the target audiences. To provide you with additional background information, the following extract from Chapter 9, Making Your Case with Persuasive Messages (Business Communication: Raymond V. Lesikar etal, E) might be of use. Moving your reader from an uninterested or even resistant position to an interested, cooperative one, is a major accomplishment. To achieve it, keep the following advice in mind L01, and L02 need to be clearly understood when carrying out this task. Page 3 of 10

4 Recommended Area: Adapting Your Words to Your Readers. Chapter 3 Constructing Clear Sentences and Paragraphs. Chapter 4 Writing for Positive Effect. Chapter 5 Making your Case with Persuasive Messages and Proposals. Chapter 9 Delivering Oral Reports and Business Speeches. Chapter 16 Source: Original from Author with reference to subject matter from (Business Communication: Raymond V. Lesikar et-al, E, p.p ) TASK ONE Draft an addressing one of your customers as the target audience. Guideline Note 01: Consider your knowledge of effective business communication, with the objective of adapting your message to the target audience (L01 chapter 3, L01 chapter 4 and draft your which should include (but not limited to) the following tools: 1. Using familiar and short words (L02 chapter 3) 2. Using concrete words (L05- chapter 3) 3. Repetition of key words and phrases (L05 - chapter 4) 4. You viewpoint / you approach, specific offers (L03 - chapter 5, L05 chapter 9) 5. Using positive language to achieve goodwill (L04 chapter 5) 6. Using courtesy (L05 - Chapter 5) 7. Know your readers, choose and develop targeted reader benefits, make good use of three kinds of appeals, make it easy for readers to comply. (L01 - chapter 9) 8. Gaining attention at the opening, adding a post-script, enhancing your message with visuals. (L02 - chapter 9) Other Notes: You are free to design your own logo/s and other marks for the task. Copies of the source documents you use, must be included in the appendix section in your document and referenced where necessary. Originality and referencing of work is expected. TASK TWO Report to head of Marketing Sinder Sri Lanka for Task 1. Guideline Note 02: The OBJECTIVE of this report document is to highlight how effective communication tools and persuasive request tools have been used in your to make him/her better-understand the purpose and reason for the use of each tool you have presented. 1. Word-Count 1,000 to 1,500 words (Does NOT include the ). 2. The should be attached to this document as appendix-reference documents. Page 4 of 10

5 IMPORTANT: Please refrain from copying-and-pasting information from the Internet or other sources. Add your reference work according to the Harvard referencing format. Word Allocation for each task Task Content Weightage Task one (Introduction and explanation of tools used in the ) 20% Task two (Overall Conclusions and Recommendations) 50% Total ( word count ) 100% Note: Please refer the given assignment marking scheme for marks allocation. Page 5 of 10

6 Instructions for Presentations You and your team are required to make a 10-minute presentation to the Head of Marketing at Sinder Sri Lanka as your Target Audience to highlight how effective communication tools and Persuasive Requests tools have been used in your and making him/her better-understand the purpose and reason for using each tool you present. Presentation Slide Template Slide 1 A brief outline of: Effective Business Communication and why it is important to use them in this situation. Slide 3 Examine the to explain point-bypoint as per the Guideline Note of Task 1. Use adequate number of slides. Slide 2 Your Hint: You may save the document as an external document and provide a hyperlink here if it will not fit into one slide; OR You may hand out a copy of the to the Head of Marketing for reference. Slide 4 Continue to examine the to explain point-by-point as per the Guideline Note of Task 1. Slide 5 Summary/s, Conclusion/s and/or Recommendations NOTE: You may use a couple of slides more if necessary, however you should meet the 10-minute Time-Limit for the presentation. Page 6 of 10

7 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 ( ) the cages 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 ed to relevant address (You will be receiving an automated reply of receipt of the assignment, if you have not received the automated reply, please verify with course coordinator. 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 above checklist will lead to 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: Page 7 of 10

8 Assignment Marking Scheme June 2018 Subject Student Registration Number Developing Effective Communication (DEC) Criteria Allocated 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 This has addressed the purpose of assignment comprehensively 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 Shows coherent structure with clearly expressed ideas 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 Shows appropriate examples are fully and reliably evaluated 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 Demonstrates application of critical analysis well integrated 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 Excellent adherence to assignment guidelines Marks Awarded Special Remarks Total 100 Signature of the Examiner Page 8 of 10

9 Developing Effective Communication (DEC) Group Assignment Assignment Topic Group Members Name Student Reg. No June 2018 Examination Postgraduate Diploma in Marketing Sri Lanka Institute of Marketing Page 9 of 10

10 Developing Effective Communications (DEC) Group Registration Format Intake I Group Name Group Leader's Details Name Stu. Reg. No NIC No Contact No E- Mail Details of Group Members No Name Stu. Reg No Signature I hereby confirm that the above mentioned particulars are true and accurate to the best of my knowledge. Group Leader's Signature Date Page 10 of 10