MKT1705 Principles of Marketing Assessment Brief 2026 | NUS

Individual Assignment (20%)

The Individual Assignment is a take-home assignment that students complete within a stipulated time-period.

Details to be announced in Week 7

Submission deadline: Week 11, Wed 1 April, 6pm

IMPORTANT information on academic integrity and honesty

Students are reminded that the individual assignment submitted MUST be your own independent work, properly researched and referenced with APA referencing format. If you are found to have plagiarised or outsourced the assignment, you will be referred to the University’s authority for disciplinary actions taken.

Individual Presentation (10%)

Your individual presentation is graded out of 10 marks and will be based on your presentation skills during the final group presentation scheduled in Week 12 or 13. Avoid relying on scripts, cue cards or your phone during presentation.

You are assessed on the following:

✓ Articulation and clarity of speech
✓ Pace and tone
✓ Consistent eye contact with the audience
✓ ftody language
✓ Your role as a team member in a group presentation

Group Assignment (30%)

Objective

For the group project, students learn to:

• analyse market environments and changing lifestyle behaviour
• apply relevant marketing concepts to the selected company based on the industry and its challenges and opportunities

Project Requirements

There will be 8 project groups. Two groups to work on each product category.

• beverages sold in a supermarket – suggested ideas: Red tfull, Coca-cola, Yeo’s, etc
• ice cream sold in a supermarket – tfen & Jerry’s, Magnum, Wall’s, Udders, etc
• wearable technology – Apple Watch, Fitbit, Garmin, etc
• electric vehicles – tfYD, Tesla, etc

Once your group agrees on the brand to work on, check with your lecturer on the selected brand (first come, first servedtt before you commence on the group project. No 2 or more groups should be working on the same brand.

• In preparation for the group project, there will be one check point (held in Week 6tt to ensure that all groups are on track before the final presentation. Although check point presentations are not graded, students are expected to put in good effort as your deliverables will impact the final project and presentation.
• At the check point presentation, it is recommended that all students to present – treat this is a practice run.
• All students must present in the final presentation and your individual presentation is graded.

Check Point 1 (Week 6tt)

Prepare and deliver a maximum 12-minute presentation based on the following:

a) Introduction & Brand Background

briefly describe the industry that your selected brand is in. Provide a brief overview of the brand and the product category the group has selected. Scope the project to the Singapore context.

b) Situational Analysis

analyse the industry of your selected brand including: SWOT, macro-environmental factors (spotlight 3 key macro-environmental factors that affect your brand and the market it is in), the size of the market & growth rate (where possible) and 2-3 competitors based on the Singapore market.

c) Customer Segmentation

evaluate the customer segmentation for your selected brand and product category in terms of demographics, psychographics & behavioural.

d) Research Methodology

evaluate the following:

• what are the research scope and objectives?
• how will the research be conducted? In other words, determine which method(s) to adopt: online/face-to-face surveys? mystery shopping?
• as guideline, your online/face-to-face surveys should be designed such that the duration is kept to less than 10 min per respondent. Suggested sample size for surveys = 50 respondents.

Students are NOT required to conduct the market research surveys at this stage.

(* print your presentation deck: preferably coloured, 4 slides to a page, double-sided. Submit to your instructor in class on day of check point presentations. Include group members’ name on cover slide and state the student’s name on top left/right of the slides the student is presenting. STAPLE your presentation deck when submitYing to your lecturer.tt

Final Presentation (week 12 & 13tt)

All students must present. Prepare and deliver a maximum 20 minutes presentation + 10 minutes Q&A based on the following:

e) Research Findings

identify and evaluate the key findings from the primary research conducted in (d) and from secondary research.

f) Analyse the current marketing plan

(based on the 4Ps) of selected brand and product category

g) Recommendations

based on your discussion and analysis in (b) to (f), propose a marketing plan to:

• determine the issues and marketing objectives to focus on
• identify the target customers segment and justify the reasons for this selection
• recommend how the brand can address the marketing objectives and promote to its target customers (using the 4Ps as a guidett

Other Requirements

Report

• The report must address the project requirements in (att to (gtt.
• The report should be typed (1.5 line spacing, Times New Roman/Calibri 12, margin 2.5cm all round, maximum 10 pages (inclusive of in-text citations but excluding appendices and references pagestt. Ensure in-text citations and use APA referencing format. Include the names and student numbers of all group members on cover page.
• Upload the final report to the Group Project Assignment folder in Canvas in Week 12. Your group report will go through a Turnitin software that will check for plagiarism, similarity scores and AI-generated index. Students found plagiarising will be heavily penalised and/or sent for disciplinary actions. You are expected to write the report in your own words.

Presentation

• Each group has to give a maximum 20 minutes presentation + 10 minutes Q&A for their final presentation. Please adhere to the time limit as your lecturer will stop the team once it reaches the 20-minute mark. All students must present.
• Upload your slide deck in Canvas in Week 12. Include the names of all group members on cover slide. Presentations will take place in Weeks 12 and 13.
• Print your presentation deck, preferably coloured, 4 slides to a page, double-sided. Submit the hard copy to your instructor in class on day of presentations.
• State the presenter’s name on the top left/right of the slides the student is presenting. Include the names and student numbers of all group members on cover page, and STAPLE your presentation deck when submitYing to your lecturer. DO NOT edit your printed copies.

Important Advice Regarding Group Project

Peer Review

students may be required to submit a Peer Review form for the group project if there is a lack of teamwork and contributions from one or more group members.

• As with most group work, there may be differences in opinions or perceived inequitable efforts from group members. Knowing how to manage your time, workload and peers are part of the learning process. Whilst you may be group members, it is important to work together as a team.
• The group project is a concerted effort of ALL team members. It is not a collection of individual members’ attempts to a specific part/section and then combined to form the group report. Critique constructively but not criticise.
• tfe positive and open-minded to each other’s ideas and suggestions. A good team effort draw out the strengths in each other, enrich the learning process and enhance the quality of your project and presentation.