Exam Paper and Answer Book with Instructions for Remote Assessment Candidates
Read this document fully and carefully. It contains important information on how to complete your exam and how to submit it correctly. Contact details are provided if you have queries with the exam or technical problems when trying to submit it.
The exam questions start here.
Student and Assessment Details
Student ID Number: (replace this text with your student number)
Department: Department of Management
Module Title: Principles of Marketing (Undergraduate)
Module Code: BUMN144H4
Credit Value: 15 credits
Instructions for candidates
1. Student ID Number
Please complete page 1 of this document with your student ID number. Read all the following instructions carefully before starting the assessment.
2. Assessment Format
This is an open book assessment which can be submitted at any time within the permitted 48 hours assessment window. The examiners will be expecting answers similar to those produced under examination conditions, not long essays. Full references and bibliographies are not therefore expected, unless specified in the assessment instructions. Please use in-text citations to indicate source material where appropriate.
3. Academic Integrity Statement for Remote Assessments
By submitting this assessment you confirm that this is your original work and that you have not enlisted the help of others at any point. You understand that this assessment is undertaken without invigilation, and that you have not communicated with anyone concerning this assessment before the deadline for submission. Deliberate academic misconduct is taken very seriously by the Department and may lead to severe penalties. Please refer to our Assessment Offence policy for further information.
4. Word Limit
The word limit is 700 words per question.
5. Assessment Window
This assessment was released at 10 AM on Monday, 21st March 2022. The window for completion of this assessment is 48 hours. The assessment is expected to take 2-3 hours (or more if identified in a Study Support Plan).
6. Deadline
The deadline for submission of this assessment is 10 AM on Wednesday, 23rd March Month 2022.
Assessment Questions
Assessment Instructions
• Answer 3 questions only
• The total number of questions is 5
• All questions carry equal marks
• Cross through/delete any material you do not wish to be considered
• No credit will be given for additional questions attempted
Please note that you should not use Studiosity or contact the learning development tutors for the completion of this assessment.
Questions attempted (please indicate by adding “X” in the relevant boxes):
Q1
Q2
Q3
Q4
Q5
Questions
1. Soho House, a group of private members’ clubs around the world, is considering setting up a luxury restaurant in London. Soho House members will get a 10% discount on their bill and non-members will pay full price. Drawing on a Porter’s 5 Forces analysis evaluate whether this is an attractive industry to enter.
2. Ride5, the manufacturer of a new rental electric scooter (e-scooter), promises to offer the most e-scooters in London, so that subscribers can find an e-scooter in any location in zone 2 within 5 minutes. Using different bases of segmentation, identify two possible market segments for Ride5. Select one of these segments as the target market and develop an appropriate positioning for Ride5 to compete against existing operators in the market, like Dott, Lime and TIER.
3. Imagine how hotels are likely to evolve in the next 10 years. Using relevant examples, discuss the different product levels of a luxury hotel, which is to be launched in London in 2032.
4. Veganuary, a non-profit organization that encourages people around the world to try a vegan diet for January, wants to launch a new promotional campaign in December 2022 to encourage more people to sign-up for the 31-day vegan January 2023 (Veganuary 2023) challenge. Focusing on a target audience of your choice, discuss how you would enhance awareness of the Veganuary 2023 challenge and stimulate a strong, positive and unique image for Veganuary. Illustrate your answer with relevant examples.
5. Compare and contrast how Burberry’s and H&M’s different pricing relate to supply and demand, costs, perceptions of value and competition.
Start your answers here. Please ensure to label your answers clearly for marking clarity (ie Question 1, Question 2…)
