Marketing Management

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NMIMS Global Access- Marketing Management

School for Continuing Education (NGA-SCE)

Course: Marketing Management

Internal Assignment Applicable for June 2023 Examination

Assignment Marks: 30


  • All Questions carry equal marks.
  • All Questions are compulsory
  • All answers to be explained in not more than 1000 words for question 1 and 2 and for question 3 in not more than 500 words for each subsection. Use relevant examples, illustrations as far as possible.
  • All answers to be written individually. Discussion and group work is not advisable.
  • Students are free to refer to any books/reference material/website/internet for attempting their assignments, but are not allowed to copy the matter as it is from the source of reference.
  • Students should write the assignment in their own words. Copying of assignments from other students is not allowed.
  • Students should follow the following parameter for answering the assignment questions.

For Theoretical Answer

Assessment Parameter Weightage
Introduction 20%
Concepts and Application 60%
related to the question
Conclusion 20%

For Numerical Answer

Assessment Parameter Weightage
Understanding and usage 20%
of the formula
Procedure / Steps 60%
Correct Answer & 20%

Q.1 Tata Motors is all set to launch its electric car Tata CURVV. It has decided a price range of approx. ₹15.00 – ₹ 20.00 Lakh with an automatic transmission. Based on the above information, as a marketing consultant, suggest a suitable segmentation plan for the newly launched brand (suggest a suitable type of segmentation with appropriate justification). Based on the type of segmentation, suggest an appropriate Positioning strategy with

justification. (10marks)


NMIMS Global Access

School for Continuing Education (NGA-SCE)

Course: Marketing Management

Internal Assignment Applicable for June 2023 Examination

Q.2 Your friend is planning to purchase a laptop for routine usage & is seeking your guidance for the same. Practically guide him through the steps of consumer buyer decision

making process. (10marks)

Q.3 Read the case & answer the questions based on the case:

Aahar fast food is a very popular evening/late night joint targeting young students, young couple, and even family. It serves delicious food & customers have always appreciated their service too. It has its presence in the market since last 10 years in Mumbai & are planning a Pan-India launch. As a consultant help them with the following:

  1. Recommend an advertising strategy for the launch focusing on appropriate message decisions & specific media vehicles (combination of media vehicles is expected

including social media). (5marks)

  1. Suggest at least two sales promotional tools at consumer-level for the new launch

with appropriate justification. (5marks)




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