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UNIVERSITI KUALA LUMPUR

BUSINESS SCHOOL
Name of Course
Course Code
Lecturer
Semester / Year
Date
Assessment
Weightage
Front Page

MARKETING STRATEGY
EDB 20503
MUHAMMAD ASYRAF HASIM
JANUARY 2016 (1/2016)
4 MARCH 2016
INDIVIDUAL ASSIGNMENT
15%
M30 (Blue) M40 (Green) M50 (Yellow)

ASSIGNMENT 1 ADIDAS CASE STUDY (15%)

PLANNING EFFECTIVE MARKETING STRATEGIES FOR A TARGET AUDIENCE

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Answer the following questions:

1. Describe the elements that make up the marketing mix.
2. Explain the term sponsorship. Name a sponsorship deal that you think was effective. Explain your
answer.
3. Analyze the importance of using both above-the-line and below-the-line promotion for an
effective marketing campaign.
4. Evaluate the effectiveness of Adidas use of social media in its Take the Stage campaign.
5. Do you think Adidas should change its current marketing strategies? Justify your answer.
Provide your answers with the following submission requirements:
No less than 10 pages (excluding cover page)
Times New Roman
1.5 Spacing, Justify
Provide graphics and images wherever necessary
Due: 18 March 2016 (FRIDAY)
Submit through my pigeon hole at Level 15 NOT on my desk
** This is an individual assignment. This assignment contributes 15% of overall course assessment. Citations and
references of original works must use Harvard referencing style. ALL original work, PLAGIARISM will NOT be
tolerated.

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*Please print the table below and attach (staple) it at the front cover page of your report

Question 1
Question 2
Question 3
Question 4
Question 5
Aesthetic

TOTAL

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/ 15
/ 20
/ 25
/ 25
/5

/ 100