DMUIC

Principles of Marketing
LIPC1140

Individual Assessment Guidelines

July- September 2022

Module Organiser: Dr Shelton Giwa

Tutors: Rita Mistry

Learning Outcomes
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On successful completion of the module, students will be able to:

1. Demonstrate knowledge and understanding of the basic theoretical principles of

marketing.

2. Apply the theoretical knowledge gained to relevant business situations.

3. Present effective marketing analysis in written formats.

A major expectation of all assessments whilst at DMU/DMUIC is that students work

in the English language and generate their assignments in the English language.
Initial work should be produced in English not a second language. This means that
the use of any language generation/translation or websites is discouraged. The use
of such tools may be considered Bad Academic Practice and the consequences
outlined in the previous section will apply.

 Total assessment weighting 50%

Tasks
Choose a UK Operating Car/Automotive companies from the following list:-

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Top Automotive Trends In 2019: A
Year Of Wows And Woes
Sarwant SinghContributor
Transportation

Automotive Trends in 2019

GETTY

It’s time for our annual exercise in trendspotting.

Last year we anticipated that global vehicle sales would be challenged and
that was just what happened, with global passenger vehicle sales limping to
a marginal increase of just over 400,000 units in 2018. We had all our
chips on the unstoppable rise of mobility services and, by year end, the top
5 ride-hailing companies—Uber, Lyft, DiDi, Grab and Go-Jek—were
estimated to be worth over $230 billion. We also predicted that value added
services in automotive retail would be huge. So, on the one hand, software
technology companies made further inroads into the automotive industry
through services like usage-based insurance, new finance and leasing
services, and connected car services while, on the other, automotive
companies kept their customers engaged and satisfied through expanded
and enhanced after sales services and solutions.

A Year Of Wows And Woes

This year, I believe, will be a combination of wows and woes. Automotive

technologies will be fresh, exciting and innovative but the uncertainties
caused by Brexit, the United States-Mexico-Canada Agreement (USMCA)
and China taking its foot off the growth accelerator will threaten to throw a
spoke in the wheel. We’re likely to see the fall of an automotive giant, the
(near) extinction of a car segment that has long defined the popular vision

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of the automotive industry, a windfall for the titans of new mobility, and
much, much more technology-driven disruption.

 Internet of Things (IoT) And AI Unleash Transformation:

IoT and AI technologies will continue to revolutionize the automotive
sector, driving unprecedented transformations across vehicle and
device connectivity, autonomous driving, electric powertrains, and
shared mobility. Think of your vehicle becoming a mini-office with
your in-vehicle personal digital assistant making the driving
experience safer, more productive, and less fraught.

 China Takes A Tumble: After a decade of sales growth, the

Chinese automotive juggernaut finally stumbled, with the passenger
vehicle market declining in 2018. Expect a slowing economy, the
growing uptake of shared mobility modes, the continued popularity
of public transportation, and an increasingly saturated SUV market
to clip the wings of the Chinese dragon.

 Ride-hailing IPOs Go Supersize: Expect some mega blockbuster

ride-hailing IPOs in 2019. Among the big names set to hit the public
market are Uber, Lyft and DiDi, with valuations beating those of well-
established car companies who have been building cars for over 75
years.
PROMOTED

 The Future Of Mobility Is Multimodal: Public private

partnerships, reinforced by Big Data and data analytics, will power
resource-efficient, flexible and on-demand multimodal mobility
solutions. This will dovetail with new policy initiatives aimed at
promoting streamlined and sustainable urban transportation. At the
same time, expect more white label journey planning apps for B2B
and travellers.

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  A Connected Environment With Features On Demand: A
connected vehicle ecosystem is closer than we imagine. From
powertrains and advanced driver assistance systems to connected
services and smart interiors, cars are becoming more connected both
internally and externally. Business models—ranging from freemium
where connected features are offered either as a demo, charged one
off or are subscription based to short and long term subscriptions
with one time, monthly and yearly payment models—will evolve to
keeping pace with this highly networked and connected environment.
Just check out Audi’s new eTron launch strategy of offering an
à lacarte menu of options where you can buy connected car features
on demand.

 The Vehicle As Marketplace: Bask in your own little (automotive)

marketplace. From the comfort of your car, access a whole host of on-
demand contextual services ranging from fuel and parking, food
ordering and payments, restaurant reservations, hotel bookings,
navigation, alerts on offers from your preferred dealership and
information on connected brands and valuable offers.

 Autonomous Shuttles And Taxis Zoom Closer To Reality:

Forget all those sci fi films. The day is not far when you’ll be hopping
into an autonomous shuttle or a self-flying taxi in the real world. Car
manufacturers, mobility service providers and autonomous
technology companies are furiously pushing to be the first to debut
their vision of autonomous shared transportation.

But before that, watch out for the convergence of connected, autonomous,
safety and electric technologies as they create three critical platforms—
electric, digital, and electronic—that will form the building blocks for
autonomous vehicle development. Amidst widespread change in vehicle
systems and architecture, get ready for improved diagnostics and vehicle

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health monitoring, streamlined electrical power systems, redundant
braking and steering systems, enhanced ease of use, better human machine
interface (HMI) and infotainment features, superior cybersecurity modules
and the growing redundancy of electronic control units (ECUs).

 Electric Vehicles Are Charged And Ready To Go: More than

270 ambitious start-ups are revving up the electric vehicle (EV)
industry. Stricter emissions regulations will be accompanied by a
flurry of new model launches. Tesla better scramble because on the
anvil are more than 43 confirmed model launches—25 battery EVs
(BEVs) and 18 plug-in hybrid EVs (PHEVs)—in 2019. Gear up for
electric mobility options to become more pervasive in ride-sharing
and micro-mobility solutions. Global xEV sales are expected to grow
38% over 2018 to reach 6.67 million units.

Despite growth in EV and hybrid vehicles, don’t count out petrol

powertrains just yet. Advances in petrol engine technology will further
affect already beleaguered diesel powertrains but will facilitate the
transition to alternative fuels.

And finally, charging technologies will make a quick dash to catch up with
advances in EV technologies. While BEVs will move toward 350kW+ DC
charging, PHEVs will start 50kW+ DC charging. As Combined Charging
System (CCS+) technology becomes standard, fast charging EV charging
stations will become as convenient to use as your local gas station.

 Vehicle Subscription Services Are Here To Stay: Thanks to

millennials and Gen Zers who are expected to emerge as their biggest
customers, and the rising preference for access to, rather than
ownership of, a vehicle, subscription services are ready to explode.
Over 16.3 million new and used vehicles are expected to be part of the
vehicle subscription universe by 2025.

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  Gen Zers Become The Key Influencers: As Gen Z comes into its
own, OEMs will depart from conventional vehicle features, design
and capabilities to embrace a new, Gen Z inflected idiom that meets
their unique demands.

Automakers Scramble To Deal With Fallout Of Trade Deals

The automotive industry will need to brace for a rough ride in 2019. New
vehicle sales in emerging markets like Thailand, Turkey and Slovakia are
projected to decline slightly this year due to rising vehicle costs, and
cannibalization by public transportation and new mobility alternatives.
This will be offset by marginal growth in new car sales in other emerging
markets such as India, Brazil and Mexico.

Overall, Latin America will be the savior on wheels, pushed principally by a

resurgent Brazil. Strong GDP growth, solid sales, particularly in the SUV
segment, and policy impetus through ‘Rota 2030’, a growth and
modernization strategy targeting the country’s automotive sector, are set to
make 2019 a standout year for the Brazilian automotive industry.

In less uplifting news, Brexit, USMCA and the US-China trade war will
continue to cast dark shadows on the automotive industry. New vehicle
production and sales are expected to experience setbacks. As the industry
tries to ride out this difficult year, expect to see more alliances between
automakers and attractive after sales offerings to lure consumers.

This article is based on research and analysis from a soon to be

released Frost & Sullivan study: Global Automotive Outlook,
2019.

Source: Forbes (2019)

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Assessment Details

Using the supporting materials provided (see also Mintel Report, 2020) Blackboard
under Assessment), as guidance, and other reliable and academic sources complete
the following: -
1. A PRESTCOM analysis on the sector.

2. Evaluate the current marketing environment for your chosen retailer (E.g.

Internet based vs. actual store sales, information from recent UK sales

(current and future projections), footfall & consumer confidence.

3. A SWOT analysis

4. Analyse three factors from your PRESTCOM/SWOT analysis which, in your

opinion, are the most significant. Make recommendations to the Marketing

Director for future marketing plans.

Writing Guidelines

 Text formatting: - Arial 12, double line spacing.

 Word limit: - 2000 (+/- 10%) suggested.
 Submission: - Via Turnitin (Blackboard)
 Submission date:- Monday 8th August 2022 before 09.00 (week 6) via Turnitin

If you require an extension of the deadline for some assessment components for up
to 14 days please speak to the DMUIC Reception at least 24 hours before the
assessment is due to take place. You will be given a form to complete in order to
request an extension. Please note that completion of this form does not guarantee
that an extension will be granted, just that it will be considered. You will know that
an extension has been granted when the form is returned to you with a new deadline
for the assessment, signed by the College Director.
Examples of valid reasons for an extension include confirmed extended periods of
illness or recent authorised absence from the college.

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Unauthorised Late Submission of Work

Late submission up to 14 The work will receive a mark up to

actual days after the a maximum of 40%
submission date

More than 14 days after the 0%

submission date

The definition of ‘late’ will be after 9.00 a.m. to Blackboard for electronic copy.

Plagiarism and Related Academic Offences

Please refer to your programme handbook for specific details regarding plagiarism
and bad academic practice.

Please be Aware:

• You have been warned in the Module Handbook, and in the Regulations, so
explaining that your plagiarism was accidental or that you hadn’t been told it was
wrong will not be a valid excuse.
• Plagiarism is an academic offence. You will be referred to the Academic Practice
Officer (APO) if we suspect or find evidence of any of the above offences. There will
be a full investigation which will delay the release of your marks.
• Your assignment will not pass if it contains material which has simply been
paraphrased or plagiarised from the learning notes or other electronic or printed
material.
• You must not ‘cut and paste’ or copy from any on-line or any hard copy sources.
• The use of only the citation or abstract of an article is not acceptable.
• You may be expelled from the University for an offence of these types
• Please see the University Guidelines on Plagiarism and Bad Academic Practice for
more information on what is acceptable and what is not.

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Mark Scheme (100%)

Criteria Marks

Research: 25
Evidence of research
Good quality sources
Required range of sources
Analytical Approach:
Arguments are justified through use of supporting evidence 30
Evidence is analysed
Appropriate recommendations supported by evidence
Student Writing & Application:
Use of own words and style of writing; use of quotations is not 25
excessive
Critical approach: stands of evidence are compared, contrasted
and questioned
Structure:
Essay Format 10

There is a sequential logic and clear structure to the assignment

Referencing: 5
Correct use of Harvard conventions (in-text citations,
reference list, cross-references)
General presentation: 5
Front cover
Spelling, punctuation and grammar
Correct use of paragraphing
Text formatting (line spacing, font size, word count, fully justified
text)
Total 100

Assessors

Shelton Giwa and Rita Mistry

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