TRƯỜNG ĐẠI HỌC TÀI CHÍNH – MARKETING
KHOA MARKETING
ĐỀ THI KẾT THÚC HỌC PHẦN
Môn thi: Đo lường trong Marketing (TA)
Lớp học phần: 2511702072101 - 11
Thời gian: 8/4/2025 - 22/4/2025 - Sử dụng tài liệu: đưc /không
Họ và tên:........................................................ Mã sinh viên:...............................................
Phng thi:........................................................ S bo danh:...............................................
Assessment rationale
In a group of 5 members, based on the survey database of target customers and retailers in the Ho
Chi Minh City market, students perform the following tasks:
- Measure and evaluate the marketing metrics, based on which give recommendations on the
brand’s strategic improvement (6 points)
- Identify marketing objectives for the future and develop a necessary metrics system to
measure the performance towards each goal (4 points).
Instructions
1. Based on aggregated data from the local market survey, mearsure the metrics that determine
marketing performance of the players (or brands) in the market, including the following
contents (2 points):
a) Competition situation in the market (0.5 point)
b) Target customer responses and behaviors towards brands in the market (0.5 point)
c) Estimated retail price, price premium of each brand (0.5 point)
d) Distribution performance of each brand (0.5 point)
2. Choose a specific brand that needs improvement, describe and evaluate the effectiveness of
current marketing activities comparing to its competitors. Give good rationale for your chosen
brand (4 points)
a) The brand competitiveness in the market (1 point)
b) Target customer response towards the brand (1 point)
c) The price premium of the brand (1 point)
d) Distribution activities of the brand (1 point)
3. Identify 2-3 specific marketing objectives to be addressed for the chosen brand and give an
appropriate explanation (1 points)
4. Chose the most important marketing objective (from the previous step), give suggestions on
marketing activities, and relevant performance measurement metrics, to achieve the goal
(2 points)
MÃ ĐỀ/ĐỀ SỐ
01
HNH THC THI
Tiểu luận
Trc nghim
Thc hnh/
Vn đp
a) Identify strategic activities that the brand should do to improve its performance. (1 point)
b) Determine a measurement system of at least 03 specific metrics (KPIs) for these activities.
Give explanation for your metric system. (1 point)
Format and other requirements (1 pt)
- Report length: No more than 20 pages (excluding cover page, table of contents, bibliography,
and appendices) – numbered with Arabic numerals 1, 2, 3).
- Page numbering: Number of pages placed on the page centre footer
- Font: Times New Roman
- Font size: 12.5 (only for chapter titles: size 14)
- Line spacing: Multiple 1.15
- Sections and subsections: Before: 12 pt; After: 0 pt.
- Spacing between paragraphs: Before: 6pt; After: 0 pt.
- Paper size: A4 paper (21 x 29.7cm), 2-sided printing.
- Left margin: 3 cm; right margin: 2 cm; top margin: 3 cm; bottom margin: 2 cm.
- Reference list must follow the APA format.
Record of Plagiarism
- The record of plagiarism must not be higher than 30%.
-Hết-
DUYỆT CỦA KHOA/BỘ MÔN GIẢNG VIÊN LÀM ĐỀ
(Ký và ghi rõ họ tên) (Ký và ghi rõ họ tên)
Đã ký Đã ký
TS. Dư Thị Chung Phạm Thị Lan Phương