marketing

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MRKT20052

Marketing Management and Digital Communications

Term 1 2018

Assessment 1: Presentation

Due date and time: Week 6: 16th April (Monday); 11:55 AEST

Weight: 20%

This assessment task requires you to conduct a situational analysis that consists of a

comprehensive external and internal analysis for a new product or service from the pre-

determined list (see below). This assessment sets the foundations for assessment 2. You are

required to prepare a 5 minute PowerPoint presentation that includes a maximum of 10 slides

(including title and reference slides). Your presentation should at least show an application of

all marketing concepts, theories, tools and models discussed in the unit until week 5 to that

new product.

Product/service Weblink

Nexba Beverages https://startups.venturecrowd.com.au/deal/detail/nexba_seriesaextension

Ingogo https://www.ingogo.com.au/

SpacetoCo https://www.spacetoco.com/

Fingerschinder https://www.kickstarter.com/projects/fingerschinder/fingerschinder-r2

Assessments 1 and 2 are related and you will be required to develop a marketing plan for the

same product or service in Assessment 2. Assessment 1 is in fact the first part of writing up a

marketing plan and Assessment 2 is the second part. You can use the example given on pages

69-73 on the textbook as a guide. However, you are highly recommended to check other

sources for examples of marketing plans as the one in the textbook is not the best one. There

will be additional information provided in unit’s Moodle page. The preparation for this

presentation involves extensive research and you will need to start working on this

assessment as early as possible. The PowerPoint slides will need to be uploaded in Moodle

under the “Assessment 1” submission link as a .ppt or .pptx file. A font size of at least 20

should be used for the body of the text.

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For students located at the local campuses: This assessment will be a team effort. Your

campus lecturer will help organise you in a team of 3 members by Week 3. The objectives of

the team-based assessment are to enable you to develop your communication and

interpersonal skills, achieve cross-cultural understanding, strengthen your critical and rational

thinking abilities and learning and enjoy different perspectives on the same topic. You are to

select a team leader for your group who will communicate with the local lecturer. The team

leader will be responsible for submitting the presentation to Moodle.

As a team player, you are expected to do all preparatory work before meetings, attend all

meetings arranged in conjunction with team members by the team leader whether it is online,

on the phone or in class, contribute significantly to the group work and diligently complete

any work assigned to you. ONLY the team leader will upload your final assignment in

Moodle by week 6 deadline. The team will present their work to their campus tutor and

fellow students at a time specified by your lecturer for not more than 5 minutes for each

group, usually in the tutorial of Week 6 (and Week 7 if necessary). Your assessment will be

marked both on the quality of the presentation as well as the content. Your campus lecturer

will mark your presentation which will be moderated by the Unit Co-ordinators. Team

members will report students who did not contribute in an effective way to the assignment

work to the campus lecturer. Therefore, each team member may not achieve the same mark

for this assignment. Students who did not belong to a group will get 0 marks. Your campus

lecturer will provide you with immediate feedback on how the content can be improved but

will not disclose marks until the return date for assignments. Feedback on your presentation

will allow you to know if you are on track for the next assessment.

For distance education (Flex) students: You can either complete this assessment

individually or in a group (not more than 3 members). You can use the Moodle forum to find

group members. Please inform the Unit Co-ordinators (please email both the unit

coodinators) of your group membership by the end of Week 3. For this assessment you are

required to prepare PowerPoint slides with voiceover (5 minute maximum). Only one person

from the group is required to submit the presentation in Moodle. You do not need to read the

in-text referencing or references at the end of the slides in your recording. You should use a

headset with microphone preferably or speak loudly if you use the inbuilt microphone on

your laptop/computer. Please make sure your voice is clear, can be heard and understood

when playing the PowerPoint slides before you upload your work into Moodle as a .ppt

or .pptx file. For hints on how to convert a PowerPoint slide to a presentation with voice over,

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please view the link. Adding Voice Over to PowerPoint Presentations in 5 Easy

Steps: http://www.emergingedtech.com/2012/12/add-voice-over-to-powerpoint-

presentations-in-5-easy-steps/

Assessment Criteria

Title slide (1 mark): includes students’ names, ID numbers, unit code and unit name,

campus, term and year, the title of the assessment task, and names of the unit coordinator or

lecturer/tutor.

Background information of the company and product/service (3 marks): includes aims

of the assessment, background information of the company and the product or service chosen.

Specifically, you will be assessed on the following aspects:

a) Organisation analysis – what does it stand for?

b) Industry definition

Situation analysis (5 marks): includes a description of the potential customers (i.e. market

size, buying behaviour, etc.), analysis of the competitors and evaluation of the context (i.e.

environmental analysis including political, economic, societal, technological and legal

aspects). Specifically, you will be assessed on the following aspects:

a) Macro force analysis

b) Customer analysis

c) Competitor analysis

d) Other stakeholder analysis

e) SWOT analysis

f) Problem and opportunity statement

Conclusion and reference (3 marks): includes an effective summary of the key points of the

presentation. Referencing should follow the APA style.

Evidence of research (5 marks): The quality and integration of research in the presentation

to support key points. This should include theoretical and empirical research findings from a

combination of at least 10 (ten) academic journals and textbooks. Any website that is used to

find statistical information is also considered as part of evidence of research but not part of

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academic journal or textbooks. Useful websites include Australian Bureau of Statistics,

Austrade, CIA Factbook, Doing Business and any state or commonwealth authority websites.

Presentation quality including voiceover (3 marks): Good PowerPoint presentation with

clear voiceover. You could be penalised for having small fonts (recommended font size is 20

or larger). Specifically, you will be assessed on the following aspects:

a) Quality of visual aides

b) Confidence

c) Simply reading off the slides is not acceptable

d) Time management

e) Clarity of speech and use of pitch, tone and inflection

Assessment 2: Marketing Plan

Due date and time: Week 10: 18th May (Friday); 11:55 AEST

Weight: 40%

Task Description

Assessment 2 requires students to work individually on their selected new product or service

(from assessment 1) to create a comprehensive strategic marketing plan. This is an individual

assessment with a maximum word limit of 2500. Your assessment should be an application of

relevant marketing concepts learnt in the unit. There is no need to go into details about

explaining marketing concepts, rather it should be an applied discussion. Please upload the

assessment through the appropriate Moodle link by week 10 (18th May; 11:55PM AEST).

Each assessment must be uploaded as a .doc or .docx file (word file).

Any assessment with a ‘Turnitin’ similarity score of more than 25% will be checked by the

marker for plagiarism although it may not necessarily mean that you have plagiarised. If there

is a substantial similarity score in the ‘Turnitin’ report, your assessment could be forwarded

to an appropriate office/authority.

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Assessment Criteria

Title page, table of contents, executive summary and introduction (3 marks): – includes

a title page, table of contents and executive summary that are professionally written and

organized. The executive summary contains the key points of the whole report in 3-5

paragraphs written in single page. Introduction section should provide background

information of the product or service chosen in assessment 1. You can summarize the key

information from assessment 1 in the introduction section. Specifically, you will be assessed

on the following aspects:

a) Executive summary

b) Introduction

c) Situation analysis recap

Discussion of the segmentation, targeting and positioning approach (10 marks): a

discussion on the potential customer segments for your product or service and which one(s)

you wish to target with good justifications. Also, discuss the desired positioning for the

product or service. Develop a clear positioning statement. Specifically, you will be assessed

on the following aspects:

a) Problem statement

b) Discussion of potential market segment

c) Discussion of target market and positioning

Set 3 marketing and 3 financial objectives (3 marks): provide realistic marketing and

financial objectives. Specifically, you will be assessed on the following aspects:

a) Marketing objectives and goals

b) Financial objectives and goals

Formulation of a detailed marketing mix strategy (10 marks): should cover specifics of

the product, price, promotion and place aspects. Specifically, you will be assessed on the

following aspects:

a) Marketing mix – how are they to be applied?

b) Marketing strategy proposed implementation

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Budget allocation for promotion mix (3 marks): should provide the media and budget

allocation for each of the promotional mix elements and mapped against the objectives of the

promotional mix elements. Put special emphasis on digital communications strategies.

Conclusion and reference (3 marks): includes a summary of the key points of the

presentation. Provide a list of at least 15 (fifteen) citations and references of some published

academic and research papers, textbooks and authentic Web sources. Referencing should

follow the APA style.

Evidence of research (6 marks): The quality and integration of research in the writeup to

support key points. This should include theoretical and empirical research findings from a

combination of academic journals and textbooks. Any website which is used to find statistical

information is also considered as part of evidence of research but not part of academic journal

or textbooks. Useful websites include Australian Bureau of Statistics, Austrade, CIA

Factbook, Doing Business and any state or commonwealth authority websites.

Mechanics (2 marks): Use of headings, sub headings, cohesion of paragraphs were of high

quality. Grammar, spelling and punctuation are of exceptional standard.

Penalties apply for exceeding word limit (1% mark will be deducted from the total mark for

Assessment 2 for every 100 words over the allowed 2500 (+ 10%) words limit).

Note: Detailed marking rubrics will be made available on Moodle.