HI5004 Marketing Management T1 2020 Group Report

HI5004 Marketing Management T1 2020
Trimester 1 2020   
Group Report
Assessment Title Group assignment - Semester-Long Marketing Plan Project   
Holmes Institute

Purpose of the assessment (with ULO Mapping)

This assignment requires your group to undertake the process of analysing one product/service and its operating environments from a marketing perspective. And then apply the learning from lecture 1-11 in the development of marketing strategy. You will provide an overview of this product/service, as well as detail the type of orientation towards marketing it takes. You are also required to examine and analyse the context and environments in which this product/service operates (its industry and the macro-environmental forces impacting on the industry).

The following is an outline of this process:

Week Topics Requirement

Note

1

Marketing for the New Realities

2

Marketing Strategies and Plans

Groups need to be set up and informed to the lecturers

3

Marketing Research

Groups need to be set up and informed to the lecturers

4

Consumer behaviour

Groups need to be set up and informed to the lecturers

5

Identifying Market Segments and Targets

Groups need to be set up and informed to the lecturers.

Lecturer will set up group shells on BB in week 5.

6

Brand Positioning and Brand Equity

The first task: the first report Weight: 20% = 20 marks.

Requirement:

For the report: Students need to provide all of these information below:

Identify product or service they want to select. It has to be new product/service.

- Competitive information - Environmental scanning.

- Demand forecasted

- Specific market segmentation, targeting, and positioning statements

- 5 academic references need to be used

7

Product strategy

8

Pricing strategies and programs

9

Integrated marketing channels and distribution system

10

Integrated Marketing Communications –

Part 1

Designing and managing integrated marketing communication

11

Integrated Marketing Communications –

Part 2

Managing Mass Communications

The Second task: Second report Weight: 20% = 20 marks.

Word count: 2500 words (+/- 10%) for the report Due date: 5pm Friday Week 11 for the report.

Requirement:

The report analysis:

- Product or service’s brand positioning

- Who are the market leaders for their chosen product or service? What niche have they identified for their product/service? Is their product or service going to be a leader, follower, or challenger to well-established products or brands?

- Consumer-adoption process for their new product. How will the consumer learn about their new product and how quickly will they adopt it? Will the product be

-

targeted to the heavy users and early adopters first, then early and late majorities? What is their estimated time for full adoption?

- Pricing strategy decisions for their product/service. Students have addressed all or most of the material concerning pricing covered in week 8.

- Students should be directed to turn in their retailing, wholesaling, and logistical marketing plans. Those students who are acting in the role of providing a new “service” should include here their plans for locations, hours of operations, and how their “service” plans on managing demand and capacity issues.

- The integrated marketing communications matrix.

- All the possible communication media (for example, students will tend to concentrate their media on television or on the Internet and include other forms such as personal selling and radio).

- 5 academic references need to be used

12

Revision

How to do group assignment – Instruction

Group tools

Your instructor chooses which communication and collaboration tools are available to your group. If you want to use a tool but don't find on your group's page, ask your instructor to enable it.

Tool

Description

File Exchange

Group members and instructors can share files in this area. All members can add and delete files, regardless of who added them.

Group Blog

In the group area, all members of a group can create entries for the same blog and build on each entry. All course members can read and comment on a group blog, but they can't make posts unless they are members of the group. Instructors can choose to grade group blogs. All group members receive the same grade.

Group Journal

In the group area, all members of a group can view each other's entries. Only group members and instructors can view a group journal. Instructors can choose to grade group journals. All group members receive the same grade.

Send Email

Group members can email individual members or the entire group.

Group Blog

All the group members can discuss about the assignment by using Group Blog. Once you are allocated in a group, you can see this function.

Group > Group Tools > Group Blog > Create Blog Entry

First Group Report Rubric

Evaluation Criteria

Fail

Pass

Credit

Distinction

High Distinction

Introduction about product/service

2 marks

0

0.5-1

1.25-1.5

1.5-1.75

1.75-2

Introduction about product/service

No information about product/service

Limited information about product/service

Some information about product/service

Clear introduction about product/service

Clear explanation about the motives behind developing your own product/service Clear introduction about product/service

Analysis of requirement 1

4 marks

Fail

0-1

Pass

1.5-2

Credit

2-2.5

Distinction

3-3.5

High Distinction

3.75-4

Competitive information

No information about competitors

Limited information about competitors

Some information about competitors

Clear explanation and discussion about competitors

Clear discussion about direct and indirect competitors. Also provide some discussion about competitive theory

Analysis of requirement 2

4 marks

Fail

0-1

Pass

1.5-2

Credit

2-2.5

Distinction

3-3.5

High Distinction

3.75-4

Environmental scanning

No information about environmental scanning (PESTEL or

SWOT)

Limited information about environmental scanning (PESTEL or SWOT)

Provide some discussion about PESTEL analysis or

SWOT

Provide full discussion about PESTEL analysis or SWOT.

Provide full discussion about PESTEL analysis or SWOT. Provide some strategies that help the company deal with Threats and

Weaknesses and negative impacts from external environment

Analysis of requirement 3

2 marks

Fail 0-0.5

Pass

0.5-1

Credit

1-1.25

Distinction

1.25-1.5

High Distinction

1.5-2

Demand forecasted

No information about demand forecasted

Limited information about demand forecasted

Provide some discussion about demand forecasted: some models of demand forecasted are provided but could not link them with the product/service selected

Provide clear explanation about demand forecasted. Provide some data about consumption

trend

Provide reasonable reasons why customers are interested in the product/service. Provide consumption trends to predict the future demand for the product/service of their choice

Analysis of requirement 4

5.5 marks

Fail 0-1.75

Pass

1.75-2.75

Credit

3-3.5

Distinction

4-4.5

High Distinction

5-5.5

Specific market segmentation, targeting, and positioning statements

No information about market segmentation, targeting, and positioning statements

Limited information about market segmentation, targeting, and positioning statements. For example: only provide the market segmentation theory rather than focusing on their product/service’s target customer.

Provide market segmentation, targeting, and positioning statements.

However, don’t provide the evidence for their choice

Provide market segmentation, targeting, and positioning statements with clear explanation for their choice

Provide market segmentation, targeting, and positioning statements. Provide clear explanation and the link between theories and their choice

Style and referencing

2 marks

Fail 0-0.5

Pass

0.5-1

Credit

1.25

Distinction

1.5-1.75

High Distinction

2

Professional Report Formatting,

Structure and approach

Poorly presented, no apparent structure and/or confused writing style

Limited attempt at formatting, Well structured, clear writing style

Page numbering, front cover, bibliography with some attempt at formatting. Well structured, focus

Good attempt at report formatting incorporating all elements at credits level. Clear focus, structure and style

Excellent attempt at formatting report. Focus clear and justified, structure and style used to

explicit and clear, style appropriate

used to emphasise discussion

emphasise argument and discussion

Referencing: appropriate references and citations, style

Referencing is unclear.

At least 3 relevant references. Referencing mostly clear but inconsistent.

At least 5 relevant references given, mainly drawn from provided sources

e.g lectures. Clear systematic referencing of all sources..

At least 7 relevant references including at least 5 from own research including page no’s for all

articles

Bibliography includes at least 10 relevant references from good sources i.e. journals rather than popular computing press. Very clearly presented.

Total (out of 20)

Second Group Report Rubric

Evaluation Criteria

Fail

Pass

Credit

Distinction

High Distinction

Analysis of requirement 1

1 mark

0

0.25

0.5

0.75

1

Product or service’s

brand positioning

No information about brand positioning

Limited information about brand

positioning

Some information about brand

positioning

Clear explanation and discussion about brand positioning

Clear discussion about brand positioning

Also provide some discussion brand

positioning theory

Analysis of requirement 2

2 marks

Fail

0

Pass

0.5

Credit

1

Distinction

1.5

High Distinction

1.75-2

Who are the market leaders for their chosen product or service? What niche have they identified for their product/service? Is their product or service going to be a leader, follower, or challenger to

Do not address any question

Limited information about how they want to identify the market

Provide some discussion about their market strategy

Provide full discussion about their market strategy

Provide full discussion about their market strategy. Provide clear justification about their choice

well-established products or brands?

Analysis of requirement 3

2 marks

Fail

0

Pass

0.5

Credit

1

Distinction

1.5

High Distinction

1.75-2

Consumer-adoption process for their new product. How will the consumer learn about their new product and how quickly will they adopt it? Will the product be targeted to the heavy users and early adopters first, then early and late majorities? What is their estimated time for full adoption?

Do not address any question

Limited discussion about consumer – adoption process

Provide some discussion about consumer – adoption process.

Provide clear explanation about consumer – adoption process. Provide some explanation about how they target the customer

Provide clear explanation about consumer – adoption process. Identify and clear explain about the

product will be target to whom

Analysis of requirement 4

2 marks

Fail

0

Pass

0.5

Credit

1

Distinction

1.5

High Distinction

1.75-2

Pricing strategy decisions for their

No information Price strategy

Limited information price strategy

Identify the price strategy but do not

Provide the price strategy with some

Provide the price strategy with full

product/service.

Students have addressed all or most of the material concerning pricing covered in week

8.

provide the justification

discussion about their choice

justification about their choice

Analysis of requirement 5

2 marks

Fail

0

Pass

0.5

Credit

1

Distinction

1.5

High Distinction

1.75-2

Students should be directed to turn in their retailing, wholesaling, and logistical marketing plans. Those students who are acting in the role of providing a new

“service” should include here their plans for locations, hours of operations, and how their “service” plans on managing demand and capacity issues.

No information about distribution system

Limited information about distribution system

Answer all the requirement without explanation

Answer all the requirement with brief explanation about their choice

Answer all the requirement with full explanation about their choice

Analysis of requirement 6

4 marks

0

1-2

2-3

3-3.5

4

The integrated marketing communications matrix.

No information about integrated marking communications matrix

Limited information about integrated marking communications matrix

Provide the integrated marking communications matrix with some

explanation

Clear explanation and discussion about integrated marking communications matrix

Clear explanation and discussion about integrated marking communications matrix Provide good

justification about all the tools that they select

Analysis of requirement 7

4 marks

Fail

0

Pass

1-2

Credit

2-3

Distinction

3-3.5

High Distinction

4

All the possible communication media (for example, students will tend to concentrate their media on television or on the Internet and include other forms such as personal selling and radio).

No information about communication media

Limited information about communication media

Provide the selection of communication media with some

explanation

Clear explanation and discussion about communication media

Clear explanation and discussion about communication media Provide good

justification about all the media channel that they select

Style and referencing

3 marks

Fail

0

Pass

1

Credit

1.5

Distinction

2

High Distinction

3

Referencing: appropriate references and citations, style

Referencing is unclear.

At least 3 relevant references. Referencing mostly clear but inconsistent.

At least 5 relevant references given, mainly drawn from provided sources e.g lectures. Clear systematic referencing of all sources..

At least 7 relevant references including at least 5 from own research including page no’s for all articles

Bibliography includes at least 10 relevant references from good sources i.e. journals rather than popular computing press. Very clearly presented.

Total (out of 20)