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)

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