27 September 2024 11.59 pm (Melb / Sydney time) This assignment requires your group to undertake the process of analysing ONE product or service and its operating environments from a marketing perspective. And then apply the learning from lecture 1-10 in the development of a marketing strategy. Your group will provide an overview of this product or service, as well as detail the type of orientation towards marketing that is necessary. Your group 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). Aligned Unit learning outcomes: 1, 2, 3 include: 1. Discover, analyse and evaluate social, economic, political, and technological trends both in particular countries and across the globe, 2. Analyse and evaluate trends to assess how these trends may impact on business in general or on a specific organization, and 3. Apply research skills to assist clients to evaluate social, economic, political, and technological trends. Academic Integrity InformationAssessment Details and Submission Guidelines Trimester T2 2024 Unit Code HI5004 Unit Title Marketing Management Assessment Type Group Assignment Due Date + time: Purpose of the assessment (with ULO Mapping) Weight 40 % Total Marks 40 marks Word limit 2000 words Submission Guidelines Holmes Institute is committed to ensuring and upholding academic integrity. All assessments must comply with academic integrity guidelines. Please learn about academic integrity and consult your teachers with any questions. Violating academic integrity is serious and punishable by penalties that range from deduction of marks, failure of the assessment task or unit involved, suspension of course enrolment, or cancellation of course enrolment. Penalties
Group Assignment Guidelines and Specifications
Group Assessment Writing Process
An effective way to help students learn about marketing management is through the development of an actual marketing plan for a specific product or service. This group assignment is designed to help you accomplish such a task.
Students will self-enrol in a group of (4) four. Please see instructions to join a group on Blackboard.
Each group will decide on which product or service they wish to explore. It has to be an innovative product or service which has been in the market for a maximum of (2) two years. You can discuss with your tutor about the product/service that you want to select.
Step 1. Decide on a specific product or service
Step 2.Research and write up your assignment, starting with the official Cover Page, using the following structure
1. Name of product or service – be specific.
2. Brief introduction of the benefits to be derived from the use of this product or service.
3. Identification of two main competitors – include a ‘Positioning Grid’.
4. Identify the ‘Target Market’ for your product or service – state clearly and specifically.
5. Segmentation analysis – indicate how your target market is justified by an analysis of the segmentation variables.
6. Construct a ‘Positioning Statement’ – ensure this has been correctly constructed
7. Product Policy – explain the core, actual, and augmented product and its function, features and benefits. For services, elaborate on aspects of tangibility, production and consumption.
8. Pricing Policy – identify the method that has been, or should be, used to create the price point(s) and what variations could be available to the customer.
9. Promotion Policy - include the ‘integrated marketing communications mix’by considering the relevant media. Students often tend to concentrate on social media. Note you are required to consider at least two other forms as well.
10. Distribution Policy – explain how the product or service will be available for purchase and ‘delivered’.
Make extensive use of the models and diagrams and theories taught in class at Homes Institute. You may utilise up to five external references to support your answer, which must be correctly referenced. Ensure that you submit ONE single document consisting of the official cover page, your report in the correct structure, your Appendix, and a Reference List.
Use this structure for your Appendix, indicating which members of your group worked on each section of your report
| Section | Student Number | Name of Student |
3. Competitors and Positioning Grid
| ||
4. Target Market
| ||
5. Segmentation Analysis
| ||
6. Positioning Statement
| ||
| 7.Product Policy | ||
8. Pricing Policy
| ||
9. Promotion Policy
| ||
10. Distribution Policy
|
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