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HI5004 T3 2020 Marketing Management

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Group assignment instruction – HI5004 Marketing Management

Assessment Details and Submission Guidelines  
TrimesterT3.2020
Unit CodeHI5004
Unit TitleMarketing Management
Assessment TypeGroup report
Assessment TitleGroup assignment – Semester-Long Marketing Plan Project
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).
Weight40 % Topic approval: 5%Blackboard tools: 10%Group report: 25% 
Total Marks40 marks: Topic approval: 5 marksBlackboard tools: 10 marksGroup report: 25 marks
Word limitTopics approval: 200 words
Due DateTopic approval: 11pm Wednesday 9th December Group Blog and BB tools: every week, from week 4 to week 11Group report: 11pm Friday Week 11
Submission GuidelinesAll work must be submitted on Blackboard by the due date along with a completed Assignment Cover Page. The assignment must be in MS Word format, no spacing, 12-pt Arial font and 2 cm margins on all four sides of your page with appropriate section headings and page numbers.  Reference sources must be cited in the text of the report, and listed appropriately at the end in a reference list using Harvard referencing style.  

Semester-Long Marketing Plan Project (40%=40 marks)

An effective way to help students learn about marketing management is through the actual creation of a marketing plan for a product or service. This project is designed to accomplish such a task.

HI5004 Marketing Management
HI5004 T3 2020 Marketing ManagementHolmes College Tutorial

Students will self-enrol in a group of 4(FOUR) (you can’t change the group by any reason) the instruction how to find your group members have been sent to you, please have a look and read it carefully before you make the decision to select the group that you want to join in.

Due date: Students need to self- enrol in a group NO LATER THAN 27th November, 2020.

Each group set up a company and decides on a consumer product or service they wish to bring to market. It has to be an innovative product/service which has never been in the market before and not belong to any existing company. You can discuss with your tutor about the product/service that you want to select.

  1. Product/service Approval:

Weight: 5 marks = 5 %.

Length: 200 words

  • By the end of week 5 (11pm Wednesday 9th December) group needs to submit the product/service that they will select for the group report
  • The proposal includes: Introduction about the product or service. Please be aware about the requirement of the product/service. It has to be an innovative product/service which has never been in the market before and not belong to any existing company
  • By 16th December, if the product/service is approved, group can select it to do the group report. The approval will be indicated in the feedback to learner box in the proposal submitted
  • If the topic is not approved on 16th December, the topic approval assignment is marked Zero. And no later than 20th December, the new proposal needs to be resubmitted. The new proposal won’t be marked. If the group does not select a different product/service as required, the group report will be marked Zero. The coordinator will inform the group if the new product/service is approved by email
  • Blackboard tools

Weight: 10 marks = 10%

Due date: from week 4 to week 11

In order to get marks:

From week 4 to week 11, all the group members need to use Blackboard tools:

  • All the discussion about group assignment needs to be recorded by using Group Blog tool (Instruction can be found below, for further question, please advise your tutor). The discussion must be relevant to the content of the assignment and reflects the outcome of the group meeting.
  • Group needs to use File exchange tools: All the academic papers that are used in the assignment need to be posted on BB by using File Exchange tool (Instruction can be found below, for further question, please advise your tutor). Group needs to submit the Draft for their assignment by using File Exchange tool

If one of the requirements above is not followed, this assessment will be marked ZERO

  • Group Report

Weight: 25 marks = 25%

Word count: 2500 words (+/- 10%) for the report

Due date: 11pm Friday Week 11 for the report.

Requirement:

The report analysis:

  • Competitive information
  • Environmental scanning.
  • Demand forecasted
  • Specific market segmentation, targeting, and positioning statements
  • 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 mix.
  • 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).
  • At least 5 academic references need to be used

The following is an outline of this process:

WeekTopicsRequirementNote
1Marketing for the New Realities  
2Marketing Strategies and PlansGroups need to be set up and informed to the lecturers 
3Marketing ResearchGroups need to be set up and informed to the lecturers 
4Consumer behaviourGroups need to be set up and informed to the lecturers 
5Identifying Market Segments and TargetsGroups need to be set up and informed to the lecturers. 
6Brand Positioning and Brand Equity Topic approval
7Product strategy  
8Pricing strategies and programs BB Tools
9Integrated marketing channels and distribution system   BB Tools
10Integrated Marketing Communications – Part 1 Designing and managing integrated marketing communication BB Tools
11Integrated Marketing Communications – Part 2 Managing Mass CommunicationsGroup Report: Weight: 25% = 25 marks. Word count: 2500 words (+/- 10%) for the report Due date: 11pm Friday Week 11 for the report. Requirement: The report analysis: Competitive information Environmental scanning. Demand forecasted Specific market segmentation, targeting, and positioning statements Product or service’s brand positioningWho 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 mix. 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). At least 5 academic references need to be used  BB Tools
12Revision  

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.

ToolDescription
File ExchangeGroup members and instructors can share files in this area. All members can add and delete files, regardless of who added them.
Group BlogIn 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 JournalIn 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 EmailGroup members can email individual members or the entire group.

Exchange files with a group

With file exchange, you can share files with other members of your group, including your instructor.

You can’t create folders in file exchange. With your group, decide how you want to name files so that they are easier to locate in a long list.

Add a file to the file exchange

Group Tools > File Exchange > Add File

Add a name for the file you want to upload. Browse for the file and submit.

Delete a file from the file exchange

You can delete any file, even if you didn’t upload it. On the File Exchange page, select Delete in the file’s menu.

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

ProQuest

To login

Go to: http://www.holmes.edu.au/ > Login > Proquest

USERNAME: holmes2004

PASSWORD: holmes

Proquest Tips

Group Report Rubric

Evaluation CriteriaFailPassCreditDistinctionHigh Distinction
Competitive information (1 mark)00.25 – 0.50.5-0.750.751
 No information about competitors Limited information about competitorsSome information about competitorsClear explanation and discussion about competitorsClear discussion about direct and indirect competitors. Also provide some discussion about competitive theory
Environmental scanning (2 marks)  0-0.250.5-11-1.251.25-1.51.5-2
 No information about environmental scanning (PESTEL or SWOT)  Limited information about environmental scanning (PESTEL or SWOT)Provide some discussion about PESTEL analysis or SWOTProvide 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
Demand forecasted (1 mark)00.25 – 0.50.5-0.750.751
 No information about demand forecastedLimited information about demand forecastedProvide some discussion about demand forecasted: some models of demand forecasted are provided but could not link them with the product/service selectedProvide clear explanation about demand forecasted. Provide some data about consumption trendProvide 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
Specific market segmentation, targeting, and positioning statements (2 marks)0-0.250.5-11-1.251.25-1.51.5-2
 No information about market segmentation, targeting, and positioning statementsLimited 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 choiceProvide market segmentation, targeting, and positioning statements with clear explanation for their choiceProvide market segmentation, targeting, and positioning statements. Provide clear explanation and the link between theories and their choice
Product or service’s brand positioning (1 mark)  00.25 – 0.50.5-0.750.751
 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
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? (2 marks)  0-0.250.5-11-1.251.25-1.51.5-2
Do not address any question  Limited information about how they want to identify the marketProvide some discussion about their market strategyProvide full discussion about their market strategyProvide full discussion about their market strategy. Provide clear justification about their choice
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? (2 marks)  0-0.250.5-11-1.251.25-1.51.5-2
Do not address any question  Limited discussion about consumer – adoption processProvide some discussion about consumer – adoption process.Provide clear explanation about consumer – adoption process. Provide some explanation about how they target the customerProvide clear explanation about consumer – adoption process. Identify and clearly explain about the product will be target to whom
Pricing strategy decisions for their product/service. Students have addressed all or most of the material concerning pricing covered in week 8. (2 marks)  0-0.250.5-11-1.251.25-1.51.5-2
No information Price strategyLimited information price strategyIdentify the price strategy but do not provide the justificationProvide the price strategy with some discussion about their choiceProvide the price strategy with full justification about their choice
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. (2 marks)  0-0.250.5-11-1.251.25-1.51.5-2
No information about distribution systemLimited information about distribution systemAnswer all the requirement without explanationAnswer all the requirement with brief explanation about their choiceAnswer all the requirement with full explanation about their choice
The integrated marketing communications matrix. (3 marks)  0-11-222.53
No information about integrated marking communications matrix   Limited information about integrated marking communications matrixProvide the integrated marking communications matrix with some explanation  Clear explanation and discussion about integrated marking communications matrixClear explanation and discussion about integrated marking communications matrix Provide good justification about all the tools that they select
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). (3 marks)  0-11-222.53
No information about communication mediaLimited information about communication mediaProvide the selection of communication media with some explanation  Clear explanation and discussion about communication mediaClear explanation and discussion about communication media Provide good justification about all the media channel that they select
Style and referencing 4 marks Referencing: appropriate references and citations, style0-11-22-3  3-3.54
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 number of all articlesBibliography includes at least 10 relevant references from good sources i.e. journals rather than popular computing press. Very clearly presented.