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HI5004 Marketing Management: Semester-Long Marketing Plan Project Assessment Answer

Group assignment instruction – HI5004 Marketing Management

Assessment Details and Submission Guidelines
TrimesterT1.2020
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 % of the total assessments:
  • Report 1: 20%
  • Report 2: 20%
Total Marks40 marks:
  • Report 1: 20 marks
  • Report 2: 20 marks
Word limit
  • Report 1: 1500 words
  • Report 2: 2500 words
Submission Guidelines
  • All 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 

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.

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.

Each group 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. You can discuss with your tutor about the product/service that you want to select.

50% penalty (for each report and presentation) will be applied if students do not follow one of these requirements: File Exchange tool:

  • All the academic papers that are used in the assignment need to be posted on BB by using File Exchange tool (Instruction in page 6, for further question, please advise your lecturer). Student needs to highlight the discussion in the academic paper which is relevant to the discussion in the assignment. Academic papers can be found in ProQuest (ProQuest instruction can be found in page 8 and 9). 50% penalty will be applied if does not include references list
  • Group needs to submit the Draft for their assignment by using File Exchange tool one week before the due date of final submission. The draft needs to be different from the last submission and reflect the changes.
  • If each member does a part of the assignment, their work needs to be submitted by using File Exchange also.

Group Blog:

  • All the discussion about group assignment needs to be recorded by using Group Blog tool (Instruction in page 6, 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.

If one of the requirements above is not followed, 50% penalty (for each report and presentation) will be applied

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.Lecturer will set up group shells on BB in
week 5.
6Brand Positioning and Brand EquityThe first task: the first report Weight: 20% = 20 marks.
Word count: 1500 words (+/- 10%) for the report
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

7Product strategy

8Pricing strategies and programs

9Integrated marketing channels and
distribution system


10Integrated Marketing Communications –
Part 1
Designing and managing integrated marketing communication


11Integrated Marketing Communications –
Part 2
Managing Mass Communications
The Second task: Second report Weight: 20% = 20 marks.
Word count: 2500 words (+/- 10%) 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 consumearn 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

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. 

Tool Description 

 Tool Description

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 

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