Group assignment instruction – HI5004 Marketing Management
| Assessment Details and Submission Guidelines |
| Trimester | T1.2020 |
| Unit Code | HI5004 |
| Unit Title | Marketing Management |
| Assessment Type | Group report |
| Assessment Title | Group 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). |
| Weight | 40 % of the total assessments:
- Report 1: 20%
- Report 2: 20%
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| Total Marks | 40 marks:
- Report 1: 20 marks
- Report 2: 20 marks
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| Word limit | - Report 1: 1500 words
- Report 2: 2500 words
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| 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.
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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:
| Week | Topics | Requirement | Note |
| 1 | Marketing for the New Realities |
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| 2 | Marketing Strategies and Plans | Groups need to be set up and informed to the lecturers |
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| 3 | Marketing Research | Groups need to be set up and informed to the lecturers |
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| 4 | Consumer behaviour | Groups need to be set up and informed to the lecturers |
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| 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.
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| 6 | Brand Positioning and Brand Equity | The 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
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| - Specific market segmentation, targeting, and positioning statements
- 5 academic references need to be used
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| 7 | Product strategy |
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| 8 | Pricing strategies and programs |
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| 9 | Integrated marketing channels and
distribution system
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| 10 | Integrated Marketing Communications –
Part 1
Designing and managing integrated marketing communication
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| 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
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
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| 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
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| 12 | Revision |
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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
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
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