Group assignment instruction – HI5004 Marketing Management

Assessment Details and Submission Guidelines

Trimester T1.2021
Unit Code HI5004
Unit Title Marketing Management
Assessment Type Group report
Assessment Title Group assignment - Semester-Long Marketing Plan Project
Purpose of the This assignment requires your group to undertake the process of analysing one product/service and its operating environments from a marketing
assessment (with ULO
perspective. And then apply the learning from lecture 1-11 in the development of marketing strategy. You will provide an overview of this
Mapping)
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 %
- Topic approval: 5%
- Blackboard tools: 10%
- Group report: 25%
Total Marks 40 marks:
- Topic approval: 5 marks
- Blackboard tools: 10 marks
- Group report: 25 marks
Word limit - Topics approval: 200 words
Due Date - Topic approval: 11pm Wednesday 21st April, 2021 Week 5
- Group Blog and BB tools: every week, from week 4 to week 11
- Group report: 11pm Friday 4th June, 2021 Week 11
Submission • All work must be submitted on Blackboard by the due date along with a completed Assignment Cover Page.
Guidelines • 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.

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

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 21st April, 2021) 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 23th April, 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 23st April, the topic approval assignment is marked Zero. And no later than 27th April, 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

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 2. 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

3. Group Report

Weight: 25 marks = 25%

Word count: 2500 words (+/- 10%) for the report
Due date: 11pm Friday 4th June, 2021 Week 11
Requirement:
The report analysis:
- Competitive information
- Environmental scanning.
- Demand forecasted
- Specific market segmentation, targeting, and positioning statements
- Product or service’s brand positioning
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- 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:

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.
6 Brand Positioning and Brand Equity Topic approval
7 Product strategy
8 Pricing strategies and programs BB Tools

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9 Integrated marketing channels and
distribution system BB Tools
10 Integrated Marketing Communications – BB Tools
Part 1
Designing and managing integrated
marketing communication
11 Integrated Marketing Communications – Group Report: BB Tools
Part 2 Weight: 25% = 25 marks.
Managing Mass Communications 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

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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 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

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

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.

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

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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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 Quotation marks
(“”) placed around
the search terms will
ensure only results
showing the terms
together will be
displayed

Tick the “Full text” and

“Peer Reviewed” boxes
to display results with
the PDFs attached and
that are from reputable
sources

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Want to save your
search to view
later? Click the
“Save Search”
link, which will
then lead to a
pop-up screen.
Name your search,
perhaps after your
Assignment
Topic. You might
also add a note to
give further
information about
the search.

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Group Report Rubric
Evaluation Criteria Fail Pass Credit Distinction High Distinction

Competitive information (1 mark) 0 0.25 - 0.5 0.5-0.75 0.75 1

No information Limited information Some information Clear explanation and Clear discussion
about competitors about competitors about competitors discussion about about direct and
competitors indirect competitors.
Also provide some
discussion about
competitive theory
Environmental scanning (2 marks) 0-0.25 0.5-1 1-1.25 1.25-1.5 1.5-2

No information Limited information Provide some Provide full discussion Provide full discussion
about environmental about environmental discussion about about PESTEL about PESTEL
scanning (PESTEL scanning (PESTEL PESTEL analysis analysis or SWOT. analysis or SWOT.
or SWOT) or SWOT) or SWOT Provide some
strategies that help
the company deal with
Threats and
Weaknesses and
negative impacts from
external environment
Demand forecasted (1 mark) 0 0.25 - 0.5 0.5-0.75 0.75 1

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 No information Limited information Provide some Provide clear Provide reasonable
about demand about discussion about explanation about reasons why
forecasted demand forecasted demand forecasted: demand forecasted. customers are
some models of Provide some data interested in the
demand forecasted about consumption product/service.
are provided but trend Provide consumption
could not link them trends to predict the
with the future demand for the
product/service product/service of
selected their choice
Specific market segmentation, 0-0.25 0.5-1 1-1.25 1.25-1.5 1.5-2
targeting, and positioning
statements (2 marks)
No information Limited information Provide market Provide market Provide market
about market about market segmentation, segmentation, segmentation,
segmentation, segmentation, targeting, and targeting, and targeting, and
targeting, and targeting, and positioning positioning positioning
positioning positioning statements. statements with clear statements. Provide
statements statements. For However, don’t explanation for their clear explanation and
example: only provide the choice the link between
provide the market evidence for their theories and their
segmentation theory choice choice
rather than focusing
on their

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 product/service’s
target customer.
Product or service’s brand 0 0.25 - 0.5 0.5-0.75 0.75 1
positioning (1 mark)
No information about Limited information Some information Clear explanation and Clear discussion about
brand positioning about brand about brand discussion about brand positioning
positioning positioning brand positioning Also provide some
discussion brand
positioning
theory
Who are the market leaders for their 0-0.25 0.5-1 1-1.25 1.25-1.5 1.5-2
chosen product or service? What
Do not address any Limited information Provide some Provide full discussion Provide full discussion
niche have they identified for their
question about how they want discussion about about their market about their market
product/service? Is their product or
to identify the market their market strategy strategy. Provide clear
service going to be a leader,
strategy justification about their
follower, or challenger to well-
choice
established products or brands? (2
marks)
Consumer-adoption process for 0-0.25 0.5-1 1-1.25 1.25-1.5 1.5-2
their new product. How will the
Do not address any Limited discussion Provide some Provide clear Provide clear
consumer learn about their new
question about consumer – discussion about explanation about explanation about
product and how quickly will they
adoption process consumer – consumer – adoption consumer – adoption
adopt it? Will the product be targeted
adoption process. process. Provide process. Identify and
to the heavy users and early
some explanation clearly explain about
adopters first, then early and late
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majorities? What is their estimated about how they target the product will be
time for full adoption? (2 marks) the customer target to whom
Pricing strategy decisions for their 0-0.25 0.5-1 1-1.25 1.25-1.5 1.5-2
product/service. Students have
No information Price Limited information Identify the price Provide the price Provide the price
addressed all or most of the material
strategy price strategy strategy but do not strategy with some strategy with full
concerning pricing covered in week
provide the discussion about their justification about their
8. (2 marks)
justification choice choice
Students should be directed to turn 0-0.25 0.5-1 1-1.25 1.25-1.5 1.5-2
in their retailing, wholesaling, and
No information Limited information Answer all the Answer all the Answer all the
logistical marketing plans. Those
about distribution about distribution requirement without requirement with brief requirement with full
students who are acting in the role
system system explanation explanation about explanation about
of providing a new “service” should
their choice their choice
include here their plans for
locations, hours of operations, and
how their “service” plans on
managing demand and capacity
issues. (2 marks)
The integrated marketing 0-1 1-2 2 2.5 3
communications matrix. (3 marks)
No information about Limited information Provide the Clear explanation and Clear explanation and
integrated marking about integrated integrated marking discussion about discussion about
communications marking communications integrated marking integrated marking
matrix communications matrix with some communications communications
matrix explanation matrix matrix

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 Provide good
justification about all
the tools that they
select
All the possible communication 0-1 1-2 2 2.5 3
media (for example, students will
No information Limited information Provide the Clear explanation and Clear explanation and
tend to concentrate their media on
about about selection of discussion about discussion about
television or on the Internet and
communication communication communication communication media communication media
include other forms such as
media media media with some Provide good
personal selling and radio). (3
explanation justification about all
marks)
the media channel
that they select
Style and referencing 0-1 1-2 2-3 3-3.5 4
4 marks
Referencing: appropriate Referencing is At least 3 relevant At least 5 relevant At least 7 relevant Bibliography includes
references and citations, style unclear. references. references given, references including at least 10 relevant
Referencing mostly mainly drawn from at least 5 from own references from good
clear but provided sources research including sources i.e. journals
inconsistent. e.g lectures. Clear page number of all rather than popular
systematic articles computing press. Very
referencing of all clearly presented.
sources.

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