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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
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 %
– 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
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.
2
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
3
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
4
– 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
5
9
Integrated marketing channels and
distribution system
BB Tools
10
Integrated Marketing Communications –
Part 1
Designing and managing integrated
marketing communication
BB Tools
11
Integrated Marketing Communications –
Part 2
Managing Mass Communications
Group 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 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
BB Tools
6
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
7
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
8
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
9
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
10
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.
11
Group Report Rubric
Evaluation Criteria
Fail
Pass
Credit
Distinction
High Distinction
Competitive information (1 mark)

0.25 – 0.5
0.5-0.75
0.75
1
No information
about competitors
Limited information
about competitors
Some information
about competitors
Clear explanation and
discussion about
competitors
Clear discussion
about direct and
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
about environmental
scanning (PESTEL
or SWOT)
Limited information
about environmental
scanning (PESTEL
or SWOT)
Provide some
discussion about
PESTEL analysis
or SWOT
Provide 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)

0.25 – 0.5
0.5-0.75
0.75
1
12
No information
about demand
forecasted
Limited information
about
demand forecasted
Provide some
discussion about
demand forecasted:
some models of
demand forecasted
are provided but
could not link them
with the
product/service
selected
Provide clear
explanation about
demand forecasted.
Provide some data
about consumption
trend
Provide 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)
0-0.25
0.5-1
1-1.25
1.25-1.5
1.5-2
No information
about market
segmentation,
targeting, and
positioning
statements
Limited information
about market
segmentation,
targeting, and
positioning
statements. For
example: only
provide the market
segmentation theory
rather than focusing
on their
Provide market
segmentation,
targeting, and
positioning
statements.
However, don’t
provide the
evidence for their
choice
Provide market
segmentation,
targeting, and
positioning
statements with clear
explanation for their
choice
Provide market
segmentation,
targeting, and
positioning
statements. Provide
clear explanation and
the link between
theories and their
choice
13
product/service’s
target customer.
Product or service’s brand
positioning (1 mark)

0.25 – 0.5
0.5-0.75
0.75
1
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)
0-0.25
0.5-1
1-1.25
1.25-1.5
1.5-2
Do not address any
question
Limited information
about how they want
to identify the market
Provide some
discussion about
their market
strategy
Provide full discussion
about their market
strategy
Provide 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
0-0.25
0.5-1
1-1.25
1.25-1.5
1.5-2
Do not address any
question
Limited discussion
about consumer –
adoption process
Provide some
discussion about
consumer –
adoption process.
Provide clear
explanation about
consumer – adoption
process. Provide
some explanation
Provide clear
explanation about
consumer – adoption
process. Identify and
clearly explain about
14
majorities? What is their estimated
time for full adoption? (2 marks)
about how they target
the customer
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)
0-0.25
0.5-1
1-1.25
1.25-1.5
1.5-2
No information Price
strategy
Limited information
price strategy
Identify the price
strategy but do not
provide the
justification
Provide the price
strategy with some
discussion about their
choice
Provide 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)
0-0.25
0.5-1
1-1.25
1.25-1.5
1.5-2
No information
about distribution
system
Limited information
about distribution
system
Answer all the
requirement without
explanation
Answer all the
requirement with brief
explanation about
their choice
Answer all the
requirement with full
explanation about
their choice
The integrated marketing
communications matrix. (3 marks)
0-1
1-2
2
2.5
3
No information about
integrated marking
communications
matrix
Limited information
about integrated
marking
communications
matrix
Provide the
integrated marking
communications
matrix with some
explanation
Clear explanation and
discussion about
integrated marking
communications
matrix
Clear explanation and
discussion about
integrated marking
communications
matrix
15
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)
0-1
1-2
2
2.5
3
No information
about
communication
media
Limited information
about
communication
media
Provide the
selection of
communication
media with some
explanation
Clear explanation and
discussion about
communication media
Clear 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, style
0-1
1-2
2-3
3-3.5
4
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
articles
Bibliography includes
at least 10 relevant
references from good
sources i.e. journals
rather than popular
computing press. Very
clearly presented.

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