HI5004 Marketing ManagementHI5019 STRATEGIC INFORMATION SYSTEMSHI5019 STRATEGIC INFORMATION SYSTEMSElectrical Energy Audit a Case StudyExercises: Demand theoryGROUP PRESENTATIONMGT303 – Strategic Management

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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%
Total Marks
40 marks:
– Report 1: 20 marks
– Report 2: 20 marks
Word limit
– Report 1: 1500 words
– Report 2: 2500 words
Due Date
– Report 1: 5pm Friday Week 6, 8th May 2020
– Report 2: 5pm Friday Week 11, 12th June 2020
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 NO LATER THAN 24th April, 2020.
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
3
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.
Lecturer will set up
group shells on BB in
week 5.
6
Brand Positioning and Brand Equity
The first task: the first report
Weight: 20% = 20 marks.
Word count: 1500 words (+/- 10%) for the report
Due date: 5pm Friday Week 6 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
4
– Specific market segmentation, targeting, and positioning statements
– 5 academic references need to be used
7
Product strategy
8
Pricing strategies and programs
9
Integrated marketing channels and
distribution system
10
Integrated Marketing Communications –
Part 1
Designing and managing integrated
marketing communication
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
Due date: 5pm Friday Week 11 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 consumer
learn about their new product and how quickly will they adopt it? Will the product be

5
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
12
Revision
6
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.
7
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
8
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
9
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.
10
First Group Report Rubric
Evaluation Criteria
Fail
Pass
Credit
Distinction
High Distinction
Introduction about product/service
2 marks

0.5-1
1.25-1.5
1.5-1.75
1.75-2
Introduction about product/service
No information
about
product/service
Limited information
about
product/service
Some information
about
product/service
Clear introduction
about product/service
Clear explanation
about the motives
behind developing
your own
product/service
Clear introduction
about product/service
Analysis of requirement 1
4 marks
Fail
0-1
Pass
1.5-2
Credit
2-2.5
Distinction
3-3.5
High Distinction
3.75-4
Competitive information
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
11
Analysis of requirement 2
4 marks
Fail
0-1
Pass
1.5-2
Credit
2-2.5
Distinction
3-3.5
High Distinction
3.75-4
Environmental scanning
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
Analysis of requirement 3
2 marks
Fail
0-0.5
Pass
0.5-1
Credit
1-1.25
Distinction
1.25-1.5
High Distinction
1.5-2
Demand forecasted
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
12
Analysis of requirement 4
5.5 marks
Fail
0-1.75
Pass
1.75-2.75
Credit
3-3.5
Distinction
4-4.5
High Distinction
5-5.5
Specific market segmentation,
targeting, and positioning statements
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
product/service’s
target customer.
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
Style and referencing
2 marks
Fail
0-0.5
Pass
0.5-1
Credit
1.25
Distinction
1.5-1.75
High Distinction
2
Professional Report Formatting,
Structure and approach
Poorly presented,
no apparent
structure and/or
confused writing
style
Limited attempt at
formatting, Well
structured, clear
writing style
Page numbering,
front cover,
bibliography with
some attempt at
formatting. Well
structured, focus
Good attempt at report
formatting
incorporating all
elements at credits
level. Clear focus,
structure and style
Excellent attempt at
formatting report.
Focus clear and
justified, structure and
style used to
13
explicit and clear,
style appropriate
used to emphasise
discussion
emphasise argument
and discussion
Referencing: appropriate references
and citations, style
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 no’s for all
articles
Bibliography includes
at least 10 relevant
references from good
sources i.e. journals
rather than popular
computing press. Very
clearly presented.
Total (out of 20)
14
Second Group Report Rubric
Evaluation Criteria
Fail
Pass
Credit
Distinction
High Distinction
Analysis of
requirement 1
1 mark

0.25
0.5
0.75
1
Product or service’s
brand positioning
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
Analysis of
requirement 2
2 marks
Fail

Pass
0.5
Credit
1
Distinction
1.5
High Distinction
1.75-2
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
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
15
well-established products
or brands?
Analysis of
requirement 3
2 marks
Fail

Pass
0.5
Credit
1
Distinction
1.5
High Distinction
1.75-2
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?
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 about how
they target the customer
Provide clear
explanation about
consumer – adoption
process. Identify and
clear explain about the
product will be target to
whom
Analysis of
requirement 4
2 marks
Fail

Pass
0.5
Credit
1
Distinction
1.5
High Distinction
1.75-2
Pricing strategy
decisions for their
No information Price
strategy
Limited information
price strategy
Identify the price
strategy but do not
Provide the price
strategy with some
Provide the price
strategy with full
16
product/service.
Students have
addressed all or most of
the material concerning
pricing covered in week
8.
provide the
justification
discussion about their
choice
justification about their
choice
Analysis of
requirement 5
2 marks
Fail

Pass
0.5
Credit
1
Distinction
1.5
High Distinction
1.75-2
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.
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
17
Analysis of
requirement 6
4 marks

1-2
2-3
3-3.5
4
The integrated marketing
communications matrix.
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
Provide good
justification about all the
tools that they select
Analysis of
requirement 7
4 marks
Fail

Pass
1-2
Credit
2-3
Distinction
3-3.5
High Distinction
4
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).
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
3 marks
Fail

Pass
1
Credit
1.5
Distinction
2
High Distinction
3
18
Referencing: appropriate
references and citations,
style
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
no’s for all articles
Bibliography includes at
least 10 relevant
references from good
sources i.e. journals
rather than popular
computing press. Very
clearly presented.
Total (out of 20)

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