HI5004 Marketing Management :
Group assignment instruction – HI5004 Marketing Management
| Assessment Details and Submission Guidelines | |
| Trimester | T3.2022 |
| 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). Aligned Unit learning outcomes: 1, 2, 3 |
| 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: Wednesday, 11.30pm – 7/12/ 2022 – Week 5 (Melbourne and Sydney time)Group Blog and BB tools: every week, from week 4 to week 11 Group report: Friday, 11.30pm – 3/2/2023 – Week 11 (Melbourne and Sydney time) |
| 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 (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 Wednesday of week 5 (Wednesday, 11.30pm – 7/12/2022) 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 12th December, 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 14/12/2022, the topic approval assignment is marked Zero. And no later than 16/12/2022, 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
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: Friday, 11.30pm – 3/2/2023 – 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
- 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 |
| 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: 11.30pm 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 |
| 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. You need to use the Adapted Harvard Referencing Requirement provided in the last page this file | |||
| 12 | Revision | ||
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 Send Email | 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. |
| 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
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
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 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 | 0.25 – 0.5 | 0.5-0.75 | 0.75 | 1 |
| 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 |
| product/service’s target customer. | |||||
| Product or service’s brand positioning (1 mark) | 0 | 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 wellestablished 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 | |
| 0-0.25 | 0.5-1 | 1-1.25 | 1.25-1.5 | 1.5-2 | |
| 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 | 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 |
| 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 | |
| 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 | 0-1 | 1-2 | 2-3 | 3-3.5 | 4 |
| 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 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. |
Adapted Harvard Referencing Rules
Adapted Harvard Referencing Rules
Holmes will be implementing a revised Harvard approach to referencing. The following rules apply:
- Reference sources in assignments are limited to sources that provide full-text access to the source’s content for lecturers and markers.
- The reference list must be located on a separate page at the end of the essay and titled: “References”.
- The reference list must include the details of all the in-text citations, arranged A-Z alphabetically by author surname with each reference numbered (1 to 10, etc.) and each reference MUST include a hyperlink to the full text of the cited reference source. For example:
1. Hawking, P., McCarthy, B. & Stein, A. 2004. Second Wave ERP Education, Journal of Information Systems Education, Fall, http://jise.org/Volume15/n3/JISEv15n3p327.pdf
- All assignments will require additional in-text reference details which will consist of the surname of the author/authors or name of the authoring body, year
of publication, page number of content, paragraph where the content can be found.
For example;
“The company decided to implement an enterprise wide data warehouse business intelligence strategy (Hawking et al, 2004, p3(4)).”
Adherence to Referencing Guidelines is Mandatory
Where students do not follow the above rules:
- For students who submit assignments that do not comply with the rules, a 10% penalty will be applied.
- As per the Student Handbook, late penalties will apply each day after the student/s has been notified of the resubmission requirements.
- Students who comply with rules and the citations are “fake” will be reported for academic misconduct.
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