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16 May
2020

HI5004 Marketing Management

Category:ACADEMICIAN

SOLUTION AT Australian Expert Writers

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.
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 24thApril, 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
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
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

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
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
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
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
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
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
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)
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 0
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
well-established products or brands?
Analysis of requirement 3 2 marks
Fail 0
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 0
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
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 0
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
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 0
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 0
Pass 1
Credit 1.5
Distinction 2
High Distinction 3
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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