BUMKT5902
Marketing Management
Assignment Details
This document contains the details for the individual and group assignments for BUMK5902 Marketing Management for Semester 1, 2015. Included are aspects such as:
• The assignment requirements;
• How they meet the Learning Outcomes—refer to the course description;
• How the assignments are to be formatted; and
• They will be assessed by using an Assessment Criteria Sheet.
You must read these in conjunction with the course description which contains other pertinent information on submission, etc. It is your responsibility to fully acquaint yourself with these requirements. If you are not clear on any aspect please speak with your lecturer.
Linking of Individual and Group Assignments

Good luck with the assignments.
Individual Assignment
BUMKT5902 Marketing Management
Value: 20% of your final mark Due Date: Week 5 by Friday, 22 April 2015, 11:30 p.m.
Style: Business report Submission: Submit via Moodle
Length: 2,500 – 3,000 words Marking criteria: See Assessment Criteria Sheet at the end of this document
Overview
This assignment is rewarding in terms of building your knowledge of marketing and consumer behaviour theories/concepts.
The overall purpose of this assignment is to help you build your understanding of the consumer and how an understanding of consumers is a key input to the development of an effective (the right type) and efficient (minimal or no waste) marketing mix strategy. You need to collect data about your personal shopping and analyse your shopping behaviour given knowledge of relevant marketing and consumer behaviour theories/concepts.
First step
It is important that you begin (even before starting the data recording) by describing yourself as a consumer before you have analysed your shopping. For example, ‘The consumer is a 32 year old male who has been married for 8 years, has a wife who also works part-time in health services, has one child in a private school, is in full-time employment as a professional manager, favours branded products—particularly for high tech products—rarely goes grocery shopping and prefers to search and buy online for as many products as possible’.
Note—this description is only an example—there may be other relevant aspects you could describe as well.
If you are studying in Australia you should place yourself in one of the Roy Morgan Values Segments. Go to www.roymorgan.com click on Products, click on Values Segments and then read all of the segments to decide which segment you belong to.
If you are studying at an overseas location you could look for an ‘equivalent’ in your country to the Roy Morgan segments. Roy Morgan is a major Australian market research firm and there may be one in your country doing similar work. Second step
You will track and detail every purchase you make over seven days and note what occurred in the decision making process (DMP) and the influences on the DMP for every purchase decision. These purchases need to be recorded in a matrix—in an Excel spreadsheet. An example of a matrix is available on Moodle. This is an example—you should amend according to your needs. The purchases you record here will, in the main be those products you buy weekly, e.g. milk, food, clothes, fuel, rent, entertainment and the like but should also cover clothes, small household items such as a toaster, etc. These tend to be classified as low-involvement purchases.
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Individual Assignment
BUMKT5902 Marketing Management
You need to detail how and in what ways marketing and consumer behaviour theories/concepts, and perhaps even the purchases recorded in the matrix, influence (or influenced) your decision making process for your nominated product.
Third Step
At the same time you must detail a recent purchase of what is generally known as a high-involvement product, e.g. a new TV or a new car or an overseas family holiday. Be sure to provide a full description of the product. If you have not made such a purchase then you can write about such a product that you will make in the near future. Please note that the term product includes services such as a family holiday.
Fourth Step
Compare and contrast your buying behaviour for the products purchased over the week with your buying behaviour of your nominated product. Fifth Step
Provide key overall insights and justification (use theory to support) regarding what you have discovered. Describe how Marketers could use these insights to develop more persuasive Marketing strategies.
THIS ASSIGNMENT MUST BE DRIVEN BY THE ANALYSIS OF THE DATA YOU COLLECT ON YOUR SHOPPING
YOU THEN PUT YOUR SHOPPING BEHAVIOUR IN THE CONTEXT OF MARKETING AND CONSUMER BEHAVIOUR THEORIES/CONCEPTS.
DO NOT WRITE A THEORETICAL PAPER TO WHICH YOU ADD A FEW COMMENTS ABOUT YOUR SHOPPING.
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Group Assignment
BUMKT5902 Marketing Management
Presentation Report
Value: 10% of your final mark 20% of your final mark
Style: PowerPoint slides Business report
Length: Max of 20 slides 2,500 - 3,000 words
Date: Week 10 on Wednesday, 3 June
2015, during class.
Presentation slides to be submitted via Moodle by Thursday, 4 June 2015, 12:30 p.m. Week 11 by Friday, 12 June 2015, 11:30 p.m.
Submission: Presentation day—3 slides per page but also submit via Moodle Submit via Moodle—make sure you submit the report and matrix into the right folder
Marking criteria: See Assessment Criteria Sheet at the end of this document See Assessment Criteria Sheet at the end of this document
Details: Handout and Moodle Handout and Moodle
Overview
You will form a group (maximum of three) and choose ONE of the nominated products that group members wrote about in Assignment One. The second assignment requires the group to develop a marketing mix strategy for a competing product to the chosen nominated product. For example, your chosen nominated product may be the LG 55 inch full HD3D TV—the group then needs to develop a marketing strategy for a competing product, e.g. the Hisense 55 inch full HD3D TV. The report will demonstrate how your proposed strategy will create and deliver sufficient customer value for the consumer to change their preference from the chosen nominated product.
You are not to compile a marketing strategy simply using the 4Ps—you are to compile a
marketing strategy that CHANGES CONSUMERS’ PREFERENCE AWAY FROM THE SELECTED NOMINATED PRODUCT TO YOUR COMPETING PRODUCT.
Your marketing mix strategy/plan will be graded based on your ability to demonstrate that consumers will, or are highly likely to, change their intended purchasing behaviour away from the nominated product chosen from Assignment 1.
The report will also provide a detailed explanation of the concepts of customer value and value proposition and provide insights as to why these concepts are important to marketers.
In addition, there will be a 20-minute group presentation over the last two/three classes in which you will convince a board of directors that your proposed strategy can achieve the creation and delivery of customer value in a way that will cause a shift in preference by the consumer and build future revenues.

Report and Presentation Formatting BUMKT5902 Marketing Management
Reports are to satisfy the following requirements—in this order.
• Signed and attached Business School Assignment Cover sheet.
There are separate sheets for the Individual and the Group Assignments—these are available on Moodle. Make sure you complete the forms properly. Failure to do so may result in a request to re-submit and then a penalty may apply if the assignment is late.
• An Assessment Criteria Sheet MUST be fully completed and attached to the front of the assignment—after the Business School Assignment Cover sheet.
• The assignment MUST also have a cover page that includes: o BUMKT5902 Marketing Management o IIBIT Adelaide, Semester 1, 2015
o Individual Assignment—Consumer Behaviour Insights OR Group Assignment—Changing
Consumer Preference Strategy o Your name (Individual Assignment) OR names (Group Assignment). If you are an international student and also have an English name please write both names
o Your student ID OR IDs o The Due Date and Time (see above for the respective tasks’ due dates) o Submitted to— Devlin Tay
• Report format—business (not an essay).
• DO NOT write in the first or second person (I, we, our)—write in third person only.
• Proof read at least three times for spelling, grammatical and logic errors.
• Font—Arial.
• Size—12.
• Paragraphs—fully justified.
• Line spacing—1½ lines.
• Before and after spacing—0 points.
• Paragraph spacing—one space before and after.
• All tables and diagrams labelled—they do not form part of the word count—check APA 6th Ed. manual • APA reference style.
• http://www.ballarat.edu.au/library/assignment-and-research-help/referencing.
Assignment One—Individual
Executive Summary
Introductory sentence/short paragraph
Major findings—key insights and justifications
Introduction
Background to the task
Purpose of the report
Format of the report
Description of the consumer (MUST be completed BEFORE you record/analyse your shopping).
Report and Presentation Formatting
BUMKT5902 Marketing Management
Categorisation of purchases using excel spreadsheet
Analysis 1—Analysis of overall purchase behaviour. Integrate marketing theory with an emphasis on buyer behaviour.
Nominated product—Clear description of the product
Analysis 2—Factors that influenced purchase of nominated product
Analysis 3 – Compare and contrast analysis #1 & #2
Provide overall key insights and explain relevance to marketing manager
Appendix—Listing of ALL purchases for seven days with a relevant and structured categorisation of ALL purchases. See the example on Moodle for assistance (NB: as the matrix is likely to be large you must submit it separately from the report—use the correct folder)
Assignment Two—Group
Executive Summary
Introductory sentence/short paragraph
Major findings
Major recommendations
Introduction
Background to the task
Purpose of the report
Format of the report
Clear description of the target consumer
Customer value and value proposition discussion
Goals and Objectives of the proposed Marketing strategy
Description of the Marketing strategies that will persuade target consumers to change their preference
Justification why the proposed strategies will deliver value and change consumers’ preference
Appendix 1—description of the nominated product from Assignment 1 Appendix 2—description of the competing product
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4.7 Presentation Guidelines
General: First presenter should introduce the topic his/herself, group members and what section each member is covering
When finishing a section the person should introduce the next person and the section to be covered
Time: 20 minutes plus question time
Font size: Minimum font 20 point
Maximum number of points per slide Three (3) and two sub-points per main point (do not drown your audience in information)
Maximum number of slides Twenty—all slides are to be numbered
Colours: Light background, dark font
Tables, charts, etc. Yes, these can be included but do not make slide cluttered or difficult to comprehend. The audience needs to be able to see a clear link between the information on the slide and the point you are aiming to make. Use animation tools to in
PowerPoint to highlight what is relevant
To enhance your presentation it is strongly recommended that you watch the following and use the key points as a basis for your presentation.
http://www.ted.com/talks/nancy_duarte_the_secret_structure_of_great_talks.html
It is also strongly recommended that you watch the following and make sure YOU DO NOT make these mistakes.
http://www.youtube.com/watch?v=KbSPPFYxx3o&feature=related
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Assessment Criteria Sheets BUMKT5902 Marketing Management
BUMKT5902 Individual Assignment: Report Marking Criteria
Must be attached at the front of the report
CRITERIA (Total Marks = 20)
Content (80%) Marks Comments
Executive Summary that provides an overview of the report and clearly articulates the key insights and justification for these insights 5
Introduction—covering
- Background (of the task)
- Purpose (of this report)
- Format (of this report) 2
Clear description of the consumer (predata gathering/analysis) 1
Description/analysis of the decision making for the week’s purchases 3
Nominated product—
description/analysis of the decision making 1
Compare/contrast decision making for the week’s purchases and the nominated product 1
Key insights (with justification) 2
Appendix listing ALL purchases for one week incorporating a relevant and structured categorisation of all purchases 1
Structure (10%) 2
Follows required structure as per checklist
Demonstrates use of colour, headings, layout to enhance presentation of argument
Integrates tables, charts or diagrams to enhance communication of information
Appropriate and adequate use of references and correctly structured reference list
Style (10%) 2
Literacy standard—sentences and paragraphs make sense
Succinct and concise business writing style
Engages reader with topic and holds reader’s attention
Research and use of theory demonstrates creativity and engagement with topic
Mark:______________Comments:____________________________________________________________________
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BUMKT5902 Group Assignment: Report Marking Criteria
Must be attached at the front of the report
Student Student ID Email
CRITERIA (Total Marks = 20)
Content (85%) Marks Comments
Executive Summary that provides overview of the major findings and recommendations 4
Introduction—covering
- Background (of the task)
- Purpose (of this report)
- Format (of this report) 1
Clear description of the target consumer 1
Explanation of the concepts of customer value and value proposition with a conclusion as to why these concepts are important to marketing 2
Goals and objectives of the proposed Marketing strategy 2
Marketing mix strategies (4Ps/7Ps) to create and deliver customer value that change the brand preference of the target consumer 5
Justification of how the proposed marketing mix creates and delivers customer value so that consumers switch their preference to your product/brand 1
Appendix 1: Assignment One nominated product details 0.5
Appendix 2: Details of the competing brand/product 0.5
Structure (7.5%) 1.5
Follows required structure as per checklist
Demonstrates use of colour, headings, layout to enhance presentation of argument
Integrates tables, charts or diagrams to enhance
communication of information
Appropriate and adequate use of references and correctly structured reference list
Style (7.5%) 1.5
Literacy standard—sentences and paragraphs make sense
Succinct and concise business writing style
Engages reader with topic and holds reader’s attention
Research and use of theory demonstrates creativity and engagement with topic
Mark:______________Comments:____________________________________________________________________
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BUMKT5901 Assignment 2: Presentation marking criteria
A) VOICE = 10% 1 Comments
Audible and clear
Pronunciation
Appropriate speed
Effective expression
Dynamic range
B) PRESENTATION = 10% 1 Comments
Eye contact
Fidgeting/mannerisms
Use of body language
Engages audience
C) CONTENT = 60% 6 Comments
Brief explanation of issue that
organisation faces and why this needs to be addressed
Goals and objectives explained
Overall proposed marketing mix strategy
Explanation of focus of marketing mix strategy, e.g., is it a promotions led strategy or a product lead or something
Logical justification for proposed strategy supported by evidence; both theoretical and application
D) ORGANISATION = 10% 1 Comments
Logical structure of ideas
Clear links between slides
Overall timing of presentation
E) RESPONSES = 10% 1 Comments
Ability to respond cogently
Mark: __________________ Comments: ______________________________________________________
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