ASSESSMENT GUIDE
BUSN112: Managing Markets, Semester 2 2020
Assessment 3
Individual Market Analysis Business Report
Weighting [40%] Why this assessment?
This assessment provides you with the opportunity to appraise a data set using learnt descriptive statistical skills in order to demonstrate basic applied understanding of such skills in a marketing context. This assessment will also enable you to demonstrate the ability to interpret numeric data, and derive market or consumer meaning from it.
What are the types of employability skills that I will acquire upon completion of this assessment?
Skill Type
Developed critical and analytical thinking ? Developed ability to solve complex problems ?
Developed confidence to learn independently ? Developed written communication skills ? Developed knowledge in the field of marketing ? Developed work-related knowledge and skills ?
Developed effective research skills ?
Assessment Overview:
Due date: 10 November 2020, 8am
The submission system/Turnitin opens on 3 Nov, 8am. Please access the Turnitin box through a LEO site named -EXAM-BUSN112-National-Semester 2, 2020- on the left side of your LEO page and click on the main exam tile.
Main exam tile will be accessible from 19 Oct.
Weighting: 40%
Length and/or format: 2250-word report
Learning outcomes assessed LO3, LO4
Graduate attributes assessed GA5, GA8, GA9
How to submit: Turnitin created by the Examination Office (Access through a LEO site named -EXAM-BUSN112-NationalSemester 2, 2020 - on the left side of your LEO page and click on the main exam tile).
Main exam tile will be accessible from 19 Oct.
Return of assignment: Not returned
Assessment criteria: See the last page of this document
Context
In assessment 1, you were asked to introduce us to your gym and outline the legal and economic dimensions that were relevant. Then in assessment 2 you explored the key marketing considerations in the form of a persuasive presentation. Now, in your final piece, you will use collected data to justify your marketing strategy and present this in a formal business report.
Instructions
Prior to your assignment being drafted, you will be asked to participate in a class-wide anonymous survey, identifying your opinions about gyms. The results of this survey will be provided to you as a data set, which you can use for a statistical analysis to justify and support your marketing strategy identified in assessment 2.
In your report you will discuss the key identifiers from the dataset provided on LEO that you have chosen to support your marketing strategy. These should be supported by data and your knowledge of statistics. Identifiers may include gender, income, gym opinions, etc.
Consider the following questions:
1. What does the data tell you about the planned locality of your gym?
2. How does this support your strategy?
You may like to draw on additional sources to support these ideas. Be sure to indicate appropriate theories and their applications.
You should create tables and graphs to support your points, but these must be labelled and referenced clearly. Though you may find existing graphs and tables about your market, consider these as inspirational only and create your own using the data set you have been given.
Report writing is formal and intended for professional audiences. You will need to adapt the language you use to suit the audience.
Structure
Title Page Not included in word count
Executive Summary
(approximately 200 words) Not included in word count
Table of Contents Not included in word count
Introduction
(approximately 200 words) Clearly identify which key identifiers you have analysed in your report
Remind us of the key details about your gym
Main body (use subheadings here)
(approximately 1850 words) Discuss the key identifiers
Use headings for each section and sub section
Conclusion
(approximately 200 words)
References For students in the Peter Faber Business School, you are required to use the Harvard style of referencing. If you are in a different School, you are welcome to use the referencing style you have been taught; however, you must indicate this at the top of your reference list.
Appendices Not included in word count
Only use this if you need to provide additional information for reference
How do I submit?
• Electronic submission using LEO through Turnitin (Please access the Turnitin box through a LEO site named -EXAM-BUSN112-National-Semester 2, 2020” on the left side of your LEO page and click on the main exam tile.)
• Please include your student ID number and your name in the assignment file name.
• Submit one soft copy via LEO (link on unit site under Assessment). Please ensure you save a copy of your document before submitting it.
• Include the checklist below in your assessment document
• You must keep a backup copy of every assignment you submit, until the marked assignment has been returned to you. In the unlikely event that one of your assignments is misplaced, you will need to submit your backup copy.
• Any work you submit may be checked by electronic or other means for the purposes of detecting collusion and/or plagiarism.
Checklist for students to submit along with their assignment
My submitted assignment assessment is within the specified word limit (+/-10%) ?
I have included references using the specified referencing style ?
I have correctly cited all my sources and references ?
I have formatted my assessment as per the specifications ?
I have checked my Turnitin assessment to ensure the similarity report is acceptable and explainable ?
I will be able to supply the process output, if required by my lecturer to prove this is my own work (e.g. screen dump of my search and retrieval of journal articles, etc.) ?
I have completed proof reading and checked for spelling and grammar ?
I have submitted my work before the due date/time ?
Some Helpful Websites and Resources
• How to use Excel's Descriptive Statistics Tool
• How to run a t test two sample assuming unequal variances in Excel
• Mean, Median and Mode
• Measures of spread: range, variance & standard deviation
• Primary and Secondary Data
• Representing Data
• Skewness
• Standard Deviation - Explained and Visualized
• Types of Data
Other Resources on all of these topics can be found in the PowerPoint slides, textbook and workshop videos
Who can help me?
Academic skills Unit (ASU)
Studiosity
Post a question to the LEO discussion forum
Seek a consultation with one of the following lecturers:
• Dr. Andrew Papadimos (NLIC) - contact via LEO
• Laura Papadimos – contact via LEO
I’m having problems
SC: Application for Special Consideration Complete this form if you wish to be exempted from academic penalty because your study has been affected by unforeseen circumstances.
EX: Application for extension of time for submission of an Assessment Task Complete this form if you wish to apply for extension of time for submission of this Assessment Task.
Complete this form if you wish to apply for extension of time for submission of this Assessment Task.
Referencing
All referencing should be in ACU Harvard style; however if you are coming from another faculty, you may choose to use your usual referencing style. If this is the case you must indicate at the top of your reference list what referencing style you are using (e.g. APA, MLA, Chicago, etc).
Please ensure your assignment makes use of in-text citations and a reference list. Missing citations or references is equivalent to plagiarism.
Criteria
The full criteria are compiled in a rubric, which can be found on the following page/s.
Rubric for Assessment 3: Market Analysis Business Report - 40% Weighting
Learning Outcomes Criteria Standards
Below Expectations Meets expectations Exceeds Expectations
NN (0-49) PA (50-64) CR (65-74) DI (75-84) HD (85-100)
GA5
LO3
Weight: 20 marks
TL=4
Learning Stage I Different statistical techniques
understood and used to interpret the data for decision making No descriptive analysis is presented. No graphs to demonstrate descriptive
analysis are presented. No
required primary analysis is provided nor clearly demonstrated in tables. No statistical methods to test the hypothesis are correctly identified and used. Results are neither clearly labelled nor clearly presented in tables. No results of the primary analysis are correctly interpreted. No results of hypotheses testing are correctly interpreted. Based on the interpretation of results, no recommendations for the company are presented.
(0 to 9.9 marks)
Some descriptive analysis is presented. Some graphs to demonstrate descriptive analysis are presented. Some primary analysis is provided and clearly demonstrated in tables. Some statistical methods to test the hypothesis are correctly identified and used. Results are adequately labelled and clearly presented in tables. Some results of the primary analysis are correctly interpreted. Some results of hypotheses testing are correctly interpreted. Based on the interpretation of results, adequate recommendations for the company are presented.
(10 to 12.7 marks)
Credible descriptive analysis is presented. Some graphs to demonstrate descriptive analysis are presented. Credible primary analysis is provided and clearly demonstrated in tables. Some statistical methods to test the hypothesis are correctly identified and used. Results are credibly labelled and clearly presented in tables. Some results of the primary analysis are correctly interpreted. Some results of hypotheses testing are correctly interpreted. Based on the interpretation of results, credible recommendations for the company are presented.
(12.8 to 14.7 marks)
Distinctive descriptive analysis is presented. More than a few graphs to demonstrate descriptive analysis are presented. Distinctive primary analysis is provided and clearly demonstrated in tables. Several statistical methods to test the hypothesis are correctly identified and used. Results are distinctively labelled and clearly presented in tables. Most results of the primary analysis are correctly interpreted. Most results of hypotheses testing are correctly interpreted. Based on the interpretation of results, distinctive recommendations for the company are presented.
(14.8 to 16.8 marks)
Highly distinctive analysis is presented. All graphs to demonstrate descriptive analysis are presented. All required primary analysis is provided and clearly demonstrated in tables. All statistical methods to test the hypothesis are correctly identified and used. All results are clearly labelled and clearly presented in tables. All of the results of the primary analysis are correctly interpreted. All of the results of hypotheses testing are correctly interpreted. Based on the interpretation of results, highly distinctive recommendations for the company are presented.
(16.9 to 20 marks)
GA8
LO3
Weight: 4 marks TL=4
Learning Stage I and D Locating, organising , analysing and
synthesising relevant statistical
information and
data into business report Failure to locate, organise, analyse and synthesise relevant statistical
information and data into
business report .
(0 to 1.9 marks) Adequately located, organised, analysed and synthesised relevant statistical information and data into business report .
(2 to 2.5 marks) Credibly located, organised, analysed and synthesised relevant statistical information and data into business report .
(2.6 to 2.9 marks) Distinctively located, organised, analysed and synthesised relevant statistical information and data into business report .
(3 to 3.3 marks) Highly distinctively located, organised, analysed and synthesised relevant statistical information and data into business report .
(3.4 to 4 marks)
6
GA9
LO4
Weight: 16 marks
TL=3
Learning Stage I and D Communication
skills
(style, tone, technical writing
skills, referencing)
(6 marks)
Information presented is incoherent or in a style inappropriate to the task. Significant errors in grammar, punctuation and spelling.
Most or all sources have not been references using in-text citations and a reference list, or there are significant style issues.
(0 to 2.9 marks) Information presented is generally coherent and, in a style, appropriate to the task.
Grammar, punctuation and
spelling is generally correct, with some errors.
All sources are referenced using in-text citations and a reference list with some general errors in style.
(3.0 to 3.8 marks) Information presented in a coherent manner and in a style that is engaging and appropriate to the task. Little error in grammar, punctuation and spelling. All sources are referenced using in-text citations and a reference list with some errors in style.
(3.9 to 4.4 marks)
Information presented in a highly coherent manner and in a style that is engaging and appropriate to the task. There may be minor errors in grammar, punctuation and spelling.
All sources are referenced using in-text citations and a reference list with some minor errors in style.
(4.5 to 5 marks Information presented in a clear and extremely coherent manner, and in a style that is
engaging and highly appropriate to the task. No errors in grammar, punctuation and spelling. All sources are referenced using in-text citations and a reference list with no, or very minor errors in style.
(5.1 to 6 marks)
Notes: GA – Graduate Attribute; LO – Learning Outcome; TL – Taxonomy Level (or level of complexity) (see Bloom’s Taxonomy); Learning Stage – Introduced (I), Developed (D), Assured (A)
6