EASTERN INSTITUTE OF TECHNOLOGY
TE AHO A MÄUI

Semester 2, 2016
MKTY6.06 MARKETING COMMUNICATION
DUE DATE: 10 November 2016
TIME: 9:00 AM
WEIGHTING: OF FINAL GRADE
TOTAL MARKS: 50 MARKS
This assignment must be your own individual effort, correctly referenced following APA (6th ed.) referencing. You are required to submit a signed plagiarism declaration with each assignment.
The School of Business has a policy of no late assignments. However, an assignment handed in up to 24 hours late will be marked. A deduction of 2096 of the total marks available will be made. Any assignments received more than 24 hours late will not be marked but can be used as evidence of completing terms.
INSTRUCTIONS:
Answer all of the following questions and follow the structure given
This assignment requires you to do some research on the internet regarding the chosen organisation.
Presentation is a key aspect of professional marketing. The following criteria will be considered to assess the quality of your work: presentation - clear structure and following of instructions; signs of effort given to this assignment; correct referencing; correct language, grammar and spelling. Your assignment should be word processed in 12 point font, 1.5 spacing between lines, and 3 cm margin on the right side of the page (for marking purposes).
The guideline for this assignment is 2000 words (+/- 5%). Please provide the word count on the submitted assignment. Additional supporting information and other relevant material should be included in an appendix at the end of the report. The appendix and reference list are not included in the word count.
Academic Integrity
Correct referencing (including in-text referencing and a reference list at the end of the assignment) is a requirement of all academic work. The APA format of referencing must be used to acknowledge where you have used other people's material. A reference section acknowledging all sources of material and information must also be provided at the end of the report. If referencing is not used correctly, or not used at all for material which is not your own, this may result in zero marks, and/or plagiarism proceedings.
The principles of academic integrity are set out on the library website - it is expected that you will conform to these requirements. http://www2.eit.ac.nz/library/ls_guides apareferencing.html
A Plagiarism Declaration is attached to all assessments and must be signed and handed in with your assessments (excluding the Exam). Your assignment will only be marked if a signed declaration is submitted. Please note that your signature confirms that you have read and understood the requirements of referencing and you have referenced your work.
Please submit the assignment in class to your lecturer.

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QUESTION ONE: 40 MARKS
XERO - CASE COMPANY
XERO www.xero.com is cloud-based on-line accounting software which was founded in 2006 by Hawke's Bay man, Rod Drury, who is CEO of XERO. You will use this company to answer the questions below. Please cite references when you use material or information from an external source.
1. Research social media sites that Rod Drury uses such as Twitter. Provide five examples of communication by Drury with XERO stakeholders, such as employees or customers. Do you see any evidence of him using Relationship Marketing? Critique how effective you think his communication is, in your opinion, with evidence. (500 words)
(10 marks.)
2. Discuss some methods of internal marketing as communication that Drury might use at XERO. Can you find any evidence of him using one or more of these methods? Discuss what you think might be the most effective internal marketing communication for him to conduct. What countries use XERO? Discuss any effect intercultural communication might have on the company. (500 words)
(10 marks.)
3. Go to the www.xero.com website. Discuss what characteristics you think represents a powerful brand. Does XERO reflect these characteristics or not? Explain. (500 words)
(10 marks.)
4. How might XERO use a Customer Relationship Management system for its on-line accounting software clients? Discuss. (You will need to review what a CRM system is as part of this) (500 words)
(10 marks.)
FORMATTING & PRESENTATION: 10 MARKS
Formatting
Reference List
Only references cited in the assessment are listed in the reference list
• Correct referencing as per APA standards
Professional Presentation
• Paragraphs well-constructed
• The work is free of grammar, spelling and punctuation errors (5 marks)
• The overall writing is clear, legible, well set out and cohesive (5 marks)

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MARKING SCHEDULE:
NAME:
STUDENT ID NUMBER
Question 1.
Five examples of communication with stakeholders
ii. Any evidence of Relationship Marketing?
iii. Critique Rod's communication Marks obtained
10 Rating Scale
Excellent
A-9-10
Excellent
A-9-10
Excellent
A-9-10 V Good B7--8
V Good
B7--8
V Good
B7--8 Adequate
C5--6
Adequate
C5--6
Adequate
C5--6 Below D 3-4
Below
D 3-4
Below
D 3-4 Poor
E -0-2
Poor E- 0-2
Poor
E - 0-2
Question 2.
Internal Marketing
ii. Intercultural communication 10 Excellent
A-9-10
Excellent
A-9-10 V Good
87—8
V Good
B7--8 Adequate
C5--6
Adequate
C5--6 Below
D 3-4
Below
D 3-4 Poor
E - 0-2
Poor
E- 0-2
Question 3.
Characteristics of a brand
ii. Xero's brand characteristics 10 Excellent
A-9-10
Excellent
A-9-10 V Good
B7-8
V Good
B7-8 Adequate
C5--6
Adequate
C5--6 Below
D 3-4
Below
D 3-4 Poor
E -0-2
Poor E - 0-2
Question 4.
Customer Relationship Management systems 10 Excellent A-9-10 V Good
87--8 Adequate C5--6 Below
D 3-4 Poor
E - 0-2
• Reference List
Only references cited in the assessment are listed in the reference list
Correct referencing as per APA standards 5 Excellent
A-9-10 V Good
B7--8 Adequate C5--6 Below
D 3-4 Poor
E -0-2
Professional Presentation
Paragraphs well-constructed
The work is free of grammar, spelling and punctuation errors
The overall writing is clear, legible, well set out and cohesive 5 Excellent V Good A-9-10 B7--8 Adeq uate C5--6 Below
D 3-4 Poor
E - 0-2
TOTAL 50
COMMENTS
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EASTERN INSTITUTE OF TECHNOLOGY
SCHOOL OF BUSINESS
PLAGIARISM DECLARATION
Please copy and attach to your Assignment
Course

Assignment No.
Plagiarism is a breach of EIT academic regulations. Penalties range from a warning to suspension or expulsion as identified in Clause 11.6 of the Student Handbook.
In signing this declaration you acknowledge that you understand:
what constitutes plagiarism that all work submitted for assessment may be screened for plagiarism
that any allegations of plagiarism will be handled according to the School of Business Procedure for Lecturer Allegation of Plagiarism.
I declare that the work submitted is my own work.
Name: ID. (please print)
Programme:
Signed: Date:

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