Assessment Details and Submission Guidelines
Trimester T1 2019
Unit Code HI5004
Unit Title Marketing Management
Assessment Type Report
Assessment Title Group assignment
Purpose of the
assessment (with ULO Mapping) This assignment requires your group to undertake the process of analysing one organisation and its operating environments from a marketing perspective. And then apply the learning from lecture 1-9 in the development of marketing strategy. You will provide an overview of this organisation, 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 organisation operates (its industry and the macro-environmental forces impacting on the industry).
Weight 30 % of the total assessments
Total Marks 30 marks
Word limit 3000 words
Due Date Week 10, Friday 31st May, 2019, 11.30pm
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.

HI5004 Marketing Management

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Assignment 1 Specifications
Please note that a draft version of group assignmentmust be submitted by 5pm on Friday 24th May, 2019,
week 9 the latest and includes the following content:
- Topic chosen
- Draft executive summary
- Headings for main body of the essay
- Individual contribution to the essay, detailed by each heading
Please be noted that if the draft version is not submitted, the final submission of the essay will not be marked and a penalty of 1.5 marks is applied to the late submission of the draft version.
Marketing strategy development
This length limit includes any text, figures, tables, in-text references, and appendices. This limit does not
include the cover page, table of contents, or list of references (at the end of assignment).
Formatting: Report and please ensure that the report includes page numbers on each page.
Submission:
It is critical that students have a group and that you have informed me and you have been recorded in the system as part of a group.
Regarding the group assignment, an individual student who has not joined any group and who has not registered in any group in the system cannot submit the group assignment because the link has been set up as a group submission mode (That is, the group submission links are not visible to any individual student who is not a member of any group).
By now, you should see on your course home page and under “Assignments and Due Date” 2 links: 1) Self-check link; and 2) Final submission link;
Use 1) and 2) to upload your written report. Only 1 student (i.e. the group leader) should submit. Once a member has uploaded a report, the other members can no longer upload a duplicate copy of the report.
Requirement:
This assignment requires your group to undertake the process of analysing one organisation and its operating environments from a marketing perspective. And then apply the learning from lecture 1-9 in the development of marketing strategy. You will provide an overview of this organisation, 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 organisation operates (its industry and the macro-environmental forces impacting on the industry).

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Instructions
The report must address the following issues:
**Please note: It is recommended that you follow the outline presented below and answer each question as it is presented.
Issue 1 (10% of marks for the assignment)
Provide a brief description of this organisation and the industry to which it belongs. You may also want to include in this description any mission statements, value statements or ‘slogans’ that this organisation utilizes to communicate its purpose. In describing this organisation, please also identify its orientation towards marketing and provide relevant, detailed and factual supporting evidence to substantiate why you have identified this specific orientation. Finally, include a brief description of the product(s) this organisation offers the market. And comment on what role the brand has in this organisation’s marketing strategy.
Issue 2 (20% of marks for the assignment) Analyse each of the 5Cs for this organisation:
a. Company – what are the strengths and key resources, what are some of the weaknesses? What are the opportunities and threats?
b. Customers – who is the company serving and what type of behaviour is ‘typical’ from them?
c. Collaborators – describe their suppliers, distributors or other partners that help the company to deliver their products to the market? If company doesn’t have any – explain why it is not necessary.
d. Competitors – who are the current main competitors, are there any potential new threats or new entrants to the marketplace?
e. Context – what other factors affect this organisation (e.g., legal, political, technological, etc.)?
Issue 3 (20% of marks for the assignment)
How does the firm go about collecting information (e.g., market research, market intelligence, etc.) about the 5Cs? For example, how does it learn about?
a. What customers want?
b. Which competitors pose a threat?
c. How the context of business is changing, if at all?
d. What role collaborators play in the process?
Issue 4: Developing marketing strategy (25% of assignment marks)
Based on the market analyses, outline potential market segments that are available to the chosen
organisation. Recommend and justify:
- a choice of target market(/s)
- a value proposition for the target market(/s).
HI5004 Marketing Management

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- a positioning statement for the target market(/s).
Issue 5: Developing marketing tactics (25% of assignment marks)
Recommend and justify a detailed marketing mix (4-7Ps) to support the marketing strategy described in Issue 4.
** In all cases, please remember to justify your argument(s) in this assignment by explaining and providing reasoned arguments for why you have formed your views. Please ensure that you support your arguments by explicitly applying and drawing insights and conclusions from relevant marketing models, concepts and theory covered in the course to date. Do not simply rely on offering personal conjecture or opinions.

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Marking criteria
Marking criteria Weighting
Issue 1 (10% of marks for the assignment)
Provide a brief description of this organisation and the industry to which it belongs 10%
Issue 2 (20% of marks for the assignment) Analyse each of the 5Cs for this organisation 20%
Issue 3 (20% of marks for the assignment)
How does the firm go about collecting information (e.g., market research, market intelligence, etc.) about the 5Cs? 20%
Issue 4: Developing marketing strategy (25% of assignment marks)
Based on the market analyses, outline potential market segments that are available to the chosen organisation. 25%
Issue 5: Developing marketing tactics (25% of assignment marks)
Recommend and justify a detailed marketing mix (4-7Ps) to support the marketing strategy described in Issue 4 25%
TOTAL Weight 100%
Assessment Feedback to the Student:
HI5004 Marketing Management

Marking Rubric

Criteria
Issue 1: Provide a brief description of the company and the industry to which it belongs

Unsatisfactory
0.5 to 1 points
Introduces the topic of the research report, but omits a general background of the topic and/or the overall -plan- of the report.

Satisfactory
1.5 to 2 points
Satisfactorily introduces the topic of the research report.
Gives a general background.
Indicates the overall -plan- of the report.

Good
2.25 to 2.5 points
Introduces the topic of the research report in an engaging manner which arouses the reader's interest.
Gives some general background and indicates the overall -plan- of the report.

Very Good
2.75 to 3 points
Introduces the topic of the research report in an extremely engaging manner which arouses the reader's interest.
Gives a detailed general background and indicates the overall -plan-.

1.5 to 2.5 points 3 to 4 points 4.25 to 4.75 points 5 to 6 points
Issue 2: Analyse each of the 5Cs for this company Lists 5 Cs but Inadequate discussion of each element Lists 5Cs and Adequate discussion develops logically Detailed, original discussion develops logically with some connection between 5Cs Logical, insightful, original discussion with well connected

Issue 3: Collecting information for 5Cs
1.5 to 2.5 points
Insufficient information about the company collect information for 5Cs

3 to 4 points
Limited information and discussion about how the company collect information for 5Cs

4.25 to 4.75 points
Adequate discussion about how the company collect information for 5Cs however, still lack some connections between all paragraphs

5 to 6 points
Gives a detailed discussion about how the company collect information for 5Cs

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Issue 4: Developing marketing strategy 1.5 to 3 points 4 to 5 points 5.5 to 6 points 6.5 to 7.5 points
Little/no demonstrated understanding of target market and segmentation Understanding of segmentation, identifies correctly marketing segmentation
Lack of argumentation and discussion about positioning statement Adequate discussion about segmentation and positioning statement Gives a detailed discussion about segmentation, clear argumentation about positioning statement

Issue 5: Developing marketing tactics 1.5 to 3 points 4 to 5 points 5.5 to 6 points 6.5 to 7.5 points
Very little /no discussion about marketing mix States and has some
discussion about marketing mix Sufficient discussion about Marketing Mix
Have some connections with the previous issue Logical, insightful, original discussion with well connected with all previous discussion. Provide clear marketing mix which supports the marketing strategy presented in the previous section.

HI5004 Marketing Management