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This document contains the details for the individual and group assignments for BUMK5902 Marketing Management for Semester 2, 2017. 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 · How 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. The overall purpose of the assessments is for you to demonstrate an “advanced and integrated understanding of a complex body of knowledge” (AQF Level 9—Mastershttp://www.aqf.edu.au/aqf/in-detail/aqf-levels/ ). General Comments There are times when students are their own worst enemy simply because they do not do the basics: 1.Understand the task’s requirements—if you’re not sure then ask but also remember that this is postgraduate study so you should be able to handle some ambiguity—just like in life and the workplace; 2.These assignments require you to use Australian English—you only use other forms when directly quoting a source; 3.Follow the instructions for font size, paragraph spacing, the report’s title page, etc.; 4.Look at the Assessment Criteria Sheets—these show you some vital aspects a.How the marks are allocated—there may be a problem if you write 2 pages on a subsection worth 2 marks but only write 3 pages on a subsection that carries 7 marks b.Identify the areas that should be covered—if the report does not require a Conclusion then do not provide one c.Use it as a checklist—before submitting your paper go down the Assessment Criteria Sheet and tick off each item to make sure you have covered it. It is amazing the number of times students do not bother to do this and they can lose 25% of the total marks simply because they leave out the Executive Summary and the Introduction 5. Have a copy of the General Guide to referencing APA 2016 edition 6e next to you so that you reference as required. This is in the Study Help box (top left hand corner of the Moodle shell) or ctrl click onhttp://studyskills.federation.edu.au/how-to-reference-apa-citation-style/ There is no excuse for not making a reasonable effort at the Executive Summary—make sure you read the file that has been uploaded to the Moodle shell. There is also no excuse for not following the APA referencing guide—pt. 5 states clearly that you are to have it near you when you type your paper. Keep in mind—YOUR REPORT IS YOUR BRAND—if it is slapdash in appearance than that tells the lecturer you do not really care and your mark is likely to reflect this. The Assignments Individual Assignment These assignments are linked as shown in the diagram over the page. In the individual assignment you will, e.g.: 1. Describe a consumer who is representative of a target segment; 2.Analyse this consumer’s shopping using marketing theories and concepts; 3. Write about a high involvement product that the consumer (you) have recently bought (or one that you will buy in the near future): 4.Compare and contrast the decision marking that you went through for the weekly shopping and the shopping for the high involvement product; and 5.Identify key insights from the shopping analyses. Check the Assessment Criteria Sheet at the back of this document for details on how marks are allocated. Group Assignment When you join a group for the second assignment you will select one of the high involvement products that your group members wrote about in the first assignment.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. There are major aspects you need to keep in mind, e.g.: 1.It is the competing product (Hisense in this example) that is the focus of the second assignment; 2.Your group is the STRATEGIC MARKETING TEAM of the firm that markets the competing product—Hisense in this example; 3.The proposed strategy is to change the brand preference of the consumer (as representative of the target segment you identified in the individual assignment) from the nominated product (LG) to the competing product (Hisense); and 4. You are reporting to the CEO and the senior management team so the Executive Summary is critical and so is the presentation. Goals and Objectives, and Relevant Strategies The group assignment requires you to develop a marketing strategy that will change the brand preference of a target consumer segment from one product to another. If you have a strategy then you clearly need some goals and objectives which the strategy will strive for. Invariably students do the following: 1.Make no distinction between a goal and an objective; and 2.Provide a list of strategies to achieve their goals/objectives. Doing this for the group assignment will see your marks slashed. For this assignment you MUST adopt the following approach—this is NON-NEGOTIABLE. A goal covers a ‘theme’, e.g. Brand awareness, Growth, Image. How could you measure these? Examples are: 1.Brand awareness—percentage of the target market that is aware of the brand; 2.Growth—annual increase in sales ($); and 3.Image—percentage of the target market that rates the firm in the industry top quartile for customer service. Objectives are measurable and time specific. Hence, for a three year marketing strategy you may have for the Brand awareness goal the following objectives for the end of each year: 1.Year 1—15%; 2.Year 2—30%; and 3.Year 3—60%. The following table, in this format, MUST be a part of your report. Table 1: Goals and Objectives (2018-2020) Objectives Goals How Measured Year 1 Year 2 Year 3 Brand awareness Percentage of the target market that is aware of the brand 15% 30% 60% Growth Annual increase in sales ($) 2.5m 4m 7.5m Image Percentage of the target market that rates the firm in the industry top quartile for customer service 10% 25% 50% Instead of then just listing a number of strategies for this assignment you MUST write a strategy on how you aregoing to achieve: 1. The Brand awareness goal and objectives; 2. The Growth goal and objectives; and 3. The Image goal and objectives. You write these strategies in the same order as the goals are shown in the table. A few points to note: 1. Goals should be in priority order; 2. They should also follow some logic, e.g. if you are launching a new product then Growth would not be the first goal as you need to create awareness first (based on the Awareness Interest Desire Action model)—so priority and logic may not be so simple to decide; 3. How many goals should you have? Three would be a minimum and I think five would be a maximum although you may have more; and 4. As you write the strategies to achieve each goal you may start to see some overlap. What you do to increase sales may also be something that helps build the brand, i.e. you will see the integrative nature of your strategies. This is desirable—it is just not marketing communications that should be integrative but all sub-functions of marketing need to be. Check the Assessment Criteria Sheet at the back of this document for details on how marks are allocated. The group report also has a presentation—again, how marks are allocated are at the end of this document. The overall purpose of the assessment is for you to demonstrate an ‘advanced and integrated understanding of a complex body of knowledge’ (AQF Level 9—Mastershttp://www.aqf.edu.au/aqf/in-detail/aqf-levels/ ) Good luck with the assignments. Robert Errey MBA Director and Course Coordinator of BUMKT5902 Marketing Management Assessment Task 1 & 2: Turnitin For both Task 1 and 2 you will be required to submit your reports via the Turnitin tab on Moodle.Turnitin is an electronic text matching system that compares text in a student assignment against a database of sources. The database contains copies of electronic text on the Internet, in published works, on commercial databases, and in assignments previously submitted to Turnitin by students in universities all over the world, including assignments obtained from internet sites that sell student papers. See -http://federation.edu.au/current-students/learning-and-study/online-help-with/plagiarism andhttp://policy.federation.edu.au/university/student_plagiarism/ch02.php Report Formatting—General Comments Reports are to satisfy the following requirements. · Report format—business (not an essay)—see Report Writing notes on Moodle and resources below. · 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. · Australian English is required. You only use US English when you are quoting an American source. · Font—Any San Serif font, e.g. Arial. · Size—11. · Paragraphs—fully justified. · Paragraph spacing—one space before and after. · Line spacing—1½ lines. · DO NOT number the title page. Have the Executive Summary and the Table of Contents in a separate Word section and number them with lower case Roman numbers. Put the Introduction in another section and use the standard numbering—1, 2 and so on—making sure you start at 1. · All tables and diagrams must be suitably labelled—they do not form part of the word count—check APA 6e Manual for where you put the table/diagram titles. · APA reference style. http://studyskills.federation.edu.au/how-to-reference-apa-citation-style/ Assessment Task 1: Individual Consumer Analysis—25% Value: 25% of your final mark Due Date: Lecturer to insert day/date/time Style: Business report Submission: Submit via Moodle – Turnitin for report Submission format Word document (NOT pdf) for report via Turnitin icon in Moodle.Filename: Family name_student_ID Excel file (NOT pdf) for shopping matrix via matrix submission icon in Moodle.Filename: Family name_student_ID Length: 2,500—3,000 words Marking criteria: See Assessment Criteria Sheet at the end of this document Overview The overall purpose of this assignment is to build your understanding of the consumer andhow 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 (assessment 2). THIS ASSIGNMENT IS DRIVEN BY THE ANALYSIS OF THE DATA YOU COLLECT ON YOUR SHOPPING. YOU NEED TO RECORD EVERY ITEM SEPARATELY AS SHOWN IN THE SAMPLE MATRIX IN MOODLE. THE MORE YOU SHOP THE MORE DATA YOU HAVE TO ANALYSE. YOU EXPLAIN YOUR SHOPPING BEHAVIOUR BY MAKING REFERENCE TO APPROPRIATE MARKETING THEORIES AND CONCEPTS. TO CONDUCT THE ANALYSIS YOU WILL NEED TO ‘PLAY AROUND WITH THE DATA’, E.G. SPENDING ON NATIONAL BRANDS V HOME BRANDS, PAYMENT BY CREDIT CARD V CASH, PERCENTAGE SPENT ON NECESSITIES (FOOD) V TREATS (A WEEKEND AWAY), ETC. THIS ANLYSIS IS CRITICAL TO PRODUCING A HIGHER QUALITY REPORT. IN THE BODY OF THE REPORT DO NOT WRITE, AS SOME STUDENTS HAVE, ‘ON FRIDAY I BOUGHT A COFFEE FOR $6 AND A PIECE OF CAKE FOR $7.’ DO NOT WRITE A THEORETICAL PAPER. YOUR REPORT WILL HAVE A NUMBER OF TABLES AND CHARTS—DO NOT JUST PUT THEM IN WITHOUT THEM HAVING A RELEVENT TITLE AND SOME REFERENCE MADE TO THEM. Structure Assessment Task One—Individual Consumer Analysis Report—25% Title page · BUMKT5902 Marketing Management · Partner locationSemester 2, 2017 · Individual Assignment—Consumer Behaviour Insights · Your name (Individual Assignment). If you are an international student and also have an English name please write both names · Your student ID · The Due Date and Time—Partner lecturer to add date/time in the format shown in the CD · Submitted to—Partner lecture to add his/her name Executive Summary (not part of word count) · Introductory sentence/short paragraph · Major findings—including key insights and justifications Table of Contents 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). It is best if you can place the consumer (you) in one of the Roy Morgan value segments Analysis of overall purchase behaviour. Support your analysis by integrating marketing theories and concepts with an emphasis on buyer behaviour. Make sure you have a sufficient number of tables and charts in the body of the report Nominated high involvement product—a clear description of the product, the consumer decision making process you went through and the factors that influenced the purchase of the nominated product Compare and contrast the consumer behaviour for overall purchase behaviour (which will generally be low involvement grocery and other products) with the consumer behaviour for the high involvement (nominated) product Provide overall key insights about this consumer (you as representative of a Roy Morgan value segment) and explain the relevance (not recommendations) to a marketing manager. E.g., in describing yourself as a consumer (before any shopping) you may have stated that you were not brand-oriented but your analysis showed that 90% of your purchases were international and national brands. Clearly, this is an important piece of information for the marketing manager when compiling a marketing strategy to attract your business (assignment 2) Appendix (separate Excel file: see Moodle)—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 in Moodle) A Comment about Describing the Consumer It is important that you begin (even before starting the data recording) by describing yourself as a consumer before you have analysed your shopping. This is only worth two marks but is key to the individual and group assignments. For example, Age Gender Marital Status Family Education Level Income (only if relevant) Occupation Generational Cohort e.g. Generation X (adults born between 1961 and 1981) Value Segment Real Conservatism & Conventional Family Life (Levine, Michele and Benjamin, Colin, 1997) You could supplement the above with some of the following but do not overdo it—it is only worth two marks. Psychographics (The Whole Brain Group, 2012) · Concerned with health and appearance · Wants and enjoys a healthy lifestyle but is limited by time · Finds fulfilment in family and career · Prefers the radio over the TV · Loves spending any time available with her daughter · Does not enjoy shopping activities without a purpose · Prefers to save than spend Personality traits Myer Briggs – ESFJ(ESFJ Personality Type According to MBTI Typology, 2013) Myer Briggs – ESFP (ESFP Personality Type According to MBTI Typology, 2013) · Loves people and society, altruistic, supports and cares · Tidy and willing to help · No problem to adapt to the majority, avoids controversy · Respects authority · Seeks contact with other people · Likes control over environment · Strongly oriented to reality and presence · Looks for meaningful activities As you are studying in Australia you should place yourself in one (or maybe a combination of two) of the Roy Morgan Values Segments. Go towww.roymorgan.com click on Products, click on Values Segments and then read all of the segments to decide which segment you belong to. At the end of the above description offer an overall insight as the consumers shopping profile. Use theory to support your insight – seehttps://www.youtube.com/watch?v=9Loljm0Zlxg or https://www.youtube.com/watch?v=YVsJhH_55ws for general explanation on insight theory. 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. Assessment Task 2: Group Business Report—25% Assessment Task 3: Group Business Presentation—10% Report Presentation Value: 25% of your final mark 10% of your final mark Style: Business report PowerPoint slides Length: 2,500—3,000 words Max of 20 slides Date: Lecturer to insert day/date/time Lecturer to insert day/date/time Submission: Submit via Moodle Turnitin —Word document (NOT .pdf) – Filename: Family name_student_ID_product (submit one report per group) Presentation — 3 slides per page handed to lecturer prior to presentation. Also submit via Moodle – PowerPoint file: Family name_student ID_product 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 Report Overview You will form a group (maximum of four group members) and choose ONE of the nominated products that group members wrote about in Assignment One. The second assignment requires the group to develop a NEW marketing mix strategy for a product that competes against 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 marketing mix strategy will create and deliver sufficient customer value for the targeted consumer segment to change its preference from the chosen nominated product. DO NOT simply describe the competing products current marketing mix strategy. You are not to present a marketing strategy that simply lists proposed 7Ps activities. The focus of the report is on explaining how your proposed value proposition and marketing mix strategy WILL CHANGES CONSUMERS’ PREFERENCE AWAY FROM THE SELECTED NOMINATED PRODUCT TO YOUR COMPETING PRODUCT. That is, you are the Marketing Team at the company that is marketing the competing product and the report is for the CEO and the Executive Team. Your value proposition and marketing mix strategy will be graded based on your ability to prove via evidence from your research and analysis that consumers will, or is highly likely to, change their intended purchasing behaviour away from the nominated product chosen from Assignment 1. Integrate concepts of consumer behaviour to provide consumer insights in order to develop a value proposition a marketing mix strategy that changes consumer behaviour. Integrating theory does not mean cut and paste of theory. It means using the theory to structure the logic of your argument or to justify a specific insight or to provide credibility / validity to an assertion.The overall purpose of the assessment is for you to demonstrate an “advanced and integrated understanding of a complex body of knowledge (AQF Level 9– Mastershttp://www.aqf.edu.au/aqf/in-detail/aqf-levels/ ) Structure Assessment Task Two—Group Business Report Title page · BUMKT5902 Marketing Management · Student adds location, Semester 2, 2017 · Group Assignment—Changing Consumer Preference Strategy · Names of each group member (Group Assignment). If you are an international student and also have an English name please write both names · Each group members IDs · The Due Date and Time—Partner lecturer adds this in this format—Wednesday 31st October, 2017 by 8am · Submitted to—Student adds lecturer’s name Executive Summary (not counted in word count)—See Report Writing notes on how write ES Introductory sentence/short paragraph Major findings Major recommendations Table of Contents Introduction Background to the task (include brief description of the product) Purpose of the report Format of the report Target consumer—description and insight. Use the theory of marketing / consumer behaviour to structure. Explain and analyse nominated value proposition and marketing mix strategy Explain competing product value proposition and marketing mix strategy Justify why the proposed value proposition and marketing mix strategy for competing product will change consumers’ preference. Appendix — if required. See Report Writing notes for structure and purpose of appendix Structure Assessment Task Three—Group Presentation 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 20—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 Suggested structure. You do not have stick strictly with this, however, the points detailed below must be covered in some form. You can use Prezi if you wish. If you use Prezi upload .pdf of presentation Slide 1 Title slide: presenters names and ID—show image of two competitng products Slide 2—3 Consumer description structured using marketing theory. NOT just Roy Morgan value segment(s) Slide 4 Key insight regarding consumer behaviour Slide 5—7 Justification of consumer insight using theory, concepts from marketing theory and evidence from analysis Slide 8 Value proposition of nominated product (include photo of product) and justification of value proposition Slide 9 Summary table with description of marketing mix for nominated product from asssessment 1 Slide 10 Value proposition of competing product (include photo) and justification of value proposition Slide 11 Goals and Objectives table with description of marketing mix (to change brand preference) for the competiting product Slide 12—15 Justifiication/proof/logical argument thatwill convince a marketing manager that your proposed value proposition and marketing mix strategy for competing will cause a shift in preference away from nominated product. Critical to justify using the insight of the consumercombined with theory and concepts from marketing and your analysis of the market. Slide 16 Thank you and Questions BUMKT5902 Individual Assignment: Report Marking Criteria CRITERIA (Total Marks = 25) Content (92%) Marks Comments Executive Summary – Opening sentence – Major Findings 4 Introduction – Background (of the task) – Purpose (of this report) – Format (of this report) 1 Clear description of the consumer (pre-data gathering/analysis) 2 Description/analysis of the decision making for the week’s purchases 7 Nominated product—product description and analysis of the decision making 2 Compare/contrast decision making for the week’s purchases and the nominated product 2 Key insights (with justification) 3 Appendix listing ALL purchases for one week incorporating a relevant and structured categorisation of all purchases 2 Structure (4%) 1 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 (4%) 1 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:_______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ BUMKT5902 Group Assignment: Report Marking Criteria Student Student ID Email CRITERIA (Total Marks = 25) Content (85%) Marks Comments Executive Summary – Opening sentence – Major Findings – Major Recommendations 5 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 1 Goals and objectives of the proposed Marketing strategy 2 Marketing mix strategies (7Ps) to create and deliver customer value that change the brand preferenceof the target consumer 7 Justification of how the proposed marketing mix creates and delivers customer value so that consumers switch their preference to your product/brand 4 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 Attachments:

This document contains the details for the individual and group assignments for BUMK5902 Marketing Management for Semester 2, 2017. 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

· How 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.

The overall purpose of the assessments is for you to demonstrate an “advanced and integrated understanding of a complex body of knowledge” (AQF Level 9—Mastershttp://www.aqf.edu.au/aqf/in-detail/aqf-levels/ ).

General Comments

There are times when students are their own worst enemy simply because they do not do the basics:

1.Understand the task’s requirements—if you’re not sure then ask but also remember that this is postgraduate study so you should be able to handle some ambiguity—just like in life and the workplace;

2.These assignments require you to use Australian English—you only use other forms when directly quoting a source;

3.Follow the instructions for font size, paragraph spacing, the report’s title page, etc.;

4.Look at the Assessment Criteria Sheets—these show you some vital aspects

a.How the marks are allocated—there may be a problem if you write 2 pages on a subsection worth 2 marks but only write 3 pages on a subsection that carries 7 marks

b.Identify the areas that should be covered—if the report does not require a Conclusion then do not provide one

c.Use it as a checklist—before submitting your paper go down the Assessment Criteria Sheet and tick off each item to make sure you have covered it. It is amazing the number of times students do not bother to do this and they can lose 25% of the total marks simply because they leave out the Executive Summary and the Introduction

5. Have a copy of the General Guide to referencing APA 2016 edition 6e next to you so that you reference as required. This is in the Study Help box (top left hand corner of the Moodle shell) or ctrl click onhttp://studyskills.federation.edu.au/how-to-reference-apa-citation-style/

There is no excuse for not making a reasonable effort at the Executive Summary—make sure you read the file that has been uploaded to the Moodle shell.

There is also no excuse for not following the APA referencing guide—pt. 5 states clearly that you are to have it near you when you type your paper.

Keep in mind—YOUR REPORT IS YOUR BRAND—if it is slapdash in appearance than that tells the lecturer you do not really care and your mark is likely to reflect this.

The Assignments

Individual Assignment

These assignments are linked as shown in the diagram over the page. In the individual assignment you will, e.g.:

1. Describe a consumer who is representative of a target segment;

2.Analyse this consumer’s shopping using marketing theories and concepts;

3. Write about a high involvement product that the consumer (you) have recently bought (or one that you will buy in the near future):

4.Compare and contrast the decision marking that you went through for the weekly shopping and the shopping for the high involvement product; and

5.Identify key insights from the shopping analyses.

Check the Assessment Criteria Sheet at the back of this document for details on how marks are allocated.

Group Assignment

When you join a group for the second assignment you will select one of the high involvement products that your group members wrote about in the first assignment.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. There are major aspects you need to keep in mind, e.g.:

1.It is the competing product (Hisense in this example) that is the focus of the second assignment;

2.Your group is the STRATEGIC MARKETING TEAM of the firm that markets the competing product—Hisense in this example;

3.The proposed strategy is to change the brand preference of the consumer (as representative of the target segment you identified in the individual assignment) from the nominated product (LG) to the competing product (Hisense); and

4. You are reporting to the CEO and the senior management team so the Executive Summary is critical and so is the presentation.

Goals and Objectives, and Relevant Strategies

The group assignment requires you to develop a marketing strategy that will change the brand preference of a target consumer segment from one product to another. If you have a strategy then you clearly need some goals and objectives which the strategy will strive for. Invariably students do the following:

1.Make no distinction between a goal and an objective; and

2.Provide a list of strategies to achieve their goals/objectives.

Doing this for the group assignment will see your marks slashed. For this assignment you MUST adopt the following approach—this is NON-NEGOTIABLE.

A goal covers a ‘theme’, e.g. Brand awareness, Growth, Image. How could you measure these? Examples are:

1.Brand awareness—percentage of the target market that is aware of the brand;

2.Growth—annual increase in sales ($); and

3.Image—percentage of the target market that rates the firm in the industry top quartile for customer service.

Objectives are measurable and time specific. Hence, for a three year marketing strategy you may have for the Brand awareness goal the following objectives for the end of each year:

1.Year 1—15%;

2.Year 2—30%; and

3.Year 3—60%.

The following table, in this format, MUST be a part of your report.

Table 1: Goals and Objectives (2018-2020)

Objectives

Goals How Measured

Year 1

Year 2

Year 3

Brand awareness Percentage of the target market that is aware of the brand

15%

30%

60%

Growth Annual increase in sales ($)

2.5m

4m

7.5m

Image Percentage of the target market that rates the firm in the industry top quartile for customer service

10%

25%

50%

Instead of then just listing a number of strategies for this assignment you MUST write a strategy on how you aregoing to achieve:

1. The Brand awareness goal and objectives;

2. The Growth goal and objectives; and

3. The Image goal and objectives.

You write these strategies in the same order as the goals are shown in the table. A few points to note:

1. Goals should be in priority order;

2. They should also follow some logic, e.g. if you are launching a new product then Growth would not be the first goal as you need to create awareness first (based on the Awareness Interest Desire Action model)—so priority and logic may not be so simple to decide;

3. How many goals should you have? Three would be a minimum and I think five would be a maximum although you may have more; and

4. As you write the strategies to achieve each goal you may start to see some overlap. What you do to increase sales may also be something that helps build the brand, i.e. you will see the integrative nature of your strategies. This is desirable—it is just not marketing communications that should be integrative but all sub-functions of marketing need to be.

Check the Assessment Criteria Sheet at the back of this document for details on how marks are allocated.

The group report also has a presentation—again, how marks are allocated are at the end of this document.

The overall purpose of the assessment is for you to demonstrate an ‘advanced and integrated understanding of a complex body of knowledge’ (AQF Level 9—Mastershttp://www.aqf.edu.au/aqf/in-detail/aqf-levels/ )

Good luck with the assignments.

Robert Errey

MBA Director and Course Coordinator of BUMKT5902 Marketing Management
Assessment Task 1 & 2: Turnitin

For both Task 1 and 2 you will be required to submit your reports via the Turnitin tab on Moodle.Turnitin is an electronic text matching system that compares text in a student assignment against a database of sources. The database contains copies of electronic text on the Internet, in published works, on commercial databases, and in assignments previously submitted to Turnitin by students in universities all over the world, including assignments obtained from internet sites that sell student papers.

See -http://federation.edu.au/current-students/learning-and-study/online-help-with/plagiarism andhttp://policy.federation.edu.au/university/student_plagiarism/ch02.php

Report Formatting—General Comments

Reports are to satisfy the following requirements.

· Report format—business (not an essay)—see Report Writing notes on Moodle and resources below.

· 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.

· Australian English is required. You only use US English when you are quoting an American source.

· Font—Any San Serif font, e.g. Arial.

· Size—11.

· Paragraphs—fully justified.

· Paragraph spacing—one space before and after.

· Line spacing—1½ lines.

· DO NOT number the title page. Have the Executive Summary and the Table of Contents in a separate Word section and number them with lower case Roman numbers. Put the Introduction in another section and use the standard numbering—1, 2 and so on—making sure you start at 1.

· All tables and diagrams must be suitably labelled—they do not form part of the word count—check APA 6e Manual for where you put the table/diagram titles.

· APA reference style. http://studyskills.federation.edu.au/how-to-reference-apa-citation-style/

Assessment Task 1: Individual Consumer Analysis—25%

Value: 25% of your final mark Due Date: Lecturer to insert day/date/time
Style: Business report Submission: Submit via Moodle – Turnitin for report
Submission format Word document (NOT pdf) for report via Turnitin icon in Moodle.Filename: Family name_student_ID

Excel file (NOT pdf) for shopping matrix via matrix submission icon in Moodle.Filename: Family name_student_ID

Length: 2,500—3,000 words Marking criteria: See Assessment Criteria Sheet at the end of this document

Overview

The overall purpose of this assignment is to build your understanding of the consumer andhow 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 (assessment 2).

THIS ASSIGNMENT IS DRIVEN BY THE ANALYSIS OF THE DATA YOU COLLECT ON YOUR SHOPPING. YOU NEED TO RECORD EVERY ITEM SEPARATELY AS SHOWN IN THE SAMPLE MATRIX IN MOODLE. THE MORE YOU SHOP THE MORE DATA YOU HAVE TO ANALYSE. YOU EXPLAIN YOUR SHOPPING BEHAVIOUR BY MAKING REFERENCE TO APPROPRIATE MARKETING THEORIES AND CONCEPTS.

TO CONDUCT THE ANALYSIS YOU WILL NEED TO ‘PLAY AROUND WITH THE DATA’, E.G. SPENDING ON NATIONAL BRANDS V HOME BRANDS, PAYMENT BY CREDIT CARD V CASH, PERCENTAGE SPENT ON NECESSITIES (FOOD) V TREATS (A WEEKEND AWAY), ETC. THIS ANLYSIS IS CRITICAL TO PRODUCING A HIGHER QUALITY REPORT. IN THE BODY OF THE REPORT DO NOT WRITE, AS SOME STUDENTS HAVE, ‘ON FRIDAY I BOUGHT A COFFEE FOR $6 AND A PIECE OF CAKE FOR $7.’

DO NOT WRITE A THEORETICAL PAPER.

YOUR REPORT WILL HAVE A NUMBER OF TABLES AND CHARTS—DO NOT JUST PUT THEM IN WITHOUT THEM HAVING A RELEVENT TITLE AND SOME REFERENCE MADE TO THEM.

Structure Assessment Task One—Individual Consumer Analysis Report—25%

Title page

· BUMKT5902 Marketing Management

· Partner locationSemester 2, 2017

· Individual Assignment—Consumer Behaviour Insights

· Your name (Individual Assignment). If you are an international student and also have an English name please write both names

· Your student ID

· The Due Date and Time—Partner lecturer to add date/time in the format shown in the CD

· Submitted to—Partner lecture to add his/her name

Executive Summary (not part of word count)

· Introductory sentence/short paragraph

· Major findings—including key insights and justifications

Table of Contents

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). It is best if you can place the consumer (you) in one of the Roy Morgan value segments

Analysis of overall purchase behaviour. Support your analysis by integrating marketing theories and concepts with an emphasis on buyer behaviour. Make sure you have a sufficient number of tables and charts in the body of the report

Nominated high involvement product—a clear description of the product, the consumer decision making process you went through and the factors that influenced the purchase of the nominated product

Compare and contrast the consumer behaviour for overall purchase behaviour (which will generally be low involvement grocery and other products) with the consumer behaviour for the high involvement (nominated) product

Provide overall key insights about this consumer (you as representative of a Roy Morgan value segment) and explain the relevance (not recommendations) to a marketing manager. E.g., in describing yourself as a consumer (before any shopping) you may have stated that you were not brand-oriented but your analysis showed that 90% of your purchases were international and national brands. Clearly, this is an important piece of information for the marketing manager when compiling a marketing strategy to attract your business (assignment 2)

Appendix (separate Excel file: see Moodle)—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 in Moodle)

A Comment about Describing the Consumer

It is important that you begin (even before starting the data recording) by describing yourself as a consumer before you have analysed your shopping. This is only worth two marks but is key to the individual and group assignments. For example,

Age
Gender
Marital Status
Family
Education Level
Income (only if relevant)
Occupation
Generational Cohort e.g. Generation X (adults born between 1961 and 1981)
Value Segment Real Conservatism & Conventional Family Life (Levine, Michele and Benjamin, Colin, 1997)

You could supplement the above with some of the following but do not overdo it—it is only worth two marks.

Psychographics

(The Whole Brain Group, 2012)

· Concerned with health and appearance

· Wants and enjoys a healthy lifestyle but is limited by time

· Finds fulfilment in family and career

· Prefers the radio over the TV

· Loves spending any time available with her daughter

· Does not enjoy shopping activities without a purpose

· Prefers to save than spend

Personality traits

Myer Briggs – ESFJ(ESFJ Personality Type According to MBTI Typology, 2013) Myer Briggs – ESFP (ESFP Personality Type According to MBTI Typology, 2013)

· Loves people and society, altruistic, supports and cares

· Tidy and willing to help

· No problem to adapt to the majority, avoids controversy

· Respects authority

· Seeks contact with other people

· Likes control over environment

· Strongly oriented to reality and presence

· Looks for meaningful activities

As you are studying in Australia you should place yourself in one (or maybe a combination of two) of the Roy Morgan Values Segments. Go towww.roymorgan.com click on Products, click on Values Segments and then read all of the segments to decide which segment you belong to.

At the end of the above description offer an overall insight as the consumers shopping profile. Use theory to support your insight – seehttps://www.youtube.com/watch?v=9Loljm0Zlxg or https://www.youtube.com/watch?v=YVsJhH_55ws for general explanation on insight theory.

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.

Assessment Task 2: Group Business Report—25% Assessment Task 3: Group Business Presentation—10%

Report Presentation
Value: 25% of your final mark 10% of your final mark
Style: Business report PowerPoint slides
Length: 2,500—3,000 words Max of 20 slides
Date: Lecturer to insert day/date/time Lecturer to insert day/date/time
Submission: Submit via Moodle Turnitin —Word document (NOT .pdf) – Filename: Family name_student_ID_product (submit one report per group) Presentation — 3 slides per page handed to lecturer prior to presentation. Also submit via Moodle – PowerPoint file: Family name_student ID_product
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

Report Overview

You will form a group (maximum of four group members) and choose ONE of the nominated products that group members wrote about in Assignment One. The second assignment requires the group to develop a NEW marketing mix strategy for a product that competes against 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 marketing mix strategy will create and deliver sufficient customer value for the targeted consumer segment to change its preference from the chosen nominated product. DO NOT simply describe the competing products current marketing mix strategy.

You are not to present a marketing strategy that simply lists proposed 7Ps activities. The focus of the report is on explaining how your proposed value proposition and marketing mix strategy WILL CHANGES CONSUMERS’ PREFERENCE AWAY FROM THE SELECTED NOMINATED PRODUCT TO YOUR COMPETING PRODUCT.

That is, you are the Marketing Team at the company that is marketing the competing product and the report is for the CEO and the Executive Team.

 

Your value proposition and marketing mix strategy will be graded based on your ability to prove via evidence from your research and analysis that consumers will, or is highly likely to, change their intended purchasing behaviour away from the nominated product chosen from Assignment 1.

Integrate concepts of consumer behaviour to provide consumer insights in order to develop a value proposition a marketing mix strategy that changes consumer behaviour. Integrating theory does not mean cut and paste of theory. It means using the theory to structure the logic of your argument or to justify a specific insight or to provide credibility / validity to an assertion.The overall purpose of the assessment is for you to demonstrate an “advanced and integrated understanding of a complex body of knowledge (AQF Level 9– Mastershttp://www.aqf.edu.au/aqf/in-detail/aqf-levels/ )

Structure Assessment Task Two—Group Business Report

Title page

· BUMKT5902 Marketing Management

· Student adds location, Semester 2, 2017

· Group Assignment—Changing Consumer Preference Strategy

· Names of each group member (Group Assignment). If you are an international student and also have an English name please write both names

· Each group members IDs

· The Due Date and Time—Partner lecturer adds this in this format—Wednesday 31st October, 2017 by 8am

· Submitted to—Student adds lecturer’s name

Executive Summary (not counted in word count)—See Report Writing notes on how write ES

Introductory sentence/short paragraph

Major findings

Major recommendations

Table of Contents

Introduction

Background to the task (include brief description of the product)

Purpose of the report

Format of the report

Target consumer—description and insight. Use the theory of marketing / consumer behaviour to structure.

Explain and analyse nominated value proposition and marketing mix strategy

Explain competing product value proposition and marketing mix strategy

Justify why the proposed value proposition and marketing mix strategy for competing product will change consumers’ preference.

Appendix — if required. See Report Writing notes for structure and purpose of appendix

Structure Assessment Task Three—Group Presentation

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 20—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

Suggested structure. You do not have stick strictly with this, however, the points detailed below must be covered in some form. You can use Prezi if you wish. If you use Prezi upload .pdf of presentation

Slide 1 Title slide: presenters names and ID—show image of two competitng products
Slide 2—3 Consumer description structured using marketing theory. NOT just Roy Morgan value segment(s)
Slide 4 Key insight regarding consumer behaviour
Slide 5—7 Justification of consumer insight using theory, concepts from marketing theory and evidence from analysis
Slide 8 Value proposition of nominated product (include photo of product) and justification of value proposition
Slide 9 Summary table with description of marketing mix for nominated product from asssessment 1
Slide 10 Value proposition of competing product (include photo) and justification of value proposition
Slide 11 Goals and Objectives table with description of marketing mix (to change brand preference) for the competiting product
Slide 12—15 Justifiication/proof/logical argument thatwill convince a marketing manager that your proposed value proposition and marketing mix strategy for competing will cause a shift in preference away from nominated product. Critical to justify using the insight of the consumercombined with theory and concepts from marketing and your analysis of the market.
Slide 16 Thank you and Questions

BUMKT5902 Individual Assignment: Report Marking Criteria

CRITERIA (Total Marks = 25)
Content (92%)

Marks

Comments
Executive Summary

– Opening sentence

– Major Findings

4

Introduction

– Background (of the task)

– Purpose (of this report)

– Format (of this report)

1

Clear description of the consumer (pre-data gathering/analysis)

2

Description/analysis of the decision making for the week’s purchases

7

Nominated product—product description and analysis of the decision making

2

Compare/contrast decision making for the week’s purchases and the nominated product

2

Key insights (with justification)

3

Appendix listing ALL purchases for one week incorporating a relevant and structured categorisation of all purchases

2

Structure (4%)

1

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 (4%)

1

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:_______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

BUMKT5902 Group Assignment: Report Marking Criteria

Student Student ID Email
CRITERIA (Total Marks = 25)
Content (85%)

Marks

Comments
Executive Summary

– Opening sentence

– Major Findings

– Major Recommendations

5

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

1

Goals and objectives of the proposed Marketing strategy

2

Marketing mix strategies (7Ps) to create and deliver customer value that change the brand preferenceof the target consumer

7

Justification of how the proposed marketing mix creates and delivers customer value so that consumers switch their preference to your product/brand

4

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

Attachments:

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