Assignment Details This document contains the details for the individual and group assignments for BUMK5902 Marketing Management for Semester 3, 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. 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 – Masters http://www.aqf.edu.au/aqf/in-detail/aqf-levels/ ) Good luck with the assignments. 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 and http://policy.federation.edu.au/university/student_plagiarism/ch02.php The maximum you are permitted to have in your originality report is 15%. This excludes bibliography; in text references and direct quotes. Your lecturer will explain this in more detail. Note, plagiarism carries a range of penalties up to an including a grade of zero for this subject. Assessment Task 1: Individual Business Report – 20% Value: 20% 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 - Filename: Family name_student_ID Excel file (NOT .pdf) for shopping matrix via matrix submission folder - Filename: Family name_student_ID Length: 2,500 – 3,000 words Marking criteria: See Assessment Criteria Sheet at the end of this document Reports are to satisfy the following requirements—in this order. • Sign and attach to your report a Business School Assignment Cover sheet. This is 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. • 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. • Font— Any San Serif font, e.g. Arial. • Size—11. • Paragraphs—fully justified. • Paragraph spacing—one space before and after. • Line spacing—1½ lines. • 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   Structure Assessment Task One — Individual Business Report • Title page o BUMKT5902 Marketing Management o PARTNER ADD—LOCATION AND TERM o Individual Assignment—Consumer Behaviour Insights o Your name (Individual Assignment). If you are an international student and also have an English name please write both names o Your student ID o The Due Date and Time—PARTNER ADD o Submitted to— PARTNER ADD • Executive Summary (not part of word count – graded based on Report Writing notes) o Introductory sentence/short paragraph o Major findings—key insights and justifications • Table of Contents • Introduction – See Report Writing notes for explanation on structure o Background to the task o Purpose of the report o Format of the report • Description of the consumer (MUST be completed BEFORE you record/analyse your shopping). • 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 (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) Overview The overall purpose of this assignment is to 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 (assessment 2). You must develop and overall insight regarding the consumer, making the focus of the report on "proving" your insight to a marketing manager. The insight could be regarded as your "answer" and your analysis and the integrated theory is your "working out"; the same approach if you were explaining an answer to a math problem. See notes on Report Writing. 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 – Masters http://www.aqf.edu.au/aqf/in-detail/aqf-levels/ ) 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, ' 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) 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 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. At the end of the above description offer an overall insight as the consumers shopping profile. Use theory to support your insight – see https://www.youtube.com/watch?v=9Loljm0Zlxg or https://www.youtube.com/watch?v=YVsJhH_55ws for general explanation on insight theory 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, 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 (why are they low involvement? Are all your weekly purchases low involvement?). Explain what influenced your purchase decision over the week. Analyse of your purchase over the week and combine this with marketing and consumer behaviour theories/concepts to explain your decision making process for your purchases. 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. Please aim to provide at least three different academic (text or journals) for this section – see 658.8 in the library for text books. Use APA (in-text) referencing: FedUni Library – Third Step 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 (why is this purchase high involvement? It is higher involvement than some of your weekly purchases? Why?). 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. You need to detail how and in what ways marketing and consumer behaviour theories/concepts, influence (or influenced) your decision making process for your nominated. 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. Please aim to provide at least three different academic (text or journals) for this section – see 658.8 in the library for text books. Use APA (in-text) referencing: FedUni Library - Referencing Fourth Step Compare and contrast your buying behaviour for the products purchased over the week with your buying behaviour of your nominated product. This section is critical to the report and is the opportunity to fully explain your key contention or insight regarding the behaviour of the consumer developed as a result of the three steps above. Please aim to provide at least four different academic (text or journals) for this section – see 658.8 in the library for text books. Use APA (in-text) referencing: FedUni Library - Referencing 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. You need to detail how and in what ways marketing strategy (changing / influencing consumer behaviour) can occur as a result of your insights from step four. Again, you will frame your response integrating theory to structure your response. Please aim to provide at least three different academic (text or journals) for this section – see 658.8 in the library for text books. Use APA (in-text) referencing: FedUni Library - Referencing 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 1, 2 & 3: Resources Below is a range of resources that will assist you throughout your degree. As you are seeking to enhance your problem solving skills and demonstrate an "advanced and integrated understanding of a complex body of knowledge" (AQF Level 9 – Masters http://www.aqf.edu.au/aqf/in-detail/aqf-levels/ ) it is critical that you can demonstrate a structured approach to your thinking. Your assessment is graded based on you meeting the AQF Level 9 requirements. There is an expectation that you are using the resources below or the resources available to you in the assignment folder to assist in achieving this. Logic If you want to improve the strength of your argument / writing it strongly recommended that you purchase The Case Study Handbook: How to Read, Discuss, and Write Persuasively About Cases by William Ellet - This book is an excellent resources in any degree where creating a logical, coherent argument in support of a recommendation or key insight is the primary focus (e.g. a business degree) http://www.amazon.com/Case-Study-Handbook-Discuss-Persuasively-ebook/dp/B0106P71RS/ref=mt_kindle?_encoding=UTF8&me= Key Business Solutions: Essential problem-solving tools and techniques that every manager needs to know (Financial Times Series) 1st Edition by Antonio E. Weiss . This book has an excellent approach to problem solving as well as providing a description of all the main tools of business analysis http://www.amazon.com/Key-Business-Solutions-problem-solving-techniques-ebook/dp/B00A8EZL7A/ref=mt_kindle?_encoding=UTF8&me= Think Smarter: Critical Thinking to Improve Problem-Solving and Decision-Making Skills by Michael Kallet - Simple and yet detailed book on how approach problem solving http://www.amazon.com/Think-Smarter-Critical-Problem-Solving-Decision-Making-ebook/dp/B00JOIGXP0/ref=tmm_kin_title_0?_encoding=UTF8&qid=1445814846&sr=8-1 Writing If you are not familiar with writing in a business context it is strongly recommended you purchase: HBR Guide to Better Business Writing by Bryan A. Garner. http://www.amazon.com/Guide-Better-Business-Writing-Series-ebook/dp/B00B0YPJ0G Presenting If you are not familiar with presenting in a business context it is strongly recommended you purchase: HBR Guide to Persuasive Presentations by Nancy Durate – Nancy Durate teaches Harvard students how to present. You will find some excellent presentations by Nancy on Youtube. http://www.amazon.com/HBR-Guide-Persuasive-Presentations-Series-ebook/dp/B009G1W9JO/ref=pd_sim_351_1?ie=UTF8&refRID=1DHZJH3QV7CE72ME7M7K Presentation Zen by Garr Reynolds – Fantastic book if you want to break free on boring and unengaging presentation. http://www.amazon.com/Presentation-Zen-Simple-Delivery-Edition/dp/0321811984 Assessment Task 2: Group Business Report – 20% Assessment Task 3: Group Business Presentation – 10% Report Presentation Value: 20% 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 three 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 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 – Masters http://www.aqf.edu.au/aqf/in-detail/aqf-levels/ ) Step 1 – Consumer Analysis - (500/600 words) Describe the consumer / segment using the theory and frameworks from marketing to structure the information you are presenting. It is suggested you research a wide range of general marketing textbooks (658.8 in any library anywhere in the world) to find the most appropriate visual representation / structure to present your information and analysis. The purpose of using these frameworks is to provide a clear structure to the information you are communicating to your reader. At the end of this section there must be an overall insight regarding the buying behaviour (need triggers, information search patterns, criteria for evaluating product alternatives, etc) of the target segment. This insight will be one of the underpinning components for the justification of your proposed marketing mix strategy. Please aim to provide at least four academic (text or journals) for this section. Use APA (in-text) referencing: FedUni Library - Referencing Step 2 – Competitor Marketing Mix Analysis - (500/600 words) For the nominated product that the consumer is intending to purchase, undertake an analysis of the value proposition and marketing mix for that brand/product. For example, your chosen nominated product may be the LG 55 inch full HD3D TV. You will analyse the current brand/product value proposition and marketing mix strategy with a focus on explaining why the value proposition and marketing mix of the brand might influence the decision making of the consumer / target segment to purchase this particular brand/product. Your analysis will need to be based on (evidenced by) examples of marketing communication, pricing, description of current channels of distribution, and product specifications. These can be included in the appendix of the report. DO NOT just describe the marketing mix of your nominated product As you only have 2000-3000 words the information in the body of the report may be presented as a table followed by you analysis of the table. Refer to Report Writing document in the assignment folder – see section on visualisation. The end of this section must provide an overall insight as to why the value proposition and marketing mix of the nominated product might influence the consumer target market's decision making toward this product. You must be able justify your using theory and concepts from marketing Step 3 – Proposed marketing mix strategy for competing product – (1,000 words) For the product that is competing against the nominated product, e.g. the Hisense 55 inch full HD3D TV, you are to provide a clear value proposition statement and detailed marketing mix strategy whose goal is to change the consumer's preferences away from the nominated product e.g. LG 55 inch full HD3D TV. As stated above, DO NOT explain the current marketing mix strategy but rather develop a marketing mix strategy the reflects your insight of the consumer in step one Do not simply list proposed marketing mix activities. You will need to detail the goals and objectives of your marketing mix strategy, the value proposition your brand/product offers and along with a detailed description of your marketing mix strategy. Step 4 – Justify proposed marketing mix strategy for competing product – (500 words) The key focus of this section, is to explain and justify, using theory from marketing and the information analysed in steps 1, 2 & 3 above, why your proposed marketing mix strategy and value proposition will, or is highly likely to, change the consumer target market's intended purchasing behaviour away from the nominated product. You are to use at least six additional textbook or journal articles from those used in step 1 above. Use APA (in-text) referencing : FedUni Library - Referencing As you only have 2000-3000 words the list of marketing mix activities may be presented in the body of the report as a table followed by your analysis of the table. Refer to Report Writing document in the assignment folder – see section on visualisation.   Structure Assessment Task Two — Group Business Report • Report format—business (not an essay) – See below and Report Writing. • 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— Any San Serif font, e.g. Arial. • Size—11. • Paragraphs—fully justified. • Paragraph spacing—one space before and after. • Line spacing—1½ lines. • 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 • Signed and attached Business School Assignment Cover sheet. There are cover sheets for 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. Structure Assessment Task Two — Group Business Report Title page o BUMKT5902 Marketing Management o PARTNER ADD—LOCATION AND TERM o Group Assignment—Changing Consumer Preference Strategy o Names of each group member (Group Assignment). If you are an international student and also have an English name please write both names o Each group members IDs o The Due Date and Time—PARTNER ADD o Submitted to— PARTNER ADD 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 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 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 Table with description of marketing mix for competiting product Slide 12 – 15 Justifiication / proof / logical argument that will 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 consumer combined with theory and concepts from marketing and your analysis of the market. Slide 16 Thank you and Questions 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 3 Introduction—covering - Background (of the task) - Purpose (of this report) - Format (of this report) 1 Clear description of the consumer (pre-data gathering/analysis) 1 Description/analysis of the decision making for the week's purchases 4 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) 4 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:_________________________________________________________________ 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 3 Introduction—covering - Background (of the task) - Purpose (of this report) - Format (of this report) 1 Clear description of the target consumer 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 1 Marketing mix strategies (4Ps/7Ps) to create and deliver customer value that change the brand preference of the target consumer 4 Justification of how the proposed marketing mix creates and delivers customer value so that consumers switch their preference to your product/brand 6 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:______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ ___________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________   BUMKT5901 Assignment 2: Presentation marking criteria Must be attached at the front of the presentation Presentation Date: Name: ID: Name: ID: Name: ID: 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 Description of consumer and insight on consumer behaviour. Justification of insight Explanation & justification of nominated product value proposition Description & analysis of nominated product marketing mix Explanation & justification of competing product proposed value proposition Description of proposed marketing mix for competing Logical justification for proposed marketing mix strategy supported by evidence from consumer insight, theory and general market research 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: ____________________________________________