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Melbourne Institute of Technology Pty Ltd CRICOS Provider No: 01545C, 03245K NSW
Assessment Details and Submission Guidelines Unit Code: BB105 Unit Title: Marketing Principles Assessment Type: Group Assessment,Trimester 1 2017 Assessment Title: Marketing Plan Assessment Part 1 – Draft marketing plan and peer feedback Assessment Part 2 – Final marketing plan Assessment Part 3 – Presentation Purpose of the assessment The purpose of thisassessmentis to assess the following Learning Outcomes: a. Identify and explain core concepts of marketing and the role of marketing in business and society b. Identify and choose appropriate marketing mixes for specific industries c. Develop marketing strategies in order to achieve a competitive market advantage d. Apply knowledge and skills to real-world experiences through integrated marketing plans e. Match unique marketing mixes and selling propositions for specific product offerings
On successful completion, students are expected to demonstrate the following Graduate Attributes: 1. Ability to communicate 2. Independent and lifelong learning 3. Ethics 4. Analytical and problem solving 5. Teamwork ,cooperation, participation and leadership 6. Specialist knowledge of a field of study
Weight: Marketing Plan – 40% Assessment Part 1 – Draft marketing plan and peer feedback – 5% Assessment Part 2 – Final marketing plan – 25% Assessment Part 3 – Presentation – 10% Total Marks: Marketing Plan – 40 marks Assessment Part 1 – Draft marketing plan and peer feedback – 5 marks Assessment Part 2 – Final marketing plan – 25 marks Assessment Part 3 – Presentation – 10 marks Word limit Marketing Plan – 3000 words Assessment Part 1 – Draft marketing plan and peer feedback – 1500 words Assessment Part 2 – Final marketing plan – 3000 words Release Date: Week 1 Due Date: A Assessment Part 1 – Draft marketing plan and peer feedback – Week 6 and 7 A Assessment Part 2 – Final marketing plan – Week 11 Assessment Part 3 – Presentation – Week 11 Submission Guidelines: All work must be submitted via Turnitin by the due date along with a
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completed Assignment Cover Page. The assignment must be in Ms Word format,1.5 spacing, 11-pt Calibri (Body) font and 2 cm margins on all four sides of your page with appropriate section headings. Reference sources must be cited in the text of the report, and listed appropriately at the end in a reference list using APA referencing style. Extension If an extension of time to submit work is required, a Special Consideration Application must be submitted directly to the School's Administration Officer, in Melbourne on Level 6 or in Sydney on Level 7. You must submit this application three working days prior to the due date of the assignment. Further information is available at: http://www.mit.edu.au/about-mit/institute-publications/policiesprocedures-and-guidelines/specialconsiderationdeferment Presentation To be held during class 15 minutes presentation time 5 minutes question and answer Presentation should be in form of a power point Use visual aids
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1.0 Assessment overview This is a group task in which you will be working in a team of two people to develop a marketing plan for the McDonald’s company that is based in the Australian market. Gather the information and data required to write the marketing plan by conducting research using journal articles, business magazines, business reports and world wide web. Use IBISWorld that is available online through MIT library to access market research reports, industry research reports and company research reports to gather business information such as customer data and company data in order to write the marketing plan. The research can also be through observation.
Use APA reference style to present the references. The marketing plan must consists of minimum 10 academic resources including peer reviewed journal articles. The marketing plan should have a reference list at the end of the report. Enter your references into your own citation library using a citation tool such as Refworks which is available at MIT library. Your in-text references and the reference list can be automatically generated in ‘APA’ format using this tool.
Each group member must contribute evenly to the group report and presentation. Each group will appoint a group leader who is responsible for setting meeting agendas, group meetings, allocating tasks and submitting the assessment electronically through Turnitin by the due date.
2.0 Assessment tasks and requirements The marketing plan will be done in three different stages:
2.1 Assessment Part 1 – Draft marketing plan and peer feedback Due Date: Week 6 and Week 7 Weight: 5% Format: The report should use Calibri Body (Font size 11) as the normal text and have margins of 2.5cm all around. Please use reasonable font sizes for headings. Word limit: 1500 words for the draft marketing plan Submission: Submit the draft marketing plan to the assigned group for peer feedback by emailing it out to them and send a copy of that email to your lecturer in Week 8. The peer feedback must be given back to the students in week 9 via email and send a copy of that email to the lecturer.
Students will develop a draft marketing plan based on the guidelines provided below. The draft marketing plan will be submitted to the assigned group for peer feedback in week 6. Peer feedback needs to be provided by week 7.
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2.2 Assessment Part 2 – Final marketing plan Due Date: Week 11 Weight: 25% Format: The report should use Calibri Body (Font size 11) as the normal text and have margins of 2.5cm all around. Please use reasonable font sizes for headings. Word limit: 3000 words for the draft marketing plan Submission: Ensure that the assessment is submitted with the completed assignment cover sheet as appropriate.An electronic copy of the assessment must be submitted via the Turnitin link on MIT Moodle.
The students will complete the final marketing plan report in Week 11 based on the guidelines provided below.
2.3 Assessment Part 3 – Presentation Due Date: Week 11 (During the lecture and tutorial time) Weight: 10% Submission: Ensure that the electronic copy of the presentation must be submitted via the Turnitin link on MIT Moodle.
The students will present the marketing plan as a group in class in week 11. Refer to guidelines below for further information on carrying out the presentation.
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3.0 Assessment Guidelines
3.1 Assessment Part 1 – Peer feedback guidelines Use the below peer review form to assess your peer’s draft marketing plan.
Group providing peer feedback: Student Name: ___________________________ Student ID: __________________ Student Name: ___________________________ Student ID: __________________
Group receiving peer feedback: Student Name: ___________________________ Student ID: __________________ Student Name: ___________________________ Student ID: __________________
Criteria Comments Market and Situation Analysis Various environmental forces are clearly stated, defined and applied to the McDonald’s company.
SWOT Analysis Strengths, weaknesses, opportunities and threats are critically analysed and demonstrate a good working knowledge of the Australian market and McDonald’s Company.
Market Segmentation and Customer Analysis Customer base for the McDonald’s company is clearly identified and analysed.
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Organisation’s Objectives and Goals Objectives and goals of McDonald’s Australia are systematically presented and discussed.
Strategies and Tactics The strategy behind McDonald’s marketing mix (product, price, place and promotion) for the Australian market is clearly discussed.
Overall Comments:
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3.2 Assessment Part 2 - Marketing plan format and guidelines
Use the below format to write your marketing plan. For further detailed information on each one of the below sections please refer to the marketing plan template provided on Moodle. The students will also use the learning materials provided in lectures and tutorials to write the marketing plan.
1. Executive Summary (250 words) 2. Market and Situation Analysis (500 words) - Economic Environment - Socio-cultural Environment - Technological environment - Competitive environment - Political environment - Legal and regulatory environment 3. SWOT Analysis (500 words) - Strengths - Weaknesses - Opportunities - Threats 4. Market Segmentation and Customer Analysis (500 words) - Market Segmentation - Target Market and Segment Characteristics 5. Organisation’s Objectives and Goals “Where the business needs to be” (500 words) - Mission Statement - Objectives for volumes, sales, market shares, gross margins, net profit, return on investment 6. Strategies and Tactics "How to get there"(500 words) - Product Strategy - Price Strategy - Place Strategy - Promotion Strategy 7. Conclusion (250 words)
3.3 Assessment Part 3 - Group presentation guidelines Each group will have 15 minutes to present their marketing plan and the findings and 5 minutes of question time. It will be 20 minutes in total with 5 minutes question time inclusive. The presentation must be done in a form of a power point. The group is encouraged to use visual aids during the presentation such as flyers, handouts, posters, models, flip charts, artefacts, whiteboards or props. The students can use following in their power point slides: charts, graphs, statistics, pictures, photos and other graphics.
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4.0 Marking Guide
4.1 Assessment Part 1 – Peer feedback marking guide
Student Name: ___________________________ Student ID: __________________ Student Name: ___________________________ Student ID: __________________
Assessment Criteria Criteria Weighting
Earned Mark
Comments
Market and Situation Analysis - Productive and detailed feedback given
1
SWOT Analysis - Productive and detailed feedback given
1
Market Segmentation and Customer Analysis - Productive and detailed feedback given
1
Organisation’s Objectives and Goals - Productive and detailed feedback given
1
Strategies and Tactics - Productive and detailed feedback given
1
Total 5
Overall Comments:
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4.2 Assessment Part 2 – Marketing plan marking guide
Student Name: ___________________________ Student ID: __________________ Student Name: ___________________________ Student ID: __________________
Assessment Criteria Criteria Weighting
Earned Mark
Comments
Executive Summary Clearly summarises the overview of the marketing plan. Following should be included inthe executive summary - Brief description of products - Define target market - Competitive advantage - Positioning statement
2
Market and Situation Analysis The market analysis should critically evaluate the Australian market environment in terms of its economy, socio-culture, technology, competitiveness, political and legal environments. The focus with reference to a range of sources including theoretical knowledge and literature, industrial reports and observations as appropriate.
4
SWOT Analysis The analysis should critically evaluate the strengths, weaknesses, opportunities and threats faced by the McDonald’s company in Australia. The focus with reference to a range of sources including theoretical knowledge and literature, industrial reports and observations as appropriate.
4
Market Segmentation and Customer Analysis The customer base is clearly identified and demonstrates a detailed discussion of segmentation.
4
Organisation’s Objectives and Goals McDonald’s Australia company’s objectives and goals are succinctly stated and described.
4
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Strategies and Tactics Systematically and methodically analyse the marketing strategies for the McDonlad’s Australia company’s product, price, place and promotion. The focus with reference to a range of sources including theoretical knowledge and literature, industrial reports and observations as appropriate.
4
Conclusion Conclusion is logical and reflect an informed evaluation tied to a range of information. Placed perspectives discussed in priority order.
2
References - Skilful use of high quality, credible, relevant 10 or more academic sources to develop ideas. Accurate in-text citations and references using the appropriate APA style. All sources cited. Appropriate paraphrasing and use of direct quotes.
- Excellent integration of academic sources to support argument.
1
Total
25
Overall Comments:
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4.3 Assessment Part 3 – Presentation marking guide
Student Name: ___________________________ Student ID: __________________ Student Name: ___________________________ Student ID: __________________
Assessment Criteria Criteria Weighting
Earned Mark
Comments
Following findings are clearly presented and verbally discussed: - Market and situation analysis - SWOT analysis - Market segmentation and customer analysis - Organisations objectives and goals - Strategies and tactics - Conclusion
5
Visual representation takes the form of power point slides and must include one or more of the following: charts, graphs, statistics, pictures, photos or other graphics are used in the power point slides.
1
Artefacts Used(Flyers, handouts, posters, models, flip charts, artefacts, whiteboards or props).
1
Questions from the audience are well answered.
2
- Clear communication and the audience well understood the presentation. - Time management (should be no more than 15 minutes).
1
Total
10
Overall Comments:
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Assessment Cover Sheet
Student ID: Student Surname: Given Name:
Course: School:
Unit Code: Unit Title:
Due Date: Date Submitted: Campus:
Lecturer: Tutor:
All work must be submitted via Turnitin by the due date. If an extension of time to submit work is required, a Special Consideration Application must be submitted. Further information is available at: http://www.mit.edu.au/about-mit/institute-publications/policies-procedures-andguidelines/specialconsiderationdeferment
Academic Misconduct Academic Misconduct is a serious offence. Depending on the seriousness of the case, penalties can vary from a written warning or zero marks to exclusion from the course or rescinding the degree. Students should make themselves familiar with the full policy and procedure available at:http://www.mit.edu.au/about-mit/institutepublications/policies-procedures-and-guidelines/Plagiarism-Academic-Misconduct-Policy-Procedure.For further information please refer to the Academic Integrity Section in your Unit Description.
Student Declaration
I/We declare that: the work contained in this assignment is my/our own work/group work, except where acknowledgement of sources is made; certify that this assessment has not been submitted previously for academic credit in this or any other course; I/we have read the MIT’s Plagiarism and Academic Misconduct Policy Procedure, and I/we understand the consequences of engaging in plagiarism; a copy of the original assignment is retained by me/us and that I/we may be required to submit the original assignment to the Lecturer and/or Unit Co-ordinator upon request;
I/we have not plagiarised the work of others or participated in unauthorised collaboration when preparing this assignment. Student Signature: Date:
Group member 1:
Group member 2: