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HI5004 Marketing management


Group assignment instruction – HI5004 Marketing Management

Assessment Details and Submission Guidelines
Trimester T1.2020
Unit Code HI5004
Unit Title Marketing Management
Assessment Type Report & Presentation
Assessment Title Group assignment – Semester-Long Marketing Plan Project
Purpose of the assessment (with ULO Mapping) This assignment requires your group to undertake the process of analyzing one organization and its operating environments from a marketing perspective. And then apply the learning from lecture 1-11 in the development of marketing strategy. You will provide an overview of this organization, as well as detail the type of orientation towards marketing it takes. You are also required to examine and analyze the context and environments in which this organization operates (its industry and the macro-environmental forces impacting on the industry).
Weight 40 % of the total assessments: Report 1: 10%Report 2: 20%Presentation for report 1: 10%
Total Marks 40 marks: Report 1: 10 marksReport 2: 20 marksPresentation for report 1: 10 marks
Word limit Report 1: 1000 words report 2: 2500 wordsPresentation: 10 minutes: face to face
Due Date Report 1: 5 pm Friday Week 6Report 2: 5 pm Friday Week 11Presentation in Tutorial Time Week 7 to week 11
Submission Guidelines All work must be submitted on Blackboard by the due date along with a completed Assignment Cover Page. The assignment must be in MS Word format, with no spacing, 12-pt Arial font, and 2 cm margins on all four sides of your page with appropriate section headings and page numbers. Reference sources must be cited in the text of the report, and listed appropriately at the end in a reference list using Harvard referencing style.


An effective way to help students learn about marketing management is through the actual creation of a marketing plan for a product or service. This project is designed to accomplish such a task.

Dividing the class into groups (4 students in one group), have each group decide on a consumer product or service they wish to bring to market. It has to be an innovative product/service which has never been in the market before.

During the course of the semester, each of the elements of the marketing plan, coordinating with the next chapter, will be due for the lecturer’s review. The lecturer is encouraged to review each submission and suggest areas for improvement, for more detailed study, or if acceptable to allow the students to proceed to the next phase in development.

50% penalty (for each report and presentation) will be applied if students do not follow one of these requirements: File Exchange tool:

  • All the academic papers that are used in the assignment need to be posted on BB by using the File Exchange tool (Instruction on page 7, for further question, please advise your lecturer). Student needs to highlight the discussion in the academic paper which is relevant to the discussion in the assignment. Academic papers can be found in ProQuest (ProQuest instruction can be found in page 8 and 9. Please advise Liberian if you have further questions). 50% penalty will be applied if does not include references list
  • The group needs to submit the Draft for their assignment by using the File Exchange tool one week before the due date of final submission. The draft needs to be different from the last submission and reflect the changes.
  • If each member does a part of the assignment, their work needs to be submitted by using File Exchange also.
  • Presentation slides will be posted by using the File Exchange tool.

Group Blog:

  • All the discussion about group assignment needs to be recorded by using Group Blog tool (Instruction in page 8, for further question, please advise your lecturer). The discussion must relevant to the content of the assignment and reflects the outcome of the group meeting.

If one of the requirements above is not followed, a 50% penalty (for each report and presentation) will be applied


Week Topics Requirement Note
1 Marketing for the New Realities
2 Marketing Strategies and Plans Groups need to be set up and informed to the lecturers
3 Marketing Research Groups need to be set up and informed to the lecturers
4 Consumer behavior Groups need to be set up and informed to the lecturers
5 Identifying Market Segments and Targets Groups need to be set up and informed to the lecturers. The lecturer will set up group shells on BB in week 5.
6 Brand Positioning and Brand Equity The first task: the first report Weight: 10% = 10 marks. Word count: 1000 words (+/- 10%) for the report Due date: 5 pm Friday Week 6 for the report. Requirement: For the report: Students need to provide all of this information below: Identify the product or service they want to select. It has to be a new product/service.   Competitive information environmental scanning.
        7         Product strategy Demand forecastedSpecific market segmentation, targeting, and positioning statements5 academic references need to be used
Weight: 10% = 10 marks. Length: 10 minutes – face to face Due date: From week 7 to week 11 All students in the group have to present. For the presentation: No more than 10 slides. All the main information of the report 1 needs to be addressed in the slides. Presentation slides need to be posted in week 7 by using the File Exchange tool on BB and uploaded on the submission link also. Face to face presentations will be conducted in tutorial time from week 7 to week 11. In the presentation, the lecturer will ask all the questions which are relevant to the content. If the student can’t answer the questions, the ZERO mark will be given for the presentation. In this scenario, Report 1 will be investigated. Student have to save the file under the name: Group Number – HI5004 – Class – Presentation For example Group 1 – HI5004 – M4 – Presentation
8 Pricing strategies and programs
9 Integrated marketing channels and distribution system
10 Integrated Marketing Communications – Part 1 Designing and managing integrated marketing communication
11 Integrated Marketing Communications – Part 2 Managing Mass Communications The Second task: Second report Weight: 20% = 20 marks. Word count: 2500 words (+/- 10%) for the report Due date: 5 pm Friday Week 11 for the report. Requirement: The report analysis: Product or service’s brand positioning who are the market leaders for their chosen product or service? What niche have they identified for their product/service? Is their product or service going to be a leader, follower, or challenger to well-established products or brands? Consumer-adoption process for their new product. How will the consumer learn about their new product and how quickly will they adopt it? Will the product be targeted to the heavy users and early adopters first, then early and late majorities? What is their estimated time for full adoption? Pricing strategy decisions for their product/service. Students have addressed all or most of the material concerning pricing covered in week 8.
Students should be directed to turn in their retailing, wholesaling, and logistical marketing plans. Those students who are acting in the role of providing a new “service” should include here their plans for locations, hours of operations, and how their “service” plans on managing demand and capacity issues.The integrated marketing communications matrix. All the possible communication media (for example, students will tend to concentrate their media on television or on the Internet and include other forms such as personal selling and radio).5 academic references need to be used
12 Revision


Group tools

Your instructor chooses which communication and collaboration tools are available to your group. If you want to use a tool but don’t find on your group’s page, ask your instructor to enable it.

  Tool   Description
File Exchange Group members and instructors can share files in this area. All members can add and delete files, regardless of who added them.
Group Blog In the group area, all members of a group can create entries for the same blog and build on each entry. All course members can read and comment on a group blog, but they can’t make posts unless they are members of the group. Instructors can choose to grade group blogs. All group members receive the same grade.
Group Journal In the group area, all members of a group can view each other’s entries. Only group members and instructors can view a group journal. Instructors can choose to grade group journals. All group members receive the same grade.
Send Email Group members can email individual members or the entire group.

Exchange files with a group

With file exchange, you can share files with other members of your group, including your instructor.

You can’t create folders in file exchange. With your group, decide how you want to name files so that they are easier to locate in a long list. Add a file to the file exchange

Group Tools > File Exchange > Add File

Add a name for the file you want to upload. Browse for the file and submit. Delete a file from the file exchange

You can delete any file, even if you didn’t upload it. On the File Exchange page, select Delete in the file’s menu.

Group Blog

All the group members can discuss about the assignment by using Group Blog. Once you are allocated in a group, you can see this function. Group > Group Tools > Group Blog > Create Blog Entry

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