HI5004 Marketing Management Assessment Answers

 

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Semester-Long Marketing Plan Project (40%=40 marks)

 

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.

 

Students will self-enrol in a group of 4(FOUR) (you can’t change the group by any reason) the instruction how to find your group members have been sent to you, please have a look and read it carefully before you make the decision to select the group that you want to join in.

 

Due date: Students need to self- enrol in a group NO LATER THAN 24th April, 2020.

 

Each group decides 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. You can discuss with your tutor about the product/service that you want to select.

 

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 File Exchange tool (Instruction in page 6, 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). 50% penalty will be applied if does not include references list
  • Group needs to submit the Draft for their assignment by using 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.

 

Group Blog:

 

  • All the discussion about group assignment needs to be recorded by using Group Blog tool (Instruction in page 6, for further question, please advise your tutor). The discussion must be relevant to the content of the assignment and reflects the outcome of the group meeting.

 

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

 

The following is an outline of this process:

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 behaviour 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. Lecturer will set up group shells on BB in

week 5.

6 Brand Positioning and Brand Equity The first task: the first report Weight: 20% = 20 marks.

Word count: 1500 words (+/- 10%) for the report

Due date: 5pm Friday Week 6 for the report.

Requirement:

For the report: Students need to provide all of these information below:

Identify product or service they want to select. It has to be new product/service.

  • Competitive information
  • Environmental scanning.
  • Demand forecasted

 

  • Specific market segmentation, targeting, and positioning statements
  • 5 academic references need to be used
7 Product strategy
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: 5pm 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 mix.
  • 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

 

How to do group assignment – Instruction

 

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

 

First Group Report Rubric

 

Evaluation Criteria Fail Pass Credit Distinction High Distinction
Introduction about product/service

2 marks

0 0.5-1 1.25-1.5 1.5-1.75 1.75-2
Introduction about product/service No information about product/service Limited information about product/service Some information about product/service Clear introduction about product/service Clear explanation about the motives behind developing your own product/service Clear introduction

about product/service

Analysis of requirement 1

4 marks

Fail

0-1

Pass

1.5-2

Credit

2-2.5

Distinction

3-3.5

High Distinction

3.75-4

Competitive information No information about competitors Limited information about competitors Some information about competitors Clear explanation and discussion about competitors Clear discussion about direct and indirect competitors. Also provide some discussion about competitive theory
Analysis of requirement 2

4 marks

Fail

0-1

Pass

1.5-2

Credit

2-2.5

Distinction

3-3.5

High Distinction

3.75-4

Environmental scanning No information about environmental scanning (PESTEL or SWOT) Limited information about environmental scanning (PESTEL or SWOT) Provide some discussion about PESTEL analysis or SWOT Provide full discussion about PESTEL analysis or SWOT. Provide full discussion about PESTEL analysis or SWOT. Provide some strategies that help the company deal with Threats and Weaknesses and negative impacts from

external environment

Analysis of requirement 3 2 marks Fail 0-0.5 Pass 0.5-1 Credit 1-1.25 Distinction 1.25-1.5 High Distinction 1.5-2
Demand forecast No information about demand forecast Limited information about

demand forecast

Provide some discussion about demand forecast: some models of demand forecast are provided but could not link them with the product/service

selected

Provide clear explanation about demand forecast. Provide some data about consumption trend Provide reasonable reasons why customers are interested in the product/service.

Provide consumption trends to predict the future demand for the product/service of their

choice

Analysis of requirement 4

5.5 marks

Fail 0-1.75 Pass 1.75-2.75 Credit 3-3.5 Distinction 4-4.5 High Distinction 5-5.5
Specific market segmentation, targeting, and positioning statements No information about market segmentation, targeting, and positioning statements Limited information about market segmentation, targeting, and positioning statements. For example: only provide the market segmentation theory rather than focusing on their product/service’s

target customer.

Provide market segmentation, targeting, and positioning statements.

However, don’t provide the evidence for their choice

Provide market segmentation, targeting, and positioning statements with clear explanation for their choice Provide market segmentation, targeting, and positioning statements. Provide clear explanation and the link between theories and their choice
Style and referencing

2.5 marks

Fail 0-0.5 Pass 0.5-1 Credit 1.25 Distinction 1.5-1.75 High Distinction 2 – 2.5
Professional Report Formatting, Structure and approach Poorly presented, no apparent structure and/or confused writing style Limited attempt at formatting, Well structured, clear writing style Page numbering, front cover, bibliography with some attempt at formatting. Well

structured, focus

Good attempt at report formatting incorporating all elements at credits level. Clear focus,

structure and style

Excellent attempt at formatting report.

Focus clear and justified, structure and style used to

explicit and clear,

style appropriate

used to emphasise

discussion

emphasise argument

and discussion

Referencing: appropriate references and citations, style Referencing is unclear. At least 3 relevant references.

Referencing mostly clear but inconsistent.

At least 5 relevant references given, mainly drawn from provided sources

e.g lectures. Clear systematic referencing of all

sources..

At least 7 relevant references including at least 5 from own research including page no’s for all articles Bibliography includes at least 10 relevant references from good sources i.e. journals rather than popular computing press. Very clearly presented.
Total (out of 20)

 

Second Group Report Rubric

 

Evaluation Criteria Fail Pass Credit Distinction High Distinction
Analysis of requirement 1

1 mark

0 0.25 0.5 0.75 1
Product      or                  service’s brand positioning No information about brand positioning Limited information about                      brand positioning Some        information

about                           brand positioning

Clear explanation and discussion about brand positioning Clear discussion about brand positioning

Also provide some discussion                      brand positioning

theory

Analysis of requirement 2

2 marks

Fail 0 Pass 0.5 Credit 1 Distinction 1.5 High Distinction 1.75-2
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

Do not address any question Limited information about how they want to identify the market Provide some discussion about their market strategy Provide full discussion about their market strategy Provide full discussion about their market strategy. Provide clear justification about their choice
well-established products or brands?
Analysis of requirement 3

2 marks

Fail 0 Pass 0.5 Credit 1 Distinction 1.5 High Distinction 1.75-2
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? Do not address any question Limited discussion about consumer – adoption process Provide some discussion about consumer – adoption process. Provide clear explanation about consumer – adoption process. Provide some explanation about how they target the customer Provide clear explanation about consumer – adoption process. Identify and clear explain about the product will be target to whom
Analysis of requirement 4

2 marks

Fail 0 Pass 0.5 Credit 1 Distinction 1.5 High Distinction 1.75-2
Pricing                            strategy

decisions        for                       their

No information Price

strategy

Limited information

price strategy

Identify the price

strategy but do not

Provide the price

strategy with some

Provide the price

strategy with full

product/service. Students                                 have addressed all or most of the material concerning pricing covered in week 8. provide the justification discussion about their choice justification about their choice
Analysis of requirement 5

2 marks

Fail 0 Pass 0.5 Credit 1 Distinction 1.5 High Distinction 1.75-2
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. No information about distribution system Limited information about distribution system Answer all the requirement without explanation Answer all the requirement with brief explanation about their choice Answer all the requirement with full explanation about their choice
Analysis of requirement 6

4 marks

0 1-2 2-3 3-3.5 4
The integrated marketing communications matrix. No information about integrated     marking communications matrix Limited information about integrated marking communications matrix Provide the integrated marking communications matrix     with     some explanation Clear explanation and discussion about integrated marking communications matrix Clear explanation and discussion about integrated marking communications matrix Provide good justification about all the

tools that they select

Analysis of requirement 7

4 marks

Fail 0 Pass 1-2 Credit 2-3 Distinction 3-3.5 High Distinction 4
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). No information about communication media Limited information about communication media Provide the selection of communication media with some explanation Clear explanation and discussion about communication media Clear explanation and discussion about communication media Provide good justification about all the media channel  that they select
Style and referencing

3 marks

Fail

0

Pass

1

Credit

1.5

Distinction

2

High Distinction

3

Referencing: appropriate Referencing is At least 3 relevant At least 5 relevant At least 7 relevant Bibliography includes at
references and citations, unclear. references. references given, references including at least 10 relevant
style Referencing mostly mainly drawn from least 5 from own references from good
clear but provided sources e.g research including page sources i.e. journals
inconsistent. lectures. Clear no’s for all articles rather than popular
systematic computing press. Very
referencing of all clearly presented.
sources..
Total (out of 20)

 

 

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