2. Assessment 2: Group Assignment
Weighting: Written Report 20% and Oral Presentation 10% = 30%
Length: 3000 words for Report.
10 minutes for Presentation.
Due Date: Week 11 (By Fri by 5 pm) for Written report
Presentations = During week 9, 10 and 11
Note: Students are required to discuss the topic with their lecturer before they start the assignment.
This assignment must be done as part of group. Students are to form groups of 4 to 5 (may vary depending on class size) and will be allocated one organization/industry from the following list:
1 Business School/University in Australia
2 Any small to medium manufacturing company in Australia
3. Fitness industry
4. Organic food
5. Any tourist resort in Australia
6. Farm House in Australia
Other organisations are possible to be negotiated with your lecture (at least 2 weeks prior to the due date)
Each group is to prepare a written report (in report format of approximately 3500 words) and an oral presentation (in PowerPoint format) of approximately 15 minutes duration, outlining the following:
1. Executive Summary with key findings and recommendations
2. Clear and concise description of the market in which the organization operates
3. Summary of the marketing environment (both micro and macro-environmental forces and trends)
4. Detailed description of how the market is (or may be) segmented and a statement of the segment(s) that the organization is targeting.
5. Brief discussion of the behaviour of customers in the segment(s) identified above
6. A description of the marketing mix being used by the organization to target these segments
7. A recommendation for improvements to the organization’s marketing effort.
Marking Criteria for Group Assignment
Students Please Note: Each group member must participate equally in the preparation, presentation, and group report writing and ensuing seminar discussion. Marking Criteria for Group Assignment - Written Report
Assessment Criteria for Written Report Maximum Scored
Clear and concise explanation of the respective organization and its competitive context.
Comprehensive analysis of all relevant issues. 8
Demonstrated understanding, logic and reasoning evidenced in report.
Demonstrated understanding of the theory discussed during lectures. 6
Application of theories/concepts to industry/real products/services. And other relevant examples and ideas provided by the student to demonstrate an understanding of the theory. 3
Style, structure, spelling, grammar, punctuation, referencing 3
Total 20
Marking Criteria for Oral Presentation
Presentations will be held during the lecture period on Week 9, 10 and 11.
10 minutes duration is permitted including any ensuing class discussion. Every student must take part in the presentation.
Assessment Criteria for Presentation Maximum Scored
Impact:
Was it an engaging presentation?
Did the presenters connect with the audience? 3
Content:
The presentation is not the report.
The presentation compliments the report.
It must give the big picture (not all details) and highlight the most important points and recommendations. 3
Clarity and overall impression of excellence (visual aids used etc) 2
Adherence to time 2
Total 10