Assessment 1 Information
Subject Code: MKT304
Subject Name: Strategic Marketing
Assessment Title: Group Case Study Presentations
Weighting: 30% - presentation (approx..10-15 slides) and narrative
Total Marks: 30
Due Date: Slides to be submitted in class during weeks 4 -11 on allocate presentation day (Allocations will be provided in Week 1)
• During tutorials between Weeks 4 and 11, you will be required to present a case study of your choice of organisation as per the weekly schedule and upload to the portal. Your presentation will require a narrative in the notes section of PPT.
• The case study presentations will require the group presenting to lead class discussions on the strategic marketing approach of the chosen organisation and answer the required questions. The group should identify a set of questions to stimulate the class discussion.
• Student groups will need to discuss their chosen organisation with their lecturer to ensure there is no duplication.
• Only one student per group will upload PPT and narrative report on behalf of the entire group.
• Engaging the audience will be critical in attaining good marks. The in class discussion will support your overall mark for the presentation.
• Your narrative should be evident in the notes section of your slide.
• This is a third year capstone subject so requires an advanced level of analysis. You are required to support your presentation and analysis of the case with further research to show a thorough analysis and your understanding of the relevant issues in the case. It is recommended that a minimum of 6 references are integrated as secondary sources and evidence.
Specific assessment tasks
Learning outcomes to demonstrate are LO1 & 2 as per the subject outline.
1. Choose and analyse an organisation and their strategic approach to marketing and answer the related marketing areas suggested below.
2. Prepare a 10-minute briefing presentation and plan for a 10-minute discussion.
3. Offer a very brief overview of your firm and product, include current marketing situation and all its processes and product life cycle in your brief
4. Conduct a SWOT analysis to map strengths, take advantage of opportunities or counter threats of your chose organization and the product it markets
5. Conduct a customer market include position and current segmentation.
6. Evaluate the marketing strategy your firm is using for the chosen product or product line – is this right for you (Ansoff's matrix - market penetration, market development, product development, diversification)
7. choose 2 current marketing problems you have identified and explore in more depth and prepare objectives for a new and improved strategy
8. Develop a new strategy to solve your 2 issues, using the marketing mix (product, price, place, promotion) identify how you achieve competitive advantage and solve these issues. Consider new disruptive marketing models and ideas. Be creative! Show logic and flow in your decisions.
9. Conclude with action plans for the future
Assignment Submission and Conditions
• Turnitin submission is required for the report at 3.55pm on the Monday after the presentation takes place
• All students allocated to present for the week will have to be present to be marked.
• No shows will receive a zero mark.
• Presentations will only be re-scheduled under extreme circumstances and special consideration cases must be advised prior to the day of the presentation, otherwise a zero mark will be recorded.
• A minimum of 5 in-text references will be required.
• A reference list at the end of the report also required.
• Power point slides, lecture material or wiki references are not considered credible references.
Criteria Fail Pass Credit Distinction High Dist’n
Understanding of the project
Key points left out. No grasp of issues that faced the client. Over reliance on notes. Includes some issues but analysis glossed over. Team seemed uncomfortable to go beyond key facts. Includes all issues, analysis and recommendations but with little elaboration. Not integrated with theory or are not justified. Builds convincing argument showing how key issues, analysis and recommendations are integrated together. Builds convincing argument showing how all key points are integrated together. Uses examples to elaborate the key points and theory.
/ Conclusion Introduction missing or underdeveloped. Audience has no idea what the presentation will be or was about. No conclusion. Presentation just finishes. Limited clarity of purpose / overview. Highlights key issues but interpretation of these. Conclusion weak. Doesn’t tie in with what was introduced. Provides purpose for presentation, highlights and interprets key issues to be addressed but recommendation but not integrated. As for level below plus shows consistency between marketing problem identification and final
recommendations well established. Engaging conclusion clearly sums up presentation and relates back to the introduction.
Evidence of analysis No references to any sources. Suggestions/recommendations just seem appear. Steps used in analysis shown but little justification why or how these are used to develop recommendations. Background research and analysis of this is clearly identifiable. Steps used are shown and some rationale for the development of recommendations provided. Evidence of extensive research and analysis: journals, prescribed text, other books, verified websites, primary research. Used references to justify analysis As for level below plus able to use references to back up claims and recommendations made. Recommendations clear come from the analysis of the project.
Recommendations Recommendations missing Recommendations very general in nature – client would not be able to implement them without doing further analysis. Recommendations given in a way that they could be implemented but no justification given or benefits explained to the client Recommendations are logical and feasible. Timelines and justifications for these provided.
Ties in with the clients brief. Recommendations can easily be implemented. Timelines, responsibilities and costs provided.
Organisation No structure to the presentation. Audience cannot follow sequence. No introduction or conclusion. Apparent that group is not working well together. Group members missing (without valid reason) or not contributing. Ideas not focused. Audience may have difficulty following argument. Main points difficult to identify. No transition between key points. Awkward transition between speakers. Presentation appears to be done by individuals rather than group. Main ideas presented in logical manner. Flow of presentation may be awkward. Group members demonstrate that they have worked on presentation as a whole. All group members take equal share in presentation. Main ideas presented in logical manner. Flow of presentation smooth between speakers. Shows that the group has worked collaboratively Ideas clearly organised so audience can follow easily. The purpose of the presentation is clear in all stages. Seamless transition between speakers.
Question and Answers No questions to audience. No attempt to involve the client. Cannot answer questions about the project or recommendations from the client. Attempts to involve client but only with standard or set questions. Avoids giving clear answers to questions or is uncomfortable about answering questions related to the project. Involves client in question and answer session but fails to generate discussion on the issues. Able to answer questions about the project but is unable to elaborate on answers. Encourages and involves client in discussion. Gets client thinking about the issues and generates feedback from the client. Actively involves client in presentation. Able to answer questions with full explanations and elaboration. Shows full knowledge of issues facing the client.
Use of visual aids Presents content with no PowerPoint or overhead slides. Group uses graphics but are not supported by text or presentation. Text is too dense – too much info on slide. Differing styles with differing speakers. Group uses graphics but often differs from verbal presentation. Not summarised so presenters end up reading off board. Differing styles with differing speakers. Text clearly summarises the key points. Graphics and text do not distract attention from the speaker or content. Use of visual aids consistent across entire presentation. Graphics and text well integrated into presentation. Text is appropriate for the content and room size. Visual presentation complements rather than dominates presentation
Non-verbal & Verbal delivery
Does not attempt to look at audience at all, reads notes the entire time. Distracting gestures (fidgeting) while presenting or waiting to present Excessive use of filler words (e.g. um, er, ah, like). Use of offensive language.
Use of slang. Only focuses attention to one particular part of the audience does not scan audience. Voice is low. Constantly talks to the board not the audience. Some use of filler words. Audience members have difficulty hearing presentation. Occasionally looks at audience during presentation Voice is generally clear. Generally, speaks directly to audience. Some reading off the board. Some group members difficult to understand because of rushed speech. Generally, presenter looks at audience during presentation. Shows expression consistent with presentation. Uses gestures to point out or highlight presentation materials All voices are clear. Little use of filler words. Acts in a professional manner Constantly looks at audience. Shows enthusiasm for their own work and how this will help the client. All group members use a clear voice and correct, precise pronunciation of terms so that all audience members can hear presentation. Acts in a very professional manner.