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Module Title
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Principles of Marketing
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Assignment Mode
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Group Project
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Word Count Limit
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2500 words (+/- 10%)
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Citation Format
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APA
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Marks
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40 marks
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Report Topic
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A group of 4-5 students will prepare a marketing report focusing on the marketing strategy and marketing mix for an innovative product or service to be launched for a real- world organisation.
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References
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You are required to consult and fully reference a MINIMUM of 10 different sources of information
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Overall Rationale for the PMKT Assessments
Influenced by the key skills and attributes of the working marketer, Principles of Marketing requires you, the student, to form. a working project group composing diverse skills sets and work on the Marketing Plan for a product from the first to the last session starting with small presentations and culminating in a Report and Major Presentation, following the Marketing Process.
Students are expected to assume they are working as marketing consultants. Working in groups of 4-5 members, you will choose a company/brand/product on which to conduct marketing research and analysis for the entirety of the module, culminating in a Major Report (Assessment 2, worth 40% of your overall mark for the module) and a Major Presentation (Assessment 3, worth 40%). To help you on this journey, you are to deliver smaller (ungraded) in-class group presentations meaning your group will commence this process from Session 1 and hone your research, communication and group skills over the whole semester.
Assignment Brief
Influenced by the key skills and attributes of the working marketer, Principles of Marketing requires you, the student, to work on a Marketing Plan for a chosen company. You will develop an innovative product/service for a company of your choice which operates within the consumer electronics industry. Your forward-looking written report must be based on credible research describing the recommended marketing activities for the chosen company in relation to the innovative product/service. Your report will include a detailed explanation of the following sections:
Introduction: Company, Brand and Product (10 marks)
The introduction should describe the chosen company very clearly, summarising or paraphrasing to show understanding. This section should be accurate and up to date as of 2022. The key attributes of the innovative product/service must be introduced here.
Marketing Strategy (S,T, D and P) and Recommendations (10 marks)
This section outlines the proposed segmentation, targeting, differentiation and positioning of the innovative product/service and should be forward looking. Target market segments should be clearly defined. The product should be clearly differentiated from its competitors and a positioning statement must be recommended.
Marketing Mix (the 4 P’s) and Recommendations (10 marks)
This section outlines the recommended Mix – Product, Place, Price and Promotion - for the innovative product/service. Product branding, packaging, labelling and support (augmented) services should be succinctly and clearly described. A recommendation on strategy for sustaining the product life is well made. Channel types and levels need to be described with a clear diagram. A recommendation on a more effective channel shows relationship of product to market to channel. The pricing strategy (one of the 5 main) is to be defined with examples. Promotion analysis use examples to outline the Theme and Appeal of future promotions.
APA Referencing (10 marks)
This group assignment is a combination of theory and practical application of key concepts relating to the module on Principles of Marketing. The required report must provide evidence of wider research and be adequately presented, investigated, and argued in a logical and coherent manner. Appropriate conclusions made must be explained, justified and appropriately referenced as is expected of a report at this level of study. The report further requires a MINIMUM of 10 different sources of information (most assignments achieving the top two grade levels available include 10 references). You must use the APA Referencing system to acknowledge your sources of information (both in-text, and as a reference list at the end). ONE member of the group must upload the assignment to the Kaplan Canvas site by the due date. Further information on the structure of the report and other details of the assignment will be shared by the lecturer during the conduct of the sessions.