Assignment Detail Document
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Subject Code
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BMKT1MSD
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Subject Name
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Fundamentals of Marketing
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Assessment Task 2
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Due Date
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Weighting %
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Subjects Learning Outcomes Assessed
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Part A: Individual Industry Analysis report
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Week
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5, Sunday
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20%
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2, 5
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Time
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23:59pm
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Part B: Target
Segment and
recommendations
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Week
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6, Sunday
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10%
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Time
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23:59pm
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Part C: Video
presentation
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Week
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7, Sunday
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10%
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Time
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23:59pm
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Submission Details
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Submit via the Moodle site. Students are required to submit an electronic copy of their written report and segmentation elements of the assignment to the Turnitin link on the BMKT1MSD Moodle page, by midnight Sunday at the end of the week due. Three files per student, in .mp4 format for video, and Word or pdf for written component. Students MUST keep a copy of all assignments.
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Grading Criteria & Feedback
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See Rubrics
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Description of Task
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Students create a Industry Analysis report, a recommended Target Segment, and a student video presentation of their report on the provided topic.
If you wish to apply for Special Consideration for this assignment, you will need to complete the official online process.
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Detailed Assignment Information
Assignment 2
INDIVIDUAL Industry Analysis Report, recommended Target Segment with
Video presentation – 40%
Key information
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Dates/submission
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Sunday by 11.59pm (midnight Sunday) in
Week 5 – written Industry Analysis Report
Week 6 – written Segmentation and target segment recommendation addendum to the report Week
7 – Video presentation file.
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Types
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Individual assignment:
1. Written Report: Industry market analysis; 20%
2. identifying, analysing, describing appropriate target segments.
10%
3. Oral presentation in video format on report 10%
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Graduate
Capabilities practiced
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Writing Business Reports
Enquiry/Research Skills
Critical Thinking/Analysis Skills
Presentation and communication skills
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Type of research
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Secondary data: so-called desk research, and observational research.
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Marks
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40% of the total marks for this subject
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Additional support materials
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Please consult the assignment guide/Lecturer LMS for more assistance. See library.
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Assessment Overview
Background (hypothetical scenario):
Given your recently acquired marketing knowledge, you are to assume the role of an industry marketing expert. A large investor company is considering investing in the Small Goods Manufacturing Industry in Australia and seeks your advice on the current industry situation. Based on your analysis, they also wish to know how the market is segmented and what segment or segments you would recommend that they target should they decide to go ahead. In addition to your written responses, they also ask that you provide a personal video presentation of your fi nd ings and recommendations which they will show to their board of directors.
THE ASSIGNMENT
Use online resources such as websites, journal articles, newspaper articles and databases.
1. Submit a written Industry Analysis report on the nominated Australian Industry
2. Identify and describe the segments (and segmenting variables) used in this industry and make a recommendation as to the segment of the market you think the company should look to invest in.
3. Produce a 5-6 min video presentation of the key highlights of your report and segmentation recommendations.
1. Format of the written Industry Analysis Report
• The report should be 1000 words (+/- 10%).
• It is expected that you will write more detail in your report, than you present in your video.
• A report format style. answer is required – the University website can assist.
• Here is a suggested outline of the structure for the written report. A report template is also available in Moodle.
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Written Industry Analysis Report 1000 words (+/- 10 %)
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Cover page.
Title of the assignment, name, id, tutorial time and day, name of the tutor, word count not including executive summary, TOC or references and appendices.
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Executive Summary:
Summarize all sections of the report in a succinct manner (half page or max. 1 page)
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Table of Contents:
Put contents with page numbers
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Introduction:
Purpose or report, Industry background, marketing theories used, structure of the report etc.
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Macro-environmental analysis.
Impact of key variables: identify and explain the impact of key variables in each of the environmental factors (PEST/PESTEL analysis).
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Micro-environmental analysis.
Analysis of key market and industry variables. Overview of competitors and current customers. (Porters 5 Forces)
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SWOT analysis
Strengths Weaknesses Opportunities and Threats – a summary of your analysis
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References:
Include at least 3 academic references. Follow LTU APA referencing style.
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Appendices:
Put [any relevant] additional tables/figures/graphs in the appendix and please don’t forget to refer them in the text LTU APA Referencing is required. See library website for details.
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2. Target Segment Identification and Recommendation
• It is expected that you will provide details of industry segments and your recommendations and justifications for your chosen target.
• This will be supplied as an appendix or addendum to your written Industry Analysis report.
• Here is a suggested outline of the structure for this written element. A report template is also available in Moodle.
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Target Segmentation and Recommendations 500 words (+/- 10%)
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Identified Industry Market Segments
Analyse how fi rms or the industry conducts segmentation. Segment profiles (characteristics of the segment) and product offered to each segment
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Identified Target Segment/s
Which targeted segment/s would you feel would offer the best opportunity in the current situation based on your industry analysis report. Justify your selection with appropriate explanation of segment factors
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Recommendations and conclusions:
Based on your analysis, recommend one/more than one segment(s). Provide a conclusion at the end of element.
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3. Student Video Presentation of written report and segmentation recommendations
• 5- 6-minute recorded video presentation
• Student to present the key highlights of t heir report and segmentation content.
• Students are assessed on both the content and the manner of their presentation.
• This is not just a reading of your report – it should be presented NOT read.
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Student Presentation Video 5-6 mins.
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Introduction.
State your name, Student number, class and Lecturer’s details. (approx. 30 secs.).
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Executive summary
(Short summary of what you have studied, and your recommendations.) (approx..30 secs.)
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Business Environment Analysis
Main report body with SUBHEADINGS.
EG.
Macro-environment Analysis
• Economic
• Political and Legal • Sociocultural
• Etc.
Micro-environmental Analysis
• Market / Industry
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• Competitors
• Customers
This Section is the largest part of your video. (approx. 3 mins)
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Segmentation and targeting.
Analyse how fi rms or the industry conducts segmentation. Segment profiles (characteristics of the segment) and product offered to each segment.
(approx.. 1min.)
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Recommendations and conclusions: (approx. 1 min.)
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Referencing. Show your references on screen. You don’t read these out.
(30 secs.)
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