Assessment task:

The assessment task 1 (presentation) is a plan of activities for assessment task 2 (report). In the assessment task 1 (presentation), each team/individual needs to present: how you can develop and deliver a better value to a brand. Please choose a brand from one of the following product or service categories.

a) An engineering consultancy service at a local town/city,

b) A beachfront motel at a local town/city,

c) A home delivery service at a local town/city, or

d) A socially innovative product for a local town/city/community.

Assessment instructions:

• Prepare your PowerPoint presentation with 10 slides (maximum). Each team will have up to 15 minutes (maximum) to present their task.
• For face-to-face/metro-campus students: you need to form a team of three (03) members (maximum) between week 1 and week 4. All in-class presentations will take place in weeks 5, 6 and 7. Your local campus lecturer/tutor will help you in forming a team and scheduling your presentation task in a timely manner. You will receive some brief feedback from your campus lecturer/tutor immediately after your presentation. Your campus lecturer/tutor is responsible to mark your assessment tasks; however, the marked tasks could be moderated by the unit coordinator. It is expected that each team member contributes to the task equally. You will also need to upload the task on the Moodle site by week 7.
• For distance, online or flex students: you can either submit your assessment task individually or team up with one or more distance, online or flex students. You can use Moodle’s social/discussion forum to find other team members. You need to have a voiceover in your PowerPoint slides. For hints on how to convert a PowerPoint slide to a presentation with voiceover, please view the links below. Adding a voiceover to PowerPoint presentations in 5 easy steps: http://www.emergingedtech.com/2012/12/add-voice-over-to-powerpoint-presentations-in-5-easy-steps/. You can also watch some YouTube videos. Please upload the task on the Moodle site by week 7. Your unit coordinator will provide you some brief feedback and mark your task.
• Any assessment with a ‘Turnitin’ score of more than 20% will be checked by the marker for plagiarism although it may not necessarily mean that you have plagiarised. If we find a substantial matching rate in the ‘Turnitin’ report, your task will be forwarded to an appropriate office/authority for necessary actions.
• Please ensure that your presentation includes relevant marketing concepts, theories, tools, and models discussed in the unit until week 5.
• Please familiarise yourself with the Universty's assessment policy and procedure, grading policy, assessment extension policy, late submission penalty, plagiarism policy and the like.
  

Marking criteria and expected contents of the presentation:

• Title slide – (2 marks) – includes students’ names, ID numbers, unit code and name, campus, term and year, the title of the assessment task, and names of the unit coordinator, lecturer, and tutor.
• Background – (5 marks) – includes an aim of this assessment, a brief explanation about a product, service or brand chosen, and its competitors. A brief outline of target markets, current value and its position in the market, and justification for proposing a better value should also be included in this section.
• Research methods – (5 marks) – includes a brief outline of the tools, resources, and techniques that will be used to identify, gather and analyse data/information about target markets, customer values, brand’s current and offered value, and competitors’ value propositions.
• Current value analysis – (5 marks) – includes a design about how you will describe and explain customers’ perceived value of a chosen product, service or brand, and how competitors meet those values. Based on current theories, you also need to demonstrate how you will position your brand’s values as compared to customers’ perceived values and competitors’ values.
• Conclusion and references – (3 marks) – includes a summary of the presentation, and a list of at least 15 citations and references of some published academic and research papers, textbooks and authentic Web sources.
  

Assessment task:

Assessments 1 and 2 are related. While assessment 1 is a group presentation and a plan of actions, assessment 2 is an individual report that is based on the findings of the plan of actions. You will prepare a marketing promotion plan, including digital communications with an aim to deliver and communicate better values for a chosen product, service or brand, and for the targeted market(s). You have to work with the same product, service or brand and within the same category that you have chosen for the assessment task 1. However, this is an individual assessment task so you are required to demonstrate your own original work.

Assessment instructions:

• This individual report will have 2500–3000 words between introduction and conclusion sections. Please upload the task through the appropriate Moodle link by week 10.
• It is expected that the report will be based on some research findings, including data and information from the Australian Bureau of Statistics, Austrade, relevant and authentic Web sites, textbooks, recent and relevant journal papers, and will use your experience and observation based on the formative assessment (i.e., presentation/assessment task 1).
• Each assessment must be uploaded as a .doc or .docx file (word file).
• Any assessment with a ‘Turnitin’ score of more than 20% will be checked by the marker and unit coordinator for plagiarism although it may not necessarily mean that you have plagiarised. If we find a substantial matching rate in the ‘Turnitin’ report, your task will be forwarded to an appropriate office/authority for necessary actions.
• You are strongly suggested to attend the lecture, tutorial, and discussion sessions. Please also follow the examples available on the Moodle site, textbook, and/or on the Web.
• Please ensure that your presentation includes relevant marketing concepts, theories, tools, and models discussed in the unit until week 10.
• Please cite and reference relevant data and information, where applicable. Your examiners expect authentic citations/references for GDP data, per capita income, sales data, demographic data, market share and growth-related data and the like.
• Where applicable, data related to media and budget allocation, BCG matrix, industry-competitors' sales/market share, product life cycle (PLC), market share and growth data, and the like can be hypothetically developed. This is applicable if you do not find relevant data in various secondary sources. In these cases, simply write “source: assumed and prepared for this assignment task only”. Please remember that the data/information that is readily available on the Web or in other published resources cannot be 'assumed' for this assessment task.
• Please familiarise yourself with the Universty's assessment policy and procedure, grading policy, assessment extension policy, late submission penalty, plagiarism policy and the like.
• If you have any difficulty, please discuss this with your lecturer/tutor and unit coordinator.

Marking criteria and expected contents of the report:

• Title page, table of contents and executive summary – (3 marks) – includes a title page, table of contents and executive summary that are professionally written and organized. The executive summary contains the purposes and structurally presents the whole report in 3-5 paragraphs on a page.
• Background – (6 marks) – includes an aim, a brief explanation about the product or service chosen within a category described above, target market, a brief discussion about the current value and its position in the market as compared to its competitors, and justification for proposing a better value.
• Research methods – (6 marks) – includes a brief outline and justification of the tools, resources, and techniques used to (i) gather and analyse data/information about the target market, customer value and competitors’ value propositions; and (ii) design and communicate future value propositions for the chosen product/service.
• Current value analysis – (10 marks) – includes a presentation, analysis and explanation of customers’ perceived value for the chosen product, service or brand; and how competitors meet those values. You also need to demonstrate the current ‘value’ position of your chosen product, service or brand within the industry/category described above. In this instance, use of theoretical frameworks, including important—performance framework to explain value positioning, would be useful.
• Marketing promotion plan – (10 marks) – includes a clear demonstration of the objectives of the marketing promotional mix elements, including digital communications and allocated budgets in order to convey better and right values to the target market(s). The media and budget allocation for each of the promotional mix elements are structured and mapped against the objectives of the promotional mix elements. The discussion is consistent, succinct and specific with product, service or brand value analysis, competitor analysis, brand positioning analysis.
• Conclusion, language, format, and references – (5 marks) – includes a summary of the report with correct grammar, spelling and punctuation, formatting, citation and referencing styles. Provide a list of at least 15 citations and references of some published academic and research papers, textbooks and authentic Web sources.