[SOLVED] Introduction to Marketing

1 Introduction to Marketing
BHMH2003 Introduction to Marketing
Semester 2, 2021/22
GROUP PRESENTATION AND REPORT
Expected Learning Outcomes
Analyse various marketing environments and identify opportunities, threats and other factors or issues affecting marketing planning and decisions.
Describe the principles of various areas in marketing such as customer value, consumer behaviour, marketing research, international marketing and ethical issues.
Identify marketing problems and issues, and suggest marketing strategies which provide solutions to the marketing problems and issues identified.
Apply relevant marketing concepts, knowledge and theories to practical marketing situations.
Aim
The purpose of this assignment is to give student an experience in developing a marketing plan for a real
company in Hong Kong. Each group will perform in-depth analyses and discuss the strengths and
weaknesses of the company and its competitors, its existing customer and product strategies; and then
identify problems and make recommendations to solve the problems for the company. This assignment
also develops students’ oral and written communication skills, critical and creative thinking, and ability
to work in a collaborative environment.
Project Outline
1. Select one of the following consumer products:-
a) Biscuit – week 10
b) Carbonated drinks – week 11
c) Instant noodles – week 12
d) Hong Kong egg rolls – week 13
One product should only be selected by one group of each tutorial session by a random draw in
week 4 during tutorial session
.
2. Then, select
one real brand for your selected product. You can select an overseas brand but you
must focus its business in the Hong Kong market.
3. Each group submits a
Marketing Plan which must address each of the following areas by using as
many
theories as possible:-
a. Background – Briefly explain the brand background and its history in Hong Kong. (Hint:
refer to your project proposal) – about 0.5 page.
b. Competitor Analysis – Identify
at least two direct competitors. Compare the strengths and
weaknesses
of your selected product and the identified competitors. Draw a perceptual map
showing their current positioning. (Hint: refer to lecture notes and textbook Chapter 2 and
8) – about 1.5 pages.

2
c. Customer Analysis – Analyse the current segmentation strategy of your selected product.
For example, it uses demographic segmentation variables: age and education. (Hint: refer to
lecture notes and textbook Chapter 8) – about 1.5 pages.
d. Product Analysis – Analyse the
current product strategy of your selected product. (Hint:
refer to the lecture notes and textbook Chapter 10) – about 1.5 pages.
e. Recommendation (Problem Solving):-
i) Identify all the existing problems based on the above analyses – about 1 page.
ii) Make recommendations how to solve all the problems (identified in (i)) by using
marketing strategies, theories or concepts (e.g. customer value, competitive advantage,
customer satisfaction, utilities, etc.). And one of the recommendations is to develop a
new product. Describe the new product (including a new packaging, if any) in writing –
about 1.5 pages.
iii) Create a prototype of the new product. You may use any material (e.g. cardboard paper,
recycled plastic bottle, and clay) for producing/displaying the prototype.
iv) Put the colour picture(s) of the prototype for new product in the report and power point
slides.
Note: Observational survey is highly recommended. But, any kind of questionnaire surveys, interviews,
focus groups should be AVOIDED for conducting analyses.
Tasks
1. Group forming guidelines
a. Total 4 groups in each tutorial class and each group should contain similar number of the
students.
b. Submission of group members’ name and allocation of presentation date and product by
random draw in the tutorial session in week 3. Introduction to Marketing Introduction to Marketing Introduction to Marketing

2. Proposal Guidelines
Submission of proposal is due in week 7 during the tutorial session.

a. Each group is required to present the proposal within 10 mins and each group member is
expected to participate in presenting the proposal. Comments and suggestions will be given by
lecturer after presentation.
b. The proposal includes a) briefly explain the brand background, b) identify the existing
problems of its product that you selected, and c) describe how you will collect the information
for your report.
c. The format of the proposal: one page, single-line spacing, writing in paragraphs and font size
12 Times New Roman.
d.
No mark will be allocated for this proposal.
3. Written report
a. Around 7 – 8 pages (not more than 8 pages, excluding cover page, group task evaluation
form, table of content, new product pictures, references, and appendices).
b. Typed with
1.5 line spacing using font size 12 Times New Roman, on two-sided A4 paper,
1 inch margin for all sides of the paper, clearly and correctly page numbered.
c.
All references should be properly sourced and cited (refer to “Sample of Giving Support
Evidence and References” shown in the individual assignment). You are required to quote
at least
TEN references including at least ONE journal article from the list given on page 8.
3
d. A cover page should state 1) full name, 2) English name, 3) student number, 4) class, 5)
tutorial session, 6) group number, and 7) recent photo. A sample of the cover page is
attached for your reference (Appendix 2).
e. A complete group task evaluation form must be attached to the report.
f. Appendices should
NOT be more than 2 pages.
g. Pictures of the prototype should
NOT be more than 2 pages.
4. Verbal Presentation Guidelines
Presentation should include in the following sections:
a. Present the
whole Marketing Plan. Duration (refer to the Assessment Criteria – Time
Management
)

b. Participate in Questions and Answers (Q&A); Duration is 15 mins.
Important: – Each group member must actively participate in all sections (a to b).

5. Group task evaluation
Each group member is required to complete and submit ONE group task evaluation form
together with the written report. If significantly inadequate contribution of an individual member
is found, his/her marks will be deducted. An example of this evaluation form is attached for your
reference (Appendix 3).
6. Submission guidelines
a. Written report + Group task evaluation form (hardcopy + softcopy to Moodle)
b. PowerPoint Slides (hardcopy: 4 or 6 slides per page + softcopy to Moodle)
c. Product prototype
Due Date: Week 10 Tutorial session
The hardcopy of report and slides must be stapled securely and put in
one A-4 plastic folder. Introduction to MarketingIntroduction to MarketingIntroduction to MarketingIntroduction to Marketing Introduction to Marketing Introduction to Marketing
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Grading Aspects
1. Presentation 50 %
i. Team coordination (5%)
ii. Time Management (5%)
iii. Effectively use of IT/ visual materials
e.g. (PowerPoint slides + prototype pictures) (10%)
iv. Quality of verbal presentation (15%)
(individual performance)
v. Q&A (15%) (individual performance)
2. Written report 50 %

i.
ii.
Application of theories/concepts (15%)
Analytical skills (15%)
iii. Recommendation/Creativity (15%)
iv. Written presentation/references (5%)
____________
100 %
Total:
REMINDER
Participation Assessment
Midterm Test:
Individual Assignment:
Group project
Participation*:
34%
16%
40%
10%
________
100%

* 10% Participation includes discussions of in-class exercises. Students will be assessed on their ability to
give comments constructively to the presenting groups in group presentation sessions, express their ideas,
conclusions and recommendations in class discussions, and apply marketing concepts and theories in class
discussions.
1. All students including the presenting group must arrive on time.
2. Each group except the presenting group will gain 2% by asking 1 to 3 critical question(s) or
giving comments constructively to the presenting group during the 15-min Q&A session.
3. Participation marks will
NOT be given to absentees or late comers (i.e. late for more than 5
minutes from the start of the tutorial session).
4. Please keep proper manner when you are listening to others’ presentation!!
Alteration of submission
Any alteration to PowerPoint slides after submission or any provision of extra material during
presentation,
50% of the presentation marks will deducted. And NO alteration to the written report after
submission deadline is allowed.
Late submission
Due date will be strictly enforced.
No extension will be given once the schedule of the presentation is
fixed.
10% of the marks given will be deducted for each day of late submission (late submission less
than 1 day will be counted as 1 day late submission, e.g. submit one hour after the tutorial session in the
due date).
Plagiarism and Referencing
Students are required to pay attention to the regulations on plagiarism, which is set out in the Student
Handbook. In particular, all students should read the “Guidance Notes on Avoiding Plagiarism” and
“Bibliographic Referencing”. Also refer to the referencing style in the Appendix 1 of individual
assignment.
Important: Student should expect to receive ZERO mark if plagiarism or no bibliographic
referencing (i.e. in-text citation or reference list) is found. Introduction to Marketing Introduction to Marketing  Introduction to Marketing Introduction to Marketing

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Assessment Criteria –Presentation

Criteria Failure
F
Marginal
D
Satisfactory
C
Good
B
Excellent
A
Team coordination Unable to
coordinate among
team mates
Able to coordinate
among team mates
Able to coordinate
among team mates
and display a low
level of team spirit
Able to coordinate
among team mates
and display a
medium level of
team spirit
Able to coordinate
among team
members and display
a high level of team
spirit.
Criteria Failure
F
Marginal
D
Satisfactory
C
Good
B
Excellent
A
Time Management
(presentation of the
report)
Unable to finish the
presentation
according to the
time limit (more
or
less than 5
mins is
required).
Unable to finish the
presentation
according to the
time limit (more
or
less than 3
mins is
required)
Unable to finish the
presentation
according to the
time limit (more
or
less than 2
mins is
required)
Able to finish the
presentation
according to the
time limit (i.e.
25
mins sharp
) but
display uneven
pace (e.g.
sometimes is too
fast and sometimes
too slow)
Able to finish the
presentation
according to the time
limit (i.e.
25 mins
sharp
) and show
well time
management
throughout the
presentation (i.e.
pace is
equally well)
Criteria Failure
F
Marginal
D
Satisfactory
C
Good
B
Excellent
A
Effectively use of
IT/ visual
materials
(PowerPoint slides
+ Prototype)
Not all visual
material is relevant
and/or is presented
in a disorganised
manner.
Visual material
presented is
relevant but lacks
structure or visual
impact.
Visual material
included is relevant
to topic and has
been structured.
But visual impact is
limited.
Visual material is
carefully
structured with
clear information
and objectives.
Visual material is
creatively presented
resulting in clarity of
information and
objectives.
Criteria Failure
F
Marginal
D
Satisfactory
C
Good
B
Excellent
A
Quality of verbal
presentation
(individual student)
Makes no eye
contact with
everyone in the
room and only
reads from notes
OR
Sit, slump, or lean
all the time
OR
Often mumbles or
cannot be heard
Occasionally uses
eye contact, but
still reads mostly
from notes.
OR
Shaking or hands in
pocket
occasionally
OR
Voice is low to
hear all the words
Maintains eye
contact most of the
time but frequently
returns to notes
OR
Stands firm but
without proper
facial expressions
OR
Voice is clear but
occasionally cannot
be heard
Maintains eye
contact with most
of the people.
AND
Stands firm with
proper hand gesture
AND
Clear voice and
correct, precise
pronunciation for
all to hear
Maintain Firm Eye
contact with every
audience.
AND
Walking around to
interact with all
audience with proper
hand gesture
AND
Clear voice and
correct, precise
pronunciation with
good pace and pause
for understanding
Criteria Failure
F
Marginal
D
Satisfactory
C
Good
B
Excellent
A
Q&A response
(individual student)
Unable to answer
any question
Few questions can
be answered and
have limited
supporting
ideas/arguments
Few questions can
be answered and
have some
supporting
ideas/arguments
Many question(s)
can be answered
but some have
limited strong
supporting
ideas/arguments
Many question(s)
can be answered in a
comprehensive
manner and displays
confidence

6
Assessment Criteria – Written Report

Criteria Failure
F
Marginal
D
Satisfactory
C
Good
B
Excellent
A
Application of
concepts/theories
Note: use at least
one article provided
Many
concepts/theories
are irrelevant.
Few
concepts/theories
are relevant.
Most
concepts/theories
are relevant.
All
theories/concepts
are relevant
All
theories/concepts
are relevant and
adequate enough to
develop the main
idea effectively and
accurately.
AND
One or more journal
articles provided are
effectively used.
Criteria Failure
F
Marginal
D
Satisfactory
C
Good
B
Excellent
A
Analytical skills Unable to analyse
and interpret the
problems/issues.
Demonstrates
minimal analysis
and understanding
of the problems/
issues.
Demonstrates some
accurate analysis
and understanding
of the problems/
issues.
Demonstrate
adequate analysis
and interpretation of
the problems/ issues
accurately.
Sufficient
information is
sourced and
elaborated.
Demonstrate in
depth analysisand
interpretation of all
the problems/issues
accurately. A wide
variety of
information is
sourced and
elaborated.
Criteria Failure
F
Marginal
D
Satisfactory
C
Good
B
Excellent
A
Recommendation
(Problem solving
skills)
(Problem
identification +
Recommendations+
Justifications)
No problem
identification
OR
No or weak
recommendation
OR
No or weak
justification
OR
No description of
the new product.
Some problems are
identified
OR
Some but
insufficient
recommendations
and justifications
OR
Insufficient
description and
justification of the
new product.
Sufficient, clear
problem
identification,
AND
Sufficient, clear
recommendations
and justifications
but insufficiently
and effectively
using marketing
strategies.
AND
Sufficient, clear
description and
justification of the
new product.
Many problems are
identified
AND
Feasible, sound
recommendations,
justifications and
new product in
consideration of
some relevant
marketing
strategies.
All problems are
identified.
AND
many relevant
marketing strategies
to solve problems.
AND
Pictures of new
product design are
very creative and
presentable.
Criteria Failure
F
Marginal
D
Satisfactory
C
Good
B
Excellent
A
Written
presentation &
references
(refer to the
referencing format
given in the
individual
assignment)
No reference is
given or less than
10 or
no journal
article
is listed.
OR
None of the write
up format
guidelines is
followed and
referencing format
is not followed.
OR
No in-text citation.
10 references are
given but few are
relevant and at least
one
journal article
is listed.
OR
Few write-up format
guidelines are
followed but
referencing format
is not followed.
10 references are
given and most are
relevant and at least
one
journal article
is listed.
OR
All write-up format
guidelines are
followed and
referencing format
is followed but not
very presentable.
10 or more
references are given
and most are
relevant and at least
one
journal article
is listed.
AND
All write-up format
guidelines are
followed and
presentable, and
referencing format
is followed.
10 or more
references are given
and all are relevant
and at least one
journal article is
listed.
AND
All write-up format
guidelines are
followed and
presentable in a
professional way,
and referencing
format is followed.

7
Checklist to check before handing in your written report
1. Does it have a cover page, table of content and appendices?
2. Does it have a group task evaluation form attached?
3. Have you used headings and subheadings all the way through?
4. Have you numbered all pages?
5. Have your listed all references correctly and properly cited the sources in the content?
6. Does the report content more than 8 pages? (If yes, you should reduce the content).
7. Have you checked that you have included the most important points and eliminated the less
important or not important points?
8. Have you double checked for spelling and grammatical errors?
9. Does it look like a professional business report that you would be proud to hand to your senior
manager at work?
10. Have you prepared the product prototype?
11. Have your prepared the picture(s) of the prototype?
Due Date:
Name of team member & selection of product: Tutorial Class 3
Project proposal
(with a cover pager) :
Tutorial Class 7
Written report and PowerPoint slides Tutorial Class 10 (ALL GROUPS)
Verbal presentation: Group 1 – Tutorial Class 10
Group 2 – Tutorial Class 11
Group 3 – Tutorial Class 12
Group 4 – Tutorial Class 13
8
Appendix 1
List of Journal Articles
1. Business marketing: understanding what customers value
2. Break free from the product life cycle
3. Rediscovering market segmentation
Reference
Anderson, J., C., & Narus, J., A. (1998), “Business Marketing: Understand What Customers Value”,
Harvard Business Review, 76(6), 53-65.
Moon, Y. (2005), “Break Free from the Product Life Cycle”.
Harvard Business Review, 83(5), 86-94.
Yankelovich, D., & Meer, D. (2006), “Rediscovering Market Segmentation”,
Harvard Business Review,
84
(2), 122-131.
Students are required to use at least ONE journal article from the above list for this
project, otherwise marks will be deducted. Please download the articles from the
MOODLE.

9
Appendix 2 (cover page sample)

Title: e.g. Dairy Farm
Class / Tutorial: e.g. C01A Group Number: e.g. 1
Lecturer:
Full Name English name Student Number Recent photo
Project Leader first Please insert your recent
photo here (passport size
and color; refer to the
sample below)

10
Appendix 3 (Group Task Form Sample)
Group Task Form

Student Name Student No. Contents
(Based on your table of content)
Report Presentation Signature
CHAN, XX 0500000a
0200000a
Introduction
Wong, XX 0400000a Nature of business and background
Tai, XX 0300000a Strengths
Chow, XX 0200000a Weaknesses

References
Appendix

 

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