HI5004 Marketing Management
Assessment Details and Submission Guidelines
Trimester T1 2019
Unit Code HI5004
Unit Title Marketing Management
Assessment Type Report
Assessment Title Group assignment
Purpose of the
assessment (with ULO
Mapping)
This assignment requires your group to undertake the process of analysing one
organisation and its operating environments from a marketing perspective. And then
apply the learning from lecture 1-9 in the development of marketing strategy. You will
provide an overview of this organisation, as well as detail the type of orientation
towards marketing it takes. You are also required to examine and analyse the context
and environments in which this organisation operates (its industry and the macroenvironmental forces impacting on the industry).
Weight 30 % of the total assessments
Total Marks 30 marks
Word limit 3000 words
Due Date Week 10, Friday 31st May, 2019, 11.30pm
Submission
Guidelines
 All work must be submitted on Blackboard by the due date along with a completed
Assignment Cover Page.
 The assignment must be in MS Word format, no spacing, 12-pt Arial font and 2 cm
margins on all four sides of your page with appropriate section headings and page
numbers.
 Reference sources must be cited in the text of the report, and listed appropriately
at the end in a reference list using Harvard referencing style.
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HI5004 Marketing Management
Assignment 1 Specifications
Please note that a draft version of group assignmentmust be submitted by 5pm on Friday 24th May, 2019,
week 9 the latest and includes the following content:
– Topic chosen
– Draft executive summary
– Headings for main body of the essay
– Individual contribution to the essay, detailed by each heading
Please be noted that if the draft version is not submitted, the final submission of the essay will not be marked
and a penalty of 1.5 marks is applied to the late submission of the draft version.
Marketing strategy development
This length limit includes any text, figures, tables, in-text references, and appendices. This limit does not
include the cover page, table of contents, or list of references (at the end of assignment).
Formatting: Report and please ensure that the report includes page numbers on each page.
Submission:
It is critical that students have a group and that you have informed me and you have been recorded in the
system as part of a group.
Regarding the group assignment, an individual student who has not joined any group and who has not
registered in any group in the system cannot submit the group assignment because the link has been set up
as a group submission mode (That is, the group submission links are not visible to any individual student who
is not a member of any group).
By now, you should see on your course home page and under “Assignments and Due Date” 2 links: 1) Selfcheck link; and 2) Final submission link;
Use 1) and 2) to upload your written report. Only 1 student (i.e. the group leader) should submit. Once a
member has uploaded a report, the other members can no longer upload a duplicate copy of the report.
Requirement:
This assignment requires your group to undertake the process of analysing one organisation and its operating
environments from a marketing perspective. And then apply the learning from lecture 1-9 in the development
of marketing strategy. You will provide an overview of this organisation, as well as detail the type of orientation
towards marketing it takes. You are also required to examine and analyse the context and environments in
which this organisation operates (its industry and the macro-environmental forces impacting on the industry).
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HI5004 Marketing Management
Instructions
The report must address the following issues:
**Please note: It is recommended that you follow the outline presented below and answer each question as
it is presented.
Issue 1 (10% of marks for the assignment)
Provide a brief description of this organisation and the industry to which it belongs. You may also want to
include in this description any mission statements, value statements or ‘slogans’ that this organisation utilizes
to communicate its purpose. In describing this organisation, please also identify its orientation towards
marketing and provide relevant, detailed and factual supporting evidence to substantiate why you have
identified this specific orientation. Finally, include a brief description of the product(s) this organisation offers
the market. And comment on what role the brand has in this organisation’s marketing strategy.
Issue 2 (20% of marks for the assignment)
Analyse each of the 5Cs for this organisation:
a. Company – what are the strengths and key resources, what are some of the weaknesses? What are the
opportunities and threats?
b. Customers – who is the company serving and what type of behaviour is ‘typical’ from them?
c. Collaborators – describe their suppliers, distributors or other partners that help the company to deliver their
products to the market? If company doesn’t have any – explain why it is not necessary.
d. Competitors – who are the current main competitors, are there any potential new threats or new entrants
to the marketplace?
e. Context – what other factors affect this organisation (e.g., legal, political, technological, etc.)?
Issue 3 (20% of marks for the assignment)
How does the firm go about collecting information (e.g., market research, market intelligence, etc.) about the
5Cs? For example, how does it learn about?
a. What customers want?
b. Which competitors pose a threat?
c. How the context of business is changing, if at all?
d. What role collaborators play in the process?
Issue 4: Developing marketing strategy (25% of assignment marks)
Based on the market analyses, outline potential market segments that are available to the chosen
organisation. Recommend and justify:
– a choice of target market(/s)
– a value proposition for the target market(/s).
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HI5004 Marketing Management
– a positioning statement for the target market(/s).
Issue 5: Developing marketing tactics (25% of assignment marks)
Recommend and justify a detailed marketing mix (4-7Ps) to support the marketing strategy described in Issue
4.
** In all cases, please remember to justify your argument(s) in this assignment by explaining and providing
reasoned arguments for why you have formed your views. Please ensure that you support your arguments by
explicitly applying and drawing insights and conclusions from relevant marketing models, concepts and theory
covered in the course to date. Do not simply rely on offering personal conjecture or opinions.
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HI5004 Marketing Management
Marking criteria
Marking criteria Weighting
Issue 1 (10% of marks for the assignment)
Provide a brief description of this organisation and the industry to which it belongs
10%
Issue 2 (20% of marks for the assignment)
Analyse each of the 5Cs for this organisation
20%
Issue 3 (20% of marks for the assignment)
How does the firm go about collecting information (e.g., market research, market
intelligence, etc.) about the 5Cs?
20%
Issue 4: Developing marketing strategy (25% of assignment marks)
Based on the market analyses, outline potential market segments that are available to
the chosen organisation.
25%
Issue 5: Developing marketing tactics (25% of assignment marks)
Recommend and justify a detailed marketing mix (4-7Ps) to support the marketing
strategy described in Issue 4
25%
TOTAL Weight 100%
Assessment Feedback to the Student:
HI5004 Marketing Management
Marking Rubric
Criteria
Levels of Achievement
Unsatisfactory Satisfactory Good Very Good
Issue 1: Provide a brief description of
the company and the industry to which
it belongs
0.5 to 1 points 1.5 to 2 points 2.25 to 2.5 points 2.75 to 3 points
Introduces the topic of the
research report, but omits a
general background of the
topic and/or the overall
“plan” of the report.
Satisfactorily introduces the
topic of the research report.
Gives a general background.
Indicates the overall “plan”
of the report.
Introduces the topic of the
research report in an
engaging manner which
arouses the reader’s
interest.
Gives some general
background and indicates
the overall “plan” of the
report.
Introduces the topic of the
research report in an
extremely engaging manner
which arouses the reader’s
interest.
Gives a detailed general
background and indicates
the overall “plan”.
Issue 2: Analyse each ofthe 5Cs for this
company
1.5 to 2.5 points 3 to 4 points 4.25 to 4.75 points 5 to 6 points
Lists 5 Cs but Inadequate
discussion of each element
Lists 5Cs and Adequate
discussion develops logically
Detailed, original discussion
develops logically with
some connection between
5Cs
Logical, insightful, original
discussion with well
connected
Issue 3: Collecting informationfor5Cs
1.5 to 2.5 points 3 to 4 points 4.25 to 4.75 points 5 to 6 points
Insufficient information
about the company collect
information for 5Cs
Limited information and
discussion about how the
company collect
information for 5Cs
Adequate discussion about
how the company collect
information for 5Cs
however, still lack some
connections between all
paragraphs
Gives a detailed discussion
about how the company
collect information for 5Cs
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HI5004 Marketing Management
Issue4:Developing marketing strategy
1.5 to 3 points 4 to 5 points 5.5 to 6 points 6.5 to 7.5 points
Little/no demonstrated
understanding of target
market and segmentation
Understanding of
segmentation, identifies
correctly marketing
segmentation
Lack of argumentation and
discussion about positioning
statement
Adequate discussion about
segmentation and
positioning statement
Gives a detailed discussion
about segmentation, clear
argumentation about
positioning statement
Issue5:Developing marketing tactics
1.5 to 3 points 4 to 5 points 5.5 to 6 points 6.5 to 7.5 points
Very little /no discussion
about marketing mix
States and has some
discussion about marketing
mix
Sufficient discussion about
Marketing Mix
Have some connections
with the previous issue
Logical, insightful, original
discussion with well
connected with all previous
discussion. Provide clear
marketing mix which
supports the marketing
strategy presented in the
previous section.

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