CLICK ON THIS LINK TO GET A SIMILAR PAPER ON; ESSAYSHARKS.US

Deakin University
Department of Marketing, School of Business
MMK 325 Strategic Marketing
Trimester 2 2016
Assignment Brief -Major written assignment (40%) and Presentation(10%)
DUE DATE AND TIME
Due by 19th September 2016 (Monday) 5pm AEST time. via
DSO assignment dropbox only – this means no hard copies.
PERCENTAGE OF FINAL
GRADE
50% (including written and presentation)
HURLDE DETAILS No hurdle
Learning Outcome Details
Unit Learning Outcome
Graduate Learning
Outcome
ULO1: (Think) Identify and explain theoretical concepts and various
strategic tools used in conducting a comprehensive situational
analysis aiding in marketing strategy development and programs.
GL04: Critical thinking
ULO2: (Do) Apply the strategic marketing concepts, frameworks
and tools to an organization operating under complex macroenvironment to develop robust
GL01: Disciplinespecific knowledge and
capabilities
GL05: Problem solving
GL07: Teamwork
ULO3: (Tell) To apply (i.e., ULO2-Do) the strategic marketing
concepts,
frameworks and tools students will have to demonstrate effective
and
appropriate communication skills in a group environment.
GL02: Communication
GL06: Selfmanagement
GL07: Teamwork
Refer to the marking rubric for details of how to evidence the ULOs in your assessment submission. 2
Assessments at a glance
There is a full description of assessments in a later part of this document.
Name Brief Description
Team
Written
Assignment
40%
(3000 words)
Teams of 5 or 6
The written assignment is a detailed analysis of a given case study and is divided
into Two Parts (both parts need to be included in your final submission)
Part A: Situational Analysis
Part B: Strategy Development, Implementation and Control
Due by 19th September 2016 (Monday) 5pm AEST time. via DSO assignment
dropbox only – this means no hard copies.
You may submit written assignments earlier than the deadline. Please remember
to attach an Assignment Cover Sheet to the front of your assignment and check
the declaration for plagiarism on Cloudeakin. Place a note on the first page of
your assignment (cover) about the turn-it-in percentage. Submit all written
assignments as a word file (NOT PDF file format please).
Team
Presentation
10%
Team presentation* of findings from Part A of your Team Written Assignment +
Two page summary (maximum). Nominate a time to present in weeks 5, 6 or 7.
All must present. If someone from the team is unable to present (i.e., absent
during the presentation, that member of the team will not be allocated with any
mark). It doesnot impact on marks obtained by others in the team. In simiple
term you need to be present to obtain your mark.
*The presentations will be conducted during the tutorials/seminars for Burwood
campus students. On Campus students nominate their group members’ names to
their respective Tutor (in class). Please ensure if you are on campus student you
form groups within your seminar/tutorial.
Online students present during their Blackboard Collaborative seminars (i.e.,
online tutorials) (Details will be provided in Cloud Deakin) (or through other
arrangements if necessary). Cloud/Online Students will nominate times to
Yolande Vandenberg (unit coordinator)/seminar tutor.
Presentation slides and synopsis (this is an overview of the presentation note a
script) are due 8th August at 10.00am for ALL groups regardless of when they are
presenting. No changes may be made to either the slides or the synopsis past the
submission date.
Examination
50% 2 hours closed book. Please check student connect for time and venue 3
What is the rationale for a Team assignment
Strategy is a team based activity. Simulating collaboration in a team assignment gives you a chance to
work on a business-case as a team based activity. This process is used at many good business schools
around the world. It is also the way business cases are put together in most corporations. Team
members often take on different roles in a strategic decision making situation which may include roles
suc as CEO, marketing manager, financial controller, HR and/or operations manager. It is advisable
that each member takes on the responsibility of one/two components of the assignment and at the end
all members read the entire report once its completed. If the group wants one member may take a lead
role and ensures the report is complete and well done.
You are to form teams of Five or Six members; this is normally the number of managers involved in
strategic planning. Team membership must remain consistent for all assignments. If you eject a team
member, you will have to find a replacement. Similarly, if you leave a team, you will have to
find another team to join. This is a team assignment; no student can submit an individual
assignment.
Your will sign up to a team on Cloud Deakin and form teams in class. Teams will act as consultants
in a strategic consulting firm. They report to the principal consultant (tutor/lecturer). Each team
works on the same project, coordinating with other teams to develop a comprehensive strategic
solution to the business problem. Similar to the workplace, team members are encouraged to exhibit
professionalism and to get the project ‘in’ on time and to task.
Our pedagogy is adult centred learning; this means that we believe in self-moderating teams. This
also means that you have to sort out your own team problems - You must make your team function. In
light of this, choose your team members carefully; they may bring your grades down. I also suggest
you have a team leader who coordinates work and acts as a ‘whip’. 4
Team Contract:
All members are must enter into a written team contract. A template for this contract appears below
MMK325 Team Contract
Teams must consist of members attending the same tutorial. The unit chair’s permission is required if
you wish to have teams fewer than 5 or 6 members under extra ordinary circumstance. We prefer 5 or
6 per team. Please nominate a group leader.
Tutor’s Name:______________________________________________________
Tutorial Day:___________________ Tutorial Time:________________________
Group Members (Names, Student ID, contact information, and signature and roles allocated):
Teams will endeavour to resolve disputes within the group. If you request instructors to mediate
conflict, we will ask for your team’s contract. Take the contract seriously as it is treated as legal
document. It details your promises to your fellows. These promises will be enforced by the unit chair.
If you do not have a contract, the instructor will decide on the outcome. Upon submission of an
assignment/presentation, instructors will not mediate group problems. Once you have put your
team-member’s name on the assignment, they will be given the same number of marks for the
written assingment. If you are experiencing difficulties with group interaction mechanics and cannot
work it out, please approach your tutor prior to handing any work in. The teaching staff will not
mediate any complaints that arise after work is handed in.
In the case of a dispute that cannot be resolved, each member will have to complete a confidential
peer-evaluation form that states the percentage of marks awarded to the other group members. The
final grade awarded to each group member will be an average of what their peers have awarded them. 5
Please hand this form to your tutor by Week 3 of semester. Your tutor will keep this form on
file until the results for this unit are released.
Detailed assignment brief
Team Written Assingment (40%)
Your team will analyse an assignment case “Marshalls PLC” . The case study is found in the green
book of case studies which is included in the purchase of your textbook. The written assignment
includes two components Part A: Situation Analysis and Part B: Strategy Development and
Implementation.
Remember we mainly focus and rely on the case context and information and timeframe (i.e., data
available during 2011-2012 (this is where we are) and plan for next three/four years)
You are expected to write around 1300 words for Part A and around 1700 words for Part B (this is a
given as guide only, I will leave it up to the team to decide how much they would like to include for
each section/part).
You are required to use graphics, charts and tables to present your solution clearly. Tools to generate
these graphics are discussed during the class and seminar and also available in your text book. In
business, people often respond better to ideas presented in tabular and graphical formats. Assignments
without graphs, flowcharts and tables will be awarded substantially lower marks. Look at the
“General Assignment Standards” section of this document for formatting guidelines. All work MUST
be your own. Late submissions will not be accepted as per the faculty guideline.
Answers will be assessed for appropriateness and persuasiveness. Application of strategic marketing
concepts is expected. You are to use only the material from the case. It is NOT encouraged to
research outside of the case content and lecture material. The aim is to analyse and make
deductions from the evidence available, not research.
Success in this assignment (and in the business world) depends on your ability to communicate
effectively. You should apply a sustained effort on assignments throughout trimester – do not leave
writing to the last minute. Your write-up will be graded on the quality of your expression. Keep it
clear and concise.
Part A : is based on the strategic analytical methods covered in the first part of this course (see the
course navigator). Note that analysis and critical thought is important. Mere ‘summary’ of the
material from the case will be awarded extremely low marks – read ‘How to analyse a case’ on
Deakin Cloud and come/listen to lectures and tutorial regularly. Remember your tutor/lecturer
will often discuss the assignment task during the tutorials. Please feel free to consult with the unit
chair during consulting hours/ (or through elive/bb collaborative for off-campus students). Part A will
form the basis of your presentation as well. Please see the Presention subsection of this document for
further details. 6
Part B: Buidling on the situational analysis of Part A, your team in Part B will develop high level
marketing strategy and will include how to implement and control your proposed strategies. for the
period of 2013-2016 (this is based on the timframe of the case study). Warning: do not give us an
annual or operational plans (i.e., typically product or brand marketing plans). This plan must
account for the constraints on the business’s future. This plan should also suggest some alternative
strategies if applicable; your job is to describe the strategic thrusts needed to achieve one or more
complimentary strategic directions.
As your strategy follows your analyses, please raise any querie with your lecturer/tutor in class
as well as during the presentation. This will help to develop a robust presentation as well as
submitting your complete written assignment in due time.
Your final document/assignment will have a maximum of 3000 words (body only – all attachments do
not count, tables, charts, figures do not count as well as appendix don’t count). It should be of a
professional (commercial) standard.
Below is a suggested outline of your report (along with some brief notes for each points) and we
expect that your report includes the following at a mimimum:
Cover Page with group details
Table of Content
The Narrative or Story of your strategic report (Executive Summary) (1 page max) (this needs to be
done at the very end)
Part A: Situational Analysis
A1) Industry Analysis-- Define and characterize the industry Marshall is operating in for the period
leading up to 2011/2012 (please don’t be confused we are taking our selves back to the case study
timeframe) Asses the industry’s attractiveness till 2012, be sure to provide evidence.
A2) Competitor Analysis-- In terms of business and other types of sustainability, who are the
company’s major competitors/threats? Use relevant strategic tools (covered in class) to categorize
them.
A3) Critical Issues and identification of Key success factor—List a set of critical issues in the
industry/market based on the information provided till 2012 and then identify which of these translate
into key (critical) success factors at the market/industry level for the players within that
industry/market?
A4) Develop a Competitive Strength Grid
Part B: Strategy Development, Implementation and Control
B1 ) Strategic Positioning of your case company and addressing the PLC. 7
B2) Setting Mission, Vision, including Marketing Goals and Objectives (for 3 years) (include your
definition/descripton of corporate/SBU or product level strategies (you need to use your judgement
and as you see best fit about the level of strategy) and a depiction of their relationship (i.e. mission,
vision, goals. Objectives etc. using an organisational flow chart/diagram/figure).
B3) Setting Customer, Sales and Profit objectives ( a table illustrating this and which manager does
each objective.belong to? – key into org chart you have done in B2) (i.e., what are the objectives as
team or consultant you want to set for the company? (bulding on whatever data available in the case))
B4) Creating value through marketing mix (i.e., overall strategy for the different Ps of your marketing
mix aligning with your strategy/objectives)
B5) Financial Projections and Justification how it supports your strategies/objectives (for example in
the light of your forcasted sales, growth, profit. Also you may talk about sourcing of funds etc..)
B6) Montioring and Control ---how would you monitor your strategy? (i.e., for example setting KPIs,
objectives) and what sort of control mechanism will you have in place?
Conclusion
Individual Reflections
References
Appendices
General Assignment Standards
Submission deadlines for all written work are firm—late submissions will not be accepted.
Assignments handed in late may be given the assessment value of `zero' (under the dicretion of the
unit chair). An independent marker (which will be supervised by the unit chair) will return marked
work through cloud Deakin. Please submit all assignments as a single file. Please do not submit pdf
copies. Submit only word copies.
A high standard of presentation in all regards is expected. All written assignments will be marked
accordingly. As a guide, the following requirements must be observed:
 Correctly referenced (Harvard Referencing), with a Reference List. Plagiarism (i.e.
copying) of any kind will not be tolerated. Please include a turn-it-in report.
 All pages numbered, cover page, TOC, headings, and paragraphs.
 Must be neat, free from spelling/punctuation mistakes, typographical errors and be
grammatically well-composed.
Prerequisites
We assume that you have an adequate command of: 8
 Written and oral English – you are expected to understand, and be able to express
yourself in written assignments and oral presentations according to prevailing Australian
business standards,
 Basic mathematical and statistical skills,
 Basic computing and internet use and Library research skills, and
 Word processing and presentation skills.
This unit requires a substantial amount of reading and preparation. If you are not well-versed in any of
these areas, you should make every effort to learn these skills by undertaking additional reading
and/or practice in your own time. Do not hesitate to ask your instructor about the level of work
required.
Individual Reflection guidelines
Each student within the team has to include an Individual Reflection on their personal learning
process during the assessment and unit.
(Guideline – Approx 150 words each student) – This is attached to the end of your assignment.
(not part of the 3000 assignment words).
Use these guidelines as headings for your personal reflections. These reflections have to be included
in the final Assignment. Individual Reflections are about the team building process, the work process
and your learning with the content and how this helps you in completing the project.
1. How I have worked in the assignment process – be critical
2. What have I learnt from the content
3. What improvements could I have made to assist the team process? 9
Case presentation (10%)
Each team will present their key finings from Part A of your written assignment during a nominated
time and day (i.e., during weeks 5, 6 or 7). This piece of assessment serves as a part of the
progressive development of the full report.
The presentation should include how you are have conducted your overall analysis for the different
components of Part A and what were the key findings. You should also prepare a one or maxium two
page brief word processed synopsis of your presentation – this should not be a copy of presentation
slides. Be careful to highlight the ‘theme’ of the day’s talk. Point form is acceptable. The document
can be a handout.
In grading, a heavier emphasis will be placed on presentation skills as well. You must have the role of
host (opens and closes the presentation, summary, introduces speakers), speakers who present content.
We will be looking for performance as a team. Therefore it is envisaged that all members within the
group participates during the presentation. Presentation expectations will be conveyed in the tutorials.
READING and use of NOTES during the presentation = failing grade. You have done the
research and know the information. Use the presentation to tell us what you have found.
All team members must be present and be engaged. Your presentation is expected to be clear and
address the application of an analyses or frameworks to the case. Your team must nominate the week
you will present. Nominations will be on a first come first serve basis. The timeslots for presentation
(weeks 5, 6, 7) need to be booked by week 2, with your instructor by signing up to the presentation
sheet in class with your tutor or by emailing Yolande Vandenberg.
Please see the rubric at the end of this document on how your presentation will be graded.
Teams are expected to be ready for the presentation at the commencement of the allotted slot. You are
allotted 20 minutes for the presentation (15 minutes presentation + 5 minutes for questions).
On-campus: in tutorial/seminar
Online: during black board collaborative (bbc) (older version known as eLive session) or other
mutual arrangement (e.g. recording). See Cloud Deakin site of MMK 325 for details.
Presentation slides and synopsis are due on the 8th August at 10.00am.
All groups must upload sides and synopsis by the 8th of August. No changes are allowed to be
made to the slides and synopsis once submitted so as to not disadvanatges groups presenting in
different weeks. 10
Further and critical information:
Late submission
Extensions can only be approved by the Unit Coordinator and Unit Chair (Yolande Vandenberg and
Prof John Hall). Extensions can be granted for documented serious illness (not just on the day the
assignment is due!) or for compassionate reasons under extenuating circumstances. The unit chair
can ask to see how much work has been completed before granting an extension.
Work or holiday reasons are NOT grounds for an extension – you are expected to manage these
issues as part of your studies. You are strongly encouraged to start early and to continually backup
your assignment as you progress. Computer crashes or corrupted files will NOT be accepted as valid
reasons for an extension of any length.
For further information about Special Consideration, visit
http://www.deakin.edu.au/students/assessments/special-consideration
Penalties for late submission
Assignments or other assessment tasks conducted during the trimester submitted late without an
extension being granted will not be marked. These will be held until final grading and may be taken
into consideration in a pass/fail situation.
Turnitin
Students are strongly recommended to check originality through Turnitin, prior to submitting the
final assessment. For more information about Turnitin and how to check for originality, refer to the
Deakin website information at:
http://www.deakin.edu.au/learning/cloud-learning/clouddeakin/guides/assessment/turnitinplagiarism-and-grademark
Referencing
You must correctly use the Harvard style of referencing in this assessment.
Academic Integrity, Plagiarism and Collusion
Plagiarism and collusion constitute extremely serious breaches of academic integrity. They are forms
of cheating, and severe penalties are associated with them, including cancellation of marks for a
specific assignment, for a specific unit or even exclusion from the course. If you are ever in doubt
about how to properly use and cite a source of information, consult your lecturer or the Study
Support website http://www.deakin.edu.au/students/study-support/referencing
 Plagiarism occurs when a student passes off as the student’s own work, or copies without
acknowledgement as to its authorship, the work of any other person or resubmits their own
work from a previous assessment task.
 Collusion occurs when a student obtains the agreement of another person for a fraudulent
purpose, with the intent of obtaining an advantage in submitting an assignment or other work.
Work submitted may be reproduced and/or communicated by the university for the purpose of
assuring academic integrity of submissions (http://www.deakin.edu.au/students/studysupport/referencing/academic-integrity 11
Can I recycle my own work?
Deakin students are not permitted to recycle their assessment work, or parts of assessment work,
without the approval of the unit chair of their current unit. This includes work submitted for
assessment at another academic institution. If students wish to reuse or extend parts of previously
submitted work, then they should discuss this with the unit chair prior to the submission date.
Depending on the nature of the task, the unit chair may permit or decline the request.
Assignment submission
You must keep a backup copy of every assignment you submit, until the marked assignment has been
returned to you. In the unlikely event that one of your assignments is misplaced, you will need to
submit your backup copy.
Any work you submit may be checked by electronic or other means for the purposes of detecting
collusion and/or plagiarism.
When you are required to submit an assignment through your Cloud Unit Site, you will receive an
email to your Deakin email address confirming that it has been submitted. You should check that you
can see your assignment in the Submissions view of the Assignment dropbox folder after upload, and
check for, and keep, the email receipt for the submission
Building evidence of your experiences, skills and knowledge (Portfolio)
Building a portfolio that evidences your skills, knowledge and experience will provide you with a
valuable tool to help you prepare for interviews and to showcase to potential employers. There are
a number of tools that you can use to build a portfolio. You are provided with cloud space through
OneDrive, or through the Portfolio tool in the Cloud Unit Site, but you can use any storage repository
system that you like.
Remember that a Portfolio is YOUR tool. You should be able to store your assessment work,
reflections, achievements and artefacts in YOUR Portfolio. Once you have completed this assessment
piece, add it to your personal Portfolio to use and showcase your learning later, when applying for
jobs, or further studies. Curate your work by adding meaningful tags to your artefacts that describe
what the artefact represents