Report and Presentation Formatting BUMKT5902 Marketing Management

Group Assignment Details

This document contains the details for the group assignment for BUMK5902 Marketing Management for the second semester 2018. Included are aspects such as:

• The assignment requirements;
• How they meet the Learning Outcomes—refer to the course description;
• How the assignments are to be formatted; and
• How they will be assessed by using an Assessment Criteria Sheet.

You must read these in conjunction with the course description which contains other pertinent information on submission, etc. It is your responsibility to fully acquaint yourself with these requirements. If you are not clear on any aspect please speak with your lecturer.

The overall purpose of the assessment is for you to demonstrate an “advanced and integrated understanding of a complex body of knowledge” (AQF Level 9 – Masters

Good luck with the assignments.

Overview of the Assignments
The individual assignment focussed on how marketing generates financial success (profits and/or shareholder value) for organisations. The group assignment focusses upon how marketing can contribute in other important areas.

As a gross generalisation, marketing has been about encouraging consumers to buy more and neither the firms in the delivery chain (raw materials to retailer) nor the end-consumers were supposed to think beyond the acts of purchasing and consumption. This has led some in society to focus on the negative aspects of marketing but marketing also contributes to society in many positive ways, e.g. making people aware of and providing financial support for health-related issues such as motor neurone disease and breast cancer, and for environmental issues such as eliminating single-use plastic bags.

This assignment will broaden and deepen your view of what marketing is and how it benefits business, society and the planet. A more holistic view will emerge when consumers start to think about what and why they buy, how the general population can tackle social and environmental concerns, and what policies governments introduce to ‘guide’ business practices.

The UN has established 17 Sustainable Development Goals (SDGs)—see for example
Federation Business School is a signatory to the UN’s Principles for Responsible Management Education and its brand narrative embodies these principles and the 17 SDGs. The School wants to produce future business leaders who not only want to lead organisations that are financially sustainable but also contribute to the communities they live in and to protect the environment.

General Formatting Requirements for the Report

They are to satisfy the following requirements.
• Report format—business (not an essay)—see Report Writing notes on Moodle and other FedUni Library resources.
• Use a report Title page making sure you have all the required details—see below.
• The Executive Summary is placed before the Table of Contents.
• Insert the Table of Contents by using the Word steps—click on References, click Table of Contents and automate the process. If you have tables and figures you may want to consider having a Table of Tables and a Table of Figures shown after the Table of Contents.
• Page numbering. The Cover page is not numbered. The number format for the Executive Summary and the Table of Contents is i, ii, etc. The body of the report starting with the Introduction is numbered 1, 2, 3, etc.
• DO NOT write in the first or second person (I, we, our)—write in third person only.
• Proof-read at least three times for spelling, grammatical and logic errors.
• Font—any San Serif font, e.g. Arial.
• Size—11.
• Paragraphs—fully justified.
• Paragraph spacing—one space before and after.
• Line spacing—single.
• All tables and diagrams labelled—they do not form part of the word count. Check APA 6th Ed. Manual as tables are labelled differently to diagrams.
• APA reference style.
• Use Australian English, e.g. organisation NOT organization. You only use American English when you are quoting an American source.

For some unknown reason too many students choose to ignore the above requirements—why? I have no idea but in larger organisations there is a ‘template’ of how they want their reports done—this is no different. There are marks allocated to this but they are not ‘freebies’—if you do not follow the requirements then you are just giving away marks!


For the group assignment you will be required to submit your report via the Turnitin tab in the course’s Moodle shell. Turnitin is an electronic text matching system that compares text in a student assignment against a database of sources. The database contains copies of electronic text on the Internet, in published works, on commercial databases, and in assignments previously submitted to Turnitin by students in universities all over the world, including assignments obtained from Internet sites that sell student papers. This will help you identify where your referencing requires attention so that you can minimise plagiarism occurrences.

For more on plagiarism see: plagiarism/ch02.php

ONLY submit your report—DO NOT submit the School’s cover sheet where you state that you have complied with the University’s referencing rules and DO NOT attach the assignment’s Assessment Criteria Sheet (ACS) to the report as this will also affect the Turnitin score. The ACSs are at the end of this document—please submit these via the designated submission icon in Moodle.

Group Assignment: Marketing Plan to Solve a Community Issue—Report (25 Marks) & Presentation (10 Marks)—Total (35 Marks)

Report Presentation
Value: 25% of your final mark 10% of your final mark
Style: Business report PowerPoint slides
Length: 2,500 – 3,000 words Max of 20 slides
Date: Partner lecturer to insert day/date/time in required format as follows. Friday 3rd August 2018 8am Partner lecturer to insert day/date/time in required format as follows. Wednesday 1st August 2018 8am)
Submission: Submit via Moodle Turnitin—Word document (NOT .pdf) Presentation—3 slides per page handed to lecturer prior to presentation. Also submit via Moodle—PowerPoint file
Marking criteria: See Assessment Criteria Sheet at the end of this document See Assessment Criteria Sheet at the end of this document
Details: Handout and Moodle Handout and Moodle

You will form a group (maximum of three group members)—you are the Strategic Marketing Group for a local council (e.g. Melbourne, Bayside, Casey) and your task is to develop a 12 month marketing plan to tackle any local community problem(s), e.g.

1. The amount of street waste in the council area.
2. The presence of plastic waste in the waterways (creeks, rivers, the ocean).
3. Domestic violence.
4. Household burglaries.
5. Encouraging residents to be more active by using the council’s recreation facilities.

It is important that you make it clear which council you work for and which of the 17 SDGs you are tackling—you may choose more than one problem but I suggest you limit it to a maximum of three.

You will produce a report for, and also present to senior executives of the district.

The main components are as follows and some comments to help you.

1. Background to the issue(s). If you select the presence of plastic waste in local waterways then provide images, provide a summary of any reports on the matter, e.g. from the district or newspapers, etc.
2. Campaign branding. You need to come up with a catchy title that everyone in the community will instantly recognise as your community issue marketing campaign, e.g. Pristine Island Waters 2018.
3. Target market description. Describe the people in the district—this would cover not only those that live there but also those that work and visit the area. Using census data may be helpful but you may also do so by using observation—a legitimate market research technique. Further, you may want to prioritise the segments when it comes to implementing your marketing plan—make sure you given a reason for this prioritisation.
4. Goals and objective. Many people make no distinction between goals and objectives but in this course there is a distinction and there is only ONE way to depict your campaign’s Goals and Objectives—this is non-negotiable! In brief, Goals are simply one or two words to describe what is to be achieved and Objectives are quantifiable and time-specific. The following non-negotiable table provides an example (format only—the Goals and Objectives shown are only examples of what you could show here).

Goals How Measured 3 Mths 6 Mths 9 Mths 12 Mths
Build Awareness Percentage of target audience aware of the campaign 10 25 50 75
Change Perception Percentage of the target audience who positively change their perception of the severity of the issue 5 10 25 50
Change Behaviour Percentage of the target audience who take at least one positive step to solve the community issue 2 5 15 30

Another issue is just what is the ‘ideal’ number of goals?—I think 3-4 would be sufficient. You should place the goals in a logical and prioritised order, e.g. in the above table it would not make sense that your first goal was Change Perception and your second was Build Awareness—clearly the target audience needs to be made aware of the new retail outlet before anything else can be achieved.
5. You MUST develop a strategy (encompassing the 7Ps) for each Goal/set of Objectives. In the above table there are three Goals so there has to be three separate strategies—one for each Goal and clearly identified as such. Not every P has to be included in every strategy, and you may find that some parts of the strategy to achieve Goal A may be applicable for Goal B, etc.—hence, the integrative nature of the 7Ps. DO NOT just provide a list various marketing strategies/tactics/activities that are unattached to any specific Goal/set of Objectives. FAILURE TO FOLLOW THE REQUIREMENTS IN STEPS 3 AND 4 WILL RESULT IN A POOR MARK FOR THESE SUB-SECTIONS.
6. The Goals and Objectives table tells you what needs to be measured and assessed, hence, you are required to detail how you will go about these tasks. It could be, e.g. by commissioning market research (what sort, when, etc.), by monitoring Facebook or other forms of social media.
7. The Appendices can include material that supports the body of your report.

Assessment Task Two Report Format and Requirements—Marketing Plan to Solve a Community Issue (20 Marks)
• Title page
o BUMKT5902 Marketing Management
o Insert Partner location, Semester 2, 2018
o Group Assignment—Marketing Plan to Solve a Community Issue
o Your names. (If you are an international student and also have an English name please write both names)
o Your student IDs
o The Due Date and Time— insert in following format—Wednesday 8th July, 2018, 8am.
o Submitted to— insert Partner lecture’s name
• Executive Summary (not part of word count)
o Introductory sentence/short paragraph
o Major Findings
o Major Recommendations
• Table of Contents
• Introduction
o Background to the task
o Purpose of the report
o Format of the report
• Issue(s) background
• Campaign branding
• Description of the target market
• Goals and Objectives
• Strategies
• Program monitoring and assessment
• References
• Appendices

Assessment Task Two Presentation Format and Requirements—Marketing Plan to Solve a Community Issue (10 Marks)

You must load the slides into Moodle by the day/date of your group’s presentation—your lecturer will give you these details.

General First presenter should introduce the topic, his/herself, group members and what section each member is covering. When finishing a section the person should introduce the next person and the section to be covered
Time 20 minutes plus 10 minutes for questions
Font size Minimum font 20 point
Maximum number of points per slide Three (3) and two sub-points per main point (do not drown your audience in information)
Maximum number of slides 20—all slides are to be numbered
Colours Light background, dark font
Tables, charts, etc. Yes, these can be included but do not make slide cluttered or difficult to comprehend. The audience needs to be able to see a clear link between the information on the slide and the point you are aiming to make. Use animation tools to in PowerPoint to highlight what is relevant
Referencing Make sure you reference as per APA 6e

Suggested structure. You do not have stick strictly with this, however, the points detailed below must be covered in some form. You can use Prezi if you wish. If you use Prezi upload a pdf of the presentation.

Slide 1 Title slide—Name of the presentation, presenters’ names and IDs
Slide 2-3 Introduction of the group members, the task and format
Slide 4 Issue(s) background
Slide 5 Campaign branding
Slide 6 Target market(s)
Slide 7 Goals and Objectives
Slide 8 Goal 1—proposed startegy
Slide 9 Goal 2—proposed strategy
Slide 10 Goal 3—proposed strategy
Slide 11 Goal 4—proposed strategy
Slide 12 Campaign monitoring and assessment
Slide 13-14 Summation and closing remarks
Slide 15 Thank you and Questions

Assessment Tasks 1 & 2: Resources
Below is a range of resources that will assist you throughout your degree. As you are seeking to enhance your problem solving skills and demonstrate an “advanced and integrated understanding of a complex body of knowledge” (AQF Level 9 – Masters It is critical that you can demonstrate a structured approach to your thinking.
Your assessment is graded based on you meeting the AQF Level 9 requirements. There is an expectation that you are using the resources below or the resources available to you in the assignment folder to assist in achieving this.
If you want to improve the strength of your argument/writing it strongly recommended that you purchase
The Case Study Handbook: How to Read, Discuss, and Write Persuasively About Cases by William Ellet. This book is an excellent resource in any degree where creating a logical, coherent argument in support of a recommendation or key insight is the primary focus (e.g. a business degree).
Key Business Solutions: Essential problem-solving tools and techniques that every manager needs to know (Financial Times Series) 1st Edition by Antonio E. Weiss . This book has an excellent approach to problem solving as well as providing a description of all the main tools of business analysis.
Think Smarter: Critical Thinking to Improve Problem-Solving and Decision-Making Skills by Michael Kallet. Simple and yet detailed book on how to approach problem solving.
If you are not familiar with writing in a business context it is strongly recommended you purchase: HBR Guide to Better Business Writing by Bryan A. Garner.
If you are not familiar with presenting in a business context it is strongly recommended you purchase: HBR Guide to Persuasive Presentations by Nancy Durate. She teaches Harvard students how to present. You will find some excellent presentations by her on Youtube.
Presentation Zen by Garr Reynolds. Fantastic book if you want to break free on boring and unengaging presentations.

BUMKT5902 Group Assignment: Report Marking Criteria
Student Student ID Email

CRITERIA (Total Marks = 25) Marks
Content (88%) 22 Comments
Executive Summary
– Opening sentence/paragraph
– Major Findings
– Major Recommendations 3
– Background (of the task)
– Purpose (of this report)
– Format (of this report) 1
Issue(s) background
Campaign branding 2
Clear description of the target audience(s) 2
Goals and Objectives of the proposed Marketing Plan 2
Marketing mix strategies (7Ps) to solve a community issue 7
Plan monitoring and assessment 2
Appendices 0
Structure & Style (12%) 3
Follows required structure as per checklist
Demonstrates use of colour, headings, layout to enhance presentation of argument
Integrates tables, charts or diagrams to enhance communication of information
Appropriate and adequate use of references and correctly structured reference list
Literacy standard—sentences and paragraphs make sense
Succinct and concise business writing style
Engages reader with topic and holds reader’s attention
Research and use of theory demonstrates creativity and engagement with topic


BUMKT5902 Assignment 2: Presentation Marking Criteria
Student Student ID Email

A) VOICE = 10% 1 Comments
Audible and clear
Appropriate speed
Effective expression
Dynamic range

B) PRESENTATION = 10% 1 Comments
Eye contact
Use of body language
Engages audience

C) CONTENT = 60% 6 Comments
Introduction of group, task and format
Issue background
Campaign branding
Target audience(s)
Goals and Objectives
Marketing strategies
Plan monitoring and assessment

D) ORGANISATION = 10% 1 Comments
Logical structure of ideas
Clear links between slides
Overall timing of presentation

E) RESPONSES = 10% 1 Comments
Ability to respond cogently