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MCD2050: Marketing 1
Trimester 1, 2023
This assessment has TWO Parts.
Part A: Group Video Project: The ‘Look around You’ Project
Part B: Individual Essay: Structured Essay based on the ‘Look around
you’ project.
Part A: Group Task
Weighting: 10%
Group Size: 4 members to a group (5th member only included due to class size)
Due date & Time: Week 4 (to be submitted on Moodle dropbox by Week 4 Sunday
11.59pm)
Part B: Individual Essay
Weighting: 10%
Word Count: 1000 words
Due date & Time: Sunday Week 6 11.59pm
_____________________________________________________________________
The external environment consists of macro and micro forces that influence how a company serves
its customers (Elliot et al., 2017). Marketers are expected to be aware of the dynamic forces
surrounding them as changes in any of these forces can potentially create threats and/or
opportunities for them. Appropriate responses to changes in the marketing environment are
essential to company/government/institution survival and success.
Each of these scenarios also affect or influence a particular target audience. Most companies today
practice target marketing – identifying market segments, selecting one or more of them and
developing market offer tailored to each (Kotler et al, 2013).

THE TASK (Part A & B)
Your main task as a group is to create an informative and entertaining video (no more than 4
minutes in length) mainly discussing:
(1) how the marketing environmental forces positively/negatively affects the ability of a
company/government institution/non-profit organization to serve its target market; and
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(2) how the company/government institution/non-profit organization responds to such a dynamic
environment in order to remain competitive in the marketplace.
(3) clearly identify the target audience/customers relevant to the particular event/situation, using
the segmentation variables.

Steps to follow:
For this task, you are expected to:
1. Select ONE event/situation from the list below.
 NAB offers thousands of Aussies home loan reduction
 Mars Wrigley chocolate bars to be packed in recyclable, reusable or
compostable material by 2025
 Ocado refocuses marketing efforts on acquiring long-term customers
 Public infrastructure upgrade key to boosting electric vehicles adoption in
Singapore
For the event/situation that you select to investigate, conduct extensive research on the marketing
environmental forces that might have triggered this event, as well as how the company responded
to the marketing environmental factors before and after the event. Clearly identify the target
audience/customers that are relevant to this particular event/situation
2. Conduct a thorough analysis of the event/ situation and identify the following:
 Which two (2) forces/factors triggered the event? For each force/factor, explain
how it positively or negatively affected the ability of the company/government
institution/non-profit organization to serve their customers/audience.
 How did the company/government institution/non-profit organization respond to
each force/factor? Do you think the company’s reaction was appropriate? Justify
your answers.
 Using the segmentation variables identify the target audience/customers relevant
for the chosen event/situation

3. Part A: Video Submission- Report your GROUP findings in a video format (3 minutes in
length). ONE Submission per group.

Part B: Report your INDIVIDUAL essay based on the video findings and feedback. You
will submit a structured essay and submit via Turnitin.
Each student needs to make an individual submission of the essay via Turnitin
4. Fill in the submission form provided, including a reference list (APA style) as part of this
project for both Video and Essay.
5. References – Minimum of four references (at least two from recognized academic sources)
for both the video and individual essay
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Essay Writing Guide for Individual Essay
The format/layout of your submission is to follow that of a structured essay. The Individual essay
marking guide will assist you in ensuring that all elements required are covered.
The Q manual should be consulted to ensure that the major assignment is correctly written and
formatted. This can be purchased at the book-shop, accessed in the library or at
https://www.monash.edu/__data/assets/pdf_file/0005/506345/qmanual.pdf

Suggested word limit and format for the Individual Essay
This assignment is to be written as a structured essay and should be a maximum of 1000 words
in length, excluding cover page, title pages, and references. Times New Roman, 12 point, 1.5 line
spacing, and standard page margins. APA (in text) referencing system.
Pre-submission to-do list:
 Nominate one person from your group as your group leader then notify your tutor.

 Read the marking rubric so that you know which components are assessable. The
rubric will help you to focus on important elements that you are expected to discuss
in your final video.

 Prepare your reference list in advance and do not forget to include this on your
submission form.

 You can be as creative as you wish when putting your video together as long as the
finished product reflects the purpose of the task.

 Submit immediately after presenting the video in class.

 Check your video prior to submission, ensure that it is playable. If your teacher
cannot play the video, your group will receive the mark of zero.
 As this is a group task, no extensions will be given for this assignment.
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Additional instructions on group work (For Part A)
Group Leader
Given that working as a group is more difficult than individually, it is highly recommended
that students set group rule and objectives as soon as possible. Students are required to
nominate a group leader who will organize meeting schedules, tasks allocation among
group members to ensure that their group’s assignment is completed on time.

Group Contribution
It is required that each member in the group contributes equally in their respective groups.
This includes attending group meetings, undertaking the allocated work required by the
group that is of a high standard in terms of research and video recording and be responsible
for producing the final video.

Group Final Mark
In general all members of the group will receive the same grade, unless peer evaluation
indicates some significant discrepancies in the contribution of a group member. When this
situation occurs, after further investigation the Unit Leader may lower the grade for
students whose standards of work are not considered appropriate by the other members of
the group.

Group Organisation
To support this all group members are advised to keep a separate copy of their contribution
to the assignment for verification purposes.

Group Problems
If problems occur in groups it is critical that you inform your tutor immediately so that
corrective action can be undertaken. The Unit Leader will be involved if problems persist.

Instructions to Peer Evaluation
Each group member should complete the Peer Evaluation Form on Moodle where they
provide feedback on the contribution of each members of their groups.
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Common Questions and Answers
A. Is there any minimum or maximum number of forces related to the event that should
be discussed in this video?
 You must discuss the impact of at least 2 forces/factors. Marks will be allocated
based on correct forces/factors identified and relevant discussions about the
selected forces.
 Your discussions on environmental forces must be based on theories described in
marketing textbooks.
B. Do we need to use the segmentation variables: Geographic, Demographic, Behavioral
and Psychographic to discuss the audience?
 Yes, you are use these variables to provide a profile of the target audience.
C. Do we need to provide a reference list?
 Yes you need provide a reference for both the video and essay.
 The reference list for the video will submit separately as a word doc.
D. Video Submission
 ONE Submission to be uploaded per group.
 Submission to be made via the Moodle assignment drop box.
 Group leader can submit for the group. BUT it is the responsibility of ALL
Members within the group to ensure the video has been submitted.
E. What is the individual essay based on?
 The individual essay is your individual understanding of the video task.
 You can at this point amend or further explain any information presented in the
video based your teacher’s feedback.