MKTG1001
Marketing Principles
Semester 1, 2023
Group Project
For the group project, groups of up to 4 members (from the same tutorial) will commence
formation in the first tutorial in week 2 and finalised in week 3 by the Group Establishment
Form – available in Canvas under ‘Assessment – Group Policy and Forms. Groups are not
allowed to exceed this size.
All members should be cognisant of individual work styles, be adaptive and constructive
in a group environment, and strive to complement each other’s skills and experiences.
Peer evaluations (form to be completed by each member and submitted to your tutor in
wk 13) will be used for both the presentation and report, which can affect your marks.
Choose one idea from the list provided on page 3, for both the presentation and report.
Decide carefully as a group, you will not be allowed to change ideas after wk 4. Plan
your division of labour strategically after carefully reviewing the nature of all tasks. The
deliverables for this group project are twofold:
I. Presentation (wk 11)
1. Undertake an environmental scan (macro only) and research on current trends that
are likely to be strategic drivers for your chosen idea. Based on these trends, justify
why your idea has market potential which will become the basis for the rest of your
group project. This task should address the following:
a) Analyse the macro-environment. What macro (society wide) trends
influence your chosen idea? Which demographic, economic, natural,
technological, political or socio-cultural trends have, or will affect, the
marketability and consumption of your ‘chosen idea’? Be specific with your
trend(s).
2. Now that your group has chosen an idea and justified its market potential with the
latest trends, conduct a segmentation analysis (explain how you segmented the
market) and present who you recommend as the potential appropriate target
market(s) and why. Be specific about your target market and provide a customer
profile.
a) Demonstrate how you would position your idea as a market offering to this
recommended target market relative to competitors (this requires you to
identify who the competitors are, what they offer and who they seem to
target).
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3. Design a marketing mix strategy with your target market(s) in mind. While the
overall 4Ps are essential, focus on ‘product’ and ‘promotion’ for the presentation
without an entire neglect to ‘price’ and ‘place’. Show an example of a promotional
execution that will be used (for eg, a piece of advertisement, a social media site
or some other) in your presentation, based on what possible media your target
market is likely to consume. Think about the overall marketing mix (4 Ps) in terms
of what/how you want to communicate your position and message.
Instructions for Group Presentation (due in wk 11)
1. Prepare your presentation as a recording for 10 mins and submit via Canvas
according to your allocated tutorial time and day. Instructions will be provided
in due course on how/where to upload the recording.
2. Submit a 2pg portfolio comprised of slides/notes at the same time as the recording,
including references used. The notes should not consist of contents which were not
previously covered in the presentation (ie. it is not a substitute for the
presentation).
3. All members must present and make visible their faces while presenting in the
recording. There must be a collective agreement on “who’s doing what” which
needs to be detailed in the portfolio.
Note: If an individual student (or more) who is scheduled to present submits special
consideration due to serious illness or misadventure, the student will not be exempt
from the group presentation even if approved (the group still needs to present and
submit the recording & portfolio on time). Alternate arrangements will need to be
discussed with the group and the tutor if applicable, so that marks won’t be
forfeited for the individual student. It is the student’s responsibility to notify their
group should this happen otherwise they should be prepared to face possible peer
evaluation implications or risk being expelled from the group.
4. Please always use the Group Assignment Cover Sheet for all your submissions
(available in Canvas). Please always CLEARLY SPELL all complete names (NOT
nicknames), SIDs and your tutor's name.
5. Groups are required to keep a ‘group diary’ which records all events, time and
date, action points that took place throughout group meetings, detailing clearly
‘who did what’. Peer evaluation forms and group diaries are to be submitted in wk
13, and any peer adjustments can affect an individual student’s total marks for
all the group assessments (presentation and report).
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II. Project Report (due in wk 13)
The assessment is a written compilation of the presentation in the form of a 12-page
report (based on 1.5 line spacing and size 12 font) inclusive of in-text references but not
group diary, appendices and reference list. The group diary and peer evaluation forms
must be submitted to your tutor in wk 13. This report must include adjustments (based
on tutor feedback), further research and additional contents deemed relevant to your
idea, which were not covered in the presentation due to time constraints. The report
must:
a) Include a one-page table of contents at the front.
b) Be submitted through Turnitin in Canvas by the due date 26 May 2023 by 4pm by
one student representing your group.
c) Have a page number, all group members’ names, SIDs and tutor name on the front
cover and header of every page.
d) Use APA style referencing (in-text and alphabetical list at the end of the report).
e) Tables, graphs and any relevant visuals can be incorporated in the report as well
as an appendix if necessary.
Groups must conform to the page limit. Where a group exceeds the page limit, all students
in the group will lose 10% of the total marks awarded when the submission is 10% above
the page limit and for each 10% over limit thereafter. Please note the page limit includes
in-text referencing but not the reference list at the end, group diary and appendices.
Ideas for Group Project
For this group project, research is to be conducted in the Australian context. The purpose
of this group assessment is for you to demonstrate the ‘market potential’ of an idea based
on sound research and justifications, not so much the financial feasibility of a business.
Please choose one idea for your group presentation + report*:
Money saving personal assistant
Time saving personal assistant
‘Hotel’ style retirement home
Rent-a-pet service
A robo café or bar
Kids only gym
Flexitarian, pescatarian or low GI food truck
Rapid test for respiratory illnesses
Pollutant detector
Lab-based eggs
* You won’t be able to change after week 4 so please choose carefully! These ideas are
strategically ambiguous so you can develop them according to your group’s creativity as
you research and transform the idea into a ‘marketable’ product with your own
(hypothetical) brand.