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Assessment summary

Notes

In order to pass this course, you must achieve a composite mark of at least 50.

Due dates are set at Sydney time (AEST/AEDT). If you are located in a different time-zone, you can use the time and date converter.

Mapping learning outcomes

After successfully completing this course, you should be able to:

Assessment 1: Tutorial Work (Class & research participation)

Case Leadership presentation

Weight: 12%

You will form groups in Week 2 tutorials. Each tutorial will have 4 or 5 student groups. Each student group will present one week’s case for 10 minutes maximum.

General requirements for presentations

Each group present up to 10 minutes.

The case presentation group will present briefly about the case and try to address the case discussion questions presented at the end of online quizzes.

After the student group presentation, the group can choose to lead class discussion for another 10 minutes.

Each group will choose one week’s case to present from Week 4, 5, 7, 8 and 9. The case materials will be available on Moodle two weeks before the presentation week.

Before your scheduled tutorial sessions, group coordinators submit slides on behalf of the group via Turnitin in Moodle Case leadership section. Other group members please do not submit.

For in-person tutorials, please print out your presentation slides and hand over to your tutors at the start of the tutorials; it is easier for tutors to mark your presentations with paper-version slides and give you feedback afterwards.

All group members are to share the presentation equally. It is important that you work together. Each student is individually marked; each person within a group should present similar amount of time. Please practice and rehearse so that you do not go over time for each person.

Please include presentation plan and list of contributions of each group member (i.e. who did what in the group).

Put the presenter’s name on each corresponding slide.

Put references on the last slide.

Avoid too many texts on one slide (max 50 words on one slide as a suggestion).

This serves as a practice presentation for your Assessment 2 Final Presentations.

Group formation

Students are encouraged to form their own groups. Please form your group in Week 2 tutorials and let your tutor know your group members and group coordinator.

The number of students in each group is 4 or 5. In each group, the members:

1) have both males and females.

2) at least one member is international students.

3) please find someone with similar interests in a marketing challenge.

4) please find someone with similar expectation for group work input and marks (pass, credit or HD).

5) You can ask these questions when approach someone as a potential group mate: What mark do you expect to get for MARK5700? How much time you would like to spend on the MARK5700 group work each week after forming a group? What is your expectation for your teammate?

Manage group dynamics

UNSW has a great resource for Guide to Group Work: please read it for good advice.

No free ride in this group project. Equal contribution is expected.

Management of group dynamics is your responsibility. You are expected to actively manage the group meetings and activities and record members’ contributions. For a group to perform well, it is essential to:

have clear responsibilities for each member.

have consistent group norms, such as regular meetings, communication, division of labour, and quality of work.

clearly document procedures and agreed outcomes.

take note of the meeting discussions and group dynamics. Individual group members should keep a journal detailing all the activities undertaken in relation to their project.

Peer evaluation form: If you believe that some members of your team contributed very little to the group work, you may fill in the peer evaluation form and e-mail it to your tutor. Your tutor will ask all other group members to fill out the forms as well and make adjustments accordingly. Be prepared to provide independent evidence that supports your claims about the group members – typically records of shared collaboration sites, team meetings and processes, etc. The form can be found in the Moodle Section “Assessment 2 and 3”.

Group coordinator

Each group has a group coordinator. The responsibilities of a group coordinator are the following:

Manage group dynamics;

Organize group meetings;

Keep a journal of group activities and member contributions;

Organize presentation practice, and ensure presentation goes smoothly and every member of the group is involved equally;

Group coordinator should submit the presentation slides before presentation: physical copy to the tutor, and electronic copy to Turnitin.

Group coordinator should submit the group report to the Turnitin.

Sometimes you need to address situations where one or more members do not attend meetings or complete work. If you feel one or several of group members are not equally/timely contributing, you should:

Clearly and early address such problems within the group (in a meeting, and keep a written record). The group coordinator has the responsibility to discuss the issues with the group member as early as possible.

If (1) does not help, consult the tutor. If there are any complaints against a group member, the tutor can request group members to submit their journals.

If (2) does not remedy the situation, the tutor will re-adjust marks (keep evidence of unequal contributions as well as evidence of having tried to solve the issue, in case that your group members disagree).

Marking group members up/down is the last option, getting group members to perform is the priority.

Case leadership Presentation Grading Criteria (individually marked)

Class participation

Weight: 20%

Every week, you will learn different marketing concepts, apply them to business contexts. The purpose of this assessment is to encourage you to engage with the weekly course content and your active participation will be marked.

The assessment of class participation is to encourage all students to participate in class discussion, and to motivate students to do the background reading and preparation for a class session. Class participation helps you with development of oral communication skills, group skills, cultural competence, and leadership skills. You class participation in both tutorials and lectures are important.

We plan to give you feedback on your class participation frequently, thus, you can use the feedback to improve your class participation in the coming weeks. Tutors will give you oral feedback and please consult tutors for the mark explanations and improvement recommendations.

8 Weeks of online quiz

Weight: 4% (0.5% each week for Week 2 to 9)

You have an online quiz to complete each week. The weekly quiz is to prepare you for the case discussions in your tutorial classes.

There are 8 quizzes in total. See weekly quiz schedule below.

The online quiz answers are automatically marked by Moodle. You can review the quiz questions and correct answers after the quiz closure.

Lecture participation quizzes

Weight: 4% (0.5% each week for Week 2 to 9)

MARK5700 has live online lecture sessions every week, facilitated by LIC Veronica Jiang. Your participation in lecture sessions is marked via in-lecture quizzes in Moodle.

You will get marks by answering in-lecture quizzes. Quiz marking rules will be explained in the lectures.

What if I cannot attend the lecture session?

Lecture sessions will be recorded. If you cannot attend the live lecture session, you can watch the lecture recording and write summary and comments, max 250 words, to get the lecture participation mark. Submit via Turnitin “Alternative to in-class participation: Week x submit (optional)” under Moodle Week x section, due by Friday 5pm that week.

Lecture summary is your understanding of the lecture content. Please do not copy paste lecture slide words. Copying lecture slides will trigger plagiarism: If your submissions have Turnitin similarity score or AI generation score higher than 10%, I will consider referring you to Student Misconduct.

For this term, there is no limit of submitting lecture summary, as an alternative way to get lecture participation marks.

You can submit lecture summary if you feel that you underperform in the lecture participation activities. Note that you cannot get both marks from participating in lecture quizzes and writing lecture summary. If you submit lecture summary, the writing mark will override the in-lecture quiz mark. See Writing Grading Criteria below.

Writing Grading Criteria for lecture summary and tutorial discussion question answers

Does not match other sources? – If problems detected in Turnitin, you will deal with the UNSW plagiarism protocol. Accepted similarity level or AI score would be very low < than 10%.

Included in-text citations in Harvard Style? – Yes / No

Included references list in Harvard Style? – Yes / No

Note: lecture summary does not need referencing.

Tutorial participation rubrics

Weight: 12% (1.5% each week for Week 2 to 9)

Good contribution to in-class discussions and activities and thoughtful critiques will earn high discussion participation marks. Attendance with little in-class discussion contribution and scant critique feedback will earn a low mark for discussion participation.

Your participation is graded using the following criteria.

What if I cannot attend the tutorial session or I feel I underperformed?

If you cannot join your scheduled tutorial session, please email your tutor, and let your tutor know in advance.

To get the tutorial participation mark if you cannot attend a tutorial session or you feel that you underperformed during the tutorial discussions, you can answer the discussion questions and submit via Turnitin “Alternative to in-class participation: Week x submit (optional)” under Moodle Week x section, due by Friday 5pm that week.

For T3, you can only submit maximum two alternative answers to substitute your tutorial participation. Your 3rd alternative submission will not be considered. If you want the 3rd alternative submission, please apply for UNSW Special Consideration.

You can submit answers to discussion questions if you feel that you underperform in the tutorial class participation. Note that you cannot get both marks from participating in tutorial classes and writing answers to discussion questions. If you submit answers to discussion questions, the writing mark will override the in-class participation mark. See Writing Grading Criteria page 9-10.

Each tutor has student enrolment name list sent by UNSW. Attending another tutorial session outside your enrolled tutorial will not give you participation marks.

Tutorial sessions are mainly case discussions and will not be recorded. If you have an Equitable Learning Plan that needs the tutorial class recordings, please contact LIC Veronica Jiang for the learning adjustment.

For international students who missed more than three scheduled in-person tutorial classes, I will report to program coordinator because it may violate your visa requirements. See International Student Requirements.

Research participation/Article review (3%)

You may have the opportunity to participate in marketing research conducted by the school. Participation in such projects will be treated as research participation and award you 3% of the overall course mark. The 3% is part of the course assessment, and not a bonus 3% on top of the 100%. Separate details will be provided. Should you not wish to participate or if no research participation opportunities available, this 3% goes to your In-class Participation mark.

Assessment 2 and 3 Overview

Assessment 2 and 3 will ask you to form groups. This group activity brings together the different individual efforts to Sandbox marketing challenges. This activity will require the group members have a solid understanding of the challenge, identify a major challenge faced by the company, and explore alternative strategies or options to solve the problem. The group will then provide recommendations and design a marketing plan.

The assessment purpose is to develop your ability to find relevant information, apply the concepts learned in class and from your wider reading. The group work will give you an opportunity to practice teamwork and develop presentation skills.

Sandbox marketing challenges are presented in a separate document. Each group in a tutorial class choose one challenge to work on. I do not have additional materials to give out. Please find the relevant information through other sources.

Assessment 2: Marketing plan presentation

Weight: 30%

Each group: present 15 minutes maximum

General requirements for presentations

Groups will present their final marketing plans in Week 10 tutorial class sessions.

Each group present up to 15 minutes, Q&A can be held by tutor (subject to tutorial schedule).

Before your scheduled tutorial sessions, group coordinators submit slides on behalf of the group via Turnitin in Moodle Assessment 2 and 3 section. Other group members please do not submit.

If you do not present in the Week 10 tutorials, you will get 0 for Assessment 2.

Please include presentation plan and list of contributions of each group member (i.e. who did what in the group).

Put the presenter’s name on each corresponding slide.

Put references on the last slide.

Avoid too many texts on one slide (max 50 words on one slide as a suggestion).

Prepare for presentation contents

By your judgment, you can choose to include the relevant components discussed in “How to write a marketing plan” of this document. Not all components are necessary, for example the executive summary can be replaced by presentation agenda. Marketing budget section can be simplified, and numbers should be presented in a visualised and easy-to-understand way.

Strategies, implementation and action programs are very important parts in your final presentations.

Think about more creative ways to present your idea and engage class audience, for example, 1) panel discussion in TV news room, 2) role plays and one member as CEO, another as board member, another as marketing manager, another as consumer, another employee, etc. The creative the presentation is, the more engaging you are and thus more marks.

Be prepared for questions. Tutors and other students might interrupt and ask clarifying questions if your presentation is confusing.

In week 10 tutorials and after all group presentations, you will receive oral feedback from tutors about your marketing plan. Please use the feedback to improve your Assessment 3, the group report.

Presentation Grading Criteria (individually marked)

Assessment 3: final report

Weight: 35%

Submit by Week 11 Friday, 22 Nov 5pm.

The assessment 3 asks students to write a marketing plan report for the Sandbox marketing challenge. The assignment will give students an opportunity to develop their critical thinking and problem-solving skills, apply marketing knowledge and develop written communication skills.

What is the relationship between Assessment 2 and 3?

In week 10 tutorials and after all group presentations, you will receive oral feedback from tutors about your marketing plans.

Please use the tutor feedback to improve your Assessment 3, the group final report.

Assessment 3 focuses on oral communication skills. It is a dry-run for Assessment 3 report and give you opportunity to improve the report by incorporating tutor feedback.

Assessment 3 focuses on written communication skills and gives you opportunity to present your marketing plans more comprehensively and in details.

How to write a marketing plan?

Marketing plan writing tips

When writing marketing plans, there is no “perfect” samples for you to follow. The following samples give examples, but not necessarily fit with your marketing goals, analysis or proposed solutions.

Veronica have uploaded a zip folder “Marketing plan introduction & sample marketing plan” to Moodle Assessment 2 and 3 section. The documents are from other textbooks.

Current textbook Appendix 2, page 502 to 511, “The marketing plan: an introduction”

How to find and search for relevant information?

UNSW Library lists out databases relevant to Marketing and Business.

UNSW Library offers one-to-one consultation sessions for your specific research needs. You can book via these links:

Expert on demand

Research consultation

Promotion budgeting: please read Textbook Chapter 11 to get more informed. In the zip folder, you can find a document “Australian advertising media outlets”.

For online advertising, social media advertising or search engine advertising, you need to find your own source of information (by searching online, library database, or others) and cite the source in your budgeting justification.

Marketing plan component template

Your group tries to suggest a good marketing plan for the company. The full marketing plan can include but not confined to the following components. As a group, you should discuss and decide what are the components you choose to include that suit your marketing challenge case. It’s not necessary to include all the components. Some components listed below may not be relevant to your specific marketing challenge.

Executive summary:

The Executive summary should be fit into 1 page maximum.

The Executive Summary should capture the soul of the plan. That is, the reader should be able to know what the entire plan is about, without reading every single sections.

Presents a brief summary of the main goals and recommendations of the plan, helping readers find the plan’s major points quickly.

List of recommendations example as follow:

In this report, [Team Name] recommend that [company name] undertake the following activities.

Business profile, identify the main problem and SMART objectives

Company background (industry, size, operations)

Review the product/service that is the focus for your marketing plan

Identify main problems and challenges faced by the company.

Identify the main reasons leading to the main problem.

Define marketing goals, with SMART criteria (please provide justifications for each of the SMART criteria, e.g. why and how you choose or decide on each criterion?)

Situation analysis

Customer analysis

What are the segments of customers for the business?

What are the customer characteristics of segments? There are many customer characteristics to be analysed, such as locations, age, gender, income, media habits, life stages, lifestyles, values, identities, interests, past behaviors, related activities, religion, political tendencies, opinions on social issues, etc. You can choose the relevant characteristics to analyse (3-4 characteristics are good enough).

What are the effective channels or media to reach different segments? How to engage different segments?

Specify a set of market segments selection criteria. Evaluate 2 or 3 potential market segments for the company: which segments of customers to focus on for solving the problem?

Competitive analysis

Conduct a brief competitive analysis for the company.

The analysis should be on 1 or 2 key competitors. Assesses their market strategies for product quality, pricing, distribution, and promotion.

What are the key capabilities and competitive edges for solving the main problem?

Note: make sure the results of your analysis should inform and be linked to your core strategies, and implementations and actions.

Core strategy: STDP

Select a target segment and argue for it as the most viable and profitable market segment based on a set of market segments selection criteria you specified.

Differentiation and positioning strategy, refer to Textbook Chapter 6

Implementation and actions

What is your campaign slogan?

Spells out how your marketing strategies will be turned into specific action programs that answer the following questions: What will be done? When will it be done? Who will do it? How much will it cost?

Design specific marketing campaigns, if applicable

Advertising? How? Where? When? What?

Relevant tradeshow(s) (if applicable) the firm should attend and explain why.

Are there any other relevant promotional tool(s) that your client should take advantage of?

Preliminary budget. Good guide can be found in Textbook Chapter 11

Provide an estimation of ALL costs that might incur due to the implementations of your recommendations, such as product production, distribution, and advertising.

For the numbers and figures appeared in the budgeting section, please suggest some justification. What is the baseline for them? What are the references?

Can use frameworks of 4P, 7P or 4C: use 1-3 most relevant elements.

Controls

Craft a Gantt chart of key activities (urgent and important) that the company should undertake in the plan time frame.

Calculate ROI of the action plans if possible

What are the milestones to achieve for your recommended plan, that can serve as progress checkpoints?

What data will be collected during the implementation? How to analyse the data to review the plan progress?

Reference list at the end for the whole report (no need to separate each members’ reference lists).

Use Impact Design Analysis (IDA) Tool to help you design your Marketing action plan. For each group, please fill in the IDA Tool survey. At the end of the survey, you can see all your answers as response summary. Please download the response summary as a PDF and attach to your final report as an appendix. IDA Tool survey answers will be marked according to Final report marking rubrics.

IDA PDF is not required for Assessment 2 presentation.

IDA PDF is required for Assessment 3 report.

Appendix.

You can put your IDA Tool survey results, sample campaign images or taglines or advertisement texts in the appendix.

You can use AI to generate campaign images or taglines or advertisement texts for your campaigns. If you use generative AI, please submit your AI prompts and chat history as appendix as well.

AI scores detected in Appendix will not be considered as plagiarism, as you are allowed to use it and provide your AI prompts and chat history as production process evidence.

Requirements for report writing

Divide up the marketing plan work among your group members. It’s all group members’ responsibility to distribute the workload equally. Group coordinator should monitor and record the teamwork process.

Each group member can write several points of the Marketing Plan as suggested in “How to write a marketing plan” of this document.

The final report is marked both individually and based on group work (see marking rubrics). Please put down your individual student’s name to each section, thus tutor knows the section is written by whom and mark individual’s work accordingly.

Each individual student has Maximum 1500 words in the final report, plus the title page, table of contents, executive summary, references and appendices (these parts are outside of the word count). No minimum words required. Parts over the word limit will be disregarded.

It’s not necessary to reach the maximum 1500 words limit. Length is not a grading criterion.

Format

Proper referencing and quotation are important. See this link for how to do referencing.

Word document only (Not PDF or other text formats).

Please name your report title with Group name.

Standard margins (not narrow margins), 1.5 line spacing, 12 font size, Arial fonts

Headings / subheadings to identify sections if necessary.

Each page should be numbered at the lower-right corner.

Tables and figures (if any): should be placed in-line-with the text whenever possible, and should also be numbered and given a title.

Submission

Your final challenge report is submitted as a group. The group coordinator submits to Turnitin in Moodle.

Submit by Week 11 Friday, 22 Nov 5pm. You have 24 hours as grace period where late penalty will not apply till 23 Nov 5pm. Late penalty will apply after 23 Nov 5pm sharp; no further extension possible (unless you have a special consideration approval).

It is your responsibility to check if the submission is successful.

Final report Frequently Asked Questions

What are the “current situations” I should talk about? Is it just 2023-2024, or the past 5 years?

You can decide on the time span of the current situation, depending on what challenges you are trying to address. If the challenges only emerged since 2022, you can talk about 2022 onwards only. If the problem has existed in the past five years, you can talk about past five situations. The logic is that the current situation analysis should fit into challenges identification & solution suggestions.

How to do the marketing budget? What are the costs of different media outlets?

I provided a file “Australian advertising media outlets cost rates” under “how to write a marketing plan” folder.

How to avoid matching sections / words (generally <10% matching is OK)?

Make sure that you avoid a ‘cut and paste’ approach to writing. Check that you are paraphrasing correctly, doing in-text citation correctly, and ensure that you identify all sources of quotes as well as ideas. See this link for how to do referencing.

Please note the exhibits or tables cannot be ‘cut and paste’ from secondary sources. Do not included copies of SWOT or Porter’s 5 forces found on the Web – you need to develop your own evaluation skills. Using your own previous work could lead to self-plagiarism, which is not acceptable.

Please see this writing example and my comments on sentences that need in-text citations.

What texts count toward the maximum 1500 words?

Parts over 1500 words will be disregarded. No 10% extension rule applies here. Writing concisely is a report grading criterion.

The title page, table of contents, executive summary, references and appendices: exclude from word count.

Headings and subheadings: count toward maximum 1500 words.

Texts in tables or figures, Table Captions, Figure Captions: they count if they are in the report main text. If you put tables and figures in Appendix, they do not count.

If you have written more than 1500 words, I suggest you put the extra details or support materials in the Appendix.

Final report marking rubrics

Does not match other sources? – If problems detected in Turnitin, you will deal with the UNSW plagiarism protocol. Accepted similarity level would be very low < than 10%.

Included in-text citations in Harvard Style? – Yes / No

Included references list in Harvard Style? – Yes / No

Assessment policy

Academic integrity and plagiarism

Plagiarism involves a person using words or ideas of others and passing them off as their own or republishing their own previously submitted work and presenting it as new findings or work without referencing the earlier work. It undermines academic and research integrity and is not tolerated at the University.

Is it very important that you respect academic integrity and avoid all forms of plagiarism. This includes buying essay/writing services from third parties, engaging another person to complete your assessment for you (regardless if you paid them or not) or selling copies of lecture or tutorial notes to other students. The University takes academic integrity very seriously - if you have been found to breach the Student Conduct, the University may take disciplinary action under the Student Misconduct Procedure.

AI Policy

In this course, the assessment tasks involve some planning or creative processes, you are permitted to use generative AI software to generate initial ideas and writing. However, you must develop or edit those ideas to such a significant extent that what is submitted is your own work, i.e. only occasional AI generated words or phrases (with less than 3 words) may form part of your final submission.

If the outputs of generative AI (i.e., ChatGPT, Language Translation apps, Grammarly, Quillbot) form a large part of your text submission, it will be regarded as serious academic misconduct and subject to the standard penalties, which may include 00FL, suspension and exclusion. Here is UNSW AI policy on Use of AI for assessments.

Learning to use AI is an emerging skill and you can view this article on how to use them.

If you use AI tools for assessments, please acknowledge that you use it. Please include a paragraph at the end of any assignment that uses AI explaining what you used the AI for and what prompts you used to get the results. Here is how you can reference and acknowledging the use of artificial intelligence tools.

Don’t trust anything it says. If it gives you a number or fact, assume it is wrong unless you either know the answer or can check with another source. You will be responsible for any errors or omissions provided by the tool. It works best for topics you understand.

The outputs from these AI tools are often not accurate, appropriate, nor properly referenced. You should ensure that you have moderated and critically evaluated the outputs from generative AI tools before submission.

Turnitin

Turnitin is an originality checking and plagiarism prevention tool that enables checking of submitted written work for improper citation or misappropriated content. Each Turnitin assignment is checked against other students' work, the Internet and key resources selected by your Course Coordinator.

If you are instructed to submit your assessment via Turnitin, you will find the link to the Turnitin submission in your Moodle course site. You can submit your assessment well before the deadline and use the Similarity Report to improve your academic writing skills before submitting your final version.

Turnitin also has an AI detection tool. Students’ work will be put through the AI detection tool. This AI detection tool will identify outputs of generative AI (i.e., ChatGPT, Language Translation apps, Grammarly, Quillbot). However, the AI detection score cannot be seen by students. The score will only be visible to the person marking the work.

You can find out more information in the Turnitin information site for students.

Late Submissions

The parameters for late submissions are outlined in the UNSW Assessment Implementation Procedure. If you submit your assessments after the due date, you will incur penalties for late submission unless you have Special Consideration (see below). Late submission is 5% per day (including weekends), calculated from the marks allocated to that assessment (not your grade). Assessments will not be accepted more than 5 days late.

Special Consideration

You are expected to manage your time to meet assessment due dates. If you do require an extension to your assessment, please make a request as early as possible before the due date via the special consideration portal on myUNSW (My Student profile > Special Consideration). Lecturers and tutors do not have the ability to grant deadline extensions.

Special consideration is the process for assessing the impact of short-term events beyond your control (exceptional circumstances), on your performance in a specific assessment task.

You can find more detail and the application form on the Special Consideration site.