Part
|
Marks
|
Details (optional/suggested breakdown of word limit
in brackets)
|
1
(500
words)
|
10
|
Introduction and the
New Consumer Product or Service
Provide a
brief and fully
referenced introduction to
the report including:
-
Introduction to the chosen
organisation.
-
Discussion of
the new product/service that this organisation does not currently offer, but one that consumers and the
organisation would regard
as plausible, together with justification as
to why this should
be offered.
-
Logical and
clearly profiled consumer target market (if
there are multiple target markets then state this in your
report but focus
on and profile just one). Remember to utilise both
consumer- rooted and consumption-specific segmentation criteria in your
profile.
-
Justification for
all your decisions.
|
2
(1500
words)
|
30
|
Issues Facing Consumers in Adopting this
New Product or
Service
Provide a fully referenced literature review identifying four (4) consumer issues (NOT company issues) that are considered facilitators and barriers to
the adoption of the new product/service/App. This literature review will inform your
primary data collection in the next
section. Consider the
following:
-
Consumer issues
can be perceived as either facilitators of or barriers to adoption of a
product/service. Facilitators would
be positive consumer issues, and barriers would be negative consumer issues.
-
Use the Deakin University Library Research site
and the MMK266 Library site to find information.
-
You need to understand consumers’ issues before you
can market to them so this review of the literature leads
to your question formation in Part
3.
-
Consumer issues
identified may involve any sociocultural and
psychological factors including, but not limited to,
attitudes, beliefs, learning, social influences, culture, social class, decision- making, etc.
|
3
(1500
words)
|
30
|
Consumer Response to these Issues
Collect data
from four (4)
people who are
members of the
primary target market
proposed in part
1 of your report through semi-structured interviews (not surveys or any other
form of data
collection) and obtain their
reactions to the
consumer issues
you identified in part 2 of the
report. Make sure
you:
-
Clearly identify to
the reader that
the respondents are
members of the
proposed target market. A table comparing the
respondents’ characteristics to
those of the
proposed target market profile may
assist.
-
Refer to some
introductory market research texts for guidance if you are
unsure about primary data collection – must be
qualitative and collected through semi-structured interviews, but these can
be face-to-face, telephone or electronic.
-
Analyse the
consumer responses and
identify the implications for the organisation from a consumer behaviour perspective.
-
Provide the data
you collected in
full and complete form relating to each of
the four (4) respondents in
an appendix to
the report. For
example, do not
just attach the
list of questions you asked – the answers from
each of the
respondents have to be included as well verbatim (word for word).
|
4
(500
words)
|
30
|
Recommendations
and Conclusion
Make
sure your recommendations:
-
Identify whether the organisation should or should not
offer this new
product/service to the identified target market as
identified in part
1 of the
report.
-
Relate back
to the consumer issues you identified in part 2 of the
report.
-
Are based on the
results of your
primary data collection from part 3 of the
report.
|
-
Are strategic (an easy
way to do this is to align
them with the marketing mix elements
concerned).
-
Are fully referenced and
justified. Make sure your
conclusion:
-
Links to the rest
of your report
-
Highlights the
significant elements of
your report
-
Does not
include new material
|
The following Assignment Rubric indicates how
marks will be awarded. NOTE:
Total word count
is 4,000 words. You have some flexibility in where you put the emphasis. The word count
in the above table is a guide only.
GENERAL INFORMATION
Primary
data collection:
As this assignment requires you to collect primary
data, approval for this research
has been granted
by the Faculty Human
Ethics Advisory Group.
It is strongly suggested that
you familiarise yourselves with the National
Statement on Ethical
Conduct in Research, particularly section 2.2.1
“Guidelines for Consent”
paying particular attention to the section
on informed and voluntary “free”
consent and the protection of privacy. Please do not identify people by their real name in the
Report. see http://www.nhmrc.gov.au/guidelines/publications/e72
. Identify
respondents in your report and “Respondent 1”, “Respondent 2”, etc.
Writing
and formatting:
General writing
issues such as poor
spelling, grammar, English
expression, formatting, and
the like will attract
penalties ranging from 10% to 100% of the available marks depending on severity. This
is to be formatted as a simple report
(not an essay) and is to be written as if you are an independent
business consultant – NOTE: Letter of Transmittal, Executive
Summary/Abstract and Methodology sections are NOT required. Your assignment is to be formatted as follows:
-
One MS word document only, A4 size
-
12 point, Times New Roman font
-
Fully justified paragraphs, 1.5 or double
spaced
-
Normal margins
(2.54 cm left,
right, top and bottom)
Word count:
Assignments which go over
the 4,000 word limit will,
in fairness to other students, be penalised
between 10% and 100% of the available marks depending on severity. The word count
does not
include
the Title Page,
Table of Contents, List of References and Appendices. One of the
skills assessed in this assignment is your ability
to write succinctly and within the
criteria set. Please
include the Word count
on the Title Page.
Sources
of information:
It is required
that you utilise, and correctly reference, at least 10 sources of information throughout the report, with a minimum of 7 of these being peer-reviewed articles. You must use the Harvard style of referencing in this report correctly.
Late submissions/ Extensions:
The assignment is due on Monday 7 September at 5.00 pm AEST in the CloudDeakin drop box. Extensions to the dates
for submission of this assignment will be considered only if a written request with supporting documentation is submitted to and approved
by the Unit
Chair at least 82 hours
BEFORE the due
date/time of submission.
Assignments 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. Please note that
for an assignment to be considered in this manner
it must be submitted no more than
7 days after the stated due date for submission. Further, if you find yourself
in this situation
the Faculty of Business and Law
policy in these cases is that students
need to achieve at least
45% overall for any concessions for your late assessment to be taken into consideration. In this case, that means
you need 75% or more on the exam.
Please
note the following are not reasons for
assignment extensions - servers and computers crashing, slow or unreliable networks, pressing the wrong
button, losing or submitting backup
copies, and power failures. Have a contingency plan so you can submit
well ahead of time.
MMK266
ASSIGNMENT RUBRIC: THIS FORM LAYS OUT THE CRITERIA USED FOR EVALUATING THE ASSIGNMENT.
Objective/Criteria
|
Performance Indicators
|
||||
Does not meet
requirements or Somewhat unsatisfactory
|
Satisfactory
|
Good
|
Very Good
|
Outstanding
|
|
New Consumer
Product/Service
|
(0 – 4 marks) Issues may include:
*No
or limited description of organisation
*Implausible
or unlikely new product/service
*No
or limited target market profile presented
*No
or limited justification for new product/service
|
(5 – 6 marks) Issues may include:
*Brief
outline of organisation’s functions
*Plausible
but not very insightful new product/service
*Fair
target market profile presented
*Adequate
justification for new product/service
|
(6 – 7 marks) Issues may include:
*Good
description of organisation including aspects such as functions, industry,
and the like
*Reasonably
insightful new product/service
*Good
target market profile presented
*Good
justification for new product/service
|
(7 – 8 marks) Issues may include:
*Very
good description of organisation including aspects such as functions,
industry, market share, market growth and the like
*Very
good insightful new product/service
*Very
good target market profile presented
*Good
justification for new product/service
|
(8 – 10 marks) Issues may include:
*Excellent
description and analysis of organisation detailing functions, industry,
market share, market growth and the like
*Excellent
and insightful creative new product/service
*Excellent
target market profile presented
*Excellent
justification for new product/service
|
Issues Facing
Consumers
|
(0 – 14 marks) Issues may include:
*Zero mark
is mandatory if no peer- reviewed articles
utilised
*Contains
little or no real analysis of any peer-reviewed articles
*Limited
explanation and justification of the consumer issues analysed by
demonstrating rudimentary theoretical and practical knowledge and links to
part 1
|
(15 – 17 marks) Issues may include:
*Satisfactory
but limited analysis of any peer-reviewed articles
*Satisfactory
explanation and justification of the consumer issues analysed by
demonstrating basic theoretical and practical knowledge and links to part 1
|
(18 – 20 marks) Issues may include:
*Contains
reasonable analysis of peer-reviewed articles
*Good
explanation and justification of the consumer issues analysed by
demonstrating theoretical and practical knowledge and links to part 1
|
(21 – 23 marks) Issues may include:
*Contains
very good analysis of peer-reviewed articles
*Very
good explanation and justification of the consumer issues analysed by
demonstrating well-developed theoretical and practical knowledge and links to
part 1
|
(24 – 30 marks) Issues may include:
*Contains
excellent analysis of peer-reviewed articles
*Excellent
explanation and justification of the consumer issues analysed by
demonstrating comprehensive theoretical and practical knowledge and links to
part 1
|
Consumer Response to
these Issues
|
(0 – 14 marks) Issues may include:
*Zero mark
is mandatory if no consumer interviews conducted
*Less than 4 consumer interviews
*Respondents poorly aligned with proposed target market from part 1
*Poorly linked to consumer issues from part 2
*Few insights into likelihood of adoption and justification for this
|
(15 – 17 marks) Issues may include:
*4 consumer
interviews
*Respondents vaguely aligned with proposed target market from part 1
*Limited
link to consumer issues from part 2
*Some
insights into likelihood of adoption and justification for this
|
(18 – 20 marks) Issues may include:
*4 consumer
interviews
*Respondents clearly aligned with proposed target market from part 1
*Good
link to consumer issues from part 2
*Good
insights into likelihood of adoption and justification for this
|
(21 – 23 marks) Issues may include:
*4 consumer
interviews
*Respondents
very clearly aligned with proposed target market from part 1
*Very
good linking to consumer issues from
part 2
*Very
good insights into likelihood of adoption and justification for this
|
(24 – 30 marks) Issues may include:
*4 consumer
interviews
*Respondents
aligned extremely well with proposed target market from part 1
*Excellent
linking to consumer issues from part 2
*Excellent
insights into likelihood of adoption and justification for this
|
Recommendations and
Conclusion
|
(0 – 14 marks) Issues may include:
*Not
well linked, if at all, to issues facing consumers from part 2
*Little
or no integration of issues and consumer views from part 3
*Little justification for conclusion and recommendations not
strategically based
|
(15 – 17 marks) Issues may include:
*Acceptable
use of consumers’ ideas about new product/service from part 3
*Acceptable
linkage to issues facing consumers
from part 2
*Limited
justification for conclusion and recommendations somewhat strategically based
|
(18 – 20 marks) Issues may include:
*Reasonable
use of consumers' ideas about new product/service from part 3
*Reasonably
well linked to issues facing consumers from part 2
*Good
justification for conclusion and recommendations strategically based
|
(21 – 23 marks) Issues may include:
*Strong
insights into consumers' ideas about new product/service from part 3
*Strong
linkage of issues and consumer views from part 2
*Very
good justification for conclusion and recommendations strategically based
|
(24 – 30 marks) Issues may include:
*Excellent
insights into consumers' ideas about new product/service from part 3
*Very
strong linkage of issues and consumer views from part 2
*Excellent
justification for conclusion and recommendations comprehensively
strategically based
|
Out of 100 marks –
In addition, the marker will provide overall comments on the assignment. Marks
will be moderated for fairness and consistency. Failing assignments will be reviewed
prior to marks being released. Further feedback on the assignment (but not a review of marks) will be available on request.
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