Group Coursework Question
MKT60104
Principles of Marketing
APRIL 2024
Group Coursework - Branding Plan for Social Marketing
Project (40%)
INSTRUCTIONS:
Students are required to work in a group of 7-8 students per group. Group members should be from the same tutorial section. Apply relevant marketing theories/concepts learnt in the module into this assignment.
QUESTION:
Taylor's Impact Labs aim to empower our communities and fulfil our purpose to positively impact different societies and ensure positive progression on societal problems. The 12 Impact Labs enable the integration of research, education, and advocacy to deliver practical solutions and shape new policies, practices, or even products through solution-focused teams of academics, professional staff, practitioners, partners, and students. Each impact lab is unique and has various on-going projects.
Your team has to create an innovative social marketing plan by proposing new and relevant social marketing strategies for ONE (1) impact lab project based on the list given below. You are required to understand the selected project’s mission, vision, purpose, beneficiary, purpose and collaborators. Analyse TWO (2) underlying marketing issues of the project. Based on the findings, you need to prepare a set of (ONLY ONE) proposed social marketing strategy to be presented to the beneficiaries of the project. The set of social marketing strategies shall be looked from a branding perspective that had been required by the project. Your suggestions must take into consideration the target social market segmentation and should be able to address the social problem with an array of interventions through proposed innovative social marketing and branding strategies - in a way that makes change “meaningful, interesting and impactful” to the beneficiaries.
Unspoken ideas mean nothing. Thus, your team is also required to present your idea (social marketing strategy) to the tutor (phase 1) and the respective beneficiaries (phase 2). You shall produce one poster (Poster 1- Phase 1), and (Poster 2- Phase 2) with the relevant marketing strategy. The group presentation duration will be within 15 minutes. Students have the option to enhance their presentations with video recordings or alternative creative tools, which will be given greater consideration in the assessment criteria.
Based on the below-given is branding focus and specific projects, you will be assigned to ANY ONE(1) project below:
• Place Branding to brand the location, tourism destinations, and artefacts. E.g., Tasik Cyberjaya Project (Impact Lab: Liveable Urban Community)
• Place Branding to brand the location, tourism destinations, and artefacts. E.g., My Bamboo Project (Impact Lab: Liveable Urban Community)
• Online Branding to brand the new center (e.g., website, social media account). E.g., Global Centre for Cyber Safety, Data Privacy and Cyberwellness (Impact Lab: Digital Innovation and Smart Society)
YOUR POSTER 1 (Present to Tutor): Week 10 - During the tutorial session MUST HAVE THE FOLLOWING STRUCTURE:
1.0 Title - (Approx. 10-15 words)
• Your title shall be able to get the attention of your audience.
• Should consider the impact labs/project selected.
• Should highlight your chosen branding strategy.
2.0 Introduce the project– (Approx. 30 words)
• Describe their project in brief.
• Shall be concise, compact, and meaningful.
• Include some statistical data
3.0 Identification TWO (2) main issues of the project– (Approx. 30-50 words)
• Identify TWO (2) problems of the project that would need to be addressed.
• Examples of the problems could be:
• Limited social media management
• No audience traffics.
• Ineffective coupons usages.
4.0 Recommendation for the project – (Approx. 50 words)
4.1 Recommendation
• Proposed ONE (1) marketing strategy for the project to enhance the branding strategy of the project.
5.0 Impacts of the recommendation – (Approx. 20 words)
• Identify the possible implications.
6.0 Conclusion – (Approx. 20 words)
Assignment Format:
This poster phase 1 must be typed with the following criteria:
• A1-sized coloured poster
• It could be in landscape or portrait
• Appropriate font of text
• Length: No minimum word count.
• All sections should be arranged according to the flow structure. Numbering is NOT required (e.g., 1.0 Title, 2.0 Introduce the project).
• You can present your idea using point format.
• The presentability of the poster will be marked (usage of font, colour).
• You can make use of pictures, graphs, charts to enhance your presentation.
• Addition: You can transfer your ideas to the actual prototype or sample. E.g., if you were to recommend social media posts, you can create social media posts as examples to clearly illustrate your suggestions.
Poster Presentation
• Wear formal attire.
• Given that presentations are conducted during tutorial classes, you may opt to present via PDF on a laptop instead of using printed materials. Present your suggestions in 10 minutes.
• Please be on time for the presentation session. Everyone in the group shall be present although not necessarily present.
• You can appoint ONE (1) leader/ representative to present the ideas.
• However, every member shall know the content as there will be a 10 minutes Q&A session.
• The tutor will randomly ask questions to ANY student(s) to test your understanding towards the content/suggestions.
Electronic Submission of Group Poster Presentation - Phase 1
Although this is a presentation, the poster will need to be submitted online via myTIMeS for record and audit purposes.
Submission deadline and time: latest by 28th June 2024, (Friday), time: 5pm (Week 10)
You must electronically submit your A1-sized poster in PDF format to the designated folder of your respective tutor via myTIMeS. If you have any samples or prototypes, you can upload them following the A1-sized poster. For clarity, the initial upload should contain the A1-sized poster, succeeded by any samples, if available. Additionally, remember to separately upload the Group Assignment cover sheet to the myTIMeS Cover Page submission. There is no need to submit the marking rubric.
YOUR POSTER 2 (Present to the project beneficiary): Week 12/13 -(TBC) MUST HAVE THE FOLLOWING STRUCTURE:
1.0 Title - (Approx. 10-15 words)
• Your title shall be able to get the attention of your audience.
• Should consider the impact labs/project selected.
• Should highlight your chosen branding strategy.
2.0 Recommendation for the project (Approx. 50 words)
2.1 Recommendation
• Proposed ONE (1) marketing strategy for the project to enhance the branding strategy of the project.
3.0 Implications– (Approx. 20-50 words)
• Point out the possible implications of the suggestions.
Assignment Format:
This poster phase 2 assignment must be typed with the following criteria:
• A1 sized coloured poster
• It could be in landscape or portrait.
• Appropriate font of text
• Length: No minimum word count.
• All sections should be arranged according to the flow structure. Numbering is NOT required (e.g., 1.0 Title, 2.0 Introduce the project).
• You can present your idea using point format.
• The presentability of the poster will be marked (usage of font, colour).
• You can make use of pictures, graphs, charts to enhance your presentation.
• Addition: You can transfer your ideas to the actual prototype or sample. E.g., if you were to recommend social media posts, you can create social media posts as examples to clearly illustrate your suggestions. Please print and save as softcopy (beneficiary may request).
Poster Presentation
• Wear formal attire.
• Prepare the Printed A3 sized poster
• Present your suggestions in 10 minutes.
• Please be on time for the presentation session. Everyone in the group shall be present although not necessarily present. You can appoint ONE (1) leader/ representative to present the ideas.
• Since this poster presentation will be presented in TBC. Students will need to present upon requested by visitors/beneficiaries/tutors.
• However, every member shall know the content as there will be a 10 minutes Q&A session. The beneficiary and/or tutor will randomly ask questions to ANY student(s) to test your understanding towards the content/suggestions.
Electronic Submission of Group Poster Presentation - Phase 2
Although this is a presentation, the poster will need to be submitted online via myTIMeS for record and audit purposes.
Submission deadline and time: latest by 19th July 2024 (Friday), time: 5pm (Week 13)
You are required to submit your A1 sized poster in pdf form. electronically to myTIMeS at your respective tutor’s folder. If you have any samples/ prototypes, you can also upload them after the A1 sized poster. E.g., the first sheet will be an A1 sized poster, followed by samples (if any). A cover sheet and marking rubric are NOT required.
Peer Evaluation Form. for Group Assignment
Submission deadline and time: latest by 19th July 2024 (Friday), time: 5pm (Week 13)
Team Dynamics
You are made responsible for managing your own group. Any conflict or tension within a group must be dealt with by the group members themselves amicably. In the case whereby group conflict cannot be resolved, the marks allocation will be done in consultation with the respective lecturer/tutor (decided at the tutor’s/lecture’s discretion). Marks will be adjusted accordingly if there is a group consensus that team member(s) did not contribute to the group work equally. Please ensure proper documentation of attendance and group contribution in every group meeting. This is a clear indication of everyone’s contribution.
Marks and Feedback on Assignment
This assignment is aligned with Module Learning Outcome 2 (MLO 2): To recommend and justify market opportunity analysis and usage of appropriate marketing mix strategies to solve business-related matters, AND MLO 3: To cultivate leadership skills, teamwork, communication, and social skills among group members. The marks for the assignment will be assigned based on the “Marking Rubrics” (refer to Appendix B). You are required to read and understand the description for each section of the marking rubrics.
GENERAL ASSIGNMENT GUIDELINES
Referencing and Plagiarism
You need to ensure that you comply with Harvard referencing conventions in preparing this assignment and that plagiarism is not an issue. You must fully acknowledge the sources of information (books, articles, reports, etc.) that you use in the completion of the assignment. To do this you must use the Harvard Referencing System which tells you (a) how to acknowledge your sources in the body of your text, and (b) how to list your sources in your reference section. You can refer to the link below for information and learn about the Harvard Referencing System:
https://www1.uwe.ac.uk/students/studysupport/studyskills/referencing/uwebristolharvard.asp x
A reference list must be attached with your assignment. You are expected to adhere to high standards of academic integrity and all assignments submitted in this course may be checked for plagiarism, using Turnitin. Plagiarism is regarded as a serious issue within the university system with severe consequences for students who have been found to have plagiarised. It is your responsibility to ensure you understand plagiarism so that you do not commit the offence of plagiarism. Student’s assignment with a similarity index of 21% and above will subject to penalty. Students who failed to upload their assignments for Turnitin purposes will be penalised.
Submission of Assignment
Students are expected to present a paper of professional quality. Prior to submission of the assignment, check to ensure that at the very least all aspects of the requirements have been addressed, and that there are no spelling and grammatical errors. You are required to submit your completed assignment to Turnitin at myTIMeS. Only one assignment should be submitted on behalf of the group.
Late submission of assignment
Assignments submitted within 24 hours after the published deadline will be penalised as below:
a) A mark of more than 50% for the assignment will be reduced to 50%. This reduced mark will be used in the calculation of the overall module mark;
b) Amark of 50% or less will stand and be used in the calculation of the overall module mark.
Assignments will not be accepted after the 24-hour window and will be recorded as a non- submission. A mark of ZERO will be awarded. Please see the section on Non-Submission of Assignment below for more details.
Extension of Deadline
No extension will be granted for the assignment, except in the case of extenuating circumstances. Please refer to the section on Extenuating Circumstances in the document, should you like to request for consideration of extenuating circumstances.
Students, whose application for extenuating circumstances is accepted, will not receive their marks, when the other students who submitted on time receive theirs.
Non-Submission of Assignment
Students who do not submit their assignment will be deemed to have forfeited their right to a second attempt (resit) of the module. These students will be required to repeat the module with attendance and undertake all assessments again (as their third attempt (repeat)).
Note that students are granted only four attempts at a module. If you do not pass the module in the fourth attempt, you will be excluded from the Dual Award programme.
Requirement for Passing Module
This is a 100% coursework module. Students should submit all the three pieces of work. To pass this module, a student must achieve an overall module mark of not less than 50%. A student who obtains a mark less than 50% (i.e 49% and below) for the module maybe allowed tore-sit, to be determined by the Board of Examiners. The passing grade awarded for there-sit will be a grade C.
Resit Continuous Assessment
The resit assessment for the continuous assessment component shall be in the form of an
assignment, with a weighting of 50% of the overall module re-sit assessments. To qualify for aresit opportunity, a student must:
• not have exhausted four assessment attempts in this module, AND
• have submitted his/her assessments on time, AND
• have attended the assessments.
However, note that your right to resit could be forfeited if you have committed any assessment offences, did not submit a piece of assessed work on time or failed to attend an assessment.
The mark for aresit component is capped at 50%.
Assessment Offences
You are to use the Harvard referencing styles consistently for all written assessments. Taylor’s University treats any acts of dishonesty relating to assessment of University modules very seriously. It is vital that students acquaint themselves with the University’s policy on assessment offences. Assessment Offences is defined here as passing off the work of others as one’s own including copying (reproducing or imitating), cheating, collusion (agreement to deceive, using words or ideas of colleagues or other students and passing them off as you own), plagiarism and other breaches of assessment or other examination regulations. Cheating, collusion and plagiarism are the use of unfair means of presenting work for assessment; aiding another student in the use of unfair means of presenting work for assessment; or preventing or attempting to prevent another student from being able to be assessed properly.
The University is to check any work submitted by students using text comparison software, for instance Turnitin. The similarity index produced by the software is an important tool to assess a student’s performance. However, the index is not the only tool to conclusively determine the existence of breach of academic integrity. It is important to note that although the rate of similarity maybe significantly high or otherwise, the lecturer/tutor/instructor is responsible to exercise his or her independent professional judgement to determine the actual existence of a breach of academic integrity.
Allegations of and investigations into assessment offences will be dealt within accordance with the regulations and procedures in force at Taylor's University for the module. Where a student is found to have committed an assessment offence a decision must be taken either to take no further action or to impose an appropriate penalty which may include failing the studentand determining whether or not the student will be permitted another assessment attempt.
Where it is decided that penalty is to be imposed, the penalty could include one of the followings:
a) the mark for the relevant piece of assessment be reduced; or
b) the mark awarded for the relevant piece of assessment be reduced to zero; or
c) the student be deemed to have failed the module, and is not permitted for another assessment attempt for the module.
Please refer to Taylor’s Dual Award Programme Guide for details on Assessment Offences.
Extenuating Circumstances
Extenuating circumstances are circumstances which are unforeseen, unexpected, significantly disruptive and beyond a student’s control. The circumstances must relate to a specific piece of assessment or examination rather than being problems of a kind that affect a year as a whole or parts of it.
A student who is of the opinion that:
• his or her performance in an examination or in other assessed work has been adversely affected by an extenuating circumstance(s), or
• his or her ability to attend an examination has been adversely affected by an extenuating circumstance(s).
Student could submit an Extenuating Circumstances Form to the Examinations Centre at Taylor’s University. The form. must be accompanied by supporting documentary evidence.
Acceptance of extenuating circumstances shall be evaluated on a case-to -case basis by an Extenuating Circumstances Panel. The decision of the Panel shall be deemed as final.
Circumstances that are unlikely to be accepted as extenuating circumstances include the following:
• personal illness or disability for which special arrangements are already in place.
• colds or know conditions such as hay fever.
• normal examination stress or anxiety experienced during revision or the assessment period (unless corroborated by medical evidence as a chronic condition and undergoing treatment).
• non serious domestic or personal disruptions (e.g. moving house, change of job,
holidays,weddings, normal job pressure, failed travel arrangements, financial difficulties, oversleeping).
• study related circumstances (equipment failure including computing/printer difficulties
(unless they occur in the examination itself), failure to have taken backup copies for work stolen or corrupted, bunching of deadlines/examinations, missing books, poor time management, misreading the examination timetable, taking the wrong examination).
(Note: The above list is not exhaustive).
Description for Each Section of the Marking Rubrics
The below parameters only serve as a guideline and are not limited to only these. POSTER PHASE 1
1. Identification of problems/issues (10%) - This section includes the requirement to perform critical analysis to identify, analyse, and discuss the project’s problems that are related to the business and marketing context. The sharp and timely identification of the project’s problems and issues that contributed to the core marketing problems.
2. Provide solutions to existing and emerging problems (5%) - This section includes setting the appropriate recommendation to solve the project’s problem(s). Additional effort of preparing actual prototype/samples will fall in this category.
3. Creative thinking/Originality of ideas (5%) – This section includes convincing original and constructive innovative new ideas provided to solve the project’s problem(s) with creativity in blending the integrated marketing communications tools.
POSTER PHASE 2
1. Provide solutions to existing and emerging problems (5%) - This section includes setting the appropriate recommendation to solve the project’s problem(s). Additional effort of preparing actual prototype/samples will fall in this category.
2. Creative thinking/Originality of ideas (5%) – This section includes convincing original and constructive innovative new ideas provided to solve the project’s problem(s) with creativity in blending the integrated marketing communications tools.
3. Evidence of teamwork (10%) - This section includes group cohesiveness, effective interactions between group members, time management and peer evaluation.