BHO6505: Case Analysis Report on Kerry Sanderson - Marketing a lifetime of service to business and government- Case Study Assessment Answers

Kerry Sanderson, AO: Marketing a lifetime of service to business and government - Case study

1. Is Kerry Sanderson a marketer?
2. Discuss the term ‘sustainable marketing’. Choose a company you know and discuss how that company applies the principle of sustainable marketing.
3. Marketers face many options and decisions every day. What dilemmas did Kerry Sanderson face in balancing the short-term and long-term objectives of Fremantle Ports?

Marketing Management Assignment

• The marketing topics for the presentation are key and influential ‘buzzwords’ that is widely used in the corporate world. Based on the relevancy with the unit contents and learning objectives, the marketing buzzwords have been sourced from various industry reports and whitepapers, textbooks, academic journals, marketing reports and debates, expert opinions etc.
• Attempt has been taken to broadly align the marketing buzzwords with the lecture topic for each week. There is very low probability that one may find all of the selected marketing “buzzwords” topics in a typical marketing textbook as they are very contemporary and holistic in nature. This assessment opens up the opportunity to bring these contemporary concepts into our seminar discussion.
• This is a group presentation (3 members per group). The lecturer will randomly allocate students into groups of 3 members and the topics will also be assigned randomly to each group by week 2 or 3. The presentations will be made between weeks 5 and 10.

• Students will be required to make a Pecha-Kucha style of presentation on a marketing ‘buzzword’ topic during the weekly seminar. The topic is presented in images rather than words or text slides. No presentation headline or slide text is used. No video clips are allowed in the presentation. Refer to Pecha-Kucha presentations for further instructions.
• Creativity, inventiveness and thinking out of the box will significantly impact on the quality of the presentation. While a significant amount of research and thinking occurs prior to the presentation, the presentation is quick – to the point – and engages the audience. The following links are useful. http://www.pechakucha.org/cities/bemidji/blogs/presenter-information-and-tips http://www.speakingaboutpresenting.com/presentation-skills/pecha-kucha-presentation/
• The Pecha-Kucha style of presentation is constructed of images. The images chosen should reinforce the ideas. Try to find images which are illustrations or metaphors of your key points and/or use words-as-image. This makes delivery of your presentation much easier, as you’re not trying to race through a list of points. You can take or use your own pictures to illustrate your point. The following link is useful. http://www.powerpointninja.com/graphics/what-makes-an-image-good-for-presentations-part-i/
• Team members are expected to make equitable contribution to the presentation and topic brief. All team members have to equally present the Pecha-Kucha presentation. Individual performances will be evaluated.
• Groups will need to provide the references used to construct the ideas and discussions in the presentation. The references should be provided in the last slide as a reference list. The discussions and references would be similar to the topic brief (discussed below).
• While doing your research for your topic please keep in mind that you are to source credible, reliable, relevant, factual and recent information from online business news and information sources, company reports and websites, industry whitepapers, business magazines, expert opinions, marketing textbooks, academic journals and suggested additional readings as an evidence to substantiate your illustrations, thoughts and arguments. Please avoid unknown and un-reliable online websites as well as commentary and opinion from unknown and non-expert commentators and personal blogs. Although Wikipedia is a great source, students are advised not to refer or cite it because it is a reader-produced encyclopaedia with a probable lack of accuracy or completeness of entries on a lot of cases. When evaluating sources always consider why and how is it relevant to your analysis; why and how does it matter to your analysis; and how it can add value to your analysis.

• The topic brief for this assessment refers to a short 2 page document which gives the reader a quick over- view of the marketing topic presented. The topic brief may include definitions, why it matters, how it is used, best practice examples, debates surrounding the topic, positive/negative criticisms, etc. For clarity and illustration purposes groups can complement the topic brief with relevant models, frameworks and images as they see fit. It is expected that the topic brief discussions will be presented in the Pecha-kucha presentation. There is no set or ideal format for developing the topic brief, but the advice is to structure it in a manner which will allow the reader to have a quick and reasonable understanding of the topic and that the brief it could be used as a reference document for the topic.
• Groups are advised to be creative in structuring their information as it is short document. It is expected that topic briefs will be different between groups. Each group has the freedom to construct the brief in a manner that is useful and informative. For example, tables can be used to concise information. Merely filling up the two pages with oversized pictures, tables or frameworks to cover up the space will lower the overall quality of the topic brief.
• For the topic brief it is important that groups follow proper referencing and in-text citation rules. References can be part of the two pages or groups can organize the references in page 3. Please refrain from filling up page space with a detailed reference list. Discussions and examples for the concept topics may be sourced from textbooks, industry reports, whitepapers, reliable websites, journal articles etc. Absence of references will have a negative impact on the overall quality of the topic brief.
• You will be provided with a blank 2 page template for the Topic Brief. Groups are advised to submit and share this 2 page brief with the class before their presentations.

1. This is a group project (3-4 members per group) and the marketing plan effectively needs to be developed throughout the semester. For the project, your group can choose any one of the local businesses (or a product or service of that business) from the following and identify a marketing challenge and/or opportunity of interest for the company.
2. Destination NSW 2. Victoria University- Sydney 3. A Nonprofit organisation
3. Telecom companies (Optus or VodaFone) 5. Actual Project

2. The assessment is a group project and 3 to 4 students are allowed to form a single group. Ideally would be to have 3 members per group, but based on class size and special cases, the lecturer will have the final say for group formations. Groups and their preferred marketing plan companies will have to be finalized by week 3. Team members are expected to make equitable contribution to the completion of the report. Teams are strongly advised to contact the lecturer/tutor at the earliest for any major issues or concerns with the team members. Team conflicts should be mitigated between the group members as it is a part of the learning process. "Free-riders" will be dealt on a case by case basis and will have a negative impact on his/her assessment grade
3. There are various templates and models of marketing plan available in various textbooks, industry whitepapers, Internet resources, journal articles etc. Effectively they all cover the same core concepts and topics in various orders. To have a structured and unified guide for developing a marketing plan as well aligning the core topics of a plan with the unit contents and discussion, we will follow Chapter 17 from Dawn Iacobucci’s text book which solely focuses on developing a Marketing Plan. Students are strongly advised to follow this chapter contents and the marketing plan guidelines and structures to complete this assessment task. The assessment evaluation and marking criteria will be based on the marketing plan framework discussed in the unit
4. The following sections are required for the marketing plan. The detailed content and requirements of sections A, C, D, E and G are elaborated in Chapter 17 from Dawn Iacobucci’s textbook. Groups can also utilize guidelines and strategies from textbooks, best practices and external resources to the complement the section requirements. The expected details for each of the sections will vary based on the nature of business, competitive environment, product/service strategy, availability of information and analytical capability of the group. Please review the mark weightings (in the evaluation criteria) assigned to each of the sections to construct your report accordingly