BHO6505 - Television Commercial - Car Ads Business Case Study - Pecha Kucha - Buzzwords - Marketing Management Assignment Help

BHO6505 Television Commercial Car Ads Business Case Study Pecha Kucha Buzzwords Marketing Management Assignment Help

Assessment Task:

Assessment 1

Question

* Consider some of the recent changes in the Australian population. Do you think this could change the way we define Marketing?

*Do you think that companies that still continue to feature the ‘typical’ family in their ads are at disadvantage?

*Think of a type or style of car that would not use a family-oriented image or message in its ads. What types of people would marketers use in a television commercial for that type or style of car?

While analysing any business case one should consider the following

- Identify the problem(s) in the situation presented in the scenario

- Analyse the key issues within the context of the theory and concepts presented in your chapters

- Evaluate similar examples and strategy used by various company's/organizations

- Develop and compare alternative solutions to the problems

- Consider the advantages and disadvantages of various possible solutions or outcomes

- Select the best solution, justify your reasons and make recommendations for action

- Conduct background research in finding out updates in the strategy and outcomes that have happened since the period of the case for the selected company/organisation

- Appropriate analysis, evaluation, synthesis of key facts and contexts

- Proper grammar, professional writing, format and style

Assessment 2

This assessment component involves a seminar presentation on a set marketing topic by a group. The group will also need to submit a short topic brief on the marketing topic along with their presentation.

The Marketing Topic

• 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.

The “Pecha-Kucha” Seminar Presentation

• 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 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.

Assessment 3 Marketing Plan

A Marketing Plan provides a vision and strategy proposal to position a business or product or service in the marketplace. The right marketing plan identifies who the target customers are, how to reach them, what strategies to use, and how to retain your customers over time. This assessment involves the preparation of a marketing plan based on the marketing activities of a selected company.

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 opportunity of interest for the company.

1. Destination NSW

2. Victoria University- Sydney

3. Plus Fitness

4. Lebara Australia

5. Actual Project

Under Actual Project, if you are working in an organization or have access to organization insights and resources and would prefer to undertake this piece of assessment on that organization you may do so. However, you will be required to have written permission from senior management within the organization. Please speak with the unit coordinator if you are planning to do any actual projects.

Time to time, we may also have actual projects from interested industry partners who would allow our student groups to gain hands on experience through developing strategies and solutions on projects of their own. The unit coordinator will notify you of any such available projects. Please speak with your unit coordinator if you know of any companies who would want to participate in such class projects.

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.

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