In this individual assessment task you will be required to produce a strategic recommendation based on the analysis your team conducted in Assessment 3. This assessment gives you the opportunity to express your independent opinions and ideas through the use of a PowerPoint slideshow and an accompanying script. Your audience is the Marketing Manager of your selected brand/company from Assessment 3, to whom you directly report.(see attachments )
You will also dedicate a portion of your script to highlighting key discussion points for your manager regarding your perceptions of how successfully you worked as a team as part of Assessment 3. Discussing the level of success in your team and the role(s) you took within the team assists in enhancing your knowledge and skills for effective teamwork and collaboration.
This assessment supports unit learning outcome 1, unit learning outcome 2, and unit learning outcome 4.
EBOOK – MKTG3 with Student Resource Access 12 Months, 3rd Edition
Author: Charles W. Lamb
Your audience for this presentation is the Marketing Manager of your selected brand/company from Assessment 3, to whom you directly report.
From the segmentation model developed in Assessment 3: Team marketing strategy, your team will select one segment to be the focus of your slide presentation. Your individual presentation should cover the following points:
Why you’ve selected this one segment to focus on as your target market. Why is this segment a good opportunity to grow sales?
A product or brand position (value proposition) – identify one key feature of the existing product and explain how it:
appeals to your target market
provides a point of difference to your competitors.
Present recommendations of how you would modify the marketing mix (4Ps) to communicate this value proposition to your target market:
Provide four recommendations, one for each of the 4Ps (product, place, price and promotion).
Ensure your recommendations are ethical and socially responsible (take a look at the Week 12 learning materials for some guidance). This Triple bottom line reporting in Australia: a guide to reporting against environmental indicators (548KB PDF) may also come in handy as you prepare this section of the slideshow presentation.(see attachments)
Remember to include a reference list at the end of the presentation.
The text in your PowerPoint presentation will NOT be included as part of the specified word count for this assessment.
You are not required to produce any audio to accompany the presentation.
There will be two parts to the script, however, you will be required to submit the script as one Word document.
Prepare a script to accompany your PowerPoint slide presentation (above), imagining you are talking through each slide to your manager.
Remember to clearly define which slide the script is talking to.
Part 1 of the script should be contained to no more than 1000 words.
Once you have completed Part 1, present your responses to the following questions as discussion points you will have with your manager regarding teamwork:
What rating would you give the team you worked with for Assessment 3 out of 10 (10 being the highest level of success)?
What factors do you think contributed to the level of success your team had and the degree to which you worked effectively as a team. Provide specific examples from your experience to illustrate these factors.
What was your contribution as a team member?
What is one thing you would do differently in online teamwork in the future.
Part 2 of the script should be contained to no more than 300 words.
Some tips for Part 2 of the script
Use the template provided as a guide for the information to present in your report.
Revisit Tips for successful teamwork from Swinburne Online’s student portal (a login will be required) to help frame your thinking.
If you used the team charter (DOC 62 KB) template provided to you for Assessment 3, you may be able to draw upon examples from:
the success of your team in meeting the goals set
your contribution to the team
how this learning experience will help you in the future.
What makes teamwork effective?
‘The most effective teamwork happens when individual contributors harmonise their efforts and work toward a common goal. Good teams don’t typically happen by accident; hard work, commitment and some amount of struggle are usually involved in creating successful teams. But teams that go through the rigors of creating a cohesive group are rewarded with higher productivity, fewer internal struggles and a more enjoyable work experience.’
Please submit both your PowerPoint presentation and script through Turnitin. More detailed information is available in the Assessment 4 folder in Blackboard.
Justification of target market.
Identification of the value proposition.
Communication of the value proposition using the marketing mix.
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