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Important:
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Late assignments will be penalised 20% per day
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The maximum extension that can be granted in this
course is 7 days.
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Extensions are only granted in exceptional
circumstances and documentary evidence is required. Please refer to the
extension policy in the course specifications.
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External students must be able to provide proof
of postage on the due date.
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This assignment can be completed either with a
team of other external students or individually. Please see the explanation
at the end of this assignment.
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You must correctly reference your sources of
information using the
Harvard referencing style. Copying word for word from the text or other
sources without using quotation marks and providing references including
page numbers is plagiarism. Plagiarism attracts severe academic penalties
and may result in failure in this course. Refer to the second version of
the Communication Skills Handbook for the correct style.
Assessment objectives
After
completion of this assignment, you should be able to:
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demonstrate an understanding of target marketing,
positioning and consumer behaviour, discuss their relationship to
promotional planning and apply these concepts to a promotional situation
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demonstrate an understanding of consumer response
processes, discuss the implications for promotional planning, and apply them
to a ‘real-world’ marketing problem
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demonstrate effective oral presentation skills
including the preparation of a script and relevant visual aids
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correctly reference sources of information using
the Harvard referencing style
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demonstrate effective teamwork (if working as
part of a team)
Your task
For this
assignment, you (or your team) are required to prepare (but not actually make) a
presentation that would last about 20 minutes on one of the following
consumer products.
Lower involvement products
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Toilet
paper
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Deodorant
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Biscuits
Higher involvement products
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Sport
shoes
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Home
gymnasium equipment
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Electronic pets
The
content of the hypothetical presentation should cover:
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Introduction and session overview (1 mark)
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Brief description of the company, product and the
main consumer target market
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Provide a brief
background of the company in terms of its size, scope of operations, product
range, when established, where located etc (8 marks)
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Description of
the product (4 marks)
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Discussion of one key target market for the product based on relevant
geographic, demographic, psychographic and behavioural variables (8 marks)
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Discussion of the apparent
positioning strategy for the product (2 marks)
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Discussion of the
consumer behaviour
associated with the product (relate to level of involvement) including the
decision making process and the relevant internal psychological process. If
you select a low involvement product, you should note that the consumer
decision-making process would not follow the five-step process presented on
page 107 of the text - rather an alternative process based on a learn, do,
feel sequence is more likely (refer to pages 150-1 of the text and the
discussion on pages 121-2) (20 marks).
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Discussion of the
response hierarchy that you believe
best explains the consumer response process that is associated with the
product (15 marks)
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Identification of the quadrant of the
Foote, Cone and Belding Grid
that the product most closely fits, justification of your choice (you may
need to discuss any discrepancies that arise from the response model you
have selected in the previous point) and a brief discussion of the
implications for promotion (10 marks).
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Application of the Elaboration
Likelihood Model to explain the path to persuasion for this product (10
marks)
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Conclusion (1 mark)
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References (1 mark)
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Attachments (individuals 20 marks, teams 18
marks)
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script of
presentation (2000 words) including references to both the text book
and other relevant sources
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paper copy of PowerPoint or overhead slides
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team report if
required (2 marks for teams only)
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Appendices if required.
You
must submit:
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Script
of the hypothetical presentation (2000 words). The script will cover the
points that you will make around the key points that are on the PowerPoint
slides and/or overhead transparencies. As this is an academic exercise, as
well as a practical exercise, please include in-text references in the
script for both direct quotes and ideas. References on the slides are only
required for major ideas and direct quotes.
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A
paper copy of your PowerPoint slides or overhead transparencies (using
another type of program) and any handouts that may be used for the session.
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A
correctly formatted list of references.
Notes
on the assignment
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The marks assigned to each component of the
presentation provide an indication of the relative importance of the
component, and thus how many words to devote to each section.
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Your approach to this assignment will involve
presenting diagrams of key models and demonstrating your understanding of
the theory underpinning these models by applying them appropriately to the
case. You should use at least one other textbook, as well as relevant
articles and sources to support your arguments.
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content:
coverage of the material, logical analysis, understanding of theory
as evidenced by appropriate application.
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format:
structure of the presentation – introduction, body, conclusion,
quality of visual aids, and teamwork (if applicable)
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As this is a hypothetical presentation, an
audio-tape is NOT required.
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You should limit the number of slides used in the
presentation to 20 slides. Remember you would only include key points on
the slide.
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If you are using PowerPoint, you should use the
notes pages option for this assignment. This option presents the PowerPoint
slide on the top half of the page and an area for writing the script below
the slide. If you are using word, you could recreate a similar format so
that the marker can see both the slide and the accompanying script for that
slide on the same page.
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You will NOT be penalised for submitting black
and white overheads if you cannot access or afford colour copies.
IMPORTANT: You can do Assignment 2 with a team of external students or
individually
You may
elect to do Assignment 2 either as part of a team of three external students or
as an individual. It would be our preference for you to be part of a team, as
we encourage the development of teamwork, collaborative learning, and electronic
communication skills. However, we realise that working as part of a team may be
problematic for some external students. If you are able to work with a team on
this presentation, you must contact the course leader in the second week
of semester via email (birch@usq.edu.au) so that I can match you up with two other external
students. You will not be allowed to join a team after the end of the second
week of the semester. Of course, in order to complete the assignment you will
need to communicate with these students on a regular basis using email and/or
phone etc. If you work with a team, each team member will be required to
present a copy of the team report with their assignment folder (see below).
However, your team will submit only one joint presentation script and visual
aids. You will need to decide which team member will submit the presentation
for assessment once the team has completed the assignment.
Team report
(to be submitted by each
team member individually with their assignment cover)
Student
name Student number
Who
were the other members of your team?
How
often did you communicate with the other team members?
What
means of communication did you use?
How did
your team organise for the task? That is, how did you decide what needs to be
done, by whom, and by when?
What
was your contribution to the presentation?
Did you
feel your contribution was equal to the other team members? If not, why not?
How
well did you team work together on this task? What went well? What went wrong?
What
difficulties, if any, did you experience in completing this assignment with your
team? And what strategies did you use to address these problems?
Other
comments…..
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