MKT530 Marketing Management – Assessment Guidelines

Assessment Scheme
There are four elements of assessment for this module: (i) Group Work (30%)
(ii) Presentation (10%) (iii) Mid Term Exam (20%), and (iv) Final Exam (40%).

Looking at each assessment in turn.

Group Work (30% of the total mark)

An electronic copy of your work should be submitted as a word attachment at emoustakas@psu.edu.sa by 9pm on Wednesday 24th of December 2014.
You should also hand in a hard copy (printed) after the end of the class.

Make sure you add your full names and student IDs in the body of the email as well as in the cover page of the assignment. Assignments without the above requirements will not be marked. This assessment should be single spaced, font 12, Arial and referenced appropriately throughout. Indicate the word count on the first page and include a bibliography at the end (Harvard system) of the document.

You are asked to develop a Marketing Strategy for one of the two companies provided:

NASair Aviation
[www.flynas.com.sa]

Objective: To develop a Marketing Management Strategy for NASair Aviation

Other Project Objectives which you could integrate in your portfolio:

1. What could be the key factors for successful promotion? (membership bases, brand etc.)

2. What criteria for choosing partners would you choose? (e.g. reputation in the market, specific industries, margin/volume positioning, etc?)

3. Conduct a comparative analysis with other Regional or International Airlines (4 in total including NASair) regarding:
Various types of Integrated Marketing Communication strategies which could be used in order to interact and communicate with potential customers more effectively as well as new types of services they could offer.

4. Describe possible ways of member-gets-member advertising and communication.

5. Advise on possible partner-to-member communication.

6. Target group: Who is the primary target group & why?

7.   Execution Strategy – Channels (Pick channels most suitable to your campaign. Internet must always be one of the media. Each channel must include strategy reasoning, objectives & specific tactics conveying the main message.)
–   Advertising (Print, TV, Radio)
–   Public Relations
–   Direct Marketing
–   Sales Promotions
–   Event Marketing
–   Digital/Interactive/Mobile
–   Personal Selling
–   Social Media
–   Sponsorship Programs

Group work plan

Instructions

The class will be divided into groups of 5 students and each group will work on one Client Project. Groups will work on developing a Marketing Management Strategy based on the project objectives. The Client Project will involve high level analysis of research data. Additionally, each group will present their own research in front of a panel. The project will also include visual execution (Creative Design) of the campaign.

Overview

–   Project Goal (summarize this campaign/program and what you want to achieve – desired results)
o   Project Objectives (list measurable objective(s))
o   Who is the project sponsor? Who are other campaign stakeholders?
o   Describe your research insight

–   Audience
o   Who is the primary audience & why?
o   What are they passionate about?
o   What should be avoided in talking to this audience?
o   Who is the secondary audience?

–   Message
o   Describe your communication message and explain your tone of voice (funny, casual, educational, etc.)
o   If you could get one sentence through all the clutter, what would that be?
o   What is your brand holistic selling proposition? What are the key points you are trying to communicate?

–   Medium (Internet must always be one of the media)
o   What the best (primary) medium to reach this audience?
o   Explain in detail how you would use that medium.
o   What are other media channels suitable for your campaign? Explain why and how you are going to use them.

–   Visual Image/ Creative Design
o   Develop & show your creative visual design work.
o   Describe what your visual goals are.
o   Explain why you think they will be effective.

–   Schedule & Budget
o   When must the message get to the audience for maximum effect?
o   How much money do you have to spend on this project?

Client Project Final Marketing Strategy

INTRODUCTION
Executive Summary (1 page)

RESEARCH
Research Report (Completed Research Report) (Word 4-6 pages)

•   Research & Situation Analysis (online/offline)
   Industry (general overview of trends)
   Category (general overview of trends)
   Consumer Behavior (biggest portion of your Research Report)
   Competitive Analysis (who are the direct and potential competitors)
   Current Product/Service Assessment & Analysis (offerings, activity, brand development level, etc.)
•   SWOT Analysis
o   Strengths of the organization
o   Weaknesses of the organization
o   Opportunities in the environment (e.g., demographics, political, legal, technological, social, cultural, economic, ecological)
o   Threats in the environment (e.g., demographics, political, legal, technological, social, cultural, economic, ecological)

IMC PLAN
•   Communication/Creative Strategy
–   Audience
–   Message
–   Media/Channel Mix
–   Branding Strategy/Recommendations: colour, symbols, logo, name etc.
–   Creative Strategy/Recommendations: product/service and packaging recommendations (colour, font, images, style, etc.)

•   Execution Strategy – Channels (Pick channels most suitable to your campaign. Internet must always be one of the media. Each channel must include strategy reasoning, objectives & specific tactics conveying the main message.)
–   Advertising (Print, TV, Radio)
–   Public Relations
–   Direct Marketing
–   Sales Promotions
–   Event Marketing
–   Digital/Interactive/Mobile
–   Personal Selling
–   Social Media
–   Sponsorship Programs
•   Timing/Schedule
•   Measurement Strategy
•   Budget

CREATIVE DESIGNS

– Describe and show your Creative Designs
– Develop, implement & show Creative in your chosen channels

Reflective Overview of the Group Work

Instructions

Finally, before submission, you will be asked to complete a Reflective Overview of your entire learning.

The reflective overview should demonstrate how and what you have learned from the module (see slides below). While there is no preset outline for your reflective element / overview, it would be wise if you reflect on your learning process and progression, the extent to which you have achieved the module’s learning objectives / outcomes (evidence drawn from the individual tasks/seminar discussions)..

The reflective overview will be assessed on the basis of: a) depth of reflection and b) the evidence you have provided – you have to back up your claims with evidence (e.g. quotes from the works you have previously submitted). The word limit for the reflective overview is 1000 words (+/- 10%) maximum.
This assessment should be 1.5 line-spaced, using font 12, Arial, bound with a single staple at the top left hand corner, and referenced appropriately throughout. Indicate the word count on the first page and include a bibliography at the end (Harvard system) of the document.

Guidelines for the reflective overview

Hints and Tips to help you get the most from your reflective overview
•   Everyone has different learning preferences and it is your difference that is of interest to the reader. So ensure that this is brought out within your discussion. Thus, what is your preferred learning style and how did it sit with the module/learning outcomes / the range of assessment / your personal development / peer and tutor interactions / the overall structure and content of the module/pace and delivery of the module etc
•   Did the range of assessment: group presentation / written case study / portfolio / marketing report help you understand how marketing strategy works in the real world (yes/no – why/how?)
•   With particular reference to the Weekend Marketing Meeting trip: was this a means to help you learn about business and marketing (yes/no – why/how?)
•   Again, with reference to the Weekend Marketing Meeting assessment (case-study group presentation and written group work), would you have rather completed the Weekend Marketing Meeting assessments by yourself than in a group (yes/no – why?)
•   Given your preferred learning style, did the module help you understand theoretical concepts in marketing and how to apply them to a real world setting (yes/no – why/how/is there a gap within your understanding of the topic?)?
•   Do you think you have met the overall module outcomes (yes/no – why/how/is there a gap within your understanding of the topic?)?
•   Has the module met your expectations (yes/no – why/how/is there a gap within your understanding of the topic?)?
•   As a result of the module, have you changed the way you prefer to learn (yes/no – why/how/is there a gap within your understanding of the topic?)?

VERY IMPORTANT MESSAGE

Make sure you add your name(s) at the beginning of each section within your portfolio.

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