Marketing Research Team Assignment
Assessment criteria
| Criterion |
Weighting% |
| Content |
|
| l Introduction of Company’s and its recent performances |
5 |
| l Macro environment analysis |
15 |
| l Industry structure analysis |
15 |
| l Strategic position analysis |
15 |
| l Applying an additional appropriate analytical tool of student’s choice |
10 |
| l Discuss the ethical issues Company’s are facing (or might face in the near future) and evaluate its CSR practices |
10 |
| l Conclusion |
10 |
| Presentation characteristics |
|
| l Structure and layout |
10 |
| Referencing and research |
10 |
Assessment criteria explained:
-Content
- Demonstrate knowledge about Company’s recent performances (e.g. marketing and financial performances)
- Examine the macro environmental issues that has potential impact on Company’s marketing performance with examples and evidences (Recommended analytical tool: PEST/PEEST/PESTEL)
- Examine the industry-level issues that has potential impact on Company’s marketing performance with examples and evidences (Recommended analytical tool: Porter’s Five Forces, Value Chain analysis)
- Examine Company’s strategic position with examples and evidences (Recommended analytical tool: SWOT / perceptual map)
- Examine Company’s marketing performance with one other tool of student’s choice (e.g. PLC, BCG Matrix, 3Cs, Ansoff Matrix).
- Evaluate Company’s current CSR practices and discuss whether these practices are sufficient for the ethical issues that Company’s are facing or might face in the near future.
- Conclusion- An overall summary of Company’s future (3-5 years) prospect.
-Referencing and research
- Appropriate referencing method was used (Harvard style preferred)
- Reviewed a diverse range of literature / material (e.g. journal articles, books, trade magazines, and newspaper)
-Structure and layout
- Whether the guideline (word counts, layout) has been followed
- Whether the report is structured and presented in a logical, professional and consistent manner
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