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Marketing Strategy and Planning Assignment 1

MKT30016: Marketing Strategy and Planning Assignment 1: Case study presentation

Word/time limit: 10 minutes (+/- 10%)

Weighting: 15%

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Assignment Overview

Case studies are one kind of business presentation involving specific examples from an industry that are analyzed using relevant theories to illustrate significant trends, issues, and concepts. Typically, case studies are developed to generate further assumptions and understandings that may then be applied to similar cases across an industry.

The purpose of this task is to learn your knowledge and understanding of strategic marketing concepts by undertaking a case analysis and then making a presentation.

Related learning outcomes

This assignment assesses the following unit learning outcomes:

  1. Analyze and solve problems using frameworks and relevant theories in making informed decisions and judgments in developing and executing strategies and research-based responses to address real-world issues and problems.
  2. Analyze and synthesize information from diverse sources relating to the global competitor environment and global customer base for an organization.

Assignment Details

You will analyze a case study and produce a narrated PowerPoint

You can choose from the following Case Studies:

Case Study

Your analysis is to address three key points, and these are:

  • Research the firm and industry in the assigned case study to understand where the firm and industry is ‘now’ and integrate this knowledge into your analysis
  • Link your analysis to appropriate strategic marketing theories
  • Link how the firm in the case study performs in an Australian setting, if necessary.

You are then to record a narrated PowerPoint of your findings and upload it below.

The following is derived from the work of Lewis et al. (1991). It sets out a sequential method for analyzing case study material. As you proceed through the six steps below, record your answers. Nevertheless, while this following method is an essential stage in realizing the comprehensive development of your case study analysis, make sure your final submission addresses the three points above.

  1. Read the case right through to gain an overview. What is the evidence about? What are the main issues it raises?
  2. Reread the situation more carefully, highlighting keywords, phrases, and sentences.
  3. Make a note of the case details which you think are most relevant to the topic being discussed. It is particularly useful during this step to identify where there are gaps in your knowledge of the situation. You must be careful not to make assumptions where there are knowledge gaps, although it is sometimes possible to make inferences by drawing together different pieces of information from the case.
  4. Link the details of the case to the theories and concepts you have learned in the lectures, seminars, texts and through your reading.
  5. Consider the extent to which the method (is) is/are appropriate in understanding the situation in the case. Does this application suggest weaknesses or problems with the theory?
  6. Consider the issues in a small group. This allows you the opportunity to test your analysis in a supportive environment and will enable you to hear other people’s views and assess their points of view.

Your case study analysis should be professionally presented, using a narrated Mite Microsoft PowerPoint and use Swinburne Harvard referencing as appropriate. Please note that you will be significantly penalized for reading from a script.

Typically, a case study analysis comprises the following sections.

  1. Introduction (outlines the purpose of the case study; provides an overview of the company; describes the underlying issues and findings of the case study; identifies any theory used).
  2. Results (identifies any problems found in the case with analysis of each question supported by facts, together with the relevant theory and course concepts).
  3. Discussion (summarizes the major problem/s and issues; identifies alternative solutions to significant problem/s and then evaluates those regarding advantages and disadvantages).
  4. Conclusion (sums up main points from the findings and discussion).
  5. Recommendations (chooses the most viable solution to be adopted and justifies this choice, explaining how first problem/s will be addressed).
  6. Implementation (outlines what should be done, by whom and by when, including a rough estimate of costs).
  7. References (Swinburne Harvard style).

Additional Resources

View the Assignment tools    (https://portal.swinburneonline.edu.au/study-resources/narrated- PowerPoint-presentation-pc-only) section in the Student Portal to help you create narrated PowerPoint presentations or slideshows.

Submission Details Overview

This assignment will be submitted via Turnitin.

This assignment will be submitted via Turnitin. You will find the appropriate submission point below.

Please allow a 24-hour turnaround for an originality report to be generated. See the Turnitin originality report    (https://portal.swinburneonline.edu.au/study-resources/turnitin-originality- report-0) area of Study Resources for several guides to assist with the submission process.

Assignment Support

Don’t forget that in addition to your eyes which provide discipline-specific content advice, you can access the 24/7 draft writing service from Studios.

If you need support with academic feedback on a design of your assignment task sees Assignment support: Studios.

Assignment Criteria

  1. Presentation content.
  2. Presentation style.

Your activity will be evaluated using the following marking guide:

Criteria No Pass Pass 50-59% Credit 60-69% Distinction 70-79% High Distinction 80-100%
 

Presentation content (70%)

Did not meet criterion. The purpose and topic are identified appropriately. There is evidence suggesting that the presenter collected some information from a variety of sources.

The presentation provides a reasonably acceptable summary.

Arguments are sufficiently justified, applying some appropriate theory course content.

Sufficient links between the case or ethical reflection and theory is shown.

The purpose and topic are identified appropriately and clearly. There is evidence that the presenter gathered a range of information from a wide variety of sources. The presentation is a reasonable summary of the topic.

Arguments are well justified, applying appropriate theory course content.

Some good links between the case or ethical reflection and theory are shown.

Insight is revealed from the purpose and topic identification, which are both clear. The presentation is a good summary of the topic.

There is evidence that the presenter gathered a comprehensive range of information.

Arguments are very well justified, applying multiple appropriate theories from the course content. There is compelling evidence of application of theory to the case or ethical reflection

Considerable insight is revealed from the purpose and topic identification, which are both very clear.

Clear evidence that the presenter gathered a comprehensive and complete coverage of information.

The presentation is a concise summary of the topic.

Arguments are very well justified, applying multiple appropriate theories from the course content. There is compelling evidence of application of theory to the case or ethical reflection.

 

Criteria No Pass Pass 50-59% Credit 60-69% Distinction 70-79% High Distinction 80-100%
 

Presentation style (30%)

Did not meet criterion. Lack of confidence is occasionally displayed in terms of mumbling, voice wavering or momentarily losing concentration. Speaks in a “reading” voice at times and the pace is not always even.

Variation in pitch, tone and inflection to keep audience’s attention is not consistently present.

Few displays of lack of confidence. The presenter maintains control and “presence” throughout the presentation. Presentation finishes not too far over or under the time  limit and most points attract appropriate coverage.

Some evidence of referral to notes and/or reading of content.

Variation in pitch, tone and inflection is appropriate.

No displays of lack of confidence.

The presenter maintains full control  and has a strong “presence” throughout the presentation. Presentation is well timed and finishes close to the time limit and points attract appropriate coverage. Little evidence of referral to notes and/or reading of content.

Variation in pitch, tone and inflection is appropriate.

Full confidence is evident, masters control of oneself throughout the presentation.

No reading occurs at all throughout the presentation. A normal, and engaging, speaking voice prevails. All aspects of the presenter’s speech are clear, and understandable. Pace is such that all main points received just the right amount of time. The expressiveness of the presenter is present as excellent use of tone and inflection is made.

References

Lewis, G & Hubbard G & Morkel, A 1991, Cases in Australian strategic management, Prentice Hall, New York, Sydney.

West Dthe , Ford, J & Ibrahim, E 2015, Strategic marketing: creating competitive advantage, 3rd edn, Oxford University Press.

Assessment Declaration

All students must agree to the following statement when submitting assessment items.

Declaration and Statement of Production

  1. I have not impersonated or allowed myself to be imitated by any person for this assessment.
  2. This assignment is my/our original work, and no part of it has been copied from any other source except where the due acknowledgment is made.
  3. No part of this assignment has been written for me by any other person except where such collaboration has been approved by the lecturer/teacher concerned.
  4. I have not previously submitted this work for this or any other course/unit.
  5. I permit for my assignment response to be reproduced, communicated, analyzed and archived for plagiarism exposure, benchmarking or educational plans.

I Understand That:

  • Plagiarism is the presentation of different person’s work as though it is your own. It is a form of cheating and is a grave academic offense that may lead to exclusion from the university. A
  • Plagiarized material may be drawn from published, and unpublished written documents, interpretations, computer software, designs, music, sounds, images, photographs, and ideas or ideological frameworks gained through working with another person or in a group.
  • A plagiarized material can be drawn from, and presented in, written, graphics and visual form, including electronic data and oral presentations. Plagiarism happens when the origin of the metal used is not properly cited.

I Agree and Acknowledge That:

  1. I have read and read the Constitution and Statement of Authorship above.
  2. I accept that use of my Swinburne account to electronically submit this assignment constitutes my agreement to the Declaration and Statement of Authorship.
  3. If I do not agree with the Statement and Statement of Origin in this setting, the assessment outcome may not be right for assessment objectives and may not be covered by my aggregate score for this unit.

Penalties for plagiarism    (https://www.swinburne.edu.au/current-students/manage-course/exams- results-assessment/plagiarism-academic-integrity/plagiarism-misconduct/) range from a legal warning to suspension from the university and are described in the Student Academic Misconduct Regulations 2012.    (https://www.swinburne.edu.au/about/leadership-governance/policies-regulations/statutes- regulations/student-academic-misconduct/)

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