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Group project - Building a marketing portfolio 50% of your total module mark There are two elements of this

assignment Group report 80% of the marks for the assignment Individual reflective report 20% of the marks for the assignment This is a group project. You can only work with other people in your seminar group. It is up to you who you work with. You must email both your seminar tutor and the module leader (Lorna Walker) by the end of week 3 (Friday 2 March) confirming the names, student numbers and email addresses of your group members and what the name of your group will be. Each group should be a minimum of three people and a maximum of five and groups must have a name. In your team you should choose an industry in which you are interested and then within that industry you should focus on a particular market segment. (i.e. sports cars rather than all cars, handbags rather than fashion, business class flights rather than airlines). Be careful not to pick too narrow a segment there need to be a number of different competitors within the segment you analyse. You cannot just focus on just one or two companies in your report. You must confirm to your seminar tutor by week 4 which segment you have chosen and your seminar tutor will guide you in your choice. During the semester you should collect examples of marketing communication materials from companies within the segment youve chosen. Try and collect as wide a range of examples as you can consider examples from a range of different media and examples which use different creative approaches. Do not limit yourself to adverts from print media. You can also use online advertising, posters and billboards, TV commercials or adverts from more unusual media (advertisers are increasingly using things such as sandwich bags, taxis, bus tickets, back of toilet doors, tables in Costa and so on) as well as direct marketing, social media and point of sale materials. As part of this task you should see how brands in your area use social media such as Facebook, Twitter and Youtube. You should have at least 20 examples of different marketing communications in your portfolio and this must include screen shots of social media such as Facebook pages and examples of real tweets. Once you have selected your portfolio of materials you should write:1. A group report in which you analyse the different techniques which advertisers use to reach their market and apply your knowledge of marketing theory to practice. You are expected to identify particular themes in your portfolio based on marketing theory. 2. An individual reflective report in which you reflect on what you have personally learnt from the process of writing the group report and explain your contribution to it. Each group should produce one group report. All members of the team who contribute something to preparing the report will receive the same grade. Each member of the team should submit their own reflective report and these will be graded on an individual basis. Group report instructions Your report should be no longer than 5,000 words excluding the table of contents, executive summary, bibliography, appendices and any words that appear on the adverts themselves. There is no 10% leeway with this word count. If you go over it at all, even by one word, 10 marks will

be deducted from your report. Blackboard also imposes a limitation in terms of file size so you must make sure your document (including appendices) is less than 20mb. Your report should be submitted via Blackboard and the deadline is 6 May 2012 at 23.59. You should submit your report as a single word document. Please save the document using the name of your group and the name of your seminar tutor. For example if your group name is Dynamo and your seminar tutor is Lorna Walker you would call your file Dynamo Lorna Walker.doc.
NOTE if you miss this deadline, even by one minute, your work will be recorded as having been submitted late and the standard late penalties will apply. It is your responsibility to make sure you submit on time computer problems, lack of internet access and so on will not be accepted as excuses. You should not leave submission until the last minute under any circumstances.

What your report should include In your report you need to address each of the following elements:

An executive summary this is a one-page summary of the main findings of your report. Although it will appear first in the report it will be the last thing that you write. Imagine you are writing for someone who is too busy to read the rest of the report and just wants to get a brief overview of your main findings, conclusions and recommendations. A short description of the segment that you have chosen with a brief discussion of the reasons why you chose it. You should ensure that your industry is clearly defined and you should give some brief statistics here showing main industry trends, size and so on. An overview of the adverts you have chosen What media are they from? Are they all the same? All different? Can you divide them into different categories according to the creative approach they take? How you categorise your adverts is entirely up to you we are looking for evidence of your own ideas here. Segmentation, targeting and positioning what do the adverts you have chosen tell you about the STP strategies which are most commonly used in your industry? Are there any significant differences between the strategies of the different companies which you have chosen? How effectively do you think that the adverts you have chosen target particular segments? How are the different brands positioned relative to each other? In this section you should also identify the main segments in your industry using the four segmentation criteria. You do not have to do this for every advert or competitor just identify the main segments that you think companies are trying to reach and give an example of an advert for each. Consumer buyer behaviour what type of buyer behaviour would be most common in this industry and why? How have the advertisers on which you have focused used their knowledge of buyer behaviour in the design of the adverts? Which type or stage of buyer behaviour are they aimed at? How effectively do you think they use buyer behaviour theory in their design? Promotion which elements of the promotion mix are most commonly used in this industry and why? What are the promotional objectives and how effectively are they achieved in your opinion? What does the choice of media tell you about the promotion strategy of the company? Social media strategies how are brands in your chosen market segment using social media? What are they trying to achieve with their social media activities? How effectively are they doing

this? You must include evidence that group members have personally engaged with the social media outputs of the brands you are considering you need to like the brands on Facebook and follow them on Twitter.

Communication strategy discuss how effectively the adverts communicate their message. Is the message clear? Is there any potential for miscommunication? Do the adverts make good use of communication theories such as the AIDCA formula? Again, it might help you here to focus on one or two specific examples. Pricing do the adverts contain information about pricing? Why / why not? What pricing strategies do you think are most common in your industry and why? Product what is the product being promoted? Identify the core, formal, tangible and augmented products (it might help to focus on one specific example here if the products within the industry are diverse). What do the adverts tell you about branding strategies being used within the industry? How effectively do the adverts communicate the brand to you? Place what distribution strategies are being used in your industry? How much information (if any) is given about this in the adverts? Do the adverts tell you anything about distribution? Are they trying to push or pull? Critique and recommendations you should conclude with a critique of the approach the advertisers have taken and make some recommendations. Do not simply describe what the advertisers have done or summarise what you have already said in your report. A critique is a critical review in which you give an evaluation, stating what you think is good and what you think could be improved. If you think the adverts good, what is it that is good about them? If you think the adverts are bad, why are they bad and how could they be improved?

How to present your adverts The marketing communications you have collected should all be included in an appendix at the end of your report and fully referenced so that we can clearly see where you got them from. If you have taken a photograph of something the reference should state who took the photo, when and where. If you are using Youtube videos you should include a screenshot in the appendix, a url linking to the video and a brief summary of what the video is about. If you have seen a billboard you should take a picture of it and reference where and when you saw it. If you include Facebook or Twitter activity you can take a screen shot and include that. In addition to this when you refer to particular adverts in the report you should include a small thumbnail picture of them. This is so that the marker does not have to jump backwards and forwards through the report every time you mention an advert. Simply include the thumbnail with a caption stating that full details of this advert are given in appendix x and refer the marker to the correct appendix.

Assessment criteria Mark 70%+ Content (80%) All aspects of brief addressed in full, insightful analysis throughout, showing a high level of understanding of marketing theory. Focused, relevant research, data used effectively to back up points, analytical. Not just descriptive. Extremely good team work. Most aspects of brief addressed in full, good level of analysis and good understanding of marketing theory, perhaps some errors in application of theory or areas of brief omitted. Good use of research to back up points made, maybe a little descriptive in places. Reasonable analysis although may tend towards descriptive rather than analytical in places, some use of marketing theory but not comprehensive application. Anecdotal telling the story of what happened rather than really analysing it or excessive theory dump including lots of theory with little application to your examples. Insufficient analysis, mainly descriptive, significant omissions, lack of application of marketing theory or incorrect application of theory. Layout and presentation (20%) Very logical presentation, with points clearly made and explained, well structured with suitable conclusions. Correct referencing throughout. No spelling mistakes or typing errors. Page numbers, logical headings and subheadings. Excellent written English, grammar and so on. Clear evidence of collaboration between team members. Logical presentation, with points clearly made and explained. Relatively well structured with suitable conclusions. Few typing errors or spelling mistakes or grammatical errors.

60-69%

50-59%

Reasonable presentation, with most points clearly made and explained. Possible flaws in structure. More spelling and grammatical errors. Referencing present but not in correct format.

40-49%

30-39%

Poor presentation, with few points made and poorly explained. Relatively poorly structured, with few conclusions poorly linked. Lots of spelling and grammatical errors. References missing or completely incorrect. Poor report omitting or Very poor presentation, with very few misunderstanding significant elements points made and poorly explained. of the brief. Purely descriptive, Poorly structured, with few unsignificant mistakes in applying connected conclusions. Lack of marketing theory. Theory poorly referencing. Very poor attention to detail applied, heavily reliant on material regarding spelling etc. Looks

<30%

from sources with no content of own. Missed point of brief in some other way. Very poor report with little of substance Little or no evidence of research. Has not met the brief in any substantive way.

unprofessional.

Extremely poor presentation and unprofessional report.

Tips for writing a good report To be successful in this assignment it is vital that you work as a team. It would be a big mistake to simply divide up the sections of the report amongst your team members and then join them together just before the deadline. All team members need copies of all adverts. You then need to decide as a team what you want to write in each section before each person goes away and writes up the content that you have all agreed. All the print adverts should be scanned in and included as an appendix to your report. You can take photos of billboards and other types of adverts and include the pictures. For TV ads you should include a screen shot and a brief summary of what happened in the ad along with the URL where it can be viewed. For all ads you need to say where you saw them and the date. Do not waste time simply describing the marketing theory as there are no marks for this. This report should consist mainly of your own analysis in which you apply what you know of marketing theory to an example of an industry. You do not have to mention every advert in every section of the report. Pick the ones which you think are particularly interesting or useful and focus on them. For example you may chose two or three adverts each of which illustrates a different type of segmentation strategy and only talk about those ads in the section on segmentation. The report should be written as one continuous document and all sections should be written in the same style. It should not be possible for the marker to see where one persons section stops and the next persons section starts. Ensure that you have proofed your report before submitting it. Ask someone who was not in your group to read it for you and tell you if it makes sense. You will lose marks for bad spelling, grammar and punctuation. Pay attention to how the report is laid out and make sure it looks clean and professional Stick to the word limit. Write simple and short sentences and try and avoid repeating yourself. Include a table of contents and make sure that there are page numbers on the report Think carefully about how best to divide the work up between you. Do not leave important sections just to one person. Identify the person in the group with the best written English and ask them to do a final polish once all the sections have been added together to give them a coherent style. Academic style requires you to write in the third person i.e. this report will argue that, The authors therefore conclude that. Do not use we or I.