School of Business, Law and Entrepreneurship
Assessment Task – Assignment 3
MKT10007 Fundamentals of Marketing
Semester 1, 2022
Assessment Type
Presentation in-class.
Associated Unit Learning
Outcomes (ULO’s)
2, 3, 4
Group or Individual task
Group
Value (%)
20% + 5% group contribution
Live Presentations in-class during Week 11 – the week commencing
Monday 16th May. Team Submission Document plus slide deck to be
submitted to Turnitin by 23:59 on the day of your Presentation.
Due Date
Submission details/form
Offshore students; Team Submission Document – video for Offshore
Students with URL for YouTube video recording plus slide deck to be
submitted to Turnitin by 23:59 on Thursday 19th May.
Enter this date into your Calendar
Live Presentation in-class of 8 minutes duration (+/- 10%), plus submission
to Canvas of the Team Submission Document with the slide deck attached.
Offshore students; Recorded video Presentation of 8 minutes duration
(+/- 10%), plus submission to Canvas of the Team Submission Document –
video for Offshore Students with URL for YouTube video recording plus
slide deck attached.
Purpose or Overview
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To develop understanding of marketing management tasks and of how marketing fits into other business
functions within an organisation
Use research information and apply marketing concepts to propose ethical, creative solutions
COVID-19 PRECAUTIONS – please adhere to the prevailing Government precautions regarding face-to-face
meetings.
Detailed Assignment instructions
Assignment Overview
For Assignments 2 and 3, you formed a Group with 3 or 4 other people. In Assignment 2 each Group member analysed
one of the competing brands in a product category chosen by your Group. Now, the Group comes together to take the
role of a group of start-up founders wanting to launch a new product in the product category you chose.
You will present an 8-minute persuasive Presentation (known as a “pitch”) that explains your analysis of the competing
brands, proposes a new product that exploits the “gap” in the market, proposes a target segment for the new product,
and recommends a marketing mix intended to implement and communicate your new product to your target segment.
Your “audience” for this work will be a group of prospective investors. Your aim is to persuade them to invest in your
new product. The “pitch” will be in these main parts:
 A section that contrasts the marketing mix and positioning of the existing competing brands in the market for that
product category.
 A section proposing your new product designed to exploit the “gap” in the market.
 A section that details the target segment for this new product, and the marketing mix intended to implement and
communicate your new product to them.
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Format
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Presentation in-Class in Week 11 of 8 minutes duration (+ 10%). (Offshore students; Recorded video Presentation of
8 minutes duration (+/- 10%)).
Format – speakers present to the audience using slides as supports.
Every Group member must present some of the content of the presentation.
Slide Deck - Please also include a Title slide, Agenda slide (that is, a slide with content equivalent to a Table of
Contents) and slide numbering.
Group Work
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Group work is a normal and accepted practice in both business and academic study.
As an alternative to meeting face-to-face, Group work can be done remotely via email, Google docs, Facebook
messenger, and/or What's App groups or other platforms that are mutually agreed by your group. You can video
conference using Skype or Zoom.
Group work can be challenging and groups are reminded that working collaboratively is an essential work life skill.
Groups that need guidance with group work should email their Teacher to discuss any issues that may arise.
Grade Weight:
 20% content + 5% group contribution
The New Product Plan
In Assignment 2 you created a ‘marketing intelligence’ analysis of the existing market. Now it is time to regroup. You
must share your individual work with your team (if you have not done so already), and together you will present a
persuasive Presentation live in-class to entice investors to invest in a new product your company will launch in that
Remember that here your group role-plays as a new company, launching a new product!
category.
You are encouraged to be creative in your presentation, but overall, the Presentation must explicitly provide the
following information:
A. A positioning map of your analysed brands, plus other prominent brands that you did not analyse (if any),
constructed using data from the work that Group members did for Assignment 2. (See Week 5). A summary of
contrasts of the competing brands that your team has researched. This will include a strategic explanation of the
differences between the brands you’ve individually analysed, their Unique Selling Proposition, and place on a
positioning map.
B. Based on the above, you should be able to find a gap in the market where you could launch a product. Then,
propose a new product to fill that gap that your company plans to launch. Justify its positioning in the market.
C. Based on your understanding of the competitive landscape, you need to also create a persona of the ideal consumer
segment for your company’s new product. You will also explain your positioning strategy to that ideal consumer
(target) market. This strategy should be supported by your understanding of:o That segment’s characteristics, their motivations for using products in your category – such as the problem
they are wishing to solve, the need they are trying to satisfy,
o their frustrations with the products currently in the market, for example in the instant coffee category there
may be no low-price no-caffeine product available,
o Their criteria for choice amongst competing brands (use the “evaluation of alternatives” stage of the CDMP
as a guide (Week 2), and their life goals that are relevant to the product category.
D. Develop a Positioning Statement for your new product including its Unique Selling Proposition for your target
segment.
E. Then, develop a basic Marketing Mix that will implement and communicate your Positioning of the product to this
segment. Demonstrate application of theory from the Unit materials when you explain Mix details including
Product (Week 6) (i.e. what will your product actually be? How can you use the three-levels theory to describe it?)
Place (Week 7) (i.e. how and where will you sell it? Would you require intermediaries or retailers for your product?
If yes, then what do you want them to do?), Promotion (Week 8) (what will be your advertising theme? How does
that relate to your Positioning? Where will you place your message (media vehicle matching?), and Price (Week 9)
(how much will you sell it for in the market? What pricing strategy are you going to use?)
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You are strongly encouraged to be creative in your presentation. However, it is important to note that we are looking
for creativity that makes sense. Your New Product Plan should be solidly grounded by your analysis of existing
products and your understanding of the target market. We are expecting that you provide sources and evidence for
your analysis, as well as demonstrate relevant theories and frameworks you’ve learned as the guide for your work.
Guidance
Group Work Guidelines
 A group assignment is the collective responsibility of the entire group, and if one member is temporarily unable to
contribute, the group should be able to reallocate responsibilities to keep to schedule. In the event of longer-term
illness or other serious problems involving a member of group, it is the responsibility of the other members to
immediately notify the Unit Convenor or relevant Teacher.
 All group members must be satisfied that the work has been correctly submitted. Any penalties for late submission
will generally apply to all group members, not just the person who submitted.
Marking
When reading your assignment, the markers will be guided by these questions, elaborated in the rubric at the end of
this document:
 Does the contrast of competitors section presents a thorough and insightful synthesis of their previous individual
work, with credible and relevant evidence supporting the positioning map?
 To what extent is the new product proposal consistent and synched with the group’s analysis about the
competitive landscape? Is the positioning of this new product proposal appropriate and provide a Unique Selling
Proposition and a complete Positioning Statement?
 Are all the details about the persona sensible and relevant to the new product being proposed? Will the Positioning
strategy and Marketing Mix of the new product to this persona satisfy their needs and motivations?
 To what level is the marketing mix consistent with the product proposal and the target market? How well does the
Marketing Mix implement and communicate your Positioning of the product to this segment? Is the marketing
mix presented in a way that showcases the group’s learning to create a creative, compelling, yet sensible plan?
 How much effort did the group put into the work to make it compelling while also adhering to the technical
instructions?
Submission Instructions
 One Group member only will submit the Team Submission Document to Turnitin.
 Attach your slide deck to the Team Submission Document.
Referencing
 To avoid plagiarism, you are required to provide a reference whenever you include information from other sources
in your work.
 Referencing conventions required for this unit are: Harvard Referencing System
 Helpful information on referencing can be found at http://www.swinburne.edu.au/library/referencing/
Extensions and Late Submission
 Late Submissions - Unless an extension has been approved, late submissions will result in a penalty.
 You will be penalised 10% of the assessment’s worth for each calendar day the task is late, up to a maximum of 5
working days. After 5 working days a zero result will be recorded.
 Extensions can only be granted by the Unit Convenor.
Student Study Support Services
 You should talk to your Unit Convenor or Teacher, for information on academic support services available for
Swinburne students.
 Alternatively see the Student Services and/or the Library Website for further study support resources.
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Plagiarism
Plagiarism is the action or practice of taking and submitting or presenting the thoughts, writings or other work of
someone else as though it is your own work. Plagiarism includes any of the following, without full and appropriate
acknowledgment to the original source(s):
 The use of the whole or part of a computer program written by another person;
 The use, in essays or other assessable work, of the whole or part of a written work from any source including but
not limited to a book, journal, newspaper article, set of lecture notes, current or past student’s work, any other
person’s work, a website or database;
 The paraphrasing of another’s work;
 The use of musical composition, audio, visual, graphic and photographic models,
 The use of realia that is objects, artefacts, costumes, models and the like.
Plagiarism also includes the preparation or production and submission or presentation of assignments or other work in
conjunction with another person or other people when that work should be your own independent work. This remains
plagiarism whether or not it is with the knowledge or consent of the other person or people.
It should be noted that Swinburne encourages its students to talk to staff, fellow students and other people who may be
able to contribute to a student’s academic work but that where independent assignment is required, submitted or
presented work must be the student’s own.
Enabling plagiarism contributes to plagiarism and therefore will be treated as a form of plagiarism by the University.
Enabling plagiarism means allowing or otherwise assisting another student to copy or otherwise plagiarise work by, for
example, allowing access to a draft or completed assignment or other work.
Swinburne University uses plagiarism detection software (such as Turnitin) for assignments submitted electronically via
Canvas. Your Convenor will provide further details.
The penalties for plagiarism can be severe ranging from a zero grade for an assessment task through to expulsion from
the unit and in the extreme, exclusion from Swinburne. Consequently you need to avoid plagiarism by providing a
reference whenever you include information from other sources in your work.
Assessment declaration and statement of authorship
1.
2.
3.
4.
5.
I have not impersonated, or allowed myself to be impersonated by any person for the purposes of this assessment.
This assessment is my/our original work and no part of it has been copied from any other source except where due acknowledgement is
made.
No part of this assessment has been written for me by any other person except where such collaboration has been authorised by the
lecturer/teacher concerned.
I have not previously submitted this work for this or any other course/unit.
I give permission for my assessment response to be reproduced, communicated, compared and archived for plagiarism detection,
benchmarking or educational purposes.
I understand that:
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Plagiarism is the presentation of another person’s work as though it is your own. It is a form of cheating and is a very serious academic
offence that may lead to exclusion from the University.
Plagiarised 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.
Plagiarised material can be drawn from, and presented in written, graphic and visual form, including electronic data and oral presentations.
Plagiarism occurs when the origin of the material used is not appropriately cited.
I agree and acknowledge that:
1.
2.
3.
I have read and understood the Declaration and Statement of Authorship above.
I accept that use of my Swinburne account to electronically submit this assessment constitutes my agreement to the Declaration and
Statement of Authorship
If I do not agree to the Declaration and Statement of Authorship in this context, the assessment outcome may not be valid for assessment
purposes and may not be included in my aggregate score for this unit.
Further information relating to the penalties for plagiarism, which range from a formal caution to expulsion from the University, is contained in the
Student Academic Misconduct Regulations 2012 which is available on the Policies and Regulations website.
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MARKING RUBRIC
GRADE
High Distinction (HD)
80-100
Competitor & Positioning Analysis
(20%)
Does the work:
 The positioning map(s) show the
position of the competition
effectively?
 Exhibit an effective synthesis of the
individual components?
 Explain the competitor brands’
positioning and Point-ofDifferences and USPs effectively?
 Clearly show a clear gap in the
current market?
Distinction (D)
70-79
Credit (C)
60-69
Pass (P)
50-59
Fail (N)
0-49
Work that exceeds expectations
and may serve as a guide to
others as an example of “best
practice”
Very good work.
Purposefully and logically
developed.
Thoroughly addresses all
aspects of the task.
Shows evidence of sound
understanding and thoughtful
examination.
Good work.
Generally clear, accurate and
relevant.
Adequately addresses all
requirements of the task.
Development is generally
logical, facts generally
correct.
Satisfactory.
Shows basic understanding with
minimal evidence of reflection
or thoughtful analysis.
Merely complies with the basic
requirements.
Unsatisfactory work that
requires further development
and needs improvement
Does not address the topic in a
meaningful way.
May be extremely brief,
inaccurate, illogical or
undeveloped.
The sum is greater than its parts.
Goes beyond the qualities of its
individual components to present a
thorough and compelling
competitor analysis.
Uses the complete required criteria
and answers them accurately and
thoroughly.
Uses the minimum criteria and
provides accurate answers, but
does not do so in a way that shows
deep understanding.
The work does not fulfil some of
the criteria or does not answer
them accurately.
The majority of work in this section
does not meet the criteria, or uses
glaringly irrelevant content.
Demonstrates highly varied and
compelling supporting data to
create a very persuasive argument
within the specified limit.
Uses appropriate, varied, and
related supporting data to shape
the content of the section. Or, uses
highly varied and thorough
supporting data but does so
outside of the prescribed limit.
The analysis uses reasonably
varied supporting data in the
justification of the argument
The analysis is accompanied by
minimal supporting data.
Is the analysis supported using
appropriate, impactful, and
compelling sources?
New Product Positioning (20%)
How well is:
 The new product logical and
consistent and fills the gap you
analysed in the current market?
 The Positioning Statement and
proposed USP of the new product
formulated?
Goes beyond the required criteria
& does so very effectively. The
new product is presented very
clearly, is insightful & compelling.
Persona (20%)
Is the persona based on sound
reasoning and/or evidenced by
relevant sources?
Goes beyond the required
concepts and theories and does so
very effectively. The analysis
applies the right concepts in the
right manner in a way that
demonstrates mastery.
Does the persona:
 Have appropriate picture which is
consistent with the demographic
information given?
 Present the persona’s needs
motivations, frustrations, and life
goals in a coherent way supported
by sound rationale?
The positioning & USP analysis
applies the right concepts in the
right manner in a way that
demonstrates mastery
Demonstrates highly varied and
compelling supporting data to
create a very persuasive argument
within the specified limit.
Fulfils the required criteria well and
the new product flows logically
from the previous analysis.
The positioning and USP analysis
is done appropriately with accurate
application
Uses the complete required
concept and theories accurately
and thoroughly.
Uses appropriate, varied, and
related supporting data to shape
the content of the section. Or, uses
highly varied and thorough
supporting data but does so
outside of the prescribed limit.
Uses the minimum criteria and
provides accurate answers, but
does not do so in a way that shows
deep understanding.
The work does not fulfil some of
the criteria or does not answer
them accurately.
The majority of work in this section
does not meet the criteria, or uses
glaringly irrelevant content.
Uses the minimum required
concept and theories.
The work shows an incomplete
and basic grasp of concepts and
theories and attempts to use them.
The majority of work in this section
does not meet the criteria, or uses
glaringly irrelevant content.
The way the concepts were used
in the analysis demonstrate
accurate understanding, but the
application of the concepts could
be improved.
The concepts and theories used
were either incomplete or simple,
and do not go beyond the basic
level.
The analysis uses reasonably
varied supporting data in the
justification of the argument
The analysis is accompanied by
minimal supporting data.
Uses the minimum criteria and
provides accurate answers, but
does not do so in a way that shows
deep understanding.
The work does not fulfil some of
the criteria or does not answer
them accurately.
The majority of work in this section
does not meet the criteria, or uses
glaringly irrelevant content.
Will the positioning strategy satisfy
the needs, motivations etc. of this
persona? Is it founded strongly on
understanding of their characteristics?
Marketing Mix (20%)
Does the section have the following:
 A Product strategy?
 A Pricing strategy?
 A Promotion strategy?
 A Place/distribution strategy?
Will the Marketing Mix implement and
communicate the Positioning
Strategy? Is the mix coherent and
consistent with previous sections? Is
the plan supported by relevant and
convincing data?
Goes beyond the required criteria
and does so very effectively. The
marketing mix is presented very
clearly, is insightful and
compelling.
Demonstrates highly varied and
compelling supporting data to
create a very persuasive
argument.
Fulfils the required criteria well and
the marketing mix flows logically
from the previous analysis.
Uses appropriate, varied, and
related supporting data to shape
the content of the section
Teamwork (5%)
Based on the marker’s
assessment of the Assignment,
and the Group’s self-assessment;
It is clear that the Group achieved
the “Sophisticated” level of Group
performance and this was
demonstrated by a D or HD Grade
for the Assignment.
Based on the marker’s
assessment of the Assignment,
and the Group’s self-assessment;
It is clear that the Group achieved
the “Sophisticated” or “Competent”
level of Group performance and
this was demonstrated by a D or
HD Grade for the Assignment.
Based on the marker’s assessment
of the Assignment, and the
Group’s self-assessment; It is clear
that the Group achieved the
“Competent” level of Group
performance and this was
demonstrated by a C or D Grade
for the Assignment.
Based on the marker’s
assessment of the Assignment,
and the Group’s self-assessment;
It is clear that the Group achieved
the “Competent” level of Group
performance and this was
demonstrated by a Pass or C
Grade for the Assignment.
Based on the marker’s
assessment of the Assignment,
and the Group’s self-assessment it
is clear that the Group failed to
meet the “Competent” level of
Group performance and this was
demonstrated by a Pass or Fail
Grade for Assign
Presentation, format and attention to
detail (5%)
Presentation is very well structured
and cohesive and communicates
ideas very effectively. Excellent
attention to detail (grammar,
spelling, expression).
Presentation is well organised and
communicates ideas well.
Presentation is well organized,
communicates ideas reasonably
well. Good standard of attention to
detail (grammar, spelling,
expression).
Presentation is reasonably well
organised. Acceptable standard of
attention to detail (grammar,
spelling, expression).
Presentation is badly to poorly
organised. Unacceptable standard
of attention to detail (grammar,
spelling, expression).
Presentation skills: design of visual
aids (5%)
Visuals summarised key points
well. Always simple, consistent
and uncluttered. Clearly readable
font style and size. All additional
visuals relevant and supportive. No
errors in formatting, proofreading.
Visuals summarised key points.
Mostly simple, consistent and
uncluttered. Clearly readable font
style and size. Most additional
visuals relevant and supportive.
Few errors in formatting,
proofreading.
Visuals did not summarise all key
points. Not simple, consistent and
uncluttered. Not always clearly
readable font style and size. Not all
additional visuals relevant and
supportive of the presentation
message. Many errors in
formatting, proofreading.
Visuals summarised some key
points. Usually simple, consistent
and uncluttered. Mostly readable
font style and size. Some
additional visuals relevant and
supportive. Some errors in
formatting, proofreading.
Visuals did not summarise any to
most key points. Complicated or
lacking basic content, inconsistent
and cluttered. Often unreadable.
Many errors in formatting,
proofreading.
Referencing (5%)
Correct referencing for Harvard
style is evident throughout the
whole report (both in-text
referencing and references list).
Correct referencing for Harvard
style is evident throughout most of
the report (both in-text referencing
An attempt at referencing for
Harvard style is evident throughout
most of the report, (both in-text
referencing and references list),
Harvard style referencing is
evident in parts of the report (inboth text referencing and
references list); however,
Did not meet criterion.
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High standard of attention to detail
(grammar, spelling, expression).
and references list), with only
minor corrections required.
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with improvements required in
consistency.
improvement in correct style and
consistency is required.