Group Assignment
Taylor’s University
Undergraduate Business Programmes
BUS2334
Direct Marketing
March Semester 2014
Assignment 2— Group Assignment – (Report 25%; Group Presentation 10%)
Company profile
The MedKlinn Group of Companies is focused on researching and developing eco-friendly
technologies to drive air sterilizing and ozone water applications. Founded in 2005 to focus
on the consumer market, the company has since expanded its range of products into various
industries and its distribution to regional countries. MedKlinn products are driven by
Cerafusion™ Technology, a unique and leading edge patented technology. MedKlinn owns
the patent to this technology and continues to invest significant amount of resources to
enhance and explore a wide range of compelling applications.
Objective
Each of the new direct marketing programme will be allocated with a budget of MYR 60, 000
for 12 months on production, media, advertisement and marketing materials. Each group is
expected to design 1 or 2 complete concept of creative/innovative direct marketing
programme that fulfil the following missions:
a.
b.
c.
To increase the direct sales activities of the Consumer Series of Air Sterilizers.
To improve current programmes by focusing on greater ROI.
To build a prospect database for MedKlinn from non-existing customers.
The content of your report should include the following:
1.
2.
3.
4.
5.
Executive summary
Marketing objectives and strategy
Communication plan
Database strategies
Budgeting
1. Executive summary (5%)
 Brief statement of the problem or proposal covered in the major document(s),
background information, concise analysis and main conclusions.
2. Marketing Objectives and Strategy (15%)
 Identification of current problem background of Medklinn
 Justification of proposed direct marketing programme, which includes the overall
concept, target market, and how it responses to the problem background as stated
3. Execution Plan (30%)
 Detailed action plans for your target audience
 Media selection & format
 Fulfillment & response management
2
4. Database Strategies (25%)
 What will be the content of your database?
 How will you gather this information?
 How will you ensure that you are meeting all data protection requirements?
 How will the database be used to build a picture of the prospects?
5. Budgeting (15%)
 Details of budget that covering all elements of the communications plan
 Estimation of response rates and forecasted results
 Identification of cost per lead and cost per order
 Identification of return on investment (ROI)
6. Format of your report (10%)
 The document should be bound either in a ring binder or spiral bound so it looks
professional.
 The length of the content will be in 5 pages, not inclusive of relevant appendices and
references.
 Proper referencing (Harvard), clarity, concise and error free report writing is
expected.
Current Direct Marketing Programmes of Medklinn (Consumer Products)
1. Customer loyalty programmes for existing customers:
a. Birthday programme:
Special promotion will be given to existing/potential customers during their
birthday period, all the information is extracted from Medklinn’s database.
The company reach the prospects by using postal mail, email and SMS.
b. Referral programme:
Cash money (5% from the retail selling price in cash cheque) will be rewarded
to those customers that are willing to recommend someone to purchase
Medklinn products. Existing customers will receive a voucher with a
personalised voucher code - so that they could pass the voucher to friends and
family to purchase online. Once Medklinn receive order from their friends and
family, cash cheque will be issued to the referrer.
c. Direct mailer programme:
Direct mailers/Electronic direct mailers will be sent to existing customers to
invite them to our exhibitions or road shows. These direct mailers will feature
special promotion, only valid at the exhibitions/road shows.
2. Bank redemption programmes:
Consider as a passive direct marketing programme, which mean bank customers (e.g.
Citi Bank) will opt to exchange their accumulated credit card point with Medklinn
product.
3
3. Corporate Programmes:
The marketing representative of Medklinn will conduct a 15 minutes presentation to
any corporation that is willing to allow their staff to benefit from a special discount
(up to 20%; subject to the negotiation) on Medklinn product. The minimum order
quality is 5 units per offer.
4. Joint promotion with banks through channels such as mail orders and online orders
(Medklinn rent list from banks, e.g. Am Bank, MBF, Public Bank, Hong Leong
Bank). The target market is credit card holders with Silver level and above. A direct
order form (with product information) will be attached with bank statement to reach
the prospect. In this case, Medklinn does not own the list of database.
5. Weekend Road show at high traffic malls:
Different kind of shopping mall road show will be conducted at the area of Klang
Valley. However, the respondents tend to walk very fast and the chances of getting the
right prospect are not that optimistic.
Example of activities to draw the crowd:
a. Survey
b. Lucky draw
c. Contest
d. Freebies + goodie bags
6. Participation in exhibitions/road shows:
HOMEDEC, Home related fairs, and baby fairs.
7. E-Commerce:
a. Short period: Groupon.com
b. Long period:
i. Lelong (http://www.lelong.com.my)
ii. Public Bank e-Mall (http://www.pbbemall.com),
iii. XtremeDeals (http://www.xtremedeals.com.my)
Important remark:
Medklinn does not wish to continue Facebook fan page marketing; the main reason is hard
to control the response/participation from the online community.
Current percentage of Cost per order:
Current response rate
: 3 to 5%
Expected response rate
: Minimum 5% for each direct marketing programme
4
Assignment
Submission
Students are required to submit the Assignment in hard copy to the module lecturer and
electronically to TiMeS to generate similarity report via Turnitin. Deadlines must be strictly
adhered to. Please refer to Taylor’s University Student Handbook/ Dual Award Program
Guide for more details on late submission. All assignments must use the Assignment cover
sheet and assignment feedback form as the first two pages of the assignment (available from
subject website). No extensions will be granted for assignment submissions. If the assignment
is submitted late due to circumstances beyond your control, you are required to complete an
Application for Late Submission of Assessed Work Form (available from the Divisional
Office).
Work submitted up to 24 hours after the published deadline will be penalized as follows:
Level 1-3 Taylor’s modules: a mark of more than 50% for the assessed piece of work will be
reduced to 50%. The reduced mark for the assessed piece of work will be used in the
calculation of the overall module mark; a mark of 50% or less will stand and be used in the
calculation of the overall module mark.
In the event that extenuating circumstances are submitted and approved for a piece of work
that is handed in within the late work period (the 24 hour ‘window’) this will have an effect
on whether the penalty will stand or not.
(Academic Regulatory framework: section C6.3. 6.4 & 6.5. What are extenuating
circumstance? Please refer to regulation E1.1 to 1.7)
Work will not be accepted after the 24 hour window and will be recorded as a nonsubmission (Academic Regulatory framework: section C6.6)
Resubmission
Students WILL NOT be able to re-submit assignments.
Word Limits
Students have to state word count at the end of the assignment. The reference list is not
included in the word count; however, quotations, case citations, footnotes etc. are.
Please use Times New Roman single line spacing and a font size of 12.
Return of Assignments
Marked assignments will not be returned to you. Instead a feedback form will be given back
to you no less than three (3) weeks from the date of submission.
5
ACADEMIC INTEGRITY
Academic Integrity is a term used at universities to describe honest behaviour as it relates to
all academic work (for example papers written by staff, student assignments, conduct in
exams, etc). One of the main principles is respecting other people’s ideas and not claiming
them as your own. Anyone found to have used another person’s ideas without proper
acknowledgement is guilty of Academic Misconduct and the University consider this to be a
serious matter.
Academic misconduct includes plagiarism which is regarded as a serious issue by the
University with severe consequences for students who have been found to have plagiarised.
Plagiarism includes the following:

direct copying of the work or data of other persons, from one or more sources, without
clearly indicating the origin. This includes both paper-based and electronic sources of
material from websites, books, articles, unpublished work such as theses, working papers,
seminar and conference papers, internal reports, lecture notes or tapes, and visual
materials such as photographs, drawings and designs

using very close paraphrasing of sentences or whole clauses without due
acknowledgement in the form of reference to the original work

submitting another student's work in whole or in part, where such assistance is not
expressly permitted in the Course information

use of another person's ideas, work or research data without acknowledgement

submitting work that has been written by someone else on the student's behalf

copying computer files, algorithms or computer code without clearly indicating their
origin

submitting work that has been derived, in whole or in part, from another student's work
by a process of mechanical transformation (e.g. changing variable names in computer
programs)
6
Assessment Offences
Definition: passing off the work of others as one’s own including copying (reproducing or
imitating), cheating, collusion (agreement to deceive, using words or ideas of colleagues or
other students and passing them off as your own), plagiarism and other breaches of
assessment or other examination regulations. Cheating, collusion and plagiarism are the use
of unfair means of presenting work for assessment or of aiding another student to do so. Also
preventing or attempting to prevent another student from being able to be assessed properly.
(Academic Regulatory framework: section G1.1)
Allegations of and investigations into assessment offences will be dealt with in accordance
with the regulations and procedures in force at the institution where the module was taken.
(Academic Regulatory framework: section G1.2)
Subject to any specific requirements of external validating or professional bodies, where a
student is found to have committed an assessment offence a decision must be taken either to
take no further action or to impose an appropriate penalty which may include failing the
student and determining whether or not the student will be permitted another assessment
attempt.
(Academic Regulatory framework: section G1.3)
Where it is decided that further action should be taken under G1.2 and G1.3 above, one
of the following penalties may be imposed or recommended to the Module Board:
a. to reduce the mark for the relevant piece of assessment; or
b. to reduce the mark awarded for the relevant piece of assessment to zero; or
c. that the student be deemed to have failed the module and to determine whether
d. to permit any further attempts in accordance with D2.3 of these regulations.
(Academic Regulatory framework: Section G1.4)
It is vital that students acquaint themselves with the University’s policy on plagiarism (refer
to TU-UWE Programme Guide 2011). Please also refer to Policy of Submission of Written
Assignment for more details (URL:http://portals.taylors.edu.my)
Please refer to Taylor’s University Student Handbook/ Dual Award Program Guide for
details on Academic Integrity and Assessment Grades.
7
REFERENCING
Students are advised that the Harvard referencing styles should be consistently adopted for all
pieces of assessment.
Remember
 If information contained in the assignment is not your own words or ideas you must
acknowledge the source within the text of the paper as well as in the reference list.
 If you use another person’s words (i.e. you quote) you must indicate that this is a direct
quote (usually by quotation marks) and reference the source (including the page
number) within the text of the paper. Including the source in the reference list or
bibliography is not sufficient. Changing, deleting, adding only a few words, or
rearranging the sentence/paragraph does not negate that fact that you are quoting.
 If paraphrasing you still need to include an in-text reference (which includes the page
number), and take care that the paraphrasing is not ‘too close’ to the original; i.e. that it is
in fact a quote.
 The fact that the source of the material is from a text book, an Internet site, and/or the
specific author cannot be identified does not negate the need to acknowledge the source
of the ideas or words, or to reference correctly.

Citing Cases - When first mention a case you should give the full citation within the text
in the form illustrated by the following examples: "FCT v Clarke (1927) 40 CLR 246";
"Coles Myer Finance Ltd v FCT 93 ATC 4214". All case names (Names of the parties)
are to be put in italics or – in handwritten exams - under-lined. If you use the case another
time you can refer to the case by using the name: e.g. "in FCT v Clarke" or "in Clarke's
case". Where a reference is made to a particular page of a case (say, page 249 of the
Clarke case) that page should be cited: "FCT v Clarke (1927) 40 CLR 246 at 249". If you
use cases from the textbook or sources other than the original case you need to
acknowledge this accordingly: e.g. "ANZ Banking Group Ltd v Richardson [1980] Qd R
321 as cited in Graw (p. 158)".

Citing statutes – If you are referring to a section, you may state the section with a
small/capital s (s 27 Contracts Act 1950).
8
List of students (State full name & tutorial group in block capital)
1. ………………………………………. …………………………..
2. ……………………………………………………………………
3. ……………………………………………………………………
4. ……………………………………………………………………
5. ……………………………………………………………………
6. ……………………………………………………………………
Dual Award Programme
- Group Assignment Cover Sheet
Fold corner of EACH copy separately and seal to obscure your name
Please complete the form (in capital letters) and attach it securely to the front of your assignment before submitting
your assignment.
Student ID: ……………………………………………….
Student ID: ……………………………………………….
Student ID: ……………………………………………….
Student ID: ……………………………………………….
Name of tutor: ……………………………………………
Name of module: Direct Marketing
Module code:
B
U
S
2
3
3
4
Assignment title:
Proposed Direct Marketing Programme for Medklinn
…………………………………………………………………………………………………………………..
We have read and understood the TU Dual Award Regulations on cheating, plagiarism and collusion. We declare that this piece of work is
our own and does not contain any unacknowledged work from any other sources.
We authorise the University to test any work submitted by us, using text comparison software, for instances of plagiarism. We understand
this will involve the University or its contractor copying our work and storing it on a database to be used in future to test work submitted by
others.
Note: The attachment of this statement on any electronically submitted assignments will be deemed to have the same authority as a
signed statement.
Signed:
Signed:
Signed:
Signed:
Date:
9
Direct Marketing (BUS2334)
The purpose of the feedback is to help you assess your ability to apply the knowledge and concepts taught in
the module in sufficient depth, as well as your progress toward meeting the module objectives.
Group Members:
1. _________________
2. _________________
3. _________________
4. _________________
Criteria
Needs considerable
improvement
F (0-39%)
Student ID _______________
Student ID _______________
Student ID _______________
Student ID _______________
Barely reasonable
(40% - 49%)
Average
(50% - 59%)
 Provide adequate
Good
(60% - 74%)
Executive
Summary
(5%)
 Fails to provide clear
brief statement of the
problem, background
information, concise
analysis and main
conclusions.
 Provide very little
brief statement of the
problem, background
information, concise
analysis and main
conclusions.
brief statement of the
problem, background
information, concise
analysis and main
conclusions.
Marketing
Objectives
and
Strategy
(15%)
 Very poor and limited
discussion current
problem background
of Medklinn
 Very poor justification
of proposed direct
marketing programme,
which includes the
overall concept, target
market, and how it
responses to the
problem background
as stated t evident or
very poor in identifying
the target market
 Poor discussion
current problem
background of
Medklinn
 Poor justification of
proposed direct
marketing
programme, which
includes the overall
concept, target
market, and how it
responses to the
problem background
as stated t evident or
very poor in
identifying the target
market
 Adequate discussion
current problem
background of
Medklinn
 Adequate justification
of proposed direct
marketing
programme, which
includes the overall
concept, target
market, and how it
responses to the
problem background
as stated t evident or
very poor in
identifying the target
market
 Good discussion
current problem
background of
Medklinn
 Good justification of
proposed direct
marketing
programme, which
includes the overall
concept, target
market, and how it
responses to the
problem
background as
stated t evident or
very poor in
identifying the
target market
Execution
Plan (30%)
 Very poor action plans
for targeted audience
 Very poor description
of media selection &
format
 Very poor discussion
of fulfillment &
response
management
 Poor action plans for
targeted audience
 Poor description of
media selection &
format
 Poor discussion of
fulfillment &
response
management
 Adequate action
plans for targeted
audience
 Adequate description
of media selection &
format
 Adequate discussion
of fulfillment &
response
management
 Good action plans
for targeted
audience
 Good description of
media selection &
format
 Good discussion of
fulfillment &
response
management
 Excellent action plans
for targeted audience
 Excellent description
of media selection &
format
 Excellent discussion of
fulfillment & response
management
Database
Strategies
(25%)
 No or very poor
database content
 No or very poor write
up and discussion on
methodology of
gathering the required
information.
 No or very poor write
up on data protection
requirements
 No or very poor
discussion on
approaching customer
by using the database
 Poor database
content
 Poor write up and
discussion on
methodology of
gathering the
required information
 Poor write up on data
protection
 Poor discussion on
approaching
customer by using
the database
 Adequate and
relevant database
content
 Adequate write up
and discussion on
methodology of
gathering the
required information
 Adequate write up on
data protection
 Adequate discussion
on approaching
customer by using
the database
 Good and relevant
database content
 Good write up and
discussion on
methodology of
gathering the
required
information
 Good write up on
data protection
 Good discussion on
approaching
customer by using
the database
 Extremely relevant
and comprehensive
database content
 Excellent write up and
discussion on
methodology of
gathering the required
information.
 Excellent write up on
data protection
 Excellent discussion
on approaching
customer by using the
database
10
 Provide clear brief
Excellent
(75% - 100%)
 Provide clear and
statement of the
problem,
background
information,
concise analysis
and main
conclusions.
comprehensive brief
statement of the
problem, background
information, concise
analysis and main
conclusions.


Excellent discussion
current problem
background of
Medklinn
Excellent justification
of proposed direct
marketing
programme, which
includes the overall
concept, target
market, and how it
responses to the
problem background
as stated t evident or
very poor in
identifying the target
market
Marks
Criteria
Needs considerable
improvement
F (0-39%)
Barely reasonable
(40% - 49%)
Average
(50% - 59%)
Good
(60% - 74%)
Excellent
(75% - 100%)
Budgeting
(15%)
 Very poor details of
budget that covering
all elements of the
communications plan
 Very poor estimation
of response rates and
forecasted results
 Very poor
identification of cost
per lead and cost per
order
 Very poor
identification of return
on investment (ROI)
 Poor details of
budget that
covering all
elements of the
communications
plan
 Poor estimation of
response rates and
forecasted results
 Poor identification
of cost per lead and
cost per order
 Poor identification
of return on
investment (ROI)
 Adequate details of
budget that
covering all
elements of the
communications
plan
 Adequate
estimation of
response rates and
forecasted results
 Adequate
identification of cost
per lead and cost
per order
 Adequate
identification of
return on
investment (ROI)
 Good details of
budget that
covering all
elements of the
communications
plan
 Good estimation
of response rates
and forecasted
results
 Good
identification of
cost per lead and
cost per order
 Good
identification of
return on
investment (ROI)
 Excellent details
of budget that
covering all
elements of the
communications
plan
 Excellent
estimation of
response rates
and forecasted
results
 Excellent
identification of
cost per lead and
cost per order
 Excellent
identification of
return on
investment (ROI)
Format of
your report
(10%)
 Essay has numerous
typographical or
grammar / expression
errors.
Understandable to an
extent. Referencing is
not correct in many
cases.
 Essay has a
number of
typographical or
grammar /
expression errors.
Moderately easy to
understand.
Referencing has
some inaccuracies.
 Essay has few
typographical or
grammar /
expression errors.
Reasonably easy to
understand.
Referencing is
almost all correct.
 Essay is almost
free of
typographical or
grammar /
expression errors.
Easy to
understand.
Referencing is
correct
throughout.
 Essay has no
typographical or
grammar /
expression errors.
Very easy to
understand.
Referencing is
correct
throughout.
Total
Marks
/100
Comments:
Assessed by:
Date:
Sample Moderated by (if any):
Date:
11
Direct Marketing (BUS2334)
Rubrics for Group Assignment Presentation
The purpose of the feedback is to help you assess your ability to apply the knowledge and concepts
taught in the module in sufficient depth, as well as your progress toward meeting the module
objectives.
Group Members:
1. _________________
2. _________________
3. _________________
4. _________________
Student ID _______________
Student ID _______________
Student ID _______________
Student ID _______________
Marks Allocation
Components
Needs
considerable
improvement
F (0-39%)
Barely
reasonable
(40% - 49%)
Average
(50% - 59%)
Good
(60% - 74%)
Excellent
(75% - 100%)
Justification of
Problem Background
(15%)
Very poor
justification of
current Medklinn
direct marketing
programme (e,g.
limitation and
drawback) and
current market
opportunity
Poor justification
of current
Medklinn direct
marketing
programme (e,g.
limitation and
drawback) and
current market
opportunity
Reasonable
justification of
current Medklinn
direct marketing
programme (e,g.
limitation and
drawback) and
current market
opportunity
Good justification
of current
Medklinn direct
marketing
programme (e,g.
limitation and
drawback) and
current market
opportunity
Excellent
justification of
current Medklinn
direct marketing
programme (e,g.
limitation and
drawback) and
current market
opportunity
Clarity of New Direct
Marketing
Programme
(35%)
Very poor
identification of
the concept which
links to the
problem
background as
stated, detail of
designed concept,
and the execution
plan
Poor identification
of the concept
which links to the
problem
background as
stated, detail of
designed concept,
and the execution
plan
Reasonable
identification of the
concept which links
to the problem
background as
stated, detail of
designed concept,
and the execution
plan
Good
identification of
the concept which
links to the
problem
background as
stated, detail of
designed concept,
and the execution
plan
Excellent
identification of the
concept which links
to the problem
background as
stated, detail of
designed concept,
and the execution
plan
Presentation
(Rate of speech, Tone
and Pronunciation)
Eye Contact
Engaging the
audience
(20%)
Very poor rate of
speech, intonation
and bad
pronunciation, no
eye contact.
Boring
presentation
Poor rate of
speech, intonation
and bad
pronunciation,
intermittent eye
contact
Dull presentation
Reasonable rate of
speech,
intonation and
pronunciation, have
eye contact
Reasonable
presentation
Good rate of
speech, intonation
and
pronunciation,
maintain eye
contact
Interesting
presentation
Excellent rate of
speech, intonation,
pronunciation,
maintain eye
contact and
engaging
presentation
12
Marks
Awarded
Marks Allocation
Components
Needs
considerable
improvement
F (0-39%)
Barely
reasonable
(40% - 49%)
Average
(50% - 59%)
Good
(60% - 74%)
Excellent
(75% - 100%)
Ability to answer
questions
(20%)
Cannot answer or
did not answer
Unclear
answers
Fairly reasonable
answers
Good
Answers
Very good
answers
Quality and contents
of slides
(Background colour,
Arrangement,
Attractive,
Grammar)
(10%)
Very Poor
Background
colour,
Arrangement of
Slides, Very dull
slides and a lot of
grammatical errors
Poor Background
colour,
Arrangement of
Slides,
Unattractive slides
and a few
grammatical errors
Reasonable
Background colour,
Arrangement of
Slides,
Conventional slides
and minor
grammatical errors
Good Background
colour,
Arrangement of
Slides, Good
slides and no
grammatical errors
Excellent
Background colour,
Arrangement of
Slides, Creative and
engaging slides and
no grammar
mistakes.
Total
Marks
Awarded
/100
Comments:
Assessed by:
Date:
Sample Moderated by (if any):
Date:
13