HI5004 Marketing Management Assessment paper

Group Assignment

Assessment Details and Submission Guidelines
Trimester	T1 2025
Unit Code	HI5004
Unit Title	Marketing Management
Assessment Type	Group Assignment
Due Date + time:	BM1: 24th April 2025 at 11.59 pm
Weight	40 %
Total Marks	40 marks
Submission Guidelines	All work must be submitted on Blackboard by the due date along with a completed Assignment Cover Page.  The assignment must be in MS Word format unless otherwise specified.
Academic Integrity Information	Holmes Institute is committed to ensuring and upholding academic integrity. All assessments must comply with academic integrity guidelines. Please learn about academic integrity and consult your teachers with any questions. Violating academic integrity is serious and punishable by penalties that range from deduction of marks, failure of the assessment task or unit involved, suspension of course enrolment, or cancellation of course enrolment.
Penalties	All work must be submitted on Blackboard by the due date and time, along with a completed Assessment Cover Page. Late penalties apply. Your answers must be based on Holmes Institute syllabus of this unit. Outside sources may not amount to more than 10% of any answer and must be correctly referenced in full.  Over-reliance on outside sources will be penalised Reference sources must be cited in the text of the report and listed appropriately at the end in a reference list using Holmes Institute Adapted Harvard Referencing. Penalties are associated with incorrect citation and referencing.

                     

Group Assignment Guidelines and Specifications

Group Assignment Process

This assignment is designed to help you learn marketing management through the practical task of preparing a realistic marketing plan.

Group Formation

• Students must self-enrol into groups of four (4).
• Instructions for joining a group are available on Blackboard.

Product/Service Selection

• Choose an innovative product or service that has been on the market for no more than three (3) years.
• You may consult with your tutor for approval of your selected product or service.

Assignment Steps and Structure

Once your group has selected a product or service, follow these steps and structure your report accordingly:

1. Name of the product or service – Be specific and clear.
2. Introduction – Describe the key benefits offered by the product or service.
3. Competitor Analysis – Identify two main competitors and present a Positioning Grid.
4. Target Market – Clearly identify the target market.
5. Segmentation Analysis – Justify your target market choice using relevant segmentation variables.
6. Positioning Statement – Develop and clearly state a correct positioning statement.
7. Product Analysis – Explain the core, actual, and augmented aspects of the product, including its features, functions, and benefits. For services, address aspects of tangibility, production, and consumption.
8. Pricing Policy – Describe the pricing method used and any potential pricing variations available to customers.
9. Promotion Policy – Detail the integrated marketing communications mix, including at least two media types in addition to social media.
10. Distribution Policy – Explain how the product or service will be made available and delivered to customers.

📌 Ensure your report:

• Applies marketing models and theories taught at Holmes Institute.
• Includes no more than five (5) external references correctly cited using Holmes Institute Adapted Harvard Referencing.
• Is submitted as one complete Word document, including the official cover page, report, appendix (with contribution details per member), and reference list.

Appendix: Group Member Contribution Table

Please complete the table below to indicate the contribution of each group member to the respective sections of the report.

Section No.	Report Section	Student Number	Name of Student
1	Product or Service – Name and Overview
2	Identification of Two Main Competitors
3	Competitor Positioning – Including Positioning Grid
4	Target Market – Identification and Explanation
5	Segmentation Analysis – Justification of Target Market
6	Positioning Statement – Development and Rationale
7	Product Analysis – Performance, Functions, and Features
8	Pricing Strategy – Justification and Pricing Approach
9	Promotion Strategy – Including Media Beyond Social Media
10	Distribution Strategy – How the Product or Service is Delivered to Customers

Marking Rubric
Criteria	Unsatisfactory (<50%)	Satisfactory (50–59%)	Good (60–69%)	Very Good (70–79%)	Excellent (80%+)
1. Company Overview, Competitor Analysis, and Positioning Grid(8 Marks)	Incomplete or unclear description of the company, competitors, and/or positioning grid.	Basic overview of company and competitors with a simple positioning grid.	Clear description of the company and competitors with a logical positioning grid.	Strong and insightful analysis of the company, competitors, and a well-supported positioning grid.	Outstanding analysis of the company and competitors with an insightful and accurate positioning grid.
2. Target Market Identification and Segmentation Analysis(8 Marks)	Poor explanation of target market. Segmentation analysis is missing or unclear.	Basic understanding of target market and segmentation with limited justification.	Good explanation and justification of target market using relevant segmentation.	Very good segmentation analysis with well-justified and relevant target market.	Exceptional justification of target market using comprehensive segmentation analysis.
3. Product Positioning Statement and Features(8 Marks)	Positioning statement is missing or poorly written. Limited discussion of product features.	Positioning statement is present but may lack clarity. Basic product details are provided.	Clear positioning statement and good discussion of product features and benefits.	Well-developed positioning statement and thorough discussion of product benefits.	Excellent positioning statement and in-depth discussion of product value and features.
4. Pricing, Promotion, and Distribution Strategies(8 Marks)	Very limited or no explanation of pricing, promotion, or distribution strategies.	General ideas provided for pricing, promotion, and distribution with limited depth.	Reasonable detail in pricing, promotion, and distribution strategies with some examples.	Detailed and thoughtful approach to pricing, promotion, and distribution strategies.	Highly strategic and comprehensive pricing, promotion, and distribution approaches.
5. Promotion and Distribution Strategies(8 Marks)	Promotion and distribution plans are missing or poorly developed.	Basic promotion and distribution ideas included, with minimal variety or explanation.	Promotion and distribution strategies show variety and alignment with marketing goals.	Effective and strategic use of multiple promotional media and distribution channels.