ASSESSMENT BRIEF
MKT5024 Marketing Theory and Application
Assessment 2: Case presentation – Marketing pitch
Overview
Task type: Report and video presentation
Method: Individual
Weighting: 30%
Due date: 23:59 MYT Sunday, Week 4
Length: 1000 words +/- 10% (report) and 2-5 minutes of video recording (presentation)
Subject learning outcomes:
• SLO2: Investigate current marketing issues faced by organisations worldwide.
Instructions
1. In this assignment, the objective is to analyse a failing product and develop a strategy to identify a new
market segment for its revival. You need to conduct a comprehensive analysis of customer segments,
select a suitable target market profile, and perform a competitor analysis to develop a successful
product revival plan.
2. To limit the context of the assignment, students may choose to come up with solutions for products
within these three corridors:
a. Education
b. Entertainment
c. Healthcare
3. The report should focus on the following pointers:
• Segmentation: The distinct type of customers that your business could target. During this phase,
you can choose from various bases, such as demographic, geographic, psychographic or
behavioural.
• Targeting: During targeting, you identify the market segment you feel is the most profitable or
offers the best long-term value for your business. That segment becomes your company's focal
point.
• Positioning: You need to answer several strategic questions such as:
o How are your competitors positioning themselves? Research on the competitors that are
closely related to your product offerings.
o What specific attributes does your product have that your competitors don't?
o What customer needs does your product fulfil?
o What is your positioning statement? (Once you've answered this question based on
research of the market, you can then begin to develop your positioning strategy and
illustrate that in your marketing plans.
• Ensure that your report is written with correct spelling, grammar, sentences,
paragraphing, and in-text referencing. Bullet points or numbering is allowed when broken down it
is into sections with headings and sub-headings in structuring sentences.
4. You are then required to do a video presentation on the unique selling proposition of your chosen
product. In this part you outline how you intend to offer a solution that is better or more beneficial to
target customers than what competitors offer.
• The format of the video presentation is as follows:
o Record of representation on your selected product or services’ unique selling proposition
(USP)
o Limit your slide count to 5 and your presentation to 2-5 minutes.
o Provide clear and concise information that is well-organised and easy to follow.
o Show yourself in the video recording and use appropriate tone, pace, and volume to engage
your audience.
o Ensure that the sound quality is good and free from any distortions.
o Incorporate appropriate visuals, such as images or charts, to support your message whenever
necessary.
o Reference the slides wherever required.
Submission guidelines
• Word count: The word length is 1000 words ± 10%, excluding table of contents and references but
including tables and figures. State the word count in the last page before the References page.
• Formatting:
a. Written report: The assignment must be submitted as a Word Document. The settings of the
Word document include: A4 portrait size paper with 1 inch page margins in Times New Roman
12 with 1.5 line spacing in justified format.
b. Presentation: Upload your video to an online platform or file-sharing service, such as Google
Drive, Dropbox, or YouTube (you may refer to this instructional video on how to upload a video
on YouTube). Once uploaded, provide the video URL link on the last page of your written
proposal before the References page.
• Cover page: Students must attach an assignment cover page with their name, student ID, subject code
and title, and the deadline for the assignment.
• Referencing style: Use APA 7th referencing style. No footnotes. Try to present your tables and figures
(together with labels and references) in the actual report for easy reading, not in the appendices.
• After submitting your assessment on eLearn, ensure that your Turnitin similarity index is no more than
15%. A higher score will be flagged for plagiarism. If it is higher than 15%, you may delete your
submission (before the due date) and resubmit another copy of your assessment.
Feedback
Your assessment will be marked using the rubric below.
Criteria/ Outstanding, Excellent, Good, Satisfactory, Fail
Level A+ A to A- B+ B (0%-59%)
(80%-100%) (70%-79%) (65%-69%) (60%-64%)
Customer
Comprehensive Good Adequate grasp Minimal grasp and No effort at
Analysis
identification identification and and relevancy of relevancy of one identifying and
[40%]
and sound understanding of one theory and theory and concepts understanding
understanding two theories and concepts selected. selected. theories and
of two theories concepts. concepts.
and concepts.
Target
Significant Good application Relevant Minimal application No/
Market
application and and analysis of application and and analysis of inappropriate
Analysis
analysis of related theories analysis of related related theories and application and
[30%]
related theories and concepts. theories and concepts. analysis of
and concepts. concepts. related
theories and
concepts.
Reading and Written work Written work Written work has a Written work Written work
Referencing exhibits mature exhibits some few well- contains inadequate contains
[10%] treatment of well-developed, developed, logical organisation, inadequate
content, logical and and relevant ideas unstructured organisation,
exhibiting relevant ideas. but sometimes sentences with unstructured
well-developed difficult to many errors and sentences with
logical and Written work understand. limited writing skills major errors
relevant ideas meets and some evidence and
and it is expectations with Written work still of appropriate unacceptable
effectively some occasional meets expectations referencing. writing skills
organized, unstructured with some and no
developed and sentences and structured evidence of
easy to good evidence of sentences and appropriate
understand. appropriate minor errors and referencing.
referencing. adequate evidence
Written work of appropriate
meets referencing.
expectations
and strong
evidence of
appropriate
referencing.
Offering Comprehensive Good solution(s) Relevant Minimal solution(s) Inappropriate
Appeal solution(s) is/are thoroughly solution(s) is/are is/are thoroughly solution(s)
[10%] is/are discussed, thoroughly discussed, proposed is/are
thoroughly proposed and discussed, and communicated thoroughly
discussed, proposed and clearly. discussed,
proposed and communicated communicated proposed and
communicated clearly. clearly. communicated
clearly. clearly.
Presentation The use of The use of The use of speech, Limited use of No effort on
[10%] speech, speech, listening skills, speech, listening speech,
listening skills, listening skills, body language skills, and listening skills,
body language body and level of displaying some displaying
and the level of language and the respond through levels of inappropriate
respond level of the medium of inappropriate body language,
through the respond, through presentation tools, body language, and
medium of the are reasonably unable to respond unable to
presentation medium of structured. appropriately, respond
tools. presentation show limited usage clearly, with
tools, are of poor usage of
The output structured and presentation tools. presentation
demonstrates organised. tools.
high and
proficient levels
of ability to
meet or even
exceeds
expectations.
Support
For further support, please visit Important Contacts for a range of support services and resources to help you
in your learning.
Academic integrity
Assessment plagiarism, cheating, fabrication, falsification of data or any form of assessment dishonesty is a
misconduct. Refer to the Programme Handbook for more information regarding student responsibilities.
Assessment extensions
You can find information on how to request for an assessment extension in the Subject Outline. You can find
more important information regarding penalties for late assessment submissions, publication of results, return
of marked assessments and re-sit in the Programme Handbook.
