MKT2205 Comprehensive Project Overview and Rubrics

Comprehensive Project Read through the entire assignment document at your earliest opportunity. This is a Group Project that requires you to organize quickly at the start of term. 1. Introduction: Objectives To allow students to demonstrate a comprehensive understanding of marketing by applying what they have learned throughout this semester to a scenario of their choice. To provide students with an opportunity to expand their team building skills.

This cumulative project will cover all of the marketing concepts introduced in the course over the span of twelve weeks. Starting with week 2 and continuing until week 9 you will spend some time each week collaborating with your virtual study team on the specific questions to be addressed in the assignments referred to as, Comprehensive Project #1- 12, about the product or service business your team may wish to start upon graduation. This product/service based business will provide the focal point around which you and your team will analyze, evaluate and apply the lessons learned each week. During weeks 1-9 your team collaboration takes the form of study support and sharing of ideas, but you will submit the assignments as an individual using the Assignment feature in Blackboard. After week 9, you will start working on a team presentation aimed at illustrating each of the elements of marketing learned this semester. You are asked to organize yourselves into teams of 3-5 depending on class size as specified by your facilitator by the end of Week 2. If you have not self formed by then the facilitator will assign teams. 2. Value of the Project to Course Grade: Each of the installments, Comprehensive Project #1- 10, is valued at 2% of your course grade total. The group presentation component, Comprehensive Project #11, is valued at 15%. Comprehensive Project #12 is an additional 5% awarded for providing peer feedback to other teams presentations. Students will participate as non-presenters for a number of presentations as specified by your facilitator in order to achieve full marks for this component. Collectively the value of this major project to your overall grade total is 40%.

3. Team Contract a Team Contract must be signed and submitted via the course Blackboard. It is recommended that each student keep copies of his/her own work as proof of engagement should issues of nonparticipation arise.

MKT2205 Comprehensive Project Overview and Rubrics

4. Comprehensive Project #1- 12 worth 2% each: Comprehensive Project #1 Organize yourselves into teams of 3-5 depending on class size as specified by your facilitator. Agree on a product or service that you might want to launch upon graduation. Think carefully about this selection as you will be working with this product/service for the entire course culminating in a team presentation. There are a number of idea websites that you might use to help provide a product/service business idea such as : Springwise | New business ideas, trends and innovation and Entrepreneur.com Each person on the team is to create a word document that captures the team members names and a brief description of the selected product/service business and submit it using the Assignment feature in Bb by clicking on the name here.

Please submit your answers in a Word document using the Assignments function within Bb.

Comprehensive Project #2 This piece of your comprehensive project will focus on Segmenting, Targeting and Positioning. 1. Provide a detailed description of the consumer segments for your product or service (i.e. Geographic, Demographic, Psychographic, Benefit, and Usage Rate). 2. Describe your target market strategy (i.e. Undifferentiated, Concentrated, Buying Processes) and the rationale for your choice. 3. Describe how you would position your product in the consumer market (i.e. Attribute, Price and Quality, Product User, Product Class, Competitor, Emotion). Provide some rationale for your choice. Please submit as a Word document through the Assignment function within Bb. Comprehensive Project #3 1. Provide a detailed description of how your product or service will be segmented in the business market (i.e. Company Characteristics, Buying Processes). Please submit as a Word document through the Assignment function within Bb.

Comprehensive Project #4 (note this was a change for Winter 2013) This piece of your comprehensive project will focus on the Marketing Plan and setting SMART Objectives. This piece of your comprehensive project will focus on starting elements of the Marketing Plan.

MKT2205 Comprehensive Project Overview and Rubrics

1. Develop a Business mission statement for your product/service 2. Develop at least three (3) SMART Marketing Objectives 3. Provide some rationale for your work above.

Please submit as a Word document through the Assignment function in Bb

Comprehensive Project #5. (CRM question item 2. added) This piece of your comprehensive project will focus on gaining competitive advantage. 1. What sources of competitive advantage would you recommend for your product or service (i.e. Cost, Product/Service Differentiation, Niche)? 2. What will be your approach to Customer Relationship Management? ie how will you capture and leverage it to support your competitive advantage? 3. Provide some rationale for your choices. Please submit as a Word document through the Assignment function in Bb Comprehensive Project #6 This piece of your comprehensive project will focus on the external marketing environment. 1. Provide a brief description of each external marketing environmental factor (i.e. Competition, Regulatory, Economic, Social, Technological) and what types of information you would want relative to each factor (example - Competition - Who are my competitors?, etc). 2. Provide some rationale for the points you are making. Please submit as a Word document through the Assignments function in Bb. Comprehensive Project #7 This piece of your comprehensive project will focus on product concepts. 1. How would you classify your product or service (i.e. Convenience, Shopping, Specialty or Unsought)? 2. Provide the rationale for your choice of the above. 3. Describe the type of packaging and labeling you would use. 4. Describe the global issues in the branding and packaging of your product or service. Please submit as a Word document through the Assignment function in Bb. Comprehensive Project #8 This piece of your comprehensive project will focus on pricing decisions. 1. Describe the pricing objective that you would use for your product or service (i.e. Profit-Oriented, Sales Oriented, Status Quo). 2. Provide some rationale for your choice.

MKT2205 Comprehensive Project Overview and Rubrics

3. Describe how 3 (your choice) of the determinants of price (i.e. Stages in the Product Life Cycle, Competition, Distribution Strategy, Internet, etc.) will impact. Please submit as a Word document though the Assignment function in Bb. Comprehensive Project #9 This piece of your comprehensive project will focus on promotion decisions. 1. Describe which elements of the promotional mix (i.e. Advertising, Public Relations, Sales Promotion, Personal Selling) you would choose for your product or service. 2. Provide some rationale for the elements you chose. Please submit as a Word document though the Assignment function within Bb. Comprehensive Project#10 This piece of your comprehensive project will focus on distribution decisions. 1. In the consumer market, describe the marketing channels that you would make use of (i.e. Direct, Retailer, Wholesaler, Agent/Broker). 2. Provide your rationale for the above. Please submit as a Word document through the Assignment function within Bb. 4. Comprehensive Project #1-10 Marking Rubric: This is the scoring rubric that will be applied to Comprehensive Project #1-10 submissions SCORING RUBRIC Excellent 5 demonstrates advanced understanding and application of concepts details as defined in the assignment are fully developed

Very Good 4 demonstrates a good understanding and application of concepts Some details as defined in the assignment were missing

Average 3 demonstrates difficulty understanding key concepts Several details as defined in the assignment were missing

Below Expectations 1-2 Does not appear to understand the concepts or application of material

Possible Points /5

Did not follow directions or is missing one or more required elements

5. Comprehensive Project #11 The Presentation

A. Assignment Overview: This assignment is worth 15% of your overall course grade.

MKT2205 Comprehensive Project Overview and Rubrics

Students will work in teams composed of the same students that you have been working with all semester on your Comprehensive Project. All members of the team are expected to participate fully in the group effort. 1. To ensure that this happens, each team member is required to submit both a Team Contract and Peer Evaluations using the Assignment feature in Blackboard. 2. This assignment will be submitted as a PowerPoint (PPT) file through the Assignment function on blackboard on the date and time specified in the course calendar. The PowerPoint if given in a face-to-face class would be a 15 minute team presentation. You are expected to provide speaker notes for each of the slides in the presentation to reflect this prospective timing. 3. Each member of the team will receive the same mark except if the Peer Evaluations show that a member of the team should be graded otherwise. B. Important Assignment Notes: All other marketing hand-in policies apply; please see Business Marketing Program Standards Document posted under Course Information on Blackboard.

C. Presentation Requirements: You will assume the role of a consulting company trying to sell your idea to possible investors (your classmates). Your slides should include each step of the comprehensive work completed throughout the semester. Specifically the following list of elements: 1. An introduction of the team members names and roles 2. An overview of your product or service. What is it? Visuals? include your Business Mission and key SMART objectives. 3. A description of the segmentation, targeting and positioning for your product/service to a consumer market. 4. A description of how you would segment your product or service in a business market. 5. Details of how you intend to gain competitive advantage for your product or service. 6. A description of the Marketing Environment in which your product or service will be placed. 7. Details of the Product Decisions made for your product or service. 8. Details of the Pricing Decisions made for your product or service. 9. Details of the Promotion Decisions made for your product or service. 10. Details of the Distribution Decisions made for your product or service. 11. Conclusion with a call to action from your audience ie why you think they should invest in your product/service One PowerPoint slide for each of the above 11 elements with speaker notes is expected.

3. Scoring Rubric for the Presentation:

MKT2205 Comprehensive Project Overview and Rubrics

COMPONENT REQUIRED ELEMENT COMMENTS Guide: present; not present; partial Points

1. Introduction

Full names and title/role ie team leader, graphic artist, scribe, Visual of product or service Detailed description of the product or service

/5

2. Overview

/10

3. Segmentation Targeting, Positioning

4. Segmentation in a Business Market 5. Competitive Advantage 6. Marketing Environment

Detailed description of the consumer segments is provided A target market strategy was selected and rationale was provided. Detailed description of the business market is provided

/10

/10 Sources of competitive advantage have been identified A brief description of each Marketing Environmental factor is provided (CREST)

/10

/10

7. Product

Product has been classified Marketing uses of packaging and labeling have been described Global issues in branding and packaging have been identified

/10

8. Pricing

9. Promotion

Describe the pricing strategy that would be used for your product or service Discuss how 3 (your choice) of the determinants of price would impact the price of your product Describe which elements of the promotional mix you would chose for your product or service. Provide your rationale.

/10

/10

MKT2205 Comprehensive Project Overview and Rubrics

COMPONENT REQUIRED ELEMENT COMMENTS Guide: present; not present; partial Points

10. Distribution (Place)

In a consumer market, describe the marketing channels that you would make use of. Provide your rationale. A summary with positioning statement and call to action Computer-generated visual aids to support presentation Engaging and clear communication concepts clearly communicated speaker notes were well written spelling was checked

/10

11.Conclusion 12. Other

/5

/5

Total

This is a group grade. Individual grades may be adjusted for contribution,

/105

6. Comprehensive Project #12 Peer Feedback After you have posted your presentation you are expected to review all of the other team presentations unless otherwise directed by your facilitator. Comment and provide feedback on each presentation as follows:: 1. Is their presentation convincing? Why or why not? 2. Does it include marketing principles that we have been leaning about? 3. Ultimately, would you invest in this business idea? Why or why not?

Then, rate each of your colleagues presentation as per the following: 4-5 stars You like the idea and think your classmates should proceed. Give a reason for this rating. 3 stars - You have some concern with one or two key points. State the concerns 1-2 stars - You have serious concerns. Post your concerns as kindly as possible.

Compile your feedback for each team in to one document. Please submit as a Word document through the Assignment function within Bb.

MKT2205 Comprehensive Project Overview and Rubrics

Scoring Rubric: CLASSMATE REVIEW AND FEEDBACK Excellent 5 rich in content, full of thought, insight, and analysis original ideas new connections made with depth and detail Very Good 4 substantial information thought, insight, and analysis has taken place new ideas or connections lack depth and/or detail Average 3 generally competent information is thin and commonplace few new ideas or connections made is a rehash or summary of other postings Below Expectations 1-2 rudimentary and superficial no analysis or insight is displayed no new ideas I agree withstatement prevalent Points

/5