Assessment and Feedback Details: Oral Video & Written Report
Detailed Assignment Information
Assignment 2
INDIVIDUAL VIDEO ASSIGNMENT – 30%
Key information
| Dates/submission | Sunday by 11.59pm (midnight Sunday) in Week 7 on Turnitin link on MKT1MSD Moodle page/ submit per Facilitator instructions. |
| Types | Individual assignment: 1. Report writing: market analysis; identifying, analysing, describing and segmenting markets. 2. Oral presentation in video format on report |
| Graduate Capabilities practiced |
Writing Business Reports Enquiry/Research Skills Critical Thinking/Analysis Skills |
| Type of research | Secondary data: so-called desk research, and observational research. 5-6 minute video presentation and 1500 word +/- 10 % written report |
| Marks | 30% of the total marks for this subject |
| Assessment Task 2 | Due Date | % | SILOs Assessed |
| Individual Oral Video and written report. | Week 7. (midnight Sunday) |
30% | 2,5 |
| Submission Details | |||
| Submit to the LMS site. Students are required to submit an electronic copy of their assignment to the turnitin link on the MKT1MDP LMS page, or to your Lecturer (video ONLY) by due date and time (depending on campus). Two files per student, in .mpg4 format for video, and Word or pdf for written component. Students MUST keep a copy of all assignments. |
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| Grading Criteria and Feedback | |||
| See Rubric | |||
| Description of Task | |||
| Students create a video report and written report on the provided topic. If you wish to apply for Special Consideration for this assignment, you will need to complete the official online process. |
| Additional support materials |
Please consult the assignment guide/Lecturer LMS for more assistance. See library. |
Assessment Overview
Background (hypothetical scenario):
A large investor company wishes to examine the current market for _________________
(topic will be provided by your Facilitator), with a view to investing in this industry. You are
asked to complete the following report.
THE ASSIGNMENT
1. Use online resources such as websites, journal articles, newspaper articles and
databases.
2. Present a brief report that will include the following information:
a. Perform a situational analysis of the industry.
b. Identify and describe the segments (and segmenting variables) used in this
industry.
c. Make a recommendation as to the segment of the market you think the
company should look to invest in, and provide justifications for your choice.
FORMAT OF THE VIDEO AND REPORT
You are required to produce:
1. a short video of 5-6mins.
2. a written report of 1500 words (+/- 10 %).
Keep to the required time and word lengths. There should be no information contained in
your video that is not present in your written report. The two assessment items do not need
to be identical.
E.g you might write in more detail in your report, than you present in your video.
Here is a suggested outline of the structure for the video and the written report.
Note they are different.
| Video 5-6 mins. | Written Report 1500 words (+/- 10 %) |
| Introduction. State your name, Student number, class and Lecturer’s details. (approx. 30 secs.). |
Cover page. Title of the assignment, name, id, tutorial time and day, name of the tutor, word count not including executive summary, TOC or references and appendices. |
| Executive summary (short summary of what you have studied, and your recommendations.) (approx..30 secs.) |
Executive Summary: Summarize all sections of the report in a succinct manner (half page or max. 1 page) |
| Business Environment Analysis Main report body with SUBHEADINGS. EG. Macro-environment Analysis • Economic • Political and Legal • Sociocultural • Etc. Micro-environmental Analysis • Market / Industry • Competitors • Customers This Section is the largest part of your video. (approx. 3 mins) |
Table of Contents: Put contents with page numbers |
| Segmentation and targeting. Analyse how firms or the industry conducts segmentation. Segment profiles (characteristics of the segment) and product offered to each segment. (approx.. 1min.) |
Introduction: Purpose or report, product chosen, marketing theories used, structure of the report etc. |
| Recommendations and conclusions: (approx. 1 min.) |
Macro-environmental analysis. Impact of key variables: identify and explain the impact of key variables in each of the environmental factors (PEST analysis). |
| Referencing. Show your references on screen. You don’t read these out. (30 secs.) |
Micro-environmental analysis. Analysis of key market and industry variables. Overview of competitors and current customers. |
| Market segmentation and targeting: Analyse how firms or the industry conducts segmentation. Segment profiles (characteristics of the segment) and product offered to each segment |
|
| Recommendations and conclusions: Based on your analysis, recommend one/more than one segment(s). Provide a conclusion at the end of report. |
|
| References: Include at least 3 academic references. Follow LTU Harvard referencing style. Appendices: Put [relevant] additional tables/figures/graphs in the appendix and please don’t forget to refer them in the textLTU Harvard Referencing is required. See library website for details. |
A REPORT TEMPLATE IS PROVIDED ON THE MOODLE!
TOPIC OF THE ASSIGNMENT
• To be provided by the Facilitator.
• You must use the topic provided or you will be marked zero for this assignment.
• Remember this is not a filmmaking class, but rather a marketing class. We are
marking your marketing, not your camerawork, acting performance or directorial
skills! This oral video offers you an opportunity to present information in a different
format and to use your imagination.
YOUR AV VIDEO PRESENTATION CAN BE COMPLETED IN ONE OF THREE WAYS:
1. A presentation recorded (video) with relevant contextual content provided
(text based), to explicitly connect to your discussion in recording. (E.g. you present
your slides / content, with you talking and it’s recorded via your mobile phone) (You
will need to contact your facilitator if you want to complete your recording in a class
room).
2. A PowerPoint presentation (or similar) with a voice over narrative and video(s)
of you discussing select content within slides (https://support.office.com/enus/article/video-add-format-and-record-video-bb7fc99c-71ef-48e3-ac1a-
3ebafcd9f3ed) (In PowerPoint, you can add animated GIFs, videos from your
computer or online videos, recordings, export your presentation as a video, and even
add captions to videos).
3. Animation based video, with relevant content and video(s) incorporated (of
you talking), other select sections can be narrated or simply audio of choice. (You
can select an online animation based tool to create your presentation, however it
must be compatible to incorporate your recorded video(s) (e.g.
https://www.powtoon.com/home/?) (PowToon is a free tool that allows you to
develop animated clips and animated presentations for your website, office meeting,
sales pitch, non-profit fundraiser, product launch, video resume, or anything else you
could use an animated explainer video. PowToon’s animation templates help you
create animated presentations and animated explainer videos from scratch and
quickly.)
SUGGESTED TECHNOLOGY
• We suggest you use your mobile phone or webcam to record your presentation.
• It needs to be playable on the university’s computer system. Mpg4 is the
recommended format.
• (Yes, ppt., Word, and other software may also be used, so long as the file works in
the university’s classrooms).
• You are also welcome to incorporate animation based videos (e.g. powtoons).
However you must be present in the video (refer above)
• You may check your file format works on the computer in your classroom during
our class breaks.
LATE SUBMISSION
The responsibility of your video file working on the university system is on you. If your file
cannot be read, it will be considered late, and penalties will apply. Please check the LTCA
Assessment (Late Submission of Tasks) Policy.
• Marks will be deducted for each day it is late, to a maximum of 5 working days (5%
per day).
• If we receive no working file by 5 working days after the due date, you will receive
no marks (0/30marks.)
SPECIAL CONSIDERATION
If you wish to apply for Special Consideration for this assignment, you will need to
contact the Subject Coordinator.
REQUIREMENTS
• Submitted using the Assignment 2 Moodle submission links on MKT1MSD LMS
page/ or as per Facilitators instructions.
o Video saved as .mpg4 file with your name (PPT files are also acceptable,
if you have enabled the animation function).
o It needs to be playable on the university’s computer system. There will
be no extensions for videos that are unreadable on the university’s
system. If it doesn’t work the first time, then your work is late and will be
penalised.
o Your written report must be in Word or pdf format, readable by
Turnitin.
• You may use .ppt and add -in video of you reading/discussing the topic.
• You must appear for at least 3 of the 5 minutes, on screen within your video.
• Ensure that any writing that appears in your video is clearly readable.
• Each table/figure/chart/picture etc. has a name, number and sources included.
• A minimum of 3 academic sources are required. Your textbook counts as 1
academic resource.
• References must be included (add a reference page – in alphabetical order).
• Every student must participate, appear and speak in their own video assignment,
as it will help prepare them for doing business in the real world. The only
exceptions are students registered with E&D who have special conditions in their
Learning Plan.
See the library website for assistance with writing assignments including the Harvard
Referencing Tool: http://www.latrobe.edu.au/library/assignment-thesis-support
The assignment will be discussed in your 2 hour tutorial in detail in the weeks leading up
to the submission week.
DISCUSSION OF ASSIGNMENT
Use Marketing Theory (from your textbook or e-journals) to identify the relevant criteria to
describe the market for these products within the industry allocated. It is up to you to
define your market as broadly or narrowly as you wish.
What are the key definitions?
The Marketing Theory you are addressing is the theory on the situational analysis process,
segmentation and targeting. It is contained in the chapters of the text we cover in weeks 1-
5
The process you will be following is:
• Fully describe the (the selected country – Australia) market for (the selected industry
for this assignment – provided by Facilitator). This information will be provided by
your facilitator. You cannot choose the country nor the industry. What does it
consist of? How large is it? What is the structure of the industry- is it dominated by
one or several large firms? What is it worth? Is it growing or shrinking? Etc.
• What are the major issues/variables effecting this market? Etc. Which are positive
and negative for the market?
• What are the ways in which the industry has segmented this market? Construct a
table identifying the market segments, using descriptions of key segmenting
variables for each. Identify some of the products that are marketed to these
segments, using your own research.
• At the end of your report you will be required to make a recommendation as to which
segment of the market, would you would suggest for the company to target. You
must identify one of the segments that you have identified, and give reasons for your
choice.
Resources
You may wish to use tables and graphs in your report. All of these must be correctly cited.
E.g.
| Age categories | ‘Average Australia’ |
| 0-4 years | |
| 5-14 years | |
| 15-24 years | |
| 25-54 years | |
| 55-64 years | |
| 65 years and over |
Table 1. The Age Distribution for XXXX and the Average Australia
Source: Based on 2006 Census QuickStats: xxxxxx”
It is expected that you will use other data sources to complement your findings. You are
required to use at least 3 academic sources. You will need to search for these in the library,
or the internet.
Keeping within the Time/Word Limit
You may refer to documents in your appendices. You can include data, tables etc. in the
appendix, and then refer to then throughout your report. When the timing is tight, you can
also present information and data in tables. This is a way of reducing your word count, and
making your report more interesting for the viewer.
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