BMK1005 MARKETING FUNDAMENTALS
BMK1005 Marketing Fundamentals
Individual Presentation
Beyond the Box: Creating Value Connections
Learning Outcomes
By completing this assignment, students will learn to:
• Analyse the 4Ps (Product, Price, Place, Promotion) and 3Cs (Customer, Company, Competitor) of
a real-life company.
• Propose marketing mix strategies for the chosen company to meet customers’ needs and wants.
• Create a presentation deck to showcase their recommendations.
Assignment brief:
In this assignment, you will focus on the brand you chose in the previous assignment (IA: Unboxing:
The Consumer Journey Adventure). Your role is a member of the marketing team for this brand, and
your task is to suggest ways to better meet the needs and wants of the customers.
First, you need to analyze the brand's current marketing approach. This includes:
• Product: Look at the products or services the brand offers. What are their features, quality, and
design?
• Price: Examine the pricing strategies the brand uses. Are the prices high, low, or in between?
• Place: Consider where the brand sells its products or services. Are they available online, in stores,
or both?
• Promotion: Identify how the brand promotes itself. This could include advertising, social media,
events, or other marketing efforts.
Next, you need to understand the brand's customers, the company itself, and its competitors:
• Customers: Who are the brand's target customers? What are their needs and wants?
• Company: What are the brand's strengths and weaknesses? What resources does it have?
• Competitors: Who are the brand's main competitors? How does the brand compare to them?
After analyzing these aspects, you will propose new marketing mix strategies to better meet the needs
and wants of the target customers. Your strategies should cover:
• Product: Suggest any changes or improvements to the brand's products or services.
• Price: Recommend pricing strategies that could make the brand more appealing or competitive.
• Place: Identify new or different channels where the brand could sell its products or services.
• Promotion: Propose marketing campaigns or promotional efforts to reach and engage customers.
BMK1005 MARKETING FUNDAMENTALS
Deliverables:
• Analysis of 4Ps: Analyze the brand's current marketing mix (Product, Price, Place, and Promotion).
• Analysis of 3Cs: Describe the brand's target customers, its strengths and weaknesses, and its
competitors.
• Proposal of Marketing Mix Strategies: Propose specific strategies for each component of the
marketing mix (Product, Price, Place, and Promotion).
• Explain how these strategies will better meet the needs and wants of the target customers.
Use of Generative AI in Assessments
In this subject, you can use generative artificial intelligence (GenAI) to assist you in any way. Any use
of generative AI must be appropriately acknowledged.
A Declaration of Originality Form must be submitted at the end of your submissions if you had utilized
any GenAI tools. Please complete this declaration even if you did not utilize any GenAI tools.
Please use Appendix A – Declaration of Originality Form.
Submission Format of Individual Presentation
• Submission in Microsoft PowerPoint Slides/Canva
• Maximum of 6 slides with visuals and texts in point form, minimum font size 18. This excludes the
slides for Cover Page, Content Page, References (minimum 3 references from credible sources in
APA style) and Appendices.
• Your IA must go through plagiarism check on TP LMS to identify areas of overlap between the
submitted assignment and existing works. The matching sources for this project must not exceed
20%. Projects exceeding 20% will not be accepted for grading.
• Each student has 4 mins to complete your presentation.
• Late submissions will be penalized.
Submission of Individual Presentation in Brightspace (TP LMS) – due Monday, 01 Jul 2024, 9:00am.
Your Individual Presentation will take place during tutorial in Week 12.
Late Submission:
20% penalty of maximum marks will be imposed for each day of late submission. Beyond the fifth day,
it is non-submission and students will receive zero mark. Depending on the subject matter, late
submission penalties could be more severe as decided by the subject team.
BMK1005 MARKETING FUNDAMENTALS
Individual Presentation Marking Rubrics
Task Criteria Marks Grade A Grade B Grade C Grade D Grade F
Analysis of 4Ps Comprehensiveness 20 Delivers an Delivers a Delivers an analysis Delivers a basic Delivers an
exceptionally comprehensive of the 4Ps that analysis of the incomplete or
thorough analysis analysis of the covers some details 4Ps that lacks missing analysis of
of all aspects of 4Ps. May have but lacks depth. depth. Most key the 4Ps
the 4Ps. some minor gaps May be missing elements may be
Presentation or oversights in some key elements missing or poorly
clearly details, but or lack evidence to explained.
demonstrates overall support claims.
insightful understanding is
observations clear.
supported by
evidence.
Analysis of 3Cs Depth of Analysis 20 Presents a deep Presents an Delivers the Presents the Delivery is unclear
and insightful insightful analysis analysis with some analysis in a and hinders
analysis of the of the 3Cs, but clarity but may lack monotone or understanding of
3Cs in a clear, delivery may have overall unclear manner. the content. May
engaging, and minor engagement due to Non-verbal lack basic
confident inconsistencies. issues with verbal communication communication
manner. Utilizes Need delivery, non- may be skills or
effective verbal improvement in verbal distracting or engagement
and non-verbal verbal clarity, communication, or hinder audience techniques. Lacks
communication to engagement, or both. Provides understanding. insightful
maintain non-verbal some insights but Insights provided observations
audience communication. lacks depth or are basic and lack altogether or the
attention and Offers thoughtful originality. depth or analysis is
emphasize key observations but Connections relevance to the incomplete.
points. may not be between the 3Cs chosen topic.
Demonstrates a consistently may be basic or
sophisticated insightful lacking.
understanding of throughout. May
BMK1005 MARKETING FUNDAMENTALS
the 3Cs, providing lack some
original and originality in
insightful connections
connections between the 3Cs.
throughout the
presentation.
Proposal of Rationale 40 Presents highly Presents well- Presents strategies Presents Strategies are
Marketing Mix innovative and aligned strategies that have some strategies that completely
Strategies well-aligned that address the connection to the show little disconnected from
strategies that needs and wants needs and wants of alignment with the needs and
directly address of the target the target the needs and wants of the target
the needs and customer. Some customer but may wants of the customer, offering
wants of the strategies might lack depth or have target customer. solutions that are
target customer. have minor significant gaps in Strategies may irrelevant or
Strategies deviations from addressing their fail to adequately contradict their
demonstrate a ideal alignment. preferences. address their preferences.
clear Delivers the Delivers the preferences or Rationale is weak
understanding of proposal with proposal with may be poorly or missing entirely.
the marketing mostly clear clarity issues that explained. Delivery is unclear
mix. Delivers the communication hinder audience Delivers the and ineffective.
proposal in a but may have understanding. proposal in a way Communication
clear, confident, some Weaknesses in that significantly issues severely
and engaging inconsistencies in both verbal hinders hinder
manner. Utilizes either verbal communication understanding. understanding of
effective verbal delivery with with monotone Significant issues the proposal.
communication occasional voice, unclear with both verbal
with varied vocal monotone voice, language and non- and non-verbal
pace and tone, unclear verbal communication.
appropriate pronunciation and communication
language and non-verbal with poor eye
dynamic non- communication contact and
verbal with limited eye minimal gestures.
communication contact and
BMK1005 MARKETING FUNDAMENTALS
with strong eye distracting
contact, gestures.
appropriate
gestures,
enthusiastic body
language to hold
the audience's
attention and
effectively convey
the rationale
behind the
strategies.
Explanation of Rationale 15 Presents a clear Presents a mostly Presents an Presents an Explanation is
Strategies explanation of the clear explanation explanation that is explanation that completely unclear
strategies, of the strategies somewhat unclear lacks overall and irrelevant to
demonstrating a with a strong or lacks depth in clarity and meeting customer
direct and strong connection to connecting the relevance to needs and wants.
connection to meeting customer strategies to meeting Rationale may be
meeting customer needs and wants. customer needs customer needs missing entirely.
needs and wants. There might be and wants. and wants. The Delivery is unclear
Rationale shows a some instances of Rationale may be rationale behind and ineffective.
deep ambiguity or difficult to follow the strategies is Communication
understanding of minor gaps in due to missing difficult to issues severely
the purpose and explaining the information or comprehend. hinder
effectiveness of rationale for unclear Delivers the understanding of
each strategy. specific strategies. justification. explanation in a the explanation.
Delivers the Delivers the Delivers the way that
explanation in a explanation with explanation with significantly
compelling and clear and concise clarity issues that hinders
engaging manner. communication may hinder understanding.
Utilizes dynamic but have some audience Significant issues
verbal occasional understanding. with both verbal
communication inconsistencies in Weakness in both
BMK1005 MARKETING FUNDAMENTALS
with clear either verbal verbal and non-verbal
articulation, delivery with communication communication.
appropriate occasional with monotone
vocabulary, varied monotone voice and overly
pace and moments, minor complex language;
emphasis; and pronunciation and non-verbal
expressive non- issues) and non- communication
verbal verbal with weak eye
communication communication contact, minimal or
with strong eye with brief lapses distracting
contact, in eye contact and gestures.
purposeful stiff body
gestures and language.
enthusiastic facial
expressions to
keep the
audience engaged
and ensure the
rationale is well-
understood.
Organization, Clarity 5 Presentation is Presentation is Presentation lacks Presentation is Presentation is
Language, and exceptionally mostly organized, clear organization, disorganized and completely
Slides' Design well-organized with some minor making it difficult difficult to follow. disorganized and
with a clear deviations from a to follow the flow Language is impossible to
logical flow. logical flow. of information. unclear, follow. Language is
Language is Language is Language is unprofessional, highly unclear,
professional, generally clear unclear, or lacks basic unprofessional, or
concise, and easy and professional unprofessional, or grammar skills. grammatically
to understand. but have grammatically Slides are incorrect. Slides
Slides are visually occasional incorrect. Slides are distracting or are unusable or
appealing, clutter- instances of unappealing or fail completely completely
free, and ambiguity. Slides to effectively irrelevant to the irrelevant to the
effectively are mostly visually content. content.
BMK1005 MARKETING FUNDAMENTALS
support the appealing and support the
content. somewhat content.
support the
content.
BMK1005 MARKETING FUNDAMENTALS
Appendix A
Diploma in Marketing
[Title of Subject/Assignment]
AY2024/2025 APR SEMESTER
Declaration of Originality
I am the originator of this work and I have appropriately acknowledged all other
original sources used as my reference for this work.
I understand that Plagiarism is the act of taking and using the whole or any part of
another person’s work, including work generated by AI, and presenting it as my own.
I understand that Plagiarism is an academic offence
and if I were found to have committed or abetted the offence of plagiarism in relation
to this submitted work, disciplinary action will be enforced.
Full Name Admin No Signature
Tutorial Group: Tutor:
BMK1005 MARKETING FUNDAMENTALS
Declaration on the use of Generative AI tools for assignments
Describe how you have used Generative AI tools such as ChatGPT or Dall.E-2
in your assignment.
Show snapshots of the conversations with the AI tool (i.e., the prompts you
used and the response you get from the AI tool).
How to indicate the reference?
The content generated by AI tools are not retrievable except by the user who
generated them, so they are considered non-recoverable sources. For non-
recoverable sources:
• do not include in a reference list
• cite within the text as personal communications or correspondence
Based on APA 7th edition referencing format,
(Communicator, personal communication, Month Day, year)
E.g. (Paraphrase from OpenAI's ChatGPT AI language model, personal
communication, March 8, 2023).
Important Note:
• Do not copy answers produced by the AI tool in totality as it is considered as
plagiarism.
• Do not rely on any information produced by the AI tool blindly. You should
always verify the answer with other sources. Do not assume that these answers
provided by the AI tool are correct.
• To achieve quality outputs from the AI tool, you should provide good prompt
that is clear and specific. Be precise and provide context. Avoid asking open-
ended questions.
