Time Table of Subject TaskS
Time Table of Subject TaskS
Assessment Item
1 In-class
presentations – Week 5 30%
business analysis
or feasibility study
Assessment Item
2 Capstone
Week 10 20%
Project – Pitch
20%
Assessment Item
3 Capstone
Project – Strategic Week 10 30%
Proposal Report
30%
Assessment Item
4 Knowledge Test
- Final Between weeks 8 – 11 (TBA) 20%
Examination (20%)
COMPULSORY
Unit Learning Outcomes assessed
1,2,3,4,5
1,2,3,4,5,6
1,2,3,4,5,6
1,2,6
1. Assessment title Case Study Analysis (in-class presentation) 30%
Purpose, description
and topics covered
Purpose:
The purpose of this assessment is to allow students to learn how to
analyse and present a business case to an expert audience. Their
task is to select a topic (company / industry) according to their
personal interests and analyse its business strategy aspects. The
students will select a case study - a recent example (not more than
2 years old) that reflects a company’s business strategy decision(s),
changes in product orientation, entry to new markets, an
international expansion or any other similar issue(s). The students
will select a company from a list provided by the lecturer. To avoid
repetitions and potentially high similarity rates among submitted
assignments the list is changed in each semester. The list will be
focusing on Australian and international companies, mostly from the
Asia-Pacific region.
Description:
The students will select a case study (company) that will be
analysed, issues identified, and linked to the theory. The issues
should be clearly outlined and justified (with supporting arguments
from academic or industry sources) within the context of the
company’s business strategy and the environment in which this
company operates.
The analysis will be delivered by students in class in week 5.
Students are required to prepare a short PPT presentation (up to 8
slides, maximum 10 minutes long (each slide should not be more
than 1-2 min long - excluding the cover slide and list of references)
about the selected company/topic. This presentation should highlight
the main points of their analysis: identified business strategy issues
and consequences, key readings properly referenced by using the
Harvard Referencing system.
The presentation slides should include an analysis of a company’s
background (history, organisation’s structure, available resources,
product portfolio, market share, etc.), issues (reasons) related to a
strategic change or crucial decision, what were the outcomes of the
introduced strategic change(s), what were the consequences for the
organisation, impacts on industry (if any) in which the company
operates and similar. This analysis should provide a set of clearly
outlined business strategy issues that must be justified by using the
academic literature, industry reports or research findings.
The purpose of this exercise is to allow students to practice how to
present a comprehensive business analysis as a compact
presentation format while speaking in front of a ‘specialised’
audience - as this skill is going to be a crucial part of the major
capstone project (assessments 2 and 3). Students will receive verbal
feedback from their lecturer and peers about their presenting skills,
and aspects that require improvements. Students are obliged to
deliver this short presentation in week 5. Those students that do not
Assessment length
This assessment should not be more than 8-10 minutes long and will
be worth 30% of the total course mark. Presentations that exceed
the time limit will be stopped. Only the delivered part of the in-class
presentation will be marked.
Students are expected to provide a list of quality references from
academic journals, industry reports, government reports or white
papers. Students are encouraged to provide only highly relatable
materials such as: relevant data, statistics, and charts (clearly
referenced). For a passing grade, a minimum number of references
is 5, for a higher grade 10. It is expected that an HD assignment has
over 10 references. Further details will be listed in the document:
INSTRUCTIONS – Case Study Analysis and will be available in the
Assignment 1 folder (Moodle).
Criteria to grade quality The following criteria will be used to assess this assignment:
1. Demonstrated discipline knowledge – understanding of theories,
concepts and frameworks and using them to identify issues or case
study context.
2. Research depth and quality of data
3. Scope and depth of analysis and strong links to theory
4. Organisation of arguments and solutions – including critical
thinking, analysis and synthesis of knowledge to clearly outline
business strategy issues
5. Writing style, structure, grammar and discipline specific
vocabulary
6. Referencing – accurate style, mainly academic and industry
sources appropriate number of references (for a higher mark over
10 references)
For marking purposes, the following form will be used: Assessment
Criteria and Performance Standards for Case study analysis.
Submission method The due date for the in-class presentations of case-study analysis
is week 5. Further changes may occur if the appointed lecturer
finds the public holidays to be disruptive for this type of
assessment.
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Feedback provided This assignment will receive verbal feedback after delivering an in-
class presentation.
Purpose, description
and topics covered
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Each team must submit their PPT slides (only one submission per
team) via Moodle link. The submission of PPT slides will be part of
duties of a communication officer who will be appointed by a team.
This team member will also be responsible for any communication
with the lecturer (questions or consultations), organising team
meetings and sharing information among team members.
The time of each client pitch presentation will be limited to 3 minutes
per student (depending on a group’s size). All group members should
be present during the session, although (depending on team’s
presenting style or strategy) not all of them will need to present. This
part of the assignment will evaluate how members function as a
team, contribute equally, and deliver according to the expectations
of their teammates. This presentation should deliver the essence of
a written report – a proposal of a business strategy based on the
client company’s brief.
The Client Pitch event, when student teams will pitch their strategic
solutions to a client company, will be scheduled in week 10. At the
end of this event a representative of a client company or a panel of
experts will decide which team had the best and most viable strategic
proposal – this team will be awarded with certificates for the ‘Best in
Show’ title.
Topics to be covered:
Crafting and Executing Business Strategy
Macro-environment analysis
Industry and sector analysis
Resources and capabilities
Stakeholders and governance
History and Culture
Business strategy and models
Corporate strategy and diversification
International strategy
Mergers, acquisitions and alliances
Corporate Strategy: Diversification and the Multibusiness model
Ethics, Corporate Social Responsibility, Environmental
Sustainability, and Strategy
Entrepreneurship and innovation
Leadership and strategic change
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Submission method The due date for this assignment is week 10.
All team members must be present during the client pitch. Non-
attendance will result in no mark for this assessment piece,
Return method The PPT slides of a client pitch must be submitted electronically via
Turnitin – the copy with relevant comments will be available for
students’ perusal.
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Feedback provided Each client pitch presentation will receive verbal feedback from a
client, lecturer and expert audience during a Q&A session
(following each presentation).
Students should use these feedbacks and comments to improve
their Strategic Proposal reports for which a due date will be set 3-5
days later.
3. Assessment
title
Purpose,
description and
topics covered
Purpose:
The purpose of this assessment is to train students to work in larger
teams, or across different departments while undertaking various roles
(general management, finances, operations, logistics, marketing,
corporate communications, sales, HR, etc.) within this project. Their
ability to act as good administrators, distribute tasks, manage resources,
communicate effectively, as well as to relate their actions to the business
strategy theory and concepts - will be examined here.
Description:
This assessment item will be delivered in groups and will be weighted
30% of the total unit mark (Business strategy report – written
assignment). Students from different tracks (MBA, MIB and MM) will be
working as a team and will collaboratively develop a business strategy
for a particular client company. They will be working on a business case
while having different roles within their team. One submission via Turnitin
per student group will suffice, and this should be done by a
communication officer. The communication officer will be selected by its
team members and will be responsible for any communication with the
lecturer (questions or consultations), organising team meetings,
communicating any relevant information to team members, merging
parts of a report to a single document, uploading an assignment (written
report) via Turnitin. Other team roles may include business researcher,
data analyst, project leader, resources manager, and similar. It is
essential that all team members assume a specific role and work actively
on this project.
An electronic copy of a written report must be submitted via Turnitin link,
a cover page should include names of all team members and their
student numbers. One copy per student group will suffice and this should
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Assessment length
The word limit for the written assignment is 3000 words, excluding
executive summary, exhibits and references, and will be worth 30% of
total unit marks. Reports that exceed the word limit will receive a 10%
reduction of the total mark for this assessment.
The cover page of this assignment (Strategic Proposal - written report)
should include the names of all team members, their student numbers,
study program (MBA, MIB or MM), client company name, and project
type.
Criteria to grade
quality
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Submission
method
The due date for this assignment is week 10 and the date will be
announced by the lecturer.
Only electronic submissions via Turnitin (written report) will be accepted
and marked.
No late submissions, the Turnitin link will terminate after the due date.
There will be no alternative way of submission.
No extensions will be allowed.
Only one submission per each team will suffice.
Return method This assignment must be submitted electronically via Turnitin – the
copy with comments will be available for students’ perusal.
Feedback provided Prior to submitting a strategic report document via Turnitin, students
should consider making appropriate changes in relation to a received
verbal feedback (from client company, lecturer or expert audience)
during their client pitch.
This assignment will receive written feedback and it will be available as
an integral part of a Turnitin copy.
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Criteria to grade quality The following criteria will be used to assess the knowledge test. To
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study.
Submission method
d) General Information
(a) Late submission of assignments: It is IMC policy that assignments cannot be submitted late
without prior approval of the unit coordinator and only in extenuating circumstances
supported by evidence. Assignments submitted late without prior approval from the lecturer
will not be graded (AP007 Assessment Policy and Procedure).
(b) Example final examination: A preparation session for a knowledge test will provide insights
about the type of questions, high-quality answers and how to navigate within the Moodle
Quiz system. The session will take place before the actual test, and students will be able to
familiarise themselves with the tools by using the Practice test. The students will also be
introduced to the Case Study, and relatable materials during this session. They will have
several days to prepare for the Knowledge Test (substitute for the Final Exam), examine the
materials and make notes.
(c) Group Work forms part of an assessment in this unit. Group work assessment tasks are
important for students in developing skills, including:
• Teamwork and leadership.
• Analysing, questioning and evaluating the work of others.
• Collaborative skills such as conflict management, negotiation and justifying opinion;
and
• Time management, personal and organisational skills.
These skills are highly regarded by employers professional settings and form part of the
learning goals of the degree program.
Each student in a group will complete a Group Assignment Peer and Self-Assessment
Form at the completion of the group work task – which will resolve any issues (if they occur)
within their team.
groupAssessment
project: Antype
ongoing Week assessment is due Proportion of total marks
Digital Marketing project Weeks 2 -11 40%
using and crafting strategic
carried out every week with a Week 9 20%
recommendations in relation
Summative reflective
Week 12 40%
assessment to be
Unit Learning Outcomes assessed
ULO 1; 6
ULO 3 & 5
ULO 2 & 4,
Details of each assessment task
Assessment 1:
Digital Marketing Major
Group Project
Purpose, description
and topics covered
Purpose:
Students are required to work independently and collaboratively to
plan and execute full digital marketing mix for a start-up business
Description:
In order to complete the major task, students will be required to
work with their group members and execute and demonstrate the
following skills:
• Derive appropriate business strategies using big data
analytics
• Use social media monitoring to collect customer insights
• Implement SEO and SEM strategies
Topics to be covered: Big Data, SEO, SEM, Social Selling, Social
Media Monitoring
Group formation: Students are randomly assigned to groups of 3
or 4 by the lecturer in week 2.
Assessment length Students are required to implement the digital marketing concepts
studied in class and be able to clearly present them in both a
written report and a brief PowerPoint presentation at the end of the
teaching term. The written report should not exceed 3000 words
(excluding references and a cover page) and no more than 10
slides should be used in a presentation of no more than 10
minutes.
Criteria to grade quality Criteria used to assess the written report (30%) and presentations
(10%):
a) Demonstrated links to appropriate concepts
b) Analysis / Recommendation should always be data-driven
c) Presentation of a convincing argument
d) Clear recommendations based on the analysis or argument
e) Clarity of expression and error-free language
f) Quality of early work-in-progress presentation and
persuasiveness of final presentation
Submission method Every two weeks selected groups are given 3 to 4 minutes to
present their work in progress. In Weeks 10 and 11 groups will be
allocated to present their full project organised for clarity in a
persuasive way. The project documentation is to be submitted after
the last class through Moodle.
Feedback provided Oral feedback is provided after presentation and written feedback
Assessment Item 2
Web and social media
analytics assessment
Purpose, description
and topics covered
Purpose:
The purpose of this assessment is to test students’ analytical
competency in using web design SEO and SEM strategies and
their skill in crafting strategic recommendations in relation to
selected SaaS available platforms
Description: Students are required to use social monitoring tools
and analyse the results, and in particular:
• To use a social listening tool to identify and correct persona
• To use social media monitoring to analyse competition; and
• To carry out a competitive landscape analysis and generate
an online value proposition (OVP) for a selected business
Topics to be covered: Social Media Monitoring, POP/POD (Point
of Parity / Point of Difference), and OVP (Online Value Proposition).
Assessment length Documentation can be submitted as a written report (1,500 words
maximum) or a set of coherent PowerPoint slides (20 slides
maximum) together with a recorded video presentation of no more
than 10 minutes (in mp4 format and uploaded to Moodle).
Criteria to grade quality Five criteria will be used to assess the project (written or recorded
video)
a) Demonstrated understanding of social listening
b) Capacity to compile and summarise large amount of data
c) Ability to compare and contrast competing solutions
d) Clear recommendations based on the analysis or argument
e) Clarity of expression and error-free language
Assessment 3:
Reflective paper
Reflective Paper
Purpose, description
and topics covered
Criteria to grade quality Five criteria will be used to assess the reflective paper submission:
a) Demonstrated working knowledge of digital marketing
concepts
b) Depth of analysis
c) Presentation of a convincing argument
d) Clear recommendations based on the analysis or argument
e) Clarity of expression and error-free language
Submission method Due date is 5 hours after the reflective paper is released. Submit a
shown on Moodle.
Proportion of total
Assessment type Week assessment is due
marks
Assessment 1 (Individual – 20
MARKS)
VIDEO – Multimedia Presentation
on your WEEK 3 DUE–11:59
OPINION in relation to the PMSunday 1 December
20%
“GREEN” SUBMITVIATURNITIN
Marketing Approach for an NOLATESUBMISSION
INTERNATIONAL FASHION or
BEAUTY
BRAND.
Assessment 2 (Individual – 20
MARKS) IN-CLASS PRESENTATION
What’s In the Media from ONLINE WEEK 4-8 You will be
NEWSPAPER allocated a
SOURCES.YOURCHOSEN PRESENTATION
(Week 4-8 inclusive) WEEK to present YOUR
20%
NEWS ARTICLE MUST BE CHOSEN
DATED ARTICLE and consider the
BETWEEN the TUESDAY and International
SUNDAY Marketing Management
prior to IN CLASS issues.
PRESENTATION
Assessment 3 (GROUP – 40 WEEK 10 & 11
MARKS) Group Presentation – 15 GROUP PRESENTATION:
marks. Group Report – 25 marks. Weeks 10 – In CLASS
AUSTRALIAN ENTRY PROGRAM SUBMITGROUPREPORTVI
50%
for an A TURNITIN
INTERNATIONALTOURISM NOLATESUBMISSION
Assessment
CAMPAIGN 4 (INDIVIDUAL)
(from your CHOSEN ASSESSMENT PEER
AttendanceCOUNTRY).
is taken several times ASSESSED
each session. First is at the start
of class. Failure to be in class and
if online, in camera will result in a WEEKLY GRADED
no attendance for the class. Attendance is determined at
Students must be in class the the end of class. BUT
WHOLE class and able to attendance is established at 10%
participate as failure to contribute the start of class and also is
to the class discussion activity will updated throughout the
result in a NON-ATTENDANCE class
mark. Students MUST achieve a
MINIMUM attendance of 90%
(10/11) scheduled classes for the
course.
Unit Learning Outcomes
assessed
1-3, 5-9
1-3, 5-9
1-6, 8-10
Assessment 1 Individual (20%) VIDEO – Multimedia
Presentation (ETHICS OPINION on GREEN Marketing by an
INTERNATIONAL Fashion OR Beauty Brand) (Sunday 1 December 2024 @
11:59PM) Purpose, description,and topics covered. You are discussing YOUR
OPINION in relation to marketing Fashion. In your presentation you are to: Q1
– Briefly introduce you. Q2 – Your approach to ethics – which approach is
most meaningful to YOU and WHY. Q3 – Discuss your opinion as to how an
INTERNATIONAL FASHION OR BEAUTY company succeed OR fail in
marketing their brands due to manufacturing practices, branding, positioning,
advertising, and disposal. Assessment length The video is to be 5 minutes
MAXIMUM YOU MUST BE in camera, you must incorporate other forms of
multimedia (PowerPoint, video, images etc.) to support your presentation.
BUT YOU must feature no less than 3 of the 5 minutes. Criteria to grade
quality Assessment 1 Guide includes the RUBRIC Submission method
TURNITIN Submit the video file link to Turnitin as a Word Document and
include the following: YOUR NAME STUDENT NUMBER TITLE: TMKT603 A1
ETHICS OPINION VIDEO URL LINK: this can be either for YouTube OR a
Google Drive link. HOWEVER, you must ensure that I can gain access and
not be required to contact you to gain access so please check that you have
assigned me access if you are using Google Drive. If it is a YouTube link, then
make sure it visible for other to see. IF the submission cannot be viewed a
ZERO GRADE is awarded. Return method Marks will be advised via Grades.
Feedback
Return provided
method Personal
Marks Feedback
will be graded andwill be available
available on viaby
a appointment.
weekly post in the announcements
Feedback provided Personal Feedback will
NO RETURN IS PROVIDED AS THIS TREATED AS THE be available by appointment
FINAL EXAM ASSESSMENT
ouncements