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TMKT 602 Buyer Behaviour
Marketing Recommendations based on Consumer Attitudes and
Behaviour– Australia Donkeys
Instructions
TYPE OF ASSESSMENT – GROUP PROJECT
This is a group assignment – students should form teams as early as possible (for A2 – research phase) and continue working on the project's next stage (A3 and A4 – marketing recommendations) with the same teammates. Students will work on a selected consumer behaviour case study – Australian Donkeys, specifically products created for human consumption made from donkey milk. The students should provide relevant marketing recommendations based on their prior research completed for A2. Marketing recommendations should be presented in the form of a marketing strategy while focusing on current consumers' attitudes, and strategies to affect to change them. This is related to the decision-making processes when considering using or purchasing products that contain donkey milk. The weight of this assessment is 20% presentation (Client Pitch) and 30% marketing proposal (Written Report). The assessments should be submitted via a designated Turnitin link – one submission per team. There is no alternative way of submission.
PRESENTATION ( 20%) AND WRITTEN REPORT (30%) FORMAT
The group presentation (A4 20%) should cover the key marketing recommendations and should be delivered in week 10. Presentations will receive verbal feedback, so that written reports can be edited and improved before submission. The PPT slides should not be altered. The presentations will be limited to 10 minutes, followed by up to 5 minutes of Q&A.
The word limit for the written report A3 (marketing recommendations) is 2000 words, excluding the abstract, exhibits, and references, and it will be worth (30%) of the total course mark. The written report is due by the end of week 10, but should be submitted only after delivering A4 as an in-class presentation and receiving feedback (W10 session). If there are no major changes required – both assessments can be submitted immediately after the presentation session in week 10. If changes are suggested (verbal feedback from the lecturer or client), please edit the report accordingly before submission.
The written report and PPT slides should be submitted online, via Turnitin. Assignments not submitted via Turnitin by the due date will not receive a mark. There is no alternative way to submit these assignments. The cover page of these assessments (PPT slides and report) should state the students’ names, ID numbers, unit’s name and code, term and type of assessment.
TOPIC
Donkey milk is rich in essential nutrients and has been used for centuries for its medicinal properties. It is an excellent source of vitamins A, B1, B2, B6, D, and E, as well as calcium, magnesium, phosphorus, and zinc. These nutrients are essential for maintaining overall health and well-being. Additionally, donkey milk contains a high level of lactose, which aids in the absorption of calcium and other minerals, promoting strong bones and teeth.
Donkey milk is also known for its hypoallergenic properties. It is considered to be a suitable alternative for individuals who are allergic to cow's milk or have lactose intolerance. The protein composition of donkey milk is closer to human milk, making it easier to digest and less likely to cause allergic reactions. This makes it an ideal choice for infants, children, and adults with dairy allergies.
Another significant benefit of donkey milk is its potential to boost the immune system. It contains immunoglobulins and lysozymes, which have antimicrobial and antiviral properties. These components help to strengthen the body's natural defences and protect against infections and diseases. Regular consumption of donkey milk can contribute to a healthier immune system and reduce the risk of illnesses.
Source: https://www.healthline.com/nutrition/donkey-milk
Donkey milk offers a wide range of health benefits for humans. Its high nutritional value, hypoallergenic properties, and immune-boosting potential make it a good base for a range of new products. In the process the public perceptions of Australian wild donkeys will be changed, as they will be perceived as valuable resources instead of pests.
The task is to provide marketing recommendations for new product development. The types of new products should be based on research findings (A2). These research findings will be the foundation for introducing donkey milk as an essential ingredient in a new product, specifically a fast-moving consumer good (FMCG) for which marketing recommendations should be developed. To achieve this, students will have to:
1. Propose a new product (industrial packaged food) that is made of donkey milk.2. Develop marketing recommendations for a new product and its promotion based on consumer behaviour theories and models.3. Provide a detailed plan for the execution of marketing solutions.
DONKEY MILK – MARKETING RECOMMENDATIONS
➢ Supporting evidence for listed marketing recommendations – provide strong arguments and evidence that the suggested marketing solutions will work. Use academic journal articles, research studies, industry reports and similar.
REPORT STRUCTURE AND PRESENTATION
- Cover page: students’ names & student ID numbers, unit code & name, term, type of assessment (Case Study: Marketing Recommendations for a new product), key words (up to five key words relevant to the content of this report).
- Executive Summary: provide a brief overview of the purpose of this report, key findings and recommendations (should highlight all sections of the report).
- Table of Content
- Introduction – very briefly present the key facts about the topic and marketing objectives, as well as the key behavioural theories and concepts that are relevant to this project.
- Attitudes: describe which product attitudes (completed through the primary research stage A2 – interviews) were identified as important when purchasing or preparing food.
- Product: propose a new product made with donkey milk that will be fully defined (function, size, packaging, price), identify direct and non-direct competing products or brands, and suggest a course of marketing action (in-store promotion, advertising campaign, sampling, celebrity endorsement and similar…). This should be further explained, with relevant details in the next three sections.
- Suggested marketing actions: provide a plan which marketing action/ promotional activities should be undertaken to promote donkey milk as a new active ingredient. This should be supported by relevant theoretical arguments.
- Marketing recommendations: this section should strongly link to the identified attitudes and how they may affect the consumers’ purchasing decision-making process when shopping for a specific product type (new product). Students need to provide a clear marketing plan on how to affect and change current attitudes (depending on which attitudes were identified). Students will draw on the knowledge based on consumer behaviour theories, models and concepts and provide marketing recommendations that will be viable and possible to implement. For example – based on your research findings you need to propose a new product, and suggest how to conduct promotion; product placement; advertising; product displays in stores; packaging; select retailing options and similar. The most important thing is to clearly link the proposed solutions to the identified attitudes.
- Timeline and Budget: Provide a timeline as a Gantt chart with all relevant project stages. List all relevant expenditures – these should be realistic. (To get actual prices, for any type of marketing action, you may request quotes to get accurate amounts)
- Conclusion: wrap up the case study with the key ideas from the report – mention the issues regarding identified attitudes and relevant solutions (briefly and concisely). This section should provide a short closing – by listing, in a brief form, what was proposed within the report, key marketing recommendations and expected outcomes.
- List of references: list all sources that were used in the report or cited within the text. For example, journal articles may assist in creating supporting arguments as to why the proposed marketing actions will work. Use the Harvard Referencing system.
- Appendix or appendices: there is no limit regarding the number or length of appendices.
- Introduction: introduce all team members and their roles in this project, and explain the objectives.
- Consumer behaviour issues: list relevant findings from A2 (research project) and explain how they are relevant to the listed objectives. Link this to relevant theories, models and concepts.
- Marketing recommendations: provide an overview of relevant marketing solutions to achieve the selected objective – proposal and launch of a new product. Use elevant theory as supporting arguments that your marketing recommendations will work.
- Timeline and cost: present a Gantt chart of various project stages and list relevant costs.
- Conclusion: a brief reminder about the selected marketing objective and relevant solution(s).
- References: provide a list of sources used in your desk research and journal articles that will assist in creating supporting arguments as to why your proposed marketing actions will work. Use the Harvard Referencing System.
PEER EVALUATION
MARKING CRITERIA
5. Writing style, grammar or structural issues in written material
The mark for the presentation is 20% of the total mark for this unit. This section outlines the criteria that will be used for judging the quality of the submission:
1. Theoretical overview and application2. Depth of research3. Structure, delivery and audience engagement4. Creativity and aids5. Timing6. Responses to questions
For more details about the assessment criteria, please check the marking rubrics bellow.
If you have any questions, please contact your lecturer!
Report - Marking Rubric 30%
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Assessment Criteria and Performance Standards for Case Studies |
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Mark |
Performance Standard |
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Unacceptable level of achievement – minimal or no evidence of understanding of theory
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Acceptable level of achievement – some minimal evidence of understanding of theory
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Acceptable level of achievement – meets minimal requirements
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High level of achievement - displays the application of professional & industry standards
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Exceptional – displays the application of professional and industry standards to a very high level
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Case study context and problem identification
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/6 |
0 - 1 |
2 |
3 |
4 |
5 |
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No real evidence of understanding the case study within the context of a body of knowledge or the principal issues requiring solutions
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Some minimal evidence of understanding the case study within the context of a body of knowledge or the principal issues requiring solutions
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Adequate evidence of
understanding the case study within the context of a body of knowledge or the principal issues requiring solutions
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High level of ability of understanding the within the context of a body of knowledge or the principal issues requiring solutions
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Very high level of understanding the case study within the context of a body of knowledge or the principal issues requiring solutions
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Depth of research (BB)
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/6 |
0 - 1 |
2 |
3 | 4 | 5 |
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No real evidence of research underpinning the case study
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Some minimal evidence of research
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Adequate evidence of appropriate research.
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High level of research – goes beyond prescribed readings
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Very high level of research - goes beyond prescribed readings and applied creatively
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Analysis of BB & synthesis of knowledge
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/6 |
0 - 1 |
2 | 3 | 4 | 5 |
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Very little or no evidence of understanding of the topic
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Some understanding of the topic evident but with little evidence of analysis
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Adequate evidence of ability to comprehend case study discussion and facts, leading to research.
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Good understanding of the topic with evidence of deep analysis and synthesis of information
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Very high level of understanding with insightful evaluative comments and conclusions
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Organisation of arguments(BB) and solutions (marketing)
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/6 |
0 - 1 |
2 | 3 | 4 | 5 |
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No clear hierarchy of arguments or solutions provided
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Some solutions backed by arguments presented but not particularly clear or relevant
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Adequate solutions presented backed by well-presented arguments
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Well-presented arguments and solutions– will lead to relevant resolutions
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Exceptionally well argued solutions– clear, concise and particularly insightful
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| Writing style & grammar or structural issues in written material |
/6 |
0 - 1 |
2 | 3 | 4 | 5 |
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Very poor grammatical expression and spelling errors |
Low levels of writing ability evident, simple expression with many spelling and grammatical errors |
Average levels of writing ability with some spelling and grammatical errors |
High level of writing ability clear concise expression with few grammatical or spelling inaccuracies |
Very high level of writing ability with no grammatical or spelling errors. |
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Total Marks and Feedback
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/30 |
Detailed Comments (these might be directly written on the hard copy or electronic copy
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| Areas of improvement |
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Presentation - Marking Rubric 20%
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Assessment Criteria and Performance Standards for Presentations |
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Assessment criteria
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Mark |
Performance Standard |
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Low level of knowledge and understanding evident or demonstrated
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Limited level of knowledge and understanding evident or demonstrated
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Acceptable level of knowledge and understanding evident or demonstrated
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High level of knowledge and understanding evident and demonstrated
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Exceptional level of knowledge and understanding evident and demonstrated
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Theoretical overview and application
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/3 |
0 - 1 |
2 | 3 | 4 | 5 |
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No clear evidence of understanding or knowledge of the theory
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Some evidence of understanding of the theoretical applications but lacks clarity
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Good level of understanding of theoretical applications, clearly demonstrated
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High level of understanding of theoretical applications, clearly demonstrated
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Very high level of understanding of theoretical applications clearly demonstrated and articulated;
easily understood by participants
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| Quality of marketing recommen -dations |
/5 |
0 - 1 |
2 | 3 | 4 | 5 |
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No clear evidence of marketing recommendati ons
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Some, but very limited evidence of marketing recommendati ons
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Evidence of adequate recommendati ons with some oversights
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Evidence of high level of recommend ations with integrated theoretical knowledge
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Very high-level arguments and evidence of recommendati ons clearly demonstrated and integrated theoretical knowledge
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Presentation structure, delivery and audience engagement |
/5 |
0 - 1 |
2 | 3 | 4 | 5 |
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Poor – presented without structure with unclear voice, no eye contact, no audience engagement, and no evidence of rehearsal
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Low – presentation lacks strong structure with little or no audience engagement, limited eye contact, and limited evidence of rehearsal
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Good – presentation structured with attempts to engage audience, good eye contact, and evidence of rehearsal with good flow
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Very good – structured, clear presentation, easy to understand with some audience participation, good eye contact, and evidence of rehearsal with logical flow
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Excellent - structured,
clear presentation, easy to
understand with engaged audience, good eye contact, and evidence of rehearsal with clear, logical flow
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Presentation aids and creativity |
/3 |
0 - 1 |
2 | 3 | 4 | 5 |
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No use of colours, fonts, media, special effects or other presentation aids and poor visibility
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Poor creativity and limited use of colours, fonts, media, special effects or other presentation aids
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Evidence of some creativity with good use of colours, fonts, media, special effects or other presentation aids but limited and could be better developed
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Very creative use of resources very good use of colours, fonts, media, special effects or other presentation aids to facilitate audience understanding
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Original and outstanding exhibition of creativity with excellent use colours, fonts, media, special effects or other presentation aids to facilitate audience understanding
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Timing of Presentation
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/2 |
0 - 1 |
2 | 3 | 4 | 5 |
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Poor use of available time leading to incomplete presentation or finishing too early
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Limited use of available time, needs improvement
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Good use of available time but limited and could be better managed
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Very good use of available time to facilitate audience understanding
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Excellent use of available time to facilitate audience engagement and understanding
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| Responses to questions |
/2 |
0 - 1 |
2 | 3 | 4 | 5 |
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Poor – none or few questions solicited, little audience engagement
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Some questions posed but responses vague, unclear or confusing
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Questions posed with adequate but limited responses
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All questions answered clearly and confidently
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Audience fully engaged – all questions answered clearly and concisely with additional information provided with confidence |
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Total Marks and Feedback
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/20 |
Detailed Comments
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Areas of improvement
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