CCBS4008 Introduction to Marketing Group Project

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THE UNIVERSITY OF HONG KONG

HKU SPACE Community College – 2023-24 Semester 2

Introduction to Marketing – Group Project (25%)

1 Objective

This project aims to assist students in raising the awareness and deepening the

understanding of marketing. Students are expected to apply their marketing

knowledge to develop a marketing plan for a product/service.

2 Group Project

Students shall form a group of 4~6 students.

As a marketing manager of a chosen company, you are required to prepare a

marketing plan for a product or service of your choice to be launched in Hong

Kong next year.

The group should perform the following tasks:

• Choose a company with business operations in Hong Kong.

• Gather background information on the industry, company, product/service,

and competitors.

• Determine the target market and formulate a marketing plan.

• Submit a written report of not more than 2,500 words excluding

Appendix.

• Verbally present the marketing plan in class in not more than 15 minutes.

3 Assessment Scheme

Students plan and demonstrate the abilities to collect relevant information, ask

appropriate and key questions, apply their marketing knowledge, formulate a

marketing plan, and manage group project effectively and efficiently. (Appendix 1)

4 Assessment Structure

This group project contributes to a total of 25% (15% written report and 10%

verbal presentation) of the overall weighting of this course.

Although this is a group project, an individual contribution will also be marked

according to a peer evaluation form which will be submitted by your group

members confidentially, if needed, at the end of the semester (Appendix 2).

CCBS4008 Introduction to Marketing Group Project

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Deliverable Date Due

i. Submit group member details Lecture 4

ii. Submit the following information for the lecturer’s

approval:

Industry:

Company:

Product/Service:

Lecture 5

iii. Submit project report and presentation ppt (soft copy

via Turnitin on SOUL) Before Lecture 12

iv. Submit group presentation ppt (hard copy) Lecture 12 (in-class

before the presentation)

v. Submit peer evaluation form (if any) Lecture 12

5 Report Expectations

The Marketing Plan (Report) will include, but not limited to, the following

information and should be typed up with 1.5 line spacing, 12 font Times New

Roman with no more than 2,500 words. The report should be stapled, and a

cover page is required. (Please include a word count on the cover page.)

a. A one-page executive summary that outlines the key points in the

marketing plan.

b. A concise introduction of the organisation – its background and other

relevant information.

c. A thorough and insightful macro-environmental analysis which includes

important factors that are relevant to the new product/service and its

industry.

d. A solid description of the target market with reasons and positioning.

a. Identification of target market is based on both thoroughly research

data and facts.

b. The target market should be chosen and described in detail with

reasons.

c. A positioning statement/map must be carefully developed.

e. A clear and consistent marketing mix strategy for the new

product/service targeting its specific segment should be developed.

f. A conclusion of the marketing plan.

g. References.

h. Appendix.

CCBS4008 Introduction to Marketing Group Project

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6 Project Report and Presentation PowerPoint Submission

The soft copy of your project report and presentation ppt must be submitted via

Turnitin on SOUL before the deadline. The hardcopy of your presentation ppt

must be submitted to your lecturer on the presentation day. Submission after the

deadline is regarded as late submission and will be penalised.

Turnitin Similarity: Written report - no more than 25%; Presentation ppt - no

more than 10%.

CCBS4008 Introduction to Marketing Group Project

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Appendix 1

Introduction to Marketing – Group Project

Assessment Form – Written Report

Class Group No. Submission

Date

Project Title

Student Name Student ID

Marking Criteria Weighting Mark Comment

A. Executive Summary 10%

B. Macroenvironment / Background

Research and Analysis (i.e., relevant,

thorough, detailed, specific, etc) 25%

C. Segmentation, Targeting, and

Positioning (i.e., effective segmentation,

smart targeting, and appropriate positioning) 15%

D. Marketing Mix Strategies (i.e.,

understanding and application of 4Ps) 40%

E. Conclusion and References 5%

F. Overall structure of project

(i.e. spelling and grammar, organisation of

materials, clarity of thought, logical

presentation of ideas, demonstration