Overview
The Task
Explain the general purpose of the metric (15%). In your own words (using the information from textbook, lecture and from external reliable sources) you need to touch on aspects such as what is the point of this metric? What does it capture? Why does it matter? etc.
Explain the general formula and calculation (10%). Using the formula presented in the lecture and textbook, explain how the metric works, with a good example (i.e., how it is constructed, what input data you need)?
Showcase an application of the metric in a Business Case using ONE company of your choice (35%). Illustrate the purpose, calculations and interpretations for a company/brand of your choice. You must use real numbers for your calculations, which you obtain from external sources. For example, industry reports you can use University databases, such as MarketLine/Datamonitor, Passport GMID/Euromonitor, IBIS, Mintel, WARC, the business press, annual reports. Avoid re-using the examples discussed in the class and textbook.
- Discuss special considerations and potential problems with the metric in your Business Case (20%). Discuss the potential problems and considerations regarding the metric’s use by the company of your choice. Link the findings from your business case with the information you have from lectures and the textbook or even from external sources to flag specific extra consideration and potential problems or shortcomings of the metric.
Formatting, Data visualization & References (20%). Your assessment 1 submission structure, slides, and data visualization should be of good quality. Wide range of relevant sources expected to be referenced.
- What format? You must submit your PowerPoint presentation deck in a PDF file format to allow for the Turnitin plagiarism check.
The presentation deck should be between of 12~15 slides (excluding title, table of contents, and reference slide). Exceeding the slide maximum limit will be negatively marked. We will deduct 10% per slide you go over.
- Your presentation deck word count should be between 800~1000 words maximum. We will accept +10% words i.e., up to 100 words above the limit. Exceeding the word count beyond the grace of 10% will be negatively marked. You need to write the wordcount (excluding title, table of contents, and reference slide) in the cover page.
For every 10% that the submission exceeds the word limit a penalty of 10% of the total available marks for the assessment task will be incurred. For example, an assessment task that is 0-9% over the word limit attracts no penalty; 10-19% over the word limit attracts a penalty of 10% of the total available marks; 20-29% over the limit attracts a penalty of 20% of the total available marks; until a limit of 60% over the word limit is reached, when the submission will not be marked as it is automatically a fail.
- Hints and Tips
For this Assignment, you will have to read the chapter corresponding to for the allocated metric in the textbook: Marketing metrics: The manager's guide to measuring marketing performance 4th ed.) Also use the information from the lectures on the metric and we recommend you research the usage and application of that metric from reliable online websites, cases and companies.
- Do not only provide a summary of the metric based on what is already covered in the lecture slides and the textbook. You are to avoid re-using the examples discussed in the class and textbook. On the contrary, you need to be aware of plagiarism in this regard. Merely submitting a basic discussion of the metric without any value-added analysis will get you a low/poor grade. A good quality value added submission will integrate findings and impactful insights from various perspectives and applications of the metric from valid and reliable sources.
Since you are provided the purpose of metric, construction/formula, and general considerations in lecture, you should really focus on finding/developing a relevant business case. This should be based on real data, for a real company/brand. Make a good attempt to build a value-added perspective of your metric and how it applies to your business case.
- To explain your metric and build up your case, you may want to refer to library database information (MarketLine/Datamonitor, Passport GMID/ Euromonitor, IBIS, Mintel, WARC), the business press news, academic whitepapers, company annual reports, etc. On LMS, we have provided a list (not exhaustive) of informative online business news websites and resources to get a feel of the local Australian business context.
Be consistent with the use of in-text referencing and end of presentation reference list. Always cite your data resources and factual information.
Do not send assessment drafts prior to submission for feedback to your lecturer. Asking for a draft pre-evaluation would be comparable to asking your Lecturer to pre-evaluate your final exam answers while you are still sitting the exam. For this reason, we cannot respond to pre-evaluation requests. If you are not confident on a particular data outcome, then would advise you to change and focus on another set of data/context/case.
Going substantially over the word count will have a negative impact on the assignment marks. Students need to be careful about using images of text in order to bypass Turnitin word counts as such practices will have a negative impact on assignment marks