Instruction for Group report

PRINCIPLES OF MARKETING

Please read this guideline carefully before asking questions. Ask all possible questions in bunch.
Please refrain from asking scattered questions!
Deadlines for asking questions about what to do: before S4

The objectives of this assessment are the following:

1. Have a knowledge about the development or evolution of marketing and at the same time,
build the knowledge about one of the famous brands
2. Try to find the link between materials found and the theory learnt
3. Learn to work in teams
4. Demonstrate good communication skills
5. Ability to conduct secondary research
6. Develop soft skills (refer to the article ‘’What skills are employers looking for in Vietnam’s
workforce?’’, Christian Bodewig 2012): http://blogs.worldbank.org/eastasiapacific/what-
skills-are-employers-looking-for-in-vietnam-s-workforce

Common issues faced by students

1. Not finding the right and adequate data because students only rely on Company website
2. Not searching on the right places (only relying on Google)
3. Not having enough time to do research
4. Relying on few team members to do the research and on leader to put everything together
5. Reluctant to consult the lecturer when group has difficulty in doing the assignment
Dos and Don’ts

DO’S DON’TS
 Start the assignment as early as from  Wait to the last minute to gather
S2 or S3 data and write your section
 Agree on group timeline, enough  Not following the report structure
time to revise in group and challenge (information not well organized)
your teammates’ sections  No consistency and link between
 Experience your product (store visits different sections
are recommended for specialty and  Leader doing everything by himself at
shopping products) the end (no teamwork)
 Use tutorials’ worksheets to help you
 See your lecturer ASAP after seeing
your group or team leader if you still
have problems or challenges about
understanding marketing theories
 Inform your lecturer early on if there
are any issues in the team. If
lecturers only know of this in week 5,
they will not accept any complaints
or peer evaluations

Team leader’s role?

To be a contact point in communications between the team and the lecturer
To coordinate the works among members rather than to be responsible for whole work of the
team.

Deadline
For report outline 48h prior to S4 start
For part 1: by 23:59 the night prior to Session 10, submit your report on E-learning (by team
leader).
The statement of authorship and peer evaluation (with each member's signature) should be
submitted with the report
Presentation: during S12
Report format, scope and structure
 The report is in the essay format, 2000 words limit, not including appendixes
 Scope: VN market only
 Structure
o Summary
o Brief Introduction of the brand (if you want to talk about the history, please talk
about history of entering VN market only)
o Brief description about environment (with focus on competitors, customers)
o STDP (please integrate with theory)
o SWOT (brief only, using grid. More details (if any) should go to appendix)
o Marketing mix (try to use theory to explain why company do that ways)
o Campaigns review (the main part of the report): use theory to explain and see how
campaigns are in lign with company strategy

Part 1. Report
- Brands: Coke and Pepsi cola drink/Dove and Head & Shoulder shampoo/iPhone and Samsung
smartphone
- Tasks
o Time span: from 2000 to 2020
o Do the research on company history, current situation, strategy
o Do the research on marketing mix activities
o Do the research on remarkable campaigns: situation, idea, purpose, facts, evaluation.
o Find at least 2 journal articles about those campaigns

Part 2. Presentation (During S12)

 20 mins in class presentation of your finding and report, including Q&A
 Required PowerPoint or Prezi presentation
 Required at least 2 group members to present
 Required to be ready for presentation, e.g. downloading file to school PC or having
laptop ready (making sure that laptop can connect to in class TV). Maximum 5’ is
allowed for preparation.

Marking Criteria
 Logic structure of the report
 Content, theory
 Efforts put into the research of the campaigns
 Using journal articles evaluating campaign
 Ability to link theories with what have been found in campaigns
 Academic writing, report style including respect to word limit
 Citing and referencing