Tutorial Outline

STUDENTS’ COPY
AB1501 MARKETING TUTORIAL Semester 1, 2021/2022 (Aug 2021 to Nov 2021)

TUTORIAL 01 (Teaching Week 02): Introduction
Documents required:
1. Course outline.
2. Continuous assessment document.
3. Team ground rules contract form and list.
Submission required:
1. The completed declaration of academic integrity form to be completed on AB1501
NTULearn lecture page.
No unofficial switching of tutorial class group
No unofficial switching of your tutorial class group is allowed. Please do not approach your
tutor, as individual tutors do not have the authority to allow for switching of tutorial class
group. All subject registrations have to go through a computerised system managed by the
Undergraduate Programmes Office (UPO).
Make-up classes for public holidays and scheduled school events
It is advisable for your tutor to work with the class to find the free common time slots, if
possible, for any make-up tutorial that is required.
1. Students’ Union Day
a. 3 Sep 2021 (Fri)
b. No classes for UG programmes from 1030 to 1430 hours.
Introduction and forming of teams
To facilitate communication, it will be useful to exchange contact information (phone, email

address with each other) between team members. It is important that professionalism must
be exercised and that such information must not be abused. Having a class representative
can be helpful. Anyone can volunteer himself/herself or be appointed by your tutor.
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You will be allocated into one of 6 teams consisting of 4-5 team members (assuming
maximum class size). Each team is to complete two graded team assignments. Your tutor
will go through the requirements of the oral presentations, the slide deck reports, and the
individual reflection journal (part 1 and 2). Your tutor will also set his or her own ground
rules for any in-class participation and behaviour.
As much of the work for the semester is done on a team basis, your team is to discuss and
fill up the Team Ground Rules Contract Form. Each team member is obliged to stick to
the rules that your team has come up with after your discussion. Your tutor will facilitate
the process by going around to each team by using breakout groups in during the Zoom
session. Upload the form to Google Doc for collaboration during your discussion. An
alternative is to the collaborative function in Office 365 or Dropbox.
You can refer to the resources provided to assist you in your discussion. Here are some
examples of resources about forming effective teams:
 Massachusetts Institute of Technology. The basics of working on teams. Retrieved
from http://hrweb.mit.edu/learning-development/learning-topics/teams/articles/
basics
 University of Waterloo. Teamwork skills: Being an effective group member. Retrieved
from https://uwaterloo.ca/centre-for-teaching-excellence/teaching-resources/
teaching-tips/tips-students/being-part-team/teamwork-skills-being-effective-group-
member
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TUTORIAL 02 (Teaching Week 03): Analysing the Marketing Landscape
1. The completed team ground rules contract form (one copy per team):
a. Email your contract form to your respective tutor.
2. The presentation slide deck for the tutorial question is to be submitted to the respective
forum thread on the NTULearn page of your tutorial class group using a shared link. 1
Tutorial Question
1. Third-party platforms that match consumers to providers of different sorts of services

are proliferating here in Singapore. One such platform is Homage (homage.sg).
Homage is an online platform that provides on-demand caregiving services by trained
nursing and homecare experts to the elderly in Singapore.
Does your team think that Homage will be successful here in Singapore based on your
comprehensive analysis of the marketing environment? Please provide evidence for
your team’s assertions and cite the appropriate references. You can refer to the
following resources for more information to start your research and you are not limited
to these resources in your analysis:
I. Tang, L. (2018, August 19). The Big Read: Strides made in eldercare, but
concerns arise over affordability and lack of information. TODAY Online.
Retrieved from https://www.todayonline.com/singapore/big-read-strides-made-
eldercare-concerns-arise-over-affordability-and-lack-information
II. Money Smart. (2018, July 13). Elderly Care in Singapore – Cost Guide to Your
Options. Retrieved from https://blog.moneysmart.sg/healthcare/elderly-care-
singapore-cost-guide-options/
III. Department of Statistics Singapore and other government agencies
1
Instructions on how to create shared links that have view-only access for Dropbox, Google Drive, and One Drive
1. https://help.dropbox.com/files-folders/share/view-only-access
2. https://support.google.com/drive/answer/2494822?co=GENIE.Platform%3DDesktop&hl=en (remember to
choose “viewer” for view-only access)
3. https://support.microsoft.com/en-us/office/share-onedrive-files-and-folders-9fcc2f7d-de0c-4cec-93b0-
a82024800c07 (disable “allow editing” for view-only access)
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IV. Some online databases and periodicals on the NTU library that can be used (
https://libguides.ntu.edu.sg/az.php?s=153997):
A. ABI/Inform Complete
B. Factiva
C. The Straits Times
D. The Business Times
E. Passport (Euromonitor)
F.
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TUTORIAL 03 (Teaching Week 04): Customer-Driven Marketing Strategy
Review the following case video on AB1501 NTULearn lecture page:

1. Case study: agape Little Uni.: Children are Our Future (available on NTULearn)
1. Submit team objectives, team task deliverables, and team milestones by this week.
a. Email the project plan to your respective tutor.
forum thread on the NTULearn page of your tutorial class group using a shared link.
Tutorial Question
4. Your team is tasked to review the case study video “agape Little Uni.: Children are our
future”:
1.1. Based on your research and the case information about the early childhood
industry:
a. What are all the possible segmentation variables for agape Little Uni. to
use to segment this market? Please elaborate on why you think these
variables are suitable to segment the early childhood industry.
b. From the whole list of possible segmentation variables identified by your
team, what is the optimal choice of segmentation variable(s) for agape Little
Uni. to use to segment the Singapore market? Please elaborate on your
stand.
c. What targeting strategy should agape Little Uni. use in the Singapore
market?
d. Based on your recommended segmentation variables, which segment(s)
should agape Little Uni. target?
1.2. Based on your review of the case and publicly information like agape's website
and social media pages:
a. What are agape Little Uni.'s current positioning and differentiation?
b. Are agape Little Uni.'s current positioning and differentiation appropriate
for the target segment(s) that you have chosen? Please elaborate on your
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stand. If your stand is that the current positioning and/or differentiation are
not appropriate, what can agape Little Uni. do to match the needs and wants
of your chosen target segment(s)?
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TUTORIAL 04 (Teaching Week 05): Product
Review the following case video on AB1501 NTULearn lecture page:

1. Company Case: R.E. Tech
1. Submit individual reflection journal part 1 to the appropriate Turnitin folder for plagiarism
check.***
Tutorial Question
1. Refer to the R.E. Tech case. Your team has been assigned to help Mr. Chan with the
design of the new vending machine to distribute fresh salads in Singapore. Your team
should be prepared to explain your rationale of your design based on the information given
or additional research that you might have done.
*** In line with the new policies to encourage academic integrity, you are to ensure
that the appropriate references are given. In addition, you should clearly state in
your paper the sources of any copyrighted information / image you have used.
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TUTORIAL 05 (Teaching Week 06): Proposal “Presentations” and Q&A Discussion
Refer to the Course Outline and Continuous Assessment document for more information
about the requirements and grading criteria of the presentations.
1. The proposal slide deck report is to be be submitted to the respective forum thread on
the NTULearn page of your tutorial class group using a shared link.***
2. The video for the proposal presentation is to be submitted to the respective forum
thread on the NTULearn page of your tutorial class group using a shared link.
Proposal Presentations
Your team will be given 10 minutes for the recorded oral presentation of your proposal
presentation. All the team members of your team are to present in the recorded video.
Team members can record their parts separately, but the uploaded video files are to be
named appropriately to indicate the correct viewing order of the files. Note that the
recorded video should show the slides and you. You can do such a recording in Zoom.
All teams must also hand in a softcopy of the presentation slides before tutorial class
starts this week.
After reviewing the video and slide deck report, your tutor and your peers will pose
questions to your team through a discussion forum in the next one week. Your team will be
graded based on the quality of the presentation and the responses to your tutor’s and
peers’ questions related to your own proposal presentation/report.
All students are to participate in the question and answer discussion forum that is to be set
up by your respective tutors. You can post comments or questions for the other teams that
have presented. Minimally, you need to post comments and/or questions for one other
proposal presentation.
When participating in the forum, please be civil and keep on the topic. Please read the
previous postings first and respond to those accordingly. This will help avoid too much
repetition of the same points and questions. Whenever possible, you should provide
references and links to support your discussion points.
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*** In line with the new policies to encourage academic integrity, your team to
ensure that the appropriate references are given. In addition, your team should
clearly state on your slides the sources of any copyrighted information / image you
have used.
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TUTORIAL 06 (Teaching Week 07): Proposal Feedback from Tutor
1. Peer evaluation is to be completed by this week for the proposal. The peer evaluation
will be collected on the Eureka platform. Please note that if you do not complete your
peer evaluation, you will not be assigned a grade for the team assignment.
In order to support your learning and to guide you for your marketing plan, please arrange
a mandatory 15-minute meeting with your tutor. Qualitative feedback will be given on your
proposed idea and the session will also allow you to ask questions to clarify your tutor’s
expectations. Take the feedback for your own proposal seriously, as the feedback will be
useful for your assessed marketing plan (slide deck report & presentation) later in the
semester. Take note that participation during this session with your tutor will be treated as
part of your participation score. Hence, attendance of all members in the team are
required. Quantitative formative feedback on your individual performance will be provided
on Eureka by Teaching Week 08. Please take note that these quantitative scores are
unmoderated. Moreover, please take the peer evaluation seriously to give your peers
feedback on what they have done well so far and what can be improved.
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TUTORIAL 07 (Teaching Week 08): Price
Tutorial Questions
1. Nintendo launched the Super Mario Run app for the mobile phone in December 2016. It
is priced at 9.99 USD for full access to all the content. The free version is a demo for
interested gamers to try some of the content. At launch, it is only available on the
iPhone and not Android-based phones. It has also launched Fire Emblem Heroes and
Animal Crossing: Pocket Camp that are free to download and offer some optional in-app
purchases (i.e., freemium model). Nintendo intends to launch more gaming apps (both
on iPhone and Android-based phones) to leverage on its other intellectual properties.
What considerations should Nintendo take into account when pricing these new game
apps?
2. The COVID-19 pandemic has led to food and beverage (F&B) outlets to be more reliant
on delivery platforms. However, the food delivery fees charged by the big-three
platforms (i.e., Grabfood, Foodpanda, Deliveroo) are very high (see The Straits Times
article). What can F&B outlets do to mitigate the potentially high costs of doing delivery
to the end-consumers? Consider the pros and cons of your recommendations.
Tan, H. Y. (2020, April 17). Food delivery fees in spotlight. The Straits Times. Retrieved
from http://www.straitstimes.com.remotexs.ntu.edu.sg/singapore/food-delivery-fees-
in-spotlight
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TUTORIAL 08 (Teaching Week 09): Place and Promotion
Tutorial Questions
1. Organic food is increasingly popular with Singapore consumers today. Mr. Chua has a
farm growing organic navel oranges in China. He intends to import these organic navel
oranges to Singapore. As his marketing team, please help Mr. Chua decide on the
appropriate channel(s) of distribution to reach out to Singapore consumers. Please
justify your choice(s).
2. Assume that you are the marketing department in a medium-sized furniture retailer that
has 5 small retail stores in various HDB housing estates around Singapore. Your team
is to come up with an integrated marketing communication (IMC) program to
promote your line of furniture and present your IMC program to your company’s director.
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TUTORIAL 09 (Teaching Week 10): Tech in Marketing
2. The marketing plan slide deck report is to be submitted to the respective forum thread
on the NTULearn page of your tutorial class group using a shared link.***
Tutorial Question
3. Hotels are increasingly using more automation and "smart" technologies in their
operations. Refer to the following videos for a few examples:
South China Morning Post. (2019, January 15). China’s Alibaba opens ‘hotel of the
future’ with automated check-in, biometrics and voice-control. Retrieved from
https://www.youtube.com/watch?v=vBC2H9Ahrsg
CBS This Morning. (2018, March 26). "Smart" hotels come with privacy concerns for
travelers. Retrieved from https://www.youtube.com/watch?v=o5UxXN08Kfo
CNET.com. (2019, January 23). Robot Hotel lays off half of its robotic workforce.
Retrieved from https://www.cnet.com/videos/robot-hotel-lays-off-half-of-its-robotic-
workforce/
What are the advantages and disadvantages of using such automation and "smart"
technologies for hotels?
*** In line with the new policies to encourage academic integrity, your team to
ensure that the appropriate references are given. In addition, your team should
clearly state on your slides the sources of any copyrighted information / image you
have used.
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TUTORIAL 10 (Teaching Week 11) to TUTORIAL 11 (Teaching Week 12): Marketing
Plan “Presentations” and Q&A Discussion
1. The presentation video is to be be submitted to the respective forum thread on the
NTULearn page of your tutorial class group using a shared link.
Marketing Plan Presentations
Your team (if scheduled to present) will be given 30 minutes for the recorded oral
presentation of your marketing plan. All the team members of your team are to present in
the recorded video. Team members can record their parts separately, but the uploaded
video files are to be named appropriately to indicate the correct viewing order of the files.
Note that the recorded video should show the slides and you. You can do such a
recording in Zoom.
After reviewing the video and slide deck report, your tutor and your peers will pose
questions to your team through a discussion forum in the next two weeks. Your team will
be graded based on the quality of the presentation and the responses to your tutor’s and
peers’ questions related to your own marketing plan presentation/report.
All students are to participate in the question and answer discussion forum that is to be set
up by your respective tutors. You can post comments or questions for the other teams that
have presented. Minimally, you need to post comments and/or questions for one other
marketing plan presentation.
When participating in the forum, please be civil and keep on the topic. Please read the
previous postings first and respond to those accordingly. This will help avoid too much
repetition of the same points and questions. Whenever possible, you should provide
references and links to support your discussion points.
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TUTORIAL 12 (Teaching Week 13): Wrapping Up
1. Submit individual reflection journal part 2 to respective turnitin folder for plagiarism
check.***
2. Peer evaluation is to be completed by this week for the marketing plan. The peer
evaluation will be collected on the Eureka platform. Please note that if you do not
complete your peer evaluation, you will not be assigned a grade for the team
assignment.
1. To wrap up the course, your team is to come up with 2 key learning points for each
aspect of the customer-driven marketing strategy:
a. Segmentation and Targeting
b. Positioning and Differentiation
c. Product
d. Price
e. Place
f. Promotion
Teams will be randomly selected to present your key learning points for each aspect.
Your team is to support your points using examples from the tutorials/presentations
and other resources. The class will then discuss these key learning points together.
*** In line with the new policies to encourage academic integrity, you are to ensure
that the appropriate references are given. In addition, you should clearly state in
your paper the sources of any copyrighted information / image you have used.
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STUDENTS’ COPY

AB1501 MARKETING TUTORIAL Semester 1, 2021/2022 (Aug 2021 to Nov 2021)

No unofficial switching of tutorial class group

Make-up classes for public holidays and scheduled school events

Introduction and forming of teams

To facilitate communication, it will be useful to exchange contact information (phone, email

AB1501 MARKETING TUTORIAL Semester 1, 2021/2022 (Aug 2021 to Nov 2021)

AB1501 MARKETING TUTORIAL Semester 1, 2021/2022 (Aug 2021 to Nov 2021)

1. Third-party platforms that match consumers to providers of different sorts of services

AB1501 MARKETING TUTORIAL Semester 1, 2021/2022 (Aug 2021 to Nov 2021)

AB1501 MARKETING TUTORIAL Semester 1, 2021/2022 (Aug 2021 to Nov 2021)

Review the following case video on AB1501 NTULearn lecture page:

AB1501 MARKETING TUTORIAL Semester 1, 2021/2022 (Aug 2021 to Nov 2021)

AB1501 MARKETING TUTORIAL Semester 1, 2021/2022 (Aug 2021 to Nov 2021)

Review the following case video on AB1501 NTULearn lecture page:

AB1501 MARKETING TUTORIAL Semester 1, 2021/2022 (Aug 2021 to Nov 2021)

AB1501 MARKETING TUTORIAL Semester 1, 2021/2022 (Aug 2021 to Nov 2021)

AB1501 MARKETING TUTORIAL Semester 1, 2021/2022 (Aug 2021 to Nov 2021)

TUTORIAL 06 (Teaching Week 07): Proposal Feedback from Tutor

AB1501 MARKETING TUTORIAL Semester 1, 2021/2022 (Aug 2021 to Nov 2021)

AB1501 MARKETING TUTORIAL Semester 1, 2021/2022 (Aug 2021 to Nov 2021)

AB1501 MARKETING TUTORIAL Semester 1, 2021/2022 (Aug 2021 to Nov 2021)

AB1501 MARKETING TUTORIAL Semester 1, 2021/2022 (Aug 2021 to Nov 2021)

Marketing Plan Presentations

AB1501 MARKETING TUTORIAL Semester 1, 2021/2022 (Aug 2021 to Nov 2021)

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