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Assessment 2: Learning portfolio (40%)

11 Feb

Assessment 2: Learning portfolio (40%)

 

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  • Assessment 2
Learning portfolio (40%)
  Overview

This assessment has two parts. The first part aims to raise awareness of how buyer behaviour influences brand activity not only in the local market but also on a global platform. This brings into context the importance of culture so as to meet consumer expectations.

The second part builds on the importance of culture and allows further investigation. It then develops your reflective skills with specific reference to how your team worked together to develop your conceptual map. The majority of units undertaken in your degree will involve working with fellow students and therefore it important to reflect on your own skills and how this might balance out with the skills of others.

Both parts should be submitted via the Turnitin link in vUWS. Part A (15%) is due in Week 7 and Part B (25%) is due in Week 10Part B can be collected from SGSM after the exam.

 

 

 

 

 

Details

Many international brands follow a “glocal” strategy, that is, using a consistent marketing message but adapting it to local consumer markets. For example, McDonalds uses the same imagery (red and yellow colours, logo, and service standards) and core product (fast food) at all its store locations, but it then makes further adjustments to effectively communicate the brand to the local market.  Examples of this can be found via these links:

For example videos to be played u have to press control and left click the blue high lighted matter in the below table you will get a youtube video link open for each(for your information I wrote this line bro)

Australia McDonalds – McOz Britons – Australian Ad 1999
USA AD McDonald’s good morning STL USA.
India McDonald’s™ India | Kuch Pal Offline- Birthday | TVC 2015
China McDonalds Ad – Chinese New Year 2011

From the Health & Beauty section from a Woolworths or Coles Supermarket (Name Store and Location) select an international product brand (eg: Oral B, Sunsilk, Disprin, Dove, Colgate Palmolive, L’Oreal ,etc) that follows a glocal marketing strategy. View 4 of their ads from around the world (Australia + 3 other countries) and do some research on their promotional campaigns.  

Note: Make sure you include the ad links in your assignment

Part A – Due: Week 7 (800 words excluding references)

a.       Name of the brand, and briefly summarise the campaign(s) you are analyzing in preparation for Part B of the assessment. Consider the target customer, segmentation, targeting and positioning of the product as well as the message This section should be approximately 300 words.

b.       Discuss the cross-cultural aspects that are evident in the ads for your chosen brand and why you think these have been used.  For example, does the music, imagery, wording differ between the ads as a way to reach the targeted culture?  Conversely are there also similarities in the ads?  For example, the tag line and the actual product being promoted.

 

 

  • Marking criteria and standards – Part A (15%)
CRITERIA STANDARDS
PART A

Brand

Selection:

 

Minimal explanation for choice of ‘glocal’ brand with unclear evidence of a wide variety of different campaigns Some explanation for choice of ‘glocal’ brand with limited  evidence of a wide variety of different campaigns Adequate explanation for choice of ‘glocal’ brand with good evidence of a wide variety of different campaigns Good explanation for choice of ‘glocal’ brand with clear evidence of a wide variety of different campaigns Excellent explanation for choice of ‘glocal’ brand with excellent evidence of a wide variety of different campaigns
1 2 3 4 5
BRAND

Campaign Summary

 

Did not adequately describe and evaluate the selected brand campaigns. Mostly just descriptive. Basic review and evaluation of the selected brand campaigns. Considered basic IMC and behaviour. Good review and evaluation of the selected brand campaigns. Considers Customer Segmentation, IMC strategy and Buyer behaviour. Strong review and evaluation of the selected campaigns. Considers asides from the marketing goals, indicate some level of relevant buyer theory and concepts. Excellent review and evaluation of the campaigns. Considers asides from the marketing goals, applies thought in relation to relevant buyer theory and concepts.
1 2 3 4 5
  Expectations not met Meets expectations Exceeds expectations
Articulate an appropriate framework to develop greater cultural awareness in the Business discipline environment

(CLO 5.2)

Does not explain aspects of a cultural context that may develop greater cultural awareness in the Business discipline environment. Explains clearly an appropriate cross-cultural context to develop greater cultural awareness in the Business discipline environment. Analyses or utilises a cross-cultural context to provide insight into complex Business scenarios within the discipline
  0-1 1.5 2 2.5
Propose a course of action, appropriate to the discipline, to resolve issues that derive from cultural diversity

(CLO 5.3)

Does not formulate a course of action, appropriate to the discipline, to resolve issues that derive from cultural diversity Generates a comprehensive course of action, appropriate to the discipline, to resolve issues  that derive from cultural diversity

Provides clear justification for the proposed course of action.

Provides compelling justification for a comprehensive course of action,  appropriate to the discipline, to resolve issues that derive from cultural diversity

 

  0-1 1.5 2 2.5

 

 

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Part B – Due: Week 10 (1,500 words excluding references)

  1. Which additional twobuyer behaviour theories (excluding culture) are the dominant aspects of the brand’s campaign? Discuss and explain your reasoning for this, with examples.
  2. Reflecting on how your team worked together to construct your conceptual map in Assessment 1, write a summary of how ‘well’ you think the group worked together.  This should include aspects such as how each member contributed and shared ideas, the quality of the work produced with regard to the group document, combination of skills and knowledge necessary to complete the task and if there were challenges that needed to be overcome.  This should notbe a summary of how many meetings were held, how tasks were allocated or how ‘well’ everyone got on with each other.  This section should be approximately 400 words.

Hint: Reports that only make reference to your textbook, or other similar texts, will not be deemed adequate. Acceptable academic and recognised business / trade literature from the list of journals provided should be used.

Portfolio format The format is flexible however it is recommended that Arial 12pt be used for the text content.

 

You should give careful attention to presentation and the use of appropriate academic essay style and format. In particular, you should cite your references fully using the Harvard reference/citation format. Failure to properly reference and cite all directly quoted or paraphrased sources may be considered academic misconduct.

The assignment is due in Week 7 (Part A) and Week 10 (Part B). In the interests of being fair to all students, late assignments will be penalised by 10 per cent per day unless you have applied for special consideration, and that application is considered acceptable. Applications for extensions must be made before the submission date, and will only be granted in exceptional circumstances.

Note: Since most of us suffer from constant pressure of work, submitting consideration based on “work pressure” would not be considered an “exceptional circumstance”.

 

  • Marking criteria and standards – Part B (25%)
CRITERIA STANDARDS
PART B

Theory choice 1

Unclear choice of theory with little connection to campaign, including the ‘glocal’ perspective Standard choice of theory but only superficial explanation, including the ‘glocal’ perspective Acceptable choice of theory with good explanation within campaign in most places, including the ‘glocal’ perspective Good choice of theory, with good explanation within campaign beyond superficial level, including the ‘glocal’ perspective Uses theory clearly, and with excellent explanation within the campaign, including the ‘glocal’ perspective
1-2 3-4 5-6 7-8 9-10
Theory Choice 2 Unclear choice of theory with little connection to campaign, including the ‘glocal’ perspective Standard choice of theory but only superficial explanation, including the ‘glocal’ perspective Acceptable choice of theory with good explanation within campaign in most places, including the ‘glocal’ perspective Good choice of theory, with good explanation within campaign beyond superficial level, including the ‘glocal’ perspective Uses theory clearly, and with excellent explanation within the campaign, including the ‘glocal’ perspective
1-2 3-4 5-6 7-8 9-10
  Expectations not met Meets expectations Exceeds expectations
Analyse and evaluate own and others’ strengths and development needs

(CLO 2.1)

Describes own and others’ roles and contributions to teamwork, including some strengths and weaknesses. Analyses and evaluates own and others’ roles and contributions to teamwork, including strengths and weaknesses, as well as some issues encountered and how they were addressed. Insightfully analyses and evaluates own and others’ roles and contributions, identifying strengths and weaknesses, any issues encountered and how they were addressed.

 

0-1 1.5 2 2.5

 

 
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Posted by on February 11, 2017 in academic writing, Academic Writing

 

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