Overview of Assessment:

CA1: (100%)

Assessment Title & Description: Final Presentation

Task:
● Defend in an oral presentation your idea that you
developed based on the selected principle of sustainable
Development.
● Demonstrate appropriate ethical judgement and
develop an ethical attitude towards people, societies
and systems.
MIMLOs being assessed: 1 - 2- 3 - 4 - 5
Individual/Group: Group
Assessment Weighting: 100%
Issue Date: Week 12
Submission Date: January 2024
(All assignments must be submitted
through Moodle)
Feedback Date: TBA

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Assessment :
Learners are encouraged from the beginning of the module to develop a product or service that are
based on ONE of the 5Ps of Sustainable Development: People, Planet, Peace, Prosperity, Partnership
that will assist the implementation of the Agenda 2030.

In the role of marketing entrepreneurs, learners will need to develop a Marketing Plan for an
innovative/sustainable/environmental product or service of their choice in a growing sustainable
market they have identified and researched.

This project needs to be a feasible idea for the Irish market.

Learners must undertake market research, identify trends and analyse in-depth market findings.
Ensure that your marketing plan is well-researched, realistic, and reflects a deep understanding of
both the sustainable market and the specific needs of the Irish market.

1. Oral Presentation (100%) Week 12

This 20-minute oral presentation will take place in class.
The final presentation should consist of detailed and in-depth analysis of the proposal presented in the
initial presentation.
The aim of this presentation is to promote your innovative idea to a panel of potential investors. As a
guide, you may follow this outline:

1. Introduction of the Product/ Service: Value Proposition (VP) must be emphasized.

a. You must really think in terms of value: what are you offering that is of value to your
customers. It should not be longer than a sentence and meeting the Agenda 2030
b. What solution are you offering?
2.Market Analysis:
What are the estimated opportunities and threats in the marketplace?
You must carry out research and mine information; data, facts, figures that are relevant to
your industry/ marketplace. Use commercial databases in the e-resources of DBS library
(Mintel, WARC, Passport databases) or in industry websites. You must analyse and
demonstrate that there is potential demand for your product in order to be successful.
3.STP - D: Segmenting-Targeting-Positioning-Differentiating - Profile your customers.
a. Your differentiation strategy should be clear. As a new concept, you must offer a new
marketing mix strategy that is ethical, sustainable and innovative.
4.Marketing MIX strategy – 4 or 7 Ps depending on the service dominance
(Product/service, Price strategy, Place/Distribution strategy, Promotion Strategy, Processes
strategy, People strategy, Physical evidence strategy). Students should bring clarity to these
aspects.
Product benefits and attributes, demonstrate how this new idea will achieve the Agenda
2030. What is the USP? Pricing and Distribution Research is essential. Analyse the
competition. What is the market acceptance of your innovative product or service? THE
BENCHMARKING PROCSS.Where will you distribute? How will you market you new idea-

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consider you IMC tools.
Ethical/ Sustainable dimension of the marketing strategy. Being sustainable in values and in
figures is vital. Promote the green aspect of your product without the greenwashing!
1. Physical environment: It might be a strong competitive advantage in your case. You
must demonstrate the visual aspect
2. Process: Sometimes the way of processing your order might become a disruptive
innovation
3. People: The staff you employ might become also the competitive advantage.
4. Marketing Report – Conclusion and Recommendations.

This is a practical marketing entrepreneurial assignment. Stay in the role of innovative and ethical
entrepreneurs at all times. As in the real world, students need to verbally and visually present their
ideas, and be ready for questions from investors.

Important Points to Note for oral presentation

How well you sell your idea is just as important as how good those ideas are. To give your presentation
maximum selling power, consider these five key components:

1. Strategic Precision: The idea must focus on strategy. The presenting team must be able to prove it,
and the strategy should be discussed first, before the big idea is presented.

2. Savvy Psychology: The presentation should be receiver-driven. The idea must meet client’s needs.

3. Slick Presentation: The presentation must be prepared and rehearsed and it should use great visuals
and professional.

4. Structural Persuasion: The presentation should be well structured - clients relate to well organised
thinking. The opening is all-important as it sets the tone for the entire presentation.

5. Solve the Problem: Clients have needs. Solve the client’s problem and you will sell the big idea - and
do it with style.

6. Remain ethical: Make sure your products/services, business ideas and concepts are truly making a
positive contribution in our global society. Take a stakeholder perspective maximizing the positive
impact of your company on society and minimizing the negative impacts.

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What is referencing and why is it necessary?

I prefer to use the Harvard Business link for students who are genuine about referencing.
Referencing is an art and you need to practice it. The more you practice referencing the better
you get at it!

Enjoy Harvard the link from the Baker Library in Harvard Business School. It is called a citation
Guide and not a reference guide. This is the reason why most students do not find the original.
The great advantage is that you get a new copy every year!

Take time to read it; the first 3 pages are essential. It will take only 5 minutes of your time. The
link is also on my Moodle page.

file:///C:/Users/Chaladias/Downloads/HBS_Citation_Guide__2019-20.pdf

General Assessment Submission Requirements for Students:

1. Online assignments must be submitted no later than the stated deadline.

2. Use only footnotes, 12ppt and double lines.
3. Use Calibri as a font
4. Number each page. Student name and number included in the footer or the header
5. Do not hesitate to bring life to your titles.
6. Do not hesitate to illustrate what you need to demonstrate as long as you reference.
7. All relevant provisions of the Assessment Regulations must be complied with.
8. Extensions to assignment submission deadlines will be not be granted, other than in
exceptional circumstances. To apply for an extension please go to
https://students.dbs.ie/dbs-student-services/online-student-forms. Download the PMC
Form and submit it to registrar or post graduate course coordinator.
9. Students are required to retain a copy of each assignment submitted, and the
submission receipt.
10. Assignments that exceed the word count will be penalised.
11. Students are required to refer to the assessment regulations in their Student Guides
and on the Student Website.
12. Dublin Business School penalises students who engage in academic impropriety (i.e.
plagiarism, collusion and/or copying). Please refer to the attached referencing
guidelines for information on correct referencing.

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