GROUP ASSIGNMENT BRIEF
Work in your group to plan a marketing campaign, based on what we learnt in the course, to
change the public’s attitude towards a product, a service, a company, a person, a concept, or
a behavior. There is no limit to your creativity (as long as your campaign is not against the
law).
Note that it will be beneficial for your team if you can contact a real company or organization
in the industry who is in need of a marketing campaign to change the public’s attitude.
They can provide you with practical issues, necessary data of the market and real-life
experiences, which will help you build a better and more practical campaign.
GUIDELINES
Your group will have to narrow down your topic to a specific target audience and a specific
issue. For example, if you want to change consumers’ behaviors and promote a new product
of your own company, you can start by working with your group to:
- Analyze the current industry or market, competitor, and target customers’ behaviors
- Identify the problem or the opportunity
- Develop a marketing campaign to promote the new/existing product to your target
segments
Milestones and Deadlines
Milestone Weight Type of Assessment Deadline
1. Market/Company Research 10% Group Presentation 30 May 2025
2. Marketing Report 14% Group Report 29 June 2025
3. Final Marketing Presentation 6% Group Presentation 22 July 2025
Milestone 1: Market/Company Research
• Each group will present their research findings to the class.
• The presentation must cover Company/Product Introduction, Market Analysis
(problem or opportunity analysis; target customers; competitors), and Objectives of
the marketing plan.
• Slides must be uploaded to EduNext prior to the presentation.
• Feedback will be provided to help refine your approach for the next stage.
• This milestone accounts for 10% of the final course grade.
Milestone 2: Full report submission
Your marketing plan includes (but not limits to):
- Company introduction
- Market, competitor and customer analysis
- Problem or opportunity identification
- Objectives of the marketing plan
- Key channels of communication
- Timeline of key activities
- KPIs (key performance indicators) of the key activities
- Expected budget for each activity
Milestone 3: Final Presentation
• The final presentation will be conducted in English during class.
• Groups will have 20 minutes to present, followed by 10 minutes for Q&A.
• Presentation slides must be submitted in PDF format via EduNext before the session
begins.
• This milestone accounts for 15% of the final course grade.
• Late submission (-10% for each day late without written approval).
Every information used in the report and presentation slides needs to be cited and referenced
correctly, otherwise you will lose marks!
You must use a minimum of 5 references in your report and presentation.
Also, evidence of work must be provided in the Report Appendix.
ASSIGNMENT STRUCTURE (recommended, not compulsory)
1. Cover Page
2. Table of Content (List of Figures and Tables (if any))
3. Content of the Paper
4. Reference list
5. Appendix (if any)
FORMAT
1. Typed and double-spaced
2. Font: Times New Roman, Size: 12
3. Files should be saved as PDF and submitted to EduNext. Otherwise, you will lose
marks!
REFERENCING
1. Papers with incorrect referencing will receive no more than a 6.0 grade
1. Papers with no in-text citations will receive no more than a 4.5 grade.
2. Papers with no reference list at the end of the assignment will receive no more than a
4.5 grade.
4. You must make reference to at least 5 sources.
5. Any Referencing Styles are accepted but be consistent throughout the paper!
6. Footnotes must not be used as a referencing style.
7. Wikipedia is not to be used as a reference.
8. Plagiarism is taken very seriously in this course.
PLAGIARISM
To avoid plagiarism, you should first read and follow while writing paper:
https://www.scribbr.com/category/plagiarism/
https://www.scribbr.co.uk/referencing/harvard-style/
