SimBrand simulation

Strategic Marketing Management

SimBrand simulation

Project learning outcomes

Description
CL02 Perform extensive environmental, customer and competitive analysis using a range of sources and theoretical frameworks
CL03 Compare and contrast different approaches for creating competitive and sustainability market positioning
CL04 Appraise the role of branding, innovation, integrated marketing communications and customer relationships etc. for creating customer value
CL05 Develop innovative marketing strategies for business organizations

Project Overview
This is a Group Marketing Plan Presentation based on the SimBrand simulation and includes an individual component of 10%. This is not conducted at the commencement of the simulation but rather several weeks into it. Therefore the presentation should reflect elements and changes that have occurred during the initial stages (rounds/years) of the simulation. It is therefore recommended that students take this assessment very seriously and start working on it in conjunction with the simulation, as parts will change as the stages of the simulation change elements of the environment.

The purpose of this presentation is to show students ability at synthesis and adaption of information and marketing tools, within a changing and dynamic business environment.
Resources
There are a wide range of resources already available to students to provide both background and direction including the SimBrand Case Description and the SimBrand Marketing Research guide. In addition to these resources which are available in both the simulation resources section and the BbLearn course site, students have the progressive Market Updates within SimBrand itself plus the results and changes from the initial rounds as they make their way through the simulation.

Students are also required to look at the course materials whether that be utilizing the text or PowerPoint summaries that have been provided via the BbLearn course site. In addition there are numerous online resources they can utilize to add to and enhance the quality of their work.
Project Requirements
This presentation needs to be scheduled and completed by all team members during class time before the end of Week 12. All team members must be present, and all team members are to give equal input and effort to the running and quality of the presentation. 70% will be an overall group grade and 30% is given as an individual component. It is estimated the presentation should be approximately 15-20 minutes in length.
Your Team’s Task
Your team is in charge of all marketing decisions for your smart phone company which manifest themselves through the SimBrand Simulation. Over the course of the coming weeks you will not only have to think about your weekly decisions which represent years within the market place, but you need to devise a more long term strategy using the current market data as well as the strategic moves made by competitors.
Your presentation can be broken in to five sections:
A) Background Information
Brand overview – Name and Logo, products, and any other scene setting information you feel you need to provide.
B) Current Situation and Trends
Summaries of relevant background information on the market, competition and microenvironment, and trends therein, including size and growth rates for the overall market and any key segments.
C) Key Issues and Objectives
Identification of the main opportunities and threats to the products that must be dealt with in the coming years, and the relevant strengths and weaknesses of the products. Objectives will set out the goals in terms of sales volume and market share.
D) Marketing Strategies
Summary of the overall strategic approaches that will be used to meet the plans objectives.
E) Action Plans
This specifies for each product or set of products:
• The target to be pursued
• What specific actions will be taken with regard the 4P’s
For additional information on these components students should refer to the Week 9 PowerPoints regarding marketing plans. It is also assumed that students would use Chapter 17 which those PowerPoints are based on from their course text (Mullins, John/ Walker, Orville (2013) Marketing Management: A Strategic Decision-Making Approach (8th ed.) McGraw-Hill ISBN:9780078028793)
Plagiarism
Students are reminded that the following declaration should be included on any written submissions at HCT. When given presentations without any written component, it is assumed you have agreed with the following declaration:
Student Declaration:
This assignment is entirely my own work except where I have duly acknowledged other sources in the text and listed those sources at the end of the assignment; I have not previously submitted this work to the HCT; I understand that I may be orally examined on my submission.

Grading Criteria

Assessment Criteria
Comments and Suggestions for Improvement
Knowledge & Understanding:

• Knowledge of the object of study and its appropriate academic field
• Understanding of key concepts

Use of Sources of Evidence:

• Knowledge and use of an appropriate range of sources
• Use of evidence in making an argument

Analysis:

• Competence in analysis through the application of appropriate methods, concepts and theory
• Evaluative and critical reflection on analysis

Structure of Argument:

• Development of clear, logical and structured argument (including introduction, synthesis of ideas and evidence and conclusion)

Scholarly Conventions:

• Compliance with citations and referencing conventions, including bibliography

General Comments:

Marker Grade Date

Criterion A B C D Fail

A A- B+ B B- C+ C C- D+ D
Structure:
Organisation, logical order of material, clearly defined communication goals

Direction and structure clearly defined, well organised
throughout, logical use of
materials that aids audience comprehension and interest Apparent communication goals, mostly well organised, generally
successful use of materials and
information Evidence of some communication goals and of organisation.
Inappropriate or unsuccessful Some attempt at structure and organisation but inappropriate or unsuccessful on the whole No structure or organisation
Content:
Comprehensiveness, relevance, coherence, Use of illustrative material, originality, accuracy, imaginative, creative

Relevant, comprehensive, factually accurate, coherent, excellent and creative use of illustrative material appropriate to medium and/or audience. Mostly relevant, reasonably comprehensive, good understanding of subject matter, good use of illustrative material appropriate to medium and/or audience. Generally relevant, sufficient understanding of subject matter, lacks focus, some inaccuracies,illustrative material used but inappropriately to medium and/or audience. Some understanding of subject, some
irrelevancies,
generally not focused,
inaccurate, occasional use of illustrative material but not always appropriate to medium and/or audience No understanding demonstrated, inaccurate throughout, totally unfocussed, inappropriate use of illustrative material.
Delivery and presentation: Pace, audibility, audience targeting, ability to hold audience attention, professionalism, understanding of medium.

Audience clearly identified and catered for, appropriate use of medium, interesting, clear
communication, well-paced,
Demonstrates a high level of professional competence. Audience identified and, generally, catered for, generally appropriate use of medium, well communicated, good pace, demonstrates a good level of professional competence. Reasonable attempt at identifying audience, some evidence of an appropriate use of medium, basically clear, paced, demonstrates a satisfactory level of competence. Some attempt at identifying audience, inappropriate use of medium, some clarity, pace not always well judged, demonstrates some competence. No audience identified, unclear, no pace, chaotic, no ability or competence demonstrated.
Technical expertise:
Appropriate use of medium, understanding of professional practices, proficiency.

Technically sophisticated, demonstrating a high level of proficiency and an understanding of professional practices. Technically sound, demonstrating a good level of proficiency and understanding of professional practices. Technically satisfactory, demonstrating a general level ofproficiency and understanding of professional practices. Technically unsophisticated, demonstrating a basiclevel of proficiency and understanding of professional practices.
Technically inept, no understanding of medium or professional practices.
Teamwork:
Ability to operate as a team.

Very well co-ordinated with equitable distribution of work load and clear unity of purpose. Generally well-co-ordinated and work distributed reasonably equitably. Generally demonstrates unified purpose. Evidence of co-ordination and work distribution – but suggestions of unequal workloads. Slight lack of unity of purpose. Some evidence of coordination but inequitable distribution of work load. Unity of purpose unclear. Badly co-ordinated, no team focus, no unity of purpose.

GRADE DESCRIPTORS

Grade A: Excellent
Overall, a very impressive and excellent piece of work. Includes the majority of the following features:
• Demonstrates an understanding of the task which may be beyond what is expected, but which is always relevant.
• Original perspective on the problems in question. Contextualization of sources and viewpoints and comprehensive evaluation of contributions. Insightful application of relevant theories in addressing the issues/questions.
• Use of wide range of relevant sources, which are integrated and critically evaluated.
• Well-structured and organized with a clearly developed line of reasoning. Appropriate length.
• Referencing follows consistent academic conventions with all references fully and accurately cited.
• Clear, articulate style with accurate spelling, word choice and grammar. Target band level surpassed by 1.0

Grade B: Good
Overall, a good and commendable piece of work. Includes the majority of the following features:
• Demonstrates sound understanding of the task. Presentation of points and arguments generally relevant to the question.
• Sustained commentary on evidence and materials used. Inclusion of appropriate critical perspective. Use of theoretical models in a relevant way to address the issues/questions.
• Sound understanding of main sources of literature, well summarized and used in a critical and relevant way.
• Clear structure and presentation. Control of length.
• Generally consistent and accurate referencing.
• Generally accurate spelling, word choice and grammar. Target band level surpassed by 0.5.

Grade C: Satisfactory
Overall, a satisfactory piece of work. Includes the majority of the following features:
• Understands main point of the task. Most points and arguments presented are relevant to the question.
• Adequate commentary on evidence and materials used. Some evidence of critical awareness. Use and understanding of theoretical models, but in a fairly pedestrian way.
• Adequate range of source material consulted. Clear understanding of the literature used.
• Good structure and presentation, minor problems in organization do not impede communication. Control of length
• Generally consistent referencing.
• Comprehensible spelling, word choice and grammar, inaccuracies do not impede meaning. Target band level achieved.

Grade D: Marginal Pass
Overall, a bare pass. Includes the majority of the following features:
• Understanding of basic concepts and effort made to relate them to the question.
• Argument mainly descriptive points and/or points which requires greater substantiation. More development of ideas needed to sustain an argument. Identification of main issues, but little critical awareness.
• Some evidence of reading and understanding of the literature, but range and /or relevance very limited.
• Attempt made at coherent presentation, but ideas not well integrated. Length may be considerably off target.
• Some attempt at consistent referencing.
• Comprehensible spelling, word choice and grammar, although inaccuracies may sometimes impede meaning. Below the target band level.

Grade F: Failure
Overall, a very poor piece of work. Includes the majority of the following features:
• Inadequate or misunderstanding of task. Purely descriptive account with little or no analysis.
• Irrelevant comments and/or assertions, which are not supported by meaningful evidence. Little evidence of integration of various sources to sustain an argument. Lack of any critical or appreciative framework.
• Few relevant sources used and/or little use of literature.
• Unstructured presentation and/or lack of coherence, which impedes understanding. Length problematic.
• Little or no attempt at consistent referencing.
• Major inaccuracies in grammar, word choice and spelling. Well below the prescribed proficiency IELTS.

This is a Group Marketing Plan Presentation based on the SimBrand simulation and includes an individual component of 10%. This is not conducted at the commencement of the simulation but rather several weeks into it. presentation should reflect elements and changes that have occurred during the initial stages (rounds/years) of the simulation. It is therefore recommended that students take this assessment very seriously and start working on it in conjunction with the simulation, as parts will change as the stages of the simulation change elements of the environment….
our team is in charge of all marketing decisions for your smart phone company which manifest themselves through the SimBrand Simulation. Over the course of the coming weeks you will not only have to think about your weekly decisions which represent years within the market place, but you need to devise a more long term strategy using the current market data as well as the strategic moves made by competitors.
details will be attached
. To enter the website of the SimBrand simulation please use the link : https://sim.cesim.com/