Marketing Management - The Chinese University of Hong Kong

) Peer Assessment/Team Evaluation
In order to recognize individual contributions in team activities, and to prevent free-loading problems, team
evaluation results may be used to adjust team grades in calculating the final individual grades – when it become
necessary. You will be asked to complete the peer evaluation form after project presentation.
1. MARKETING PLAN
A central requirement of the course is the “Marketing Plan” team project. It is intended to give you experience in the
design and implementation of a marketing plan. As the term progresses your team will be required to use the skills you
learn in the classroom to successfully complete your plan.
Each team will select/create a new/fictional product or service that they would like to bring to market. This product is
not necessarily new in terms of technology, but should have a new/unique position in the market. You may also
borrow the idea of new product from other countries or internet and develop this idea in HK market but should not
copy its marketing strategy.
The team should become the class experts on the product, the company, and the industry in which it operates. It is
recommend that your team virtually start up a new company and work on the marketing plan for this new product.
Each team then begin by gathering information from any channel we learn from class and form a basis of an
exhaustive environmental analysis leading to identification of opportunities and difficulty for marketing such
particular product or service. From this analysis your team should evolve to a comprehensive marketing plan so the
team can take advantage of the opportunities explored in the earlier part of the activity.
a) Marketing Plan Proposal (6%)
At week 7, each group will be asked to briefly talk about your idea about this marketing plan. (see schedule for detail
date). This presentation will last around 5 minutes only. Only one member is allowed to make the presentation. This
member just needs to use a few slides to briefly present the idea for the new product the group is going to introduce
to the market.
b) Final deliverialbe
The Marketing Plan has two central components. The first, a presentation to your classmates and myself. The second
component is a written report, should detail the specific aspects of your marketing analysis and decisions. The
presentation should cover the highlights of the defined plan. Each of these components is explained in more detail
below.
1. Oral presentation and Q&A (18%)
Oral presentations will run at end of this semester – (see schedule for detail date).
During these presentations, team members will present the highlights of their marketing plan that has been worked
out for the selected product. Teams should take around 15 minutes to present their work and then answer question
from audiences (around 5 minutes). Please control your time, teams that exceed 15 minutes of presentation will be
stopped at the 15-minute mark. Therefore, practicing your presentation is strongly advised. It is suggested that teams
use visual aids such as tables and graphs or PowerPoint, and they should try to avoid reading during the presentation.
Presentations must be professional and you will be graded on how well you articulate and present your ideas. I expect
around 3-4 team members to be involved in the presentation.
2. Written report (10%)
The specific sections of the written report are as follows:
- Executive Summary
- 4C Analysis
1. Analysis of the External Market Environment
2. Customer Analysis
3. Competitor Analysis
4. Company Analysis
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