Major Project Brief
School of Marketing
Australian School of Business
MAJOR PROJECT BRIEF
MARK 1012: Marketing Fundamentals Session 2, 2012
Major Project Brief – SESSION 2, 2012
Marketing Fundamentals MARK1012
Background:
The sole purpose of the Major Project is to help foster your understanding of marketing. It is a group assessment task that would mostly involve serious desk research and accounts for 25% of your course grade. You are NOT permitted to contact the company or its executives in any way whatsoever! However, if deemed appropriate and necessary, you may conduct some small scale field research in the form of consumer surveys. Please make sure to consult your tutor/lecturer if you decide to conduct such surveys. To learn the skills of desk research, you should refer to ELISE: http://info.library.unsw.edu.au/skills/elise.html). The report requires you to apply various marketing concepts, principles and theories that you are learning from your lectures, readings and tutorials. If in your report you refer to any specific theories, concepts or deliberations to support your ideas, the source(s) must be properly referenced in the text and included in the Reference list at the end of the report. Please do not present other peoples’ ideas as your own; do not copy materials from books, journals or Internet without properly acknowledging the source (s); it will be assessed as plagiarism and you WOULD be heavily penalized. Please use the Harvard Style Reference System which is available on http://wwwdocs.fce.unsw.edu.au/fce/EDU/harvard_ref_guide.pdf The main objective of the report is getting to know and understand a product and its existing/potential market and write a comprehensive report which may be used as an input towards the development of a marketing plan (by someone else; NOT you). This exercise also emphasises what is also known as experiential
Australian School of Business
MAJOR PROJECT BRIEF
MARK 1012: Marketing Fundamentals Session 2, 2012
Major Project Brief – SESSION 2, 2012
Marketing Fundamentals MARK1012
Background:
The sole purpose of the Major Project is to help foster your understanding of marketing. It is a group assessment task that would mostly involve serious desk research and accounts for 25% of your course grade. You are NOT permitted to contact the company or its executives in any way whatsoever! However, if deemed appropriate and necessary, you may conduct some small scale field research in the form of consumer surveys. Please make sure to consult your tutor/lecturer if you decide to conduct such surveys. To learn the skills of desk research, you should refer to ELISE: http://info.library.unsw.edu.au/skills/elise.html). The report requires you to apply various marketing concepts, principles and theories that you are learning from your lectures, readings and tutorials. If in your report you refer to any specific theories, concepts or deliberations to support your ideas, the source(s) must be properly referenced in the text and included in the Reference list at the end of the report. Please do not present other peoples’ ideas as your own; do not copy materials from books, journals or Internet without properly acknowledging the source (s); it will be assessed as plagiarism and you WOULD be heavily penalized. Please use the Harvard Style Reference System which is available on http://wwwdocs.fce.unsw.edu.au/fce/EDU/harvard_ref_guide.pdf The main objective of the report is getting to know and understand a product and its existing/potential market and write a comprehensive report which may be used as an input towards the development of a marketing plan (by someone else; NOT you). This exercise also emphasises what is also known as experiential