Reference no: EM133517916

Digital Marketing and Competitive Advantage

Assessment - Consulting Project

Assessment - In-class Group Case Study and Presentation

Your Task

• Form a group of four or five people by the end of the Week 9 class
• If you cannot form a complete group, your instructor will place you into a group after the Week 9 class
• Your group does not need to meet or coordinate in the lead-up to Week 10; there is no expectation that your group will have done any specific preparation for this assessment
• This task is open-book
• At the beginning of class on Week 10, your group will be given a case study containing data on A/B testing and multivariate testing (Topics 7 and 8) done on your client's marketing assets
• During the first half of the Week 10 class, your group will have 90 minutes to read the case study and write one A4 page of recommendations on how your client should proceed, based on your analysis of the data
• During the second half of the Week 10 class, each group will prepare and present a short presentation of 5 minutes to your instructor (who will be acting as your client) summarising your recommendations on attracting customers (Topic 5) and pricing (Topic 9)
• There will also be a peer-review component for this assessment, to ev0aluate the contributions made by fellow group members

Assessment Description

• Analysis of a case study provided at the beginning of Week 10 class
• A group written submission of one A4 page with recommendations based on the case study
• A group oral presentation of 5 minutes summarising the recommendations being made; each member of the group is expected to speak for about one minute on some aspect of the recommendations being given

One A4 page of recommendations (90 minutes)

• Your lecturer will email the case study to each group
• After 90 minutes, each group should have one member submit one A4 page of recommendations to Turnitin on MyKBS. It is fine to use bullet points to list the recommendations.

• The bullet points should:
o Summarise the insights gained from your analysis of the data in the case study
o Provide guidance to the client as to how to attract and retain customers
o Advise what you believe the client's offering should be priced at, and why
o Address how the client should communicate the price to the marketplace, and why

Brief group presentation (5 minutes)

• After the A4 page of recommendations has been submitted, each group will give a 5-minute presentation to the instructor, who will be playing the role of the client being advised.

• The group should summarise the suggestions that the client should take towards attracting and retaining customers, and how the price of the client's offering should be set and communicated

• Each member of the group should speak for about one minute on some aspect of the set of recommendations being made to the client

Peer review of fellow group members' contributions (5 minutes)

• After completion of the group presentation, you will fill out a short confidential online form, indicating your perception of others' contributions to completing the tasks in this assessment

• For each of your fellow team members, you can award a score out of 10. 10 indicates that you are fully satisfied that the team member has made an equitable contribution to Assessment #2. A zero (0) signals that you feel the team member did not do anything.

• If you do not fill out this online form, you will receive 0 out of 5 marks for this component, no matter how your teammates evaluated your contributions.

• You can receive up to 5 marks for your contributions towards this group assignment, as judged by the instructor, based on ratings given to you by your fellow group members