MKT62304 Marketing Analytics Group Assignment Task | Taylor's

MKT62304 Objective:

This assignment aims to assess the role and effectiveness of marketing analytics in the water and SME sectors, focusing on how data-driven approaches can achieve strategic objectives and desired outcomes. Students will apply marketing analytics techniques to address business challenges using real-world data.

MKT62304 Instructions:

Group Formation: Form groups of 5 members. Each group will collaborate on the tasks outlined below. 

MKT62304 Task 1: Company Analysis

1. Perform a SWOT analysis to identify the internal strengths and weaknesses, as well as external opportunities and threats facing the sector concerned. Discuss at least two points in each category of SWOT.
2. Conduct a PESTLE analysis to evaluate the competitive environment of the sector assigned to you. Discuss at least one point in each category.

MKT62304 Task 2: Analysis of Marketing Data

c. Each group must collect data from at least 20 respondents using the questionnaire. Please ensure that your data collection process is thorough and follows ethical guidelines for research.
d. Clean, and transform the selected dataset. You need to encode the categorical variables.
e. Conduct the necessary analysis of the data collected, which will include data visualization, descriptive statistics, regression and interpretation of the results. Explain how the findings of the analysis can be utilized to inform the sector's marketing strategies.

MKT62304 Task 3: Recommendations

Based on your findings, you and your group members are required to provide a set of practical and evidence- based recommendations for the relevant sectors. These recommendations must be data-driven, targeted at specific audience segments identified in your analysis, and aligned with marketing principles. The recommendations must be realistic, feasible, and professionally written.

MKT62304 Assignment Formate:

Group Report

• Length: 2800 words. Marks will be deducted for insufficient/excessive length.
• All members should provide input and partake in the workload.
• Further Guide to Group Assignment Report:
• The assignment must be typed written using:
• Time New Roman font sized 12 and 1.5 line spacing.
• Length: A maximum of 2800 words (plus minus 10%), not including the reference list, tables, and charts.
• Please include the word count at the end of your assignment.
• Provide strong support to your discussion with relevant and valid sources such as academic journals (minimum 5 citations), company web
• site, online databases, press releases, government portals, etc.

Group Assignment Submission

Submission deadline: latest by 19 June 2025 (Thursday, by 11.59pm)
You are required to submit your assignment electronically to MyTimes. In the submission, you must copy all the members and include the following: -

1. Assessment Submission Declaration Form
2. Marking Rubrics
3. Final Report

Marks and Feedback on Assignment

This assignment is aligned with Module Learning Outcomes:

MLO2: Understand marketing analytics with respect to the strategic objectives set and outcomes achieved.
MLO3: Apply marketing analytics to solve problems in a disruptive marketplace.

The marks for the assignment will be assigned based on the "Marking Rubrics". You are required to read and understand the description for each section of the marking rubrics stated. Marked assignments with feedback will be provided to you electronically at TIMES within three weeks of submission.

MKT62304 GENERAL ASSIGNMENT GUIDELINES

Submission of Assignment

• Students are expected to present a report of professional quality. Prior to submission of the assignment, check to ensure that, at the very least, all aspects of the requirements have been addressed.
• You are required to submit your completed assignment to the link in MyTimes. by 19 June 2025 (Thursday, by 11.59pm). Assignments
• submitted via alternative modes will not be accepted.

Late Submission of Assignment

Assignments submitted within 24 hours after the published deadline will be penalised as below:

1. A mark of more than 10% (from the total weightage of 20%) for the assignment will be reduced to 10%. This reduced mark will be used in the calculation of the overall module mark.
2. A mark of 10% or less will stand and be used in the calculation of the overall module mark.
   Assignments will not be accepted after the 24-hour window and will be recorded as nonsubmission. A mark of ZERO will be awarded. Please see the section on Non-Submission of Assignment below for more details.

Extension of Deadline

No extension will be granted for the assignment, except in the case of extenuating circumstances. Please refer to the section on Extenuating Circumstances in the document, should you like to request consideration of extenuating circumstances.

Students whose application for extenuating circumstances is accepted, will not receive their marks when the other students who submitted on time receive theirs.

Non-Submission of Assignment

Students who do not submit their assignment will be deemed to have forfeited their right to a second attempt (re-sit) of the module. These students will be required to repeat the module with attendance and undertake all assessments again (as their third attempt (repeat)).
Note that students are granted only four attempts at a module. If you do not pass the module on the fourth attempt, you will be excluded from the programme.

Assessment Offences

The use of ChatGPT does not exempt students from following academic integrity standards, and all work submitted must be their own original work. Any misuse of ChatGPT, including plagiarism or violation of academic integrity policies, may result in disciplinary action. Theuniversity assumes no responsibility for any content generated by ChatGPT. Students are solely responsible for ensuring that their use of ChatGPT complies with all applicable academic policies and ethical standards. However, if you intend to use any Al generative tools to improve your assignment quality, you must appropriately acknowledge, fill out a declaration form, and cite the sources in the reference lists.

You are to use the Harvard referencing styles consistently for all written assessments. Taylor's University treats any acts of dishonesty relating to the assessment of university modules very seriously. It is vital that students acquaint themselves with the University's policy on assessment offences. Assessment Offences are defined here as passing off the work of others as one's own including copying (reproducing or imitating), cheating, collusion (agreement to deceive, using words or ideas of colleagues or other students and passing them off as your own), plagiarism and other breaches of assessment or other examination regulations.

Cheating, collusion, and plagiarism are the use of unfair means of presenting work for assessment; aiding another student in the use of unfair means of presenting work for assessment; or preventing or attempting to prevent another student from being able to be assessed properly.

The University is to check any work submitted by students using text comparison software, for instance Turnitin. The similarity index produced by the software is an important tool to assess a student's performance. However, the index is not the only tool to conclusively determine the existence of breach of academic integrity. It is important to note that although the rate of similarity may be significantly high or otherwise, the lecturer/tutor/instructor is responsible to exercise his or her independent professional judgement to determine the actual existence of a breach of academic integrity.

Allegations of and investigations into assessment offences will be dealt with in accordance with the regulations and procedures in force at Taylor's University for the module. Where a student is found to have committed an assessment offence a decision must be taken either to take no further action or to impose an appropriate penalty which may include failing the student and determining whether the student will be permitted another assessment attempt.

Where it is decided that a penalty is to be imposed, the penalty could include one of the followings:

1. the mark for the relevant piece of assessment be reduced; or
2. the mark awarded for the relevant piece of assessment be reduced to zero; or
3. the student is deemed to have failed the module and is not permitted for another assessment attempt for the module.

Extenuating Circumstances

Extenuating circumstances are circumstances which are unforeseen, unexpected, significantly disruptive and beyond a student's control. The circumstances must relate to a specific piece of assessment or examination rather than being problems of a kind that affect a year as a whole or parts of it.

A student who is of the opinion that:

⚫ his or her performance in an examination or in other assessed work has been adversely affected by an extenuating circumstance(s), or his or her ability to attend an examination has been adversely affected by an extenuating circumstance(s).

Students could submit an Extenuating Circumstances Form to the Examinations Centre at Taylor's University. The form must be accompanied by supporting documentary evidence.

Acceptance of extenuating circumstances shall be evaluated on a case-to-case basis by an Extenuating Circumstances Panel. The decision of the Panel shall be deemed final.

Circumstances that are unlikely to be accepted as extenuating circumstances include the following:
personal illness or disability for which special arrangements are already in place.

colds or know conditions such as hay fever.

normal examination stress or anxiety experienced during revision or the assessment period (unless corroborated by medical evidence as a chronic condition and undergoing treatment).
non-serious domestic or personal disruptions (eg moving house, change of job, holidays, weddings, normal job pressure, failed travel arrangements, financial difficulties, oversleeping).

⚫ study-related circumstances (equipment failure including computing/printer difficulties (unless they occur in the examination itself), failure to have taken back up copies for work stolen or corrupted, bunching of deadlines/examinations, missing books, poor time management, misreading the examination timetable, taking the wrong examination).

(Note: The above list is not exhaustive).

MKT62304 Marking Rubrics:

MLO2

MLO3