MITS6011 Advanced Research Topics in IT/ IS

The assignment provides an opportunity to undertake relevant research of an environment, market,  and product/service attributes, which must be completed in the form of a marketing analysis.  

CHOOSE YOUR CONTEXT: Choose one of the following consumer sport goods/services category  and respective sport consumer market segments to analyse:  

1. a) Social goods/services: 

Examples include (not limited to), participation in a charity fun runs/bike rides/events, purchasing tickets to a sport event where % of proceeds are given to XYZ charitable organisation, purchasing sports equipment where % of proceeds are given to XYZ charitable organisation. 

1. b) Environmental goods/services: 

Examples include (not limited to), purchasing equipment/apparel composed of recycled materials (e.g., shirts made of recycled plastic bottles, etc.), purchasing membership/season ticket pass to a team that is known for their environmental leadership (e.g., Philadelphia Eagles, NFL). 

1. c) Prestige goods/services: 

Examples include (not limited to), participation in a sport or event known for its exclusivity or ‘prestige’ (e.g., golf, sailing, equestrian), purchasing tickets to a sport event that is known for its exclusivity or ‘prestige’ (e.g., SuperBowl, AFL Grand Final, the Masters golf tournament, etc.), purchasing sports equipment/apparel known for its exclusivity or ‘prestige’ (e.g., Stella McCartney women’s sports apparel, Dolce & Gabbana men’s sports apparel, etc.). 

TASK: Address the three key steps in your analysis: 

1. Analyse the goods/services market within your chosen category/context (social, environmental, OR prestige goods/services). 

Identify three examples of goods or services within this context. Describe these goods/services examples: 

∙ What is it? 

∙ Where do you consume it? 

∙ How easy is it to access this good/service? 

∙ How much does it cost? 

∙ Provide any details that help to provide a clear picture of what the good/service is and creates the foundation for being able to address the next two steps (#2 & #3). 

Make this clear and justified! 

2. Analyse market factors to identify possible consumer segments that would consume the respective goods/services. In reviewing the goods/services in point #1, and considering the various segmentation factors (e.g., demographic, geographic, psychographic, etc.), identify: 
3. a) the general consumer market, 
4. b) three possible consumer segments, 
5. c) the one key target market (among the alternatives) for each of the three goods/services you’ve identified from your market. 

Make this clear and justified!  

3. Create key messages for each of the key target goods/service market. These messages must match the good/service, the 'bundle of benefits' that resonate to the respective target market. For example, for good #1, the target market is X, and the key message would resonate most with target market X for good #1. 

This frame is applied to each of the three goods/services you’ve identified.  Make this clear and justified!  

Example:  

General market for  good/service #1  

Runners 

General market for  good/service #2  

Apparel buyer 

General market for  good/service #3  

Event volunteers 

Three consumer segments:  Female runners between  ages 18-24; the first time  runner; the repeat runner 

Three consumer segments  Male gym junkie between the  ages 35-44; the yoga lover,  the 'I want to look good at  the gym' consumer 

Three consumer segments:  University student  

volunteers, sport mums, civic  workers 

Key target market/segment 

Female runners between  ages 18-24  

Key target market/segment The yoga lover 

Key target market/segment University student volunteer

Introduce your paper by setting the scene (sample is as follows): This paper will explore X market. X  goods/services will be explored within this market and X consumer segments will be addressed. The  key messages for each target market will be presented which is in line with the market details  outlined.  

ADDITIONAL INFORMATION  

• Students may form their own group (in classes or on Cloud Deakin discussion boards) OR you can add your name to the relevant discussion board list if you would prefer to be allocated to a group. 
• Individuals must sign up to a relevant group in order to be considered a formal group member and to receive a mark for assignment one. 

o You can sign up for a group (agree on an available group number) using the ‘More’ tab and selecting ‘Groups’ on Cloud Deakin. 

• Each group should submit one single report by the due date in order to receive a grade for the unit. 
• Please label your submission as Group#_A2_MMS712 (e.g., Group13_A2_MMS712). • Presentation is a recorded video format. Can be a narrated Powerpoint or presentation  software of your choice.  
• Presentation is your business or peer pitch of your analysis- use visual aids, keep clean,  clear and concise. 

KEY SUBMISSION DEADLINES:  

• Week 8: Team sign up - Friday 10 September , Cloud Deakin>Tools> group function. 
• Week 11: Complete Assignment submission: Friday October 1st 8.00pm PM AEST via CloudDeakin dropbox. 

BASIS FOR GRADING:  

∙ Your Marketing Analysis grading will be based on the following considerations: 

DGLO 1 & 2: Content and Communication  

∙ Did you identify the key elements, factors and issues relevant to understand the market? ∙ Did you include information related to the specific market and goods/services? ∙ Did you provide adequate support with references to existing understanding, illustrations and data? 

DGLO 4 & 5: Analysis, Synthesis & Solutions  

∙ To what extent have you adequately analysed, synthesized and integrated relevant information as considerations in your justification of identified market, segmentation, and key message development? 

∙ Did you connect the information related to the goods/services market to the consumer target market/segment and key messages in a consistent and aligned manner? 

DGLO 2: Communication through Presentation  

• This assignment should be completed in Harvard or APA style recommendations (please follow Deakin’s Writing Guidelines on CloudDeakin). 
• Review spelling, grammar, structure and flow of document. 
• Please label appendices and tables/figures accurately. Include page numbers and subheadings. 

*NOTE: See Rubric in CloudDeakin dropbox for specific point allocation.