* MS Word documents should be double spaced, 12pt Times New Roman, margins of 2.5cm. Footer must include document name, the name of team members or the individual student name for individual reports, date last saved and page numbers. MS Excel or MS Project can be used to prepare and deliver project plans and indicate progress.
** Clients will be requested to assess teams on the quality of solution, coordination, consulting skills, professionalism, team report and presentation. This will influence the assessment (grade) for the report and presentation.
Details of relevant articles or cases will be made available via a Reading List posted on Moodle. Students will periodically be asked to discuss, comment or draw conclusions about the insights gained from the articles as part of class work.
1. Project Plan and Milestone Reports (15%), (7.5% for each report).
A Project Plan is required outlining the work that the team will undertake in order to provide the client with a solution to the identified marketing problem. The project plan should detail:
• your understanding of the client brief (a mark out of 10% will be given)
• the marketing problem(s) that you have interpreted from the brief (20%)
• the sources and methods of gathering primary and secondary data to provide insights to the causes and impacts of the marketing problem (20%)
• the marketing analysis tools and frameworks that you propose to use to analyse the research and information (20%)
• the proposed process to be used for generating and evaluating options to address the marketing problem (10%)
• your recommended process and work plan for gathering, analysing and interpreting the data; preparing and submitting progress reports, preparing and delivering your final presentation on key findings, and preparing and delivering a final written report. (20%)
The Project Plan should be of no more than 5 pages A4 double spaced 12 point font Times New Roman with 2.5cm margins. Appendices including spreadsheets, task breakdowns, GANTT charts and critical path analyses, reference source lists, etc. are allowed and may exceed the page limit, however the Appendices are for supporting information only – all marks will be based on the information contained in the first five pages.
In consulting practice, the Project Plan is viewed by the client and the Principal Consultant (the role played in this course by the Lecturer/Mentor) to clarify expectations, identify and agree the scope of the project, key tasks, milestones and outcomes to be delivered.
The plan should include key steps, allocated resources, estimates of time to be spent, duration of tasks, key milestones and contingencies.
Milestone Report (2 x A4 pages, double-spaced, 12 point font Times New Roman with 2.5cm margins) is to be submitted to identify (1) which issues from the Project Plan are on-track or ahead of plan (2) which issues from the Project Plan are off-track or behind plan (3) what the team has done or proposes to do in order to deliver the required outcomes on time and to the expected level of quality to satisfy the client.
In practice, Milestone Reports are used in consulting assignments to update the client sponsor and Lead Consultant. Milestone Reports help in managing client expectations and prepare the client (and other key stakeholders) for any possible time or cost overruns, and whether desired outcomes are likely to be achieved.
The client briefing paper for each team will be provided by the client at the time of their briefing in the first class, by which times teams will be formed.
2. Team Presentation to Client (30%)
The presentation by each team will be limited to 30 minutes duration (plus 15 minutes Q&A) and delivered to an audience consisting of the Lecturer/Mentor, other students and the client.
The presentation is to cover (1) the team’s understanding of the marketing problem (2) a summary of the relevant information gathered during the research phase, and insights derived from analysis of the information (3) a range of preliminary options for possible solutions to the client’s problem (4) a preliminary evaluation of the pros and cons of these options. Feedback from the clients will be given to these preliminary findings, and then should be incorporated in the development of the final written report.
The client and the lecturer will assess the presentation on the following criteria:
• Demonstrated understanding of the client’s brief (a mark out of 10%)
• Quality and coverage of the research and information gathered (15%)
• Demonstration of technical marketing skills by application of a range of relevant marketing models, frameworks and tools used to analyse the data and generate marketing solutions (25%)
• Quality and justification of solution/s to the client’s marketing problem (25%)
• The general quality and effectiveness of the presentation [including Q & A] (25%)
3. Team Written Report (20%)
The report should:
(1) Identify the marketing problem that the team was asked to address
(2) Identify key information and analyses and the insights gained from these
(3) Identify a range of alternative marketing options to resolve the client problem
(4) Recommend a preferred option to be undertaken and
(5) Provide an implementation plan to effectively execute the recommended solution.
The report should be a maximum of 10 pages A4 double-spaced, 12point Times New Roman includi