Increasing Brand Awareness for Mearth E-Scooters

24790 Business Project: Marketing ‘PROJECT PROPOSAL’
TEMPLATE
STEPS 1-9 should not exceed two written pages unless include
figures, graphs, etc. which do not count towards limit
STEP 2: What is the title of your project? (make it strategic)
Increasing the brand awareness of e-scooter(the title needs to be
more stratgegic, you need to indicate the value of the research.
Give the reader a good indication as the implications of what
they a)e about to read) this could change to increasing sales
through building brandawareness
STEP 3: Which organization/industry is your project about? My
project is about Mearth Technology, an Australian based
company that specializes in manufacturing electric scooters and
electric bikes. This is a small startup venture because currently,
it has no more than ten employees. The mission of Mearth is to
create values on the high-tech perspective and deliver the values
to the end-users. The main problem facing the company is low
brand recognition of the electric scooters, and this has led to
low sales and little revenue.
STEP 4: Do you work for, or know managers at, this
organization?
I do not work for this organization; I have communicated with
manager in this organization.
STEP 5: Do you have permission to do this research?
Is this project sponsored or funded in any way?
The permission to undertake this research has been granted by
the University of Technology Sydney ethics committee. This
project is not funded by an organization and thus will use own
means of financing to ensure the success of the project.
STEP 6: Describe a short market background based on your
own research. State what the business problem is. Outline the
research question. List the specific research objectives you will
try to address.

One of the most significant problems facing Mearth Technology
is low brand awareness of the electric scooters. The low brand
recognition works to the advantage of major competitors in the
Australian market; the Ninebot-Segway and Xiaomi. Segway is
the biggest competitor and operates similar to Mearth in terms
of product and functions. Xiaomi is a Chinese technology firm
and ranks second in terms of market share, whereas Mearth
comes third. Following the low brand awareness and increased
competition from giant companies, (share does not equate to
awareness which are you concerned about?) how can Mearth
Technology increase the brand awareness of e-scooters? The
main objective of this project is to create a systematic digital
marketing campaign for Mearth Technology. The project will
examine the effectiveness of Facebook, Twitter, Instagram, and
other social media platforms in increasing the popularity of the
brand.(too ambitious I think for the timeframe rather you should
aim to identify some strategic approaches for their digital
communications)
STEP 7: Which marketing theories will you refer to and use?
I would prefer to use some main marketing theories, namely the
SWOT analysis (SWOT are tools not theories ), motivation and
affect and the brand positioning map. In the SWOT, I will
analysis the environment of market. It can provide the more
detail about market, competitor and segment. In the Motivation
and affect, I will analysis some good selling or Ads methods to
motivate consumers. The brand positioning map will allow me
to visualize the relative position of the e-scooters brand relative
to that of Ninebot-Segway and Xiaomi by analyzing the
customer perceptions of the brand and competitor brands against
the features that drive purchase (Jun and Park, 2017).( This
section needs more clarity and depth in your discussion. As it is
it is rather confused) (light of references, I was expecting more
depth)
STEP 8: How do you propose to collect and analyse data?
The data for this project will be collected through conducting an
in-depth interview with the firm CEO-Mr. Ye. I will use

thematic content analysis to analyze the information collected
through the interviews. I will be aiming at establishing common
patterns across the data by following various steps. These
include:
· Familiarizing myself with data through reading and re-reading.
· Coding or labeling the data.
· Identifying themes that have broader patterns of meaning.
· Reviewing themes to ensure they are relevant to the topic
· Defining and labeling themes
· Reporting the themes (Braun et al., 2018). (This section needs
more clarity and depth in your discussion. As it is it is rather
confused)
Besides, a survey will be conducted to determine the target
market’s awareness of the electric scooters. By capturing key
demographic data, the survey will enable me to do a detailed
analysis of how customers view the brand of the electric scooter
and how the company can improve its positioning among the
college and university students who are the main customers.
(How will you recruit your sample? Who is you sample? How
will you access them? How many will you access? And what
form of analysis will you use.)The data collected will be
analyzed using statistical package for the social sciences (SPSS)
(it is a tool not an approach )to determine various
characteristics of the brand such as brand recall, (will your
questionnaire/ guidelines be poloted? How will you develop the
questions? You need to allow for this in your schedule)b rand
recognition, brand identity, brand image, brand trust, brand
loyalty, and customer profile.(very ambitious)
STEP 9: What will the organization gain from the project that
you propose to undertake?
The problem will enable Mearth Technology to gain some
insights of increasing the brand awareness of electric scooters;
thereby helping the company to boost its sales and revenue. The
increased revenue would enable the company to grow and
expand hence venturing into other markets.
STEP 10: A line about understanding your ethical and social

responsibility to the client, customer, and UTS.
As an ethical marketing expert, I should uphold various values
to the clients, customers, and UTS, including safety, honesty,
transparency, and respecting the privacy of the customers
(Frynas and Yamahaki, 2016). These virtues will enable Mearth
to gain respect and trust of the consumers, which would allow
the business to operate in a healthy environment.
(You need to specify which ethics guidelines will be followed:
ESOMAR UTS, NSW Privacy Principles)
If you are recording interviews or making any other form of
recording, you will need to be familiar with the UTS ethics
guidelines and the ESOMAR guidelines, likewise if you are
interviewing children aged under 18. Although you do not need
specific ethics approval from the HREC as your research is for
coursework. See https://www.esomar.org/what-we-do/code-
guidelines.
STEP 11: (ONE PAGE ONLY) Provide a plan for your project,
including timelines and key activities
Task
Week:1
2
3
4
5
6
7
8
9
Project planning

Topic Finalizing
Literature
Contact respondents
Interviews and Survey

Inputting data
Evaluation
Analysis

recommendations
Report Writing
printing
STEP 12: Provide a list of any references to which you have
referred (use Harvard (UTS) referencing style) does not count

towards your page limit
Frynas, J.G. and Yamahaki, C., 2016. Corporate social
responsibility: Review and roadmap of theoretical
perspectives. Business Ethics: A European Review, 25(3),
pp.258-285.
Braun, V., Clarke, V., Hayfield, N. and Terry, G., 2018.
Thematic analysis. Handbook of research methods in health
social sciences, pp.1-18.
Shao, A.T. and Bao, Y., 2015. Unique positioning to an elusive
market: Targeting teenagers. In New Meanings for Marketing in
a New Millennium (pp. 111-117). Springer, Cham.
Jun, S.P. and Park, D.H., 2017. Visualization of brand
positioning based on consumer web search information: Using
social network analysis. Internet Research, 27(2), pp.381-407.
1.Executive Summary
The Mearth Technology is startup firm. The firm is established
as a small size since there are no more than ten employees at
present. Their mission is aiming at create values on the high-
tech perspective and deliver the values to the end-users. For
instance, Mearth’s main products, electric scooter, are
developed by upgrading the attributes of normal scooter. The
value of the high-tech scooter is greater than normal scooters,
such as riding e-scooter instead of walk and car, convenience
and efficiency and entertainment and excise. In order to deliver
the values to right customers who are in need, the firm has
primarily differentiate their target segments in terms of
commuters and students.

In order to better understand the current operation, vision and
expectation of the firm, our group conducted a in-depth
interview with the firm’s CEO - Mr.Ye. We had a very pleasant
conversation with Ye in his office (See Group Appendix.1).
During the interview, Ye has kindly introduced the current
situation of their operation in Australia. It has been known that
the firm faces a problem that they have very low brand
awareness, compared with other brands such as Ninebot-Segway
and Xiaomi. These two firm are the main competitors of Mearth
in Australia. They are selling similar products with different
price. Another problem is that Mearth currently has a small
profits which due to a relatively high costs of production and
low revenue. In short, it can be said that the low brand
awareness causes a small purchases.
In order to assist the growth of this startup firm, this project is
aiming at developing a systematic digital marketing campaign.
Our group try to use the ROI and the conversion rate to predict
the result of who campaign in 3 months. In the meantime, the
click rate and view rate also be a variable that be considered in
whole evaluation and measurement part.

2.Understand customers, company and competitors
2.1 Company profile
NAME
Mearth Technology pty. ltd.
LOCATION
114A Pyrmont Bridge Road, Camperdown 2050
SIZE OF COMPANY
1 CEO & 1 Manager & 6 Employees & 3 Interns
AGE OF COMPANY
3 Years
GOODS
Electric Scooters & Electric Bike
URL
https://www.mearth.com.au/
WEBSITE AGE
2 Years
WEBSITE
MANAGEMENT
20K / Week (Website Traffic)
ONLINE & OFFLINE
CHANNELS
Online: Official website & Third-party Sales website
Facebook, Instagram, Wechat.
Offline: Branch office (Melbourne and Brisbane etc.)
MEARTH Technology Pty. Ltd. was founded in 2016 and has
established three years, which is still a start-up company in
Australia. The company's location is 114A Pyrmont Bridge
Road, Camperdown 2050 (The Mearth Company 2019a). At
present, the company has a total of eleven employees, mainly
consisting of one CEO, one manager, six employees and three
interns（Interview 2019). Regarding the company’s products,

MEARTH currently specialized in producing high-quality
electric scooters and electric bicycles. For interviews with the
CEO, it is learned that the sales of electric scooters in the
Australian market are higher than those of electric bicycles. The
MEARTH electric scooter is currently available in two models
which are the Electric scooter-MEARTH X and the Electric
scooter-lite II (The Mearth Company 2019b). The MEARTH
electric bike just one model is Electric bike – Zero (The Mearth
Company 2019c).
The company's website is https://www.mearth.com.au/, which
was created in 2017 and had been running for two
years（Interview 2019). The main function of the website is to
promote products, communicate with the customers and provide
services. There are special staffs to manage and maintain the
website. According to the interview information, current
website traffic is 20k/week. The official website can provide the
customer consultation services, product information browsing
services and the direct purchase of the products. The company's
product sales channels are both online and offline. The online
channels are mainly based on the official website, and other
third-party online websites are also available for sales, such as
Amazon and eBay. There also have some social media
channels，such as Facebook and Instgram. Offline channels are
mostly sold in the form of branch stores across Australia.
2.2 Competitors and Market Analysis
Current and potential competitors
From the interview, MEARTH has two major competitors in the
Australian market, one is Ninebot-Segway and the other is
Xiaomi（Interview 2019). The biggest competitor is the
Segway, which is very similar with MEARTH in terms of

product functions and services. Ninebot has completed the
purchase agreement with the Segway, currently Segway is a
wholly-owned subsidiary of Ninebot. The second biggest
competitor is Xiaomi, a Chinese technology company brand.
Mearth is currently ranked third in terms of market
sales（Interview 2019). Compared with the other two products,
the unique selling point of Mearth is that the product is updated
faster.In addition to the above major competitors, the scooter-
sharing has emerged in recent years and has gradually become a
potential competitors in the market, such as LIME, BIRD etc.
Especially Bird and Lime became the fastest-valued company in
the United States to 1 billion. When the shared electric scooters
enter the Australian market in large quantities, it is worth
considering whether customers are willing to pay more to buy
an electric scooter by themselves if they can solve the problem
of short distance commute with less money.
Overview of industry
Mearth company is generally belongs to the technology
industry. But its products can be subdivided into electric
scooter industry and electric bicycle industry.
From the perspective of the global market, due to the
advantages of environmental protection and easy operation,
electric scooters are in great demand. The current market size is
estimated at 17.43 billion dollars in 2018, and it is still growing
(Grand View Research 2019).
The Global electric vehicle market has a size of $163.4 trillion
in 2017 and is expected to reach $23.83 billion by 2025. The
Asia-Pacific region dominates the global market (Allied Market
Research 2019).
Firm’s unique selling points
Mearth Company USP: Because Mearth is a startup company
and its vision is to committed to the development of cutting-

edge technology, the integration of superior technology into its
products. Therefore compared with other mature competitors, it
has the advantage of fast product upgrading and iteration
(Interview 2019).
2.3 Customers
2.3.1 Current Buyers
According to the sales information, the current main buyer are
students and commuters that belong to young generation（age
16-35）, and the vast majority are men. For most students and
commuters to buy the product because it can effectively reduce
the commuting time. The young generation are interested in new
tech because some new technology products can bring
convenience to life, and young people are willing to try new
things.
According to decision making processes, customers can
recognize about the product in many ways, such as internet
information, social media or friend’s recommendation, which
will attract those who are interested in this product to search for
more information about electric motorcycles to build
knowledge. Then customer could find, compare and evaluate our
products. Although many products have similar functions, our
products are high-tech, high quality, medium price and fast
updating rate. These can attract customers to make decisions to
buy our products, and customers will continue to buy our
products based on better product experience after actual use.
Company has a variety of media channels, to let customers
know our product, at this stage, you can through them and
Facebook some bloggers to use our products to attract the
attention of their fans, and can let more audience attention to
our products, in the future we can set up YouTube advertising
can increase more traffic to attract more potential customers.
Can then search engine search inside these keywords such as e -

scooter and enter our website, our website provides a rich
product information and details of the classification can attract
all the needs of different customers, customers can through our
website to buy goods and our these products can be in Amazon
and eBay, customers can choose their own way of purchase to
buy goods.
2.3.2 Prospective Customers (Non-buyers）
The prospective buyers for Mearth could be authenticated users
who have registered on Mearth official website but did not act
on purchasing the products. Furthermore, outdoor activity
enthusiasts could also be the prospective buyers. Outdoor
activity enables people to having enjoyable trip and experience
more sights (Sustrans n.d.). An e-scooter as an outdoor
recreational product can make people to enjoy these activities
without worrying about leg injuries (Sustrans n.d.). These
prospective buyers always tend to be attracted by cost-effective
products because they are sensitive with the high price, they
usually buy products which from well-known brand.
However, there are two reasons why authenticated users and
outdoor activity enthusiasts have not purchased the Mearth’s
products. Firstly, the relatively high price makes people to
highly involved in the decision making the process. They would
compare Mearth with other brands regarding price and quality
and then finding a best alternative. According to Hiro (2019),
Consumers are generally more sensitive to the price of more
than AU$700. It is basically the high price that some customers
cannot accept since the average Australian consumers spend
$590.22 on outdoor recreational products in a year (Synergies
Economic Consulting 2012). Secondly, Meatth as a start-up firm
has low brand awareness in the Australian market. In this case,
during the decision-making process, customers who have
purchase intention on e-scooter may be able to search rarely
information about Mearth. Therefore, they could unaware of
Mearth and choose other more famous brands.

In order to analyze their preferences, we also learned about
their online trajectories. Those who have not yet placed orders
are more likely to browse the websites of other e-scooter brands
on the Internet. Besides, in this Internet age, consumers are also
more accustomed to see advertising on the web, bloggers and
from celebrities on some websites. These network elements are
imperceptibly changing consumer shopping pattern.
These buyers are easier attracted by special offer, such as
emailing them a discount coupon and some promotional
activities in online ads. For the authenticated users, send
promotional email to them that is most useful medium to
capture their attention. On the other hand, Display Ads could
capture outdoor activity enthusiasts attention. when they aware
of the brand, they may search information through social media
platform to build knowledge. If they use the discount coupon,
they will found the cost-effective product.
3.Marketing goal
Since Mearth is currently unsatisfied with their consumer flow
and expect to improve their position in the market, this digital
marketing plan will aiming at developing promotional activity
and delivering the values to customers. The goal of this digital
marketing campaign can be determined as increasing the brand
awareness in Australia by enhancing the brand exposure towards
customers and simultaneously improve the sales.
4.Recommended Digital Marketing Mix1: Overview
In order to achieve the company’s vision, a digital market mix
is suggested to be implemented because the internet becomes an
essential channel that both consumer and trades would engage
in. Furthermore, Mearth as a emerging company is interested in
digital marketing, and they are willing to invest a fair amount in
digital market.

This project would figure out a complete digital marketing mix
in terms of internet marketing, social media and mobile
marketing. These three approaches would be interrelated and
their effect on the ultimate marketing goal is a layer upon layer
progressive.
First of all, the internet marketing will be adopted to achieve
the objective of strengthening customer relationship and getting
potential customer’s attention on the brand. For instance, email
marketing would be adopted to maintain the relationship with
existing customers. Meanwhile, Display Ads will be developed
in order to attract new customers and provide a pathway for
potential customers to visit our official website and engage in
Mearth’s social media activity. There are two forms of our
social media activity in terms of Youtube channel and Facebook
community. The objective of social media is to make people
more interested in Mearth products and thus generating the
desire to buy.
Finally, it recommends to use mobile marketing aming to
increase the advertising coverage and generalize the brand
touchpoint. Specifically, a wechat mini program and QR code
will be created for customers to engage in some campaigns such
as register membership account and link to the social media
activity. Also, the management can communicate with each
single customer through Wechat directly and instantly.
1

Faculty of Business
Marketing Discipline Group
24790 Business Project:
Marketing (Capstone)
Course Notes
Spring 2019
INTRODUCTION
David Waller
Lynne Freeman
Today’s WorkshopCourse OverviewClass MinglingDiscuss
Project Ideas in Group
Objective: Familiarise yourself with the course and project
requirements!
“a capstone is a crown, a shining and fully functional
architectural feature that encloses and, for all time, seals into
place the culmination of knowledge and experience.”
Capstone:
Subject descriptionThis subject is a simulated business
consultancy project that allows students to investigate a specific
business activity related to marketing, using a company of the

student's choice. It covers many aspects of marketing,
marketing strategy and specialist marketing subjects. Students
are required to apply a range of marketing and non-marketing
theories already covered in their degree.
24790 Business Project: Marketing (Capstone)
Requisites: 48 Credit Points in Master of Marketing Program
Completion of 24734 Marketing Management Completion of
24710 Buyer Behaviour
StaffDavid WallerLynne Freeman
email is the preferred method of communication. If making an
appointment at least 48hours notice pleaseUse your UTS email
address; state your subject/tutorial number
Subject learning objectives (SLOs)
Upon successful completion of this subject students should be
able to:
1. apply a broad range of marketing tools, frameworks and
decision-making to real world issues and contexts.
2. access and critically analyse relevant information for
comprehensive marketing solutions.
3. integrate multifunctional perspectives and frameworks to
deliver comprehensive business solutions and progress
organisational initiatives
4. apply innovative problem solving and develop self-directed
project planning and solution processes
5. present effectively in an informal and formal manner the
project plans and findings.

Course intended learning outcomes (CILOs)Research and
critically analyse complex information and concepts for
business decisions and apply them in the broader environmental
context (1.1)Apply innovative problem-solving processes to
address business issues and integrate the solutions in decision
making (2.1)Use oral communication appropriately in a
professional context to convey information clearly and fluently
(3.2)Evidence understanding of ethical and social responsibility
in professional practice and accountability for related personal
outputs (4.1)Critically evaluate and apply sustainability
principles to decisions in business contexts (4.2)Demonstrate
knowledge of diverse cultural and Indigenous perspectives and
their implications for professional business practice (4.3)Apply
high-level technical skills within specialised marketing
management, marketing research and strategic marketing
practice (5.1)Execute a substantial research-based or
professionally focused marketing management, marketing
research or strategic marketing project (5.2)
Assurance of LearningUse high-quality written and oral
communication skills to interact effectively with others in order
to work towards a common outcome (3.1)
Interact effectively with others in order to work towards a
common outcome (3.3)
Main Objective:Investigate…
a marketing-related…..
business problem and……

suggest a robust solution!
Simulated consultancy project
Investigate an organisation/issue of your choice
Apply the range of marketing and non marketing theories that
you have covered in your degree to date
How to Achieve the Objective:
Project Outline (10%)
Length: Two pages long plus a schedule and references
Due: 12.00am 14 August 2019 – week 4
Project Report (70%)
Length: 20-30 pages, plus 3-minute summary video
Due: 12.00am 9 October 2019 – week 11
Project Reflection (20%)
Length: 4-5 pages
Due: 12.00am 16 October 2019 – week 12
Ungraded but required: assessments during class
SEE UTS Online for rubrics and additional information
Assessments
Choose an issue/problem that interests you
Choose from the firm you are currently working for, your
family or friend’s firm, or a firm you want to create (must get
permission from instructor)
Remember, project problem is solved based on your own

recommendations!
Selecting a Business Problem
Subject Format
Six Workshops:
Week 1: Introduction & Overview
Week 2: Advice on Choosing a Project
Week 3: Proposal Development and Project Planning
Week 8: Analysing Data
Week 9: Preparing Recommendations
Week 11: Recap and Discussion about the Project
Within Workshop Sessions:
Q&A sessions
Frameworks
Proposal development
Sampling
Qualitative analysis
Reflective journals
Feedback
Mentoring work (important)
Self Directed Learning : (You)
Course Outline and Assessment Guidelines are available on
UTS Online
This project constitutes a major research and exploration effort
The subject is 12 weeks in duration and you will need to
dedicate approximately 10 hours per week to the project
Approximately 20 days full time effort
Work Load and Expectations

Research is the key to informed decision-making related to
problem solvingIt can be instrumental in gathering data related
to
understanding problems
finding solutions
implementing change
evaluating success
The Potential of Research
To research real-world problems requires:
an ability to think strategically
setting realistic and appropriate objectives
clear and well-informed planning
understanding the context or environment
defining what the actual business problem is….
The Research Process
Identifying Research ProblemsIdentifying problems suitable for
research involves looking for problems that can be addressed
through the research process
Insights can come from your own knowledge and experiencethe
exploration of broader issueslearning to identify the needs of
others
Well-designed, planned, implemented and analysed research
must be performedMust include both primary and/or secondary
research activityMust use qualitative or quantitative research.
All questionnaires (quantitative) must be cleared by the
instructor before being distributed. Anybody failing to do this
will be penalised.
Expectations of Research

Product Examples
Listerine 120 years old
1990’s Pfizer Consumer Healthcare realised that the brand was
dying
Irrelevant to consumers, movement away from mouthwash.
Listerine
*
Found that consumers wereConcerned about bad breathUsing
products to MASK the problem e.g. mints, gum, lolliesPeople
searching for a portable productLiked the clean fresh feeling of
just having brushed teeth
R&D over 5 year period with aim to reverse declining sales and
extend into other product categories
Market research…..
*

Portable
Help kills the germs that cause bad breath
Clean feeling
Handy pocket pack
*
ACNelisen – oral care is one of fastest growing grocery
category surging 29.7% in valueUsed pocketpacks turned back
to mouthwash tooCompetitor copy products in 3 months
Carry on effects…..
*
Business Problem
Research Question
What’s the difference??
Despite great products, people and prices,
sales were down in a key market segment

Business Problem:
Declining sales in a specific market sector
Research Question:
To measure the relative service performance of Company A in
Market Segment B
Research Question:
To measure the relative service performance of Company A in
Market Segment B
Research Objectives:
To describe customer-supplier interaction
To identify key customer service attributes
To measure Company A’s performance in these
To compare Company A performance vs. others
Developing a well-articulated research question is an important
part of the process because:
it defines the investigation
sets boundaries
provides direction
acts as a frame of reference for assessing your work
…you need a:
Clear Research Question
Important to have a specific research question, not too broad

and not too narrow
Important to have access to the information that you will need
to complete your report
Company information
Environment, market, competitors info
Theory and Frameworks
The Importance of a Clear Research Question
Redefining your question is a normal part of the research
process
Forming the right ‘questions’ should be seen as an iterative
process that is informed by reading and doing at all stages
The Importance of a Clear Research Question (and Re-Defining
this)
Assessing your QuestionIn order to assess your question you
will need to explore whether your question:is right for youwill
be of broad significancecan lead to tangible situation
improvementis well articulatedis researchablewill have support
What can we do to increase company X revenue? What is an
appropriate marketing strategy to increase market share of
brand X? What decision-making process is being used by
consumers in choices about our brand?What will be the effect of
changing our marketing communication from option A to option
B?What is the impact of service quality on the satisfaction of
our customers? Will increasing service quality improve our
bottom line?
Some examples of research questions

How
can we
launch our
fast food outlets
in Saudi Arabia?
Can we
use western advertisements
when launching
fast food outlets
in Saudi Arabia?
How
can we
launch our
fast food outlets
in Saudi Arabia?
https://www.youtube.com/watch?v=AH5R56jILag
You are the consultant conducting this marketing research
report! Thus, SPECIFY exactly what firm should do if you were
the manager.Get advice and initial insights from your research,
but the PROJECT IS ALL ABOUT YOU!

Specifics Matter!
Planning your Project
Can be a project of your own interest
Eg setting up an eco-tourism mountain bike resort
Can be about your own company
Eg Telstra BigPond’s Customer Support Services
Can be about an external company you have access to
Eg Glebe restaurant with a declining revenue
Can be about an aspect of an external company you have no
access to, but is very much in the public domain
Eg Marketing Toyota Prius to inner city dwellers
Selecting a Business Problem
Weeks 1 - 3
You must:
Work out what you want to do, i.e. the business problem
Specify a suitable research question for this problem
Outline specific objectives of your research
Prepare and submit your ‘Project Proposal’ for approval,
Fine-tune with feedback
You must:
Plan your research!
Start research activity

Build your data and background information
Draft your ‘Final Project Report’
Weeks 4-7
Week 8-10
You must:
Prepare and submit your ‘Final Project Report’
Week 11
You must:
Prepare and submit the ‘Project Review Report’
Scheduling Your Project
Plagiarism is the practice of appropriating someone else's ideas
or work and presenting them as your own without
acknowledgment. Plagiarism is literary or intellectual theft and
includes:copying the work of another student, whether that
student is in the same class, from an earlier year of the same
course, or from another tertiary institution altogethercopying
any section, no matter how brief, from a book, journal, article
or other written source, without duly acknowledging it as a
quotationcopying any map, diagram or table of figures without
duly acknowledging the sourceparaphrasing or otherwise using
the ideas of another author without duly acknowledging the
source.
By plagiarising you are both stealing the work of another person
and cheating by representing it as your own.
Ethical Behaviour & Plagiarism
Key Findings from Last Semester’s ProjectsStudent’s were too
ambitious. Be realistic Insufficient theoretical
underpinningsTheories were not integrated into the report, nor
did they guide the researchInsufficient academic depthTo little

secondary researchLittle or no synthesis of secondary
sourcesToo many poor surveys when other methods would have
been more appropriate. You may not do a survey without
clearance for the questionnaireRemember it goes beyond MR
into recommendations for marketing action and
implementationLack of specific recommendations!
HELPS programs and services for all UTS students
including:Assignment writing assistanceDrop-in advice and
Individual consultationsDaily workshops on writing,
presentation and study skills WriteNow! Writing Support
Sessions [email protected] and HELPSMates buddy program
that provide opportunities to practise English speaking skills.
HELPS volunteer program Online self-help resources on
essential academic skills For detailed information on HELPS
programs, go to www.helps.uts.edu.au
Remember HELPS
Check the BP
subject documents
and UTS Online
Email your Mentors
The question is about BP
(e.g., my project, general
administration)
The question is about me
(i.e. it is private/personal or
otherwise confidential)
Send an email to David
YES!
NO
Got your answer?

Email is our primary form of communication with you.
Then email David or Lynne
Ask during a lecture or workshops: others
will benefit
Workshops:
Email & ask to discuss – but please come prepared!
Consultations:
Book 15 min appointments
with 48 hrs notice
Come prepared!
Please don’t wait until the end of a lecture or workshop
Project extensions
Are not given
Use your UTS email only, not Gmail, etc.
Subject Outline
And
Assessment Guidelines
Peer mentoringIn this subject you are expected to develop your
skills as a peer mentor/advisor. To be both a skilled mentor and
mentee are valued in the current business environment.During
workshops you will be expected to work with at least one other

student in a mutually constructive way to provide support,
encouragement, feedback and advice as to the progress of their
project.You too will receive input from them.
You should trust you mentor/mentee and feel comfortable with
them
You should have the same goal re grade
“Peer mentorship should have a foundation of trust, respect and
similar objectives” Sarah Callaghan Marketing Insights
You should be able to ask for advice and equally be open and
receptive to giving it.
Bearing in mind that another perspective than your own can be
invaluable in giving fresh insight to an issue.
Class Speed MinglingSpeed-Mingling:Mission is to meet class
matesFind mentors and form a group of 2 or 3Talk to someone
you don’t knowDiscuss potential capstone project
Reasons for ResearchDefine your objectivesUnderstand your
customersUnderstand your competitionTest your
products/campaignsOptimise your strategyKeep pace with the
industrySolve problems and make decisionsIdentify and plan for
business growth
NEXT WEEK (i.e., Week 2)Lecture Topic – Advice on
Choosing a Project
Objective: Decide on the project
MUST DO:
Come to class with an idea for your project.

Faculty of Business
Marketing Discipline Group
Business Project Marketing
Course Notes
Spring 2019
PROPOSAL DEVELOPMENT &
PROJECT PLANNING
David Waller
Lynne Freeman
Main Issues:Ethical ConsiderationPlanning the Research
ProjectData GatheringProposalGroup Activity
Ethical Considerations
*
“You will need to ensure that no harm occurs”There is
sometimes the possibility that interactions with participants may

inadvertently harm them in some unintended way.
This could include:Psychological harm.Financial harmSocial
harm.
*
FOR EXAMPLE:Psychological harm—researching the use of
nudity in advertising may show participants images that offend
them.
Financial harm—researching unethical behavior within a given
firm may provide management with information on individual
employees that results in an individual getting fired, or
undertaking industry-based research inadvertently shares
sensitive information with a firm’s competitors, resulting in
financial harm to the organisation.
Social harm—researching how lifestyle affects consumption
may unintentionally disclose a person’s sexual orientation when
that person wanted to keep this confidential.
*
What Is Human Intervention?
Human intervention is defined to encompass a broad range of
activities, including interviews, review of corporate records,
focus groups, experiments, oral histories, or surveys, where you
have information that is not in the public domain.
You are ‘asking’ potential participants to do you a favor and

help you out by being involved in your research.
*
Codes of Ethical Conduct/PracticeThe University and most
professional organisations have approved codes of conduct in
regards to research.
There are also laws dealing with privacy, which relates to
research ethics.
*
Potential Ethical Problems Relating to Researching
ConsumersEthical IssueRight Violated Compensation
AvailablePreserving participants’ anonymityRight to
privacyExposing participants to mental stressRight to
safetyRight to be heard
Right to redressUse of special equipment and techniquesRight
to privacy
Right to chooseRight to redressInvolving participants in
research without their knowledgeRight to be informed
Right to privacyRight to redressUse of deceptionRight to be
informedRight to be heard
Right to redressUse of coercionRight to chooseSelling under the
guise of researchRight to be informedCausing embarrassment,
hindrance, or offenseRight to respectRight to redress

*
Ethical Issues to Consider Preserving participants’
anonymityExposing participants to mental stressUse of special
equipment and techniquesInvolving participants in research
without their knowledgeSecurity surrounding data collected and
also its destructionUse of deceptionUse of coercionSelling
under the guise of researchCausing embarrassment, hindrance,
or offense
*
Voluntary Participation
Participation should be voluntary in all research and there
should be no coercion or deception.

The potential for coercion varies depending on whom you are
seeking assistance from, do you have some ‘power’ over the
potential participant?
Might the targeted sample have unique characteristics or needs,
that require special treatment?
*
Informed Consent
When undertaking human intervention you must ensure that
potential participants fully understand what they are being
asked to do and that they are informed if there are any potential
negative consequences of such participation.
The most effective way to address the informed consent issue is
through the use of an information sheet, which is provided to all
those who are invited to participate.
*
Information sheets should include: Who is doing the
researchWhere you are fromWhy you are doing the researchWho
is the supervisorHow where they selected to participateWhat do
they need to do and how long it will takeIs there any potential
for them to be harmed (or will they be disadvantaged if they
don’t participate)Whether they the confidentiality and
anonymity will be protectedWhat happens to the data and any
reportHow will they be informed of the results

*
Confidentiality and Anonymity
Anonymity requires that you do not know who the participants
are.
Confidentiality means that you know who the participants are,
but that their identity will not be identified in any way to others
or in the resulting report.
You tell people whether the information will be confidential or
anonymous, both or neither (they can agree to be identified).
In some instances it may be hard to protect anonymity and
confidentiality, i.e. if you report what the Vice Chancellor of
Deakin has said, people can find out who it is.
*
Potential for Harm
Ideally your research should have minimal potential for harm!
However, it is important for you to identify any potential for
harm and determine how this potential for harm could be
overcome.
This includes: warning people they may be harmed by

participatingDistributing information on counseling or support
services to deal with issues.
*
Communicating Results
Plagiarism- you do not misrepresent someone else’s work as
your own.
Academic fraud - involves the intentional misrepresentation of
what has been done. This would include making up data and/or
results from the data or purposefully putting forward
conclusions that are not accurate.
Misrepresenting results – be careful in over claiming what has
been done or the implications.
*
Other Issues
Conflicts of Interest – do you have multiple roles that may
influence people or how data is used.
Focus Group Participant Identification- all participants in a
focus group will hear what others have said, thus how can the
information remain confidential or anonymous?
Deceit- in some instances telling people what you are doing will
effect how thy respond and thus you might want to not
accurately inform them what the research is about.
Observation – in some instances you may want to observe how

people behave, you generally need to get approval from them or
inform them this will occur.
Permission from Organization/Location- even when undertaking
research in ‘public places’ you often need permission.
Video/Audio Taping – always get written permission in advance
to tape people and clarify how the material will be used and
destroyed.
Consent Forms – getting signed agreement to participate is
always valuable. This generally covers the issue in the
information sheet, ending with people signing that they
understand the issues and agree to participate.
*
Project Checklist Is there any human intervention in this
project?What ethical issues must you consider?Is there any
areas of ‘conflict of interest’?Does the project need ethics
approval?Does there need to be consent forms or an information
sheet?
*
Planning the Research Project
*

“He who fails to plan, plans to fail”
Proverb
*
Importance of Planning
To assist in the planning of your research project:
Draw up specific goals and put them in writing
Make sure your activities are achievable, especially in a given
time & resources available
Prioritise your activities.
Make a commitment to the completion of the research project
with a clear timetable
Keep the project moving
Be flexible
Focus on producing the best research project you can
*
Six-Step Research Process
Problem Definition
Research Objectives
Research Design
Data Gathering
Data Analysis and Interpretation

Presenting the findings
*
Step 1: Problem DefinitionWhat is it that you want to explore?
Do you understand the issue sufficiently to even develop a
question?
“A problem well defined is a problem half solved”
*
“...if one wants to solve a [research] problem, one must
generally know what the problem is” (Kerlinger & Lee 2000, p.
24)
What is the project about?
What is the problem?
Why is it important?You must convince us of the value of your
research so your proposal must make clear why the research
needs to be conductedThe research problem sets the parameters
for what can be done
For example, if the School of Marketing is faced with a
situation in which its student numbers are dwindling, the
appropriate course of action would be radically different if the
problem causing that undesirable situation is one of poor

service, than if it is one of high prices, or one of not knowing
just what the students value.
what
why
*
Academic Research is GREAT place to find previous research
and theories!!!!Google ScholarBusiness Source Complete (via
UTS library databases)Go to advanced search
Step 2: Research ObjectivesSpecific components of the research
question that you will be examining
Focus on the core areas of interest
You can’t include everything!
Action words for objectives- TO: determine, ascertain, discover
establish
*
Step 3: Research DesignExploratory research- insights and
understanding of a problem
Descriptive research- explaining something that occurs
Causal research- identifying relationships between variables
*

Step 4: Data GatheringHow will you collect the necessary data
to look at your issue of interest?
Secondary data- data that exists already. Often collected for
different purposes that you have defined.
Primary data- data that is collected particularly to answer your
research question.
You should always explore the secondary data first as it may
give us insights into what primary data is available (literature
reviews are secondary data).
*
Marketing Research Pyramid
Step 5: Data Analysis and InterpretationHow will you explore
or interrogate the data collected?
There are many qualitative and quantitative processes that can
be used. The data you collect may potentially limit you ability
to use certain types of tools.
The analysis is the results, but you need to draw out meaning.
What do the results say about your research issue? What can we
learn for practice and theory from our findings?
IF there are unexpected findings how can we explain these?
*

Step 6: Presenting the ResultsHow do you communicate your
material?
The written report
Oral presentations
You know what you have done and what in means, your task is
communicating this with the audience
*
Gantt Chart of a Project
*
Stages in planning the research: Clarify the aims and objectives
of the researcherDefine the activities required to attain these
aims and the order in which they take placeIdentify various
critical points or “milestones” in the research at which progress
can be reviewed and the research plan reassessedProduce
estimates of times at which the various milestones will be
reached so that progress can be clearly measuredEnsure that
effective use is made of key resources, particularly the
researchers themselvesDefine priorities once the research is
under wayServe as a guide for increasing the likelihood of
successful completion on time
*

Project Checklist What are the project’s research problem and
research objectives? What will be the research design, or
methodology?How will the data be gathered?What type of
analysis will be used, and who will do it?Draw up a research
proposal.
*
ExerciseThink of a titleNow reduce it to eight words maxIt must
describe your project.
Data Gathering
*
“Without gathering the data, there is no way that you can fully
answer your research problem and objectives”
*

You need plenty of information ……………………
Source : Osterwalder & Pigneur 2010
*
Some issues to considerValidity – will the data allow us to
answer our question?Reliability- will the data in fact be
accurate?Appropriate – Will the data collection method access
the right people?Amount of data – Will we get the right amount
of data (how much is enough)?Flexibility – can we adapt the
process if needed?
*
Some issues to consider (cont)
(7) Time constraints- how long will it take to collect our data?
(8) potential for errors- is there a potential for bias or errors?
(9) Researcher's ability – do we have the expertise to implement
the data collection process.
(10) Resources- What other resources do you need?
*
Types of Research Data

*
Secondary DataInternal organisational dataExternal
DataPublished materialsComputerised and online
sourcesSyndicated sources:
*
Questions to ask about Secondary Data
What was the purpose of the study?
Who collected the information?
What information was collected?
When was the information collected?
How was the information obtained?
Is the information consistent with other studies?
*
Secondary Research
Frequently overlooked
Can be task specific e.g sample stratification, population
statistics
Can be exploratory, determining the context
At the start is helpful for:
Problem Definition

Research Design inc sampling
Hypothesis development
Planning
At the later stage:
- As a context for the interpretation of primary data
*
Primary Data
Qualitative Research
Focus Groups
In-Depth Interviews
Projective Techniques
*
Primary DataQuantitative
Surveys: On-line or face to face?
Experiments
SamplingWe rarely examine an entire population and must
select a sample, which is ideally representative of the
population.
We want to make sure that the responses collected reflect the
views of the overall population, even though we have only
collected information from a sample of people.

What is the unit of analysis? An organisation? Individuals?
Groups of individuals or organizations? Something else?
HOW BIG DOES YOUR SAMPLE NEED TO BE TO ALLOW
YOU TO ACHIEVE YOUR OBJECTIVES?/
*
Things to considerDO you need the respondents to be physically
in the same space, ie do you have taste tests or tactile
examples?DO you need to include visuals or other
graphics.Where do you want the respondent to be? If in a store
or in the process of using something you may have to utilise
mobile technology as a vehicle for your questionnaireYou can
use Survey Monkey, Survey Gizmo, Amazon Mechanical Turk
or others for on-line surveys or use social networks, depending
on your desired sample characteristicsPilot testing is necessary
MAKE SURE THAT YOUR FINAL VERSION IS CLEARED
Sampling Methods
Nonprobability SamplingConvenience sampling Judgmental
sampling Quota sampling Snowball sampling
Probability SamplingSimple random sampling Systematic
samplingStratified sampling Cluster sampling
*

Non-Probabilistic Sampling
Convenience sampling – selects people we can easily access.
Judgmental Sampling – we identify people we believe are part
of the population.
Quota Sampling – we want to have a predefined set of
characteristic and then select people to fill the relevant groups
(gender age, income, etc).
Snowball Sampling – where participants recommend others who
might be included in the sample (participants would know other
people like themselves).
*
Probabilistic Sampling
Random Sampling - each member in the population has a known
and equal probability of selection.
Systematic Sampling –select a random starting point and then
picking every i-th element in succession from the sampling
frame.
Stratified Sampling – randomly select people from a set of
people with a given characteristics.
Cluster Sampling – we select a block or group of people (say
selecting a block in a municipality).

*
Research Error
Random Sampling Error – variability because you do not have
the population.
Non-random error- Things that the researcher may have
introduced.
Response Errors: “When respondents give inaccurate answers or
their answers are misrecorded or misanalyzed" (Malhorta etal
2002).Researcher Error: poorly defined samples or
questions.Interviewer Error: The interviewer introduces added
variability.Response error. When responses are not accurate.
Non Response Error- When you have missing data.
*
Project Checklist How will your project be obtaining data?Who
will be gathering data?When will the data-gathering occur?What
equipment/stationery will you need?What potential chance for
error should you be aware of?
*

Main Objective:Investigate…
a marketing-related…..
business problem and……
suggest a robust solution!
Remember
There
Is Not
Much
Time!BUSINESS PROJECT: MARKETING
SPRING 2019 SESSIONWeekTopic
Area(s)Objective1Introduction and project OverviewFamiliarise
yourself with the course and project requirements.2Advice on
Choosing a ProjectDecide on project.3Proposal Development
and Project PlanningDecide on specific idea for the project.In-
workshop group activity #14No WorkshopFinalise project
outline to provide a guide for how to conduct your project rest
of semesterProject Proposal Due5No WorkshopCollecting
data.6No WorkshopKeep collecting data.7No WorkshopFinalise
main collection of dataMid-session StuVacNo
classes8Analysing DataMove from collecting data to analysing
data and providing recommendations.In-workshop group
activity #29Preparing RecommendationsComplete all aspects of
project report other than writing.In-workshop group activity
#310No WorkshopFinish draft of report.11Recap and Discussion
about the ProjectProvide insights on your completed report.Oral
and Project Report

Due12No WorkshopProvide reflection.Project Reflection Report
Due

Throughout the session:
Emails/individual meetings with instructors and mentors
THIS DOES NOT MEAN YOU DO NOT HAVE WORK IN
BETWEEN MEETINGS!
Well-designed, planned, implemented and analysed research
must be performedMust include both primary and/or secondary
research activityMust use qualitative or quantitative research.
All questionnaires (quantitative) must be cleared by the
instructor before being distributed. Anybody failing to do this
will be penalised.
REMEMBER:
Expectations of Research
Weeks 1 - 4
You must:Work out what you want to do, i.e. the business
problemSpecify a suitable research question for this
problemOutline specific objectives of your researchDetermine
an appropriate schedulePrepare and submit your ‘Project
Proposal’ for approval,Fine-tune with feedback
Scheduling Your Project

24790 Business Project: Marketing ‘PROJECT PROPOSAL’
TEMPLATE
Page Limit: Three (3) pages plus References unless include
figures, graphs, etc. which do not count towards limit.
Save as: BP Draft Proposal [INSERT STUDENT ID
NUMBER] [INSERT STUDENT NAME]
BP Final Proposal [INSERT STUDENT ID NUMBER]
[INSERT STUDENT NAME]STEPS 1-9 should not exceed two
written pages unless include figures, graphs, etc. which do not
count towards limitSTEP 1a: Full Name
STEP 1b: Student IDSTEP 2: What is the title of your project?
(make it strategic)STEP 3: Which organization/industry is your
project about?STEP 4: Do you work for, or know managers at,
this organization? STEP 5: Do you have permission to do this
research? Is this project sponsored or funded in any way?
STEP 6: Describe a short market background based on your
own research. State what the business problem is. Outline the
research question. List the specific research objectives you will
try to address. (DO NOT COPY/PASTE from client)STEP 7:
Which marketing theories will you refer to and use? STEP 8:
How do you propose to collect and analyse data?STEP 9: What
will the organization gain from the project that you propose to
undertake?
STEP 10: A line about understanding your ethical and social
responsibility to the client, customer, and UTS.STEP 11: (ONE
PAGE ONLY) Provide a plan for your project, including
timelines and key activitiesSTEP 12: Provide a list of any
references to which you have referred (use Harvard (UTS)
referencing style) does not count towards your page limit

Group ActivityGet in mentor groups of 2-3Discuss proposed
market research planProvide feedback on suitability,
applicability, and practically of proposed market research
Group Activity Discussion IWho is your target “customer” for
your research?Which market research methods are you planning
to employ and why? What are limitations of each of these?Who
is your sample? Can you get this information? What iterative
processes do you plan on employing to combine analysis, gaps,
and research?Are the theories chosen relevant given what you
know of the context?
Group Activity Discussion IIDoes this market research plan
help understand customers, company, and competitors?What
gaps are there?Does market research plan relate directly to your
ultimate goal for project?Does research also include potential
insights on which recommendations will work best on

customers?Can this research plan identify several different
types of marketing mix recommendations that should work?
NEXT WEEK (i.e., Week 8)Lecture Topic – Analysing the Data
Keep in contact with your mentor and instructor
1. Assessment Summary
The assessment for 24790 Business Project (Marketing) is
divided into three key components:
1. Project Proposal (Individual) 10%
(This addresses objectives 1-2
NOTE: In order to obtain a pass grade in this subject, you must
achieve an overall mark of at least 50%
2. Final Project Report (Individual) 70%
(This addresses objectives 1-3)
3. Project Review Report (Individual) 20 %
(This addresses objectives 1-2)
Total 100 %
1.1 A Reminder: Subject Objectives
On successful completion of this subject, students should be
able to:
1. Demonstrate an understanding of marketing theory,
frameworks, and models in relation to a selected business

context;
2. Demonstrate capabilities to apply in great depth those
theories, frameworks, and models relevant to a specific
marketing challenge or opportunity an organisation is
confronted with; and
3. Present findings in a well researched, structured, and
concisely written report, including comprehensive and
appropriate referencing.
1.2 Assessment Overview
All students are required to work individually in order to collect
relevant information and apply relevant theories to examine a
current business situation of an organisation. Students must
develop managerially sound marketing recommendations
addressing the issues that are identified as comprising this
business situation. You should be guided by the evaluation
criteria set out below and the substantive learning objectives for
this assessment element.
This subject is designed to provide an opportunity for students
to investigate a specific business activity related to marketing.
The project might cover aspects such as the marketing strategy
of a business unit, the effectiveness of a firm’s branding efforts,
the validity of an organisations segmentation approach, or how
a particular business is embracing electronic marketing as part
of its overall business strategy. There is a wide range of topics
that can be approached in this subject.
In any case students are expected to undertake appropriate
research that includes data collection and data analysis, apply
appropriate marketing theory and other theory learned in prior
subjects, to interpret research findings and make strategic

recommendations for a specific organisation of the student’s
choosing.
In order to fully justify the recommendations that you make,
you will be required to:
1. Explain the data (primary and/or secondary) that you have
used to develop your assessment of the current
business/market/environmental situation and justify the
collection techniques for, analysis of, and limitations of these
data.
2. Discuss the theories that support your project, and their
relationship with the data that you have collected. You must
also critique their applicability to the business situation under
examination and explain how they help you to make business
decisions.
3. Develop managerially relevant recommendations that clearly
relate to your assessment of the current situation, the theories
that you have chosen to apply, and the data that you have
collected and analysed.
NOTE: This project is an academic assessment and is assessed
using strict criteria outlined in this document, in the 24790
Subject Outline, and/or on UTSOnline. Organisations typically
do not require discussions of the merits, strengths, and
weaknesses of the theories/data collection techniques that have
been applied. However, such a discussion is ESSENTIAL in
your report and key to meeting the academic requirements set
out for you. You may not use data collected for a previous
assessment.
1.3 Late Submission Penalties & Special Consideration
Late submissionsof any component of the assessment will NOT
be accepted. Please refer to the following guidelines:

Penalty
Up to 24 hours late
Awarded grade for the assessment item – 10%
Up to 48 hours late
Up to 72 hours late
Up to 96 hours late
Up to 120 hours late
Over 120 hours late
The assessment item will be awarded 0%
Students anticipating having difficulties with any part of their
project are strongly advised to contact the subject coordinator
PRIOR to the due date. The assessment is designed to be spread
across the course of the semester. As such, extensions will not
be granted.
Special Consideration Students anticipating having difficulties
with the assessment due to illness or misadventure are advised
to apply for special consideration via the Student
Administration Unit (see http://www.sau.uts.edu.au). All
applications must be received PRIOR to the assessment due
date(s).
1.5 Marking, Criteria, and Procedures
· You will be awarded a mark out of 100% for your ‘Project
Proposal’ (10% of your overall subject grade).
· You will be awarded a mark out of 100% for your ‘Final
Project Report’ (70% of your overall subject grade).
· You will be awarded a mark out of 100% for your ‘Project
Review Report’ (20% of your overall subject grade).

Procedural issues associated with marking of assessment items
are as follows:
· ‘Project Proposals’ will be graded against a set of evaluative
criteria (see Appendix A on page 7 of this document). These
criteria are also available as a separate PDF document on the BP
UTSOnline site.
· ‘Final Project Reports’ will be graded against a set of
evaluative criteria (see Appendix B on page 8 of this
document). These criteria are also available as a separate PDF
document on the BP UTSOnline site.
· ‘Project Review Reports’ will be graded against a set of
evaluative criteria (see Appendix C on page 9 of this
document). These criteria are also available as a separate PDF
document on the BP UTSOnline site.
· Marks/feedback will be announced on UTSOnline, as soon as
is practical.
· Unless prior approval has been obtained from the Subject
Coordinator, marks may be deducted for late submission of
ANY item of the assessment. Penalties for late submissions are
detailed above
· ANYBODY UNDERTAKING A SURVEY MUST GET THEIR
PROPOSED QUESTIONNAIRE CLEARED BY THE SUBJECT
COORDINATOR PRIOR TO USE. FAILURE TO GET
CLEARANCE IS A BREECH OF THE ACADEMIC
GUIDELINES AND AS SUCH YOU WILL BE PENALISED.
1.6 Turnitin.com
Be careful with information downloaded from the Internet and

the use of this information. We are now able to track
unreferenced sources from the Internet and many other sources
with Turnitin’s detection software.
What is it? Turnitin.com is plagiarism detection software.
Turnitin.com WILL be used in the marking of your ‘Project
Proposals’, ‘Final Project Reports’ and ‘Project Review
Reports’.
NOTE 1: The BP Team are only concerned with plagiarism
issues in final work that is handed in to us, and not in drafts. As
such, do not expect us to point out potential plagiarism issues to
you upon submission of drafts.
NOTE 2: Turnitin.com is not a magic solution to plagiarism. It
is an indicator ONLY. DO NOT assume that everything is
identified in its reports – especially text books. Plagiarism is
dealt with the upmost severity by the BP Team.
2. Project Proposal (10% of Overall Subject Mark; DUE: April
5th by 9pm)
2.1 What do we have to do?
Each student must submit a Project Proposal (max. 2 pages plus
a schedule) that specifies a concise project that addresses a
marketing issue relevant to an organisation of their choice.
Students are required to provide clear and concise information
about how they intend to tackle the project. Students must
consider how they will approach the research (use of theories,
data collection and analysis techniques, etc.). They must also
consider how to derive managerially meaningful
recommendations from their research.
It is essential that you are confident that you will have access to
the data that you need

Students must be confident that they will have sufficient access
to the data that they need to complete the proposed project. For
example, students must not propose to interview chief
executives, senior managers, supervisors, or employees of any
organisations if they are: a) not confident that they can actually
do this, and b) if they do not yet have permission from those
whom they intend to source information.
2.2 Specific Requirements for the ‘Project Proposal’
‘Project Proposals’ must not exceed two pages plus a schedule
and any references. The first two pages should outline the
proposed project (in line with the requirements set out below).
The schedule on a separate page should provide an overview of
how the student intends to execute the project over the semester
(e.g. specific tasks and milestones using a Gantt chart or similar
schematic). In addition, students must provide any references to
which they refer (references are not included in the 2 page word
limit). Details regarding the requirements for the ‘Project
Proposal’ are set out below:
A. Pages 1 and 2
1. Introduction to the research problem. What is the nature of
problem? What is the scope of the problem? Why do you think
the research problem is interesting and important?
2. Proposed methods by which the problem will be researched.
What theories are applicable to this research problem? Why are
they applicable? What kind of data do these theories require
that you collect? What techniques will you use to analyse the
data?
3. The benefits to the organisation. If your project is being
sponsored (and even if it is not), what will the organisation gain
from the research that you propose to undertake?
Separate pages

4. Schedule. How do you intend to tackle this project in the
time that you have? What are the tasks that need to be
completed and when do they need to be completed by?
B. References
Note that references do not count towards the page limit.
NOTE: A template for the ‘Project Proposal’ is provided on
UTSOnline.
2.3 Requirements for the ‘Project Proposal’ Submission(s)
Project Proposals must be submitted electronically via
UTSOnline (turnitin) to the Subject Coordinator. The deadline
is April 5th by 9pm. Electronic submissions of ‘Project
Proposals’ will NOT be accepted via email.
3. Final Project Report (70% of Overall Subject Mark; DUE:
May 31st by 2pm)
The quality of your final report will be a direct function of the
quality of the data and information that you collect, your
analyses of these data, and the clearly explained logic of your
findings and recommendations based on this interpretation
3.1 Specific Requirements for the ‘Final Project Report’
Each student is to write a report (min. 20 pages and max. 30
pages). The report must clearly demonstrate how relevant
management and marketing frameworks have been applied to
the development of recommendations. The report might include
business/marketing strategies and/or functional sub-strategies.
These should refelect the student’s ability to critically analyse

the issues identified in their ‘Project Proposal’. All aguments
must be supported by theory, sound analysis, and must be
logically structured. A key aspect for demonstrating a sound
application of appropriate frameworks is the integration of
REAL business/marketing/environmental information; this
requires undertaking primary and/or secondary marketing
research.
Triangulation is critical, and the information provided in the
report should be collected from a broad range of sources in
order to reflect a more complete representation of the business
context which is under investigation.
The BP Team aims to provide you with as much feedback as
possible to help guide you through the project process. Not
getting the feedback that you need? Email the BP Team and let
them know!
The report will vary in structure between BP students.
However, it is expected that each report will start with a clear
statement of the aims and scope of the report as agreed in the
‘Project Proposal’.
NOTE: Reports will be graded against a set of evaluative
criteria (see Appendix B on page 8 of this document).
3.2 Requirements for the ‘Final Project Report’ Structure
1. Title/Cover page: (page not numbered) title, name of author,
author footnote (including course number, course affiliation,
complete mailing address, telephone number, email address, and
any acknowledgment of financial or technical assistance).
2. Second page: (page not numbered) Title of paper and an
executive summary of no more than one page. This must
summarise the key findings and recommendations of the work

and should be informative, giving the reader a "taste" of the
work. It should be written in the third person.
3. Table of Contents: (page not numbered) listing main and sub-
headings, with associated page numbers.
4. Body of the Report: (page numbering starts here). Here are
some general tips for the body of your report:
· Whenever possible, you should use the active voice, as the
passive voice is wordier and often comparatively clumsy. Not
sure what the ‘active voice’ is? Have a look at this website:
http://grammar.quickanddirtytips.com/active-voice-versus-
passive-voice.aspx. There are other useful grammar tips
available to you here too.
· Tables and figures should appear in the main body of the
report where they are needed and should be numbered
consecutively. If tables appear in an appendix, they should be
numbered separately and consecutively, as in Table A-1, A-2,
and so on. If diagrams appear in an appendix, they should also
be numbered separately, as in Figure A-1, A-2, etc.
· Italics should only be used for emphasis, definition of a term
or set of terms, and for certain statistical abbreviations (p).
Foreign words that are familiar and/or can be found in the main
part of Webster's, such as a priori, are not italicised.
· Always spell out acronyms on first use, unless universally
known (e.g., IBM, AIDS, AT&T).
· Footnotes should NOT be used for reference purposes and
should be avoided, if possible. If necessary to improve the
readability of the text, a few footnotes may be included.
5. References: (page numbering continues) typed, single-spaced,

with one line in between each reference. Please use UTS
Harvard Referencing style:
http://www.bell.uts.edu.au/referencing/harvard_system.
6. Appendices: (page numbering continues) only additional
'interesting' information, not essential to understanding the
report. Do not use the appendices as a “dumping ground” for
information that you cannot squeeze into the report.
3.3 Formatting Guidelines for the ‘Final Project Report’
Reports should be typed with 1.5 line spacing throughout
(excluding the references section, which must be single-spaced).
Allow margins of 2.5cm on all sides and justify the right-hand
margin. In addition, reports must adhere to the following
formatting requirements:
Fonts
Title (on Title/Cover Page): Times New Roman, 18pt, bold,
underlined, and centred.
Name of Author (on Title/Cover Page): Times New Roman,
14pt, centred.
Author Details and Acknowledgements (on Title/Cover Page):
Times New Roman, 12pt, justified.
Abstract (on Second Page): Times New Roman, 12pt, italic,
single-spaced, justified.
Table of Contents: Times New Roman, 12pt, single-spaced,
justified.
Main Text (in Body of Report): Times New Roman, 12pt, 1.5.
line spaced, justified.
Caption: Times New Roman, 10pt, centred.
References: Times New Roman, 12pt, single-spaced, justified
(see also Section 3.2).
Mathematical Notation must be clear within the text. Equations
should be centred on the page. If equations are numbered, type

the number in parentheses flush with the left margin.
Tables should be centred on the page and inserted into the text
of your report. The table number and title should be typed on
separate lines, centred. Remember to designate units (e.g., %,$)
in column headings. Align all decimals. Refer to tables and
figures in text by number. Avoid using "above," "below", and
"proceeding." If possible, combine closely related tables. Where
relevant, make sure the necessary measures of statistical
significance are reported with the table.
Figures and Diagrams Graphs and diagrams should be centred
on the page and inserted into the text of your report. For graphs,
label both vertical and horizontal axes. Also make sure that the
base is shown under the graph or table, e.g., “All respondents”
or “men aged between18-26”. All graphs and tables should have
a descriptive title; it should not be a question. The figure
number and title should be typed on separate lines. Do not cut
and paste tables from SPSS or Excel -- your task is to interpret
them and to translate them into a form that easily and clearly
communicates your finding(s).
3.4 Requirements for the ‘Final Project Report’ Submission(s)
Final Project Written Reports must be submitted electronically
via UTSOnline (turnitin) to the Subject Coordinator. The
deadline is May 31st by 2:00pm. Electronic submissions of
‘Final Project Reports’ will NOT be accepted via email and
hard-copy submissions will not be accepted in person.
Final Project Video 1-minute Summary must be submitted
electronically via UTSOnline to the Subject Coordinator. The
deadline is May 31st by 2:00pm. Electronic submissions of
‘Final Project Reports’ will NOT be accepted via email and
hard-copy submissions will not be accepted in person.

Turnitin.com WILL be employed as part of the marking process.
The BP Team has no hesitation in reporting plagiarism issues to
the Faculty!
4. Project Review Report (20% of Overall Subject Mark; DUE:
June 7 by 8:00pm)
4.1 Specific Requirements for the ‘Project Review Report’
Your review must be critical. You might find it useful to
consider the progress of your project over the course of
semester against the initial project plan provided in your
‘Project Proposal’ submission. Did you actually achieve the
objectives that you set out for yourself?
Each student is to write a Project Review Report (min. 3 pages
and max. 5 pages) that comprises a critical appraisal of the
performance of their project against the aims specified in the
‘Project Proposal’.
In addition, students must bear in mind the three following
questions in writing their review:
1. If you were doing this project again, how would you
approach the challenges that you faced?
2. Decribe the most useful marketing theories, concepts and/or
frameworks that you have used as part of this project process?
Why are they useful?
3. If you were to extend this project, how would you (a) better

relate your recommendations with ethical and social
responsibility, (b) extend your recommendations to incorporate
sustainability principles, and (c) extend your recommendations
to incorporate culturally diverse and Indigenous perspectives?
NOTE 1: Each student is given complete freedom in deciphering
the specific content of their ‘Project Review Report’. However,
all reviews will be graded against a set of evaluative criteria
(see Appendix C on page 9 of this document).
NOTE 2: Reports that do not adhere to the page limit guideline
WILL be penalised (see Appendix C on page 9 of this
document).
There are NO specific guidelines for how you present your
‘Project Review Report’. However, please be sure that the
report contains ALL the following elements listed below.
Further details will be provided on UTSOnline and/or in
lectures and workshops during the semester.
· Title Page (including the title of the report, student name, and
student ID number) (not included in page limit)
· The ‘Project Review Report’ itself (min. 3 pages, max. 5
pages)
· List of references (conforming to the UTS Harvard style of
referencing) (not included in page limit)
4.2 Requirements for the ‘Project Review Report’ Submission
Project Review Reports must be submitted electronically via
UTSOnline (TURNITIN). The deadline is June 7th by 8:00pm.
Electronic submissions of ‘Project Review Reports’ will NOT
be accepted via email.

6
24790 Business Project (Marketing)
Appendix A: Grading Criteria for ‘Project Proposal’ (10% of
Overall Subject Grade; PLO 1.1.)
Criteria
Higher Distinction 85%+
Distinction 75% – 84%
Credit 65% – 74%
Pass 50% – 64%
Fail 0 – 49%
Clarity of Research Problem
10 points
The research problem is clearly and completely stated in terms
of the market, players, and environment. The importance of the
problem is compellingly established and a full explanation
provided of why the research is required.
Mark: 10 – 8.5
The research problem is competently stated in terms of the
market, players, and environment. The importance of the
problem is established and a full explanation provided of why
the research is required.
Mark: 8.4 – 7.5
The research problem is stated in terms of the market, players,

and environment. The importance of the problem is discussed
and an explanation provided of why the research is required.
Mark: 7.4 – 6.5
The research problem is stated. An attempt has been made to
discuss the importance of the problem and to explain why the
research is required.
Mark: 6.4 – 5.0
The research problem is not stated. No, or a poor, attempt has
been made to discuss the importance of the research.
Mark: 4.9 – 0
Clarification
of the Research
Objectives/Aims
20 points

A full explanation of what is to be accomplished by the research
is provided. The research objectives are clearly described and
thoroughly address the stated research problem. A clear
statement of the nature of information to be provided by the
proposed research is given.
Mark: 20 – 17
What is to be accomplished by the research is explained. The
research objectives are described and thoroughly address the
stated research problem. A statement of the nature of
information to be provided by the proposed research is given.
Mark: 16.9 – 15
Some explanation of what is to be accomplished by the research
is provided. Some attempt has been made to describe the
research objectives, which address the stated research problem.
The nature of information to be provided by the proposed
research is discussed.
Mark: 14.9 – 13
is provided.

Mark: 12.9 – 10
No explanation of what is to be accomplished by the research is
provided. No attempt has been made to provide specific
questions to be asked and answered and the kinds of answers
expected. The nature of information to be provided by the
proposed research is not discussed.
Mark: 9.9 – 0
Theoretical Framework
20 points
Appropriate theories, frameworks, and concepts have been
identified from previous published work, text books, and
journal articles. The role and applications of these theories in
addressing the identified research problem are well-justified and
clearly explained.
Mark: 20 – 17
Some theories, frameworks, and concepts have been identified
from previous published work, text books, and journal articles.
The role and applications of these theories in addressing the
identified research problem is explained.
Mark: 16.9 – 15
A satisfactory attempt has been made to identify theories,

frameworks, and concepts from previous published work, text
books, and journal articles. The role and applications of these
theories in addressing the identified research problem are
discussed.
Mark: 14.9 – 13
An attempt has been made to identify theories, frameworks, and
concepts from previous published work, text books, and journal
articles. Some attempt to discuss the role and applications of
these theories in addressing the identified research problem has
been made.
Mark: 12.9 – 10
Little, or no, attempt has been made to identify theories,
frameworks, and concepts from previous published work, text
books, and journal articles. No attempt to discuss the role and
applications of these theories in addressing the identified
research problem has been made.
Mark: 9.9 – 0
Research Design
Data Collection Data Analysis
30 points
An appropriate methodology, qualitative and/or quantitative, is
identified and justified with reference to the suggested
theoretical framework. A detailed explanation and justification
of the sample to be used, unit of analysis, and the timing and
location of fieldwork is provided. Limitations of the study are
suggested.

Mark: 30 – 25.5
An appropriate methodology, qualitative and/or quantitative, is
identified with reference to the suggested theoretical
framework. An explanation and justification of the sample to be
used, unit of analysis, and the timing and location of fieldwork
is provided. Limitations of the study are suggested.
Mark: 25.4 – 22.5
A methodology, qualitative and/or quantitative, is identified
with reference to the suggested theoretical framework. An
explanation of the sample to be used, unit of analysis, and the
timing and location of fieldwork is provided. Some
limitations of the study are suggested.
Mark: 22.4 – 19.5
The research design is discussed, with some reference to the
suggested theoretical framework. Some explanation of the
sample to be used, unit of analysis, and the timing and location
of fieldwork is provided. Some limitations of the study are
suggested.
Mark: 19.4 – 15
The research design is not discussed, or is inadequately

discussed. No, or a poor, explanation of the sample to be used,
unit of analysis, and the timing and location of fieldwork is
provided. Limitations of the study are not addressed.
Mark: 14.9 – 0
Planning and
Professionalism
20 points
A clear project plan, in which required resources and key
activities are identified, is provided. The plan is realistic and
achievable. The page limit is observed and material is fully
referenced. The proposal was submitted on time and in the
correct format.
Mark: 20 – 17
A project plan, in which required resources and key activities
are identified, is provided. The plan is realistic and achievable.
The page limit is observed and material is fully referenced. The
proposal was submitted on time and in the correct format.
Mark: 16.9 – 15
A project plan is provided. The plan is realistic and achievable.
The page limit is observed and material is referenced. The
proposal was submitted on time and in the correct format.

Mark: 14.9 – 13
A project plan has been attempted. The plan is realistic and
achievable. The page limit is observed and most material is
referenced. The proposal was submitted on time and in the
correct format.
Mark: 12.9 – 10
No, or a poor, project plan is provided. The plan is not realistic
and/or achievable. The page limit is not observed and material
is not fully referenced. The proposal was not submitted on time
and/or in the correct format.
Mark: 9.9 – 0
Appendix B: Grading Criteria for ‘Final Project Report’ (70%
of Overall Subject Grade)
Criteria
Credit 65% – 74%
Pass 50% – 64%
Fail 0 – 49%

Insight and understanding of company (business situation),
customers (current and potential), and competitors (market)
20 points
The report demonstrates high level of understanding regarding
the key issues relating to the topic / problem. The market /
business environment is extensively researched, clearly
outlined, and appropriately interpreted.
Mark: 20 – 17
The report demonstrates a solid level of understanding
regarding the key issues relating to the topic / problem. The
market / business environment is well-researched, clearly
outlined, and appropriately interpreted.
Mark: 16.9 – 15
The report demonstrates a satisfactory level of understanding
regarding the key issues relating to the topic / problem. The
market / business environment is adequately researched,
outlined, and interpreted.
Mark: 14.9 – 13
The report demonstrates an understanding regarding the key
issues relating to the topic / problem. Some attempt has been
made to research, outline, and interpret the market / business
environment.
Mark: 12.9 – 10
The report demonstrates little, or no, understanding regarding
the key issues relating to the topic / problem. No, or a poor,
attempt has been made to research, outline, and interpret the

market / business environment.
Mark: 9.9 – 0
Understanding, analysis, and application of key marketing
theories
(PLO 2.1)
10 points
The report demonstrates a high level of understanding and
thorough critical analysis of relevant marketing theories, and an
explanation of how they apply to the project and the data. The
limitations of the theories are clearly articulated and the
consequences of this for recommendations are discussed.
Mark: 10 – 8.5
The report demonstrates a solid level of understanding and good
critical analysis of relevant marketing theories, and an
explanation of how they apply to the project and the data. The
limitations of the theories are articulated and the consequences
of this for recommendations are considered.
Mark: 8.4 – 7.5
The report demonstrates a satisfactory level of understanding
and critical analysis of relevant marketing theories, and an
explanation of how they apply to the project and the data. Some
attempt has been made to discuss the limitations of the theories
and associated consequences of this for any recommendations

made.
Mark: 7.4 – 6.5
The report demonstrates an understanding and analysis of
relevant marketing theories, and an explanation of how they
apply to the project and the data.
Mark: 6.4 – 5
The report demonstrates a poor understanding and analysis of
relevant marketing theories, and no, or poor, explanation of how
they apply to the project and the data.
Mark: 4.9 – 0
Research

design and implementation
(PLO 5.2)
10 points
The report clearly demonstrates an ability to design and
implement research to a high level, in accordance with project
aims, project constraints, and relevant ethics frameworks.
Mark: 10 – 8.5
The report demonstrates an ability to design and implement
research to a solid level, in accordance with project aims,
project constraints, and relevant ethics frameworks.
Mark: 8.4 – 7.5
research, in accordance with project aims, project constraints,
and relevant ethics frameworks.
Mark: 7.4 – 6.5
research to an adequate level, with some consideration of the
project aims, project constraints, and relevant ethics
frameworks.
Mark: 6.4 – 5
The report does not demonstrate an ability to design and

implement research. Little, or no, consideration has been given
to the project aims, project constraints, and relevant ethics
frameworks.
Mark: 4.9 – 0
Data Analysis
Data Interpretation
AND
Recommend-ations
(PLO 5.1)
45 points
The report demonstrates a high-level of understanding of key
issues regarding qualitative and/or quantitative data collection
methods, data analysis, and interpretation. The
recommendations made are insightful and feasible in terms of
implementation.
Mark: 45 – 38.25
The report demonstrates a solid understanding of key issues
regarding qualitative and/or quantitative data collection
methods, data analysis, and interpretation. The
recommendations made are thoughtful and feasible in terms of
implementation.
Mark: 38.24 – 33.75

The report demonstrates a satisfactory understanding regarding
qualitative and/or quantitative data collection methods,
analysis, and interpretation. The recommendations made are
sound and feasible in terms of implementation.
`
Mark: 33.74 – 29.25
The report demonstrates an understanding regarding qualitative
and/or quantitative data collection methods, analysis, and
interpretation. The recommendations made are feasible in terms
of implementation.
Mark: 29.24 – 22.5
The report demonstrates a poor, or no, understanding regarding
qualitative and/or quantitative data collection methods,
analysis, and interpretation. The recommendations made are not
well-thought through and/or not feasible in terms of
implementation.
Mark: 22.4 – 0
Video Summary
(PLO 3.2)

10 points
The research project is clearly and completely summarized in
terms of the main components discussed in the course. The
video is the appropriate length
(1 minute).
Mark: 10 – 8.5
The research project is competently summarized in terms of the
main components discussed in the course. The video is the
appropriate length
(1 minute).
Mark: 8.4 – 7.5
The research project is summarized. The video is not the
appropriate length (1 minute).
Mark: 7.4 – 6.5
An attempt to summarize the research project is made. The
video is not the appropriate length
(1 minute).
Mark: 6.4 – 5.0
The research project is not summarized or a very poor attempt
has been made. The video is not at all the appropriate length
(1 minute).

Mark: 4.9 – 0
Professionalism
5 points
Page limit guidelines are observed. The report is well-structured
and adheres to formatting requirements. Material is fully
referenced using UTS Harvard style. There are no technical
errors. The report was submitted in the correct format.
Mark: 5 – 4.25
Page limit guidelines are observed. The report is structured and
adheres to formatting requirements. Material is referenced using
UTS Harvard style. There are very few technical errors. The
report was submitted in the correct format.
Mark: 4.24 – 3.75
Page limit guidelines are observed. The report is adequately
structured and adheres to formatting requirements. Most
material is referenced using UTS Harvard style. There are few
technical errors. The report was submitted in the correct format.
Mark: 3.74 – 3.25
adheres to formatting requirements. Some material is
referenced. There are technical errors. The report was submitted
in the correct format.

Mark: 3.24 – 2.50
Page limit guidelines are not observed. The report is poorly
structured and fails to adhere to formatting requirements.
Material is not referenced appropriately. There are many
technical errors. The report was not submitted in the correct
format.
Mark: 2.49 – 0
Appendix C: Grading Criteria for ‘Project Review Report’ (20%
of Overall Subject Grade)
Criteria
Credit 65% – 74%
Pass 50% – 64%
Fail 0 – 49%
Critical review of the project process and associated challenges
40 points
The report provides an insightful and engaging critical
discussion regarding the challenges faced during the project
process. Further, some unique, valuable insights are provided
in terms of what has been learned from these challenges and the
application of this learning process to future business practice.
The report also offers an appraisal of how well the project
performed against initial objectives.
Mark: 40 – 34

The report provides an insightful, critical discussion regarding
the challenges faced during the project process. Further, some
valuable insights are provided in terms of what has been learned
from these challenges and the application of this learning
process to future business practice. The report also offers a
discussion regarding how well the project performed against
initial objectives.
Mark: 33.9 – 30
The report provides an insightful discussion regarding the
challenges faced during the project process. Further, some
thoughts are provided in terms of what has been learned from
these challenges and the application of this learning process to
future business practice. The report considers how well the
project performed against initial objectives.
Mark: 29.9 – 26
The report provides a discussion regarding the challenges faced
during the project process. Further, an attempt has been made
to offer some thoughts regarding what has been learned from
these challenges. Some attempt is made to consider how well
the project performed against initial objectives.
Mark: 25.9 – 20
The report fails to provide an adequate discussion regarding the
challenges faced during the project process. Further, little, or

no, attempt has been made to offer thoughts regarding what has
been learned from these challenges. Little, or no, attempt is
made to consider how well the project performed against initial
objectives.
Mark: 19.9 – 0
Applying Theory to Practice
20 points
The report offers an insightful and engaging discussion
regarding the way in which academic theories, concepts, and
frameworks inform business practice.
Mark: 40 – 34
The report offers an insightful discussion regarding the way in
which academic theories, concepts, and frameworks inform
business practice.
Mark: 33.9 – 30
The report offers a satisfactory discussion regarding the way in
which academic theories, concepts, and frameworks inform
business practice.
Mark: 29.9 – 26

The report offers a discussion regarding the way in which
academic theories, concepts, and frameworks inform business
practice.
Mark: 25.9 – 20
The report offers a poor discussion regarding the way in which
academic theories, concepts, and frameworks inform business
practice, or no discussion regarding this at all.
Mark: 19.9 – 0
How to Relate project to Ethical and Social Responsibility
(PLO 4.1)
10 points
The report clearly and completely relates the project to ethical
and social responsibility.
Mark: 10 – 8.5
The report competently relates the project to ethical and social
responsibility.
Mark: 8.4 – 7.5
The report offers some recommendations for how the project
can relate to ethical and social responsibility.

Mark: 7.4 – 6.5
An attempt is made to relate the project with ethical and social
responsibility.
Mark: 6.4 – 5.0
The report does not make or makes a very poor attempt to relate
the project with ethical and social responsibility.
Mark: 4.9 – 0
How to Extend Recommendations to Incorporate Sustainability
Principles
(PLO 4.2)
10 points
The report clearly and completely provides suggestions for how
to extend the project recommendations to incorporate
sustainability principles.
Mark: 10 – 8.5
The report competently provides suggestions for how to extend
the project recommendations to incorporate sustainability
principles.
Mark: 8.4 – 7.5
The report offers some suggestions for how the project can be

extended to incorporate sustainability principles.
Mark: 7.4 – 6.5
An attempt is made to extend the project recommendations to
incorporate sustainability principles.
Mark: 6.4 – 5.0
The report does not make or makes a very poor attempt to
extend the project recommendations to incorporate
sustainability principles.
Mark: 4.9 – 0
How to Extend Recommendations to Incorporate Diversity and
Indigenous Perspectives
(PLO 4.3)
10 points
The report clearly and completely provides suggestions for how
to extend the project recommendations to incorporate culturally
diverse and Indigenous perspectives.
Mark: 10 – 8.5
The report competently provides suggestions for how to extend

the project recommendations to incorporate culturally diverse
and Indigenous perspectives.
Mark: 8.4 – 7.5
The report offers some suggestions for how the project can be
extended to incorporate culturally diverse and Indigenous
perspectives.
Mark: 7.4 – 6.5
An attempt is made to extend the project recommendations to
incorporate culturally diverse and Indigenous perspectives.
Mark: 6.4 – 5.0
The report does not make or makes a very poor attempt to
extend the project recommendations to incorporate culturally
diverse and Indigenous perspectives.
Mark: 4.9 – 0
Professionalism
10 points
Page limit guidelines are observed. The report is logically

structured and makes excellent use of the page limit. Material is
fully referenced using UTS Harvard style. There are no
Mark: 20 – 17
Page limit guidelines are observed. The report is adequately
structured and makes good use of the page limit. Material is
referenced using UTS Harvard style. There are very few
Mark: 16.9 – 15
uses the page limit relatively well. The majority of material is
referenced. There are few technical errors. The report was
submitted in the correct format.
Mark: 14.9 – 13
Page limit guidelines are observed. The report is structured.
Some material is referenced. There are some technical errors.
The report was submitted in the correct format.
Mark: 12.9 – 10
Page limit guidelines are not observed. The report is not
logically structured and does not make adequate use of the page

limit. Material is not referenced. There are many technical
errors. The report was not submitted in the correct format.
Mark: 9.9 – 0
16
24790 Business Project (Marketing)
STUDENT NOTES
Appendix A: Grading Criteria for ‘Project Proposal’ (10% of
Overall Subject Grade; PLO 1.1.)
Criteria
Credit 65% – 74%
Pass 50% – 64%
Fail 0 – 49%
Clarity of Research Problem
10 points
The research problem is clearly and completely stated in terms
of the market, players, and environment. The importance of the
problem is compellingly established and a full explanation
provided of why the research is required.
Mark: 10 – 8.5

The research problem is competently stated in terms of the
market, players, and environment. The importance of the
problem is established and a full explanation provided of why
the research is required.
Mark: 8.4 – 7.5
The research problem is stated in terms of the market, players,
and environment. The importance of the problem is discussed
and an explanation provided of why the research is required.
Mark: 7.4 – 6.5
The research problem is stated. An attempt has been made to
discuss the importance of the problem and to explain why the
research is required.
Mark: 6.4 – 5.0
The research problem is not stated. No, or a poor, attempt has
been made to discuss the importance of the research.

Mark: 4.9 – 0
Clarification
of the Research
Objectives/Aims
20 points
A full explanation of what is to be accomplished by the research
is provided. The research objectives are clearly described and
thoroughly address the stated research problem. A clear
statement of the nature of information to be provided by the
proposed research is given.
Mark: 20 – 17
What is to be accomplished by the research is explained. The
research objectives are described and thoroughly address the
stated research problem. A statement of the nature of
information to be provided by the proposed research is given.
Mark: 16.9 – 15
is provided. Some attempt has been made to describe the
research objectives, which address the stated research problem.
The nature of information to be provided by the proposed
research is discussed.
Mark: 14.9 – 13

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