Business College
AP Degree in Marketing Management
Manual
Project C
2nd semester
November 07
1 Aim of the project 3
1.1 Professional aims 3
1.2 Method aim 3
1.3 Aims of the project work 3
2 Topic for project C 3
3 Requirements for the project 3
3.1 Formal requirements 3
3.2 Requirements for format/extent, table of contents, source index, quotes: 3
3.2.1 Format and extent 3
3.2.2 Table of contents 3
3.2.3 Source index 3
3.2.4 Quotes 3
3.3 Requirements for content 3
4 Establishment of groups 3
5 Guidance (tutoring) 3
6 Presentation of the projects 3
7 Evaluation of the project 3
8 Activities 3
9 Sign-up sheet for Project C December 2007 3
1 Aim of the project
Project C marks the end of the second semester and thereby the first year of the AP degree programme in Marketing Management. The overall aim of this interdisciplinary project is to include the levels that have been reached in all subjects so far. It is also supposed to offer you an overview of how the various subjects are connected.
The semester theme is ”Market and society”
The aim of the theme of the second semester is to offer you a general view of the role of the individual and the business in a society with several networks and groupings, as well as a view of the various markets and market segments of the world and their needs. This aim is of course also reflected in the specialist part of the project.
1.1 Professional aims
You must work with the elements that are a part of an export market analysis for a specific company, ROCKWOOL A/S
A strategic analysis with focus on the export problems; a desk research analysis of an existing or potential export market for one the company’s product areas; a quantification of the chosen market’s potential.
You must be skilled in using argumentation techniques that are supposed to help you in strengthening your presentations, perception etc.
Furthermore you should develop the tools given in project management and personal development, among other things project management and group processes.
You must display your presentation skills when you present your project.
You must produce an Executive Summary (in English) to offer an overview of the project to an outside reader.
1.2 Method aim
You must be able to produce a specific and focused problem statement
You must consider method - you must produce a problem statement and use specific tools for problem clarification and problem solving
You must continue developing a project report – it must meet with the standards set for a project report at a higher education level
You must work with an “Executive Summary”
1.3 Aims of the project work
You must develop and gain even greater experience in meeting techniques, including summary reports
You must plan and take advantage of the guidance offered
As an appendix you must produce documentation for your management of time and content of the project
You must put together a project group and be able to control the process
2 Topic for project C
Based on a strategic analysis of a company, you must produce an analysis of an existing or potential export market for one of the company’s products or product areas. The company and market will be chosen by your supervisors.
In your market analysis the following must be included:
A Macro analysis (for instance PEST)
Analysis of demand
- must contain: a quantification of the potential market for the product/product area (how much can be sold – quantity and monetary)
- can contain: a segmentation, target group and purchase behaviour
Analysis of supply must contain:
- an analysis of the line of business or an analysis of the individual competitors’ strategies, including an assessment of the expected development.
Producing suggestions for a realistic goal for the next 1-2 years (realistically, seen from the company’s point of view, as well as from an assessment of the market).
Based on the goal, company and market analysis you must furthermore establish the most important tasks and focus areas for the company before an actual marketing plan is made. An outline for a parameter strategy should therefore not be made.
The external part of the analysis must be carried out through desk research / secondary data.
3 Requirements for the project
In the project there are demands regarding formalities, content, group work, use of guidance and self-evaluation.
3.1 Formal requirements
The written part of the project must meet with all the requirements and formalities that are normally in effect at projects at university level. This means that:
You must observe the following guidelines regarding front page, table of contents, source index, appendices, spacing, number of lines per page, letter size and number of pages:
· There must be page numbering throughout the project, including appendices
· Use footnotes for source reference in the project. Remember: always page reference to facilitate retrieval of further information.
· Source indication is essential to the assessment of the validity and credibility of the information.
· The entire project can be rejected if it is not”amply” supplied with source references.
· All tables and figures must be marked with figure/table number and a headline, which is clearly related to the content. The source and page number should be stated at the bottom of the page.
· A table or figure may not be left without a context. It must be clearly stated by the text which role it has in the assignment.
3.2 Requirements for format/extent, table of contents, source index, quotes:
3.2.1 Format and extent
· 1 copy of the project must be handed in.
· The format must be A4
· Right and left margin 2,5
· Margin top/bottom 2,0
· Spacing must be 1 1/2.
The project must not exceed 20 pages excl. front page, table of contents, source index and appendices. 10% should be allocated for an”Executive Summary”. Regarding the number of appendices – it is (in principle) unlimited but in the evaluation of the project emphasis will be put on ONLY appendices of great relevance to the project being included.
3.2.2 Table of contents
The project must contain a table of contents, which indicates the structure of main, and sub sections, source index, as well as appendices. Page numbers should also be indicated in the table of contents.
3.2.3 Source index
The source index is placed after the project’s conclusion and before appendices.
The project must contain a source/note reference system, which ensures that the reader is always given – and will be able to find – the sources of statements, tables or models.
The source index must contain:
· A list of literature where the individual books are stated in alphabetical order by last name of “first mentioned” writer. Then title, publisher/place, edition and year.
· A list of used sources from the Internet (www) with an indication of date for the find.
· A list of periodicals, name, year, number and page(s).
· A report list with the institutions or organisation’s name, title and page in the mentioned order.
· Material from the company with indication of the report’s name, author and date.
· Interviews, conversations, meetings etc. with indication of contacts, titles and dates of meetings.
3.2.4 Quotes
Literature quotes may not exceed 100 words. All quotes and information must have a source reference.
It is not allowed to hand in written work which is entirely or in part other parties’ written work without a clear indication through citation marks and source references. It is equally not allowed to use projects from other schools or earlier projects (total or partial copying). If you do not live up to these demands then the project will be rejected and you will be expelled from the school.
3.3 Requirements for content
An explanation of the choice of market/line of business.
A carefully considered use of numbered sections.
An ”Executive Summary” including all the most important elements of the project – in order to enable an outsider to understand your project/analyses/assessments and conclusions. The summary must be in English.
A problem statement (focus on what will be analysed and answered)
A method section: Here you will account for the structure of the project, choice of methods, as well as the considerations you have made in relation to the choice of method. In other words: In the problem statement you explain what will be analysed. In the method section you will explain how it will be analysed.
If needed, a limitation (markets, products, time horizons etc.)
Source criticism – a description and evaluation of the source material in relation to your use of the sources.
Stating sources continuously throughout the project, as well as in a source index at the end of the project.
Relevant sub-conclusions and a conclusion at the end.
Footnotes – precise source references – for the reader to be able to find the source and read what is being referred to.
Establish a group and evaluate the process.
Appendices that focus on your own learning progress throughout the project including an evaluation of your co-operation agreement.
4 Establishment of groups
The students will form groups of 4-5 students. If individual students are not in groups at the hand-in deadline then a group will be allocated by the administration.
Before the groups commence their work co-operation agreements must be made.
In the co-operation agreement the following should be indicated:
The group’s work approach
The group’s working hours (project work)
Handling of deadlines
Absence/illness
The co-operation agreement must be brought to the first session with your ”tutor” (During week 50) and will be discussed as the first item on the agenda.
5 Guidance (tutoring)
One tutor will be assigned to each group.
6 Presentation of the projects
After handing in of the written report the group must prepare a presentation of the project work. The presentation will take place in a “class room”; you must present your work to your tutor.
Each group will do a 10-minute oral presentation of the project. The following applies to the presentation:
Use of AV-aids is compulsory – for instance, flip-over charts, black board, overhead, posters, PowerPoint etc.
Illustrations should be prepared for the presentation by the group (photographic or electronic copies of books, homepages etc. should not be used)
Structure in the presentation – the group’s effort and the individual’s effort should point towards a common goal.
The transitions between the individual presentations are planned and rehearsed.
All group members must participate actively at the presentation.
7 Evaluation of the project
The tutor will give each group oral feedback after the presentation (10 minutes). The project and the presentation will be evaluated as passed/not passed. In the overall evaluation the oral presentation accounts for 20%. If the project cannot be passed in the first attempt then the further steps will be agreed upon with the tutor.
8 Activities
Activities Date
The Manual will be available in BB 3rd December 2007
Forming of groups 3rd to 5th December 2007, 12 o’clock
Assignment of tutor and geographical market in BB
6th December 2007 at 2.30 p.m.
Tutor meeting(s) During week 50
Project period
Week 50
Hand in one copy of your project in a box arranged on the counter in building 1
Be aware that all members of the group have a copy of the project.
An “Executive Summary” must be included in the project.
Remember name of all group members as well as the name of your tutor 14th December 2007 at 1.00 p.m.
Presentation and Feedback on your project
Week 51, the tutor will give you the exact time.
9 Sign-up sheet for Project C December 2007
Class Name of the groups members E-mail address:
The sign-up sheet must be handed-in at the administration office in building 1 no later than 5th December 2007 at 12 o’clock.
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