Assessment Instructions

You will need the following assessment brief and data set to apply the analytical tools to address the identified problem. First, set up a manager’s question using the managers' questions in this document.

Second, develop research questions from the manager’s question.

Third, specify information (i.e., data) needed for your research.

Fourth, develop your models and apply statistical tools to your data.

Fifth, interpret the model results.

Sixth, make suggestions based on the model results.

You will require MS Excel or R to apply the analytical techniques on data.

Task

Apply your marketing analytics skills to the real-world marketing problem identified in the case brief. Prepare a report and a voiceover presentation recommending your analytical insights and suggestions to address the problem.

Instructions

This assessment provides you with an opportunity to apply your knowledge and skills in marketing analytics to a real-world marketing problem identified in case brief.

Part A: Report (35%)

The final report will provide insights into the marketing problem that you propose to address. You will be required to apply a range of statistical techniques to the data to provide solutions and recommendations. You are expected to write a concise, yet insightful overview of your findings.

Follow the steps to address the identified marketing problem:

You will be provided with a data set (click the link below to download). Use the data set to define your project objective. The dataset and project objective will be applied to the real-world marketing problem you identified in case brief.

Consider the range of analytical tools and techniques learned in the course that can address your project objective(s).

Select the appropriate analytical tool or technique to address your project objective(s) and justify your selection.

Apply the selected analytical tool or technique to the given data set.

Report on the outcomes and suggest solutions to the real-world marketing problem.

Focus on how your findings may benefit the top management team.

Showcase your analysis quantitatively.

Use diagrams and graphs to enhance the interpretability of your results.

Part B: Voiceover Presentation (15%)

Prepare a voiceover presentation and translate the output from your analysis into managerial insights that are understandable to the top management team.

You will prepare a pre-recorded presentation to summarise and communicate your key findings.

Your presentation should be for a maximum of 10 minutes in duration.

The minimum expectation is a voice-over slide deck.

Your presentation should effectively communicate and translate your analysis into insights and recommendations that are understandable to your audience.

Your presentation should include the main parts of your project that you feel best highlight your findings and suggestions.

Presentation style/format

Part A: Report

The maximum word limit for the report is 2000 words.

Your report should have the following structure: Defined manager’s problem and research questions, critical analysis of analytical tools and methodology, analytics implementation, results and recommendations, and conclusion.

Your report should

 

use MS Word with the following format requirements: 12pt, and at least 1.5 lines spacing.

Your report must be written using correct spelling, grammar and punctuation. Language should be free of bias (including but not limited to race, gender, sexual orientation or disability).

Use diagrams and graphs to enhance the readability of your report.

Where you reference third-party material, Harvard referencing is required (see the UNSW Business School Harvard referencing guide below).

Table of contents, abstract or executive summary

 

are not necessary for this assignment.

Note that any references or appendices do not contribute to the word count.

Part B: Voiceover presentation

You can use MS PowerPoint, Screencast-o-matic or any other suitable program to prepare your presentation with a voiceover.

Your presentation should be prepared using correct spelling, grammar and punctuation. Language should be free of bias (including but not limited to race, gender, sexual orientation or disability). Harvard referencing is required.

Please record your presentation and publish it into a video format (MP4 is recommended). If you need assistance with recording a narrated presentation, please see the following link:

How to submit

Submit Part A (Report) on this page. Submit the accompanying files (e.g. Excel spreadsheets or R scripts) with Part B (Voiceover and accompanying files), using the "Submit Part B" submission link below.

You can submit the video in one of the ways listed below or, if necessary, in a way that is agreed between you and your Online Lecturer.

Option 1:

 Save your presentation as a video file that is smaller than 40MB. You may need to save your presentation in low resolution to ensure it stays under the 40MB limit. You can then submit your video file using the Submit Paper option on this page.

Option 2:

 Upload your video to OneDrive or Sharepoint. You can access these applications via your UNSW Office 365 account. You must add the title and location (URL address) of the video to the below word document and submit the document using the Part B submission link below. Your Online Lecturer will access the video using the URL in your document, so please ensure the link is correct.