Posted: March 17th, 2023

MIS784 – Marketing Analytics Assignment

MIS784 – Marketing Analytics Assignment 1 – Trimester 2, 2020 Page 1

ANALYTICS
MIS784 Marketing Analytics
Assignment One
Background
This is an individual assignment, which requires you to analyse a given data set, interpret, draw conclusions
from your analysis, and then convey your conclusions in a written report to a person with limited knowledge
of marketing analytics.
Percentage of final grade 20%
Due date Monday 24th August 8pm
The assignment must be submitted by the due date electronically in CloudDeakin. When submitting
electronically, you must check that you have submitted the work correctly by following the instructions
provided in CloudDeakin. Please note that we will NOT accept any hard copies or part of the assignment
submitted after the deadline or via Email.
Extensions of time are not permitted. 5% will be deducted from the 20 marks allocated to this
assessment task for each day that the assessment is late, up to five days. Penalties include weekend
days. Where work is submitted more than five days after the due date, the task will not be marked and
the student will receive 0% for the task.
The assignment uses the file MIS784_Assignment 1_Data.xlsx which can be downloaded from CloudDeakin.
MIS784 – Marketing Analytics Assignment 1 – Trimester 2, 2020 Page 2
Assurance of Learning
This assignment assesses following Graduate Learning Outcomes and related Unit Learning Outcomes:
Graduate Learning Outcome (GLO) Unit Learning Outcome (ULO)
GLO1: Discipline-specific knowledge and capabilities:
appropriate to the level of study related to a discipline or
profession.
GLO2: Communication: using oral, written and
interpersonal communication to inform, motivate and
effect change
GLO3: Digital literacy: using technologies to find, use and
disseminate information
GLO5: Problem Solving: creating solutions to authentic
(real world and ill define) problems.
ULO1: To apply analytics models to a wide range of
marketing activities
ULO2: Use computer software to analyse consumers’ data
and understand the
strength and limitations of each software
ULO3: Analyse and interpret the output of a range of
Customer analytics models in
order to improve the decision making process
ULO4: Demonstrate comprehensive understanding of
Customer analytics models
ULO5: Demonstrate ability to communicate the findings in
writing in a way that is useful for both academics and
practitioners.
Feedback
Prior to submission
Students are able to seek assistance from the teaching staff to ascertain whether the assignment conforms
to submission guidelines. Please posted your questions on CloudDeakin’s discussion forum for Assignment
1.
After submission
Your assignment feedback will be returned in a rubric via CloudDeakin with an overall mark together with
comments. In order to understand any areas of improvement, students are expected to refer, and
compare, their answers to the suggested solutions.
MIS784 – Marketing Analytics Assignment 1 – Trimester 2, 2020 Page 3
Case Study
The CMO of electronics retailer JB Hi-Fi has commissioned a marketing study to analyse its performance
and identify opportunities for growth. Your marketing consultancy firm has been given this project and
you have been assigned the task of analysing the data and developing recommendations to be presented
to the CMO of JB Hi-Fi.
JB Hi-Fi is one of the leading electronics retailers in Australia operating over 210 stores. In the recent
years, increased competition has reduced its profitability and the retailer is working on a major
restructuring plan aimed at increasing its market share. As a first step towards restructuring, this study
has been commissioned to provide insights about JB Hi-Fi’s customers, their attitudes and their spending
habits. Two other retailers – Harvey Norman and The Good Guys have been identified as the major
competitors to JB Hi-Fi.
For this study, a survey was sent to 500 randomly selected consumers in Melbourne metro area asking
questions on their electronics purchases. The survey started by measuring ‘Top of mind brand recall’ by
asking respondents to name the first brand that comes to their mind when they think of an electronics
retailer. It then asked questions about respondents’ electronic purchases in JB Hi-Fi and its two major
competitors, in the past one year.
Besides, the survey also measured their perception of JB Hi-Fi and its competitors in three main store
attributes – price level, service quality and range of products carried. These three factors were identified
as the most important determinants of consumers’ electronic goods purchases. The responses were
collected on a 5 point scale for the following survey questions.
1. On a scale of 1(very unattractive) to 5 (very attractive), how attractive is the price charged by
each of the three electronics retailers.
2. On a scale of 1(very bad) to 5 (very good), how would rate the in-store and post purchase service
provided at each of the three electronics retailers.
3. On a scale of 1(very bad) to 5 (very good), how would rate the product variety (products and the
brands) carried by each of the three electronics retailers.
Out of 500 survey questionnaires, 322 responses were obtained at an astounding response rate of 64%.
Task One
Analyse the market position of JB Hi-Fi relative to its competitors. (Hint: Market share analysis)
Task Two
Identify the drivers of JB Hi-Fis’ performance relative to its competitors. (Hint: Market share
decomposition)
MIS784 – Marketing Analytics Assignment 1 – Trimester 2, 2020 Page 4
Task Three
Analyse your findings and identify opportunities for increasing JB Hi-Fi’s market share.
Task Four
Develop recommendations for JB Hi-Fi using your findings from the market share analysis and survey.
(Hint: Use survey data to find if there is any difference between the three retailers in the awareness, and/or
price, quality or assortment perception. You can compare average perception of each attribute (price, quality
and assortment.) across the three retailers. Develop recommendations based on your findings).
MIS784 – Marketing Analytics Assignment 1 – Trimester 2, 2020 Page 5
Submission
The assignment consists of two parts: Analysis and Report.
You are required to submit both your written report (approx. 1500 words) and analysis (in Excel).
• Analysis
The analysis should be submitted in the Excel file.
Before submitting your analysis make sure it is logically organised and any incorrect or unnecessary output
has been removed. All calculated figures are expected to be tied to appropriate Excel functions.
Note: Give the Excel file an appropriate name such as MIS784_A1_studentID.xlsx.
• Report
The report should be written based on your analysis output. As a general guide, you are expected to follow
the structure of the case report posted under Week 2 folder.
Note: Name the report with an appropriate file name such as MIS784_A1_studentID.docx.
MIS784 – Marketing Analytics Assignment 1 – Trimester 2, 2020 Page 6
Criteria Unsatisfactory Satisfactory Good Very Good Excellent
Analysis:
Analytical results
(Marks: 3)
GLO1 and GLO 3
0.7
No analysis is presented or
Irrelevant/inappropriate techniques
have been used to analyse the data
with many errors in the analysis
0-1.4
1.6
Consistently, independently and skilfully
uses appropriate data analysis
techniques, demonstrating some
expertise and specialised skills
1.5-1.7
1.9
Consistently, independently and
skilfully uses appropriate data analysis
techniques, demonstrating good
expertise and specialised skills
1.8-2
2.2
Uses appropriate data analysis
techniques independently,
efficiently and effectively, and
demonstrating a consistently
high levels of expertise and
specialised skills.
2.1-2.3
3
Uses most suitable data analysis
techniques independently, efficiently
and effectively, and demonstrating a
consistently high levels of expertise
and specialised skills.
2.4-3
Report:
Selection of analytical
techniques and evaluation of
the methodology for improving
marketing decision-making
(Marks: 4)
GLO1 and GLO5
1
Proposes no or inadequate solutions to
existing and/or new situations in
professional practice and/or further
learning that indicate comprehension
of a complex problem. Solutions do not
consistently reflect any intellectual
independence, adaptability and
integrity.
0-1.9
2.2
Proposes an acceptable creative
solutions to existing and/or new
situations in professional practice and/or
further learning that indicates
satisfactory comprehension of a complex
problem and reflects proficient
judgement of the pros and cons of the
proposed solution.
2-2.3
2.6
Proposes a good creative solution to
existing and/or new situations in
professional practice and/or further
learning that indicates comprehension
of a complex problem and reflects
expert judgement of the pros and cons
of the proposed solution. The
proposed solution reflect a high level
of intellectual independence and
autonomy.
2.4-2.7
3
Proposes a very good creative,
novel solution to existing
and/or new situations in
professional practice and/or
further learning that indicates
a comprehension of a complex
problem and reflects an
authoritative judgement of the
pros and cons of the solution
The proposed solution reflect a
very high level of intellectual
independence.
2.8-3.1
4
Proposes an exemplary creative,
novel solution to existing and/or new
situations in professional practice
and/or further learning that indicates
a deep comprehension of a complex
problem and reflects an expert and
authoritative judgement of the pros
and cons of the proposed solution
Solutions reflect an exceedingly high
level of intellectual independence.
3.2-4
Report:
Interpretation of analysis output
from a marketing perspective
(Marks: 5)
GLO1 and GLO5
1.2
Provides no or a limited interpretation
of the analysis output and no logical
interpretations from a marketing stand
point
0-2.4
2.7
Provides an acceptable interpretation of
the analysis output and satisfactory
interpretations from a marketing stand
point
2.5-2.9
3.2
Provides a good interpretation of the
analysis output and reasonable
interpretations from a marketing stand
point
3-3.4
3.7
Provides a very well
interpretation of the analysis
output and thorough
interpretations from a
marketing stand point
3.5-3.9
5
Provides an excellent interpretation
of the analysis output and insightful
interpretations from a marketing
stand point
4-5
Report:
Develop management
recommendations
(Marks: 5)
GLO5
1.2
Provides no or limited guidance as to
how solutions might be skilfully and
creatively implemented in a manner
that addresses multiple contextual
factors of the problem.
0-2.4
2.7
Provides satisfactory guidance as to how
solutions might be skilfully and
creatively implemented in a manner that
satisfactorily addresses multiple
contextual factors of the problem.
2.5-2.9
3.2
Provides expert guidance as to how
solutions might be skilfully and
creatively implemented in a manner
that adequately addresses multiple
contextual factors of the problem.
3-3.4
3.7
Provides very good
authoritative and expert
guidance as to how novel
solutions might be skilfully and
creatively implemented in a
manner that addresses
sufficiently multiple contextual
factors of the problem.
3.5-3.9
5
Provides outstandingly authoritative
and expert guidance as to how novel
solutions might be skilfully and
creatively implemented in a manner
that excellently addresses multiple
contextual factors of the problem.
4-5
MIS784 – Marketing Analytics Assignment 1 – Trimester 2, 2020 Page 7
Report:
Quality of writing, Report
formatting & Table & Figures to
support conclusions
(Marks: 3)
GLO2
0.7
Always or mostly uses inappropriate
and/or irrelevant content to develop
and explore basic ideas and presents an
unacceptable exposition of complex
knowledge and ideas.
0-1.4
1.6
Moderately uses appropriate, relevant,
and compelling content to illustrate
mastery of the subject or topic and
presents a clear, coherent, independent
and professional exposition of complex
knowledge and ideas
1.5-1.7
1.9
Mostly uses appropriate, relevant, and
compelling content to illustrate
mastery of the subject or topic and
presents a clear, coherent,
independent and professional
exposition of complex knowledge and
ideas
1.8-2
2.2
Consistently uses appropriate,
relevant, and compelling
content to illustrate a mastery
of the subject or topic and
generates original knowledge,
making a substantial
contribution to a discipline or
area of professional practice.
2.1-2.3
3
Consistently and effectively uses
appropriate, relevant, and
compelling content to illustrate a
mastery of the subject or topic and
generates original knowledge,
making a very substantial
contribution to a discipline or area of
professional practice.
2.4-3
Overall Score Fail (N)
0 – 9.5
Pass (P)
10-11.5
Credit (C)
12-13.5
Distinction (D)
14-15.5
High Distinction (HD)
16 – 20

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