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Unilink Studies
Pathways Diplomas
MKT10008: Marketing Principles
Assessment Task 1A – Presentation: Webcast: 15%
Webcast (or Webinar): 15% – Assessment Task Overview
In this assessment, the key requirement is for you to be able to demonstrate your understanding of market research.
You will do this by
1.
developing a script and
2.
creating a 7.5-minute-long webcast.
Your script and webcast will be based on and feature an interviewer/interviewee format.
In the webcast, you will be required to clearly communicate to your audience the market research process you have or
will undertake for the industry/organisation/brand/product you have chosen to analyse for your Assessment 1A
Market Analysis report.
You will need to form team of two, The key requirement for your teammate is to take on the role of the interviewer.
This role can be expanded to also function as an advisor/editor to ensure you meet the assessment requirements.
You are also expected to take on this role for your teammate eg be the interviewer/ advisor/editor. Each of you are to
produce and submit a 7.5-minute-long webcast and associated scripts.
The team member you work with must cover a different industry/organisation/brand/product to the one you have
chosen.
Each team members webcast is required to demonstrate your understanding of the
1.
Secondary market research
a.
2.
Required to be undertaken that you have already conducted or will undertake for your Market Analysis
report and
Primary market research
a.
You would undertake, if you had access to the available resources, for the
industry/organisation/brand/product you have chosen to investigate in your Market Analysis report.
You are to summarise the important aspects of marketing research in this webcast.
Definition of Webcast
A webcast is a (live) online broadcast of the audio or video feed from your meeting or event. Terms such as web event,
web lecture, virtual event, online seminar or webinar are also often used. But a webcast is different from a webinar or
online seminar in that a webinar is 100% online, whereas a webcast is the online broadcasting of an existing physical
event.

What is a webcast?

2|Page
Learning Outcomes:
This assessment reflects Unit Learning Outcomes 2,3.
Students who successfully complete this assessment should be able to:
•
Conduct market research and analysis to support business strategy and development of marketing plans.
•
Analyse environmental factors, consumer behaviour and market segmentation to achieve better business
outcomes.
Conditions for assessment – Overview
th
Due:
End of Week 5 by 11.59pm, Friday 29 July 2022
Marks:
15%
Webcast length:
Each webcast to be 7.5 minutes long
Team:
Two members per team
Instructions on submitting assessment
â–ª
â–ª
â–ª
Submitted via Canvas each Team Member submits their own:
»
Webcast File (MP4 file)
»
Script – Word Doc only (Tip: Plan for 120 words a minute)
»
Cover Sheet
Please note:
»
You can only submit one file at a time into CANVAS.
»
You will need to submit twice, one to upload your media file and one to upload your script.
»
The second time you submit you will be told it is a resubmission.
»
Using the resubmit function button, will not delete or override your previous submission.
th
Submitted via Canvas Turnitin by 11.59pm, Friday 29 July 2022.
Marking:
â–ª
The webcast and script to be marked out of 45 and converted to a mark out of 15
â–ª
If the Canvas Turnitin copy is not uploaded on time a 10% penalty per day will be applicable.
â–ª
This means that you lose 10% of the awarded / given marks per day, for up to five days, beyond which the
report will not be accepted (zero mark). So, if the report would have received 48 out of 70 marks, but was two
days late, it will now only get 48 – (2 X 4.8) = 38.4 marks out of 70.
Webcast: 15% – Assessment Task Detail
For each team member the following will need to be included in their submission:
Webcast
Context
The professionalism of your Market Analysis report (Assessment 1B) will be a direct output of
your understanding, use and diversity of secondary data (research) you source and use
effectively to discuss your chosen industry/organisation/brand/product.
MKT10008: Marketing Principles
Assignment Task 1
3|Page
By extension, the information gathered by using secondary data provides you with the
knowledge to enable you to determine what type of primary data (research) would be the
most effective in better understanding and targeting customers segments when we move to
the 4P’s for your product.
Your webcast discussion should provide for an examination and exploration of your
1.
Secondary data research and
2.
The primary data research you would choose if you had the opportunity, advising why
it would be more appropriate (advantages and disadvantages) than other types of
primary research.
The webcast you produce examines your understanding of market research and its importance
in survival and growth of an organisation.
The webcast is to be 7.5 minutes in length.
You will need to submit your media file and script into CANVAS.
Webcast discussion requires the following knowledge areas to be covered:
1.
Provide context to the listener of what they should be expecting to hear about
throughout the webcast.
2.
What is the purpose of the research you are undertaking?
3.
What is secondary research?
4.
What best describes the type research that you have or will undertake and if one
and/or more of these research types is not applicable, why not. (Exploratory,
Descriptive and/or Causal research)?
5.
For each of type of secondary research sources (Internal, Government Publications,
Periodicals and Books, Commercial Data) explain why you chose or will choose these
sources? Provide representative examples.
6.
Apply and explain the following criteria (relevance, accuracy, currency, impartiality) to
evaluate the representative examples as stated in Q5?
7.
What is primary research?
8.
If you had the opportunity what would be the best types of primary research, you
would pursue? Why?
The process recommended for you to follow:
Written Communication
1.
Brainstorm questions.
Generate a list of questions from your brainstorm session. (What is a brainstorming
session?)
2.
Webcast Questions:
From the list of questions from your brainstorming session produce a set of questions
that you will use in the Webcast Interview (5 – 10 questions)
3.
Script:
Develop script, general outline/notes you will use in your webcast.
MKT10008: Marketing Principles
Assignment Task 1
4|Page
Verbal communication during the recording of the webcast
1.
2.
Interviewer
a.
Welcome – Ask an ice breaker question
b.
Ask questions
c.
Allow speaker to complete answer without interruption
d.
Listen carefully to speaker
e.
Make sure you have a series of follow up questions are asked
f.
Conclusion/Closing statement
Interviewee
a.
Needs to be fully prepared to be able to respond effectively, knowledgeably
to all questions
Support Material
What is a Webcast?
Why You Should Get Started With Webcasting and How To Do It

Why You Should Get Started With Webcasting and How To Do It

How do I make a Webcast?
Media File Creation
You have probably had experience already with a range of video recording software.
For this assessment you could use Microsoft Teams or Zoom. There are extra marks if you
extend yourself to edit out any errors or insert music that improves your webinar. The
following could help.
1.
Screencast-o-matic – Free Video Editor https://screencast-o-matic.com/video-editor
2.
Screencastify – Make online video editing easy.
https://www.screencastify.com/products/video-editor
3.
Biteable https://biteable.com/tools/
4.
Background music also available free from lots of web sites eg Melodyloops
MKT10008: Marketing Principles
Assignment Task 1
Story Outline Guide
Your recorded interview of around 7.5 minutes for each member should
answer or include the following:
1. Welcome and outline what you will be doing and covering throughout the
podcast e.g. make sure the audience understands the structure of the
podcast.
2. State your industry, company, brand (if relevant) and specific product. (Very
brief.)
3. State the purpose of your research, that is, to complete your Assessment 1B.
(Very brief.)
4. Concerning your research, was this exploratory, descriptive or causal? From
your answer, show that you know the meanings of these terms. (Brief.)
5. What is secondary marketing research? (Very brief.)
6. Secondary source 1:
a. What is one example of a secondary research source that you have
used so far in researching your Major Report (Assessment 1B)?
b. In the general sense (ie. nothing to do with your specific research),
how good and reliable is this source, that is what are its advantages
and disadvantages? As much as possible, answer this in terms of the
source’s relevance for most typical users, its accuracy, its currency and
its impartiality (independence from possible bias or distortion).
c. Then how useful was it for your purposes (did it have what you were
looking for)?
d. Give a specific example of something important (actual information for
use in Assessment 1B) that you found from this.
7. Secondary source 2:
a. What is another example of a secondary ……. (as per source 1, above).
8. Secondary source 3:
a. What is another example of a secondary ……. (as per source 1, above).
9. Secondary source 4:
a. What is another example of a secondary ……. (as per source 1, above).
10. What is primary market research? (Very brief.)
a. Concerning your later Assessment 1B, if you had the opportunity
(which you won’t), what would be the best type of primary research
you would pursue (that is, as an extra to all the secondary research
which you have done)?
b. The choices are a survey, a focus group, a series of in-depth
interviews, an experiment, or an ‘observation’ exercise.
c. Is it quantitative and/or qualitative?
d. Be quite specific about who you would survey, or include in a focus
group, or be the subject of an experiment, etc.
11. Justify why this method would be the best type overall than other methods in
your case. (Medium length.)
12. Finish the podcast interview and thank the audience and each other.
Assessment 1A (Webcast) Marking Guide
Criteria
Mark
available
for the
segment
No answer
0%
Fail
0% to 49%
Pass
50% to 59%
Good
60% to 69%
Very Good
70% to 79%
Outstanding
80% to 100%
Did not complete
or did not respond
to the
requirements
No clear structure.
Introduction and
industry discussion
only.
Outline covered
some of the
background to the
webcast topic and
the proposed
interview structure
and process.
Good outline by
the interviewer and
interviewee
enabling the
audience to
understand
webcast topic and
the proposed
interview structure
and process.
Excellent outline by
the interviewer and
interviewee
enabling the
audience to
understand
webcast topic and
the proposed
interview structure
and process.
2.5
Did not complete
or did not respond
to the
requirements
Demonstrated little
understanding of
purpose of the
discussion
Demonstrated
understanding of
purpose of the
discussion
Demonstrated
good
understanding of
purpose of the
discussion
Demonstrated very
good
understanding of
purpose of the
discussion
Demonstrated
complete
understanding of
purpose of the
discussion
5.0
Did not complete
or did not respond
to the
requirements
Tried, however
response provided
an incorrect
demonstration of
the types of
research.
Correct application
of one type and
attempt at the
second of research
being used
Correct application
of two types of
research being
used
Correct application
of two types and
attempt at the
third type of
research being
used
Correct application
of all types of
research being
used
Context
(Logical structure for the
script/webcast e.g. what
will you be discussing,
what industry)
5.0
Purpose
(why you are doing the
research)
Types of Research
being or will be used in
your Market Report
(Exploratory, descriptive,
and Causal)
Assessment 1A (Webcast) Marking Guide
Criteria
Sources of Secondary
Research being or will
be used in your Market
Report
(Internal, Government
publications, Periodicals
and books, Commercial
data)
Explanation of
evaluation criteria
(relevance, accuracy,
currency, and
impartiality)
Primary Research
Projection
(Demonstrated why
your choice of primary
research method was
better than other
options)
Mark
available
for the
segment
7.5
No answer
0%
Fail
0% to 49%
Pass
50% to 59%
Good
60% to 69%
Very Good
70% to 79%
Outstanding
80% to 100%
Did not complete
or did not respond
to the
requirements
Tried, however,
unable to
demonstrate use
of sourcing
secondary research
Demonstrated
knowledge of
being able to use
secondary research
and providing
correct examples
for one source
categories
Demonstrated
knowledge of
being able to use
secondary research
and providing
correct examples
for two source
categories
Demonstrated
knowledge of
being able to use
secondary research
and providing
correct examples
for three source
categories
Demonstrated
knowledge of
being able to use
secondary research
and providing
correct examples
for all four source
categories
Did not complete
or did not respond
to the
requirements
Poor
understanding of
why applying
evaluation criteria
to secondary
sources improves
market research
outcomes
Shows
understanding of
why applying
evaluation criteria
to two of the
secondary sources
improves market
research outcomes
Good
understanding of
why applying
evaluation criteria
to three of the
secondary sources
improves market
research outcomes
Good
understanding of
why applying
evaluation criteria
to all secondary
sources improves
market research
outcomes
Excellent
understanding of
why applying
evaluation criteria
to all secondary
sources improves
market research
outcomes
Did not complete
or did not respond
to the
requirements
Made the attempt,
however, was
unable to
demonstrate what
primary research
should be used
Better choice of
primary research
for interviewee’s
chosen products
could have been
identified
Good choice of
primary research
for interviewee’s
chosen products
correctly
identifying only
advantages or
disadvantages only
Good choice of
primary research
for interviewee’s
chosen products
correctly
identifying both
advantages and
disadvantages
Excellent choice of
primary research
for interviewee’s
chosen products
correctly
identifying both
advantages and
disadvantages
5.0
5.0
Assessment 1A (Webcast) Marking Guide
Criteria
Mark
available
for the
segment
No answer
0%
Fail
0% to 49%
Pass
50% to 59%
Good
60% to 69%
Very Good
70% to 79%
Outstanding
80% to 100%
Delivery is hesitant,
and choppy or
sounds like the
presenter is
reading.
Appears
unrehearsed with
uneven delivery.
Rehearsed, smooth
delivery.
Well-rehearsed,
smooth delivery.
2.5
Did not complete
or did not respond
to the
requirements
Well-rehearsed,
smooth delivery in
a conversational
style.
2.5
Did not complete
or did not respond
to the
requirements
Presentation is
recorded in a noisy
environment with
constant
background noise
and distractions.
Presentation is
recorded in has
background noise
and distractions.
Presentation is
recorded in a semi
quiet environment
with some
background noise
and distractions.
Presentation is
recorded in a quiet
environment with
minimal
background noise
and distractions.
Presentation is
recorded in a quiet
environment
without
background noise
and distractions.
Music is distracting
to webcast.
In places, music is
distracting
background to the
webcast.
Music provides
supportive
background to the
webcast.
Music is
appropriate to
webcast material
2.5
Did not complete
or did not respond
to the
requirements
Music enhances
the mood, quality
and understanding
of the
presentation.
Responses to
Questions
Technical production
(Contribution of the
audio quality and
background music
improves the
communication of your
message)
Assessment 1A (Webcast) Marking Guide
Criteria
Mark
available
for the
segment
Webcast Discussion
5.0
Formatting, spelling
and grammar
(Title Page, Headers and
Footers, Page numbers,
Correct spelling and
Grammar, Names and
ID numbers of
Contributors)
2.5
No answer
0%
Fail
0% to 49%
Pass
50% to 59%
Good
60% to 69%
Very Good
70% to 79%
Outstanding
80% to 100%
Did not complete
or did not respond
to the
requirements
Webcast is more
than 3 min – too
long or short.
Webcast length is
more than 2 min –
too long or short.
Webcast length is
more than 1 min –
too long or short.
Webcast length is
more than 30
seconds – too long
or short.
Keeps to specified
7.5 min.
Did not complete
or did not respond
to the
requirements
Includes a few of
the required
elements.
Basic elements
included.
Most of the
required elements
accurately and
completely
included.
Almost all the
required elements
accurately and
completely
included.
All the required
elements
accurately and
completely
included.
WEBCAST INTERVIEW SCRIPT
Title
Prepared by:
Provide all group members names and ID numbers
Please edit the heading and footers
Remove this red writing before submitting
Teacher Name:
Unit Name & Code:
Due Date:
Table of Contents
Script …………………………………………………………………………………………………… 3
Page ii
Title of Report
Script
Your Group members’ names & Student ID’s
3

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