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大纲 MARK3088 Assessment Guide 2024 T2
大纲 MARK3088 Assessment Guide 2024 T2
MARK3088
Product Analytics
Term 2, 2024
Assessment Summary
Assessment Task Weighting Due Date* Learning Outcomes
Assessment 1: Quizzes 30% Weeks 3 & 5 CLO1, CLO3
There are two quizzes during the term, and you will receive automatic feedback/feedforward after
completing the task.
Assessment 2: Case study analysis 40% Week 7 CLO1, CLO2, CLO3
Each student will write a report to investigate a business problem about new product development in the
digital space. The case will enhance students' analytical, qualitative, and strategic decision-making skills as
well as their knowledge of multidisciplinary marketing approaches.
Turnitin
Turnitin is an originality checking and plagiarism prevention tool that enables checking of submitted written work for
improper citation or misappropriated content. Each Turnitin assignment is checked against other students' work, the
Internet and key resources selected by your Course Coordinator.
If you are instructed to submit your assessment via Turnitin, you will find the link to the Turnitin submission in your
Moodle course site. You can submit your assessment well before the deadline and use the Similarity Report to
improve your academic writing skills before submitting your final version.
You can find out more information in the Turnitin information site for students.
Late Submissions
The parameters for late submissions are outlined in the UNSW Assessment Implementation Procedure. If you submit
your assessments after the due date, you will incur penalties for late submission unless you have Special
Consideration (see below). Late submission is 5% per day (including weekends), calculated from the marks allocated
to that assessment (not your grade). Assessments will not be accepted more than 5 days late.
Extensions
You are expected to manage your time to meet assessment due dates. If you do require an extension to your
assessment, please make a request as early as possible before the due date via the special consideration portal on
myUNSW (My Student profile > Special Consideration). You can find more information on Special Consideration and
the application process below. Lecturers and tutors do not have the ability to grant extensions.
Special Consideration
Special consideration is the process for assessing the impact of short-term events beyond your control (exceptional
circumstances), on your performance in a specific assessment task.
Available here is a list of circumstances that may be beyond your control. This is only a list of examples, and your
exact circumstances may not be listed.
You can find more detail and the application form on the Special Consideration site, or in the UNSW Special
Consideration Application and Assessment Information for Students.
30%
Tests
Description: This is an online multiple-choice test, consisting of 10 questions covering week 1-3
Timing: The Online Quiz will be available on Week 3 Tuesday 5pm, and you must finalize your attempts to complete it
by 11.59pm on 16th June Sunday. The quiz will be disabled after this time so make sure that you have completed it
before then. My advice is to complete it a few days early to avoid any glitches that may occur.
Description: This is an online multiple-choice test, consisting of 20 questions covering week 1-5.
Timing: The Online Quiz in Week 5 will be available on 25th June Tuesday, and you must finalize your attempts to
complete it by 11.59pm on 30th June Sunday. The quiz will be disabled after this time so make sure that you have
completed it before then. My advice is to complete it a few days early to avoid any glitches that may occur.
Structure
This assessment task constitutes 30% of your overall mark for this course. Each question is worth 1 mark. You will
receive 1 mark for answering a question correctly. Feedback and results will be provided through the Moodle quiz
activity once the quiz window closes and after you have attempted the quiz.
Submission instructions
Remember you can take the quizzes as many times as you like until the quiz closing date. The highest mark will be
recorded as the final mark.
40%
(BCom students: myBcom course points for PLO3 Business Communication)
Written response
Limit your response per question to a maximum of 2 A4 pages
2. Topic modelling
Description of the dataset
UNSW Business School 4
Product reviews are important for brands to not only develop new product features, but also continuous improvement
to achieve product superiority over their competitors, command higher market shares and a premium price relative to
their competitors. Here, a corpus of toothpaste product reviews published in a British supermarket in the United
Kingdom. It is stored as .csv file, consisting of 6 attributes:
• Rating: between 1 to 5
• ReviewText: Text of the toothpaste review in English
• SubmissionTime: Date of publishing for the product review in YYYY-MM-DDTHH:MM:SS.000+00:00 format
• Title: Text title of each review in English
• UserLocation: Location of the reviewer in city, region, country format
• UserNickName: Reviewer's nickname
Instructions of this analysis
Perform the following tasks:
a) Apply the Latent Semantic Analysis and Latent Dirichlet Allocation technique to study the topic focus of
toothpaste’s reviews. Characterize them by exploring the most frequent words in each topic.
b) How do these topics evolve through time in the product review?
Remark: To perform this task, it can be that you need to perform some pre-processing steps.
3. A/B Test
Description of the dataset
Reviewing the LDC case study again together with both Week 1 and Week 3 lecture slides as well as Week 4 tutorial
slides. LDC tested its product at each stage of the customer journey. LDC has implemented experimental design for
InstaMoney. The meaning of each variable is explained through the spreadsheet called “Variable Legends”.
Instructions of this analysis
Perform InstaMoney Prototype A/B testing results (both conversion and lift) for the following features:
a) Generating Prospects
b) Onboarding
c) Credit Assessment
d) Payment Reminder
e) Query Resolution .
Based on the A/B testing results, how can LDC incorporate the best feature into InstaMoney?
Submission instructions
• Questions 1 and 2 are designed for Orange, consisting of a clear workflow so that the steps and conclusions
you make can be easily followed and verified.
• Question 3 is designed to be answered using excel although Orange also allows you to select the plotting
method in Scoring method to conduct statistical analysis, such as t-test and ANOVA. Both tools are
acceptable. The key is to draw conclusion to ensure the best product features.
• Create a report using Microsoft Word, including cover page, index, headings, and visuals.
• Screenshot of your completed workflow from Orange.
• Include in your report answers to the questions 1-3 outlined above. Limit your response per question to a a
maximum of 2 A4 pages (single space, 12 fonts, 2.5cm margins, Calibri). Hence, a total number of 6 pages
can be submitted.
• Always provide rational to the insights you have gathered.
• Feel free to customize the report based on specific findings and nuances from your analysis.
• N Name your report as Tutorial_PA_Orange_zID.doc (or .docx). For example:
W14A_PA_Orange_z1234567.doc.
UNSW Business School
• Name your Orange workflow as Tutorial_PA_Orange_QuestionID_zID.ows. For example:
W14A_PA_Orange_Q1_z1234567.ows. OR W14A_PA_Orange_Q2_z1234567.ows.
• For Q3 and excel is chosen, name your file as W14A_PA_Excel_Q3_z1234567.xls (or .xlsx).
• This assignment contains four submission parts: report, workflow of question 1, workflow of question 2,
workflow or excel of question 3. Submit the files via the corresponding upload links on Moodle by 14th July
Sunday 11:59 pm.
• Late submission results in a 5% penalty for every day late, with a maximum of 5 days, impacting the grade
negatively.
30%
(BCom students: myBcom course points for PLO4
Teamwork)
Oral and written response
Max 15 minutes
Lecture on 29th July
Submission instructions
As you are aware now, there are a number of delivery dates for this project. Although they are formative coursework
which does NOT count towards the final mark, completing the tasks in the respective week helps to progress your
group project. Make sure you work with your group and individually to format and complete the delivery following
these requirements:
• Always provide rational to the insights you have gathered and use academic support to strengthen your
arguments.
Metrics to track:
• What % of new sign-ups upgrade to a paid subscription?
• What is the average podcast listening time per week per user?
• What is the activation funnel conversion from signing up, listening to a podcast, and then subscribing to it?
• What is the average number of podcasts users are subscribed to?
• What are the top 10 podcasts that users subscribe to?
Use the tracking plan template provided in the course and add the additional events, event properties and user
properties necessary.
Teamwork and Leadership 20% Fails to proactively collaborate, Displays limited initiative in Shows some initiative in Displays effective collaboration Exhibits exceptional proficiency in
Demonstrates proactive resolve conflicts, or seek collaboration, seldom seeking collaboration, seeks assistance, skills most of the time, seeking collaboration skills, consistently
collaboration skills and assistance, resulting in a lack of assistance or addressing or tries to address conflicts in an assistance and resolving conflicts resolving conflicts adeptly and
effective conflict meaningful teamwork. conflicts. Poor understanding of effective way. when required. seeking assistance as needed.
resolution, actively collaboration or lack of conflict
seeking assistance when Fails to present a cohesive group resolution skills. Demonstrates some evidence of Achieves good integration, albeit Achieves exceptional integration,
necessary. effort, lacking integration, logical integration, but notable with minor inconsistencies in maintaining impeccable
sequence, and overall coherence Project provides evidence of inconsistencies in wording, tone, wording, tone, or style, yet consistency and logical coherence
Presents a project output within the project. some work on integration of or style disrupt logical flow. maintains a strong logical flow. across all project components.
that is well-integrated. materials. Project is not
Fails to provide any evidence of consistent and lacks Occasionally engages in Frequently engages in reflective Consistently engages in reflective
Demonstrates the reflective thinking. Little to no cohesiveness. Lacks logical reflective thinking, mostly thinking, highlighting an ability to thinking, adeptly identifying
practice of reflective evidence of self-assessment or flow. identifying strengths while identify strengths, albeit with strengths and highlighting areas
thinking. acknowledgment of the group's Reflective thinking is lacking, offering minimal limited recognition of areas for for potential improvement and
performance. with little to no evidence of self- acknowledgment of areas for improvement. future applications of gained
assessment or acknowledgment improvement. skills/tools.
of the group's performance.