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Key information Dates/submission Assignment handed out in week 2/3; Due date Wednesday 5th April by 12noon on Turnitin Types Individual assignment: Report writing: Describing a neighbourhood/suburb. Graduate Capabilities practiced Writing Business Reports Enquiry/Research Skills Critical Thinking/Analysis Skills Type of research Secondary data only: so-called desk research. 1000 word limit +/- 10% Marks 10% of the total marks for this subject Additional support materials Available in LMS and library Assignment in detail Background (hypothetical scenario): The ALPHA PROPERTY DEVELOPMENT GROUP is interested in investing significant amount of money into building property within Australia. The company has already developed a variety of properties across Australia, including both residential and commercial buildings. But what type of property should they invest in developing and in which approximate location? Your task: 1. You will be randomly allocated a post code area from Australia (See Moodle / LMS for your postcode area) 2. Use Marketing Theory (from your textbook or e-journals) to identify the relevant criteria to use when describing the people living in this post code area. Use search terms like, ‘demographics’ and ‘geodemographics’. Include a brief summary / justification of which variables you will be using in your report (i.e. what did the theory say? What are the key definitions? Should you focus on any specific variables? Etc) Basically the Marketing Theory you are addressing is the theory on segmentation and targeting. Basically the process you will be following is: Describe the population in the postcode area. What segments of consumers / people live in your postcode? How are their housing and related needs served? What types of dwellings and services like shopping centres / transport exist in the postcode? Is there a particular segment that Alpha can target? What would you recommend? 3. Use Australian Bureau of Statistics (ABS) to find the characteristics of the population in this area. Paste the main url for this assignment into the web browser http://www.abs.gov.au/websitedbs/censushome.nsf/home/Census and then enter your assigned postcode in the Quick Stats request box Besides the population, you may also wish to find a range of other data including the types of dwellings and sales prices of dwellings and any other information relevant to your assignment. Please utilise and reproduce in your assignment tables, graphs and figures. Each set of data / table should be followed by a short interpretation of the information / a summary of the key points. The Australian Bureau of Statistics (ABS) is a COMPULSORY data source for you to use. Other data sources can be used to complement your findings. 4. Compare the population in your post code area to the ‘average Australia’. Please utilise tables, graphs and figures when possible followed by a short

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