BMK3015 Major Project Assessment Brief 2026 | Temasek Polytechnic, Singapore

Group Project (40%)

You will work in teams of 5-6 students and be graded on a group basis. Each member of the group is expected to contribute to the group project. Members who fail to contribute will be penalised.

Each project group will be required to submit a final colour-printed proposal with a series of marketing materials (e.g. research findings/infographics, printed collaterals, promotional videos, marketing prospectus, etc.) across traditional and/or digital media communication platforms for this project.

Your group will be given a real client and will have to take on a holistic approach in applying what you have learnt in the diploma when solving the business or marketing problem(s). The requirements of the materials will be determined by the client and the scope of the project. This project is also meant to develop your critical thinking and relationship building skills through group work, and to stretch your creativity and capabilities in all aspects of marketing.

Plagiarism Check

The project would have to be run through Turnitin on TP LMS to identify areas of overlap between the submitted assignment and existing works. The matching sources for this project must not exceed 20%. Assignments exceeding 20% will not be accepted for grading.

Submission Format

• Submission is in Microsoft PowerPoint Slides not exceeding 30 slides with minimum Font size 16 (excluding the slides for Cover Page, Content Page, References and Appendices).
• You should have appropriate visuals in the body of your assignment and/or in the Appendices.

Individual Assignment (30%)

This assignment has tri-focus and is designed to (1) assess students’ knowledge of the client’s business environment, (2) understanding of generative AI applications to enhance or improve performance of key marketing tasks and (3) identification and evaluation of sustainability concerns (ESG) relating to the client’s business that can be aligned to the Singapore Green Plan 2030.

Part 1: Analysis of AI and/or Automation Applications With Potential For Adoption In Client’s Business Students should examine the client’s business environment to showcase challenges faced by the client and identify opportunities where AI and/or automation applications can be adopted to enhance or improve marketing tasks.  Details of the application’s interface (ease of use), sample tasks, enhancements and benefits, as well as sample outputs should be clearly explained.

Part 2: Analysis of ESG performance

In line with Singapore Green Plan 2030 on Sustainability, (https://www.greenplan.gov.sg), students are to conduct a comprehensive analysis of the Environmental, Social, and/or Governance (ESG) performance of the client company. Students will have to evaluate the company’s sustainability initiatives, policies, and practices, and assess their alignment with ESG principles*. Students should use appropriate resources from sustainability performance reports, social media postings, screenshots from relevant websites, research articles on ESG investing and corporate sustainability. The analysis should ideally cover all relevant factors of the ESG areas. (Areas for analysis for each principle are listed below as a reference. You may include other areas specific to your company’s industry or operations.)

For Reference: Environmental Factors

• Areas to cover inclide the company’s efforts to minimise its environmental impact, such as energy efficiency, energy consumption, pollution control, climate change initiatives, renewable energy usage, waste management, water usage, conservation efforts, greenhouse gas emissions and carbon footprint reduction etc.

For Reference: Social Factors

• Areas to cover include the company’s social responsibility practices, including labor practices and human rights policies, diversity and inclusion initiatives in the workforce, community engagement, employee health and safety measures, community engagement and philanthropy, supply chain management and supplier diversity etc.

For Reference: Governance Factors

• Areas to cover include the company’s corporate governance structure, board composition diversity and independence, executive compensation, fairness and transparency, ethics and integrity in business practices, risk management and green disclosure practices etc.

*For non-listed companies where public information is limited, you may include information from similar companies in the industry. You must justify why you have included the info and how it may be relevant to your client.

Part 3: Conclusion & Actionable Recommendations

Students are to provide actionable recommendations on the use of Martech and AI tools to enhance the company’s marketing performance and ESG efforts in implementing sustainable solutions/programmes and green practices that will benefit the company.  Actionable recommendations must include –

a) Three recommendations with details on the actions that need to be taken to adopt marketing automation, use of AI for enhancement of marketing performance, and/or to address the company’s efforts in ESG factors b) Marketing video oStudents are to develop ONE video for a specific social media platform (students to propose) to promote sustainable practices related to a specific recommendation (one or a few) that you developed in (a)

• The target audience for this video must also be specified and justified.
• This video must be between 30 seconds minimum and 2 minutes maximum and it should be uploaded to YouTube or a suitable platform as an unlisted video with public access via link. Include the link in your submission and ensure that the link provides access to your supervisor.

Compulsory Submission

Refer to Appendix C – Declaration on the use of Generative AI Tools for Assignments.

Submission Format

• Submission is in Microsoft PowerPoint Slides/Canva (converted to PDF) not exceeding 16 slides with minimum Font size 16 (excluding the slides for Cover Page, Content Page, References and Appendices).
• You should have appropriate visuals in the body of your assignment and/or in the Appendices.

Individual Presentation (30%)

Students will be required to prepare and make an oral presentation of their team’s proposal and include detailed mock-ups (physical representations or online creations) of recommendation ideas.  The presentation will be 20 minutes long, with an additional 25 minutes of questions and answers (Q&A).  The presentation will be made to a panel of lecturers, including the industry client if appropriate. Every member in the group must participate in the presentation and Q&A session.  Students will also be individually assessed on their story-telling ability, showmanship, attitude, engagement, team spirit, and resourcefulness.