Assessment Details and Submission Guidelines
BB103 Management Principles
School Business
Course Name Bachelor of Business
Unit Code BB103
Unit Title Management Principles
Trimester Trimester 2, 2019
A/Prof Monica Jurin
Assessment Type Group
Assessment Title Case Study Analysis and Presentation
Unit Learning
a. Explain key management theories that inform contemporary practices
b. Examine contemporary issues faced by managers in different levels of an
c. Analyse a management issue and justify recommendations based on new
knowledge of management theories
d. Work effectively with others in diverse management contexts
e. Identify and evaluate social responsibility and ethical issues in business situations
Weight 25% (Case Study Analysis 15% and Presentation 10%)
Total Marks 25
Word limit 2500
Release Date Week Four
Due Date Week Eleven before Class
All work must be submitted on Moodle by the due date along with a completed
Assignment Cover Page.
The assignment must be in MS Word format, 1.5 spacing, 11-pt Calibri (Body) font and
2 cm margins on all four sides of your page with appropriate section headings.
Reference sources must be cited in the text of the report, and listed appropriately at the
end in a reference list using APA 6
th edition for the School of Business.

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Extension If an extension of time to submit work is required, an Application for Special Consideration
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of assessment or the examination for which you are seeking Special Consideration.
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Major Assignment (to be done in groups of 3’s) = 15% Written Report & 10% In-class Presentation
Due before Class: Week 11 (Report)
Due in-class: Week 11 (Presentation)
This is a group assignment. The groups should consist of a minimum of three students and a maximum of
four students. You are required to read the case scenario based on the sources given including the reference
list and make sure you identify the general management issues covered by the case scenarios.
Spend time researching (Newspaper articles, Business magazines, plus any other suitable non-peer review
articles and peer-review articles from library search engines like Emerald and Ebscohost) in relation to the
company, industry(ies) and country(ies) in order to develop your analytical arguments and discussions. Also,
research management theories, expert Blogs, write-ups (very important to put in your citations to show
evidence basis proof) on suitable current management principles’ practice to help you critically and
constructively discuss, analyse, evaluate and provide justifications to the case questions and prepare your
This assignment requires you to write a report to address the case study questions in the context provided in
the case. You will need to use relevant topics learned in the management principles unit, analyse
management practices and evaluate the actions and decisions made in the case study (attached below).
The report should be structured as:
1. Executive Summary
2. Table of Contents
Case Study Questions
at least 10 academic sources of information such as peer-reviewed journals, and 5 industry
and/or government reports, books chapters, annual reports and other credible sources
Please discuss with your lecturer and tutor for any further clarification.
report and presentation slides (PPT) must be uploaded (Submitted) before the class in Week 11. Late
submission will be penalised at the rate of 10% of available marks per day or part thereof
. You will use your
PPT to present in a professional manner
in the lecture of Week 11.
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Case Study: Raising the Bar through Exporting
By Business Victoria
10 January 2019
‘I try to inspire staff to go above and beyond. Being able to share the award with them is invaluable.’
Alan Oppenheim, Ego Pharmaceuticals
Health and Biotechnology award winner, 2015 Governor of Victoria Export Awards
Q&A with Alan Oppenheim of Ego Pharmaceuticals
Ego Pharmaceuticals won the Health and Biotechnology award in the 2015 Governor of Victoria Export
What do you export and when did you start?
We manufacture, research and market products for the skin. We manufacture everything for treating and
maintaining healthy skin.
My family started the company in 1953 and started exporting in the 1960’s.
We now have 131 staff outside of Australia in 11 nations around the world. Their job is to educate their
customers on the benefits of the product and ensure that they build on the reputation that our company has
earnt over the years.
What made you decide to start exporting?
My father made the initial decision to export. At that point in time it was largely driven by an interest in
travel and the world. There was also an element of ‘why not?’
We are far more strategic in our decisions regarding where to go these days.
Why and how did you choose your markets?
Early markets were chosen largely through proximity. We started in New Zealand, the Pacific Islands,
Singapore and Hong Kong. These were the focus for quite some time.
I have been running the business for the past 10 years and have looked to grow the business into the Middle
East. I started in 1993 through a relationship with a local consultant. At that point in time people thought
going to the Middle East was like going to another planet. Now we have 79 staff based there and it is a huge
part of what we do.
We now focus on 3 main regions for further expansion. Asia, the Middle East and the UK.
What was your biggest obstacle and how did you work through it?
Probably the most consistent issue is the varying government regulatory requirements in every nation we
deal with.
As a consumer we are very supportive of governments having a team of people controlling the industry.
Although we are not supportive of new rules being introduced where there is little value to the consumer
but add great costs to the supply chain. In every country we deal with, changes are often made without
looking at the value to the customer that really impact our costs. These changes are difficult to navigate and
of course you have to be across all of them all of the time.

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We have 12 full time people working in regulatory affairs within our organisation. Their job is to
communicate with regulatory bodies and work with the different nations around the world.
In addition, having built my own team outside Australia has made an enormous difference to our growth and
reputation outside of Australia.
The difference in language and culture is also very difficult to work around. Every country has its own unique
quirks. Different communication styles and ways of doing business can be very challenging. Before entering a
country for the first time I meet with international government offices to discuss cultural sensitives. I find it
can be enormously helpful and you can really learn a lot through taking the time to do this.
What is it that you like most about exporting?
Whilst it’s a challenge it is also one of the things I enjoy the most, dealing with people from around the world
and their different cultures. Every culture surprises me.
Although the most satisfying thing about my business is helping people. I really believe we can make a
difference in people’s lives. This can be through preventing skin burn or simply looking after the skin to give
people added confidence.
We invest a lot of time in training our staff in selling, marketing and developing relationships. Seeing people
grow through the business is a great feeling.
What’s been the business result with exporting?
I believe that exporting has really helped us to raise the bar in every part of the business.
It has made us more complicated, but it means that we have a team that is working hard to ensure we are
performing well across the world.
We are producing more, which means we invest more into research and development. It has raised the bar
in innovation. Each country you deal with raises new challenges and new customer needs. That has helped us
to develop products that we have been able to take global.
Not having reliance on any one country also makes us more sustainable. There are always ups and downs
with any business. Exporting allows us to ride through those with greater ease.
Australia is still a very big part of our business, but we are on track to have our international division account
for around 50% of Ego Pharm by 2020.
Our export growth for 2016 is sitting at 38% and we are anticipating a further 43% growth the following year.
What advice would you give to businesses thinking about exporting?
Make sure your business is robust. You need good quality attitude and processes throughout the entire
Consider your unique selling points for your customers. The stronger these are the stronger you will be in
international business.
It will be challenging. But this is something you need to encourage staff to take on at all levels of the
It is also important to talk to others. Finding out what others have done before you can help you to be far
more strategic.

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Why did you enter the GOVEA awards?
Initially we entered the GOVEA awards for the PR opportunity.
We have entered a number of times and have 4 awards. The previous awards were commendations and last
year we won the category which we were extremely pleased about.
What has been the change, if any, to your business since receiving the award?
We find it is often difficult to find opportunities to really thank staff and be able to show something that has
come from their hard work. I try to inspire staff to go above and beyond. Being able to share the award with
them is invaluable. We used it immediately for internal marketing across the entire business. It is really nice
to be able to share this with all staff and distributors and give us all something to really be proud of.
Business Victoria. (2019). Raising the bar through exporting. Retrieved from
1 Strategy
a. Considering the industry that Ego Pharmaceuticals is operating in, what business-level strategy, i.e. lowcost, differentiation and focus, do you recommend for the CEO. Support your recommendations with the
relevant management theories, industry and company information and current news where applicable.
b. Which global strategy is Ego Pharmaceuticals currently pursuing? Discuss the advantages and
disadvantages of this strategy.
2 Ethics and Corporate Social Responsibility
a. Summarise Ego’s Values. Discuss any clear intentions you can identify.
b. Critically assess Ego Pharmaceuticals’ Values and corporate responsibility initiatives and outcomes. Do
you think Ego’s CSR activities and outcomes match their intent? Discuss at least three examples.
3 Organisational Culture and Change
a. Which organizational structure is most conducive to Ego Pharmaceuticals in its current business life cycle?
b. Alan Oppenheim said in the interview, ‘ Whilst it’s a challenge it is also one of the things I enjoy the most,
dealing with people from around the world and their different cultures. Every culture surprises me.’ What
do you think determines the culture of the Ego Pharmaceuticals corporate group? Are these determinants
the same between Australia and other countries that the company operates in? Discuss with examples.

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Marking Rubric for Group Case Study Analysis Report: Total Marks= /15.00

Marking Rubric
High Distinction
(HD) [Excellent]
= or >80%
Distinction (D)
[Very Good]
Credits (C)
Pass (P)
Fail (N)
Discussion and
(5 marks)
Concise and
specific to the
case and unit
Topics were
relevant and
relevant and
Some relevance
and briefly
The discussion
and arguments
were not relevant
to the case and
unit topics.
Theories and
(5 marks)
Relevant theories
were discussed
and specifically
applied to
support each
argument in the
were provided
and applied
throughout the
were provided
but application
of theories was
throughout the
Some theories
were discussed
in general but
not specifically
applied to the
No discussion of
any theories or
application of
Research and
Critical Analysis
(2 marks)
excellent ability
to think critically
and used
references and
credible sources
to support all
analysis and
good ability to
think critically
and used some
references and
credible sources
to support
analysis and
Some evidence
of critical
thinking. Used
references and
sources in
general to
support some
analysis and
Poor evidence
of critical
Minimal use of
references and
sources that
were not
relevant to the
case, analysis or
Did not
demonstrate any
ability to think
critically. Did not
use any academic
references or
credible source
Structure and
(2 marks)
The report was
well structured
and written with
great clarity, and
addressed all
The report was
well structured
and written,
and answered
all questions
The report was
well structured
with some
grammar and
spelling errors.
The report was
not structured
well with
grammar and
spelling errors.
The report lacks
structure and
was illegible.
(1 mark)
Used APA style
with excellent
references and
credible source
of information.
Used APA style
with relevant
references and
some credible
Good use of
APA style with
some minor
errors. Some
references are
Inconsistent use
of APA style
with few
Some non
credible sources
were used.
No proper
referencing was

Case Study Presentation:
With the same group formation, provide professional presentation through proper power-point referencing
and interactive presentation activity to the class audiences and your tutor and perhaps any stakeholders who
wishes to attend your presentation.
You need to provide clear references to all slides of your power-point.

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Marking criteria:
Marking criteria is shown in following table. Marks are allocated as follows:

Student Name:
Student Name:
Student Name:
Student Name:
MIT Student:
MIT Student:
MIT Student:
MIT Student:
Criteria Allocated
Comments Marks
Introduction: A brief outline of the
background and industry/environment
issues relevant to the companies.
Identify the key case questions to be
Use relevant theories and credible
sources of information
Provide a full discussion of the answers to
case questions using theories to support
your discussions, with supportive
arguments and justifications
Visual representation takes the form of
power point slides and includes one or
more of the following: charts, graphs,
statistics, pictures, photos or other
graphics are used in the power point
Effective organisation of materials and
Work well as a team.
Questions/ Discussion
Clear verbal and non-verbal
Questions from the audience are well
Presenters are engaging and interacting
with the audience.
Total 10%
Overall Comments:

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Assessor’s Name:
Assessor’s Signature:
Date: ______________________________