Assessment Task 4: Critical Analysis Paper
Due date: Week 11, at the lecture and also submit on Moodle
Weighting: 30%
Length and/or format: 1500 word essay
Further details will be provided in week 2
Purpose: To develop conceptual and critical thinking skills concerning existing marketing practice
Learning outcomes assessed: 1, 2, 4, and 5.
How to submit: Students are required to submit a hard copy of their papers at the beginning of the lecture and upload soft copies onto Moodle
Assessment criteria:
After your visits to your chosen retailer you are asked to write a critical review either of that retailer’s marketing strategies or you may choose to CRITICALLY examine the marketing strategy of ONE of the other retailers you may have included in your Weekly Reflections and how they use the various marketing concepts e.g. what is their primary and secondary target market, how do they segment their market, what concepts of consumer behaviour do they use in their store layout (in the case of, how do they use price, what elements of the promotional mix do they use etc.
The essay must not exceed 1500 words and all topics should be clearly headed, appropriate references should be cited to support your arguments.

Assessment Task 4 - MRK101 Critical Analysis Paper Marking Guide
Student
Name……………………………………………………………………..ID#.............................................................
Topic Max Mark Available Actual Mark
Marketing
environment 3
Segmentation strategy 5
Targeting strategy 5
Description of the target customer 3
Positioning strategy 5
Marketing tactics 6
Relationships 3
TOTAL 30
High Distinction Distinction Credit Pass Fail Max Mark Actual Mark
Marketing
environment Provides a excellent description of the marketing environment and clearly defines the implications for the brand. Takes into account all relevant information provided, and has done substantial extra research.
Provides a detailed description of the marketing environment and explains clearly the implications for the brand. Takes into account all relevant information provided, and has done extra research.
Provides good description of the marketing environment and has good understanding of implications for the brand. Takes into account most of the relevant information provided.
Provides some description of the marketing environment and hints at implications for the brand. Takes into account all relevant information provided.
Provides little or no description of the marketing environment and omits implications for the brand. Ignores or does not grasp the significance of information provided. 3