ASSESSMENT 3 BRIEF
Subject Code and Title ENT203 Marketing for Entrepreneurship
Assessment Entrepreneurial Project
Individual/Group Individual
Length 1750 words (-/+ 10%)
Learning Outcomes The Subject Learning Outcomes demonstrated by successful completion of the task below include:
a) Compare, contrast and select effective methods for engaging customers in relevant markets.
b) Undertake market research and testing to determine engagement opportunities while maximising the use of scarce resources.
c) Develop creative, appropriate cost solutions to engage with the market at different stages of the customer journey.
d) Evaluate the impact of your marketing approaches on your business idea.
Submission Due by 11:55pm AEST Sunday of Module 5.2.
Weighting 35%
Total Marks 100 marks
Task Summary
In 1750 words, select your most appropriate cost effective marketing strategies and conduct market research, brand, social media and mobile testing of your own proposed venture. You will also identify the marketing mix to demonstrate your knowledge and understanding of the most appropriate marketing strategies for your potential customers.
Please refer to the Task Instructions for details on how to complete this task.
Context
Entrepreneurs apply marketing strategies to their own ventures by selecting the most appropriate lean strategies and market testing methods. It is important for the entrepreneur to test and evaluate the effectiveness of the chosen strategies and change or test new methods to get the best results. This is a process that continues as entrepreneurs review and improve brands, targeting and testing current and new market segments. This project will demonstrate your knowledge gained in modules 1-5 about market research, establishing and marketing your brand, using social and mobile marketing strategies, testing and analytics.
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Task Instructions
To complete this assessment task, you must:
1. Identify marketing research and testing methods most appropriate for your own venture or proposed venture.
2. Conduct the research and testing as appropriate to your projects and objectives.
a. Your research and testing should focus on your own current venture or a proposed venture. There is no expectation that you will spend money to conduct tests, however if you have a current venture, you may wish to conduct tests using your assigned marketing budget.
3. Include the following in your project:
a. An introduction outlining your current or proposed venture to provide context for your learning facilitator.
b. Primary and secondary research methods you chose and why.
c. Results of your secondary research and how this impacted on primary research conducted.
d. Explanation of your brand story and how the primary research chosen will be appropriate to test your brand with consumers.
e. Social media/mobile brand and other testing examples such as screen shots. Please do not provide links to your social media.
i. Appropriate social media might include:
1. Facebook discussions, polls, Facebook Live.
2. Instagram.
3. Whatsapp, Messenger or other messaging social media app.
f. Evaluation of Web/mobile/social media analytics.
g. Web/mobile/social media analytics examples such as screen shots. Please do not provide links to your analytics.
h. Explanation of how the results of your research and testing may influence your marketing mix in the future.
4. Evaluate the results of all stages of the customer journey using data analytics and customer responses or feedback.
a. Include the results and evaluation of your tests, but be mindful to protect the privacy of your consumers by deleting names and images or obtaining permission to use images and video. Test results may include:
i. Social media/mobile/web analytics.
ii. Feedback from potential customers.
iii. Screen shots or other examples of discussions and comments.
*Your explanations should demonstrate your knowledge and understanding of all modules studied in this subject so far.
Please note the following additional information:
· You should adhere to the correct use of academic writing, presentation and grammar.
· It is important to check the Similarity Report for your assessment task in Turnitin before submitting it in Blackboard. All highlighted sentences must be either paraphrased in your own words or put in quotes and referenced accordingly.
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· For additional support on academic skills, please visit: https://laureate
au.blackboard.com/webapps/blackboard/content/listContent.jsp?courseid=201631&conten t id= 2498849 1
Referencing
It is essential that you use appropriate APA 6th ed. style for citing and referencing research. Please comply with all academic standards of legibility, referencing and bibliographical details (including reference list). Please see more information on referencing here http://library.laureate.net.au/researchskills/referencing
Submission Instructions
Submit your Entrepreneurial Project assessment via the assessment link in the main navigation menu in ENT203 Marketing for Entrepreneurship.
The learning facilitator will provide feedback via the Grade Centre in the LMS portal. Feedback can be viewed in My Grades.
The below learning rubric guides the marker when awarding marks for your assessment. You should use this rubric to review your assessment task prior to submission, ensuring there is nothing you have missed.
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Assessment Rubric
Assessment
Attributes Fail (Unacceptable)
0-49% Pass
(Functional)
50-64% Credit
(Proficient)
65-74% Distinction
(Advanced)
75 -84% High Distinction
(Exceptional)
85-100%
Knowledge and Project demonstrates a Project demonstrates a Project demonstrates a Project demonstrates a Project demonstrates a
understanding of limited understanding of general knowledge or thorough knowledge or highly developed critical and comprehensive
modern market required concepts and understanding of modern understanding of modern understanding of the understanding of modern
research methods, establishing and marketing brand, social knowledge of modern market research methods, establishing and market research methods, establishing and marketing brand, social media and market research methods, establishing and marketing brand, social media and requirements of modern market research methods, establishing and marketing market research methods, establishing and marketing brand, social media and
media and mobile marketing brand, social mobile research, analytics mobile research, analytics for brand, social media and mobile research, analytics
research, analytics for entrepreneurs. media and mobile research, analytics for for entrepreneurs. entrepreneurs. mobile research, analytics for entrepreneurs. for entrepreneurs.
entrepreneurs. Resembles a recall or Supports personal opinion Systematically and critically
summary of key ideas. and information Discriminates between discriminates between
Key components of the substantiated by evidence assertion of personal assertion of personal
35% assignment are not Often confuses assertion of from the research/subject opinion and information opinion and information
addressed. personal opinion with materials and results of the substantiated by robust substantiated by robust
information substantiated by evidence from the research/subject materials. testing.
Demonstrates a capacity to explain and apply relevant concepts. evidence from the
research/subject materials, extended reading and results of the testing. evidence from the
research/subject materials, extended reading and results of the testing.
Well demonstrated capacity to explain and apply relevant concepts. Well demonstrated capacity to explain and apply relevant concepts to new situations/further learning.
Application with Limited synthesis and Demonstrated analysis and Well-developed analysis and Thoroughly developed and Highly critical and creative
synthesis of new analysis. synthesis of new knowledge synthesis on using data to creative analysis and analysis, synthesis of new
knowledge on using on using data to analyse analyse market trends, test synthesis on using data to with existing knowledge on
data to analyse market market trends, test and analyse market trends, test using data to analyse
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trends, test and prepare and improve marketing mix.
25% prepare and improve marketing mix. and prepare and improve marketing mix. and prepare and improve marketing mix. market trends, test and prepare and improve marketing mix.
Content, audience and Demonstrates no Demonstrates limited Demonstrates consistent Demonstrates an advanced Consistently demonstrates
purpose of the awareness of context awareness of context awareness of context and/or and integrated a systematic and critical
entrepreneurial project. and/or purpose of the and/or purpose of the purpose of the project as a understanding of context understanding of context
25% project. project. presentation based on research and facts. and/or purpose of the project as a presentation based on research and facts. and purpose of the project as a presentation based on research and facts.
Effective Difficult to understand for Information, arguments and Information, arguments and Information, arguments and Expertly presented; the
Communication audience, no logical/clear structure, poor flow of evidence are presented in a way that is not always clear evidence are well presented, mostly clear flow of ideas and evidence are very well presented; the presentation presentation is logical, persuasive, and well
ideas, argument lacks supporting evidence. and logical.
Line of reasoning is often arguments.
Line of reasoning is easy to is logical, clear and well supported by evidence. supported by evidence, demonstrating a clear flow of ideas and arguments.
15% Audience cannot follow the line of reasoning. difficult to follow. follow.
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