Assessment 2 Information
Subject Code: MKT304
Subject Name: Strategic Marketing
Assessment Title: Strategic Marketing Plan
Assessment Type: Length: Individual, written report
1800 words (-/+ 10% allowable range)
Weighting: 40%
Total Marks:
Submission: 100
Online
Due Date: Week 10
Your task
Individually, you are required to create an 1800-word strategic marketing plan building on your recommendations in the marketing audit, using the allocated organisation from assessment one.
Assessment Description
The purpose of this individual assessment is to provide students with an opportunity to use marketing concepts to analyse and evaluate external and internal environments so you can formulate and appraise marketing strategies in a range of contexts and construct, evaluate and communicate a strategic marketing plan.
Assessment Instructions
Individually, you are required to write an 1800-word marketing plan that looks at all elements of the marketing mix and explores your brand’s positioning relative to current and potential competitors in the market. In preparing your marketing plan, you are required to adhere to a specific structure that addresses the following:
• Title page o Including your name, student ID, assessment title and lecturer name
• Table of contents
• Introduction o Outline of what will be covered in the report.
• Summary of the marketing audit o Map your findings in a grid/matrix against the marketing mix.
• Competitor Analysis
o Identify at least five direct and indirect competitors, as well as other forms of competition.
o Discuss the strengths and weaknesses of these competitors
• Segmentation, targeting and positioning o Identify the desired target markets for this organisation and explain your choice.
o Discuss and justify the desired positioning of your organisation within this market.
• SWOT Analysis o Undertake and explore a SWOT analysis of your organisation.
o Expand and discuss the opportunities and threats that exist for this organisation.
• Marketing Strategy o Use the Ansoff Matrix and Porters Generic Strategies to discuss suitable strategies for your chosen organisation.
• Marketing Objectives (SMART) o Discussion on suitable marketing objectives for your chosen organisation.
o Explanation as to how your marketing plan will achieve these objectives.
• New Marketing Mix o A visual depiction of the new marketing mix thet adheres to your marketing strategy.
• Conclusion
• References (in Kaplan Harvard Referencing Style)
• Appendix (If any)
You are required to use at least 8 sources of information and reference these in accordance with Kaplan Harvard Referencing Style. These may include websites, government publications, industry reports, census data, journal articles, and newspaper articles. These references should be presented as in-text citations and a reference list at the end of your report (not included in the word limit).
Assessment Submission
This assessment must be submitted as a ‘Word’ file to avoid any technical issues that may occur from incorrect file format upload. Uploaded files with a virus will not be considered as a legitimate submission. MyKBS will notify you if there is an issue with the submitted file. In this case, you must contact your workshop facilitator via email and provide a brief description of the problem and a screenshot of the MyKBS error message.
You are also encouraged to submit your work well before the deadline to avoid any possible delay with the Turnitin similarity report or any other technical difficulties.
Late assignment submission penalties
Penalties will be imposed on late assignment submissions in accordance with Kaplan Business School “late assignment submission penalties” policy.
Number of days Penalty
1* - 9 days 5% per day for each calendar day late deducted from the total marks available
10 - 14 days 50% deducted from the total marks available.
After 14 days Assignments that are submitted more than 14 calendar days after the due date will not be accepted, and the student will receive a mark of zero for the assignment(s).
Note Notwithstanding the above penalty rules, assignments will also be given a mark of zero if they are submitted after assignments have been returned to students
*Assignments submitted at any stage within the first 24 hours after the deadline will be considered to be one day late and therefore subject to the associated penalty
For more information, please read the full policy via https://www.kbs.edu.au/about-us/school-policies
Important Study Information
Academic Integrity Policy
KBS values academic integrity. All students must understand the meaning and consequences of cheating, plagiarism and other academic offences under the Academic Integrity and Conduct Policy.
What is academic integrity and misconduct?
What are the penalties for academic misconduct?
What are the late penalties? How can I appeal my grade?
Click here for answers to these questions:
http://www.kbs.edu.au/current-students/student-policies/.
Word Limits for Written Assessments
Submissions that exceed the word or time limit by more than 10% will cease to be marked from the point at which that limit is exceeded.
Study Assistance
Students may seek study assistance from their local Academic Learning Advisor or refer to the resources on the MyKBS Academic Success Centre page. Click here for this information.
MKT304 Assessment 2 Marking Rubric – Strategic Marketing Plan 40%
Marking
Criteria (__/100) F (Fail)
0-49% P (Pass) 50-64% C (Credit) 65-74% D (Distinction) 75-84% HD (High Distinction) 85-100%
Objectives
__/10 marks You have failed to provide marketing objectives, or these were not relevant to the organisation. You have provided objectives that partially SMART and require
further linkages to your marketing plan. You have provided SMART
objectives that require further linkages to your marketing plan. You have provided SMART
objectives that are detailed and linked to your marketing plan. You have provided SMART
objectives that are well-detailed and clearly linked to your marketing plan.
Competitor analysis
__/15 marks You have identified wrong competitors and did not
adequately discuss their strengths and weaknesses. You have identified limited number of the direct and indirect
competitors with a limited
discussion of their strengths and weaknesses.
You have identified some of the direct and indirect competitors
with an adequate discussion of
their strengths and weaknesses.
You have identified all the direct and indirect competitors
with a detailed discussion of their strengths and weaknesses.
You have identified all the direct and indirect competitors with a
comprehensive discussion of their strengths and weaknesses.
Targeting and
Positioning
__/10 marks You have identified a position, that does not reflect the market, or the organisation and the
analysis provided is incoherent or non-existent. You have identified a position, but it does not necessarily reflect the
market or the organisation. Further analysis is needed.
You have identified a suitable position for the market and
organisation, although further analysis is needed. You have identified a suitable position for the market and
organisation that is supported with suitable analysis. You have identified a well-justified and suitable position for the market and organisation that is supported with a comprehensive analysis.
SWOT Analysis
__/15 marks You have provided SWOT
analysis that does not identify the strengths, weaknesses,
opportunities and threats of your chosen organisation well or the SWOT analysis is absent. You have provided a basic SWOT analysis that partially identifies your chosen organisation’s strengths, weaknesses,
opportunities, and threats,
although further detailed analysis is needed. You have provided a clear
SWOT analysis that identifies your chosen organisation’s strengths, weaknesses,
opportunities, and threats, although further detail is needed. You have provided a detailed
SWOT analysis that correctly identifies your chosen
organisation’s strengths,
weaknesses, opportunities, and threats. You have provided a comprehensive
SWOT analysis that correctly identifies your chosen organisation’s strengths, weaknesses, opportunities, and threats.
Strategies
__/20 marks You have provided incoherent or no strategies that demonstrate
no analysis and consideration of how these could be applied to your organisation. You have provided basic strategies that demonstrate limited
analysis and consideration of how these could be applied to your organisation. You have provided detailed strategies that demonstrate an adequate analysis and
consideration of how these could be applied to your organisation. You have provided detailed strategies that demonstrate sufficient analysis and
consideration of how these could be applied to your organisation. You have provided comprehensive strategies that demonstrate thorough
analysis and consideration of how these could be applied to your organisation.
Spelling and
Grammar
__/10 marks Spelling and/or grammar is consistently incorrect. It impacts on the flow and readability of your analysis. Though there are some grammar
and spelling errors, these do not detract from the readability and flow of your analysis. Mostly correct grammar and spelling but any errors do not impact your analysis’s readability and flow. Errors in grammar and spelling are rare, enhancing the
readability and flow of your analysis. Perfect grammar and spelling throughout, enhancing the readability and flow of your analysis.
Report
Format
__/10 marks The format chosen for your report is inappropriate and/or
lacks thought and consideration for the intended audience. The format chosen for your report is appropriate, but further attention to detail would improve its presentation. The format chosen for your report is appropriate, but minor changes would enhance its presentation. Your report is professionally presented and has been
submitted in the appropriate format. Your report is professionally presented and exceeds expectations for what is suitable for a business environment.
In-text Citations
and Referencing
__/10 marks Neither in-text referencing and/or reference list adheres to Kaplan Harvard Referencing
Style. In-text referencing or the resultant reference list adheres to Kaplan
Harvard Referencing Style, with some errors. Both, in-text referencing and the resultant reference list adhere to Kaplan Harvard Referencing Style, with some errors. Both, in-text referencing and the resultant reference list adhere to Kaplan Harvard
Referencing Style, with only occasional minor errors. Both, in-text referencing and the resultant reference list adhere strictly to Kaplan Harvard Referencing Style, with no errors.
Feedback and Grades will be released via MyKBS.
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