MKT5000 Semester 3 2014 Assessment information
Assessment scheme
The assessment for this course is as follows:
Description Marks out of Wtg(%) Due date
Marketing Reflection* 50 10 Week 4* 8 December
Assignment 1 - Marketing audit 100 40 Week 8 5 January 2015
Assignment 2 - Strategic marketing plan 100 50 Week 12 4 February 2015
* No extension possible for this assessment task.
Important Submission Notes:
1. The marketing reflection must be submitted in the workshop portal located on the study desk. There are no extensions possible for this piece of assessment. Students who are unable to meet this deadline will forfeit these marks.
2. Assignments 1 and 2 MUST be submitted electronically via the EASE portal on the MKT5000 StudyDesk. No hard copies will be accepted.
3. Assignments1 and 2 are to be submitted using a Word format (2010 or earlier). Assignments submitted in a PDF format cannot be marked and will be returned to students un-assessed. Assignments 1 & 2 are expected to have a title page which includes your student name (as it appears on your enrolment record), your student number, the course name and the assessment task as prescribed in the Communications Skills Handbook.
4. Submission times and dates refer to Australian Eastern Standard Time (AEST).
5. Late submissions will incur a penalty of 5% per day unless a request for an extension has been granted prior to the due date. Please note the USQ extension policy which states that..” assignment extensions can only be granted only in cases of compassionate and compelling circumstances and that suitable corroborating evidence must be supplied with the extension request…” http://policy.usq.edu.au/documents.php?id=14749PL
Assignment guidelines
University academic regulations govern assignment handling, late submission penalties and academic misconduct. Academic misconduct policies can be found at http://www.usq.edu.au/glossary/acmisconduct.
Return of assignments
Assignments submitted by the due date will be marked and returned to you, together with appropriate feedback, normally within three weeks of those assignments being sent to a marker by the University.
Late submission of assignments
If you submit assignments after the due date without extenuating circumstances then a penalty of 5% of the assigned mark will apply for each working day late up to a maximum of ten working days at which time a mark of zero can be recorded for that assignment.
Assignments will be not be marked after marked assignments and/or feedback have been released.
Extension requests
If you require an extension you must apply for the extension prior to the due date. The application should normally be a written request to the leader of the course requesting the extension with appropriate supporting documentation.
In the case of an application for an extension for medical reasons, the documentation should include an original or certified copy of a USQ Medical Certificate, completed by your medical practitioner and this must include a statement from that medical practitioner stating:
1. the date the medical condition began or changed;
2. how the condition affected your ability to study; and
3. when it became apparent you could not submit the assignment by the due date.
In the case of an application for an extension for family/personal reasons, your documentation must include a statement from a medical practitioner, counsellor or independent member of the community stating:
1. The date your personal circumstances began or changed
2. How the circumstances affected your ability to submit the assignment by the due
date
3. When it became apparent that you could not submit the assignment by the due date.
In the case of an application for an extension for employment related reasons, the documentation must include a statement from your employer stating:
1. the date your employment began or the conditions of employment changed
2. how that prevented or will prevent you from submitting the assignment by the due date.
Plagiarism
The term ‘plagiarism’ refers to the use, by paraphrase or direct quotation, of the published or unpublished work of another person without full and clear acknowledgement. To avoid plagiarism you must reference any work that you paraphrase (re-word) or quote directly.
Plagiarism is the action or attempt to take and use or present another person’s thoughts, writing, ideas or work as their own to gain or produce unfair advantage. A common example of plagiarism is knowingly using the whole or part of another work without appropriate citation. While it is recognised that scholarly work often involves reference to the ideas, data and conclusions of other scholars, intellectual honesty requires that such references be explicitly and clearly referenced.
Refer to Academic Regulation 5.10 in the University Calendar for plagiarism penalties. This is available online at http://www.usq.edu.au/plagiarism/infostud.
Harvard AGPS referencing
View the Communications Skills Handbook or the USQ library website for more information about how to correctly reference sources of information in your assignment work.
The USQ Library has referencing guides available at:
http://www.usq.edu.au/library/help/referencing
There are also Harvard interactive exercises to help you practice the Harvard AGPS referencing style.
The Communication skills handbook also provides you with more details on these aspects of your writing for academic purposes.
Marketing Reflection - Reflective writing and judgement
Description Marks out of Wtg(%) Due date
Marketing Reflection 50 10 8 December 2014*
*Important Note: No extensions are permitted for this assessment. If for any reason you are unable to submit by this date you will forfeit the 10% for this assessment task.
Background
Reflective writing is the evidence of reflective thinking and reflective thinking is part of the critical thinking process where people analyse, evaluate and make judgements from new information and knowledge to ultimately arrive at an informed perspective. It is also known that managers who make sound decisions based on fair and ethical judgement are seen by those they manage as credible, effective and trustworthy. Managers are required to exercise sound judgement in many of their daily tasks and yet few have had the opportunity to understand the process of developing good judgement skills.
The practice of reflective and constructive judgement will be introduced in this first assessment task through the concept of peer review. In this assessment you will be asked to read and critique the work of two other students against the marking rubric and your feedback and judgement will also be evaluated.
There are a number of sources of information to assist you in this task provided in the glossary for this assessment task found on the study desk.
The Task
The Toowoomba Chamber of Commerce would like to increase its membership base and has asked the Marketing class at USQ to assist it in this endeavour. The best assignments from this semester will be provided to the chamber to incorporate into their marketing plans for 2015.
To commence this assessment task, you have been asked to write a short 500 – 700 word commentary for the board of the Chamber explaining what the value proposition is for their product (membership). You need to explain yourself in such a way that the board members, who may have never heard of the concept, would understand why an understanding of the value proposition is a critical first step in effective marketing and what potential challenges it may pose for them. Your commentary can take any form that would be acceptable to this audience.
Additional Resources
Find here some additional resources for your assignment. The first is the current strategic plan for the Chamber, the second file is a 2012 member survey and the third file is an Excel file with the member survey data for you to analyse. You will also find in the glossary the current survey being conducted with members and non members (2014) and shortly you will be provided with the data file from this survey as well for your analysis. Please also watch the video with the CEO and President of the Chamber found on the course study desk.
File 1 - Strategic Plan - http://usqstudydesk.usq.edu.au/m2/mod/resource/view.php?id=299085
File 2 - Member Survey - http://usqstudydesk.usq.edu.au/m2/mod/resource/view.php?id=299086
File 3 - Survey data -
http://usqstudydesk.usq.edu.au/m2/pluginfile.php/437012/mod_folder/content/0/Survey%20 Responses.xlsx?forcedownload=1
Submission Instructions
1. You are required to write this assessment task in a style appropriate for the board of the chamber of commerce. The exact format is entirely up to you and you can be as creative as you wish as long as the work is in a word file. You will require a list of references for any material that you cite in your work.
2. For this assessment task you ARE NOT TO SUBMIT USING EASE.
Rather you will find a “Workshop” icon on study desk located just after module 3. This is where you submit your work and where you will find all the information to complete this assessment. Just click on the icon and follow the instructions.
3. You should have no self-identifying information on your submission. This means:
a. NO headers, footers with your name or student number.
b. DO NOT attach a cover sheet or any other information that has your student name and number on it. We will know who you are through the submission process.
c. DO NOT submit a PDF file.
4. You will then upload your submission into the workshop tool on the study desk by the due date – Midnight 8 December (EST).
5. Do not request an extension for this assignment. If you are for any reason not able to meet the submission date you will forfeit this 10% mark. You can still submit assignments 1 and 2.
6. After midday on Tuesday 9 December you can click back on the workshop icon to access your 2 student submissions ready for your grading. You will not know who these students are. It is your responsibility to make sure you access the workshop tool and to grade your 2 assignments prior to the deadline of Monday 15 December.
7. Assessments can be resubmitted up until the closing date and time. This means that if you wish to alter, amend or change your submitted work prior to the due date you have this option within the workshop tool.
8. You will have 7 days to read and make assessment on the two assessments you will be allocated. Instructions for how to do this are provided in the tool itself when you login. It is essential that you meet this deadline in fairness to your fellow students.
9. The deadline for your graded submissions is midnight 15 December 2014.
10. Students who fail to submit their peer review by the due date will forfeit the 10 marks allocated to the peer review for this assessment (see the grading rubric for more information).
11. Once the grading process has been completed you will be able to see your own assignment and the feedback from two other students within the Workshop tool. Simply click on the tool to view this. Your grade will then also be available in gradebook.
12. This task accounts for 10% of your total grade for the course. You will receive a grade for your reflection which will be an average of the marks provided by your peer assessors (a mark out of 40), plus you will also be graded on your judgement of the two students you reviewed and the quality of your feedback (a mark out of 10). This will
give you a total mark out of 50 which will be converted to a grade out of 10 for your results.
13. If you feel that your work has been unfairly judged, you can email the course team to inspect the case and make a final decision on your grade and possibly also alter the grade of your reviewers if it is found that they have been negligent and/or unfair in their evaluation.

The grading rubric
This will be the rubric against which your marketing reflection will be graded and it is included in the WORKSHOP tool. You are required to consider the work presented to you based on the task and the information provided and to click the button that corresponds best to the description that describes the work you are reviewing. A grade will automatically be allocated to this work. You are then required to make a final constructive summary comment for the student.
Below the required standard
0% - 49% Meets the required standard
50% - 64% Exceeds the required standard 65 - 84% Far exceeds the required standard
85%
Content – 20 marks
Did the student accurately provide sufficient information that the chamber of commerce board could clearly understand their thoughts about the value proposition for chamber membership?
Did the student support their position with appropriate theory?
Award this grade if the student failed to discuss the value proposition of the Toowoomba Chamber of Commerce in any meaningful way. Award this grade if the student discussed the value proposition of membership of the Toowoomba Chamber of Commerce but was only cursory, or vague or general in the discussion and where a business would be undecided about the value and effectiveness of taking on a membership. Award this grade if the student discussed the value proposition of membership of the
Toowoomba Chamber of Commerce in a manner that was confident, clear and informative and provided a sound rationale for a business to consider taking on a membership. Award this grade if the student discussed the value proposition of membership of the
Toowoomba Chamber of Commerce in a way that was persuasive, informative and creative such that a business would understand and want to take on a membership.
Format and Evaluation – 20 marks
Is the submission written in a manner that is technically proficient adhering to the tenents of grammar, ethical writing and logical flow? Is the submission presented in a word format, is it easy to read and would it persuade a business owner or manager to consider membership of the chamber. Is the work is of an appropriate length and does it meet the requirements of the assessment task.
Award this grade if the student failed to observe the tenents of ethical and technical writing. This work will have many grammatical and expression
errors, will be difficult to read and understand and may be submitted in an incorrect format and/or be excessively long or short. Award this grade if the work mostly meets most of the tenents of ethical and technical writing but perhaps exceeds the word limit by more than 10% or has some issues in terms of its logical flow and English expression. Award this grade if the work meets all the tenents of ethical and technical writing, is within acceptable word limit and follows the required format. This work may have some
issues in relation to the clarity of expression and possibly have sections or parts that are hard to understand or follow. It may use language that is not appropriate for a business owner or manager. Award this grade if the work meets all the tenents of ethical and technical writing, is pitched appropriately in terms of language and layout, meets the work and format requirements and is clear and concise.
Final Comment: Provide an overall comment here with constructive feedback for the author on how they can be more successful in future submissions. You may also comment on the student’s English expression and grammar if you feel this impacts the ability to read and understand the work submitted – remember to be constructive and considerate of the other student’s feelings.
Assignments 1 and 2 overview
This semester the Toowoomba Chamber of Commerce has asked us for some marketing advice to expand their membership. You have been tasked with developing a marketing plan for them to achieve this goal. The marketing planning process has been divided into two components: Assignment 1 and Assignment 2. Even though the two components are linked you are required to submit them separately and you will be graded on each component separately. Assignment1 will essentially provide the background information and analysis that will be then used to develop your plan and recommendations in assignment 2. You do not necessarily need the feedback from assignment 1 to complete assignment 2 but it will help.
In addition to your prescribed text, you will find many useful texts in the library and additional readings in the glossaries provided on the study desk. You should supplement your work and your reading with other sources of information and not just use your text as a reference source.
Assignment 1 requires you to conduct some research and prepare a marketing audit, highlighting the strengths and weaknesses of the organisation and its product offering, identification of a potential target market/s and a competitor analysis. In assignment 2 you are then required to develop a marketing plan designed to achieve the goal of increased membership for one specific target market from the analysis conducted in assignment1.
Assignment 1 detail
Description Marks out of Wtg(%) Due date
Marketing audit (modules 1–5) 100 40 Week 8 5 January 2015
Length: 2500 words maximum
Before you can develop your marketing plan and recommendations you need to know more about the product offering, possible competitors, market opportunities and other environmental factors that are likely to impact your strategy and implementation plan. This review and analysis is known as a Marketing Audit. In assignment 1 you are required to conduct a Marketing Audit that includes an analysis of the internal and external factors that will be relevant to the development of a marketing strategy for the Toowoomba Chamber of Commerce (2500 words maximum – excluding references, refer to the Communications Skills Handbook for more information about what is and what is not included in a word count).
Section 1 – Organisational Overview
A marketing audit should always commence with an overview of the company, its vision, mission and brand value. In this case the company is the Toowoomba Chamber of Commerce and information is provided later in this document for your analysis about the organisation. Please also watch the short video interview with Ms Helen Jentz – the CEO.
Section 2 – Environmental Scan
In reviewing the organisation you are studying it is also important to consider and review the organisation in terms of its internal strengths and weaknesses and the external opportunities and threats it faces. SWOT, TOWS and PEST analyses are good tools to assist this stage of your analysis as are environmental scans and it is recommended that you use these. You may also use any other additional analysis to provide you with the information for your audit. Next you would consider the market in which the firm operates in terms of both competitors and customers.
1
0Section 3 – Customer, Competitor and Stakeholder analysis
1. A Target Market Analysis - Who are the target markets for membership of the chamber? There are a number of possible target markets which you will deduce from the information provided, whilst you need to list them all in this part of your audit and to analyse their priority and relevant merits, for your marketing plan (assignment 2) and for your customer analysis (the next step) you are only required to focus on one target market.
2. A Customer Analysis - Once you have selected and justified the target market you wish to focus on, outline any demographic and/or behavioural characteristics of this segment. You would need to comment on:
i. the relative size of the segment;
ii. potential market share and opportunities for growth and development; iii. any information relating to a psychographic profile (how this segment spends its time, money and attitudes);
iv. any other information including their likely purchase behaviour and motivations for membership and what the product offering would be for this segment (what are they buying and why); and
v. include the information you provided in your marketing reflection about the relevant value proposition for membership of the chamber for this segment.
3. A Competitor Analysis - Given how you have defined the product offering and value proposition for your chosen target audience in terms of its benefits or features, this section would focus on how membership of the Chamber compares to alternative purchase choices? This would include an analysis of the products/services/substitutions that are likely to be competition for this product offering in this market segment. How are competitors likely to react to an increase in marketing activity to attract new members in this segment?
4. A Stakeholder Analysis – You need to consider any other stakeholders who might have an interest in or be able to impact the marketing of this product offering in this segment.
Section 4 – Conclusions and Recommendations
Once you have completed these steps you are then required to summarise the main points and salient elements of this analysis to a concise statement of the overall
1 strategic approach you will be recommending for your marketing and implementation 1 plan (which is assignment 2).
You need to defend your final decisions using both theory and practice references and the content and learning activities presented in modules 1–5 will support this assessment task. You should try to have a good list of references showing where you have found your information and it is important to cite all work and websites you have visited. Check with a USQ reference librarian if you are having trouble finding appropriate information.
Guidelines on writing reports are provided in chapter 3 of the 4th edition of the Communication skills handbook which is a set text for this course. Your report should comprise:
1. An executive summary and introduction (approximately 200 words);
2. A body that includes all the analysis of business, current marketing and internal firm environments, customer analysis, external environments, competitor analysis and any other analysis. (Approximately 2000 words); and
3. A conclusion. This includes the statement of issues you have found, the gaps identified, overall strategic approach and future recommendations.
(Approximately 200 - 300 words).
The report should present logical, sequential and persuasive arguments, justified or supported by secondary sources of evidence. The purpose of your audit is not to simply reword or describe the Chamber or to provide direct quotes from the literature, but to offer a thorough understanding of the marketing issues, challenges and opportunities facing the Chamber in their goal of growing the Chamber’s membership base. Assignment 2 will then outline the proposed marketing plan to take the next step forward to market
You will be assessed on:
1. Ability to locate, assess and research material related to current marketing planning process and environmental scanning requirements. You will need to use logic and read widely to identify issues and leads to where you should research for this firm. These are important skills for a marketer to develop;
2. Ability to demonstrate an understanding of the current marketing planning
1
2 process and environmental scanning requirements;
3. Ability to identify and assess relevant theoretical and management issues in the environmental scan and audit (PEST, SWOT, PESTL, TOWS, customer, competitor and stakeholder analysis);
4. Presentation of a logical arguments and gap analysis – where are the opportunities for growth;
5. Ability to justify your position with use of supporting references; and
6. Communication style, including correct spelling, grammar and referencing. Your report should be in Times New Roman 12 point with one and a half line spacing.


Marking criteria for assignment 1 MKT5000
Criteria Does not meet minimum standards for submission.
0 – 9 marks Passing Standard.
10 - 13 marks Exceeds Minimum Expectations.
14 – 16 marks High Achievement standard.
17 – 20 marks
Learning objective 2 – Professional
Communication and academic literacy
Total mark
/20 Students who are awarded a mark in this section have done one or more of the following:
• Failed to correctly cite relevant sources of information to support their conclusions and discussions
• Failed to use correct Harvard AGPS referencing style.
• Failed to submit the assessment in the required report format and/or grammatical and spelling errors.
• Have failed to use the required analysis tools (SWOT, TOWS, PEST/PESTL, customer, stakeholder analysis, competitor analysis) and/or have provided only cursory analysis with limited understanding of the tools used and the context of the analysis.
• Failed to provide a report that shows logical presentation of information and synthesis of material is shallow and superficial in its analysis of information and largely lacks coherence for conclusions. Students who are awarded a mark in this section have done one or more of the following:
• Generally cited relevant sources of information to support their conclusions and discussions using the correct Harvard AGPS referencing style and in report format.
• Many analysis tools (SWOT, TOWS, PEST/PESTL,
customer, stakeholder analysis, competitor analysis) used – not all, but largely failed to conduct a deep and meaningful
analysis with limited understanding of the tools used.
• Have provided a report that shows some attempt to provide a logical presentation of information and synthesis of material. Analysis is somewhat superficial and there are some problems in terms of the coherence of discussion and conclusions. Students who are awarded a mark in this section have done one or more of the following:
• Consistently cited relevant sources of information to support conclusions and discussions using Harvard AGPS referencing style and in the required report format.
• Have consistently utilised the appropriate analysis tools and have conducted a deep and meaningful analysis which shows a good understanding of the tools used and context for the analysis.
• Report shows logical presentation of information and synthesis of material, demonstrating a sound understanding of the analysis of information and a coherence of discussion and conclusions. Students who are awarded a mark in this section have done one or more of the following:
• Provided exemplary referenced support for their work correctly cited using Harvard AGPS referencing style and in the required report format.
• Have utilised the required analysis tools and have included information and/or analysis that exceeds the requirements for this assessment task.
• Have conducted a detailed and thorough analysis of the information using referenced evidence and other sources to demonstrate a deep
understanding of the tools used and have presented a synthesis and analysis of material that shows considerable coherence and depth of discussion and conclusions.
Criteria Does not meet minimum standards for submission.
0 – 19 marks Passing Standard.
20 - 26 marks Exceeds Minimum
Expectations. (distinction)
27 – 33 marks High Achievement standard.
(high distinction)
34 – 40 marks
Learning objective 1
– problem solving and analysis
Audit has shown understanding of the
internal and external
factors relevant to the Chamber that will impact the
development of a
marketing strategy
Total Mark
/40 Students who are awarded a mark in this section have done one or more of the following:
• Discussion of key points and themes has failed to demonstrate a clear understanding of theory and the characteristics of the target market chosen.
• The marketing issues (either internal or external or both) relevant to the product and the company have not been adequately identified and included in the analysis.
• The tools for analysis have not been correctly used and the results have been incorporated into the conclusions in a manner that shows logical integration of theory and other sources of information.
Students who are awarded a mark in this section have done one or more of the following:
• The discussion of key points and themes which has demonstrated an adequate understanding of theory and the characteristics of the product. More detailed and deeper analysis would have resulted in a better score for these criteria.
• The marketing issues relevant to the product and the company have been adequately identified and included in the analysis
• The tools for analysis have been correctly used and whilst the results have been incorporated into the conclusions there are some inconsistencies with the integration of theory and other sources of information.
Students who are awarded a mark in this section have done one or more of the following:
• The discussion of key points and themes has demonstrated a solid understanding of theory and the characteristics of the product.
• Analysis was clear and wellconstructed although there were some questions and inconsistencies.
• The marketing issues relevant to the product and the company have been clearly identified and included in the analysis.
• The tools for analysis have been correctly used and the results have been incorporated into the conclusions.
• There are some inconsistencies with the integration of theory and other sources of information and further information and analysis would have improved the work. Students who are awarded a mark in this section have done one or more of the following:
• The discussion of key points and themes which has demonstrated a superior understanding of theory and the characteristics of the product.
• Analysis was detailed and included appropriate additional sources of information.
• The marketing issues relevant to the product and the company have been clearly and thoroughly identified and included in the analysis.
• The tools for analysis have been correctly used and the results have been incorporated into the conclusions.
• There are no inconsistencies with the integration of theory and other sources of information.
Criteria Does not meet minimum standards for submission.
0 – 19 marks Passing Standard.
20 - 26 marks Exceeds Minimum Expectations.
27 - 33 marks High Achievement standard.
34 - 40 marks
Learning objective 3 – understanding of environmental and
contextual issues in marketing and
creative presentation of conclusions
Total Mark
/40. Students who are awarded a mark in this section have done one or more of the following:
• Incorrectly identified or failed to identify the key issues relevant for the product and target market of their choice.
• The assignment lacks a demonstrated understanding of marketing strategy.
• There is an inadequate analysis and consideration of competitors and market opportunities
• Conclusions do not link logically to the discussion and analysis
Students who are awarded a mark in this section have done one or more of the following:
• The key issues relevant for the product and market chosen have generally been identified in the report.
• The proposal shows a superficial understanding of marketing strategy
• The analysis and consideration of competitors and market opportunities is adequate but would benefit from a greater understanding of theory and work collecting data.
• Conclusions link logically to the discussion and analysis but are somewhat superficial in nature. Students who are awarded a mark in this section have done one or more of the following:
• The key issues relevant for the product and market chosen have been clearly identified in the report.
• The proposal shows a sound understanding of marketing
strategy
• The analysis and consideration of competitors and market opportunities is sound but would benefit from a more incorporation of theory and other data.
• Conclusions link logically to the discussion and analysis. Students who are awarded a mark in this section have done one or more of the following:
• The key issues relevant for the product and market chosen have been clearly and thoroughly identified in the report.
• The proposal shows a detailed and well-reasoned understanding of marketing strategy
• The analysis and consideration of competitors and market opportunities is thorough and demonstrates a detailed understanding of theory and data.
• Conclusions link logically and consistently to the discussion and analysis and show a solid understanding of the material covered.
Final mark /100
Final Comments:
Assignment 2 – the strategic marketing plan
Description Marks out of Wtg(%) Due date
Strategic marketing plan (modules 6–12) 100 50 Week 12 4 February 2015
Maximum word count 3,000 words
This assignment leads on from assignment 1. Essentially you are required to establish a marketing plan to increase the membership of the Chamber of Commerce for the target market you have focused on and given the situational analysis you have conducted in assignment 1.
This assignment should commence with an overall summary (about one page) of the context that you established in assignment 1. This will allow the marker to come up to speed on your analysis and thinking as the baseline for your recommendations in this assignment. You DO NOT need to include the full assignment 1 here but you may wish to replicate some of the analysis tables in appendices to this assignment if they are relevant.
This assignment should then commence with a specific statement of the marketing objective/s you are going to plan for based on the context you have set from assignment one. You will then show how each of the marketing mix elements will contribute to the achievement of this objective/s in your plan. Each of the elements of the marketing mix are to be considered (product, place, price and promotion) and for each you will need to discuss the strategy you will adopt (with appropriate justification from theory and other sources), and the tactics you would recommend.
Finally, you will conclude with consideration of a timeline for this plan indicating the ordering of your tactical elements which will result in the achievement of the overall objectives of the plan. You also need to present a contingency plan which would consider any threats or potential reactions from competitors that you identified in assignment one as potentially having a negative impact on your plan and how you would propose these be dealt with if and when they arise.
In writing your objectives be specific and avoid generic terms such as “increase,” “decrease,” implement as soon as possible”, and other non-specific and non-analytical language. Be sure to attach all pertinent documents to your report such as any relevant tables and analysis from assignment one, to support your recommendations. Before submitting your document, ask yourself the question, “Does this contain all of the information that would be needed for someone else to make a decision in my favour and adopt the recommendations I have made?” If not, revise your work.
Your report needs to include the following:
? An overview or summary of assignment one – no longer than one page (this is not included in word count), the summary should briefly describe the target market you selected and the summary of the issues identified in assignment one about the product offering, the target market’s decision making process and any other psychological factors that are relevant, competitor analysis and the overall marketing strategy you suggested be adopted in the development of the marketing plan.
? Include any relevant tables and analysis you conducted in assignment one as evidence to support your recommendations here in assignment two. These can be included either as appendices to the assignment or they can be incorporated into the body of assignment two as you deem relevant. Regardless of which approach you take, it is important that it is clear that these are the tables and analysis from assignment one.
? The marketing plan then needs to begin with a statement of the specific marketing objective/s for your target market. Make these objectives realistic, achievable and measurable (SMART objectives). Your objectives should align with the context established in assignment one and consider and be directed to the target market, in the location you have identified in that assignment.
? The marketing objectives for this campaign will then need to be translated into specific strategies and tactics for each element of the marketing mix (the 4 Ps). Whilst you need to be reasonably specific here remember you are constrained by a word limit and we are really looking for evidence that you have considered each of the elements and that you know how and why each suggestion fits with your overall objectives and goals for this campaign and how the elements fit with and complement each other (justification is essential and use the analysis you
conducted in assignment 1). You need to provide enough detail to ensure we can see your thinking. Use tables here to assist with the word count (tables are not counted in the word count).
? Next consider the order or sequencing of activities with a marketing timeline related to your marketing tactics (i.e. what needs to occur first etc.).
? After you have developed your plan you then need to consider marketing contingencies, or what are the risky parts of your plan and are there any actions that need to be considered or prepared to counter these if they were to occur.
? Finally, provide an overall conclusion for your work (about 1 para) that brings it all together and re-enforces your case for this plan.

Marking criteria for assignment 2 - MKT5000
Criteria Does not meet minimum standards for submission (fail).
0 - 4 marks
Student’s work shows one or more of the following: Passing Standard (pass).
5 - 6 marks
Student’s work shows one or more of the following: Exceeds Minimum
Expectations (credit)
7 - 8 marks
Student’s work shows one or more of the following: High Achievement standard
(distinction).
9 - 10 marks
Student’s work shows one or more of the following:
Learning objective 2
– Professional communication and structure
Total mark
/10 • Failed to submit the assessment in the required report format.
• Many grammatical and/or spelling errors.
• Have failed to provide information in a logical manner and sequence.
• Failed to provide information from assignment one as evidence for this assignment to support recommendations.
• Not all requirement elements of the assignment have been included. • Assignment format correct and most marketing plan elements accounted for (some may be more comprehensive than others).
• Logical presentation of information.
• Appropriate elements of Assignment one included.
• All required elements of the assignment included although some not in sufficient detail. • Assignment format correct and almost all elements of the marketing plan have been addressed in sufficient detail.
• Appropriate components of assignment one have been included and support most of the recommendations.
• Report shows logical presentation of information and synthesis of material and recommendations are a sound. • Assignment format is correct and all elements of the marketing plan have been addressed in sufficient detail with all elements present and well integrated with relevant information from assignment one.
• Report shows logical presentation of information and synthesis of material and recommendations are creative and well supported.
Learning Objective 3
- Information literacy and
academic integrity
/10 • Limited or no application of marketing theory and practice and no evidence of ability to source and integrate information and theory.
• Discussion of key strategies largely missing and the report fails to demonstrate a clear understanding of theory and the characteristics of the product and market chosen.
• Failed to correctly cite using Harvard AGPS to support their conclusions and discussions. • Discussion of key strategies adequately supported by theory
and related to the characteristics of the product/market chosen.
• Generally cited relevant sources of information to support conclusions.
• Correct Harvard AGPS
referencing style adopted. • Discussion of key strategies well supported by theory and related to the characteristics of the product/market chosen.
• Consistently cited relevant sources of information to support conclusions and discussions using Harvard AGPS referencing style and in the required format. • Discussion of key strategies excellently supported by theory and closely related to the characteristics of the product/market chosen.
• Provided exemplary referenced support for their work correctly cited using Harvard AGPS in the required format.
• All strategies are appropriately contextualised and well supported with theory and other evidence.
Criteria Does not meet minimum standards for submission (fail)
0 – 19 marks
Student’s work shows one or more of the following: Passing Standard (pass)
20 – 26 marks
Student’s work shows one or more of the following: Exceeds Minimum
Expectations (credit).
27– 33 marks
Student’s work shows one or more of the following: High Achievement standard
(distinction).
34 – 40 marks
Student’s work shows one or more of the following:
Learning objective 1
–critical thinking and analysis skills
/40 • Goals, tactics and contingencies are not integrated, or not evident.
• Little or no evidence of analysis of data and information used to support recommendations.
• No logical argument and presentation of findings, conclusions and recommendations.
• Synthesis of theory and other evidence is shallow and superficial
and/or is not related to the marketing plan for the product/market.
• Goals, tactics and contingencies are evident though integration could be better and some recommendations supported.
• Argument and presentation of findings, conclusions and recommendations shows logical progression and adequate application of problem solving skills.
• Acceptable analysis and integration of data and some attempt at integration of theory • Goals, tactics and contingencies are evident and integration is sound and all recommendations supported.
• Argument and presentation of findings, conclusions and recommendations shows logical progression and a sound application of problem solving skills.
• Good evidence of analysis of data collected to support recommendations. • Goals, tactics and contingencies are evident, well integrated and all recommendations are well supported.
• Argument and presentation of findings, conclusions and recommendations shows logical progression and an excellent application of problem solving skills and analysis.
• Deep and meaningful analysis which shows a good integration of theory, data from assignment one and appropriately contextualised.
Criteria Does not meet minimum standards for submission (fail)
0 – 19 marks
Student’s work shows one or more of the following: Passing Standard (pass)
20 – 26 marks
Student’s work shows one or more of the following: Exceeds Minimum
Expectations (credit).
27 – 33 marks
Student’s work shows one or more of the following: High Achievement standard
(distinction).
34 – 40 marks
Student’s work shows one or more of the following:
Learning Objective 1
- Problem solving and creative solutions
/40 • Limited or no evidence of problem
solving skills in the recommendations
• Marketing strategies have not been adequately identified and included in the analysis.
• The plan lacks any creativity and originality, is generally vague and has insufficient detail in the strategies.
• May not have provided contingency plans or timelines.
• The plan shows elements of
creativity and originality but needs to be more specific and detailed in some areas and some application of marketing theory is shown.
• Marketing strategies relevant to the product and the company, are adequately identified and included in the analysis.
• Recommendations could be
more specific & better supported with evidence.
• Contingency plans and/or timelines not well developed. • The plan shows creativity and originality though questions raised in some areas and good application of marketing theory and practice.
• Marketing strategies relevant to the product and the company have been generally identified and included in the analysis.
• Contingency plans attempted and a time-line provided, though maybe a little generic. • The plan shows creativity and originality and excellent application of marketing theory and practice.
• Marketing strategies relevant to the product and the company have been clearly identified and included in the analysis.
• Recommendations are sound with good support and contingency plans and time-lines provided and well developed.
Final mark /100
Final Comments: