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ASSESSMENT 1 BRIEF
Subject Code and Title
MKT600 Marketing
Assessment
Assessment 1: Research Case Study Report
Individual/Group
Individual
Length
Up to 2500 words
Learning Outcomes
This assessment addresses the following subject learning outcomes:
a) Identify and evaluate key theories and principles of
practical marketing strategies
b) Critically evaluate client needs with regard to the
creation of value for the organisation
c) Critically evaluate the impact of the application of the
marketing mix to the target market
Submission
Due 23:59 (AEST/AEDT) Friday end of Module 3 (week 6)
Weighting
40%
Total Marks
40 marks
Objectives:
• To enhance a clear understanding of the importance of marketing in modern business and to provide a grasp of effective contemporary marketing practices;
• To provide a theoretical overview of marketing theory and practical application of innovative marketing strategies;
• To critically analyse all relevant factors affecting the exchange process.
How the assessment fits into the subject/course: st
Marketing in the 21 Century has drastically evolved and is a critical component of business administration. The design of marketing plans is integral to business organisation and the assessment for this subject aims to provide students with the opportunity to apply the knowledge of developing effective marketing strategies. This assessment requires the students to analyse market trends before developing a marketing strategy. There is a short scenario for
students to address the assessment tasks.
MKT600_Assessment 1_Case Study Report Page 1 of 6 Linkages between Assessments 1 and 2:
Assessment 1 requires students to create a case study and review marketing plans. Specifically, assessment 1 requires students to establish the context through analysing market trends. Assessment 2 requires students to devise a marketing plan of products or services offered by their own organisation and to consider how the marketing plan will add value to their organisation.
Instructions:
This assessment task requires you to develop a Marketing Environmental Analysis. A Marketing Environmental Analysis of the microenvironment and macro environment is key to understanding the possible impact of any external local, national or international factors on a small business. These factors tend to be outside a business owner’s direct control, however, as you have seen, business and marketing strategies can be modified to take advantage of the opportunities they present while also minimising any potential threats.
Therefore, in this assessment task you will need to:
• Demonstrate your learning about marketing concepts and principles covered so far and allow yourself to demonstrate your level of understanding of them.
• Analyse the link between marketing practice and marketing theory
• Demonstrate research skills to reveal the insights
• Apply appropriate business report writing skills
• Use the appropriate citation of references and a reference list in your written work. It is essential that you use the appropriate APA style for citing and referencing research. Please see more information on referencing here:
http://library.laureate.net.au/research_skills/referencing
• Practise aligning strategies to your market analysis
Scenario:
Choose any small business wanting to either expand through a new product development or a new market entry (locally and/or internationally)
Tasks:
1. Discuss the buyer behaviour in relation to your chosen business
2. Analyse the microenvironment (the relevant publics, the suppliers and the marketing
MKT600_Assessment 1_Case Study Report Page 2 of 6
intermediaries).
3. Summarise the likely competitors, what they offer and who they seem to target
4. Analyse the macro environment. What are the society-wide influences on chocolate products? Are there demographic, economic, natural, technological, political, or cultural trends that will affect the business?
Note: Take the time to find good quality references to support your ideas, suggestions and explanations using marketing theory in your report. Use headings/sub-headings, as you must write a formal document.
Submission Instructions:
Submit your assessment via the Assessment link in the main navigation menu in MKT600 by the end of Module 3.
MKT600_Assessment 1_Case Study Report Page 3 of 6
Learning Rubric: Assessment 1
Assessment
Attributes
Fail (Unacceptable)
0-49%
Pass
Credit Distinction
High Distinction
(Functional)
50-64% (Proficient)
(Advanced) 75 -84% (Exceptional)
65-74% 85-100%
Evaluation of Limited understanding of Resembles a recall or Supports personal opinion Discriminates between Systematically and critically
information selected key concepts required to summary of key ideas. and information assertion of personal discriminates between
to support the case support discussion substantiated by evidence opinion and information assertion of personal
study Often conflates/confuses from the research/course substantiated by robust opinion and information
Confuses logic and assertion of personal materials. evidence from the substantiated by robust
15% emotion. Information opinion with information research/course materials evidence from the
taken from reliable substantiated by evidence Information is taken from 15+ and extended reading. research/course materials
sources but without a from the research/course sources with a demonstrates and extended reading.
coherent analysis or materials. a capacity to explain and Information is taken from
synthesis. apply relevant concepts. 20+ sources with a well- Information is taken from
Analysis and evaluation do demonstrated capacity to 30+ sources with a high
Viewpoints of experts are not reflect expert Identify logical flaws. explain and apply relevant level of
taken as fact with little judgement, intellectual concepts. interpretation/evaluation
questioning. independence, rigor and Questions viewpoints of to develop a
adaptability. experts. Viewpoint of experts are comprehensive critical
subject to questioning. analysis or synthesis.
Analysis and evaluation Identifies gaps in
reflect growing judgement, knowledge.
intellectual independence, rigor and adaptability.
Exhibits intellectual independence, rigor, good
judgement and adaptability.
Effective Difficult to understand for Information, arguments and Information, arguments and Information, arguments and Expertly presented; the
Communication audience, no logical/clear evidence are presented in a evidence are well presented, evidence are very well report is logical, persuasive,
structure, poor flow of way that is not always clear mostly clear flow of ideas and presented; the report is and well supported by
20% ideas, argument lacks and logical. arguments. logical, clear and well evidence, demonstrating a
supporting evidence. supported by evidence.
MKT600_Assessment 1_Case Study Report Page 4 of 6
Line of reasoning is often Line of reasoning is easy to clear flow of ideas and
Audience cannot difficult to follow. follow. Demonstrates cultural arguments.
follow the line of sensitivity.
reasoning. Demonstrates use of Demonstrates use of high Demonstrates use of good Engages and sustains
credible and relevant quality, credible and relevant quality, credible and audience’s interest in the
Demonstrates resources to support and resources to support and relevant resources to topic, demonstrates high
inconsistent use of develop ideas, but these develop ideas. support and develop levels of cultural sensitivity
good quality, credible are not always explicit or arguments and statements.
and relevant resources well developed. Shows evidence of wide Demonstrates use of high-
to support and develop scope within the quality, credible and
ideas. organisation for sourcing relevant resources to
evidence. support and develop
arguments and position
statements. Shows
evidence of wide scope
within and without the
organisation for sourcing
evidence
Effective use of diverse
presentation aids, including
graphics and multi-media.
Critically evaluates Does not display an Some relevant Relevant suppliers, Thorough review of Systematically and
client needs with understanding of the suppliers, intermediaries and relevant suppliers, critically reviews
regard to Microenvironment intermediaries and publics are mostly intermediaries and relevant suppliers,
Microenvironment actors – Suppliers,
intermediaries, publics
(intermediaries, suppliers, publics).
publics are identified.
Some potential
identified.
Potential challenges are
publics.
Good discussion of
intermediaries and publics.
Sensible challenges challenges are mostly identified. potential challenges, Systematically and
are not presented. identified. supported by sound critically discusses
20% arguments and/or potential challenges,
good sources. supported by sound
MKT600_Assessment 1_Case Study Report Page 5 of 6
arguments and/or good sources.
Critically evaluates Superficial review A satisfactory range of A good range of direct Thorough research Critically researches
client needs with of competitors. direct and indirect and indirect competitors into a range of direct into a range of the
regard to
competitors is is described. and indirect most important direct
Microenvironment No or little described.
competitors. and indirect
actors – Competitors and customer behaviour
consideration of indirect competitors.
Satisfactory discussion of buyer behaviour. Good discussion of
buyer behaviour.
Thorough discussion of related buyer competitors.
Critical discussion of
behaviour. related buyer
20%
Does not relate discussion to buyer behaviour.
behaviour.
Critically evaluates Discussion is not Some relevant macro- Mostly relevant macro- Good discussion of Critically discusses
client needs with relevant to client environmental factors environmental factors trends and events in trends and events in the
regard to Macro needs - superficial or discussed discussed demonstrating a the macro-environment macro-environment that
environment
general discussion of demonstrating some good understanding of the that are relevant to are relevant to the clients
25%
macro- environmental understanding of the concepts covered. concepts covered.
client needs and are mostly supported by needs. Discussions are supported by the
factors.
Does not show understanding of relevant concepts.
the concepts covered. .
concepts covered.
MKT600_Assessment 1_Case Study Report Page 6 of 6
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