Task:
Choose a consumer physical good (not a service or an industrial product). The product must be something tangible (something you can touch) that you have purchased in the past six months e.g. laptop, cooking appliance, car, or mobile phone. It is important for this assessment that you draw on your own experience - do not make-up or pretend that you have purchased the product.
The template will direct you to the types of information you need and will enable you to store the information including your references.
The areas of the template you will focus on are:
a) Brief Product description
b) Company background
c) Competitive Environment
d) Target market description
e) Product strategy - 3 levels of product
The template asks specific questions so that you can simply answer the questions and then work towards writing paragraphs for each section. The template is a tool for learning purposes. As such you do not need to change the formatting or delete any of the instructions as you may need to do in other subjects.
For both assessments 2 & 3 you will be explaining theory and application for your chosen product. For an explanation of theory and application refer to Notes on assessments 2 & 3.
# It is very important that you learn to use the USQ Library Resources and you should support your work with in-text references from marketing texts and other credible sources.
Assessment 2 template & marking criteria
Open and save a copy of the Assessment 2 template and use this for Assessment 2. This is the document you will submit when you have completed the assignment. Be sure to change the FAMILY name, FIRST name & student number on the file when you finally save the document.
View the Assessment 2 Marking Criteria to help you to understand what is expected for the assessment.
See the Opening Microsoft Word files document if you have problems accessing the Word documents.
MKT1001 Assessment 2 Marking Criteria
Assignment requirement 85-100% 75-84% 65-74% 50-64% 0-49%
Sourcing of Product, company and industry information
(20% of assessment total)
Demonstrates excellent ability to find and evaluate business information using appropriate and relevant resources.
A thorough product, company and industry background provided.
Demonstrates ability to find and evaluate business information using appropriate and relevant resources.
Presented a detailed product and company background and provided some industry insight.
Presented an acceptable product and company background.
Some further detail needed.
Some background provided. Insufficient details.
Demonstrates an understanding of some theoretical concepts.
Demonstrates critical thinking and analysis in some areas.
Product & company background given a cursory overview, insufficient details provided.
Discussion of theoretical concepts not covered.
Critical thinking and analysis not evident.
Critical thinking & analysis
(20% of assessment total)
Incorporation of theory into relevant sections of the assignment.
The ability to understand and interpret captured information. Excellent incorporation of theory throughout the presentation.
Demonstrates a high level of critical thinking and analysis by evaluating product and market situation with justification and considers implications.
A detailed explanation of the theory included.
Demonstrates critical thinking and analysis by evaluating product and marketing situation. Explanation of theory could provide more details in some areas. Demonstrates critical thinking and analysis in some areas by evaluating the product and market situation. Demonstrates an understanding of some theoretical concepts.
Demonstrates critical thinking and analysis in some areas.
Discussion of theoretical concepts not covered.
Critical thinking and analysis not evident.
Professional communication
(20% of assessment total)
Communicates effectively in written form following requirements with
• Correct use of English Language
• use of relevant in-text references to provide supporting evidence
• use of relevant sources of information in addition to course content. Writing is understandable with the correct use of English.
Correct in-text referencing technique.
Excellent use of source materials went beyond the expected to clearly locate high quality / current resources and provide further evidence.
Appropriately formatted List of References
Writing is understandable with the correct use of English.
Correct in-text referencing technique.
Good use of source materials.
Appropriately formatted List of References. Writing is understandable with the use of English.
Would benefit from proofreading.
Attempted in-text referencing, the technique requires more work.
Good use of source information, but could use more.
Includes List of References Writing is understandable with the use of English.
Would benefit from proofreading.
Attempted in-text referencing, the technique requires more work.
Use of some resources, but requires more.
List of references needs work. English writing requires work.
Either in--text referencing is absent, or technique is incorrect.
Needs to use more references to support.
List of references not present or incorrectly formatted.
Knowledge & technical skills
(40% of assessment total)
Application of theory to the specified product in the following sections:
• identifies bases and associated variables for the segmentation of the market
• clearly and succinctly describes the target market
• justifies relevance of variables
• applies 3 levels of the product Demonstrates high level of synthesis, appliction and evaluation of the segmentation process for the chosen product and market.
Demonstrates high level of synthesis, detailed application and evaluation of 3 levels of the product. Demonstrates sythesis and application and evaluation of the segmentation process for the chosen product.
Demonstrates synthesis, detailed application and evaluation of 3 levels of the product. Sound synthesis and application of the segmentation process for the selected product.
Demonstrations synthesis and application of 3 levels of the product for the chosen product. Demonstrates basic application of the segmentation process for the selected product. More details and explanation/ justification required.
Demonstrates basic application of 3 levels of the product for the chosen product. More details required. Application of segmentation process
not covered sufficiently.
Application of 3 levels of the product not covered sufficiently.
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