ASSESSMENT 3 BRIEF
Subject Code and Title MKT101A - Marketing Fundamentals
Assessment Marketing Plan – Stage 3: Marketing Mix
Individual/Group Individual
Length 1200 words (+/- 10%)
Learning Outcomes Addressed a) Describe the marketing concept
b) Outline and apply the elements of the marketing process.
c) Identify and explain the macro and micro environmental factors impacting the marketing of a business or industry.
d) Demonstrate an ability to incorporate new trends to solve marketing problems and apply communication skills.
Submission By 11:55pm AEST/AEDT Sunday of module 5.1 (week 9)
Weighting 35%
Total Marks 100 marks
Context
Well done! You are now in Stage 3 of your marketing plan.
Mary, your marketing manager, is pleased with your effort and the dedication that you have put into the marketing plan so far. In this stage, you will be required to identify suitable marketing mix strategies for your chosen client, including identification of the three levels of the product, product mix and respective product portfolio covering its width, line and depth – if applicable, pricing and placement strategies, and proper promotions.
In Stage 3, you must also include a detailed description of the marketing variable that you would like to propose to the client. For example, this could be a new packaging, a flavour of a product, a feature that could be incorporated into an existing product, promotional strategies for existing products/services, an additional service that could be offered to increase value and/or increase competitive advantage, and so forth.
Keep in mind all the micro & macro environmental factors and trends identified in Stage 1, as well as the buyers’ characteristics assessed in Stage 2 when creating the marketing variable.
Instructions- Stage 3
In Stage 3 of your marketing plan, the focus is on outlining and applying the main elements of the marketing processes based on micro & macro environmental factors and trends, to propose new marketing solutions to a client.
Make sure you use the same client from Stages 1 & 2.
At this point, Stage 3, the marketing report must include:
a) Cover page including:
i. Company’s name
ii. Student Identifier (name and number)
iii. Subject code and name
b) Table of contents
c) Marketing Mix variables that include applications of:
i. Product strategy:
• Identification/suggestion of the three levels of product
• Identification/suggestion of the product portfolio (width, depth and lines)
ii. Pricing strategies
• Application/suggestion of at least 02 (two) relevant pricing strategies that may be used and associated terminologies/concepts.
iii. Placement
• Identification/suggestion of at least 01 (one) marketing/distribution channel strategy.
iv. Promotions
• Identification/suggestion of at least 05 (five) promotional strategies including relevant details and references to the target audience.
d) Reference list using APA 6th ed. style.
Submission guidelines
• The presentation recommended for this assessment is REPORT FORMAT. • An executive summary is NOT required.
• Use suitable headings and subheadings for the information presented, and page numbers should appear on each page of the document – ideally in either the header or footer.
• The assessment should be submitted in a format that would be acceptable in the business world. All assessments are to be submitted to Blackboard. All work must be word-processed, spell-checked, grammatically acceptable, and professional in appearance.
• The assessment submission should include the Similarity Report from Turnitin.
• Assessments should not be written from a 1st person context, but rather from the 3rd person perspective. That is, “I, we, my, our” are not acceptable.
• All claims and recommendations are to be supported by suitable and relevant marketing and/or theoretical principles and their relevant references.
• The report should include a correctly constructed Reference List and accompanying intext citations as per University guidelines (APA 6th ed. referencing style). Please see the Academic Skills page on Blackboard for information on referencing in APA 6th ed.: https://laureate-
au.blackboard.com/webapps/blackboard/content/listContent.jsp?course_id=_20163_1 &content_id=_2498847_1&mode=reset
• The use of any combination of narrative, point form, diagrams, graphs or charts including presenting the information in table form is permitted – particularly if these devices reduce the wordiness and increase the -readability- of the submission.
Learning Rubrics- Assessment 3: Marketing Plan- Stage 3: Marketing Mix
Assessment Attributes Fail (Unacceptable) (0-49) Pass
(Functional)
(50-64) Credit
(Proficient)
(65-74) Distinction
(Advanced)
(75-84) High Distinction
(Exceptional)
(85-100)
Marketing Mix
Identified/suggested marketing mix variables including relevant product, price, place and promotional strategies.
40% Three levels of products not clearly identified/ suggested.
Product portfolio did not
provide enough information.
Pricing strategies not clearly applied/ suggested. Lack of terminologies and concepts.
Marketing/distribution channel strategy not correctly identified/ suggested.
Promotional strategies were not identified/ suggested and/or did not provide relevant information and linkage with the target market.
Three levels of products identified/suggested with some improvements required.
Product portfolio included basic information.
Pricing strategies applied/suggested with adjustments required. Lack of terminologies and concepts.
Marketing/distribution channel strategy attempted. Not clearly aligned with current client’s strategies.
Promotional strategies basically identified/ suggested. Some relevant information and linkage with the target market provided.
Good identification/ suggestion of three levels of products.
Good description of product portfolio.
Good application/ suggestion of pricing strategies. Pertinent terminologies and concepts applied.
Good marketing/ distribution channel strategy identified/ suggested.
Good promotional
strategies identified/ suggested. Good level of details provided through research and clear linkage with the target market showed.
Very good identification/ suggestion of three levels of products.
Very good description of product portfolio.
Very good application/ suggestion of pricing strategies. Good level of terminologies and concepts applied.
Very good marketing/ distribution channel strategy identified/ suggested.
Very good promotional strategies identified/ suggested. Very good level of details provided through good level of research and clear linkage with the target market showed. Excellent identification/ suggestion of three levels of products.
Excellent description of product portfolio.
Excellent application/ suggestion of pricing strategies. High level of terminologies and concepts applied.
Excellent marketing/ distribution channel strategy identified/ suggested.
Excellent promotional strategies identified/ suggested. Excellent level of details provided through high level of research and clear linkage with the target market showed.
Marketing
deliverable
30%
Marketing deliverable not included and/or information is not relevant to client and/or target audience.
Marketing deliverable included some level of information.
Some relevance to client and/or target audience presented.
Good level of information provided to describe/suggest the marketing deliverable.
Clear and relevant information provided showing linkage with the client and/or target audience. Very good level of information provided to describe/suggest the marketing deliverable.
Very good information and research provided showing linkage with the client and/or target audience. Excellent level of information provided to describe/suggest the marketing deliverable.
Excellent information and high level of research provided showing linkage with the client and/or target audience.
Quality and accuracy of referencing
15% Fewer than six quality and credible and research sources used.
Some mistakes with intext citations and/or the reference list.
APA style used inconsistently. Six quality and credible research sources used.
Minor mistakes with in- text citations and/or the reference list.
APA style applied throughout the report with minor to no inconsistencies. Seven to nine good quality and credible research sources used.
No mistakes with in-text citations and/or the reference list.
APA style applied throughout the report with no inconsistencies. Ten to twelve high quality and credible research sources used.
No mistakes with intext citations and/or the reference list.
APA style applied throughout the report with no inconsistencies. More than twelve highly quality and credible research sources used.
No mistakes with intext citations and/or the reference list.
APA style applied throughout the report with no inconsistencies.
Effective communication &
report layout
15% Information is difficult to understand for the audience.
No logical/clear structure and spelling and grammatical errors throughout.
Information is not always clear and logical to understand for the audience and lacks clear structure.
Some spelling and grammatical errors throughout. Information is mostly clear and logical to understand for the audience.
A clear structure and few spelling and grammatical errors throughout. Information is clear and logical to understand for the audience and well supported by evidence.
Very minor spelling and grammatical errors throughout. Information is logical and persuasive.
Relevant concepts and theories applied.
Very strongly supported by evidence.
No headings, subheadings, and other submission guidelines not followed.
Report format and layout not acceptable in the business world.
Limited headings, subheadings, and/or some submission guidelines require adjustments.
Report format and layout acceptable in the business world with some improvements required.
Headings and subheadings and other assessment requirements are consistent with submission guidelines.
Report format and layout acceptable in the business world with minor improvements required.
Headings, subheadings and other submission guidelines are consistent.
Very good report format. Layout acceptable in the
business world with
little to no
improvements required. Free of spelling and grammatical errors throughout.
Headings, subheadings and other submission guidelines are consistent.
Excellent report format. Layout acceptable in the business world. Very professional work provided.