ASSESSMENT 1 BRIEF
Subject Code and Title MKTG6002/MKT600 Marketing
Assessment Assessment 1: Situation Analysis
Individual/Group Individual
Length 2000 words (+/- 10% excluding cover page, table of contents, executive summary, references and appendix).
Learning Outcomes This assessment addresses the following learning outcomes of the subject:
a) Critically evaluate underpinning marketing theories and principles and employ appropriate research process to collect, store and use of data to genrate customer insights;
b) Critically evaluate customer needs to create value for customers by deploying the resources of the organisation in best possible ways;
Submission Due 23:59 (AEST/AEDT) Friday by the end of Module 3.1 (Week 5)
Weighting 30%
Total Marks 30 marks
Objectives:
• To develop an understanding and appreciation about the influences of micro and macro environmental actors and forces that affect an organisation''s ability to serve the needs of the target market;
• To develop critical analytical ability to gather and analyse relaevant data to facilitate decision making;
• To develop foresights to predict industry trend and tailor the organisation''s practices to respond to the changing situation.
How the assessment fits into the subject/course:
Marketing in the 21st century has evolved profoundly which is a critical element of business administration. The design of marketing plans is integral to business organisation and the assessment of this subject aims to provide students with the opportunity to apply the knowledge to develop effective marketing strategies. This assessment requires the students to analyse overall situation of the business prior to developing a marketing plan. The students will then continue to work on the same organisation to develop a complete marketing plan in their next assessment. A short scenario is given below to help students address the tasks involved in the assessment 1.
MKT600_Assessment 1_Situation Analysis Page 1 of 6
Linkages between Assessments 1 and 2:
Assessment 1 requires students to undertake the SWOT/TOWS analysis of their chosen organisation from the list of organisations provided. Students are advised to consult the IBISWorld database through Torrens Library to do the preliminary research to gain a comprehensive knowledge about the industry in which their chosen organisation belongs to. The assessments 1 and 2 are interlinked where students need to summarise the situation analysis from their assingment 1 while discussing this section within the assessment 2, the marketing plan.
Instructions:
This assessment task requires you to develop a Marketing Environmental Analysis that comprises both the micro-environment and macro-environment. The micro-environment analysis involves a scrutiny of internal environment that facilitates specifying the strengths and weaknesses, while, the macro-environment analysis requires the scrutiny of demographic, economic, natural, political, technological and cultural (DENPTC) dimensions which will assist in specifying the oportunities and threats. Changes within the macro environmental forces are outside of an organisation''s direct control requiring an organisation''s marketing strategies to be adjusted to capture emerging opportunities and minimise any potential threats.
Therefore, in this assessment task you will need to:
• Articulate your learning about marketing concepts and principles covered from Module 1 to 3.1 to demonstrate your level of understanding to evaluate the organisation''s overall situation;
• Critially analyse the link between marketing theory and practice;
• Demonstrate research skills to reveal the insights;
• Apply appropriate business report writing skills;
• Discuss appropriate strategies with regards to your SWOT analysis.
• Use the appropriate APA style both in text citation and the reference list at the end. You should use at least 10 relevant academic referneces from leading marketing journals and text books to showcase quality of your research. Please see more information on referencing here: https:// library.torrens.edu.au/learn-more/referencing
Scenario: Choose an organisation from the list provided below that intends to expand its businss either through a new product development or a new business/market development.
Brick Works - https://www.brickworks.com.au/
IVFAustralia - https://www.ivf.com.au/about-us
Progressive Office Furniture - https://www.progressiveoffice.com.au/ Luxury Handbag Hire - https://www.fashionconfidential.com.au/? gclid=EAIaIQobChMIkJjQieus6AIVR6SWCh2loAXiEAAYASAAEgI5mPD_BwE
MKTG6002/MKT600_Assessment 1_Situation Analysis Page 2 of 6 Tasks:
1. Discuss the value propositions, core brand values and buyer behaviour of your chosen organisation;
2. Analyse the micro-environment (the company, suppliers, intermediaries, relevant publics, customers and competitors);
3. Analyse the macro environment, that is, demographic, economic, natural, political, technological and cultural (DENPTC) forces to demonstrate their impacts on your chosen organisation''s strategies/capabilities to serve the target market (s);
4. List the strengths, weaknesses, opportunities and threats (SWOT) as well as suggest
appropriate strategies by incorporating the TOWS matrix to draw from strengths to capture
opportunities, to overcome weaknesses and to defend from threats.
Note: Take time to gather relevant data about your chosen organisation as well as the broader external environment in which the organisation operates. Find good quality academic references from high quality marketing journals and text books to substantiate your arguments, suggestions and explanations. Use relevant headings/sub-headings to ensure a cohesiveness and logical flow of the report.
Submission Instructions:
Submit your assessment via the Assessment link in the main navigation menu in MKTG6002/MKT600 by the end of the Module 3.1 on Friday in week 5. Please review TUA overdue policy in page 3 through the link copied below which applies a 10% deduction for each day up to FIVE days. Any submission that overdues more than FIVE day will get 0.
https://learn-ap-southeast-2-prod-fleet01-xythos.s3-apsoutheast-2.amazonaws.com/5c07149a959f5/4332951?response-content-disposition=inline
%3B%20filename%2A%3DUTF-8%27%27TUA%2520PL_AC_004%2520Assessment%
2520Policy%2520for%2520Higher%2520Education%2520Coursework%2520and%
2520ELICOS.pdf&response-content-
type=application%2Fpdf&X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz-
Date=20190420T020849Z&X-Amz-SignedHeaders=host&X-Amz-Expires=21600&X-Amz-
Credential=AKIAIW5OVFIUOTV36DNA%2F20190420%2Fap-southeast-2%2Fs3%
2Faws4_request&X-Amz-
Signature=43e06ce9d0c1a38ba5e189c2c7c1e7510afe6a62311985d4e454f15e8b9d1a63
MKTG6002/MKT600_Assessment 1_Situation Analysis Page 3 of 6
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 information gathered to support the arguments
15% Limited understanding of key concepts required to support discussion
Confuses logic and emotion. Information taken from reliable sources but without a coherent analysis or synthesis.
Viewpoints of experts are taken as fact with little questioning. Resembles a recall or summary of key ideas.
Often conflates/confuses assertion of personal opinion with information substantiated by evidence from the research/course materials.
Analysis and evaluation do not reflect expert judgement, intellectual independence, rigor and adaptability. Supports personal opinion and information substantiated by evidence from the research/course materials.
Information is taken from 15+ good quality sources with and demonstrates a capacity to explain and apply relevant concepts.
Identify logical flaws.
Questions viewpoints of experts. Discriminates between assertion of personal opinion and information substantiated by robust evidence from the research/course materials and extended reading.
Information are gathered from 20+ good quality sources with a well- demonstrated capacity to explain and apply relevant concepts.
Viewpoint of experts are subject to questioning. Systematically and critically discriminates between assertion of personal opinion and information substantiated by robust evidence from the research/course materials and extended reading.
Information are sourced from 30+ good quality sources with a high level of interpretation/evaluation
to develop a comprehensive critical 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.
Marking Rubric: Assessment 1
MKTG6002/MKT600_Assessment 1_Situation Analysis 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 client needs with regard to Microenvironment actors
– Suppliers, intermediaries, publics, customers etc. Does not display an understanding of the Microenvironment
(e.g., intermediaries, suppliers, publics).
Sensible challenges Some relevant suppliers, intermediaries and publics are identified.
Some potential challenges are Relevant suppliers, intermediaries and publics are mostly identified.
Potential challenges are mostly identified. Thorough review of relevant suppliers, intermediaries and publics.
Good discussion of potential challenges, Systematically and critically reviews relevant suppliers, intermediaries and publics.
Systematically and
are not presented. identified. supported by sound critically discusses
20% arguments and/or potential challenges,
good sources. supported by sound
MKTG6002/MKT600_Assessment 1_Situation Analysis Page 5 of 6
arguments and/or good sources.
Critically evaluates
client needs with regard to Macroenvironment - DENPTC
20% Superficial review of the PESTLE dimensions.
No or little consideration of influenences of the external environment. Provides a satisfactory discussion of the PESTLE dimensions.
Satisfactory relevant data/information provided to substantiate the discussion. Good discsussion on the DENPTC dimensions has been provided with good relevant data/ information to support the arguments. Thorough research on the DENPTC diemensions reveals relevant data/ information. The discussion is presented in a logical and systematic approach. Critically evaluates the
data/information gathered on the DENPTC dimensions. The discussion is presented with strong arguments and substantiated with relevant data as well as demostrates the potential effects on the business.
Critically evaluates the business''s overall situation to list out strengths, weaknesses, opportunities and threats and discusses appropriate strategies to draw on the strengths to capture opportunities, defend from threats and overcome weaknesses
25% Discussion is not relevant to client
needs - superficial or general discussion of strengths, weaknesses, opportunities and threats.
Does not show understanding of relevant concepts. Some relevant factors related to the business''s overall situation discussed demonstrating some understanding of the concepts covered but appropriate strategies to draw on the strengths to capture opportunities, defend from threats and overcome weaknesses not clearly articulated. Mostly relevant factors discussed to specify strengths, weaknesses, opportunities and threats while appropriate strategies to draw on the strengths to capture opportunities, defend from threats and overcome weaknesses not well articulated. Good discussion of internal and external environment analysis leading to list out the strengths, weaknesses, oportunities and threats and appropriate strategies to draw from the strengths to capture opportunites, defend from threats and overcome weaknesses. Critically evaluates the business''s overall situation and provides a comprehensive list of strengths, weaknesses, opportunities and threats. Discussed succinctly appropriate strategies to draw on strengths to capture opportunities, defend from threats and overcome weaknesses.
MKTG6002/MKT600_Assessment 1_Situation Analysis
Page 6 of 6
A SSESSMENT 2 BRIEF
MKTG6002/MKT600 Marketing
Subject Code and Title
Assessment Assessment 2: Marketing Plan
Individual/Group Individual
Length 3000 words (+/- 10% excluding cover page, reference etc).
Learning Outcomes This assessment addresses the following subject learning outcomes:
a) Critically evaluate underpinning marketing theories and principles and appropriate research process to collect, store and use of data to generate customer insights;
b) Critically evaluate customer needs to create value for customers by deploying the resources of the organisation in best possible ways;
c) Critically evaluate the impact of an organisation’s marketing mix strategies on its stakeholders.
Submission Due 23:59 (AEST/AEDT) on Friday by the end of Module 5 in Week 10
Weighting 50%
Total Marks 50 marks
Objectives:
• To enhance a clear understanding of the importance of marketing in modern business practices;
• To develop a succinct understanding about marketing theories and their application in devising marketing strategies;
• To critically analyse all relevant factors affecting the exchange process;
•
To enable developing insightful marketing strategies for a business.
How the assessment fits into the subject/course:
Marketing in the 21st century has evolved profoundly where developing winning marketing strategies has been integral to businesses of all types in order to achieve its strategic objectives. This assessment provides students with the opportunity to apply the knowledge and insights developed in the marketing subject to develop effective marketing strategies for a business, a product or a brand. Students are required to develop a complete marketing plan for their chosen organisation''s product or the brand which they worked in the Assessment 1. The emphasis within this assessment should be placed on expanding various steps as recommended in the marketing plan template while the current marketing situation and threats and opportunities analysis to be briefly discussed by summarising the discussion from the assessment 1.
MKTG6002/MKT600_Assessment2_Marketing Plan Page 1 of 7 Linkages between Assessments 1 and 2:
This assessment is the continuation of the assessment 1 therefore you should continue to work on the same organisation. In assessment 1 you have addressed two (i.e. current marketing situation and threats and opportunity analysis) out of the eight steps of a marketing plan. In this assessment you are required to develop a complete marketing plan for an organisation''s product or a brand of their choice. Since the assessment 1 and 2 are interrelated so students in any situation are not advised to change their organisation that they chose in the assessment 1.
Instructions:
This assessment task builds on the Situation Analysis that you undertook in Assessment 1. This assessment task requires you to expand the remaining steps of the marketing plan to:
• Articulate your learning about marketing theories, concepts and principles covered in the course to demonstrate your level of understanding of them to develop a marketing plan;
• Articulate the link between marketing theories and practices;
• Demonstrate an acceptable level of research skills to reveal the insights;
• Apply appropriate business report writing skills;
• Demonstrate a logical flow and cohesiveness in the analysis and discussion.
• Use the appropriate in text citation nd a reference list in your written work. You should provide at least 15 high quality marketing references to show quality of research. STRICTLY adhere to the APA style in referencing. Please see more information on referencing here: https://library.torrens.edu.au/learn-more/referencing
Scenario:
This assessment requires you to act like a consultant to help an organisation develop a winning marketing strategy that intends to introduce a new product or expand its business/markets.
Tasks:
This assessment is the continuation of your previous assessment of the Situation Analysis of your chosen organisation that you undertook in the assessment one. Therefore, you need to revisit your assessment 1 and the feedback from your facilitator. Then, develop a complete marketing plan for this assessment to:
1. Develop a marketing plan – The aspects that you should include are:
a. Identify objectives and issues as well as marketing logic to create customer value;
b. Segmentation, targeting and positioning as well as marketing mix strategies (i.e., 4ps/7ps);
c. Action programmes - how marketing strategies will be turned into specific actions that answer What will be done? When will be done? Who will do it? and How much will it cost (budget )? and controls.
MKTG6002/MKT600_Assessment2_Marketing Plan Page 2 of 7
To start with this assessment -
2. Outline the following steps:
a. Define clearly the value proposition of your chosen organisation, product or the brand;
b. Critically evaluate the overall situation of the organisation (should be summarised from the assessment 1) and suggest appropriate marketing mix strategies:
c. Product - define the product attributes/features to reflect your value propositions
You are advised to review the threes levels that are accompained with a product and discuss product line and mix strategies;
d. Pricing – describe the pricing strategy (cost-based, value-based and competition) that you would recommend to the senior management of the organisation and justify your choice;
e. Distribution – outline the distribution strategies, you should discuss a specific distribution strategy (s) - intesive, selective and exclusive. You also need to discuss
channel strategies (i.e., direct and/or indirect, channel levels - single vs. multiple);
f. Promotion – critically evaluate the promotion strategies you would recommend (i.e., pull vs. push). You also need to discuss promotional mix strategies (i.e., advertising, salesmanship, sale promotion, publicity and public relations) as well as media strategies. Please beware that your marketing strategies should be aligned with the key issues and objectives and/or value proposition, the organisation''s mission and vision. Submission Instructions:
Submit your assignment via the Assessment two link in the main navigation menu in the Blackboard in MKT600/MKTG6002 by the end of the Module 5 on Friday in week 10. Please review the TUA overdue policy described in page 3, that applies a 10% deduction/day up to five days and then 0, through the link copied below:
https://learn-ap-southeast-2-prod-fleet01-xythos.s3-apsoutheast-2.amazonaws.com/5c07149a959f5/4332951?response-content-disposition=inline%3B% 20filename%2A%3DUTF-8%27%27TUA%2520PL_AC_004%2520Assessment%2520Policy%2520for% 2520Higher%2520Education%2520Coursework%2520and%2520ELICOS.pdf&response-contenttype=application%2Fpdf&X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz-Date=20190420T020849Z&X-
Amz-SignedHeaders=host&X-Amz-Expires=21600&X-Amz-
Credential=AKIAIW5OVFIUOTV36DNA%2F20190420%2Fap-southeast-2%2Fs3%2Faws4_request&X-Amz-
Signature=43e06ce9d0c1a38ba5e189c2c7c1e7510afe6a62311985d4e454f15e8b9d1a63
MKTG6002/MKT600_Assessment2_Marketing Plan Page 3 of 7
Learning Rubric: Assessment 2
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 information gathered to support the marketing plan
10% Limited understanding of key concepts required to support discussion
Confuses logic and emotion. Information taken from reliable
sources but without a comprehensive analysis or synthesis.
Viewpoints of experts are taken as fact with little questioning.
Resembles a recall or summary of key ideas.
Often conflates/confuses assertion of personal opinion with information substantiated by evidence from the research/course materials.
Analysis and evaluation do not reflect expert judgement, intellectual independence, rigor and adaptability. Supports personal opinion and information substantiated by evidence from the research/course materials.
Information is taken from 15+ with a demonstratablecapacity to explain and apply relevant concepts.
Demonstrate logical flows throughout the discussion.
Differentiaates between assertion of personal opinion and information substantiated by robust evidence from the
Research/course materials sources and extended reading.
Information is taken from 20+ sources with a well- demonstrated capacity to explain and apply relevant concepts.
Viewpoint of experts are subject to questioning.
Analysis and evaluation reflect growing judgement, intellectual independence, rigor and adaptability. Systematically and critically discriminates between assertion of personal opinion and information substantiated by robust evidence from the research/course materials and extended reading.
Information is taken from 30+ sources with a high level of
interpretation/evaluation to develop a comprehensive critical analysis or synthesis.
Identifies gaps in knowledge.
Exhibits intellectual independence, rigor, good
judgement and adaptability.
Logical and Compelling
Report Structure
20% Report structure/format was not consistent with
Industry practices/standards
Report structure/format was professional and original and was adequately consistent with Industry practices/standards Report structure/format was professional, original and consistent with Industry practices/standards
Report structure/format was very professional, original and consistent with Industry
practices/standards Report structure/format was highly professional, original and consistent with Industry practices/standards.
MKTG6002/MKT600_Assessment2_Marketing Plan Page
MKTG6002/MKT600_Assessment2_Marketing Plan Page
20% theories from the theories from the subject. theories from the theories from the
subject. subject. Description of at least subject. subject.
Description of market Description of at least two market segments Description of at least Description of three or
segments not one market segments provided. three market segments more market segments
provided. provided. Some efforts to provided. provided.
No efforts to Very little efforts to substantiate the target Target market has Target market has been
substantiate the substantiate the target market. been substantiate. substantiated
target market. market. comprehensively.
A good value proposition A well-stated value
Value proposition is A satisfactory value differentiating the proposition A sophisticated value
vague. proposition provided. business from the differentiating the proposition
competitors. business from the differentiating the
Little or no A satisfactory competitors. business from the
justification of the justification of the A good justification of competitors.
positioning strategy positioning strategy the positioning strategy A very good
reflecting little or no reflecting the links to reflecting the links to the justification of the Comprehensive
link to the entire the entire analysis. entire analysis. positioning strategy justification of the
analysis. reflecting the links to positioning strategy
The strategy for The strategy for the entire analysis. reflecting the links to
The strategy for competitive advantage competitive advantage is the entire analysis.
competitive advantage is satisfactory. sensible. The strategy for
doesn’t make sense. competitive advantage The strategy for
is sensible. competitive advantage is sensible and well argued.
Limited synthesis and Demonstrated analysis Well-developed analysis Thoroughly developed and Highly sophisticated and
Critically evaluates analysis. and synthesis of new and synthesis of new with creative analysis of new creative analysis of new
the impact of the with existing existing knowledge in with existing knowledge with existing knowledge
application of Strategy ideas knowledge in evaluating the application and synthesis in in evaluating the
MKTG6002/MKT600_Assessment2_Marketing Plan Page
marketing mix (the
4Ps/7ps of marketing) to presented fail to
have a foundation in evaluating the application of of marketing mix to the target market. evaluating the application of marketing application of marketing mix to the target market.
stakeholders the market analysis. marketing mix to the mix to the target market.
30% target market. Presents interesting strategy ideas that have Presents and succinctly Presents and succinctly discusses
Presents strategy ideas a good foundation in the discusses sensible & concise, sensible &
Marketing mix that have a foundation market analysis. interesting strategy interesting strategy
variables have not in the market analysis. ideas that have a very ideas that have a solid
been outlined good foundation in the foundation in the
clearly. market analysis. market analysis.
Marketing mix Marketing mix variables
variables have been have been outlined. Marketing mix
outlined. However, However, they reflect Marketing mix variables reflect core
they do not reflect the unclear connection to variables reflect core marketing strategies
link to the core the core strategies. marketing strategies to to form one intact
strategies. form one intact strategy. strategy.
Demonstrates limited Demonstrates adequate Demonstrates consistent Demonstrates an Consistently
Formulates effective awareness of context awareness of context awareness of context advanced and integrated demonstrates a
and innovative and/or purpose of the and/or purpose of the and/or purpose of the understanding of context systematic and critical
recommendations assignment and/or the assignment and/or the assignment and/or the and/or purpose of the understanding of context
that are justifiable specific client’s need. specific client’s need. specific client’s need. assignment and/or the and purpose of the
specific client’s need. assignment and/or the
20 % Fails to provide Provides standard, Provides good specific client’s need.
recommendations that straightforward or recommendations that Provides advanced
are reasonable and/or obvious reflect skilful analysis and recommendations Provides expert
applicable to the recommendations only. some original thinking. that reflect well recommendations that
organisation. developed analysis reflect sophisticated
and original thinking. analysis, original thinking and creativity.
MKTG6002/MKT600_Assessment2_Marketing Plan Page 7 of 7