AS SESSMENT 1 BRIEF
Subject Code and Title MKT101A - Marketing Fundamentals
Assessment Discussion Forum Post
Individual/Group Individual
Length 1000 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 2.2 (Week 4)
For intensive class: By 11:55pm AEST/AEDT Sunday of Module 2.2 (Week2)
Peer responses can be completed in the week it is due and/or two (2) days after the due date.
Weighting 30%
Total Marks 100 marks
Context
The aim of the Assessed Discussion Forum is to provide a framework to encourage student engagement, to encourage collaboration and to foster valuable perspectives gained from shared learning experiences.
These assessed discussion forums promote critical thinking in the application of theory into practice. You will be able to reflect on your own efforts, and extend and enrich this reflection by exchanging feedback on your peers' work.
Instructions:
1. Select a Business. Choose a small or medium sized existing business as a client. This business will be used for Assessment 1 & 2. This is considered as one with less than 200 employees. Students may also like to consider a small business in their local area /neighbourhood to focus on or even a business run by friends or family. This business must be business to consumer (B2C), based in Australia, and currently operating.
Tips for choosing your business:
§ Keep your business choice simple. The idea of this subject is to apply, analyse and formulate ideas based on marketing theories and concepts. If you don’t understand your chosen business or if it’s overly complicated, you will find it difficult to work within the defined parameters.
§ Choose something you are familiar with and somewhat interested in.
§ Avoid large companies and chain stores. Apple, Coca-Cola, McDonalds, Telstra, Holden for example, are too large and complex to work with.
The focus of this assessment is on identifying and explaining the macro and micro environmental factors that could influence the business or the industry from a marketing point-of-view. You should also be able to identify new trends as part of the situational analysis, in order to propose marketing solutions to potential issues that may affect the client in Assessment 2.
NB: Before you go ahead, you must discuss with your Learning Facilitator your choice of business. This should be sent as an email before the commencement of Module 2
2. Business Background. Provide a brief background of your business and describe it using the 4P’s framework – product, price, promotion and place. Provide a link to the business website in the reference section.
3. Competitor Analysis. Perform a competitor analysis that includes a review of at least one (1) direct competitor and one (1) indirect competitor. In the direct competitor analysis, use the competitor 4P’s framework for a meaningful comparison.
4. SWOT Analysis. Conduct a SWOT analysis of your business using the headings:
§ Strengths
§ Weaknesses
§ Opportunities
§ Threats
You should analyse the business micro-environment to develop your discussion of strengths and weaknesses. Also consider the 4P in terms of what the business does well, and where it can improve. The use of the PESTLE framework is recommended to guide your research into the macro-environment in order identify relevant trends facing your business. This will inform your discussion of opportunities and threats.
Within your analysis, include at least:
§ 3 Internal strengths
§ 3 Internal weaknesses
§ 3 External opportunities and
§ 3 External threats
5. Post Your Findings. Compile your findings and post your response to the Assessment 1 Discussion Forum. Do not upload or attach a file to your discussion forum post. If you have developed your analysis in MS Word or similar, copy and paste your information into the forum.
Ensure to include a reference list using APA 6th ed. A minimum of 4 credible and reliable sources should be used in your research. Your essential readings and any links /readings shared by your learning facilitator are a very good starting point for developing the reference list.
6. Peer Feedback. After you post your analysis in the discussion forum, you will then see all other student posts. Read and comment on at least two (2) student posts. The expectation is that students would familiarise themselves with the other student’s business to create a more meaningful and helpful response. When constructing your comments, some areas to consider might include:
§ Impression of their work and its quality
§ Identification of additional issues that may be relevant
§ Suggestions on trends affecting their business or developments they may have not considered
§ General positive and constructive feedback
§ Any general reflections when compared to your own submission
Note: As a guide, the 1000 words should be allocated as follows: 750 words for the initial student post and 250 words in total, for the two peer posts.
Submission Guidelines:
• As a preparation step, it is best to create a separate MS Word or similar document with your analysis
• Access the Assessment 1 Discussion Forum, create a new thread, and copy paste your analysis into the post. Do not attach or upload any files.
• Use suitable headings and subheadings for the information presented
• 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 (unless you are self-reflecting e.g. when giving Peer Feedback)
• All claims and recommendations are to be supported by suitable and relevant marketing and/or theoretical principles and their relevant references.
• The discussion should include a correctly constructed Reference List and accompanying in-text citations as per University guidelines (APA 6th ed. referencing style). Please see the Academic Skills page in the learning portal for information on referencing in APA 6th ed.
• 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 Rubric - Assessment 1: Discussion Forum Post
Assessment Attributes Fail (Unacceptable) (0-49) Pass (Functional) (50-64) Credit (Proficient) (65-74) Distinction (Advanced) (75-84) High Distinction (Exceptional)
(85-100)
Background
Provided background information of the chosen business and product/service aligned with marketing concept.
10% Did not provide enough information of the chosen business and the market it operates in.
Inadequate information.
Lack of identification of specific product/service Limited attempt to explain the chosen business and the market it operates in.
Basic background information provided.
Limited attempt to explain the product/service Good attempt to explain the chosen business and the market it operates in using relevant and up-to-date information from a limited number of reliable sources.
Product/service sufficiently explained with relevant and appropriate information. Very good explanation of the chosen business and the market it operates in.
Business’s background is well synthesised and evidence of research provided from a variety of reliable sources to establish the marketing context.
Very good explanation of the product/service. Excellent explanation of the chosen business and the market it operates in.
Business’s background is well synthesised and evidence of research provided from a variety of reliable sources to establish the marketing context.
Excellent explanation of the product/service.
Competitor Analysis
Conducted a competitor analysis identifying at least 2 competitor products and identified Limited recognition and
analysis of key competitors.
Did not identify competitors as direct or indirect Identification of main competitors as direct and indirect with some key information provided for each. Identification of main competitors with relevant key information provided for each. Good analysis of each competitor’s activities.
Identified competitors as Thorough identification of main competitors with meaningful information provided for each.
Very strong analysis of each competitor’s activities. Sophisticated identification and analysis of main competitors with critical information provided for each.
MKT101A Assessment 1 Brief 20191111
direct and indirect competitors
25% direct or indirect
Identified competitors as direct or indirect. Identified competitors as direct or indirect
SWOT Analysis
Summarised the macro
and micro
environmental factors impacting the marketing of a business
45% SWOT analysis did not contain key relevant internal and external factors. Did not meet the brief requirements.
Less than 4 credible and research sources used.
SWOT analysis included some key relevant internal and external factors.
Internal and external factors are limited to support marketing decisions. Met the minimum briefs.
At least 4 quality and credible research sources used.
SWOT analysis included key relevant internal and external factors, however some elements require some level of improvement.
A good identification of internal and external factors that are relevant to support marketing decisions.
More than 4 quality and credible research sources used.
SWOT analysis included key relevant internal and external factors. A very good identification of internal and external factors that are relevant to support marketing decisions.
More than 4 high quality and credible research sources used from a variety of sources.
SWOT analysis included a wide variety of relevant internal and external factors. An excellent identification of internal and external factors that are relevant to support marketing decisions.
Excellent engagement of a wide variety (+4) of quality and credible research sources.
Quality and accuracy of referencing
10%
Some mistakes with in- text citations and the reference list.
Information is difficult to understand for the audience
Limited quality and credible research sources used.
Some mistakes with in- text citations and the reference list. Information is not always clear and logical to understand for the audience and lacks clear structure
Limited mistakes with in- text citations and the reference list. Information is mostly clear and logical to understand for the audience
Very few mistakes with in-text citations and the reference list. Information is clear and logical to understand for the audience and well supported by evidence. Excellent engagement of a wide variety (+4) of quality and credible research sources.
No mistakes with in- text citations and the reference list.
Information is logical and persuasive.
Relevant concepts

and theories applied.
Very strongly supported by evidence.
Peer Feedback
Provided meaningful and thoughtful feedback to at least two (2) peer responses.
10 % No feedback provided. Minimal feedback provided Good peer feedback provided and engagement in the discussion as outlined in the brief. Meaningful and detailed feedback provided. Very good engagement in the discussion forum as outlined in the brief. Meaningful and
detailed feedback provided. Outstanding engagement in the discussion forum as outlined in the brief.