For this assessment task, students are to work individually to design a
marketing project for a company of their choice in a Hospitality industry
The design project is about proposing a new marketing idea or
revised marketing offering which involves the implementation of
one of the contemporary marketing issues that has been
discussed in this subject.
The selection of the company/and product will need to be reviewed by
the Lecturer for suitability (by Week 8) – but students should use the
following as a starting point
ASSESSMENT BRIEF___________________________________________________
? Readily and currently available in the Australian Market
? Well-known brand and/or parent company – though does not to be
Australian owned
? Has been recently advertised in the Australian Market
? Has clearly identifiable and at least 4 competitors
Following is the recommended structure of the Design Report:
1. ICMS Student declaration
2. Table of Contents
3. Introduction
4. Design Project Context - Cover the following:
• An overview of relevant background information on the
Company and selected Product/Service
• A Marketing Environmental Analysis – identify and discuss the
explicit Marketing Environmental factors that has impacted on
the organisations’ competitiveness - Market (competition) and
customer analysis including existing brand perceptions and
target market characteristics
• The Contemporary Marketing Issue that is to be implemented
and why it is applicable (or why it was chosen)
5. Revised marketing offering - Outline specifically the new market
offering - details of the recommended changes (from what to what)
or what is to be introduced or executed differently.
The recommendations should include aspects of contemporary
marketing strategy applicable and which were discussed during
the subject weekly topics.
A clear positioning statement for the new market offering, i.e. how
will it create differentiated value for a key target segment and what
‘position’ will it occupy in that segment. How will it beat the
competition?
Where applicable (depending on the recommended change), this
section should also include
? The new Marketing Mix and/or new Promotional Mix
? Any recommendations concerning branding, packaging,
labelling, brand/line extensions
? Any execution/implementation details
6. Conclusion
7. Reference List
The structure is report format. Hence, students are to avoid lengthy
chucky paragraphs of narrative in favour of using sub-headings,
tables, and bullet points. This formatting is encouraged as it will
reduce the wordiness and increase the -readability- of the work.
As Marketing is a very visual discipline, it expected that there will
be extensive visuals and images used to support and provide
evidence for claims made.
The design project must demonstrate evidence of a detailed
investigation with all claims and statements being supported by evidence from either industry/marketing practice and/or relevant marketing theoretical principles