Trimester 1, 2022
Assessment Overview
| Assessment Task | Type | Weight | Length | Due | ULOs Assessed |
| Assessment 2: Report of Marketing Case. Individual assignment on analysing real-world (simulated) marketing data and information and interpreting the outcomes using the concept and principles of marketing you have learnt in this unit. Working individually students are required to (a) select a Marketing case, (b) analyse SWOT and PEST (c) select target markets/segments (d) design and implement Marketing and Sales strategies. Students must obtain approval from their lecturer on their choice of Marketing case. | Individual | 40% | 2500 words | Week 11 | ULO3 ULO4 ULO5 ULO6 |
equiv. – equivalent word count based on the Assessment Load Equivalence Guide. It means this assessment is equivalent to the normally expected time requirement for a written submission containing the specified number of words.
Assessment 2: Report of a Marketing Strategy Case
| Due date: | Week 11 |
| Group/individual: | Individual report |
| Word count/Time provided: | 2500 words |
| Weighting: | 40% |
| Unit Learning Outcomes: | ULO3, ULO4, ULO4, ULO6 |
Assessment 2 Details
This assessment is designed to apply the knowledge and skills developed by the students to evaluate the external and internal environment of a company and identify new offering based on the results of the environmental scanning. Students must obtain approval from their lecturer on their choice of company. In this assignment, the student is expected to analyze the external and internal environments (PESTEL and SWOT Analysis), identify and describe a target markets/segments, and develop a suitable new product or new services for the company to introduce for this target markets/segments
Students are required to conduct a SWOT and PESTEL analysis, identifying the internal strengths and weaknesses and external opportunities and threats of the company. The goal of a SWOT analysis is to identify the critical factors that may affect the proposed business concept (or new product or new services) and then build on the strengths to reduce the weaknesses, exploit opportunities and avoid potential threats. Students are also expected to identify and describe using segmenting variables, one target market being served by the nominated client and develop marketing strategies based on the Marketing Mix (Product, Price, Place and Promotion).
Students need to base their marketing report on appropriate theories and other relevant current market information where possible. Student should support their report with the text and a minimum of FOUR (4) other academically relevant and acceptable sources in each part of the plan. These may include academic journal articles, research reports and industry analyses, but groups need to be aware of the validity of sources e.g. an unsupported newspaper article may not be considered valid.
Students must obtain approval from their lecturer on their choice of company.
Assessment detail: Student must choose one product from any small company. For example: a Parle-G biscuit. Marketing mix must include how the company wants to analyze the product, fix the price, choose a place and performs a promotion.
Assessment 2 Marking Criteria and rubric.
| Marking Criteria | Not satisfactory (0-49%) of the criterion mark) | Satisfactory (50-64%) of the criterion mark | Good (65-74%) of the criterion mark | Very Good (75-84%) of the criterion mark | Excellent (85-100%) of the criterion mark |
| Introduction and background of the company (10 marks) | Limited ability to introduce the task and purpose of the report as well as limited demonstration to introduce the company being analyzed, in respect to RELEVANT history, current market and product. | Average ability to introduce the task and purpose of the report as well as limited demonstration to introduce the company being analyzed, in respect to RELEVANT history, current market and product. | Above average ability to introduce the task and purpose of the report as well as limited demonstration to introduce the company being analyzed, in respect to RELEVANT history, current market and product. | Good ability to introduce the task and purpose of the report as well as limited demonstration to introduce the company being analyzed, in respect to RELEVANT history, current market and product. | Excellent ability to introduce the task and purpose of the report as well as limited demonstration to introduce the company being analyzed, in respect to RELEVANT history, current market and product. |
| Marketing Mix Strategies (10 marks) | Demonstrated limited coverage of marketing mix strategies. | Demonstrated average coverage of marketing mix strategies analysis with only few aspects are analyzed | Demonstrated above average coverage of marketing mix strategies analysis with some aspects are analyzed | Demonstrated good coverage of marketing mix strategies analysis with most aspects are analyzed | Demonstrated excellent coverage of marketing mix strategies analysis with all aspects are analyzed |
| SWOT and PESTEL Table (10 marks) | Limited ability to analyzed and present the results of SWOT and PESTEL analysis | Average ability to analyzed and present the result of SWOT and PESTEL analysis | Above average ability to analyzed and present the result of SWOT and PESTEL analysis | Good ability to analyzed and present the results of SWOT and PESTEL analysis | Excellent ability to analyzed and present the result of SWOT and PESTEL analysis |
| Recommendations: Target Market (10 marks) | Limited description on recommended target market by using | Sufficient description on recommended | Adequate description on recommended target | Good description on recommended target market by | Excellent description on recommended |
| segmenting variables | Target market by | market by using | using segmenting | target market by | |
| and do not specify any | using segmenting | segmenting variables | variables and do not | using segmenting | |
| recommended target | Variables and do | and do not specify | specify any | variables and do | |
| market. | Not specify any | any recommended | recommended | not specify any | |
| recommended target market. | target market. | target market. | Recommended target market. |
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