| ASSESSMENT 2 BRIEF | ||
| Subject Code and Title | MKTG6002/MKT600 Marketing | |
| 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 | For 12 weeks deliver – due on Friday at 11:55 pm (AEST/AEDT) by the end of week 10. For 6 weeks (intensive) delivery – due on Friday at 11: 55 pm (AEST/AEDT) by the end of the week 5. | |
| 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.
MKT600/ MKTG6002 _Assessment2_Marketing Plan Page 1 of 7
Linkages between Assessments 1 and 2:
This assessment builds on 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 product or a brand of your chosen. 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 marketingplan;
- 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 and a reference list in the end of 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/academicskills/apa/tool
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 builds on the previous assessment, 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. Address the concerns, if there is any, indicated for your attention while summarising the discussion from the assessment 1 for the current market situation and the opportunities and threats sections for your marketing plan (i.e., assessment 2). Then, develop a complete marketing plan for this assessment:
- Develop a marketing plan – The aspects that you should include are:
- Identify objectives and issues as well as marketing logic to create customer value;
- Segmentation, targeting and positioning as well as marketing mix strategies (i.e., 4ps/7ps);
- 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.
MKT600/MKTG6002_Assessment2_Marketing Plan Page 2 of 7
To start with this assessment –
- Outline the following steps:
- Define clearly the value proposition of your chosen organisation, product or the brand;
- Critically evaluate the overall situation of the organisation (should be summarised from the assessment 1) and suggest appropriate marketing mix strategies:
- Product – define the product attributes/features to reflect your value propositions
You are advised to review the threes levels that are accompanied with a product and discuss product line and mix strategies;
- 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;
- Place (distribution) – outline the distribution strategies, you should discuss a specific distribution strategy (s) – intensive, selective and exclusive. You also need to discuss channel strategies (i.e., direct and/or indirect, channel levels – single vs. multiple);
- 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.
- Action programmes – explain how marketing strategies will be turned into specific action programmes.
- Budget – provide a supporting marketing budget which is essentially a projected profit and loss statement.
- Controls – outline the controls that will be used to monitor the progress.
Submission Instructions:
Submit your assignment via the Assessment two link in the main navigation menu in the Blackboard in MKT600/MKTG6002. Your Learning Facilitator will announce the specific due day, date and time for the submission. 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:
MKT600/MKTG6002 _Assessment2_Marketing Plan Page 3 of 7
Learning Rubric: Assessment 2
| Assessment | Fail (Unacceptable) | Pass | Credit | Distinction | High Distinction | |
| (Functional) | (Proficient) | (Advanced) | (Exceptional) | |||
| Attributes | 0-49% | |||||
| 50-64% | 65-74% | 75 -84% | 85-100% | |||
| Limited understanding of | Resembles a recall or | Supports personal opinion | Differentiates between assertion of personal opinion and information substantiated by robust evidence from the | Systematically and critically | ||
| Evaluation of information gathered to support the marketing plan | key concepts required to | summary of key ideas. | and information | discriminates between | ||
| support discussion | substantiated by evidence | assertion of personal | ||||
| Often conflates/confuses | from the research/course | opinion and information | ||||
| Confuses logic and emotion. Information taken from reliable sources but without a comprehensive analysis or synthesis. | assertion of personal | materials. | substantiated by robust | |||
| 10% | opinion with information | Information is taken from 15+ | Research/course materials | evidence from the | ||
| substantiated by evidence | with a demonstrable capacity to explain and apply relevant concepts. | research/course materials | ||||
| from the research/course | sources and extended | and extended reading. | ||||
| materials. | reading. Information is taken from 20+ sources with a well- demonstrated capacity to explain and apply relevant concepts. | Information is taken from | ||||
| Analysis and evaluation do | 30+ sources with a high | |||||
| Viewpoints of experts are | not reflect expert | Demonstrate logical flows throughout the discussion. | level of | |||
| taken as fact with little | judgement, intellectual | interpretation/evaluation | ||||
| questioning. | independence, rigor and | to develop a | ||||
| adaptability. | Viewpoint of experts are | comprehensive critical | ||||
| subject to questioning. | 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. | ||||||
| Report structure/format | Report structure/format | Report structure/format was | Report structure/format | Report structure/format | ||
| Logical and Compelling | was not consistent with | was professional and | professional, original and | was very professional, | was highly professional, | |
| Report Structure | Industry | original and was adequately | consistent with Industry | original and consistent with | original and consistent with | |
| practices/standards | consistent with Industry | practices/standards | Industry | Industry | ||
| 20% | practices/standards | practices/standards | practices/standards. |
MKT600/MKTG6002_Assessment2_Marketing Plan Page 4 of 7
| Marketing Strategy Report | Some Marketing Strategy | Marketing Strategy Report | All Marketing Strategy | All Marketing Strategy |
| components were not | Report components were | components were adequately | Report components were | Report components were |
| adequately identified. | identified. | identified. | correctly identified. | clearly and correctly |
| identified. | ||||
| The report was poorly | The report was sufficiently | The report was well | The report was very well | |
| organised. | well organised. | organised from beginning to | organised and orderly from | The report was expertly |
| end. | beginning to end. | organised and orderly from | ||
| Developed | Developed | beginning to end. | ||
| ideas/recommendations | ideas/recommendations | Developed specific | Developed specific | |
| with poor examples, data, | with adequate examples, | ideas/recommendations with | ideas/recommendations in | Developed specific |
| and/or experiences. | data, and/or experiences. | good supporting examples, | depth with appropriate | ideas/recommendations in |
| data, and/or experiences. | supporting examples, data, | depth with strong and | ||
| Poorly constructed | Reference List provided and | and/or experiences. | appropriate supporting | |
| Reference List and/or not | a variety of sources | A correctly constructed | examples, data, and | |
| meeting the APA | accessed in research | Reference List provided and a | A correctly constructed | /or experiences. |
| guidelines for referencing. | meeting APA guidelines for | variety of sources accessed in | Reference List provided and | |
| referencing. | research meeting APA | in-report citations of | A well-constructed | |
| guidelines for referencing. | sources provided and a | Reference List provided and | ||
| variety of sources accessed | in-report Citations of | |||
| in research meeting APA | sources provided and a | |||
| guidelines for referencing. | wide variety of sources | |||
| accessed in research | ||||
| meeting APA guidelines for | ||||
| referencing. |
| Critically evaluates client needs with regards to the market segmentation, targeting and positioning strategies | Superficially | Fairly evaluates and | Adequately evaluates | Thoroughly evaluates | Critically evaluates and |
| evaluates and | justifies the selection of | and justifies the | and justifies the | justifies the selection | |
| justifies the selection | target market | selection of target | selection of target | of target market | |
| of target market | demonstrating a | market demonstrating a | market demonstrating a | demonstrating | |
| demonstrating no | satisfactory | good understanding of | very good | excellent | |
| understanding of the | understanding of the | the theories from the | understanding of the | understanding of the | |
| MKT600/MKTG6002_Assessment2_Marketing Plan | Page 5 of 7 | ||||
| 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. | A good value proposition | A well-stated value | comprehensively. | |
| 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 |
MKT600/MKTG6002_Assessment2_Marketing Plan Page 6 of 7
| marketing mix (the 4Ps/7ps of marketing) to stakeholders | presented fail to | evaluating the | of marketing mix to the | evaluating the | application of marketing |
| have a foundation in | application of | target market. | application of marketing | mix to the target market. | |
| the market analysis. | marketing mix to the | mix to the target market. | |||
| 30% | target market. | Presents interesting | Presents and | ||
| strategy ideas that have | Presents and succinctly | 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. | Marketing mix | Marketing mix variables | market analysis. | market analysis. | |
| 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. |
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