Assessment Brief: BUS2006 Marketing and Sales Management

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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