MKT200 Marketing Principles

Universal Assignment

    Assessment 3 Information

    Subject Code:MKT200
    Subject Name:Marketing Principles
    Assessment Title:Written Proposal
    Assessment Type:Individual written proposal
    Length:1200 words (+/- 10% allowable range)
    Weighting:40%
    Total Marks:100
    Submission:Online
    Due Date:Week 13

    Your task

    Individually, you are required to prepare a written proposal that gives marketing advice to an Australian brand looking to expand its offering.

    Assessment Description

    The purpose of this assessment is to provide students with an opportunity to solve a marketing-based business problem whereby students will be required to demonstrate a broad and coherent understanding of technical and theoretical knowledge of marketing concepts, strategies and applications. Students will be given an opportunity to practice analysing business models and developing, planning and proposing targeted marketing solutions.

    Assessment Instructions

    Based on a hypothetical scenario, students will be required to develop, plan and propose an appropriate target audience, a relevant set of creative appeals and a suggested product category mix to assist the brand in reaching its goals and objectives.

    In week 9, a hypothetical case study will be provided to students about a marketing problem that a brand would like to overcome.

    Students will be required to identify, describe and justify the following points:

    1. An appropriate target audience for the new convivence-based stores using target audience strategies discussed in class. The target audience must be explained using segmentation variables.
    2. Nominate creative appeals that will be appropriate to attract the suggested target audience.
    3. Nominate media channels that will be appropriate to attract the suggested target audience.
    4. Propose product categories that would be sold in the store to appeal to the suggested target audience.

    Assignment Submission

    This file must be submitted as a ‘Word’ document to avoid any technical issues that may occur from incorrect file format upload. Uploaded files with a virus will not be considered as a legitimate submission. MyKBS will notify you if there is an issue with the submitted file. In this case, you must contact your workshop facilitator via   email   and   provide   a   brief   description   of   the problem and a screenshot of the MyKBS error message. You are also encouraged to submit your work well before the deadline to avoid any possible delay involving the Turnitin similarity report or any other technical difficulties.

    Late assignment submission penalties

    Penalties will be imposed on late assignment submissions in accordance with Kaplan Business School “late assignment submission penalties” policy.

    Number of daysPenalty
    1* – 9 days5% per day for each calendar day late deducted from the total marks available
    10 – 14 days50% deducted from the total marks available.
    After 14 daysAssignments that are submitted more than 14 calendar days after the due date will not be accepted, and the student will receive a mark of zero for the assignment(s).
    NoteNotwithstanding the above penalty rules, assignments will also be given a mark of zero if they are submitted after assignments have been returned to students

    *Assignments submitted at any stage within the first 24 hours after the deadline will be considered to be one day late and therefore subject to the associated penalty

    For more information, please read the full policy via https://www.kbs.edu.au/about-us/school-policies

    Important Study Information

    Academic Integrity Policy

    KBS values academic integrity. All students must understand the meaning and consequences of cheating, plagiarism and other academic offences under the Academic Integrity and Conduct Policy.

    What is academic integrity and misconduct? What are the penalties for academic misconduct? What are the late penalties?

    How can I appeal my grade?

    Click here for answers to these questions: https://www.kbs.edu.au/about-us/school-policies

    Word Limits for Written Assessments

    Submissions that exceed the word limit by more than 10% will cease to be marked from the point at which that limit is exceeded.

    Study Assistance

    Students may seek study assistance from their local Academic Learning Advisor or refer to the resources on the MyKBS Academic Success Centre page. Click here for this information.

    MKT200 Assessment 3 Marking Rubric – Individual Creative proposal 40%

    Marking Criteria and allocated marks to each criterionF (Fail) 0-49%P (Pass) 50-64%C (Credit) 65-74%D (Distinction) 75-84%HD (High Distinction) 85-100%
    0-34%35-49%
    Creative Proposal
    Target audience       /20marks
    You have provided a generic target audience proposal by demonstrating a limited ability to utilise marketing theories and concepts.You have provided a generic target audience proposal by demonstrating an ability to utilise marketing theories and concepts.You have provided a generic target audience proposal by demonstrating your ability to utilise marketing theories and concepts.You have provided a target audience proposal by demonstrating the adequate ability to utilise marketing theories and concepts.You have provided a target audience proposal by demonstrating the sufficient ability to utilise marketing theories and concepts.You have provided a target audience proposal by demonstrating the expert ability to utilise marketing theories and concepts.
    Creative appeals       /20marksYou have provided a generic proposal of creative appeals by demonstrating a limited ability to utilise marketing theories and concepts.You have provided a generic proposal of creative appeals by demonstrating an ability to utilise marketing theories and concepts.You have provided a generic proposal of creative appeals by demonstrating your ability to utilise marketing theories and concepts.You have provided a proposal of creative appeals by demonstrating the adequate ability to utilise marketing theories and concepts.You have provided a proposal of creative appeals by demonstrating the sufficient ability to utilise marketing theories and concepts.You have provided a proposal of creative appeals by demonstrating the expert ability to utilise marketing theories and concepts.
    Media selection       /15marksYou have provided a generic proposal of media tools by demonstrating a limited ability to utilise marketing theories and concepts.You have provided a generic proposal of media tools by demonstrating an ability to utilise marketing theories and concepts.You have provided a generic proposal of media tools by demonstrating your ability to utilise marketing theories and concepts.You have provided a proposal of media tools by demonstrating the adequate ability to utilise marketing theories and concepts.You have provided a proposal of media tools by demonstrating the sufficient ability to utilise marketing theories and concepts.You have provided a proposal of media tools by demonstrating the expert ability to utilise marketing theories and concepts.
    Product category selection       /15marksYou have provided a generic product selection proposal by demonstrating a limited ability to utilise marketing theories and concepts.You have provided a generic product selection proposal by demonstrating an ability to utilise marketing theories and concepts.You have provided a generic product selection proposal by demonstrating your ability to utilise marketing theories and concepts.You have provided a product selection proposal by demonstrating the adequate ability to utilise marketing theories and concepts.You have provided a product selection proposal by demonstrating the sufficient ability to utilise marketing theories and concepts.You have provided a product selection proposal by demonstrating the expert ability to utilise marketing theories and concepts.
    Grammar/Spelling       /10marksConsistent errors in spelling and grammar impacted the flow and readability of your written submission.Though there are consistent grammar and spelling errors, these do not detract from the readability and flow of your analysis.Though there are some grammar and spelling errors, these do not detract from the readability and flow of your analysis.Mostly correct grammar and spelling with errors that do not impact the readability and flow of your analysis.Errors in grammar and spelling are rare, enhancing the readability and flow of your analysis.Perfect grammar and spelling throughout, with excellent readability and flow of your analysis.
    In-text citations and referencing       /10marksNeither in-text referencing nor reference list adhere to Kaplan Harvard Referencing Style.In-text referencing or the resultant reference list adheres to Kaplan Harvard Referencing Style, with many errors.Both in-text referencing and the resultant reference list adhere to Kaplan Harvard Referencing Style, with many errors.Both in-text referencing and the resultant reference list adhere to Kaplan Harvard Referencing Style, with some errors.Both in-text referencing and the resultant reference list adhere to Kaplan Harvard Referencing Style, with only occasional minor errors.Both in-text referencing and the resultant reference list adhere strictly to Kaplan Harvard Referencing Style, with no errors.
    Format       /10marksYour writing is disjointed and demonstrates limited structure, thought and consideration for the intended audience.Your writing is often disjointed but demonstrates some structure, thought and consideration for the intended audience.Your writing is fluent but not always connected, demonstrating an adequate structure, thought and consideration for the intended audience.Your writing is fluent, demonstrating sufficient structure, thought and consideration for the intended audience.Your writing is fluent, demonstrating a comprehensive structure, thought and consideration for the intended audience.Your writing is excellent, demonstrating a comprehensive structure, thought and consideration for the intended audience.
    Feedback and grades will be released via MyKBS.
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