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.

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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;
  1. 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.

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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:

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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.

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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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