MKTG6002/MKT600 Marketing

MKTG6002/MKT600 Marketing
ASSESSMENT 2 BRIEF
Subject Code and TitleMKTG6002/MKT600 Marketing
Assessment 2Marketing Plan
Individual/GroupIndividual
Length3000 words (+/- 10% excluding cover page, reference etc).
Learning OutcomesThis 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.
SubmissionFor 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.
Weighting50%
Total Marks50 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;
    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.

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

AssessmentFail (Unacceptable)PassCreditDistinctionHigh Distinction
(Functional)(Proficient)(Advanced)(Exceptional)
Attributes0-49%
50-64%65-74%75 -84%85-100%
 Limited understanding ofResembles a recall orSupports personal opinionDifferentiates between assertion of personal opinion and information substantiated by robust evidence from theSystematically and critically
Evaluation of information gathered to support the marketing plankey concepts required tosummary of key ideas.and informationdiscriminates between
support discussion substantiated by evidenceassertion of personal
 Often conflates/confusesfrom the research/courseopinion and information
Confuses logic and emotion. Information taken from reliable sources but without a comprehensive analysis or synthesis.assertion of personalmaterials.substantiated by robust
10%opinion with informationInformation is taken from 15+Research/course materialsevidence from the
substantiated by evidencewith a demonstrable capacity to explain and apply relevant concepts.research/course materials
 from the research/coursesources and extendedand 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 arenot reflect expertDemonstrate logical flows throughout the discussion.level of
 taken as fact with littlejudgement, intellectualinterpretation/evaluation
 questioning.independence, rigor and to develop a
  adaptability. Viewpoint of experts arecomprehensive critical
    subject to questioning.analysis or synthesis.
    Analysis and evaluationIdentifies gaps in
    reflect growing judgement,knowledge.
    intellectual independence, 
    rigor and adaptability.Exhibits intellectual
     independence, rigor, good
     judgement and
     adaptability.
 Report structure/formatReport structure/formatReport structure/format wasReport structure/formatReport structure/format
Logical and Compellingwas not consistent withwas professional andprofessional, original andwas very professional,was highly professional,
Report StructureIndustryoriginal and was adequatelyconsistent with Industryoriginal and consistent withoriginal and consistent with
 practices/standardsconsistent with Industrypractices/standardsIndustryIndustry
20% practices/standards practices/standardspractices/standards.

MKT600/MKTG6002_Assessment2_Marketing Plan                                                                                                                                 Page 4 of 7

Marketing Strategy ReportSome Marketing StrategyMarketing Strategy ReportAll Marketing StrategyAll Marketing Strategy
components were notReport components werecomponents were adequatelyReport components wereReport components were
adequately identified.identified.identified.correctly identified.clearly and correctly
    identified.
The report was poorlyThe report was sufficientlyThe report was wellThe report was very well 
organised.well organised.organised from beginning toorganised and orderly fromThe report was expertly
  end.beginning to end.organised and orderly from
DevelopedDeveloped  beginning to end.
ideas/recommendationsideas/recommendationsDeveloped specificDeveloped specific 
with poor examples, data,with adequate examples,ideas/recommendations withideas/recommendations inDeveloped specific
and/or experiences.data, and/or experiences.good supporting examples,depth with appropriateideas/recommendations in
  data, and/or experiences.supporting examples, data,depth with strong and
Poorly constructedReference List provided and and/or experiences.appropriate supporting
Reference List and/or nota variety of sourcesA correctly constructed examples, data, and
meeting the APAaccessed in researchReference List provided and aA correctly constructed/or experiences.
guidelines for referencing.meeting APA guidelines forvariety of sources accessed inReference List provided and 
 referencing.research meeting APAin-report citations ofA well-constructed
  guidelines for referencing.sources provided and aReference List provided and
   variety of sources accessedin-report Citations of
   in research meeting APAsources 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 strategiesSuperficiallyFairly evaluates andAdequately evaluatesThoroughly evaluatesCritically evaluates and
evaluates andjustifies the selection ofand justifies theand justifies thejustifies the selection
justifies the selectiontarget marketselection of targetselection of targetof target market
of target marketdemonstrating amarket demonstrating amarket demonstrating ademonstrating
demonstrating nosatisfactorygood understanding ofvery goodexcellent
understanding of theunderstanding of thethe theories from theunderstanding of theunderstanding of the
     
MKT600/MKTG6002_Assessment2_Marketing Plan   Page 5 of 7
20%theories from thetheories from thesubject.theories from thetheories from the
subject.subject.  Description of at leastsubject.subject.
Description of marketDescription of at leasttwo market segmentsDescription of at leastDescription of three or
segments notone market segmentsprovided.three market segmentsmore market segments
provided.provided.  Some efforts toprovided.provided.
No efforts toVery little efforts tosubstantiate the targetTarget market hasTarget market has been
substantiate thesubstantiate the targetmarket.been substantiate.substantiated
target market.market.  A good value proposition  A well-stated valuecomprehensively.
Value proposition isA satisfactory valuedifferentiating thepropositionA sophisticated value
vague.proposition provided.business from thedifferentiating theproposition
  competitors.business from thedifferentiating the
Little or noA satisfactory competitors.business from the
justification of thejustification of theA good justification of competitors.
positioning strategypositioning strategythe positioning strategyA very good 
reflecting little or noreflecting the links toreflecting the links to thejustification of theComprehensive
link to the entirethe entire analysis.entire analysis.positioning strategyjustification of the
analysis.  reflecting the links topositioning strategy
 The strategy forThe strategy forthe entire analysis.reflecting the links to
The strategy forcompetitive advantagecompetitive advantage is the entire analysis.
competitive advantageis satisfactory.sensible.The strategy for 
doesn’t make sense.  competitive advantageThe strategy for
   is sensible.competitive advantage
    is sensible and well
    argued.
 Limited synthesis andDemonstrated analysisWell-developed analysisThoroughly developed andHighly sophisticated and
Critically evaluatesanalysis.and synthesis of newand synthesis of new withcreative analysis of newcreative analysis of new
the impact of the with existingexisting knowledge inwith existing knowledgewith existing knowledge
application ofStrategy ideasknowledge inevaluating the applicationand synthesis inin evaluating the

MKT600/MKTG6002_Assessment2_Marketing Plan                                                                                                                                 Page 6 of 7

marketing mix (the 4Ps/7ps of marketing) to stakeholderspresented fail toevaluating theof marketing mix to theevaluating theapplication of marketing
have a foundation inapplication oftarget market.application of marketingmix 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 havePresents and succinctlysuccinctly discusses
  Presents strategy ideasa good foundation in thediscusses sensible &concise, sensible &
 Marketing mixthat have a foundationmarket analysis.interesting strategyinteresting strategy
 variables have notin the market analysis. ideas that have a veryideas that have a solid
 been outlined  good foundation in thefoundation in the
 clearly.  Marketing mix  Marketing mix variablesmarket analysis.market analysis.
  variables have beenhave been outlined. Marketing mix
  outlined. However,However, they reflectMarketing mixvariables reflect core
  they do not reflect theunclear connection tovariables reflect coremarketing strategies
  link to the corethe core strategies.marketing strategies toto form one intact
  strategies. form one intactstrategy.
    strategy. 
 Demonstrates limitedDemonstrates adequateDemonstrates consistentDemonstrates anConsistently
Formulates effectiveawareness of contextawareness of contextawareness of contextadvanced and integrateddemonstrates a
and innovativeand/or purpose of theand/or purpose of theand/or purpose of theunderstanding of contextsystematic and critical
recommendationsassignment and/or theassignment and/or theassignment and/or theand/or purpose of theunderstanding of context
that are justifiablespecific client’s need.specific client’s need.specific client’s need.assignment and/or theand purpose of the
    specific client’s need.assignment and/or the
20 %Fails to provideProvides standard,Provides good specific client’s need.
 recommendations thatstraightforward orrecommendations thatProvides advanced 
 are reasonable and/orobviousreflect skilful analysis andrecommendationsProvides expert
 applicable to therecommendations only.some original thinking.that reflect wellrecommendations that
 organisation.  developed analysisreflect sophisticated
    and original thinking.analysis, original thinking
     and creativity.
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