In Assignment 4 you will work alone to recommend a marketing strategy for the same Brand + Sub-Brand that you studied for Assignments 2 and 3. You will act as an independent consultant and produce a report for the Marketing Manager(s) of your selected Brand + Sub-Brand.
· In Assignment 3 your Group analyzed the marketing environment and segmented the consumer market for your Brand + Sub-Brand. In Assignment 4, you will recommend a Marketing strategy, based on your Group's analyses.
· You will use marketing theories and concepts appropriately.
· You will find sources of information to justify the points you make.
· Therefore, you will cite your References* and include a List of References as the last pages of your report. * In-text referencing.
1-MKT10007 Assignment 4 Template & Rubric S1,19.docx
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2-MKT10007 Assignment 4 Companion Document S1,19.docx
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3-Assignment 4 Marking Guide.docx
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4-Assignment 4 Marking Guide Page 2.docx
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5-Triple Bottom Line indicators [PDF, 548KB]
There are many useful resources available to you which you can use to ensure that you achieve a D or HD Grade; Go to Canvas > Assignments > Assignment 4, download the documents, and follow these steps:-
1. Procure a copy of your Group’s final versions of Assignments 2 and 3, plus the data used to create those reports. This information should already be posted on your Group’s Facebook page/Google docs. Make sure that your Group's Assignment 4 includes a Segment Attractiveness Table. You need this Table to start Assignment 4. If there is not one, then you and your Group members need to create one now, before you can start Assignment 4.
2. Template – download the Template as a Word document and use it to provide the Headings and Sub-Headings. Then follow the Instructions on the Template. Then, remove the Instructions from the Template progressively as you write your Report.
3. Rubric – read carefully the requirements here for D and HD Grades. See also the Marking Guide page 2 – which is a quick checklist of the key things you need to include to get the higher grade marks
4. Companion Document – this provides the key theory slides + shows you examples of the key items required in the Assignment; for example, Positioning Charts, recommended strategies at each stage in the Product Life Cycle, and so on.
5. Also on Canvas are the Lecture slides; Lectures 6 to 9 (Marketing Mix), Lecture 10 (Branding) and Lectures 11 & 12, which deal with the material you will need for your Conclusion; ethics, social responsibility and so on.
6. Also, go to Canvas > Modules > Student Manual. Here you will find all the information you need about getting data, writing Reports, Referencing, demonstrating your Application of Theory and much more - all the skills you need are here.
We know that you will be able to achieve a very high standard Assignment 4 if you follow this process, Best regards from the Teaching Team
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A 5-Minute film - The marketing Mix in Action;
https://monocle.com/film/edits/paris-retail-la-grande-epicerie/ (Links to an external site.)Links to an external site.
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Rubric
Assignment 4
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Assignment 4
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Criteria
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Ratings
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This criterion is linked to a learning outcomeExec Summary
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High Distinction
Comprehensive and concise summary of the report’s major purpose, the analytical processes, the findings and the recommendations.
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Distinction
Reasonably comprehensive and concise summary of the report’s major purpose, the analytical processes, the findings and the recommendations.
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Credit
Adequate summary of the report’s major purpose, analytical processes, findings and the Recommendations.
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Pass
Passable summary of the report’s major purpose, analytical processes, findings recommendations.
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No Pass
Not all elements included
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This criterion is linked to a learning outcomeIntroduction
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High Distinction
Authorisation included. You clearly stated the purpose of the report. You clearly indicated the scope of the report with sufficient detail. Limitations included. You clearly indicated the scope of the report with specific detail.
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Distinction
You clearly stated the purpose of the report. You clearly indicated the scope of the report with sufficient detail.
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Credit
You stated the purpose of the report. You indicated the scope of the report generally.
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Pass
You stated the purpose of the report, but not in a clear way. You indicated the scope of the report to some extent.
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No Pass
Purpose was missing or unclear. Scope unclear or absent.
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This criterion is linked to a learning outcomeTarget Segmnt
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High Distinction
Your strong, well-informed and justified Target segment selection demonstrates the application of your learnings from your Group’s Assignment 3 report. You justified your selection of Target Segment by showing further analysis of the data from your “Segment Attractiveness” Table. Your Report provides a clear, relevant and insightful explanation of why your selected Target segment is a good opportunity to grow sales. You explain which current and potential company strengths will be most important in developing sales to this segment.
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Distinction
Your Target segment selection is justified and demonstrates the application of your learnings from your Group’s Assignment 3 report. You justified your selection of Target Segment by showing further analysis of the data from your “Segment Attractiveness” Table. You provided a clear and relevant explanation of why your selected Target segment is a good opportunity to grow sales.
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Credit
Target segment selection justified and demonstrates evidence that you have applied learnings from Assign 3. Justified selection of Target Segment using the data from “Segment Attractiveness” Table. Clear explanation of why Target segment is a good opportunity to grow sales.
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Pass
Your Target segment selection is justified and demonstrates some evidence that you have applied learnings from your Group’s Assignment 3 report.
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No Pass
Did not meet criterion.
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This criterion is linked to a learning outcomeBrand Positn
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High Distinction
Demonstrates relevant literature, drawn from a range of sources. Identified key feature of your Brand and Sub-Brand and clearly and succinctly explains how it appeals to your target segment. Demonstrates originality, creativity and independent thought by offering a USP compared with the competitors. Justified USP using the relevant criteria, and included a Positioning Statement with all required elements. You included TWO Maps, with the USP on one axis on one Map. In addition to the USP, includes other highly-relevant positioning factors on the other axes. Shows all the Competitors from the Strategic Group to which your Brand and Sub-Brand belongs.
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Distinction
Brand Positioning demonstrates the use of relevant literature, drawn from a range of sources. Identified a key feature of your Brand and Sub-Brand and clearly & succinctly explains how it appeals to your target segment. Brand Positioning also demonstrates originality, creativity and independent thought by offering a USP compared with the competitors. Justified USP using the relevant criteria, and included a Positioning Statement with all required elements. You included TWO Maps, with the USP on one axis on one Map.
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Credit
Brand Positioning identifies a key feature of your Brand and Sub-brand. Explained how it appeals to target segment. Brand Positioning demonstrates some insight into how your Brand and Sub-Brand offers a USP compared w/competitors.
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Pass
Your Brand Positioning demonstrates you have identified a key feature of your Brand and Sub-Brand and have explained how it appeals to your target segment.
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No Pass
Did not meet criterion.
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This criterion is linked to a learning outcomeMarketing Mix
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High Distinction
To implement and communicate your Brand Positioning you have provided clear, internally-consistent, relevant and very comprehensive recommendations for each of the 4 P's. All points covered for Mix as per Credit and Distinction standards with all required details, explaining why this will effectively implement and communicate your Brand Positioning. Recommendations justified regarding Marketing Mix with reference o PLC, Diffusion of Innovation and Type of consumer product as per Distinction standard. You included the Summary Table. There is strong evidence of creativity and independent thought in your recommendations. These Marketing Mix recommendations are judged very likely to succeed in growing sales of the Brand and Sub-Brand.
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Distinction
You present data to justify your choice of stage in PLC. Diffusion of Innovations and Type as per Credit standard. All points covered for Mix as per Credit standard with all required details plus:- Product – clear linkage Conceptualization>Positioning. Place; clear linkage Type>Intensity>Structures> display & support. Promo; clear linkage IMC>Positioning. Price; strategy justified according to Intensity of Competition, and Impact of the electronic environment. All your recommendations regarding Marketing Mix are justified with reference to PLC, Diffusion of Innovation and Type of consumer product. You included the Summary Table. There is some evidence of creativity in your recommendations.
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Credit
You identify the stage on the PLC. Identify the consumers in terms of the Diffusion of Innovations. Classified your product according to Type of consumer product. Clear and internally-consistent recommendations for each of the 4 P's explaining why this will effectively implement and communicate your Brand Positioning. Product – the “three levels” conceptualization Place –appropriate for Type, distribution intensity, Channel structures, product display and support retailer. Promotion incl message, 3 promo tools, briefly described, explains why tools chosen. Price – recommend strategy; skim, penetrate, or status quo. Recommendations justified by logical argument. Summary Table included.
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Pass
To implement and communicate your Brand Positioning, you have provided recommendations for each of the 4 P's (product, place, price and promotion. The recommendations are justified.
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No Pass
Did not meet criterion.
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This criterion is linked to a learning outcomeConclusion
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High Distinction
Your Conclusion has succinctly, yet comprehensively summarised how your recommended Marketing Mix will implement and communicate your Brand Positioning. You have shown how your Marketing Mix is internally-consistent. Your Mix recommendations show creativity and independent thought. You have explained why these recommendations are both are ethical and socially responsible. Your Conclusion demonstrates a sophisticated analysis showing an insightful understanding of marketing strategy. You recommend a Compliance Program which will ensure that actions by the company will be monitored to ensure they are both ethical and socially responsible. You explain how performance will be measured using Triple Bottom Line Reporting.
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Distinction
Your Conclusion has comprehensively summarised how your recommended Marketing Mix will implement and communicate your Brand Positioning. You have shown how your Marketing Mix is internally-consistent. Your Mix recommendations show creativity and independent thought. You have explained why these recommendations are both are ethical and socially responsible. You recommend a Compliance Program which will ensure that actions by the company will be monitored to ensure they are both ethical and socially responsible. You explain how performance will be measured using Triple Bottom Line Reporting.
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Credit
Your Conclusion has summarised how your recommended Marketing Mix will implement and communicate your Brand Positioning. You have shown how your Marketing Mix is internally-consistent. Your Mix recommendations show creativity and independent thought. You have adequately explained why these recommendations are both are ethical and socially responsible
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Pass
Your Conclusion has adequately summarised how your Marketing Mix will implement and communicate your Brand Positioning. You have shown reasonably well how your Marketing Mix is internally-consistent. Your Mix recommendation shows some creativity and independent thought. Some mention of how your recommendation are both are ethical & socially responsible.
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No Pass
Did not meet criterion.
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This criterion is linked to a learning outcomePresentation
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High Distinction
The report is very well structured and cohesive and communicates ideas very effectively. Excellent attention to detail (grammar, spelling, expression). Does not exceed Max Word Limit
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Distinction
The report is well organised and communicates ideas well. High standard of attention to detail (grammar, spelling, expression).
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Credit
The report is well organised and communicates ideas reasonably well. Good standard of attention to detail (grammar, spelling, expression).
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Pass
The report is reasonably well organised. Acceptable standard of attention to detail (grammar, spelling, expression).
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No Pass
Did not meet criterion.
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This criterion is linked to a learning outcomeReferencing
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High Distinction
Correct referencing for Harvard style is evident throughout the whole report (both in-text referencing and references list). More than 10 References cited of which at least 2 are Academic and at least 7 are Business References.
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Distinction
Correct referencing for Harvard style is evident throughout most of the report (both in-text referencing and references list), with only minor corrections required. At least 2 Academic and at least 7 Business References cited.
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Credit
An attempt at referencing for Harvard style is evident throughout most of the report, (both in-text referencing and references list), with improvements required in consistency. At least 2 Academic and at least 7 Business References cited.
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Pass
Harvard style referencing is evident in parts of the report (both in- text referencing and references list); however, improvement in correct style and consistency is required.
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No Pass
Did not meet criterion.
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