Strategic Marketing

BCO 211

Strategic M arketing

Task brief & rubrics

Assignm ent 1

Task

In d

ivid u

al Task

C h

o o

se an o

rgan izatio

n o

r b ran

d o

f yo u

r ch o

ice an d

p erfo

rm a situ

atio n

an alysis.

Start b y id

en tifyin

g th e b

u sin

ess’ p o

sitio n

in g an

d o

b jectives (m

issio n

, visio n

, an d

valu es). Yo

u are th

en req

u ired

to u

se th e to

o ls an

d m

o d

els co vered

in th

is co

u rse to

p erfo

rm an

in -d

ep th

m arket an

alysis, m arke

tin g au

d it an

d co

m p

e titive

an alysis id

en tifyin

g th e key m

arket facto rs (5

-C ’s). Id

e n

tify th e

co m

p an

y o r

b ran

d s’ valu

e p

ro p

o sitio

n an

d th

e valu

e e

xch an

ge o

ccu rrin

g in th

e m

arke t, resu

ltin g in

th e o

p tim

al valu e p

ro p

o sitio

n . Evalu

ate th e valu

e p ro

p o

sitio n

as an

exp ressio

n o

f th e b

u sin

ess p o

sitio n

in g an

d o

b jectives.

N B: Yo

u r selectio

n o

f o rgan

isatio n

o r b

ran d

w ill b

e fo llo

w ed

th ro

u gh

in assign

m en

t 2 an

d 3

.

Yo u

r tab le o

f co n

ten ts sh

o u

ld in

clu d

e:

Title, execu tive su

m m

ary, b o

d y o

f w o

rk, su m

m ary, referen

ces.

Th e task sh

o u

ld b

e co m

p leted

as a p ro

fessio n

al rep o

rt an d

su b

m itted

(u p

lo ad

ed ) in

p d

f fo rm

at.

Form alities:

• W

o rd

co u

n t: 2

0 0

0

• C

o ver, Tab

le o f C

o n

ten ts, R

eferen ces an

d A

p p

en d

ix are exclu d

ed o

f th e to

tal w o

rd co

u n

t. •

Fo n

t: A rial 1

2 ,5

p ts.

• Text align

m en

t: Ju stified

. •

Th e in

-text R eferen

ces an d

th e B

ib lio

grap h

y m u

st b e in

H arvard

’s citatio n

style.

Subm ission: 1

7 O

cto b

er 2 0

2 1

b y 2

3 h

5 9

– V

ia M o

o d

le (Tu rn

itin ).

W eight: Th

is task is a 3 0

% o

f yo u

r to tal grad

e fo

r th is su

b je

ct. It asse

sse s th

e fo

llo w

in g le

arn in

g o u

tco m

e s:

• O

u tco

m e 1

: A p

p ly th

e an alytical fram

e w

o rks u

sed to

assess th e m

ajo r d

ecisio n

s facin g m

arketin g m

an agers as th

ey attem p

t to h

arm o

n ize o

rgan izatio

n al

go als an

d re

so u

rce s w

ith m

arke t n

e e

d s an

d o

p p

o rtu

n itie

s. •

O u

tco m

e 2 : U

n d

erstan d

th e p

lace o f th

e m arketin

g p lan

in th

e o verall b

u sin

ess p lan

an d

ap p

ly th e kn

o w

led ge o

n p

ractice.

Rubric

Exceptional 90-100

G ood 80-89

Fair 70-79 M

arginal fail 60-69 Know

ledge &

U nderstanding

(20% )

Stu d

en t d

em o

n strates

excellen t u

n d

erstan d

in g o

f key co

n ce

p ts an

d u

se s

vo cab

u lary in

an e

n tire

ly ap

p ro

p riate m

an n

er.

Stu d

en t d

em o

n strates

go o

d u

n d

e rstan

d in

g o f th

e

task an d

m en

tio n

s so m

e relevan

t co n

cep ts an

d

d em

o n

strates u se o

f th e

relevan t vo

cab u

lary.

Stu d

en t u

n d

erstan d

s th e

task an d

p ro

vid es m

in im

u m

th

eo ry an

d /o

r so m

e u se o

f vo

cab u

lary.

Stu d

en t u

n d

erstan d

s th e task

an d

attem p

ts to an

sw er th

e q

u estio

n b

u t d

o es n

o t

m en

tio n

key co n

cep ts o

r u ses

m in

im u

m am

o u

n t o

f relevan t

vo cab

u lary.

A pplication (30%

) Stu

d en

t ap p

lies fu lly

relevan t kn

o w

led ge fro

m

th e to

p ics d

elivered in

class.

Stu d

en t ap

p lies m

o stly

relevan t kn

o w

led ge fro

m

th e to

p ics d

elivered in

class.

Stu d

en t ap

p lies so

m e

relevan t kn

o w

led ge fro

m

th e to

p ics d

elivered in

class. M

isu n

d erstan

d in

g m

ay b e e

vid e

n t.

Stu d

en t ap

p lies little relevan

t kn

o w

led ge fro

m th

e to p

ics d

elivered in

class. M

isu n

d erstan

d s are evid

en t.

Critical Thinking (30%

) Stu

d en

t critically assesses in

excellen t w

ays, d raw

in g

o u

tstan d

in g co

n clu

sio n

s fro

m re

le van

t au th

o rs.

Stu d

en t critically assesses

in go

o d

w ays, d

raw in

g co

n clu

sio n

s fro m

relevan t

au th

o rs an

d referen

ces.

Stu d

en t p

ro vid

es so m

e in

sigh ts b

u t stays o

n th

e su

rface o f th

e to p

ic. R

e fe

re n

ce s m

ay n o

t b e

relevan

t.

Stu d

en t m

akes little o r n

o n

e critical th

in kin

g in sigh

ts, d o

es n

o t q

u o

te ap p

ro p

riate au

th o

rs, an d

d o

es n o

t p

ro vid

e valid so

u rces.

Com m

unication (20%

) Stu

d en

t co m

m u

n icates

th eir id

eas extrem ely

clearly an d

co n

cisely, resp

ectin g w

o rd

co u

n t,

gram m

ar an d

sp e

llch e

ck

Stu d

en t co

m m

u n

icates th

eir id eas clearly an

d

co n

cisely, resp ectin

g w o

rd

co u

n t, gram

m ar an

d

sp ellch

eck

Stu d

en t co

m m

u n

icates th

eir id eas w

ith so

m e

clarity an d

co n

cisio n

. It m

ay b e sligh

tly o ve

r o r

u n

d er th

e w o

rd co

u n

t lim it.

So m

e m issp

ellin g erro

rs m

ay b e e

vid e

n t.

Stu d

en t co

m m

u n

icates th eir

id eas in

a so m

ew h

at u n

clear an

d u

n co

n cise w

ay. D o

es n o

t reach

o r d

o es exceed

w

o rd

co u

n t e

xce ssive

ly an d

m

issp ellin

g erro rs are

evid en

t.