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MKT101A Assessment 1 Brief 20191111 Page 1 of 8

ASSESSMENT 2 BRIEF

Subject Code and Title MKT101A - Marketing Fundamentals

Assessment Marketing Report

Individual/Group Individual

Length 2000 words (+/- 10%)

Learning Outcomes Addressed a) Describe the marketing concept

b) Outline and apply the elements of the marketing

process.

c) Identify and explain the macro and micro

environmental factors impacting the marketing of a

business or industry.

d) Demonstrate an ability to incorporate new trends to

solve marketing problems and apply communication

skills.

Submission By 11:55pm AEST/AEDT Sunday of Module 5.1

Weighting 45%

Total Marks 100 marks

Context Following from the Assessment 1 brief you need to develop a marketing report for the same client. The focus of this marketing report is to review and analyse your client’s marketing strategies. This includes identifying a target market, creating a positioning statement as well as a marketing mix analysis. Then utilising the information gained from the Assessment 1 situational analysis, combined with applying the marketing principles you have learned in the subject, develop a concise outline of marketing strategy recommendations to assist your client in growing the business.

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Instructions: Develop a marketing report based on the following sections:

a. Cover Page including:

▪ Business name ▪ Student Identifier (name and number) ▪ Subject code and name ▪ Date of submission ▪ Facilitator name

b. Table of contents

c. Brief introduction

d. Target Market Profile. Develop a target market profile applying two (2) variables for

each of the following segmentation elements: demographic, geographic, psychographic and behavioural elements. Note: Your business may target more than one market and if so, focus on what you think is the largest target market.

e. Positioning Statement. Develop a positioning statement for the client highlighting the values and benefits offered by the brand to consumers. This may be derived from evaluating the client’s website and marketing communications in order to complete the “Moore positioning statement” (template below):

For: (target customers) Who must: (solve a specific problem or fulfil a need) Our product is a: (describe product or solution) That provides: (key breakthrough benefit which solves the problem and/or a reason to believe) Unlike: (reference direct competitors) Our product /solution offers: (describe the key point of competitive differentiation)

f. Analysis of the Current Marketing Mix. Analyse the variables that include

applications of:

i. Product strategy:

▪ Identification/suggestion of the three levels of product ▪ Product classification ▪ Identification/suggestion of the product portfolio (width, depth and lines)

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ii. Pricing strategies

▪ Application/suggestion of at least 2 (two) relevant pricing strategies that

may be used by the business and associated terminologies/concepts.

iii. Placement

▪ Identification/suggestion of at least 1 (one) marketing/distribution

channel strategy used and apply associated terminologies/concepts.

iv. Promotions

▪ Identification and description of at least 5 (five) promotional tools used

by the business including relevant application of associated

terminologies /concepts.

g. Recommendations. Identify at least 4 (four) marketing recommendations based on the situational analysis and applying key concepts and marketing principles covered in the modules. These recommendations should relate to any/or all of the elements of the marketing mix (Product, Price, Place, Promotion). You may also include discussion of the targeting, positioning and branding if changes are recommended.

h. References

▪ A minimum of 4 credible and reliable sources should be used in your research ▪ As this is a report, appropriate headings and sub-headings should be used in

your writing

▪ The reference list must be compiled using APA 6th ed.

▪ Please refer to the marking rubric at the end of this brief for grading details

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Submission guidelines

• This assessment must be compiled in report format.

• An executive summary is NOT required.

• Use suitable headings and subheadings for the information presented, and page numbers should appear on each page of the document – ideally in either the header or footer.

• All assessments are to be submitted to the learning portal. All work must be word- processed, spell-checked, grammatically acceptable, and professional in appearance.

• The assessment submission should include the Similarity Report from Turnitin.

• Assessments should not be written from a 1st person context, but rather from the 3rd person perspective. That is, “I, we, my, our” are not acceptable.

• All claims and recommendations are to be supported by suitable and relevant marketing and/or theoretical principles and their relevant references.

• The report should include a correctly constructed Reference List and accompanying in-text citations as per University guidelines (APA 6th ed. referencing style). Please see the Academic Skills page in the learning portal for information on referencing in APA 6th ed.

• The use of any combination of narrative, point form, diagrams, graphs or charts including presenting the information in table form is permitted – particularly if these devices reduce the wordiness and increase the "readability" of the submission

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Learning Rubrics - Assessment 2: Marketing Report

Assessment Attributes

Fail (Unacceptable) (0-49)

Pass (Functional)

(50-64)

Credit (Proficient)

(65-74)

Distinction (Advanced)

(75-84)

High Distinction (Exceptional)

(85-100)

Segmentation and Target market

Identified consumer buyer characteristics utilising demographics, geographic, psychographics and behavioural variables.

15%

Segmentation variables are unclear and demographic, geographic, psychographic and behavioural characteristics not identified Target market has not been identified

Some segmentation variables identified. Demographic, geographic, psychographic and behavioural segmentation variables included with some adjustments required. Target market profile has been identified for the business but is weak and lacks depth

An adequate number of segmentation variables identified. Good selection of demographic, geographic, psychographic and behavioural variables. An acceptable target market profile identified for the business.

Very good selection of demographic, geographic, psychographic and behavioural variables. Relevant and reliable sources used to support the identification of segment(s). Very good target market profile identified for the business.

Excellent selection of demographic, geographic, psychographic and behavioural variables. Relevant and reliable sources used to support the identification of segment(s). Excellent target market profile identified for the business.

Positioning Identification of a positioning statement.

15%

Positioning statement not clearly identified.

Positioning statement included some relevant values and benefits.

Good positioning statement including relevant values and benefits.

Very good positioning statement including relevant values and benefits.

Excellent positioning statement including relevant values and benefits.

Marketing Mix

Identified marketing mix variables including

Three levels of products not clearly identified. Product portfolio did not

Three levels of products identified with some improvements required. Product portfolio

Good identification and explanation of three levels of products. Good description of

Very good identification and explanation of three levels of products and the product portfolio.

Excellent identification and explanation of three levels of products and the product portfolio.

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relevant product, price, place and promotional strategies.

30%

provide enough information. Pricing strategies not clearly applied/ suggested. Lack of terminologies and concepts. Marketing/distribution channel strategy not correctly identified. Promotional strategies were not identified and/or did not provide relevant information and linkage with the target market. No or very weak referenced marketing concepts and terminologies used to support the discussion.

included basic information. Pricing strategies applied/suggested with adjustments required. Marketing/distribution channel strategy correctly identified. Promotional strategies basically identified/ suggested. Some relevant information and linkage with the target market provided. Lack of referenced marketing concepts and terminologies used to support the discussion.

product portfolio. Good application of pricing strategies. Marketing/distribution channel strategy correctly identified. Good promotional strategies identified/ suggested. Good level of details provided through research and clear linkage with the target market showed.

Good referencing of marketing concepts and terminologies used to support the discussion.

Very good description of product portfolio. Very good application of pricing strategies. Very good application of place / distribution strategies. Promotional strategies identified with a very good level of detail provided through good level of research and clear linkage with the target market showed. Very good referencing of marketing concepts and terminologies used to support the discussion.

Excellent description of product portfolio. Excellent application of pricing strategies. Excellent application of place /distribution strategies. Promotional strategies identified with excellent detail provided through robust research and referencing and clear linkage with the target market showed. Excellent referencing and engagement of marketing concepts and terminologies used to support the discussion.

Recommendations

30%

Recommendations not included and/or information is not relevant to client and/or target audience.

At least four (4) recommendations identified and included some level of information

At least four (4) recommendations identified. Good level of information provided to explain the recommendations

More than four (4) recommendations identified. Very good level of information provided to explain the recommendations.

More than four (4) recommendations identified. Sophisticated level of information provided to explain the

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Some relevance to client and/or target audience presented.

Clear and relevant information provided showing linkage with the client and/or target audience. Good support with application of marketing principles

Some examples provided. Very good information and research provided showing linkage with the client and/or target audience. Very good support of recommendations using application of marketing principles and references.

recommendations supported by excellent examples. Excellent information and high level of research provided showing linkage with the client and/or target audience. Excellent support of recommendations using sophisticated application of marketing principles and references.

Quality and accuracy of referencing and communication skills

10%

Less than 4 credible and research sources used.

Some mistakes with in- text citations and the reference list.

Information is difficult to understand for the audience.

No logical/clear structure and spelling and grammatical errors throughout.

At least 4 limited quality and credible research sources used.

Some mistakes with in- text citations and the reference list. Information is not always clear and logical to understand for the audience and lacks clear structure.

Some spelling and grammatical errors

At least 4 quality and credible research sources used.

Limited mistakes with in-text citations and the reference list. Information is mostly clear and logical to understand for the audience.

A clear structure and few spelling and grammatical errors

More than 4 high quality and credible research sources used.

Very few mistakes with in-text citations and the reference list. Information is clear and logical to understand for the audience and well supported by evidence.

Very minor spelling and grammatical

Excellent engagement of more than 4 wide variety of quality and credible research sources.

No mistakes with in-text citations and the reference list. Information is logical and persuasive. Relevant concepts and theories applied. Very strongly supported by evidence.

Free of spelling and

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No headings, subheadings, and other submission guidelines not followed.

throughout.

Limited headings, subheadings, and/or some submission guidelines require adjustments.

throughout.

Headings and subheadings and other assessment requirements are consistent with submission guidelines.

errors throughout.

Headings, subheadings and other submission guidelines are consistent with submission guidelines.

grammatical errors throughout.

Headings, subheadings and other submission guidelines are consistent with submission guidelines.