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MRKT20052

Term 1 2019

Assessment 2: Marketing Plan

Weight: 40%

Length: between 3000 and 4000 words

Week due: Week 10

Due date and time: 24th May (Friday) 11:45PM AEST

Assessment task:

Assessment 2 requires students to work in groups of up to three students on a selected product

from the pre-determined list below in order to prepare a comprehensive marketing plan. The

assumption is that the product will be introduced into the Australian market in 2019. This is a

group assessment and groups will be formed during week one classes. The marketing plan

should be between 3000 and 4000 words in length excluding the executive summary, table of

contents, tables, charts/graphs, the reference list and appendices. Your assessment should show

an application of relevant marketing concepts, theories, and analytic tools learnt in the unit.

Product Weblink

Archon https://www.indiegogo.com/projects/archon-the-invisible-wireless-charger--2#/

Nybble https://www.indiegogo.com/projects/nybble-world-s-cutest-open-source-robotic- kitten#/

Alfred https://www.indiegogo.com/projects/alfred-your-smart-home-touchscreen- deadbolt#/

MusicLens https://www.indiegogo.com/projects/musiclens-smart-glasses-you-want-to-use-everyday--2/coming_soon

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• Each student in the group is to research, prepare and present one of the following

sections of the marketing plan:

1. Situation analysis;

2. Target market identification including marketing objectives; and

3. Marketing mix strategy.

• Each student should have enough content to present for 2 minutes on their section

and should be prepared to answer any questions on their section. Each group will

have maximum of 6 minutes to present. It is up to each group to rehearse and manage

the time limit for the presentation.

• For on-campus students, your presentations will start in Week 10 and is expected that

all groups are ready to present in week 10.

• Distance students will present live via a Zoom session either during the day or in the

evening to be determined by the Unit Coordinator starting in week 10.

• For all students: if you are unable to attend a class/Zoom session and do not let your

lecturer/Unit Coordinator know in advance or do not have a doctor’s certificate or a

sufficient reason why you were not present, you will receive a zero mark for your

presentation.

You can use the example given on pages 69-73 on the textbook as a guide. However, it is highly

recommended to check other sources provided in unit’s Moodle page for examples of

marketing plans. The preparation for this assessment involves extensive research and each

group will need to start working on this assessment as early as possible. Both the marketing

plan and the associated PowerPoint slides will need to be uploaded in Moodle under the

“Assessment 2” submission link by the due date.

Any assessment with a ‘Turnitin’ score of more than 25% will be checked by the marker and

unit coordinator for potential plagiarism issues although it may not necessarily mean that you

have plagiarised. If there is a substantial similarity score in the ‘Turnitin’ report, your

assessment could be forwarded to an appropriate office/authority.

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Assessment criteria:

• Executive summary (5%)

• Introduction to the report (5%)

• Situation analysis (20%)

• Target market identification and marketing objectives (20%)

• Marketing mix strategy and implementation plan (40%)

• Mechanics (report format and writing style) (5%)

• Presentation (3%)

• Referencing format (2%)

See Moodle for the detailed marking rubric for assessment 2.

Penalties apply for exceeding word limit (a 1% mark deduction will be applied for every 100 words over the allowed 4000 words limit).

Penalties apply for late submission (a 5% mark deduction will be applied per day unless an approved extension has been granted).

Submission checklist for Assessment 2:

• Cover page with all group members’ names and IDs (use the cover page provided in

Moodle);

• A 1.5 line spacing and 12 size font in Times New Roman;

• Word length is between 3000 and 4000 words;

• The written analysis should be submitted in .doc or .docx format; and

• The PowerPoint presentation should be submitted in .ppt or .pptx format.

A suggested report format for assessment 2 is provided in the next page.

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Suggested report format for Assessment 2

1. Title page with all group member names and student IDs

 Use the cover page provided in Moodle

2. Executive Summary (maximum length is two pages)

 Should provide an effective executive summary of the main points of the marketing plan.

3. Table of Contents

4. Introduction

 Provide a succinct introduction to the report. What is the purpose of preparing this marketing report?

5. Situation Analysis

 Company analysis;

 PESTEL analysis;

 Competitive analysis;

 Customer analysis; and

 SWOT and TOWS analysis.

6. Problem Statement

 Clearly identify the problems the product will face when introduced in the Australian market in 2019. Is it lack of awareness, pricing, distribution or other problems?

7. Target Market Identification and Justification

 Identify the market segments that will be targeted. Why have you chosen these target markets?

8. Objectives (all objectives should be SMART)

 Marketing objectives; and

 Financial objectives.

9. Marketing Mix Strategy

 Product;

 Price;

 Distribution (place); and

 Promotion.

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10. Budget Allocation

 Your budget allocation should be reasonable. It should also link to the objectives and the marketing mix strategy.

11. Implementation and Campaign Evaluation

 A thorough and specific implementation plan should be clearly presented for each marketing mix strategy.

 The plan identifies who is responsible for implementing the strategy, when it should be implemented, measurement of effectiveness, and any other relevant information.

 The implementation needs to be specific enough so that the company/organisation has a blueprint for using the plan.

 In addition to specific effectiveness measures for each strategy, overall control measures for the marketing plan, and contingency actions should also be identified.

12. References

 Both the in-text citations and the reference list should follow the APA style.

13. Appendices (if any)

 Need to be clearly labelled; and

 Need to be referred to in the main body of the marketing plan.

Note that the word count will apply to sections 4 through to 11.