Toowoomba Chamber of Commerce Strategic Marketing plan(Assignment two)
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assessment_for_semester_3.pdf
Assessment 1
© University of Southern Queensland
MKT5000 Semester 3 2014 Assessment information
Assessment scheme
The assessment for this course is as follows:
Description Marks out of Wtg(%) Due date
Marketing Reflection* 50 10 Week 4* 8 December
Assignment 1 - Marketing audit 100 40 Week 8 5 January 2015
Assignment 2 - Strategic marketing
plan 100 50 Week 12
4 February 2015
* No extension possible for this assessment task.
Important Submission Notes:
1. The marketing reflection must be submitted in the workshop portal located
on the study desk. There are no extensions possible for this piece of
assessment. Students who are unable to meet this deadline will forfeit
these marks.
2. Assignments 1 and 2 MUST be submitted electronically via the EASE portal on the MKT5000 StudyDesk. No hard copies will be accepted.
3. Assignments1 and 2 are to be submitted using a Word format (2010 or earlier). Assignments submitted in a PDF format cannot be marked and
will be returned to students un-assessed. Assignments 1 & 2 are expected to
have a title page which includes your student name (as it appears on your
enrolment record), your student number, the course name and the
assessment task as prescribed in the Communications Skills Handbook.
4. Submission times and dates refer to Australian Eastern Standard Time (AEST).
5. Late submissions will incur a penalty of 5% per day unless a request for an extension has been granted prior to the due date. Please note the USQ
extension policy which states that..” assignment extensions can only be
granted only in cases of compassionate and compelling circumstances and
that suitable corroborating evidence must be supplied with the extension
request…” http://policy.usq.edu.au/documents.php?id=14749PL
Assignment guidelines
2 MKT5000 – Marketing management
© University of Southern Queensland
University academic regulations govern assignment handling, late submission penalties and academic misconduct. Academic misconduct policies can be found at http://www.usq.edu.au/glossary/acmisconduct.
Return of assignments
Assignments submitted by the due date will be marked and returned to you, together with appropriate feedback, normally within three weeks of those assignments being sent to a marker by the University.
Late submission of assignments
If you submit assignments after the due date without extenuating circumstances then a penalty of 5% of the assigned mark will apply for each working day late up to a maximum of ten working days at which time a mark of zero can be recorded for that assignment.
Assignments will be not be marked after marked assignments and/or feedback have been released.
Extension requests
If you require an extension you must apply for the extension prior to the due date. The application should normally be a written request to the leader of the course requesting the extension with appropriate supporting documentation.
In the case of an application for an extension for medical reasons, the documentation should include an original or certified copy of a USQ Medical Certificate, completed by your medical practitioner and this must include a statement from that medical practitioner stating:
1. the date the medical condition began or changed;
2. how the condition affected your ability to study; and
3. when it became apparent you could not submit the assignment by the due date.
In the case of an application for an extension for family/personal reasons, your documentation must include a statement from a medical practitioner, counsellor or independent member of the community stating:
1. The date your personal circumstances began or changed
2. How the circumstances affected your ability to submit the assignment by the due
date
3. When it became apparent that you could not submit the assignment by the due date.
In the case of an application for an extension for employment related reasons, the documentation must include a statement from your employer stating:
1. the date your employment began or the conditions of employment changed
2. how that prevented or will prevent you from submitting the assignment by the due
date.
Plagiarism
Assessment 3
© University of Southern Queensland
The term ‘plagiarism’ refers to the use, by paraphrase or direct quotation, of the published or unpublished work of another person without full and clear acknowledgement. To avoid plagiarism you must reference any work that you paraphrase (re-word) or quote directly.
Plagiarism is the action or attempt to take and use or present another person’s thoughts, writing, ideas or work as their own to gain or produce unfair advantage. A common example of plagiarism is knowingly using the whole or part of another work without appropriate citation. While it is recognised that scholarly work often involves reference to the ideas, data and conclusions of other scholars, intellectual honesty requires that such references be explicitly and clearly referenced.
Refer to Academic Regulation 5.10 in the University Calendar for plagiarism penalties. This is available online at http://www.usq.edu.au/plagiarism/infostud.
Harvard AGPS referencing
View the Communications Skills Handbook or the USQ library website for more information about how to correctly reference sources of information in your assignment work.
The USQ Library has referencing guides available at:
http://www.usq.edu.au/library/help/referencing
There are also Harvard interactive exercises to help you practice the Harvard AGPS
referencing style.
The Communication skills handbook also provides you with more details on these aspects of
your writing for academic purposes.
4 MKT5000 – Marketing management
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Marketing Reflection - Reflective writing and judgement
Description Marks out of Wtg(%) Due date
Marketing Reflection 50 10 8 December 2014*
*Important Note: No extensions are permitted for this assessment. If for any reason you are unable to
submit by this date you will forfeit the 10% for this assessment task.
Background
Reflective writing is the evidence of reflective thinking and reflective thinking is part of the
critical thinking process where people analyse, evaluate and make judgements from new
information and knowledge to ultimately arrive at an informed perspective. It is also known that
managers who make sound decisions based on fair and ethical judgement are seen by those they
manage as credible, effective and trustworthy. Managers are required to exercise sound
judgement in many of their daily tasks and yet few have had the opportunity to understand the
process of developing good judgement skills.
The practice of reflective and constructive judgement will be introduced in this first assessment
task through the concept of peer review. In this assessment you will be asked to read and
critique the work of two other students against the marking rubric and your feedback and
judgement will also be evaluated.
There are a number of sources of information to assist you in this task provided in the glossary
for this assessment task found on the study desk.
The Task
The Toowoomba Chamber of Commerce would like to increase its membership base and has
asked the Marketing class at USQ to assist it in this endeavour. The best assignments from this
semester will be provided to the chamber to incorporate into their marketing plans for 2015.
To commence this assessment task, you have been asked to write a short 500 – 700 word
commentary for the board of the Chamber explaining what the value proposition is for their
product (membership). You need to explain yourself in such a way that the board members,
who may have never heard of the concept, would understand why an understanding of the value
proposition is a critical first step in effective marketing and what potential challenges it may
pose for them. Your commentary can take any form that would be acceptable to this audience.
Additional Resources
Find here some additional resources for your assignment. The first is the current
strategic plan for the Chamber, the second file is a 2012 member survey and the third
file is an Excel file with the member survey data for you to analyse. You will also find
in the glossary the current survey being conducted with members and non members
(2014) and shortly you will be provided with the data file from this survey as well for
your analysis. Please also watch the video with the CEO and President of the Chamber
found on the course study desk.
Assessment 5
© University of Southern Queensland
File 1 - Strategic Plan - http://usqstudydesk.usq.edu.au/m2/mod/resource/view.php?id=299085
File 2 - Member Survey - http://usqstudydesk.usq.edu.au/m2/mod/resource/view.php?id=299086
File 3 - Survey data -
http://usqstudydesk.usq.edu.au/m2/pluginfile.php/437012/mod_folder/content/0/Survey%20
Responses.xlsx?forcedownload=1
Submission Instructions
1. You are required to write this assessment task in a style appropriate for the board of the chamber of commerce. The exact format is entirely up to you and you can be as creative
as you wish as long as the work is in a word file. You will require a list of references
for any material that you cite in your work.
2. For this assessment task you ARE NOT TO SUBMIT USING EASE.
Rather you will find a “Workshop” icon on study desk located just after module
3. This is where you submit your work and where you will find all the information to
complete this assessment. Just click on the icon and follow the instructions.
3. You should have no self-identifying information on your submission. This means: a. NO headers, footers with your name or student number. b. DO NOT attach a cover sheet or any other information that has your student
name and number on it. We will know who you are through the submission
process.
c. DO NOT submit a PDF file.
4. You will then upload your submission into the workshop tool on the study desk by the due date – Midnight 8 December (EST).
5. Do not request an extension for this assignment. If you are for any reason not able to meet the submission date you will forfeit this 10% mark. You can still submit
assignments 1 and 2.
6. After midday on Tuesday 9 December you can click back on the workshop icon to access your 2 student submissions ready for your grading. You will not know who these
students are. It is your responsibility to make sure you access the workshop tool and to
grade your 2 assignments prior to the deadline of Monday 15 December.
7. Assessments can be resubmitted up until the closing date and time. This means that if you wish to alter, amend or change your submitted work prior to the due date you have
this option within the workshop tool.
8. You will have 7 days to read and make assessment on the two assessments you will be allocated. Instructions for how to do this are provided in the tool itself when you login.
It is essential that you meet this deadline in fairness to your fellow students.
9. The deadline for your graded submissions is midnight 15 December 2014.
10. Students who fail to submit their peer review by the due date will forfeit the 10 marks allocated to the peer review for this assessment (see the grading rubric for
more information). 11. Once the grading process has been completed you will be able to see your own
assignment and the feedback from two other students within the Workshop tool. Simply
click on the tool to view this. Your grade will then also be available in gradebook.
12. This task accounts for 10% of your total grade for the course. You will receive a grade for your reflection which will be an average of the marks provided by your peer
assessors (a mark out of 40), plus you will also be graded on your judgement of the two
students you reviewed and the quality of your feedback (a mark out of 10). This will
6 MKT5000 – Marketing management
© University of Southern Queensland
give you a total mark out of 50 which will be converted to a grade out of 10 for your
results.
13. If you feel that your work has been unfairly judged, you can email the course team to inspect the case and make a final decision on your grade and possibly also alter the
grade of your reviewers if it is found that they have been negligent and/or unfair in their
evaluation.
Assessment 7
The grading rubric
This will be the rubric against which your marketing reflection will be graded and it is included in the WORKSHOP tool. You are required to consider the work
presented to you based on the task and the information provided and to click the button that corresponds best to the description that describes the work you are
reviewing. A grade will automatically be allocated to this work. You are then required to make a final constructive summary comment for the student. Below the required standard
0% - 49%
Meets the required standard
50% - 64%
Exceeds the required
standard
65 - 84%
Far exceeds the required
standard
>85%
Content – 20 marks
Did the student accurately provide sufficient
information that the chamber of commerce board
could clearly understand their thoughts about the
value proposition for chamber membership?
Did the student support their position with
appropriate theory?
Award this grade if the student
failed to discuss the value
proposition of the Toowoomba
Chamber of Commerce in any
meaningful way.
Award this grade if the student
discussed the value proposition
of membership of the
Toowoomba Chamber of
Commerce but was only
cursory, or vague or general in
the discussion and where a
business would be undecided
about the value and
effectiveness of taking on a
membership.
Award this grade if the student
discussed the value proposition
of membership of the
Toowoomba Chamber of
Commerce in a manner that
was confident, clear and
informative and provided a
sound rationale for a business
to consider taking on a
membership.
Award this grade if the student
discussed the value proposition
of membership of the
Toowoomba Chamber of
Commerce in a way that was
persuasive, informative and
creative such that a business
would understand and want to
take on a membership.
Format and Evaluation – 20 marks
Is the submission written in a manner that is
technically proficient adhering to the tenents of
grammar, ethical writing and logical flow? Is the
submission presented in a word format, is it easy
to read and would it persuade a business owner or
manager to consider membership of the chamber.
Is the work is of an appropriate length and does it
meet the requirements of the assessment task.
Award this grade if the student
failed to observe the tenents of
ethical and technical writing.
This work will have many
grammatical and expression
errors, will be difficult to read
and understand and may be
submitted in an incorrect
format and/or be excessively
long or short.
Award this grade if the work
mostly meets most of the
tenents of ethical and technical
writing but perhaps exceeds the
word limit by more than 10%
or has some issues in terms of
its logical flow and English
expression.
Award this grade if the work
meets all the tenents of ethical
and technical writing, is within
acceptable word limit and
follows the required format.
This work may have some
issues in relation to the clarity
of expression and possibly
have sections or parts that are
hard to understand or follow.
It may use language that is not
appropriate for a business
owner or manager.
Award this grade if the work
meets all the tenents of ethical
and technical writing, is
pitched appropriately in terms
of language and layout, meets
the work and format
requirements and is clear and
concise.
Final Comment: Provide an overall comment here with constructive feedback for the author on how they can be more successful in future submissions. You may also comment on the
student’s English expression and grammar if you feel this impacts the ability to read and understand the work submitted – remember to be constructive and considerate of the other
student’s feelings.
8 MKT5000 – Marketing management
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Assignments 1 and 2 overview
This semester the Toowoomba Chamber of Commerce has asked us for some
marketing advice to expand their membership. You have been tasked with
developing a marketing plan for them to achieve this goal. The marketing planning
process has been divided into two components: Assignment 1 and Assignment 2.
Even though the two components are linked you are required to submit them
separately and you will be graded on each component separately. Assignment1 will
essentially provide the background information and analysis that will be then used
to develop your plan and recommendations in assignment 2. You do not necessarily
need the feedback from assignment 1 to complete assignment 2 but it will help.
In addition to your prescribed text, you will find many useful texts in the library and
additional readings in the glossaries provided on the study desk. You should
supplement your work and your reading with other sources of information and not
just use your text as a reference source.
Assignment 1 requires you to conduct some research and prepare a marketing audit,
highlighting the strengths and weaknesses of the organisation and its product
offering, identification of a potential target market/s and a competitor analysis. In
assignment 2 you are then required to develop a marketing plan designed to achieve
the goal of increased membership for one specific target market from the analysis
conducted in assignment1.
Assessment 9
© University of Southern Queensland
Assignment 1 detail
Description Marks out of Wtg(%) Due date
Marketing audit (modules 1–5) 100 40 Week 8 5 January 2015
Length: 2500 words maximum
Before you can develop your marketing plan and recommendations you need to
know more about the product offering, possible competitors, market opportunities
and other environmental factors that are likely to impact your strategy and
implementation plan. This review and analysis is known as a Marketing Audit. In
assignment 1 you are required to conduct a Marketing Audit that includes an analysis
of the internal and external factors that will be relevant to the development of a
marketing strategy for the Toowoomba Chamber of Commerce (2500 words
maximum – excluding references, refer to the Communications Skills Handbook for
more information about what is and what is not included in a word count).
Section 1 – Organisational Overview
A marketing audit should always commence with an overview of the company, its
vision, mission and brand value. In this case the company is the Toowoomba Chamber of
Commerce and information is provided later in this document for your analysis about the
organisation. Please also watch the short video interview with Ms Helen Jentz – the CEO.
Section 2 – Environmental Scan
In reviewing the organisation you are studying it is also important to consider and review
the organisation in terms of its internal strengths and weaknesses and the external
opportunities and threats it faces. SWOT, TOWS and PEST analyses are good tools
to assist this stage of your analysis as are environmental scans and it is recommended
that you use these. You may also use any other additional analysis to provide you with
the information for your audit. Next you would consider the market in which the firm
operates in terms of both competitors and customers.
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Section 3 – Customer, Competitor and Stakeholder analysis
1. A Target Market Analysis - Who are the target markets for membership of the
chamber? There are a number of possible target markets which you will
deduce from the information provided, whilst you need to list them all in this
part of your audit and to analyse their priority and relevant merits, for your
marketing plan (assignment 2) and for your customer analysis (the next step)
you are only required to focus on one target market.
2. A Customer Analysis - Once you have selected and justified the target market
you wish to focus on, outline any demographic and/or behavioural
characteristics of this segment. You would need to comment on:
i. the relative size of the segment;
ii. potential market share and opportunities for growth and development;
iii. any information relating to a psychographic profile (how this segment
spends its time, money and attitudes);
iv. any other information including their likely purchase behaviour and
motivations for membership and what the product offering would be for
this segment (what are they buying and why); and
v. include the information you provided in your marketing reflection about
the relevant value proposition for membership of the chamber for this
segment.
3. A Competitor Analysis - Given how you have defined the product offering
and value proposition for your chosen target audience in terms of its
benefits or features, this section would focus on how membership of the
Chamber compares to alternative purchase choices? This would include an
analysis of the products/services/substitutions that are likely to be competition
for this product offering in this market segment. How are competitors likely
to react to an increase in marketing activity to attract new members in this
segment?
4. A Stakeholder Analysis – You need to consider any other stakeholders who
might have an interest in or be able to impact the marketing of this product
offering in this segment.
Section 4 – Conclusions and Recommendations
Once you have completed these steps you are then required to summarise the main
points and salient elements of this analysis to a concise statement of the overall
Assessment 1 1
© University of Southern Queensland
strategic approach you will be recommending for your marketing and implementation
plan (which is assignment 2).
You need to defend your final decisions using both theory and practice references
and the content and learning activities presented in modules 1–5 will support this
assessment task. You should try to have a good list of references showing where you
have found your information and it is important to cite all work and websites you
have visited. Check with a USQ reference librarian if you are having trouble finding
appropriate information.
Guidelines on writing reports are provided in chapter 3 of the 4th edition of
the Communication skills handbook which is a set text for this course. Your
report should comprise:
1. An executive summary and introduction (approximately 200 words);
2. A body that includes all the analysis of business, current marketing and internal
firm environments, customer analysis, external environments, competitor
analysis and any other analysis. (Approximately 2000 words); and
3. A conclusion. This includes the statement of issues you have found, the gaps
identified, overall strategic approach and future recommendations.
(Approximately 200 - 300 words).
The report should present logical, sequential and persuasive arguments, justified or
supported by secondary sources of evidence. The purpose of your audit is not to
simply reword or describe the Chamber or to provide direct quotes from the
literature, but to offer a thorough understanding of the marketing issues, challenges
and opportunities facing the Chamber in their goal of growing the Chamber’s
membership base. Assignment 2 will then outline the proposed marketing plan to
take the next step forward to market
You will be assessed on:
1. Ability to locate, assess and research material related to current marketing
planning process and environmental scanning requirements. You will need to use
logic and read widely to identify issues and leads to where you should research
for this firm. These are important skills for a marketer to develop;
2. Ability to demonstrate an understanding of the current marketing planning
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MKT5000 – Marketing management
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process and environmental scanning requirements;
3. Ability to identify and assess relevant theoretical and management issues
in the environmental scan and audit (PEST, SWOT, PESTL, TOWS,
customer, competitor and stakeholder analysis);
4. Presentation of a logical arguments and gap analysis – where are the
opportunities for growth;
5. Ability to justify your position with use of supporting references; and
6. Communication style, including correct spelling, grammar and
referencing. Your report should be in Times New Roman 12 point with
one and a half line spacing.
Assessment 13
Marking criteria for assignment 1 MKT5000
Criteria
Does not meet minimum
standards for submission.
0 – 9 marks
Passing Standard.
10 - 13 marks
Exceeds Minimum
Expectations.
14 – 16 marks
High Achievement standard.
17 – 20 marks
Learning objective 2
– Professional
Communication and
academic literacy
Total mark
/20
Students who are awarded a mark in
this section have done one or more of
the following:
Failed to correctly cite relevant sources of information to support
their conclusions and discussions
Failed to use correct Harvard AGPS referencing style.
Failed to submit the assessment in the required report format and/or
grammatical and spelling errors.
Have failed to use the required analysis tools (SWOT, TOWS,
PEST/PESTL, customer,
stakeholder analysis, competitor
analysis) and/or have provided only
cursory analysis with limited
understanding of the tools used and
the context of the analysis.
Failed to provide a report that shows logical presentation of
information and synthesis of
material is shallow and superficial
in its analysis of information and
largely lacks coherence for
conclusions.
Students who are awarded a mark
in this section have done one or
more of the following:
Generally cited relevant sources of information to
support their conclusions and
discussions using the correct
Harvard AGPS referencing
style and in report format.
Many analysis tools (SWOT, TOWS, PEST/PESTL,
customer, stakeholder analysis,
competitor analysis) used – not
all, but largely failed to
conduct a deep and meaningful
analysis with limited
understanding of the tools
used.
Have provided a report that shows some attempt to provide
a logical presentation of
information and synthesis of
material. Analysis is
somewhat superficial and there
are some problems in terms of
the coherence of discussion
and conclusions.
Students who are awarded a mark
in this section have done one or
more of the following:
Consistently cited relevant sources of information to
support conclusions and
discussions using Harvard
AGPS referencing style and in
the required report format.
Have consistently utilised the appropriate analysis tools and
have conducted a deep and
meaningful analysis which
shows a good understanding of
the tools used and context for
the analysis.
Report shows logical presentation of information
and synthesis of material,
demonstrating a sound
understanding of the analysis
of information and a coherence
of discussion and conclusions.
Students who are awarded a mark in
this section have done one or more of
the following:
Provided exemplary referenced support for their work correctly
cited using Harvard AGPS
referencing style and in the
required report format.
Have utilised the required analysis tools and have included
information and/or analysis that
exceeds the requirements for this
assessment task.
Have conducted a detailed and thorough analysis of the
information using referenced
evidence and other sources to
demonstrate a deep
understanding of the tools used
and have presented a synthesis
and analysis of material that
shows considerable coherence
and depth of discussion and
conclusions.
14 MKT5000 – Marketing management
Criteria
Does not meet minimum
standards for submission.
0 – 19 marks
Passing Standard.
20 - 26 marks
Exceeds Minimum
Expectations. (distinction)
27 – 33 marks
High Achievement standard.
(high distinction)
34 – 40 marks
Learning objective 1
– problem solving
and analysis
Audit has shown
understanding of the
internal and external
factors relevant to
the Chamber that
will impact the
development of a
marketing strategy
Total Mark
/40
Students who are awarded a mark in
this section have done one or more of
the following:
Discussion of key points and themes has failed to demonstrate a
clear understanding of theory and
the characteristics of the target
market chosen.
The marketing issues (either internal or external or both)
relevant to the product and the
company have not been adequately
identified and included in the
analysis.
The tools for analysis have not been correctly used and the results
have been incorporated into the
conclusions in a manner that shows
logical integration of theory and
other sources of information.
Students who are awarded a mark
in this section have done one or
more of the following:
The discussion of key points and themes which has
demonstrated an adequate
understanding of theory and
the characteristics of the
product. More detailed and
deeper analysis would have
resulted in a better score for
these criteria.
The marketing issues relevant to the product and the
company have been adequately
identified and included in the
analysis
The tools for analysis have been correctly used and whilst
the results have been
incorporated into the
conclusions there are some
inconsistencies with the
integration of theory and other
sources of information.
Students who are awarded a mark
in this section have done one or
more of the following:
The discussion of key points and themes has demonstrated a
solid understanding of theory
and the characteristics of the
product.
Analysis was clear and well- constructed although there
were some questions and
inconsistencies.
The marketing issues relevant to the product and the
company have been clearly
identified and included in the
analysis.
The tools for analysis have been correctly used and the
results have been incorporated
into the conclusions.
There are some inconsistencies with the integration of theory
and other sources of
information and further
information and analysis
would have improved the
work.
Students who are awarded a mark in
this section have done one or more of
the following:
The discussion of key points and themes which has demonstrated
a superior understanding of
theory and the characteristics of
the product.
Analysis was detailed and included appropriate additional
sources of information.
The marketing issues relevant to the product and the company
have been clearly and thoroughly
identified and included in the
analysis.
The tools for analysis have been correctly used and the results
have been incorporated into the
conclusions.
There are no inconsistencies with the integration of theory and
other sources of information.
Assessment 15
Criteria
Does not meet minimum
standards for submission.
0 – 19 marks
Passing Standard.
20 - 26 marks
Exceeds Minimum
Expectations.
27 - 33 marks
High Achievement standard.
34 - 40 marks
Learning objective 3
– understanding of
environmental and
contextual issues in
marketing and
creative presentation
of conclusions
Total Mark
/40.
Students who are awarded a mark in
this section have done one or more of
the following:
Incorrectly identified or failed to identify the key issues relevant for
the product and target market of
their choice.
The assignment lacks a demonstrated understanding of
marketing strategy.
There is an inadequate analysis and consideration of competitors and
market opportunities
Conclusions do not link logically to the discussion and analysis
Students who are awarded a mark
in this section have done one or
more of the following:
The key issues relevant for the product and market chosen
have generally been identified
in the report.
The proposal shows a superficial understanding of
marketing strategy
The analysis and consideration of competitors and market
opportunities is adequate but
would benefit from a greater
understanding of theory and
work collecting data.
Conclusions link logically to the discussion and analysis but
are somewhat superficial in
nature.
Students who are awarded a mark
in this section have done one or
more of the following:
The key issues relevant for the product and market chosen
have been clearly identified in
the report.
The proposal shows a sound understanding of marketing
strategy
The analysis and consideration of competitors and market
opportunities is sound but
would benefit from a more
incorporation of theory and
other data.
Conclusions link logically to the discussion and analysis.
Students who are awarded a mark in
this section have done one or more of
the following:
The key issues relevant for the product and market chosen have
been clearly and thoroughly
identified in the report.
The proposal shows a detailed and well-reasoned understanding
of marketing strategy
The analysis and consideration of competitors and market
opportunities is thorough and
demonstrates a detailed
understanding of theory and data.
Conclusions link logically and consistently to the discussion and
analysis and show a solid
understanding of the material
covered.
Final mark /100
Final Comments:
© University of Southern Queensland
16 MKT5000 – Marketing management
Assignment 2 – the strategic marketing plan
Description Marks out of Wtg(%) Due date
Strategic marketing plan
(modules 6–12) 100 50 Week 12
4 February 2015
Maximum word count 3,000 words
This assignment leads on from assignment 1. Essentially you are required to establish
a marketing plan to increase the membership of the Chamber of Commerce for the
target market you have focused on and given the situational analysis you have
conducted in assignment 1.
This assignment should commence with an overall summary (about one page) of the
context that you established in assignment 1. This will allow the marker to come up to
speed on your analysis and thinking as the baseline for your recommendations in this
assignment. You DO NOT need to include the full assignment 1 here but you may wish
to replicate some of the analysis tables in appendices to this assignment if they are
relevant.
This assignment should then commence with a specific statement of the marketing
objective/s you are going to plan for based on the context you have set from
assignment one. You will then show how each of the marketing mix elements will
contribute to the achievement of this objective/s in your plan. Each of the elements of
the marketing mix are to be considered (product, place, price and promotion) and for
each you will need to discuss the strategy you will adopt (with appropriate
justification from theory and other sources), and the tactics you would recommend.
Finally, you will conclude with consideration of a timeline for this plan indicating the
ordering of your tactical elements which will result in the achievement of the overall
objectives of the plan. You also need to present a contingency plan which would
consider any threats or potential reactions from competitors that you identified in
assignment one as potentially having a negative impact on your plan and how you
would propose these be dealt with if and when they arise.
© University of Southern Queensland
Assessment 17
In writing your objectives be specific and avoid generic terms such as “increase,”
“decrease,” implement as soon as possible”, and other non-specific and non-analytical
language. Be sure to attach all pertinent documents to your report such as any relevant
tables and analysis from assignment one, to support your recommendations. Before
submitting your document, ask yourself the question, “Does this contain all of the
information that would be needed for someone else to make a decision in my favour
and adopt the recommendations I have made?” If not, revise your work.
Your report needs to include the following:
● An overview or summary of assignment one – no longer than one page (this is
not included in word count), the summary should briefly describe the target
market you selected and the summary of the issues identified in assignment one
about the product offering, the target market’s decision making process and any
other psychological factors that are relevant, competitor analysis and the overall
marketing strategy you suggested be adopted in the development of the
marketing plan.
● Include any relevant tables and analysis you conducted in assignment one as
evidence to support your recommendations here in assignment two. These can be
included either as appendices to the assignment or they can be incorporated into
the body of assignment two as you deem relevant. Regardless of which approach
you take, it is important that it is clear that these are the tables and analysis from
assignment one.
● The marketing plan then needs to begin with a statement of the specific marketing
objective/s for your target market. Make these objectives realistic, achievable and
measurable (SMART objectives). Your objectives should align with the context
established in assignment one and consider and be directed to the target market, in the
location you have identified in that assignment.
● The marketing objectives for this campaign will then need to be translated into
specific strategies and tactics for each element of the marketing mix (the 4 Ps).
Whilst you need to be reasonably specific here remember you are constrained by a
word limit and we are really looking for evidence that you have considered each
of the elements and that you know how and why each suggestion fits with your
overall objectives and goals for this campaign and how the elements fit with and
complement each other (justification is essential and use the analysis you
© University of Southern Queensland
18 MKT5000 – Marketing management
conducted in assignment 1). You need to provide enough detail to ensure we can
see your thinking. Use tables here to assist with the word count (tables are not
counted in the word count).
● Next consider the order or sequencing of activities with a marketing timeline
related to your marketing tactics (i.e. what needs to occur first etc.).
● After you have developed your plan you then need to consider marketing
contingencies, or what are the risky parts of your plan and are there any actions
that need to be considered or prepared to counter these if they were to occur.
● Finally, provide an overall conclusion for your work (about 1 para) that brings it
all together and re-enforces your case for this plan.
Assessment 19
Marking criteria for assignment 2 - MKT5000
Criteria
Does not meet minimum
standards for submission (fail).
0 - 4 marks
Student’s work shows one or
more of the following:
Passing Standard (pass).
5 - 6 marks
Student’s work shows one
or more of the following:
Exceeds Minimum
Expectations (credit)
7 - 8 marks
Student’s work shows one
or more of the following:
High Achievement standard
(distinction).
9 - 10 marks
Student’s work shows one or
more of the following:
Learning objective 2
– Professional
communication and
structure
Total mark
/10
Failed to submit the assessment in the required report format.
Many grammatical and/or spelling errors.
Have failed to provide information in a logical manner and sequence.
Failed to provide information from assignment one as evidence for this
assignment to support
recommendations.
Not all requirement elements of the assignment have been included.
Assignment format correct and most marketing plan elements
accounted for (some may be
more comprehensive than
others).
Logical presentation of information.
Appropriate elements of Assignment one included.
All required elements of the assignment included although
some not in sufficient detail.
Assignment format correct and almost all elements of the
marketing plan have been
addressed in sufficient detail.
Appropriate components of assignment one have been
included and support most of
the recommendations.
Report shows logical presentation of information
and synthesis of material and
recommendations are a sound.
Assignment format is correct and all elements of the marketing
plan have been addressed in
sufficient detail with all elements
present and well integrated with
relevant information from
assignment one.
Report shows logical presentation of information and
synthesis of material and
recommendations are creative
and well supported.
Learning Objective 3
- Information
literacy and
academic integrity
/10
Limited or no application of marketing theory and practice and
no evidence of ability to source and
integrate information and theory.
Discussion of key strategies largely missing and the report fails to
demonstrate a clear understanding
of theory and the characteristics of
the product and market chosen.
Failed to correctly cite using Harvard AGPS to support their
conclusions and discussions.
Discussion of key strategies adequately supported by theory
and related to the
characteristics of the
product/market chosen.
Generally cited relevant sources of information to
support conclusions.
Correct Harvard AGPS referencing style adopted.
Discussion of key strategies well supported by theory and
related to the characteristics of
the product/market chosen.
Consistently cited relevant sources of information to
support conclusions and
discussions using Harvard
AGPS referencing style and in
the required format.
Discussion of key strategies excellently supported by theory
and closely related to the
characteristics of the
product/market chosen.
Provided exemplary referenced support for their work correctly
cited using Harvard AGPS in the
required format.
All strategies are appropriately contextualised and well
supported with theory and other
evidence.
20 MKT5000 – Marketing management
Criteria
Does not meet minimum
standards for submission (fail)
0 – 19 marks
Student’s work shows one or
more of the following:
Passing Standard (pass)
20 – 26 marks
Student’s work shows one
or more of the following:
Exceeds Minimum
Expectations (credit).
27– 33 marks
Student’s work shows one
or more of the following:
High Achievement standard
(distinction).
34 – 40 marks
Student’s work shows one or
more of the following:
Learning objective 1
–critical thinking and
analysis skills
/40
Goals, tactics and contingencies are not integrated, or not evident.
Little or no evidence of analysis of data and information used to
support recommendations.
No logical argument and presentation of findings,
conclusions and recommendations.
Synthesis of theory and other evidence is shallow and superficial
and/or is not related to the
marketing plan for the
product/market.
Goals, tactics and contingencies are evident
though integration could be
better and some
recommendations supported.
Argument and presentation of findings, conclusions and
recommendations shows
logical progression and
adequate application of
problem solving skills.
Acceptable analysis and integration of data and some
attempt at integration of theory
Goals, tactics and contingencies are evident and
integration is sound and all
recommendations supported.
Argument and presentation of findings, conclusions and
recommendations shows
logical progression and a
sound application of problem
solving skills.
Good evidence of analysis of data collected to support
recommendations.
Goals, tactics and contingencies are evident, well integrated and
all recommendations are well
supported.
Argument and presentation of findings, conclusions and
recommendations shows logical
progression and an excellent
application of problem solving
skills and analysis.
Deep and meaningful analysis which shows a good integration
of theory, data from assignment
one and appropriately
contextualised.
Assessment 21
Criteria
Does not meet minimum
standards for submission (fail)
0 – 19 marks
Student’s work shows one or
more of the following:
Passing Standard (pass)
20 – 26 marks
Student’s work shows one
or more of the following:
Exceeds Minimum
Expectations (credit).
27 – 33 marks
Student’s work shows one
or more of the following:
High Achievement standard
(distinction).
34 – 40 marks
Student’s work shows one or
more of the following:
Learning Objective 1
- Problem solving
and creative
solutions
/40
Limited or no evidence of problem solving skills in the
recommendations
Marketing strategies have not been adequately identified and included
in the analysis.
The plan lacks any creativity and originality, is generally vague and
has insufficient detail in the
strategies.
May not have provided contingency plans or timelines.
The plan shows elements of creativity and originality but
needs to be more specific and
detailed in some areas and
some application of marketing
theory is shown.
Marketing strategies relevant to the product and the
company, are adequately
identified and
included in the analysis.
Recommendations could be more specific & better
supported with evidence.
Contingency plans and/or timelines not well developed.
The plan shows creativity and originality though questions
raised in some areas and good
application of marketing
theory and practice.
Marketing strategies relevant to the product and the
company have been generally
identified and included in the
analysis.
Contingency plans attempted and a time-line provided,
though maybe a little generic.
The plan shows creativity and originality and excellent
application of marketing theory
and practice.
Marketing strategies relevant to the product and the company
have been clearly identified and
included in the analysis.
Recommendations are sound with good support and
contingency plans and time-lines
provided and well developed.
Final mark /100
Final Comments:
