Code : MRKT20052
Subject : Marketing Management and Digital Communications Assignment
Assessment 1: Presentation
This assessment task requires you to conduct a situational analysis that consists of a comprehensive external and internal analysis for a new product or service from the pre-determined list (see below). This assessment sets the foundations for assessment 2. You are required to prepare a 5 minute PowerPoint presentation that includes a maximum of 10 slides (including title and reference slides). Your presentation should at least show an application of all marketing concepts, theories, tools and models discussed in the unit until week 5 to that new product.
Assessments 1 and 2 are related and you will be required to develop a marketing plan for the same product or service in Assessment 2. Assessment 1 is in fact the first part of writing up a marketing plan and Assessment 2 is the second part. You can use the example given on pages 69-73 on the textbook as a guide. However, it is highly recommended that you check other sources for examples of marketing plans. There will be additional information provided in unit’s Moodle page. The preparation for this presentation involves extensive research and you will need to start working on this assessment as early as possible. The PowerPoint slides will need to be uploaded in Moodle under the “Assessment 1” submission link as a .ppt or .pptx file. A font size of at least 20 should be used for the body of the text.
Title slide (1 mark): includes students’ names, ID numbers, unit code and unit name, campus, term and year, the title of the assessment task, and names of the unit coordinator or lecturer/tutor.
Background information of the company and product/service (3 marks): includes aims of the assessment, background information of the company and the product or service chosen. Consider conducting an organisation analysis (what does it stand for?) within its industry.
Situation analysis (5 marks): includes a description of the potential customers (i.e. market size, buying behaviour, etc.), analysis of the competitors and evaluation of the context (i.e. environmental analysis including political, economic, societal, technological and legal aspects). Consider conducting:
Other stakeholder analysis
Problem and opportunity statement
Conclusion and reference (3 marks): includes an effective summary of the key points of the presentation. Referencing should follow the APA style.
Evidence of research (5 marks): The quality and integration of research in the presentation to support key points. This should include theoretical and empirical research findings from a combination of at least 10 (ten) academic journals and textbooks. Any website that is used to find statistical information is also considered as part of evidence of research but not part of academic journal or textbooks. Useful websites include Australian Bureau of Statistics, Austrade, CIA Factbook, Doing Business and any state or commonwealth authority websites.
Presentation quality including voiceover (3 marks): Good PowerPoint presentation with clear voiceover. You could be penalised for having small fonts (recommended font size is 20 or larger). Specifically, you will be assessed on the following aspects:
Quality of visual aides
Simply reading off the slides is not acceptable
Clarity of speech and use of pitch, tone and inflection.
Assessment 2: Marketing Plan
Assessment 2 requires students to work individually on their selected new product or service (from assessment 1) to create a comprehensive strategic marketing plan. This is an individual assessment with a maximum word limit of 2500. Your assessment should be an application of relevant marketing concepts learnt in the unit. There is no need to go into details about explaining marketing concepts, rather it should be an applied discussion. Please upload the assessment through the appropriate Moodle link by week 10. Each assessment must be uploaded as a .doc or .docx file (word file).
Title page, table of contents, executive summary and introduction (3 marks): – includes a title page, table of contents and executive summary that are professionally written and organized. The executive summary contains the key points of the whole report in 3-5 paragraphs written in single page. Introduction section should provide background information of the product or service chosen in assessment 1. You can summarize the key information from assessment 1 in the introduction section. Specifically, you will be assessed on the following aspects:
Situation analysis recap
Discussion of the segmentation, targeting and positioning approach (10 marks): a discussion on the potential customer segments for your product or service and which one(s) you wish to target with good justifications. Also, discuss the desired positioning for the product or service. Develop a clear positioning statement. Specifically, you will be assessed on the following aspects:
Discussion of potential market segment
Discussion of target market and positioning
Set 3 marketing and 3 financial objectives (3 marks): provide realistic marketing and financial objectives. Specifically, you will be assessed on the following aspects:
Marketing objectives and goals
Financial objectives and goals
Formulation of a detailed marketing mix strategy (10 marks): should cover specifics of the product, price, promotion and place aspects. Specifically, you will be assessed on the following aspects:
Marketing mix – how are they to be applied?
Marketing strategy proposed implementation
Budget allocation for promotion mix (3 marks): should provide the media and budget allocation for each of the promotional mix elements and mapped against the objectives of the promotional mix elements. Put special emphasis on digital communications strategies.
Conclusion and reference (3 marks): includes a summary of the key points of the presentation. Provide a list of at least 15 (fifteen) citations and references of some published academic and research papers, textbooks and authentic Web sources. Referencing should follow the APA style.
Evidence of research (6 marks): The quality and integration of research in the writeup to support key points. This should include theoretical and empirical research findings from a combination of academic journals and textbooks. Any website which is used to find statistical information is also considered as part of evidence of research but not part of academic journal or textbooks. Useful websites include Australian Bureau of Statistics, Austrade, CIA Factbook, Doing Business and any state or commonwealth authority websites.
Mechanics (2 marks): Use of headings, sub headings, cohesion of paragraphs were of high quality. Grammar, spelling and punctuation are of exceptional standard.
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