Need copies, 3000 words excluding Introduction ,References,
ASSESSMENT 2 BRIEF Subject Code and Title MKTG6002/MKT600 Marketing Assessment Assessment 2: Marketing Plan Individual/Group Individual Length 3000 words (+/- 10% excluding cover page, reference etc). Learning Outcomes This assessment addresses the following subject learning outcomes: a) Critically evaluate underpinning marketing theories and principles and appropriate research process to collect, store and use of data to generate customer insights; b) Critically evaluate customer needs to create value for customers by deploying the resources of the organisation in best possible ways; c) Critically evaluate the impact of an organisation’s marketing mix strategies on its stakeholders. Submission Due 23:59 (AEST/AEDT) on Friday by the end of Module 5 in Week 10 Weighting 50% Total Marks 50 marks Objectives: • • To enhance a clear understanding of the importance of marketing in modern business practices; To develop a succinct understanding about marketing theories and their application in devising marketing strategies; • To critically analyse all relevant factors affecting the exchange process; • To enable developing insightful marketing strategies for a business. How the assessment fits into the subject/course: Marketing in the 21st century has evolved profoundly where developing winning marketing strategies has been integral to businesses of all types in order to achieve its strategic objectives. This assessment provides students with the opportunity to apply the knowledge and insights developed in the marketing subject to develop effective marketing strategies for a business, a product or a brand. Students are required to develop a complete marketing plan for their chosen organisation's product or the brand which they worked in the Assessment 1. The emphasis within this assessment should be placed on expanding various steps as recommended in the marketing plan template while the current marketing situation and threats and opportunities analysis to be briefly discussed by summarising the discussion from the assessment 1. MKTG6002/MKT600_Assessment2_Marketing Plan Page 1 of 7 Linkages between Assessments 1 and 2: This assessment is the continuation of the assessment 1. In assessment 1 students addressed two (i.e. current marketing situation and threats and opportunity analysis) out of the eight steps of a marketing plan. In this assessment students are required to develop a complete marketing plan for an organisation's product or a brand of their choice. Since the assessment 1 and 2 are interrelated so students in any situation are not advised to change their organisation that they chose in the assessment one. Instructions: This assessment task builds on the Situation Analysis that you undertook in Assessment 1. This assessment task requires you to expand the remaining steps of the marketing plan to: • Articulate your learning about marketing theories, concepts and principles covered so far to demonstrate your level of understanding of them to develop a marketing plan; • Articulate the link between marketing theories and practices; • Demonstrate an acceptable level of research skills to reveal the insights; • Apply appropriate business report writing skills; • Use the appropriate in text citation nd a reference list in your written work. You should provide at least 15 high quality marketing references to show quality of research. STRICTLY adhere to the APA style in referencing. Please see more information on referencing here: http://library.laureate.net.au/research_skills/referencing • Demonstrate a logical flow and cohesiveness in the analysis and discussion. Scenario: This assessment requires you to act like a consultant to help an organisation develop a winning marketing strategy that wants to introduce a new product or expand its business/markets. Tasks: This part of the assessment is a follow-up to the Situation Analysis that you provided in assessment one. Therefore, you need to revisit assessment 1 and the feedback from your facilitator. Then, develop a complete marketing plan for this assessment to: 1. Develop a marketing plan – The aspects that you should include are: a. Identify objectives and issues as well as marketing logic to create customer value; c. Action programmes - how marketing strategies will be turned into specific actions that answer What will be done? When will be done? Who will do it? and How much will it cost (budget )? and controls. MKTG6002/MKT600_Assessment2_Marketing Plan Page 2 of 7 Segmentation, targeting and positioning as well as marketing strategies (i.e., 4ps/7ps);b. http://library.laureate.net.au/research_skills/referencing To start this task. 2. Outline the followings: a. Define clearly the value proposition of your chosen business, product or the brand; b. Critically evaluate the business's situation (provide a summary of SWOT/TOWS analysis from the assessment 1 and suggest appropriate marketing mix strategies: c. Product - define the product attributes/features to reflect your value propositions You are advised to review the threes levels that are accompained with a product and discuss product line and mix strategies; d. Pricing – describe the pricing strategy (cost-based, value-based and competition) that you recommend to the senior management of the organisation and justify your choice; e. f. Distribution – outline the distribution strategies, you should discuss a specific distribution strategy (s) - intesive, selective and exclusive. You also need to discuss channel strategies (i.e., direct and/or indirect, channel levels - single vs. multiple); Promotion – outline the promotion strategies you would recommend (i.e., pull vs. push) . You also need to discuss promotional mix strategies (i.e., advertising, salesmanship, sale promotion, publicity and public relations) as well as media strategies. Please beware that your marketing strategies should be aligned with the value proposition as well as the organisation's mission, vision and objectives. Submission Instructions: Submit your assignment via the Assessment two link in the main navigation menu in the Blackboard in MKT600 by the end of the Module 5 on Friday in week 10. Please review the TUA overdue policy described in page 3, that applies a 10% deduction/day up to five days and then 0, through the link copied below: https://learn-ap-southeast-2-prod-fleet01-xythos.s3-ap- southeast-2.amazonaws.com/5c07149a959f5/4332951?response-content-disposition=inline%3B% 20filename%2A%3DUTF-8%27%27TUA%2520PL_AC_004%2520Assessment%2520Policy%2520for% 2520Higher%2520Education%2520Coursework%2520and%2520ELICOS.pdf&response-content- type=application%2Fpdf&X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz-Date=20190420T020849Z&X- Amz-SignedHeaders=host&X-Amz-Expires=21600&X-Amz- Credential=AKIAIW5OVFIUOTV36DNA%2F20190420%2Fap-southeast-2%2Fs3%2Faws4_request&X-Amz- Signature=43e06ce9d0c1a38ba5e189c2c7c1e7510afe6a62311985d4e454f15e8b9d1a63 MKTG6002/MKT600_Assessment2_Marketing Plan Page 3 of 7 Learning Rubric: Assessment 2 Assessment Fail (Unacceptable) Pass Credit Distinction High Distinction (Functional) (Proficient) (Advanced) (Exceptional) Attributes 0-49% 50-64% 65-74% 75 -84% 85-100% Limited understanding of Resembles a recall or Supports personal opinion Systematically and critically key concepts required to summary of key ideas. and information discriminates between support discussion substantiated by evidence assertion of personal Often conflates/confuses from the research/course opinion and information Evaluation of information gathered to support the marketing plan assertion of personal materials. Differentiaates between assertion of personal opinion and information substantiated by robust evidence from the substantiated by robust 10% opinion with information evidence from the substantiated by evidence research/course materials from the research/course Information is taken from 15+ and extended reading. materials. Confuses logic and emotion. Information taken from reliable sources but without a comprehensive analysis or synthesis. with a demonstratablecapacity to explain and apply relevant concepts. Information is taken from Analysis and evaluation do 30+ sources with a high Viewpoints of experts are not reflect expert Demonstrate logical flows throughout the discussion. level of taken as fact with little judgement, intellectual Information is taken from 20+ sources with a well- demonstrated capacity to explain and apply relevant concepts. interpretation/evaluation questioning. independence, rigor and to develop a adaptability. Questions viewpoints of experts where relevant. Viewpoint of experts are comprehensive critical subject to questioning. analysis or synthesis. Analysis and evaluation Identifies gaps in reflect growing judgement, knowledge. intellectual independence, rigor and adaptability. Exhibits intellectual independence, rigor, good judgement and adaptability. Report structure/format Report structure/format Report structure/format was Report structure/format Report structure/format Logical and Compelling was not consistent with was professional and professional, original and was very professional, was highly professional, Report Structure Industry original and was adequately consistent with Industry original and consistent with original and consistent with practices/standards consistent with Industry practices/standards Industry Industry 20% practices/standards practices/standards practices/standards. MKTG6002/MKT600_Assessment2_Marketing Plan Page 4 of 7 Research/course materials sources and extended reading. Marketing Strategy Report Some Marketing Strategy Marketing Strategy Report All Marketing Strategy All Marketing Strategy components were not Report components were components were adequately Report components were Report components were adequately identified. identified. identified. correctly identified. clearly and correctly identified. The report was poorly The report was sufficiently The report was well The report was very well organised. well organised. organised from beginning to organised and orderly from The report was expertly end. beginning to end. organised and orderly from Developed Developed beginning to end. ideas/recommendations ideas/recommendations Developed specific Developed specific with poor examples, data, with adequate examples, ideas/recommendations with ideas/recommendations in Developed specific and/or experiences. data, and/or experiences. good supporting examples, depth with appropriate ideas/recommendations in data, and/or experiences. supporting examples, data, depth with strong and Poorly constructed Reference List provided and and/or experiences. appropriate supporting Reference List and/or not a variety of sources A correctly constructed examples, data, and meeting the APA accessed in research Reference List provided and a A correctly constructed /or experiences. guidelines for referencing. meeting APA guidelines for variety of sources accessed in Reference List provided and referencing. research meeting APA in-report citations of A well-constructed guidelines for referencing. sources provided and a Reference List provided and variety of sources accessed in-report Citations of in research meeting APA sources provided and a guidelines for referencing. wide variety of sources accessed in research meeting APA guidelines for referencing. Superficially Fairly evaluates and Adequately evaluates Thoroughly evaluates Critically evaluates and evaluates and justifies the selection of and justifies the and justifies the justifies the selection justifies the selection target market selection of target selection of target of target market of target market demonstrating a market demonstrating a market demonstrating a demonstrating demonstrating no satisfactory good understanding of very good excellent Critically evaluates client needs with regards to the market segmentation, targeting and positioning strategies understanding of the understanding of the the theories from the understanding of the understanding of the MKTG6002/MKT600_Assessment2_Marketing Plan Page 5 of 7 theories from the theories from the subject. theories from the theories from the 20% subject. subject. subject. subject. Description of at least Description of market Description of at least two market segments Description of at least Description of three or segments not one market segments provided. three market segments more market segments provided. provided. provided