This document contains the details for Assessment 1 for BUMKT5902 Marketing Management. Included are aspects such as:  The assessment overview and report structure;  How the assessment is to be...

This document contains the details for Assessment 1 for BUMKT5902 Marketing Management. Included are aspects such as:  The assessment overview and report structure;  How the assessment is to be formatted; and  How it will be assessed by using an Assessment Criteria Sheet. You should read this in conjunction with the Course Description, which contains other pertinent information on submission, etc. It is your responsibility to fully acquaint yourself with these requirements. If you are not clear on any aspect, please speak with your lecturer who will be happy to clarify any questions. Overview of the Assignment You are required to demonstrate your understanding of marketing theory as we have covered in activities and material in class. For assessment 1, you are required to prepare a 1500 word situation analysis report on the Australian fashion label Bec + Bridge, founded in 2004. You will research the brand and investigate the industry and the various environments it operates within. Drawing on your research, you will include prominent issues in a SWOT summary and develop actionable strategies the company could implement over the next 5 years to respond to opportunities and challenges you identified in your situational analysis. Your strategies should emphasize the sustainable marketing practices we consider in Week 4. You should use academic references to define the aspects of situational analysis you investigate. You should draw on the marketing theories covered in course content in Weeks 1-4 (i.e., relevant textbook chapters 1-4, and 14) as well as three (3) academic journal articles to help support your arguments. You are encouraged to visit the company website and recent media articles to find out information specific to the company. Further information is available in the Moodle Assessment folder. Report Structure Use the following structure to organize your report: Title page Executive Summary Table of Contents 1.0 Introduction 2.0 Background to the company 3.0 Environmental marketing analysis 4.0 SWOT Summary 5.0 Recommended marketing strategies for the next 5 years 6.0 Conclusion References General Formatting Requirements for the Report For those students who are unfamiliar or do not feel confident with academic writing, there are many sources on the Federation University and Library websites. The formatting of assignments should adhere to the following requirements:  Report format  Follow the headings outlined under the Assignment Instructions section  Use a report Title page containing all of the relevant information  Correct page numbering (e.g., the Cover Page is not numbered, the number format for the Executive Summary and the Table of Contents is I, ii, etc. The body of the report starting with the Introduction is numbered 1, 2, 3, etc.)  Do not write in the first or second person (I, we, our)—write in the third person only  Proof-read before submission for spelling, grammatical and logic errors  Fonts should be plain and easy to read (e.g., Tahoma, Arial, Times New Roman)  Font size is typically between 10 and 12 for the body of the assignment  Paragraphs are to be fully justified  Paragraph spacing typically uses one space before and after a paragraph  Any tables and diagrams used should be labeled (they do not form part of the word count)  APA referencing style to be used (information on this can be found at the following link: http://federation.edu.au/current-students/learning-and-study/online-help-with/referencing)