Marketing

Assessment 1Assessment – MKT5000 S3 2015Assessment detailsDescription Marksout ofWtg (%) Due dateMarketingReflection10 10 07 December 2015Assignment 1 100 40 21 December 2015Assignment 2 100 50 30 January 2016Notes1. All assessment items are to be submitted through the Moodle assessmentlinks found on the Study Desk.2. The marketing reflection can be submitted in any format.3. Assignments 1 and 2 are to be submitted using Word format (2010 orearlier). Assignments submitted in a PDF format cannot be marked and willbe returned to students unassessed.4. Assignments 1 & 2 are expected to have a title page which includes yourstudent name (as it appears on your enrolment record), your studentnumber, the course name and the assessment task as outlined in theCommunications Skills Handbook.5. Submission times and dates refer to Australian Eastern Standard Time(AEST).6. Late submissions will incur a penalty of 5% per day unless a request for anextension has been granted prior to the due date. Note the USQ extension policyfound at http://policy.usq.edu.au/documents.php?id=14749PL particularlysection 4.2.4 which states:4.2.4 Late submission of AssignmentsStudents can apply for an extension of time to submit an Assignment at anytime up to the deadline. Students are strongly advised to make a request foran extension as soon as their need becomes apparent. Delay in making arequest involves the risk that there will be insufficient time (withconsequential loss of Marks) if the request is refused.The Course Examiner may grant a short extension of the deadline forsubmission of an Assignment. Extensions are usually granted only in casesof Compassionate and Compelling Circumstances in accordance with theAssessment of Compassionate and Compelling Circumstances Procedure.Generally, extensions will be limited to a maximum of five UniversityBusiness Days. A Student requiring an extension for a period of time inexcess of this should consider applying for a Deferred Assessment as persection 4.4 ‘Deferred, Supplementary and Varied Assessment Items andSpecial Consideration’ of these procedures.Assessment 2Granting of an Assignment extension is considered a significant concession.Applications may be rejected if there is reason to believe that the Student isseeking an unfair advantage as might be suggested by a pattern of repeatrequests for Assignment extensions.Applications for extensions must be made in writing to the Course Examinertogether with accompanying documentation as specified in the Assessment ofCompassionate and Compelling Circumstances Procedure.The application and all supporting documentation must be submittedelectronically.An Assignment submitted after the deadline without an approved extension oftime will be penalised. The penalty for late submission without a preapproved extension will be specified in the assignmentinstructions. At thevery least, the penalty for late submission is a reduction by 5% of themaximum Mark applicable for the Assignment, for each University BusinessDay or part Business Day that the Assignment is late. An Assignmentsubmitted more than ten University Business Days after the deadline willhave a Mark of zero recorded for that Assignment.Course Examiners may refuse to accept Assignments for Assessmentpurposes after Marked Assignments and/or feedback have been released. IfCompassionate and Compelling Circumstances appear to exist, CourseExaminers must consider these before refusing to accept an Assignment.Assessment 3Marketing Reflection – Explaining marketing managementphilosophies (for the development of marketing strategy).Description Marks out of Wtg (%) Due dateMarketingReflection10 10 07 December 2015BackgroundReflective writing is the evidence of reflective thinking and reflective thinking is part ofthe critical thinking process where people analyse, evaluate and make judgements fromnew information and knowledge to ultimately arrive at an informed perspective. Thepractice of reflective writing will be introduced in this first assessment task. In thisassessment you will be asked to prepare information for a business audience aboutmarketing management philosophies.The TaskThere are five alternative marketing management philosophies (also called marketingphilosophies) under which any organisation can conduct its marketing activities, andthese are; production concept, product concept, selling concept, marketing concept, andsocietal marketing concept.You have been asked to prepare a short commentary (500 – 700 words or equivalent 5 –10 minute presentation) for a business audience explaining these marketing managementphilosophies in such a way that business owners, who may have never had any formalmarketing education, could understand the five concepts and be able to decide whichone(s) to adopt as the fundamental building block of marketing activity and strategy.Your commentary can take any form that would be acceptable to this audience (forexample, a blog, an article, newsletter item, a wikki, a short video presentation or slideshare presentation). In your submission you are to conclude your discussion with at leastone example of how a business could now incorporate or use this information to helpthem develop a marketing plan.Submission InstructionsAll assessments are to be submitted using the link on the Study Desk for MarketingReflection Assignment which you will find at the end of module 3. You can submitthis task in any format you choose. If you choose to develop a video presentation thenyou must also upload a script and/or power point slides with notes to accompany thework.Your work will require references to support your discussion. If you are submitting apresentation, these references need to be evident in the script or presentation notes thatyou also attach. Make sure you use the Harvard AGPS referencing style. There is anelectronic Harvard AGPS referencing guide in the USQ Library, and you can also referto the Communications Skills Handbook.Assessment 4The grading rubricBelow therequiredstandard0% – 49%Meets therequiredstandard50% – 80%Exceedstherequiredstandard81 – 100%TotalmarkContentDid the student accurately define the marketingmanagement philosophies in such a way that aperson without university or marketingknowledge could easily understand?Did the student provide sufficient informationin their commentary about how you couldincorporate the understanding of theseconcepts into a marketing strategy such that abusiness person could understand enough tomake a decision on how to incorporate theminto their marketing efforts?/5Format and EvaluationDid the student present their work; use acommunication style, and adopt a languagethat would be appropriate for the audiencenominated?Did the student present their work in a creativeand informative manner?Did the student present their information insuch a way that they were able to confidentlyconvince the reader/watcher that they knewwhat they were talking about, includingsufficient and appropriate theoretical evidenceand support?/5Final Comment:/10Total Mark /10Assessment 5Assignment 1 – Marketing AuditThe Assignment (You have two options)Your first assessment task asked you to reflect on and write about marketingmanagement philosophies. This assignment now asks you to build on this by conductinga marketing audit and then from that information develop a marketing plan – assignment2.You have 2 choices for these next 2 assignments as follows:1. You can choose to complete these assignment tasks using the organisation orcompany that you work for,or2. You can base your assignment on an organisation or company with which youare familiar, or one that you may simply have an interest in.Should you experience problems in choosing a company/organisation, please get intouch with the course examiner.Once you choose an option you are not able to change it between the two assignments asassignment 2 builds on assignment 1. You do not need to declare your intent to useeither method until you submit your assignment.Before you can develop your marketing plan and recommendations you need to knowmore about the product offering, possible competitors, market opportunities and otherenvironmental 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 arerequired to conduct a Marketing Audit that includes an analysis of the internal andexternal factors that will be relevant to the development of a marketing strategy foreither a company or product of your choice. This assignment should be 2500 wordsmaximum – excluding references; refer to the Communications Skills Handbook1 formore information about what is and what is not included in a word count.1 A useful text for this course.Description Marks out of Wtg (%) Due dateAssignment 1 –Max 2,500 words100 40 21 December 2015Assessment 6The Assignment TaskThe assignment will have four sections as follows:Section 1 – Organisational OverviewA marketing audit should always commence with an overview of the company, itsvision, mission and brand value. This information provides the reader with sufficientcontext to then understand and evaluate your future recommendations and analysis. In thissection you should also provide sufficient information about the company and theproduct/service you are focusing on so that the marker can appreciate the contextual issuesyou explore in later sections of the assignment. It is also important that you incorporate heresome insights about the value proposition for this product/service.Section 2 – Environmental ScanIn reviewing the organisation you are studying it is also important to consider and reviewthe organisation in terms of its internal strengths and weaknesses and the externalopportunities and threats it faces. SWOT, TOWS and PESTEL analyses are goodtools to assist this stage of your analysis as are environmental scans and it isrecommended that you use some of these tools in this section to summarise and highlightrelevant information. You may also use any other additional analysis tools that you deemappropriate to provide you with the information for your audit. In this section you woulduse tables, graphs and other ways to summarise the information – do not forget todiscuss your analysis and findings do not just present the information and hope that themarker will understand what you think is important here.Section 3 – Customer, Competitor and Stakeholder analysisNext, you would consider the market in which the firm operates in terms of bothcompetitors and customers and this is done in 4 parts as outlined next:1) A Target Market Analysis – Who are the target markets for this companyand product? It is likely that you will discover more than one possible targetmarket from the information you source, whilst you need to list them all in thispart of your audit and to analyse their priority and relevant merits, when it comesto your second assignment and to the customer analysis (the next step) you areonly required to focus on ONE (1) target market. This is important – at thisstage of your assignment choose ONE target market, defend that choice (justifywith information from the first two sections and other sources) and then onlyAssessment 7discuss and plan for that ONE target market.2) A Customer Analysis – Once you have selected and justified the ONE targetmarket you wish to focus on, outline any demographic and/or behaviouralcharacteristics of this segment. You would need to comment on:i. Who is this market (demographics), where are they located, howdo they spend their time and money (psychographics); what elsedefines them (interests, attitudes, values and/or lifestyles);ii. the relative size of the segment;iii. potential market share and opportunities for growth anddevelopment;iv. any other information including their likely purchase behaviourand motivations purchasing this product as well as what theproduct offering would be for this segment (what are they buyingand why); andv. refer and reiterate how the value proposition discussed in section 1relates to this segment with this product/service.3) A Competitor Analysis – Given how you have defined the product offeringand value proposition for your chosen target audience in terms of itsbenefits or features, this section would focus on how your product offeringcompares to alternative purchase choices. Remember this can be broaderthan just substitute brands – think more broadly here about substitute optionsfor spending their money. So you need to also include an analysis of theproducts/services/substitutions that are likely to be competition for thisproduct offering in this market segment. You are also required in thissection to include an overview of the current positioning, value-chainstructure, marketing channels used and relevant market drivers for thisproduct/service.4) A Stakeholder Analysis – You need to consider any other stakeholders whomight have an interest in or be able to impact the marketing of this productoffering in this segment.Section 4 – Conclusions and recommendations for preliminary marketingstrategyOnce you have completed these steps you are then required to summarise the mainpoints and salient elements of this analysis to a concise statement of the overallAssessment 8strategic approach you will be recommending for your marketing and implementationplan – a preliminary marketing strategy (which is assignment 2).You need to defend your final decisions using both theory and practice references andthe content and learning activities presented in modules 1–4 will support thisassessment task. You should try to have a good list of references showing where youhave found your information and it is important to cite all work and websites youhave visited. Check with a USQ reference librarian if you are having trouble findingappropriate information.Report WritingGuidelines on writing reports are provided in chapter 3 of the 4th edition ofthe Communication Skills Handbook.For assignments 1 and 2 (not the marketing reflection) your reports shouldcomprise:1. An executive summary (no more than 1 page);2. An introduction (approximately 200 words);2. The body that includes all the analysis of the current marketing and internal andexternal firm environments, customer analysis, competitor analysis and anyother analysis. (Approximately 2000 words); and3. A conclusion. This includes the statement of the issues you have found, the gapsidentified, overall strategic approach and future recommendations.(Approximately 200 – 300 words).Thereport should present logical, sequential and persuasive arguments, justified orsupported by secondary sources of evidence. The purpose of your audit is not tosimply reword or describe the product or brand or to provide direct quotes from theliterature, but to offer a thorough understanding of the marketing issues, challengesand opportunities facing your chosen organisation in their goal of growing theirmarket share in this industry and with this product. Assignment 2 will then outlinethe proposed marketing plan to take the next step forward to market.In this assignment you will be assessed on:1. The ability to locate, assess and research material related to current marketingplanning process and environmental scanning requirements. You will need to useAssessment 9logicand read widely to identify issues and leads to where you should researchfor this firm. These are important skills for a marketer to develop;2. The ability to demonstrate an understanding of the current marketing planningprocess and environmental scanning requirements;3. The ability to identify and assess relevant theoretical and managementissues in the environmental scan and audit (SWOT, PESTEL, TOWS,customer, competitor and stakeholder analysis);4. How well you present logical arguments and gap analysis and how wellyou defend your recommendations and conclusions.5. The ability to justify your position with use of supporting references;and6. The communication style you adopt, including correct spelling, grammarand referencing. Your report should be in Times New Roman 12 pointwith one and a half line spacing.Assessment 10Marking criteria for assignment 1 – MKT5000CriteriaDoes not meet minimumstandard required (fail)0 – 19 marksWork is of minimumstandard (pass)20 – 26 marksExceeds Minimumstandard (distinction)27 – 33 marksWork is of a highachievement standard34 – 40 marksLearning objective 1– problem solvingand analysis.The audit has shownunderstanding of theinternal and externalfactors relevant to theorganisation that willimpact thedevelopment of amarketing strategy.It has demonstratedclear problem solvingand critical thinkingin the analysis andchoice of theory.Total Mark/40Students who are awarded a mark inthis section have done one or more ofthe following: Discussion of key points andthemes has failed to demonstrate aclear understanding of theory andthe characteristics of the targetmarket chosen. The marketing issues (eitherinternal or external or both)relevant to the product and thecompany have not been adequatelyidentified and included in theanalysis. The tools for analysis have notbeen correctly used and the resultshave been incorporated into theconclusions in a manner that showslogical integration of theory andother sources of information.Students who are awarded a markin this section have done one ormore of the following: The discussion of key pointsand themes which hasdemonstrated an adequateunderstanding of theory andthe characteristics of theproduct. More detailed anddeeper analysis would haveresulted in a better score forthese criteria. The marketing issues relevantto the product and thecompany have beenadequately identified andincluded in the analysis The tools for analysis havebeen correctly used and whilstthe results have beenincorporated into theconclusions there are someinconsistencies with theintegration of theory and othersources of information.Students who are awarded a markin this section have done one ormore of the following: The discussion of key pointsand themes has demonstrated asolid understanding of theoryand the characteristics of theproduct. Analysis was clear and wellconstructed with somequestions and inconsistencies. The marketing issues relevantto the product and thecompany clearly identified andincluded in the analysis. The tools for analysis havebeen correctly used and resultshave been incorporated intothe conclusions. Some inconsistencies existwith integration of theory andother sources of information.Further information andanalysis would have improvedthe work.Students who are awarded a mark inthis section have done one or more ofthe following: The discussion of key points andthemes which has demonstrateda superior understanding oftheory and the characteristics ofthe product. Analysis was detailed andincluded appropriate additionalsources of information. The marketing issues relevant tothe product and the companyhave been clearly andthoroughly identified andincluded in the analysis. The tools for analysis have beencorrectly used and the resultshave been incorporated into theconclusions. There are no inconsistencieswith the integration of theoryand other sources ofinformation.Assessment 11CriteriaDoes not meet minimumstandard required (fail)0 – 9 marksWork is of minimumstandard (pass)10 – 13 marksExceeds Minimumstandard (distinction)14 – 16 marksWork is of a highachievement standard17 – 20 marksLearning objective 2– ProfessionalCommunication andacademic literacyThe work is wellwritten, uses languageand style appropriatefor a professionalmarketer.The work isappropriatelysupported withrelevant theory andreferencing stylereflects academic andprofessionalrequirements.Total mark/20Students who are awarded a mark inthis section have done one or more ofthe following: Failed to correctly cite relevantsources of information to supporttheir conclusions and discussions. Failed to use correct HarvardAGPS referencing style. Failed to submit the assessment inthe required report format. Submission has grammaticaland/or spelling errors. Have failed to use the requiredanalysis tools (SWOT, TOWS,PESTEL, customer, stakeholderanalysis, and competitor analysis)and/or have provided only cursoryanalysis with limitedunderstanding of the tools used andthe context of the analysis. Failed to provide a report thatshows logical presentation ofinformation and synthesis ofmaterial is shallow and superficialin its analysis of information andlargely lacks coherence forconclusions.Students who are awarded a markin this section have done one ormore of the following: Generally cited relevantsources of information tosupport their conclusions anddiscussions using the correctHarvard AGPS referencingstyle and in report format. Many analysis tools (SWOT,TOWS, PESTEL, customer,stakeholder analysis, andcompetitor analysis) used –not all, but largely failed toconduct a deep andmeaningful analysis withlimited understanding of thetools used. Have provided a report thatshows some attempt to providea logical presentation ofinformation and synthesis ofmaterial. Analysis issomewhat superficial and thereare some problems in terms ofthe coherence of discussionand conclusions.Students who are awarded a markin this section have done one ormore of the following: Consistently cited relevantsources of information tosupport conclusions anddiscussions using HarvardAGPS referencing style and inthe required report format. Have consistently utilised theappropriate analysis tools andhave conducted a deep andmeaningful analysis whichshows a good understanding ofthe tools used and context forthe analysis. Report shows logicalpresentation of informationand synthesis of material,demonstrating a soundunderstanding of the analysisof information and acoherence of discussion andconclusions.Students who are awarded a mark inthis section have done one or more ofthe following: Provided exemplary referencedsupport for their work correctlycited using Harvard AGPSreferencing style and in therequired report format. Have utilised the requiredanalysis tools and have includedinformation and/or analysis thatexceeds the requirements for thisassessment task. Have conducted a detailed andthorough analysis of theinformation using referencedevidence and other sources todemonstrate a deepunderstanding of the tools usedand have presented a synthesisand analysis of material thatshows considerable coherenceand depth of discussion andconclusions.Assessment 12CriteriaDoes not meet minimumstandard required (fail)0 – 19 marksWork is of minimumstandard (pass)20 – 26 marksExceeds Minimumstandard (distinction)27 – 33 marksWork is of a highachievement standard34 – 40 marksLearning objective 3The work shows anunderstanding of theenvironmental andcontextual issues inmarketing andprovides a creativepresentation ofconclusions.Total Mark/40.Students who are awarded a mark inthis section have done one or more ofthe following: Incorrectly identified or failed toidentify the key environmental andcontextual issues relevant for theproduct and target market of theirchoice. The assignment lacks ademonstrated understanding ofmarketing strategy. There is an inadequate analysis andconsideration of competitors andmarket opportunities Conclusions do not link logicallyto the discussion and analysis.Students who are awarded a markin this section have done one ormore of the following: The key environmental andcontextual issues relevant forthe product and market chosenhave generally been identifiedin the report. The proposal shows asuperficial understanding ofmarketing strategy The analysis and considerationof competitors and marketopportunities is adequate butwould benefit from a greaterunderstanding of theory andwork collecting data. Conclusions link logically tothe discussion and analysis butare somewhat superficial innature.Students who are awarded a markin this section have done one ormore of the following: The key environmental andcontextual issues relevant forthe product and market chosenhave been clearly identified inthe report. The proposal shows a soundunderstanding of marketingstrategy. The analysis and considerationof competitors and marketopportunities is sound butwould benefit from a moreincorporation of theory andother data. Conclusions link logically tothe discussion and analysis.Students who are awarded a mark inthis section have done one or more ofthe following: The key environmental andcontextual issues relevant for theproduct and market chosen havebeen clearly and thoroughlyidentified in the report. The proposal shows a detailedand well-reasoned understandingof marketing strategy. The analysis and considerationof competitors and marketopportunities is thorough anddemonstrates a detailedunderstanding of theory anddata. Conclusions link logically andconsistently to the discussionand analysis and show a solidunderstanding of the materialcovered.Final mark /100Final Comments:Assessment 13Assignment 2 – The strategic marketing planDescription Marks out of Wtg(%) Due dateStrategic marketing plan(modules 5 – 8)100 50 30 January2016Maximum word count 3,000 wordsGeneral overviewThisassignment leads on from assignment 1. Essentially you are required to establisha marketing plan to grow the market and sales for the organisation you have chosenin the target market you have focused on and given the situational analysis you haveconducted in assignment 1.This assignment should commence with an overall summary (about one page) of thecontext that you established in assignment 1. This will allow the marker to come up tospeed on your analysis and thinking as the baseline for your recommendations in thisassignment (it is unlikely that you will have the same marker for both pieces ofassessment, so consider this in what you present). You DO NOT need to include the fullassignment 1 here but you may wish to replicate some of the analysis tables inappendices to this assignment if they are relevant – if you do this, make sure you refer tothem in your summary and highlight the key features that a reader needs to note fromthese tables and analysis summaries. You may make adjustments to your originalanalysis and conclusions here based on the marking feedback you received in the firstassignment.This assignment should then commence with a specific statement of the marketingobjective/s that will guide this plan based on the context you have set from assignmentone. You will then show how each of the marketing mix elements (the 4 Ps) willcontribute to the achievement of this objective in your plan. Each of the elements of themarketing mix are to be considered (product, place, price and promotion) and for eachyou will need to discuss the strategy you will adopt (with appropriate justification fromtheory and other sources), and the tactics you would recommend.Finally, you will conclude with consideration of a timeline for this plan indicating theordering of your tactical elements which will result in the achievement of the overallAssessment 14objectives of the plan. You also need to present a contingency plan which wouldconsider any threats or potential reactions from competitors that you identified inassignment one as potentially having a negative impact on your plan and how youwould propose these be dealt with if and when they arise. There is no requirement inthis plan to focus on or prepare and defend a budget.Be sure to attach all pertinent documents to your report such as any relevant tables andanalysis from assignment one, to support your recommendations. Before submittingyourplan, ask yourself the question, “Does this contain all of the information thatwould be needed for someone else to make a decision in my favour and adopt therecommendations I have made?” If not, revise your work.Assignment formatThis assignment needs to be written as a formal report (refer to chapter 3 of theCommunications Skills Handbook for all the required elements) and would include thefollowing sections:1. An executive summary (no more than 1 page)2. An introduction which will be the overview or summary of assignmentone – no longer than one page (this will not be included in the word count forthis assignment), the summary should briefly summarise the analysis workconducted including information about the target market you selected and thesummary of the issues identified in assignment one about the product offering,the target market’s decision making process and any other psychologicalfactors that are relevant, competitor analysis and the overall marketingobjectives you suggested be adopted in the development of the marketing plan.Include any relevant tables and analysis you provided in assignment one asevidence to support your recommendations here in assignment two. These canbe included either as appendices to the assignment or they can be incorporatedinto the body of assignment two as you deem relevant. Regardless of whichapproach you take, it is important that it is clear that these are the tables andanalysis from assignment one.3. The Marketing plan: This represents the body of your report and wouldinclude the following sections:a. Marketing objectives: The marketing plan then needs to begin with astatement of the specific marketing objective/s for your target market.Assessment 15Make these objectives realistic, achievable and measurable (SMARTobjectives). In writing your objectives be specific and avoid genericterms such as “increase,” “decrease,” implement as soon as possible”,and other non-specific and non-analytical language. Your objectivesshould align with the context established in assignment one andconsider and be directed to the target market, in the location you haveidentified in that assignment. You also need to ensure that you have restated the value proposition you posed in assignment 1 here.b. Shaping the market offerings, delivering and communicating value:The marketing objectives for this campaign will then need to betranslated into specific strategies and tactics for each element of themarketing mix (the 4 Ps). Whilst you need to be reasonably specifichere remember you are constrained by a word limit and we are reallylooking for evidence that you have considered each of the elements andthat you know how and why each suggestion fits with your overallobjectives and goals for this campaign and how the elements fit withand complement each other (justification is essential and use theanalysis you conducted in assignment 1). You need to provide enoughdetail to ensure we can see your thinking. Use tables here to assist withthe word count (tables are not counted in the word count but if usedneed to be accompanied by discussion in the text – see theCommunications Skills A4. An implementation plan: Next consider the order or sequencing of activitieswith a marketing timeline related to your marketing tactics (i.e. what needs tooccur first etc.).5. Contingencies: after you have developed your plan you then need to considermarketing contingencies, or what are the risky parts of your plan and are thereany actions that need to be considered or prepared to counter these if they were tooccur.6. Conclusion: Finally, provide an overall conclusion for your work (about 1paragraph) that brings it all together and re-enforces your case for this plan tobe accepted/adopted.Assessment 16Marking criteria for assignment 2 – MKT5000CriteriaDoes not meet minimumstandard required (fail)0 – 19 marksWork is of minimumstandard (pass)20 – 26 marksExceeds Minimum standard(distinction)27 – 33 marksWork is of a high achievementstandard34 – 40 marksLearning objective 1 –critical thinking,analysis and problemsolving skillsThe work showsevidence of thestudent’s ability toanalyse informationand formulate thisinto a coherent andrelevant strategyaddressing thecontextual issuesidentified./80 Goals, tactics and contingencies arenot integrated, or not evident. Little or no evidence of analysis ofdata and information used to supportrecommendations. No logical argument andpresentation of findings, conclusionsand recommendations. Synthesis of theory and otherevidence is shallow and superficialand/or is not related to the marketingplan for the product/market. Limited or no evidence of problemsolving skills in therecommendations. Marketing strategies have not beenadequately identified and included inthe analysis. The plan lacks any creativity andoriginality, is generally vague andhas insufficient detail in thestrategies. May not have provided contingencyplans or timelines. Goals, tactics and contingenciesare evident though integrationcould be better and somerecommendations supported. Argument and presentation offindings, conclusions andrecommendations shows logicalprogression and adequateapplication of problem solvingskills. Acceptable analysis andintegration of data and someattempt at integration of theory The plan shows elements ofcreativity and originality butneeds to be more specific anddetailed in some areas and someapplication of marketing theoryis shown. Marketing strategies relevant tothe product and the company, areadequately identified andincluded in the analysis. Recommendations could be morespecific & better supported withevidence. Contingency plans and/ortimelines not well developed. Goals, tactics and contingenciesare evident and integration issound and all recommendationssupported. Argument and presentation offindings, conclusions andrecommendations shows logicalprogression and a soundapplication of problem solvingskills. Good evidence of analysis ofdata collected to supportrecommendations. The plan shows creativity andoriginality though questionsraised in some areas andgenerally good application ofmarketing theory and practice. Marketing strategies relevant tothe product and the companyhave been generally identifiedand included in the analysis. Contingency plans attemptedand a time-line provided, thoughmaybe a little generic. Goals, tactics and contingenciesare evident, well integrated and allrecommendations are wellsupported. Argument and presentation offindings, conclusions andrecommendations shows logicalprogression and an excellentapplication of problem solvingskills and analysis. Deep and meaningful analysiswhich shows a good integration oftheory, data from assignment oneand appropriately contextualised. The plan shows creativity andoriginality and excellentapplication of marketing theoryand practice. Marketing strategies relevant tothe product and the company havebeen clearly identified andincluded in the analysis. Recommendations are sound withgood support and contingencyplans and time-lines provided andwell developed.Assessment 17CriteriaDoes not meet minimumstandard required (fail)0 – 9 marksWork is of minimumstandard (pass)10 – 13 marksExceeds Minimum standard(distinction)14 – 16 marksWork is of a high achievementstandard17 – 20 marksLearning objective 2 –Professionalcommunication andstructureProfessional andacademic standardachieved and inthe requiredformatTotal mark/10 Failed to submit the assessment inthe required report format. Many grammatical and/or spellingerrors. Have failed to provide information ina logical manner and sequence. Failed to provide information fromassignment one as evidence for thisassignment to supportrecommendations. Not all requirement elements of theassignment have been included. Assignment format correct andmost marketing plan elementsaccounted for (some may bemore comprehensive thanothers). Logical presentation ofinformation. Appropriate elements ofassignment one included. All required elements of theassignment included althoughsome not in sufficient detail. Assignment format correct andalmost all elements of themarketing plan have beenaddressed in sufficient detail. Appropriate components ofassignment one have beenincluded and support most of therecommendations. Report shows logicalpresentation of information andsynthesis of material andrecommendations are a sound. Assignment format is correct andall elements of the marketing planhave been addressed in sufficientdetail with all elements presentand well integrated with relevantinformation from assignment one. Report shows logical presentationof information and synthesis ofmaterial and recommendations arecreative and well supported.Learning Objective 3– Information literacyand academicintegrityWork is appropriatelyreferenced andrelevant and timelyinformation is used./10 Limited or no application ofmarketing theory and little or noevidence of ability to source andintegrate information and theory. Discussion of key strategies largelymissing and the report fails todemonstrate a clear understanding oftheory and the characteristics of theproduct and market chosen. Failed to correctly cite using HarvardAGPS to support their conclusionsand discussions. Discussion of key strategiesadequately supported by theoryand related to the characteristicsof the product/market chosen. Student showed evidence of anemerging understanding of keymarketing principles andthinking to present a plan that issound and implementable Generally cited relevant sourcesof information to supportconclusions. Correct Harvard AGPSreferencing style adopted. Discussion of key strategies wellsupported by theory and relatedto the characteristics of theproduct/market chosen. Student showed evidence of anestablished understanding of keymarketing principles andthinking in their proposed plans. Consistently cited relevantsources of information tosupport conclusions anddiscussions using HarvardAGPS referencing style and inthe required format. Discussion of key strategiesexcellently supported by theoryand closely related to thecharacteristics of theproduct/market chosen. Student provided evidence of theirhigh level understanding of keymarketing principles and thinkingin their presentation of their plan. Provided exemplary referencedsupport for their work correctlycited using Harvard AGPS in therequired format. All strategies are appropriatelycontextualised and well supportedwith theory and other evidence.Final mark /100Final Comments: