ASSESSMENT 2 BRIEF
Subject Code and Title MKTG6002/MKT600 Marketing
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 organisations marketing
mix strategies on its stakeholders.
Submission For 12 weeks deliver due on Friday at 11:55 pm
(AEST/AEDT) by the end of week 10.
For 6 weeks (intensive) delivery due on Friday at 11: 55
pm (AEST/AEDT) by the end of the week 5.
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.
MKT600/ MKTG6002 _Assessment2_Marketing Plan Page 1 of 7
Linkages between Assessments 1 and 2:
This assessment is the continuation of the assessment 1 therefore you should continue to
work on the same organisation. In assessment 1 you have addressed two (i.e. current
marketing situation and threats and opportunity analysis) out of the eight steps of a
marketing plan. In this assessment you 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 assessment1.
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 in
the course to demonstrate your level of understanding of them to develop a
marketingplan;
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;
Demonstrate a logical flow and cohesiveness in the analysis and discussion.
Use the appropriate in text citation and a reference list in the end of 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: https://library.torrens.edu.au/academicskills/apa/tool
Scenario:
This assessment requires you to act like a consultant to help an organisation develop a winning
marketing strategy that intends to introduce a new product or expand its business/markets.
Tasks:
This assessment is the continuation of your previous assessment of the Situation Analysis of
your chosen organisation that you undertook in the assessment one. Therefore, you need to
revisit your 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;
b. Segmentation, targeting and positioning as well as marketing mix strategies (i.e.,4ps/7ps);
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.
MKT600/MKTG6002_Assessment2_Marketing Plan Page 2 of 7
To start with this assessment –
2. Outline the following steps:
a. Define clearly the value proposition of your chosen organisation, product or the brand;
b. Critically evaluate the overall situation of the organisation (should be summarised 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 accompanied with a product and discuss
product line and mix strategies;
d. Pricing describe the pricing strategy (cost-based, value-based and competition) that you
would recommend to the senior management of the organisation and justify your choice;
e. Distribution outline the distribution strategies, you should discuss a specific
distribution strategy (s) – intensive, selective and exclusive. You also need to discuss
channel strategies (i.e., direct and/or indirect, channel levels – single vs. multiple);
f. Promotion critically evaluate 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 key issues
and objectives and/or value proposition, the organisation’s mission and vision.
Submission Instructions:
Submit your assignment via the Assessment two link in the main navigation menu in the Blackboard in
. Your Learning Facilitator will announce the specific due day, date and time
for the submission. 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-apsoutheast-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-contenttype=application%2Fpdf&X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz-Date=20190420T020849Z&XAmz-SignedHeaders=host&X-Amz-Expires=21600&X-AmzCredential=AKIAIW5OVFIUOTV36DNA%2F20190420%2Fap-southeast-2%2Fs3%2Faws4_request&X-AmzSignature=43e06ce9d0c1a38ba5e189c2c7c1e7510afe6a62311985d4e454f15e8b9d1a63
MKT600/MKTG6002 _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 Differentiates between
assertion of personal
opinion and information
substantiated by robust
evidence from the
Systematically and critically
Evaluation of
information gathered
to support the
marketing plan
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
Confuses logic and
emotion. Information
taken from reliable
sources but without a
comprehensive
analysis or synthesis.
assertion of personal materials. substantiated by robust
10%
opinion with information Information is taken from 15+ evidence from the
substantiated by evidence with a demonstrable capacity
to explain and apply relevant
concepts.
Research/course materials research/course materials
from the research/course sources and extended and extended reading.
materials. reading.
Information is taken from
20+ sources with a welldemonstrated capacity 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 interpretation/evaluation
questioning. independence, rigor and to develop a
adaptability. 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
with Industry practices/standards Industry Industry
20% practices/standards practices/standards practices/standards.
MKT600/MKTG6002_Assessment2_MarketingPlan Page 4 of 7
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.
Critically evaluates client
needs with regards to
the market
segmentation,
targeting and positioning
strategies
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
understanding of the understanding of the the theories from the understanding of the understanding of the
MKT600/MKTG6002_Assessment2_Marketing Plan Page 5 of 7
20% theories from the theories from the subject. theories from the theories from the
subject. subject.
Description of at least
subject. subject.
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.
Some efforts to
provided. provided.
No efforts to Very little efforts to substantiate the target Target market has Target market has been
substantiate the substantiate the target market. been substantiate. substantiated
target market. market.
A good value proposition A well-stated value
comprehensively.
Value proposition is A satisfactory value differentiating the proposition A sophisticated value
vague. proposition provided. business from the differentiating the proposition
competitors. business from the differentiating the
Little or no A satisfactory competitors. business from the
justification of the justification of the A good justification of competitors.
positioning strategy positioning strategy the positioning strategy A very good
reflecting little or no reflecting the links to reflecting the links to the justification of the Comprehensive
link to the entire the entire analysis. entire analysis. positioning strategy justification of the
analysis. reflecting the links to positioning strategy
The strategy for The strategy for the entire analysis. reflecting the links to
The strategy for competitive advantage competitive advantage is the entire analysis.
competitive advantage is satisfactory. sensible. The strategy for
doesnt make sense. competitive advantage The strategy for
is sensible. competitive advantage
is sensible and well
argued.
Limited synthesis and Demonstrated analysis Well-developed analysis Thoroughly developed and Highly sophisticated and
Critically evaluates analysis. and synthesis of new and synthesis of new with creative analysis of new creative analysis of new
the impact of the with existing existing knowledge in with existing knowledge with existing knowledge
application of Strategy ideas knowledge in evaluating the application and synthesis in in evaluating the
MKT600/MKTG6002_Assessment2_Marketing Plan Page 6 of 7
marketing mix (the
4Ps/7ps of marketing) to
stakeholders
presented fail to evaluating the of marketing mix to the evaluating the application of marketing
have a foundation in application of target market. application of marketing mix to the target market.
the market analysis. marketing mix to the mix to the target market.
30% target market. Presents interesting Presents and
strategy ideas that have Presents and succinctly succinctly discusses
Presents strategy ideas a good foundation in the discusses sensible & concise, sensible &
Marketing mix that have a foundation market analysis. interesting strategy interesting strategy
variables have not in the market analysis. ideas that have a very ideas that have a solid
been outlined good foundation in the foundation in the
clearly.
Marketing mix Marketing mix variables
market analysis. market analysis.
variables have been have been outlined. Marketing mix
outlined. However, However, they reflect Marketing mix variables reflect core
they do not reflect the unclear connection to variables reflect core marketing strategies
link to the core the core strategies. marketing strategies to to form one intact
strategies. form one intact strategy.
strategy.
Demonstrates limited Demonstrates adequate Demonstrates consistent Demonstrates an Consistently
Formulates effective awareness of context awareness of context awareness of context advanced and integrated demonstrates a
and innovative and/or purpose of the and/or purpose of the and/or purpose of the understanding of context systematic and critical
recommendations assignment and/or the assignment and/or the assignment and/or the and/or purpose of the understanding of context
that are justifiable specific clients need. specific clients need. specific clients need. assignment and/or the and purpose of the
specific clients need. assignment and/or the
20 % Fails to provide Provides standard, Provides good specific clients need.
recommendations that straightforward or recommendations that Provides advanced
are reasonable and/or obvious reflect skilful analysis and recommendations Provides expert
applicable to the recommendations only. some original thinking. that reflect well recommendations that
organisation. developed analysis reflect sophisticated
and original thinking. analysis, original thinking
and creativity.
MKT600/MKTG6002 _Assessment2_Marketing Plan Page 7 of 7
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