MKTG6002/MKT600 Marketing Recording Business Transactions MG412 Principles of Marketing MED201 Menu Engineering and Design UCBS7…

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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 andprinciples and appropriate research process to collect,store and use of data to generate customer insights;
b)
Critically evaluate customer needs to create value forcustomers by deploying the resources of the organisationin best possible ways;
c)
Critically evaluate the impact of an organisation’s marketingmix 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: 55pm (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 businesspractices;• To develop a succinct understanding about marketing theories and their application indevising 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 marketingstrategies 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 insightsdeveloped in the marketing subject to develop effective marketing strategies for a business, aproduct or a brand. Students are required to develop a complete marketing plan for their chosenorganisation’s product or the brand which they worked in the Assessment 1. The emphasis withinthis assessment should be placed on expanding various steps as recommended in the marketingplan template while the current marketing situation and threats and opportunities analysis to bebriefly discussed by summarising the discussion from the assessment 1.MKT600/ MKTG6002 _Assessment2_Marketing Plan Page 1 of 7Linkages between Assessments 1 and 2:This assessment builds on the assessment 1 therefore you should continue to work on thesame organisation. In assessment 1 you have addressed two (i.e. current marketing situationand threats and opportunity analysis) out of the eight steps of a marketing plan. In thisassessment you are required to develop a complete marketing plan for a product or a brandof your chosen organisation. Since the assessment 1 and 2 are interrelated so students in anysituation 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. Thisassessment task requires you to expand the remaining steps of the marketing plan to:• Articulate your learning about marketing theories, concepts and principles covered inthe course to demonstrate your level of understanding of them to develop amarketingplan;• 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. Youshould 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 onreferencing here: https://library.torrens.edu.au/academicskills/apa/toolScenario:This assessment requires you to act like a consultant to help an organisation develop a winningmarketing strategy that intends to introduce a new product or expand its business/markets.Tasks:This assessment builds on the previous assessment, Situation Analysis of your chosenorganisation that you undertook in the assessment one. Therefore, you need to revisit yourassessment 1 and the feedback from your facilitator. Address the concerns, if there is any,indicated for your attention while summarising the discussion from the assessment 1 for thecurrent market situation and the opportunities and threats sections for your marketing plan(i.e., assessment 2). Then, develop a complete marketing plan for this assessment: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 thatanswer What will be done? When will be done? Who will do it? and How much will itcost (budget)? and controls.MKT600/MKTG6002_Assessment2_Marketing Plan Page 2 of 7To 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 fromthe assessment 1) and suggest appropriate marketing mix strategies:c. Product – define the product attributes/features to reflect your value propositionsYou are advised to review the threes levels that are accompanied with a product and discussproduct line and mix strategies;d. Pricing – describe the pricing strategy (cost-based, value-based and competition) that youwould recommend to the senior management of the organisation and justify your choice;e. Distribution – outline the distribution strategies, you should discuss a specific distributionstrategy (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., pullvs. 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 andobjectives and/or value proposition, the organisation’s mission and vision.g. Action programmes – explain how marketing strategies will be turned into specificaction programmes.h. Budget – provide a supporting marketing budget which is essentially a projected profitand loss statement.i. Control – outline the controls that will be used to monitor the progress.Submission Instructions:Submit your assignment via the Assessment two link in the main navigation menu in the Blackboard inMKT600/MKTG6002. Your Learning Facilitator will announce the specific due day, date and time for thesubmission. Please review the TUA overdue policy described in page 5, that applies a 10%deduction/day up to five days and then 0, through the link copied below:https://laureateaus.sharepoint.com/sites/MyTorrens/Shared%20Documents/Forms/Policies_Filter.aspx?id=%2Fsites%2FMyTorrens%2FShared%20Documents%2FPolicies%2Fassessment%20policy%20for%20he%20coursework%20and%20elicos%5Fpl%5Ftua%5Fac%2Epdf&parent=%2Fsites%2FMyTorrens%2FShared%20Documents%2FPolicies&p=true&originalPath=aHR0cHM6Ly9sYXVyZWF0ZWF1cy5zaGFyZXBvaW50LmNvbS86Yjovcy9NeVRvcnJlbnMvRWFLY2xTM28tUHBOa25uX2ZQV2Z6c2NCRzJFSVI0OXJ0amxjYlF5bGZDYjl0dz9ydGltZT1pWEF5NDdrLTJVZwMKT600/MKTG6002 _Assessment2_Marketing Plan Page 3 of 7Learning 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 betweenassertion of personalopinion and informationsubstantiated by robustevidence from the
Systematically and critically
Evaluation ofinformation gatheredto support themarketing 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 andemotion. Informationtaken from reliablesources but without acomprehensiveanalysis 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 capacityto explain and apply relevantconcepts.
Research/course materials
research/course materials
from the research/course
sources and extended
and extended reading.
materials.
reading.Information is taken from20+ sources with a welldemonstrated capacity toexplain and apply relevantconcepts.
Information is taken from
Analysis and evaluation do
30+ sources with a high
Viewpoints of experts are
not reflect expert
Demonstrate logical flowsthroughout 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
practices/standards
consistent with Industry
practices/standards
Industry
Industry
20%
practices/standards
practices/standards
practices/standards.
MKT600/MKTG6002_Assessment2_Marketing Plan 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 clientneeds with regards tothe marketsegmentation,targeting and positioningstrategies
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
doesn’t 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 (the4Ps/7ps of marketing) tostakeholders
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 client’s need.
specific client’s need.
specific client’s need.
assignment and/or the
and purpose of the
specific client’s need.
assignment and/or the
20 %
Fails to provide
Provides standard,
Provides good
specific client’s 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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