MKT600_Assessment 1_Case Study Report Page 1 of 6
Objectives:
• To enhance a clear understanding of the importance of marketing in modern business
and to provide a grasp of effective contemporary marketing practices;
• To provide a theoretical overview of marketing theory and practical application of
innovative marketing strategies;
• To critically analyse all relevant factors affecting the exchange process.
How the assessment fits into the subject/course:
Marketing in the 21st Century has drastically evolved and is a critical component
of business administration. The design of marketing plans is integral to business
organisation and the assessment for this subject aims to provide students with
the opportunity to apply the knowledge of developing effective marketing
strategies. This assessment requires the students to analyse market trends
before developing a marketing strategy. There is a short scenario for students to
address the assessment tasks.
| ASSESSMENT 1 BRIEF | |
| Subject Code and Title | MKT600 Marketing |
| Assessment | Assessment 1: Research Case Study Report |
| Individual/Group | Individual |
| Length | Up to 2500 words |
| Learning Outcomes T | This assessment addresses the following subject learning outcomes: a) Identify and evaluate key theories and principles of practical marketing strategies b) Critically evaluate client needs with regard to the creation of value for the organisation c) Critically evaluate the impact of the application of the marketing mix to the target market |
| Submission | Due 23:59 (AEST/AEDT) Friday end of Module 3 (week 6) |
| Weighting | 40% |
| Total Marks | 40 marks |
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Linkages between Assessments 1 and 2:
Assessment 1 requires students to create a case study and review marketing plans.
Specifically, assessment 1 requires students to establish the context through analysing
market trends. Assessment 2 requires students to devise a marketing plan of products
or services offered by their own organisation and to consider how the marketing plan
will add value to their organisation.
Instructions:
This assessment task requires you to develop a Marketing Environmental Analysis. A
Marketing Environmental Analysis of the microenvironment and macro environment is key
to understanding the possible impact of any external local, national or international factors
on a small business. These factors tend to be outside a business owner’s direct control,
however, as you have seen, business and marketing strategies can be modified to take
advantage of the opportunities they present while also minimising any potential threats.
Therefore, in this assessment task you will need to:
• Demonstrate your learning about marketing concepts and principles covered so far
and allow yourself to demonstrate your level of understanding of them.
• Analyse the link between marketing practice and marketing theory
• Demonstrate research skills to reveal the insights
• Apply appropriate business report writing skills
• Use the appropriate citation of references and a reference list in your written work. It is
essential that you use the appropriate APA style for citing and referencing research.
Please see more information on referencing here:
http://library.laureate.net.au/research_skills/referencing
• Practise aligning strategies to your market analysis
Scenario:
Donald B is a chocolate product maker and owns two stores in Melbourne. He wants to
grow his brand nationally and internationally and compete with larger rivals producing
cocoa product, confectionery, crystallised or glazed fruit, drinking chocolate, liquorice,
marshmallow, candied nut, candied popcorn, etc. He has also considered selling through
Coles and Woolworths, Aldi options or creating high-end specialty stores.
Tasks:
You will be writing a report for Donald’s company. For this assessment, your report
should contain the following elements:
1. Discuss the buyer behaviour in relation to chocolate products
2. Analyse the microenvironment (the relevant publics, the suppliers and the marketing
MKT600_Assessment 1_Case Study Report Page 3 of 6
intermediaries).
3. Summarise the likely competitors, what they offer and who they seem to target
4. Analyse the macro environment. What are the society-wide influences on
chocolate products? Are there demographic, economic, natural, technological,
political, or cultural trends that have, or will, affect fast food consumption?
Note: Take the time to find good quality references to support your ideas, suggestions and
explanations using marketing theory in your report. Use headings/sub-headings, as you
must write a formal document.
Submission Instructions:
Submit your assessment via the Assessment link in the main navigation menu in MKT600 by
the end of Module 3.
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Learning Rubric: Assessment 1
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Write My Essay For Me| Assessment Attributes |
Fail (Unacceptable) 0-49% |
Pass (Functional) 50-64% |
Credit (Proficient) 65-74% |
Distinction (Advanced) 75 -84% |
High Distinction (Exceptional) 85-100% |
| Evaluation of information selected to support the case study 15% |
Limited understanding of key concepts required to support discussion Confuses logic and emotion. Information taken from reliable sources but without a coherent analysis or synthesis. Viewpoints of experts are taken as fact with little questioning. |
Resembles a recall or summary of key ideas. Often conflates/confuses assertion of personal opinion with information substantiated by evidence from the research/course materials. Analysis and evaluation do not reflect expert judgement, intellectual independence, rigor and adaptability. |
Supports personal opinion and information substantiated by evidence from the research/course materials. Information is taken from 15+ sources with a demonstrates a capacity to explain and apply relevant concepts. Identify logical flaws. Questions viewpoints of experts. |
Discriminates between assertion of personal opinion and information substantiated by robust evidence from the research/course materials and extended reading. Information is taken from 20+ sources with a well demonstrated capacity to explain and apply relevant concepts. Viewpoint of experts are subject to questioning. Analysis and evaluation reflect growing judgement, intellectual independence, rigor and adaptability. |
Systematically and critically discriminates between assertion of personal opinion and information substantiated by robust evidence from the research/course materials and extended reading. Information is taken from 30+ sources with a high level of interpretation/evaluation to develop a comprehensive critical analysis or synthesis. Identifies gaps in knowledge. Exhibits intellectual independence, rigor, good judgement and adaptability. |
| Effective Communication 20% |
Difficult to understand for audience, no logical/clear structure, poor flow of ideas, argument lacks supporting evidence. |
Information, arguments and evidence are presented in a way that is not always clear and logical. |
Information, arguments and evidence are well presented, mostly clear flow of ideas and arguments. |
Information, arguments and evidence are very well presented; the report is logical, clear and well supported by evidence. |
Expertly presented; the report is logical, persuasive, and well supported by evidence, demonstrating a |
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| Audience cannot follow the line of reasoning. Demonstrates inconsistent use of good quality, credible and relevant resources to support and develop ideas. |
Line of reasoning is often difficult to follow. Demonstrates use of credible and relevant resources to support and develop ideas, but these are not always explicit or well developed. |
Line of reasoning is easy to follow. Demonstrates use of high quality, credible and relevant resources to support and develop ideas. |
Demonstrates cultural sensitivity. Demonstrates use of good quality, credible and relevant resources to support and develop arguments and statements. Shows evidence of wide scope within the organisation for sourcing evidence. |
clear flow of ideas and arguments. Engages and sustains audience’s interest in the topic, demonstrates high levels of cultural sensitivity Demonstrates use of high quality, credible and relevant resources to support and develop arguments and position statements. Shows evidence of wide scope within and without the organisation for sourcing evidence Effective use of diverse presentation aids, including graphics and multi-media. |
|
| Critically evaluates client needs with regard to Microenvironment actors – Suppliers, intermediaries, publics 20% |
Does not display an understanding of the Microenvironment (intermediaries, suppliers, publics). Sensible challenges are not presented. |
Some relevant suppliers, intermediaries and publics are identified. Some potential challenges are identified. |
Relevant suppliers, intermediaries and publics are mostly identified. Potential challenges are mostly identified. |
Thorough review of relevant suppliers, intermediaries and publics. Good discussion of potential challenges, supported by sound arguments and/or good sources. |
Systematically and critically reviews relevant suppliers, intermediaries and publics. Systematically and critically discusses potential challenges, supported by sound |
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| arguments and/or good sources. |
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| Critically evaluates client needs with regard to Microenvironment actors – Competitors and customer behaviour 20% |
Superficial review of competitors. No or little consideration of indirect competitors. Does not relate discussion to buyer behaviour. |
A satisfactory range of direct and indirect competitors is described. Satisfactory discussion of buyer behaviour. |
A good range of direct and indirect competitors is described. Good discussion of buyer behaviour. |
Thorough research into a range of direct and indirect competitors. Thorough discussion of related buyer behaviour. |
Critically researches into a range of the most important direct and indirect competitors. Critical discussion of related buyer behaviour. |
| Critically evaluates client needs with regard to Macro environment 25% |
Discussion is not relevant to client needs – superficial or general discussion of macro environmental factors. Does not show understanding of relevant concepts. |
Some relevant macro environmental factors discussed demonstrating some understanding of the concepts covered. |
Mostly relevant macro environmental factors discussed demonstrating a good understanding of the concepts covered. |
Good discussion of trends and events in the macro-environment that are relevant to client needs and are mostly supported by the concepts covered. . |
Critically discusses trends and events in the macro-environment that are relevant to the clients needs. Discussions are supported by the concepts covered. |
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