Assessment task 1 - Reflection
Due date: Week 6
Weighting: 20%
Length and/or format: 1000 words
Purpose: To assess students’ understanding of the basic concepts of marketing. This will also assist the lecturer-in-charge and tutors to assess students’ written communication skills, and assist those who might need extra support in this area.
Learning outcomes assessed: 1, 2 & 5
How to submit: In the box marked ‘MKTG100’ at the reception of the School of Business no later than 4:00 PM
Return of assignment: Two weeks after the assignments have been submitted.
Assessment criteria: The rubric is provided in the appendix of this outline.
Assessment task 2 – Marketing analysis
Working as a team of 3-4, students will be required to demonstrate the key concepts learned in the lectures by writing a report that brings together their critical thinking skills to show how those concepts are applied in the current business environment
Due date: Week 11 @ 4:00PM
Weighting: 30%
Length and/or format: 1500 words
Purpose: To assess students’ ability to pull together the key concepts and
theories learnt, in a way that allows them to be creative and innovative within a group environment.
Learning outcomes assessed: 1, 2, 4, and 5
How to submit: In the box marked ‘MKTG100’ at the reception of the School of
Business no later than 4:00 PM
Return of assignment: Marked assignments with feedback will be returned to students two weeks after the assignments have been submitted.
Assessment criteria: Assignments will be assessed based on the rubric in the appendix of this unit
Assessment task 3 – Final exam
A closed-book final exam based on materials taught throughout the semester during the final central examination period.
Due date: Final examination period
Weighting: 50%
Purpose: To assess students’ ability to demonstrate that they understand the
key concepts and theories and applications of marketing.
Learning outcomes assessed: 1, 2, 3, 4
REFERENCING
This Unit requires you to use Harvard referencing. See the Office of Student Success Academic Referencing site (http://students.acu.edu.au/372506) for details.
ACU POLICIES AND REGULATIONS
It is your responsibility to read and familiarise yourself with ACU policies and regulations, including regulations on examinations; review and appeals; acceptable use of IT facilities; and conduct and responsibilities. These are in the ACU Handbook, which is available in the Library or on the ACU website at http://www.acu.edu.au/142401.
The Unit Outline Resources page (http://students.acu.edu.au/241467) is a good starting point.
Assessment Policy and Procedures
You must read the Assessment Policy and Assessment Procedures in the University Handbook: they include rules on deadlines; penalties for late submission; extensions; and special consideration (http://students.acu.edu.au/173401). If you have any queries on Assessment Policy, please see your Lecturer in Charge.
Grading Descriptors for the unit are detailed in section 7.3 of the 2015 Academic Regulations (available at https://students.acu.edu.au/640897).
Academic integrity
You have the responsibility to submit only work which is your own, or which properly acknowledges the thoughts, ideas, findings and/or work of others. The Framework for Academic Integrity and the Academic Honesty Policy are available at https://students.acu.edu.au/640585.
Please read them, and note in particular that plagiarism, collusion and recycling of assignments are not acceptable. Penalties for academic dishonesty can vary in severity, and can include being excluded from the course.
Turnitin
The ‘Turnitin’ application (a text-matching tool) will be used in this unit, in order to enable:
• students to improve their academic writing by identifying possible areas of poor citation and referencing in their written work; and
• teaching staff to identify areas of possible plagiarism in students’ written work.
While Turnitin can help in identifying problems with plagiarism, avoiding plagiarism is more important. Information on avoiding plagiarism is available at http://students.acu.edu.au/49758.
For any assignment that has been created to allow submission through Turnitin (check the Assignment submission details for each assessment task), you should submit your draft well in advance of the due date (ideally, several days before) to ensure that you have time to work on any issues identified by Turnitin. On the assignment due date, lecturers will have access to your final submission, and the Turnitin Originality Report.
STUDENT SUPPORT
If you are experiencing difficulties with learning, life issues or pastoral/spiritual concerns, or have a disability/medical condition which may impact on your studies, you are advised to notify your Lecturer in Charge, Course Coordinator and/or one of the services listed below as soon as possible. For all aspects of support please contact the Office of Student Success.
• Academic Skills offers a variety of services, including workshops (on topics such as assignment writing, time management, reading strategies, referencing), drop-in sessions, group appointments and individual consultations. It has a 24-hour online booking system for individual or group consultations.
• Campus Ministry offers pastoral care, spiritual leadership and opportunities for you to be involved with community projects.
• The Career Development Service can assist you with finding employment, preparing a resume and employment application and preparing for interviews.
• The Student Advocacy Service is an information, advice and referral service.
• The Counselling Service is a free, voluntary, confidential and non-judgmental service open to all students and staffed by qualified social workers or registered psychologists.
• Equity and Disability can assist you if you need educational adjustments because of a disability or chronic medical condition; please contact them as early as possible.
• Indigenous Units on each campus provide information and support for students.
The Unit Outline Resources web page (http://students.acu.edu.au/241467) provides links for each service.
ONLINE RESOURCES AND TECHNOLOGY REQUIREMENTS
The LEO page for this unit contains further readings/ discussion forums.
TEXTS AND REFERENCES:
Required text(s)
Grewal D, Levy M, Mathews S, Harrigan P. & Bucic T 2015, Marketing, McGraw-Hill, Australia
Recommended references
Armstrong G & Kotler P 2012, Principles of marketing, 14th edn, Pearson Education, London.
Armstrong G, Adam S, Denize S & Kotler P 2012, Principles of marketing, Pearson Education Australia, Melbourne.
Brassington F & Pettitt S 2013, Essentials of marketing, Pearson Education. London.
Elliott G, Rundle-Thiele S & Waller D 2012, Marketing, Wiley, Australia, Milton.
Lamb C, Hair JF jnr, McDaniel C, Summers J & Gardiner M 2013, MKTG, Asia Pacific Edition, Cengage Learning, Melbourne.
Pride WM, Ferrell OC, Lukas BA, Schembri S & Niininen S 2012, Marketing principles: Asia Pacific edition, Cengage Learning Australia, Melbourne.
Solomon MR, Hughes A, Chitty B, Fripp G, Marshall GW & Stuart EW 2011, Marketing 2: real people, real choices, Pearson Education Australia, Sydney.
APPENDICES
Reflective Paper Marking Guide
Student Name……………………………………………………………………………….ID#...........................................................
Topic Fail 50 Pass 50-64 Credit 65-74 Distinction/ HD 75+ Max Mark Actual
Critical thinking and creativity Misunderstands key concepts. Significant errors in content, interpretation of the material. Reflection not relevant to material. Understands key concepts but is unable to draw inferences. Information presented has some errors. Understands key concepts and draws valid inferences. Articulately reflects ideas, opinion, and alternate approaches Student understands the depth and breadth of the subject matter fully and all related concepts. Quality of work suggests personal reflection. Work is of exceptional quality
8
Independent research and citations Work appears to have been done quickly with little emphasis on quality. Appears to quote at times but provides no documentation Uses minimal resources from course to complete the assignment. No integration of sources into reflection Selects 1-2 references with limited integration of references into paper Cites 3 or more appropriate sources
to effectively integrate and assimilate material
6
Structure of paper Chaotic, disorganized presentation of material. No support of predictions and inferences. Associate, digressive, elliptical, or circular presentation of ideas. Little support of predictions and inferences. Articulates ideas clearly. Adequate support of predictions and inferences is provided. Demonstrates growth and maturation of ideas. Reflections build integrates marketing concepts Provides exceptional support to predictions and inferences.
4
Grammar, mechanics & reference citation Frequent use of poor grammar, sentence structure, and spelling.
Citations not correct Uses correct grammar yet has some spelling and sentence structure errors. Some citations correct Uses correct grammar and
spelling, yet has some sentence structure errors. Citations generally correct Writes eloquently & free of grammatical, spelling and sentence structure errors. Correct citations 2
TOTAL 20
Marketing Analysis Marking Guide
Student
Name……………………………………………………………………………….ID#....................................
Fail 50 Pass 50-64 Credit 65-74 Distinction/ HD 75+ Max Mark Mark
Obtained
Marketing environment Provides little or no description of the marketing environment and omits implications for the brand. Ignores or does not grasp the significance of information provided. Provides some description of the marketing environment and hints at implications for the brand. Takes into account
all relevant information provided.
Provides good description of the marketing environment and has good understanding of implications for the brand. Takes into account most of the relevant information provided.
Provides a detailed description of the marketing environment and explains clearly the implications for the brand. Takes into account all relevant information provided, and has clearly done extra research.
3
Segmentation strategy Does not segment the market or uses inappropriate segmentation variables.
Segments the market, but does not use the most meaningful variables.
Segments the market mostly based on meaningful, measurable variables but with a few minor exceptions
Segments the market based on meaningful, measurable variables.
5
Targeting strategy Chooses target segment randomly or by intuition only. Provides no
justification for the choice.
Chooses target segment(s) based on reasonable but not necessarily the most suitable criteria for the situation. Provides some justification.
Chooses target
segment(s) based on appropriate criteria for the situation, and provides good level of
justification
Chooses target segment(s) based on the most appropriate criteria for the situation, and provides excellent, clear justification
5
Description of the target customer Provides little or no description of either characteristics or product- and brandrelevant behavior.
Provides adequate descriptions of the most obvious characteristics and product- and brandrelevant behavior.
Provides good, reasonably detailed descriptions of characteristics and product- and brandrelevant behavior. Generally good understanding of the target customer.
Provides detailed descriptions of characteristics and product- and brandrelevant behavior. Clearly understands the target customer.
3
Positioning strategy Fails to identify a positioning strategy or provides a strategy that does not differentiate the brand. Does not include a positioning statement or presents a positioning statement that omits most elements.
Identifies a positioning strategy that responds to obvious aspects of the brand’s situation. Presents a positioning statement that defines the point of difference but may omit one or more other elements.
Identifies and justifies a positioning strategy that is generally appropriate for the situation. Presents a positioning statement that includes reasonable definition of the target segment and benefit, the market category and brand, and point of difference.
Develops and justifies a positioning strategy that is appropriate for the situation. Presents a positioning statement that includes excellent definition of the target segment and benefit, the market category and brand, and point of difference.
5
Marketing tactics Omits brand’s tactics from one or more of the
usual areas. Does not link tactics to positioning strategy.
Includes tactics for each of the usual areas, but links with the positioning strategy are tenuous.
Includes tactics for most of the usual areas that express the positioning strategy.
Includes tactics for all of the usual areas that clearly express the positioning strategy.
6
Relationships Does not focus on brand development and maintenance of customer relationships. Fails to consider longterm implications.
Recognizes the importance of developing and maintaining customer relationships, but does not identify strategies and tactics to facilitate this goal. Good identification of how brand creates value and satisfaction for customers, while capturing value from customers.
Excellent identification of how brand creates value and satisfaction for customers, while capturing value from customers. 3
Total Mark 30