3000 words marketing plan for marketing subject. this assignment build on previous assignment. i will attach to you the previous work and the brief for this work.i have to stay with the same organization i have chosen in the first assignment so please stay with same organization as i must to.this work worth 50 mark so please do your best to get me the best you can because this work 75%of the subject pass.i have to provide 18-20 apa valid references.please follow the brief im attaching to you as this work must meet the brief requirements and because the lecturer very restrict so please make sure to provide everything right and the best you can as i said this work worth 50 nark. also please make sure that the refrences are valid thanks.
ASSESSMENT 2 BRIEF
Subject Code and Title MKTG6002/MKT600 Marketing
Assessment Assessment 2: Marketing Plan
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;
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 organisation’s marketing
mix strategies on its stakeholders.
Submission Due 23:59 (AEST/AEDT) on Friday by the end of Module 5 in Week 10
Total Marks 50 marks
To enhance a clear understanding of the importance of marketing in modern business
· 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, product or the brand which they worked within the assessment one. 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 drawing from the assessment one.
MKT600_Assessment2_Marketing Plan Page 1 of 7
Linkages between Assessments 1 and 2:
This assessment is the continuation of the assessment 1. In assessment 1 students addressed two (i.e. current marketing situation and threats and opportunity analysis) out of the eight steps of a marketing plan. In this assessment students are required to develop a complete marketing plan for an organisation, a 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, product or the brand that they chose in the assessment one.
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 so far to demonstrate your level of understanding of them;
· Analyse the link between marketing theories and practices;
· Demonstrate an acceptable level of research skills to reveal the insights;
· Apply appropriate business report writing skills;
· Use the appropriate in text citation nd a reference list in 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: http://library.laureate.net.au/research skills/referencing
· Demonstrate a logical flow and cohesiveness in the analysis and discussion.
This assessment requires you to act like a consultant to help an organisation develop a winning marketing strategy that wants to introduce a new product or expand its business/markets.
This part of the assessment is a follow-up to the Situation Analysis that you provided in assessment one. Therefore, you need to revisit 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. Targeting and positioning as well as marketing 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_Assessment2_Marketing Plan Page 2 of 7
To start this task.
2. Outline the following marketing mix variables:
a. Define clearly the value proposition of your chosen business, product or the brand;
b. Critically evaluate the businesss situation (provide a summary of SWOT/TOWS analysis 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 accompained with a product and discuss
product line and mix strategies;
d. Pricing – describe the pricing strategy (e.g., break-even, mark up) that you would
recommend to the senior management of the organisation and justify your choice;
e. Distribution – outline the distribution strategies you would recommend (i.e., intesive, selective and exclusive). You also need to discuss channel strategies (i.e., direct and/or indirect, channel levels - single vs. multiple);
Promotion – outline 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 value proposition as well as the organisations mission, vision and objectives.
Submit your assignment via the Assessment two link in the main navigation menu in the Blackboard in MKT600 by the end of the Module 5 on Friday in week 10. 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:
southeast-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-content-type=application%2Fpdf&X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz-Date=20190420T020849Z&X-Amz-SignedHeaders=host&X-Amz-Expires=21600&X-Amz-Credential=AKIAIW5OVFIUOTV36DNA%2F20190420%2Fap-southeast-2%2Fs3%2Faws4_request&X-Amz-Signature=43e06ce9d0c1a38ba5e189c2c7c1e7510afe6a62311985d4e454f15e8b9d1a63
MKT600_Assessment2_Marketing Plan Page 3 of 7
Learning Rubric: Assessment 2
Attributes Fail (Unacceptable)
75 -84% High Distinction
Evaluation of information gathered to support the marketing plan
10% Limited understanding of key concepts required to support discussion
Confuses logic and emotion. Information taken from reliable sources but without a comprehensive
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+
with a demonstratablecapacity to explain and apply relevant concepts.
Demonstrate logical flows throughout the discussion. Differentiaates between assertion of personal opinion and information substantiated by robust evidence from the
Research/course materials sources 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.
Logical and Compelling Report Structure
20% Report structure/format was not consistent with Industry practices/standards Report structure/format was professional and original and was adequately consistent with Industry practices/standards Report structure/format was professional, original and consistent with Industry practices/standards Report structure/format was very professional, original and consistent with Industry practices/standards Report structure/format was highly professional, original and consistent with Industry practices/standards.
MKT600_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. Developed well organised. Developed organised from beginning to end. organised and orderly from beginning to end. The report was expertly organised and orderly from beginning to end.
ideas/recommendations ideas/recommendations Developed specific Developed specific
with poor examples, data, and/or experiences.
Poorly constructed with adequate examples, data, and/or experiences.
Reference List provided and ideas/recommendations with good supporting examples, data, and/or experiences. ideas/recommendations in depth with appropriate supporting examples, data, and/or experiences. Developed specific ideas/recommendations in depth with strong and 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 guidelines for referencing. in-report citations of sources provided and a variety of sources accessed in research meeting APA guidelines for referencing. A well-constructed
Reference List provided and in-report Citations of sources provided and a wide variety of sources accessed in research meeting APA guidelines for referencing.
Critically evaluates client Superficially Fairly evaluates and Adequately evaluates Thoroughly evaluates Critically evaluates and
needs with regards to evaluates and justifies the selection of and justifies the and justifies the justifies the selection
the market justifies the selection target market selection of target selection of target of target market
targeting and positioning of target market demonstrating no demonstrating a satisfactory market demonstrating a good understanding of market demonstrating a very good demonstrating excellent
strategies understanding of the understanding of the the theories from the understanding of the understanding of the
MKT600_Assessment2_Marketing Plan Page 5 of 7
20% theories from the subject.
Description of market segments not provided.
No efforts to substantiate the target market.
Value proposition is vague.
Little or no justification of the positioning strategy reflecting little or no link to the entire analysis.
The strategy for competitive advantage doesn’t make sense. theories from the subject.
Description of at least one market segments provided.
Very little efforts to substantiate the target market.
A satisfactory value proposition provided.
A satisfactory justification of the positioning strategy reflecting the links to the entire analysis.
The strategy for competitive advantage is satisfactory. subject.
Description of at least two market segments provided.
Some efforts to substantiate the target market.
A good value proposition differentiating the business from the competitors.
A good justification of the positioning strategy reflecting the links to the entire analysis.
The strategy for
competitive advantage is sensible. theories from the subject.
Description of at least three market segments provided.
Target market has
A well-stated value proposition differentiating the business from the competitors.
A very good justification of the positioning strategy reflecting the links to the entire analysis.
The strategy for competitive advantage is sensible. theories from the subject.
Description of three or more market segments provided.
Target market has been substantiated comprehensively.
A sophisticated value proposition differentiating the business from the competitors.
Comprehensive justification of the positioning strategy reflecting the links to the entire analysis.
The strategy for competitive advantage is sensible and well argued.
the impact of the application of Limited synthesis and analysis.
Strategy ideas Demonstrated analysis and synthesis of new with existing knowledge in Well-developed analysis and synthesis of new with existing knowledge in evaluating the application Thoroughly developed and creative analysis of new with existing knowledge and synthesis in Highly sophisticated and creative analysis of new with existing knowledge in evaluating the
marketing mix (the
4Ps/7ps of marketing) to stakeholders
30% presented fail to have a foundation in the market analysis.
Marketing mix variables have not been outlined clearly. evaluating the application of marketing mix to the target market.
Presents strategy ideas that have a foundation in the market analysis.
Marketing mix variables have been outlined. However, they do not reflect the link to the core strategies. of marketing mix to the target market.
Presents interesting strategy ideas that have a good foundation in the market analysis.
Marketing mix variables have been outlined. However, they reflect unclear connection to the core strategies. evaluating the
application of marketing mix to the target market.
Presents and succinctly discusses sensible & interesting strategy ideas that have a very good foundation in the market analysis.
Marketing mix variables reflect core marketing strategies to form one intact strategy. application of marketing mix to the target market.
succinctly discusses concise, sensible & interesting strategy ideas that have a solid foundation in the market analysis.
Marketing mix variables reflect core marketing strategies to form one intact 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 specific client’s need. and purpose of the assignment and/or the
20 % Fails to provide
recommendations that Provides standard, straightforward or Provides good
recommendations that Provides advanced specific client’s need.
are reasonable and/or obvious reflect skilful analysis and recommendations Provides expert
applicable to the organisation. recommendations only. some original thinking. that reflect well developed analysis and original thinking. recommendations that reflect sophisticated analysis, original thinking and creativity.