ASSESSMENT 2 BRIEF
Subject Code and Title ENT203 Marketing for Entrepreneurship
Assessment Case Study Analysis
Length 1500 words (-/+ 10%)
Learning Outcomes The Subject Learning Outcomes demonstrated by successful completion of the task below include:
a) Compare, contrast and select effective methods for engaging customers in relevant markets.
b) Undertake market research and testing to determine engagement opportunities while maximising the use of scarce resources.
Submission Due by 11:55pm AEST Sunday of Module 3.2.
Total Marks 100 marks
In pairs, analyse a marketing case study in 1500 words to demonstrate your understanding of the theories and practice that you have studied in this course so far.
Please refer to the Task Instructions for details on how to complete this task.
To be successful in marketing their business venture, entrepreneurs need to use modern cost-efficient strategies to research the market and build an effective brand, including using social media and modern mobile marketing strategies. Testing your brand and managing a brand in the digital age needs to be conducted with scarce resources, and entrepreneurs need to be aware of trending cost-efficient strategies available to test and determine the best ways to engage customers.
To complete this assessment task, you must:
1. Download the case study in the Assessment Resource folder for this assessment task in Blackboard.
2. Read the case study thoroughly and consider the following points:
a. The appropriateness of the chosen strategies.
b. The value of the strategies to build the brand.
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c. Any ethical or potentially unethical behaviour you identified in the case study, and any impact of that behaviour.
d. How social media is, or is not, used as an effective tool for consumers to ‘evaluate’ and ‘advocate’.
e. How the brand is tested across the strategies used.
2. Write an analysis responding to the above points and the following question: a. How did the entrepreneur use marketing strategies to assist with market analysis and building a brand?
Please note the following additional information:
· Each member of the group is required to work in collaboration and contribute equally to the assessment task.
· You should adhere to the correct use of academic writing, presentation and grammar.
· You are advised to include a minimum of 5 academic references which should be textbooks or academic journals. Appropriate websites may be used in addition to these.
· It is important to check the Similarity Report for your assessment task in Turnitin before submitting it in Blackboard. All highlighted sentences must be either paraphrased in your own words or put in quotes and referenced accordingly.
· For additional support on academic skills, please visit: https://laureate
au.blackboard.com/webapps/blackboard/content/listContent.jsp?courseid=201631&con tent id= 2498849 1
It is essential that you use appropriate APA 6th ed. style for citing and referencing research. Please comply with all academic standards of legibility, referencing and bibliographical details (including reference list). Please see more information on referencing here http://library.laureate.net.au/researchskills/referencing
Submit your Case Study Analysis assessment via the Assessment link in the main navigation menu in ENT203 Marketing for Entrepreneurship.
Your learning facilitator will provide feedback via the Grade Centre in the LMS portal. Feedback can be viewed in My Grades.
The below learning rubric guides the marker when awarding marks for your Case Study Analysis. You should use this rubric to review your assessment task prior to submission, ensuring there is nothing you have missed.
Assessment Attributes Fail (Unacceptable)
75 -84% High Distinction
Knowledge and Analysis demonstrates a Analysis demonstrates a Analysis demonstrates a Analysis demonstrates a Analysis demonstrates a
understanding of cost limited understanding of general knowledge or thorough knowledge or highly developed critical and comprehensive
effective primary and required concepts and understanding of cost understanding of cost understanding of cost understanding of cost
secondary research knowledge effective primary and effective primary and effective primary and effective primary and
strategies, establishing secondary research secondary research secondary research secondary research
and marketing a brand, social media and mobile Key components of the assignment are not strategies, establishing and marketing a brand, social strategies, establishing and marketing a brand, social strategies, establishing and marketing a brand, social strategies, establishing and marketing a brand, social
strategies to test the addressed. media and mobile media and mobile strategies media and mobile media and mobile
market. strategies to test the market. to test the market. strategies to test the market. strategies to test the market.
Supports personal opinion
Often confuses assertion of and information Discriminates between Systematically and critically
40% personal opinion with substantiated by evidence assertion of personal discriminates between
information substantiated from the research/subject opinion and information assertion of personal
by evidence from the research/subject materials. materials.
Demonstrates a capacity to explain and apply relevant concepts. substantiated by robust evidence from the research/subject materials and extended reading. opinion and information substantiated by robust evidence from the research/subject materials and extended reading.
Well demonstrated capacity to explain and apply relevant concepts. Well demonstrated capacity to explain and apply relevant concepts to new situations/further learning.
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Analysis and application Limited analysis and Demonstrated analysis and Well-developed analysis and Thoroughly developed and Highly critical and creative
of theory and application. Explains application of new application of new creative analysis and analysis, application of new
knowledge around rather than analyses knowledge based on theory knowledge based on theory application of new with existing knowledge
research methods, brand, social media and based on theory and practice of research and practice of research methods, brand, social and practice of research methods, brand, social media knowledge based on theory and practice of research based on theory and practice of research
mobile strategies for methods, brand, social media and mobile and mobile strategies in methods, brand, social methods, brand, social
entrepreneurs. media and mobile strategies in entrepreneurship. media and mobile media and mobile
strategies in entrepreneurship. strategies in strategies in
entrepreneurship. Shows the ability to Shows well-developed ability to interpret relevant entrepreneurship. entrepreneurship.
30% interpret relevant
information and literature. information and literature. Shows high ability to interpret relevant information and literature. Shows innovative and insightful ability to interpret relevant information and literature.
Effective Difficult to understand for Information, arguments and Information, arguments and Information, arguments and The presentation is logical,
Communication to explain reasoning for decision-making around audience, no logical/clear structure, poor flow of ideas, argument lacks evidence are presented in a way that is not always clear and logical. evidence are well presented, mostly clear flow of ideas and arguments. evidence are very well presented; the presentation is logical, clear and well persuasive, and well supported by evidence, demonstrating a clear flow
analysis of the case study. supporting evidence. Line of reasoning is often Line of reasoning is easy to supported by evidence. of ideas and arguments.
Audience cannot follow the line of reasoning. difficult to follow. follow. Engages and sustains audience’s interest in the topic.
Excellent flow of
information, coherent and persuasive.
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References and correct Demonstrates Demonstrates use of Demonstrates use of credible Demonstrates use of good Demonstrates use of high
citation of key inconsistent use of good credible and relevant and relevant resources to quality, credible and quality, credible and
resources. quality, credible and relevant resources to resources to support and develop ideas, but these support and develop ideas, which are usually explicit relevant resources to support and develop relevant resources to support and develop
support and develop ideas. are not always explicit or well developed. and/or well-developed. arguments and statements. arguments and position statements.
Includes in-text citations and Includes in-text citations
Does not include correct Attempts to include references from suitable and references from Shows evidence of wide
references or in-text references or in-text sources; uses APA 6th ed. suitable sources; uses APA scope for sourcing
citations; does not use citations; however, these style, however may contain 6th ed. style, containing evidence.
10% APA 6th ed. style. are sometimes insufficient or incorrect; uses APA 6th ed. style, however may contain some citation or referencing errors. minor citation or referencing errors. minimal and or no errors. Includes in-text citations and references from suitable sources; uses APA 6th ed. style, containing no errors.
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