question 1

MKT101A Assessment 1 Brief 20191111 Page 1 of 8

ASSESSMENT 2 BRIEF

Subject Code and Title MKT101A – Marketing Fundamentals

Assessment Marketing Report

Individual/Group Individual

Length 2000 words (+/- 10%)

Learning Outcomes Addressed a) Describe the marketing concept

b) Outline and apply the elements of the marketing

process.

c) Identify and explain the macro and micro

environmental factors impacting the marketing of a

business or industry.

d) Demonstrate an ability to incorporate new trends to

solve marketing problems and apply communication

skills.

Submission By 11:55pm AEST/AEDT Sunday of Module 5.1

Weighting 45%

Total Marks 100 marks

Context

Following from the Assessment 1 brief you need to develop a marketing report for the same
client. The focus of this marketing report is to review and analyse your client’s marketing
strategies. This includes identifying a target market, creating a positioning statement as well
as a marketing mix analysis. Then utilising the information gained from the Assessment 1
situational analysis, combined with applying the marketing principles you have learned in
the subject, develop a concise outline of marketing strategy recommendations to assist your
client in growing the business.

MKT101A Assessment 1 Brief 20191111 Page 2 of 8

Instructions:

Develop a marketing report based on the following sections:

a. Cover Page including:

▪ Business name
▪ Student Identifier (name and number)
▪ Subject code and name
▪ Date of submission
▪ Facilitator name

b. Table of contents

c. Brief introduction

d. Target Market Profile. Develop a target market profile applying two (2) variables for

each of the following segmentation elements: demographic, geographic,
psychographic and behavioural elements. Note: Your business may target more than
one market and if so, focus on what you think is the largest target market.

e. Positioning Statement. Develop a positioning statement for the client highlighting
the values and benefits offered by the brand to consumers. This may be derived
from evaluating the client’s website and marketing communications in order to
complete the “Moore positioning statement” (template below):

For: (target customers)
Who must: (solve a specific problem or fulfil a need)
Our product is a: (describe product or solution)
That provides: (key breakthrough benefit which solves the problem and/or a
reason to believe)
Unlike: (reference direct competitors)
Our product /solution offers: (describe the key point of competitive
differentiation)

f. Analysis of the Current Marketing Mix. Analyse the variables that include

applications of:

i. Product strategy:

▪ Identification/suggestion of the three levels of product
▪ Product classification
▪ Identification/suggestion of the product portfolio (width, depth and lines)

MKT101A Assessment 1 Brief 20191111 Page 3 of 8

ii. Pricing strategies

▪ Application/suggestion of at least 2 (two) relevant pricing strategies that

may be used by the business and associated terminologies/concepts.

iii. Placement

▪ Identification/suggestion of at least 1 (one) marketing/distribution

channel strategy used and apply associated terminologies/concepts.

iv. Promotions

▪ Identification and description of at least 5 (five) promotional tools used

by the business including relevant application of associated

terminologies /concepts.

g. Recommendations. Identify at least 4 (four) marketing recommendations based on
the situational analysis and applying key concepts and marketing principles covered
in the modules. These recommendations should relate to any/or all of the elements
of the marketing mix (Product, Price, Place, Promotion). You may also include
discussion of the targeting, positioning and branding if changes are recommended.

h. References

▪ A minimum of 4 credible and reliable sources should be used in your research
▪ As this is a report, appropriate headings and sub-headings should be used in

your writing

▪ The reference list must be compiled using APA 6th ed.

▪ Please refer to the marking rubric at the end of this brief for grading details

MKT101A Assessment 1 Brief 20191111 Page 4 of 8

Submission guidelines

• This assessment must be compiled in report format.

• An executive summary is NOT required.

• Use suitable headings and subheadings for the information presented, and page
numbers should appear on each page of the document – ideally in either the
header or footer.

• All assessments are to be submitted to the learning portal. All work must be word-
processed, spell-checked, grammatically acceptable, and professional in
appearance.

• The assessment submission should include the Similarity Report from Turnitin.

• Assessments should not be written from a 1st person context, but rather from the
3rd person perspective. That is, “I, we, my, our” are not acceptable.

• All claims and recommendations are to be supported by suitable and relevant
marketing and/or theoretical principles and their relevant references.

• The report should include a correctly constructed Reference List and
accompanying in-text citations as per University guidelines (APA 6th ed.
referencing style). Please see the Academic Skills page in the learning portal for
information on referencing in APA 6th ed.

• The use of any combination of narrative, point form, diagrams, graphs or charts
including presenting the information in table form is permitted – particularly if
these devices reduce the wordiness and increase the “readability” of the
submission

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MKT101A Assessment 2 Brief 20191111 Page 5 of 8

Learning Rubrics – Assessment 2: Marketing Report

Assessment
Attributes

Fail (Unacceptable)
(0-49)

Pass
(Functional)

(50-64)

Credit
(Proficient)

(65-74)

Distinction
(Advanced)

(75-84)

High Distinction
(Exceptional)

(85-100)

Segmentation and
Target market

Identified consumer
buyer characteristics
utilising
demographics,
geographic,
psychographics and
behavioural
variables.

15%

Segmentation variables
are unclear and
demographic, geographic,
psychographic and
behavioural
characteristics not
identified

Target market has not
been identified

Some segmentation
variables identified.
Demographic,
geographic,
psychographic and
behavioural
segmentation variables
included with some
adjustments required.

Target market profile has
been identified for the
business but is weak and
lacks depth

An adequate number of
segmentation variables
identified. Good
selection of
demographic,
geographic,
psychographic and
behavioural variables.

An acceptable target
market profile identified
for the business.

Very good selection of
demographic,
geographic,
psychographic and
behavioural variables.
Relevant and reliable
sources used to support
the identification of
segment(s).

Very good target
market profile identified
for the business.

Excellent selection of
demographic, geographic,
psychographic and
behavioural variables.
Relevant and reliable
sources used to support
the identification of
segment(s).

Excellent target market
profile identified for the
business.

Positioning

Identification of a
positioning
statement.

15%

Positioning statement not
clearly identified.

Positioning statement
included some relevant
values and benefits.

Good positioning
statement including
relevant values and
benefits.

Very good positioning
statement including
relevant values and
benefits.

Excellent positioning
statement including
relevant values and
benefits.

Marketing Mix

Identified
marketing mix
variables including

Three levels of products
not clearly identified.

Product portfolio did not

Three levels of products
identified with some
improvements required.

Product portfolio

Good identification and
explanation of three
levels of products.

Good description of

Very good identification
and explanation of
three levels of products
and the product
portfolio.

Excellent identification and
explanation of three levels
of products and the
product portfolio.

MKT101A Assessment 2 Brief 20191111 Page 6 of 8

relevant product,
price, place and
promotional
strategies.

30%

provide enough
information.

Pricing strategies not
clearly applied/
suggested. Lack of
terminologies and
concepts.

Marketing/distribution
channel strategy not
correctly identified.

Promotional strategies
were not identified
and/or did not provide
relevant information and
linkage with the target
market.

No or very weak
referenced marketing
concepts and
terminologies used to
support the discussion.

included basic
information.

Pricing strategies
applied/suggested with
adjustments required.

Marketing/distribution
channel strategy correctly
identified.

Promotional strategies
basically identified/
suggested. Some
relevant information and
linkage with the target
market provided.

Lack of referenced
marketing concepts and
terminologies used to
support the discussion.

product portfolio.

Good application of
pricing strategies.

Marketing/distribution
channel strategy
correctly identified.

Good promotional
strategies identified/
suggested. Good level
of details provided
through research and
clear linkage with the
target market showed.

Good referencing of
marketing concepts and
terminologies used to
support the discussion.

Very good description
of product portfolio.

Very good application of
pricing strategies.

Very good application of
place / distribution
strategies.

Promotional strategies
identified with a very
good level of detail
provided through good
level of research and
clear linkage with the
target market showed.

Very good referencing
of marketing concepts
and terminologies used
to support the
discussion.

Excellent description of
product portfolio.

Excellent application of
pricing strategies.

Excellent application of
place /distribution
strategies.

Promotional strategies
identified with excellent
detail provided through
robust research and
referencing and clear
linkage with the target
market showed.

Excellent referencing and
engagement of marketing
concepts and terminologies
used to support the
discussion.

Recommendations

30%

Recommendations not
included and/or
information is not
relevant to client
and/or target
audience.

At least four (4)
recommendations
identified and included
some level of
information

At least four (4)
recommendations
identified. Good level
of information
provided to explain
the
recommendations

More than four (4)
recommendations
identified. Very good
level of information
provided to explain
the
recommendations.

More than four (4)
recommendations
identified.

Sophisticated level of
information provided to
explain the

MKT101A Assessment 2 Brief 20191111 Page 7 of 8

Some relevance to
client and/or target
audience presented.

Clear and relevant
information provided
showing linkage with
the client and/or
target audience.

Good support with
application of
marketing principles

Some examples
provided.

Very good
information and
research
provided showing
linkage with the
client and/or
target audience.

Very good support of
recommendations using
application of marketing
principles and
references.

recommendations
supported by excellent
examples.

Excellent information and
high level of research
provided showing linkage
with the client and/or
target audience.

Excellent support of
recommendations using
sophisticated application of
marketing principles and
references.

Quality and
accuracy of
referencing and
communication
skills

10%

Less than 4 credible and
research sources used.

Some mistakes with in-
text citations and the
reference list.

Information is difficult to
understand for the
audience.

No logical/clear
structure and spelling
and

grammatical errors
throughout.

At least 4 limited quality
and credible research
sources used.

Some mistakes with in-
text citations and the
reference list.

Information is not always
clear and logical to
understand for the
audience and lacks clear
structure.

Some spelling and
grammatical errors

At least 4 quality and
credible research
sources used.

Limited mistakes with
in-text citations and the
reference list.

Information is mostly
clear and logical to
understand for the
audience.

A clear structure and
few spelling and
grammatical errors

More than 4 high
quality and credible
research sources used.

Very few mistakes with
in-text citations and
the reference list.

Information is clear and
logical to understand
for the audience and
well supported by
evidence.

Very minor spelling
and grammatical

Excellent engagement of
more than 4 wide variety
of quality and credible
research sources.

No mistakes with in-text
citations and the
reference list.

Information is logical and
persuasive. Relevant
concepts and theories
applied.
Very strongly supported by
evidence.

Free of spelling and

MKT101A Assessment 2 Brief 20191111 Page 8 of 8

No headings,
subheadings, and other
submission guidelines
not followed.

throughout.

Limited headings,
subheadings, and/or
some submission
guidelines require
adjustments.

throughout.

Headings and
subheadings and
other assessment
requirements are
consistent with
submission guidelines.

errors throughout.

Headings,
subheadings and
other submission
guidelines are
consistent with
submission guidelines.

grammatical errors
throughout.

Headings, subheadings
and other submission
guidelines are consistent
with submission
guidelines.