Assessment Task Due Date % ILOs Assessed Assessment Task Group (3,000 words) End of week 11 40% A,C,D and E Submission Details Use Turnitin Grading Criteria and Feedback See rubric below. Grades posted on LMS with feedback and comments Description of Task Use the same ASX listed company that you have used for Assignment 3 and prepare a marketing plan for an allocated product or service. The plan must take into consideration aspects of all key topics covered in weeks 1-11. The plan can be based on desk research, secondary research and primary research (i.e., netnographic observation only). Your first task is to provide a critical review of value proposition and marketing strategies. Your critical review is based on synthesizing readings from relevant databases, industry and government reports, websites and newspaper articles. Your second task is to analyse consumer insights (from customer experience feedbacks or reviews) about this brand and requires you to gather observational findings.
Rubric: Assessment Task 3 (3,000 words)
| Individual Assignment | |||
| Sections | Marks Allocated | Marks Obtained | |
| 1 | Cover Page: Include Title, Student Name, Date of Submission | ||
| 2 | Executive Summary: Keep your main points in mind as you write the summary. You do not need to include every point in the summary, but ensure that the major ideas are covered succinctly [words are not counted from this section] | 2 | |
| 3 | Introduction and Background: Use factual information to present the current situation analysis of selected business and pertinent background including a synopsis of the relevant information. It should include: a) Key marketing issues/Goals/Problems/value propositions b) Data Analysis (analysis in appendix and summary info only in body) | 8 |
| 4 | Critical Analysis: After reviewing the information that you have identified on the company critically analyse the position(s) that are stated and challenge them based on alternative evidence or positions. These may be theoretically or philosophically based on the marketing literature (e.g., Product; Price; Place; Promotion; People; Process; Physical evidence) | 15 | |
| 5 | Recommendations: These should flow from your critical analysis | 10 | |
| 6 | Presentation and Appendices: Assignments are to be submitted as a single Word file document. Attention should be paid to grammar, writing style, and correct referencing (use Harvard Referencing Style). All charts, financials, visuals, and other related items are to be included in the Appendix. | 5 | |
| Total | 40 Marks |