ASSESSMENT BRIEF
BUS9007 Strategic Marketing Assessment 1 – Individual Case Analysis
| Assessment Description | Case Analysis |
| Individual/Group | Individual |
| Length | 1,250 words |
| Subject Learning Outcomes | a, b, c, d |
| Week Due | Week 4 |
| Weighting | 25% |
| Total Marks | 100 |
| Use of Generative Artificial Intelligence (Gen AI) | Not allowed |
Overview of the assessment task
Australian Institute of Business (AIB) currently offers an online MBA program. Assume AIB now wishes to consider launching an on-campus version of its MBA program in Adelaide.
Also assume you are a marketing consultant and have been requested by AIB to provide advice on certain marketing-related issues.
Your main tasks are to confirm that such a new degree program would be consistent with the corporate mission and corporate strategy of AIB, to analyse the internal and external environment relevant to such an on- campus program, and to develop recommendations for business strategies, segmentation, target marketing and positioning of the new on- campus MBA program.
Assessment instructions
In this assessment you need to review the current corporate mission and corporate strategy of AIB and confirm the fit of an on-campus MBA within those frameworks (10% weighting), undertake an internal and external environmental analysis, including market, customer needs and competitor analyses (40% weighting), recommend and justify a business strategy for the new program (15%), and recommend and justify segmentation, targeting and positioning strategies for the new program (35% weighting). This will require appropriate online research and the application of relevant subject principles from Weeks 1-3, in particular. (Note that these weightings are reduced slightly due to other criteria, such as the quality of the presentation, as indicated in the assessment rubric Download assessment rubric. These presentation criteria apply to all sections.)
You should refer to relevant principles to provide academic support for your analysis and recommendations (citing those sources appropriately).
However, you should not provide definitions or summaries of those principles. You also should provide logical reasoning as appropriate – but such reasoning should incorporate the application of relevant principles.
You are expected to use at least six academic sources to support your analysis and recommendations.
Given the overall word limit (1 250 words) and the weighting of each component of this assessment, you should aim to allocate your allowed words roughly as follows:
The Executive summary should identify key issues and recommendations rather than providing a company background.
There is no need for an Introduction or Conclusions section.
Note to students
Further advice will be provided during class in Weeks 1-3. You will be encouraged to work informally in a small group. However, you are required to keep separate notes of your discussions and not to share copies of your individual work. (This informal group work is meant to enable you to develop team collaboration skills required in the second assignment.)
This assessment should incorporate APA 7th referencing style. For support on how to reference see the AIHE Learning Support Hub on canvas for further information.
Use of GenAI is not allowed:
In this assessment, the use of generative artificial intelligence (GenAI) tools is not permitted. These tools include content generators, data analysis tools, and other AI-assisted technologies. Students must ensure that their work is solely their own. Any submission that includes content created by unauthorised use of artificial intelligence tools is a breach of academic integrity.
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Marking Criteria
Please refer to the attached rubric for marking criteria and standards of performance. Constructive feedback will be provided within a timely manner in accordance with AIHE Assessment Procedure.
This assessment is not redeemable unless otherwise specified.
Limits forAssessments
Written submissions that exceed the word limit by more than 10% will cease to be marked from the point at which that limit is exceeded.
Time limits for in-person or video presentations that exceed the allocated time limit by more than 10% will cease to be marked from the point at which that limit is exceeded, and Lecturers may ask students to cease their presentation.
Assessment Variation and Special Consideration
Students may be eligible for a variation to assessment arrangements when unexpected or extenuating circumstances impact on their performance or their ability to complete their assessment tasks by or on the specified date. Students must complete the Application toVary Assessment with evidence.
Students with identified, special or specific needs may apply for variations to assessment in the subject. Students are required to contact the Student Support Officer or Student Learning Advisor to discuss their specific needs
Late assignment submission penalties
An assessment task is late for submission when it is not submitted by the due date and time as indicated on Canvas, or by an agreed extension date and time as confirmed by the subject lecturer.
Late assessment tasks will be penalised at the rate of 10% per calendar day (i.e. 24 hours or part thereof) and receive an additional 10% reduction for each day late. Assignments submitted at any stage within the first 24 hours after the deadline will be considered to be one day late and therefore subject to the associated penalty. For further detail see: AIHE Assessment Procedure.
Marking Rubric & Standards of Performance
| Criterion | Fail Level (F) 0-49 | Pass Level (P) 50-64 | Credit Level (C) 65-74 | Distinction Level (D) 75-84 | High Distinction (HD) 85-100 |
| Understanding of the need for the program to fit the corporate mission and corporate strategy, supported by the use of subject principles and the literature. (10%) |
Limited to no understanding |
Fair understanding |
Reasonably good understanding |
Very good understanding |
Excellent understanding |
| Understanding of environmental analysis is demonstrated, with support via application of subject principles and use of the literature. (30%) | Limited to no understanding | Fair understanding | Reasonably good understanding | Very good understanding | Excellent understanding |
| Ability to develop a well-argued business strategy is demonstrated, with support via application of subject principles and use of the literature. (15%) |
Limited to no ability |
Fair ability |
Reasonably good ability |
Very good ability |
Excellent ability |
| Ability to develop well-argued segmentation, targeting and positioning strategies is demonstrated, with support via application of subjectprinciples and use of the literature. (30%) |
Limited to no ability |
Fair ability |
Reasonably good ability |
Very good ability |
Excellent ability |
| Presentation is professional – grammar, punctuation and spelling are correct, and the layout is correct and of professional appearance. (7.5%) |
Not at all professional |
Somewhat professional |
Reasonably professional |
Professional |
Highly professional |
| Adequate and correct use of the literature, in- text citationof sources and reference list. (7.5%) | Not at all adequate or correct | Partially adequate and correct | Reasonably adequate and correct | Mainly adequate and correct | Completely adequate and correct |
| Overall grade: |
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