Subject Code and Title Assessment Assessment 2: Marketing Plan Individual/Group Individual Laureate International Universities
Learning Outcomes
This assessment addresses the following subject learning outcomes:
Objectives:
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's product or the brand which they worked in the Assessment 1. 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 by summarising the discussion from the assessment 1.
MKTG6002/MKT600_Assessment2_Marketing Plan Page 1 of 7 Linkages between Assessments 1 and 2:
This assessment is the continuation of the assessment 1 therefore you should continue to work on the same organisation. In assessment 1 you have addressed two (i.e. current marketing situation and threats and opportunity analysis) out of the eight steps of a marketing plan. In this assessment you are required to develop a complete marketing plan for an organisation's 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 that they chose in the assessment 1.
Instructions:
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:
Scenario:
This assessment requires you to act like a consultant to help an organisation develop a winning marketing strategy that intends to introduce a new product or expand its business/markets.
Tasks:
This assessment is the continuation of your previous assessment of the Situation Analysis of your chosen organisation that you undertook in the assessment one. Therefore, you need to revisit your assessment 1 and the feedback from your facilitator. Then, develop a complete marketing plan for this assessment to:
MKTG6002/MKT600_Assessment2_Marketing Plan Page 2 of 7
To start with this assessment -
You are advised to review the threes levels that are accompained with a product and discuss product line and mix strategies;
channel strategies (i.e., direct and/or indirect, channel levels - single vs. multiple);
Submit your assignment via the Assessment two link in the main navigation menu in the Blackboard in MKT600/MKTG6002 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:
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MKTG6002/MKT600_Assessment2_Marketing Plan Page 3 of 7
Assessment Attributes |
Fail (Unacceptable) 0-49% |
Pass |
Credit |
Distinction |
High Distinction |
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(Functional) 50-64% |
(Proficient) |
(Advanced) 75 -84% |
(Exceptional) |
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65-74% |
85-100% |
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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. |
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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. |
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20% |
theories from the |
theories from the |
subject. |
theories from the |
theories from the |
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subject. |
subject. |
Description of at least |
subject. |
subject. |
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Description of market |
Description of at least |
two market segments |
Description of at least |
Description of three or |
||||
segments not |
one market segments |
provided. |
three market segments |
more market segments |
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provided. |
provided. |
Some efforts to |
provided. |
provided. |
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No efforts to |
Very little efforts to |
substantiate the target |
Target market has |
Target market has been |
||||
substantiate the |
substantiate the target |
market. |
been substantiate. |
substantiated |
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target market. |
market. |
comprehensively. |
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A good value proposition |
A well-stated value |
|||||||
Value proposition is |
A satisfactory value |
differentiating the |
proposition |
A sophisticated value |
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vague. |
proposition provided. |
business from the |
differentiating the |
proposition |
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competitors. |
business from the |
differentiating the |
||||||
Little or no |
A satisfactory |
competitors. |
business from the |
|||||
justification of the |
justification of the |
A good justification of |
competitors. |
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positioning strategy |
positioning strategy |
the positioning strategy |
A very good |
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reflecting little or no |
reflecting the links to |
reflecting the links to the |
justification of the |
Comprehensive |
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link to the entire |
the entire analysis. |
entire analysis. |
positioning strategy |
justification of the |
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analysis. |
reflecting the links to |
positioning strategy |
||||||
The strategy for |
The strategy for |
the entire analysis. |
reflecting the links to |
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The strategy for |
competitive advantage |
competitive advantage is |
the entire analysis. |
|||||
competitive advantage |
is satisfactory. |
sensible. |
The strategy for |
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doesn’t make sense. |
competitive advantage |
The strategy for |
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is sensible. |
competitive advantage is sensible and well argued. |
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Limited synthesis and |
Demonstrated analysis |
Well-developed analysis |
Thoroughly developed and |
Highly sophisticated and |
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Critically evaluates |
analysis. |
and synthesis of new |
and synthesis of new with |
creative analysis of new |
creative analysis of new |
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the impact of the |
with existing |
existing knowledge in |
with existing knowledge |
with existing knowledge |
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application of |
Strategy ideas |
knowledge in |
evaluating the application |
and synthesis in |
in evaluating the |
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marketing mix (the 4Ps/7ps of marketing) to |
presented fail to have a foundation in |
evaluating the application of |
of marketing mix to the target market. |
evaluating the application of marketing |
application of marketing mix to the target market. |
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stakeholders |
the market analysis. |
marketing mix to the |
mix to the target market. |
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30% |
target market. |
Presents interesting strategy ideas that have |
Presents and succinctly |
Presents and succinctly discusses |
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Presents strategy ideas |
a good foundation in the |
discusses sensible & |
concise, sensible & |
|||||
Marketing mix |
that have a foundation |
market analysis. |
interesting strategy |
interesting strategy |
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variables have not |
in the market analysis. |
ideas that have a very |
ideas that have a solid |
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been outlined |
good foundation in the |
foundation in the |
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clearly. |
market analysis. |
market analysis. |
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Marketing mix |
Marketing mix variables |
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variables have been |
have been outlined. |
Marketing mix |
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outlined. However, |
However, they reflect |
Marketing mix |
variables reflect core |
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they do not reflect the |
unclear connection to |
variables reflect core |
marketing strategies |
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link to the core |
the core strategies. |
marketing strategies to |
to form one intact |
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strategies. |
form one intact strategy. |
strategy. |
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Demonstrates limited |
Demonstrates adequate |
Demonstrates consistent |
Demonstrates an |
Consistently |
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Formulates effective |
awareness of context |
awareness of context |
awareness of context |
advanced and integrated |
demonstrates a |
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and innovative |
and/or purpose of the |
and/or purpose of the |
and/or purpose of the |
understanding of context |
systematic and critical |
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recommendations |
assignment and/or the |
assignment and/or the |
assignment and/or the |
and/or purpose of the |
understanding of context |
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that are justifiable |
specific client’s need. |
specific client’s need. |
specific client’s need. |
assignment and/or the |
and purpose of the |
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specific client’s need. |
assignment and/or the |
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20 % |
Fails to provide |
Provides standard, |
Provides good |
specific client’s need. |
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recommendations that |
straightforward or |
recommendations that |
Provides advanced |
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are reasonable and/or |
obvious |
reflect skilful analysis and |
recommendations |
Provides expert |
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applicable to the |
recommendations only. |
some original thinking. |
that reflect well |
recommendations that |
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organisation. |
developed analysis |
reflect sophisticated |
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and original thinking. |
analysis, original thinking and creativity. |
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