MKT101A Assessment 3 Brief XXXXXXXXXXPage 1 of 6
ASSESSMENT 3 BRIEF
Subject Code and Title MKT101A - Marketing Fundamentals
Assessment Marketing Plan – Stage 3: Marketing Mix
Individual/Group Individual
Length 1200 words (+/- 10%)
Learning Outcomes Addressed a) Describe the marketing concept
) Outline and apply the elements of the marketing
process.
c) Identify and explain the macro and micro
environmental factors impacting the marketing of a
usiness 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 (week 9)
Weighting 35%
Total Marks 100 marks
Context
Well done! You are now in Stage 3 of your marketing plan.
Mary, your marketing manager, is pleased with your effort and the dedication that you have
put into the marketing plan so far. In this stage, you will be required to identify suitable
marketing mix strategies for your chosen client, including identification of the three levels of
the product, product mix and respective product portfolio covering its width, line and depth
– if applicable, pricing and placement strategies, and proper promotions.
In Stage 3, you must also include a detailed description of the marketing variable that you
would like to propose to the client. For example, this could be a new packaging, a flavour of
a product, a feature that could be incorporated into an existing product, promotional
strategies for existing products/services, an additional service that could be offered to
increase value and/or increase competitive advantage, and so forth.
Keep in mind all the micro & macro environmental factors and trends identified in Stage 1,
as well as the buyers’ characteristics assessed in Stage 2 when creating the marketing
variable.
MKT101A Assessment 3 Brief XXXXXXXXXXPage 2 of 6
Instructions- Stage 3
In Stage 3 of your marketing plan, the focus is on outlining and applying the main elements
of the marketing processes based on micro & macro environmental factors and trends, to
propose new marketing solutions to a client.
Make sure you use the same client from Stages 1 & 2.
At this point, Stage 3, the marketing report must include:
a) Cover page including:
i. Company’s name
ii. Student Identifier (name and number)
iii. Subject code and name
) Table of contents
c) Marketing Mix variables that include applications of:
i. Product strategy:
Identification/suggestion of the three levels of product
Identification/suggestion of the product portfolio (width,
depth and lines)
ii. Pricing strategies
Stage 4 (Assessment 4)
Metrics Proposal and Marketing Deliverable (sample)
Stage 3 (Assessment 3)
Marketing Mix
Stage 2 (Assessment 2)
Segmentation, Targeting & Positioning
Stage 1 (Assessment 1)
Situational Analysis
MKT101A Assessment 3 Brief XXXXXXXXXXPage 3 of 6
Application/suggestion of at least 02 (two) relevant pricing
strategies that may be used and associated
terminologies/concepts.
iii. Placement
Identification/suggestion of at least 01 (one)
marketing/distribution channel strategy.
iv. Promotions
Identification/suggestion of at least 05 (five) promotional
strategies including relevant details and references to the
target audience.
d) Reference list using APA 6th ed. style.
Submission guidelines
The presentation recommended for this assessment is 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.
The assessment should be submitted in a format that would be acceptable in the
usiness world. All assessments are to be submitted to Blackboard. 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 co
ectly constructed Reference List and accompanying in-
text citations as per University guidelines (APA 6th ed. referencing style). Please see the
Academic Skills page on Blackboard for information on referencing in APA 6th ed.:
https:
laureate-
au.blackboard.com/webapps
lackboard/content/listContent.jsp?course_id=_20163_1
&content_id=_2498847_1&mode=reset
The use of any combination of na
ative, 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.
MKT101A Assessment 3 Brief XXXXXXXXXXPage 4 of 6
Learning Ru
ics- Assessment 3: Marketing Plan- Stage 3: Marketing Mix
Assessment
Attributes
Fail (Unacceptable)
(0-49)
Pass
(Functional)
(50-64)
Credit
(Proficient)
(65-74)
Distinction
(Advanced)
(75-84)
High Distinction
(Exceptional)
(85-100)
Marketing Mix
Identified/suggested
marketing mix
variables including
elevant product,
price, place and
promotional
strategies.
40%
Three levels of products
not clearly identified/
suggested.
Product portfolio did not
provide enough
information.
Pricing strategies not
clearly applied/
suggested. Lack of
terminologies and
concepts.
Marketing/distribution
channel strategy not
co
ectly identified/
suggested.
Promotional strategies
were not identified/
suggested and/or did not
provide relevant
information and linkage
with the target market.
Three levels of products
identified/suggested
with some
improvements required.
Product portfolio
included basic
information.
Pricing strategies
applied/suggested with
adjustments required.
Lack of terminologies
and concepts.
Marketing/distribution
channel strategy
attempted. Not clearly
aligned with cu
ent
client’s strategies.
Promotional strategies
asically identified/
suggested. Some
elevant information
and linkage with the
target market provided.
Good identification/
suggestion of three
levels of products.
Good description of
product portfolio.
Good application/
suggestion of pricing
strategies. Pertinent
terminologies and
concepts applied.
Good marketing/
distribution channel
strategy identified/
suggested.
Good promotional
strategies identified/
suggested. Good level of
details provided through
esearch and clear
linkage with the target
market showed.
Very good identification/
suggestion of three
levels of products.
Very good description of
product portfolio.
Very good application/
suggestion of pricing
strategies. Good level of
terminologies and
concepts applied.
Very good marketing/
distribution channel
strategy identified/
suggested.
Very good promotional
strategies identified/
suggested. Very good
level of details provided
through good level of
esearch and clear
linkage with the target
market showed.
Excellent identification/
suggestion of three
levels of products.
Excellent description of
product portfolio.
Excellent application/
suggestion of pricing
strategies. High level of
terminologies and
concepts applied.
Excellent marketing/
distribution channel
strategy identified/
suggested.
Excellent promotional
strategies identified/
suggested. Excellent
level of details
provided through high
level of research and
clear linkage with the
target market showed.
MKT101A Assessment 3 Brief XXXXXXXXXXPage 5 of 6
Marketing
deliverable
30%
Marketing deliverable
not included and/or
information is not
elevant to client
and/or target
audience.
Marketing deliverable
included some level of
information.
Some relevance to
client and/or target
audience presented.
Good level of
information provided
to describe/suggest
the marketing
deliverable.
Clear and relevant
information provided
showing linkage with
the client and/or
target audience.
Very good level of
information provided
to describe/suggest
the marketing
deliverable.
Very good
information and
esearch provided
showing linkage
with the client
and/or target
audience.
Excellent level of
information provided
to describe/suggest
the marketing
deliverable.
Excellent information
and high level of
esearch provided
showing linkage with the
client and/or target
audience.
Quality and accuracy
of referencing
15%
Fewer than six quality
and credible and
esearch sources used.
Some mistakes with in-
text citations and/or the
eference list.
APA style used
inconsistently.
Six quality and credible
esearch sources used.
Minor mistakes with
in- text citations and/or
the reference list.
APA style applied
throughout the report
with minor to no
inconsistencies.
Seven to nine good
quality and credible
esearch sources used.
No mistakes with in-text
citations and/or the
eference list.
APA style applied