MKT101A Assessment 4 Brief XXXXXXXXXXPage 1 of 6
ASSESSMENT 4 BRIEF
Subject Code and Title MKT101A - Marketing Fundamentals
Assessment Marketing Plan – Stage 4: Metrics Proposal and
Deliverable Sample
Individual/Group Individual
Length 750 words (+/- 10%) (or equivalent)
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.
e) Describe key marketing metrics used to evaluate the
effectiveness of a marketing plan.
Submission By 11:55pm AEST/AEDT Sunday of module 6 (week 11)
Weighting 20%
Total Marks 100 marks
Context
Congratulations! You are now in Stage 4 of your marketing plan.
Let’s recap a few achievements during this process. So far, you have:
• developed a situational analysis including various micro and macro environmental
factors that could affect your client and/or industry from a marketing perspective;
• identified different trends, target audiences and suitable marketing mix strategies,
which altogether will contribute to add value to the client and its offerings from a
marketing concept perspective.
In this stage, you are required to identify and list some evaluation and monitoring
tools/systems and respective metrics. By controlling and monitoring marketing tactics, you
would not only ensure they are effective, but also aligned with the target audience(s) based
on different results. Here are some elements that should be closely monitored: sales
MKT101A Assessment 4 Brief XXXXXXXXXXPage 2 of 6
growth, increase of
and awareness, number of online mentions, improvement in
customer satisfaction and
and loyalty, just to name a few.
This is the final part of your marketing plan before you send it to Mary Blue, your marketing
manager, for consideration as part of your promotion opportunity.
Instructions- Stage 4
In Stage 4 of your marketing plan, the focus is on describing key marketing metrics that you
could use to evaluate the effectiveness of your marketing plan and support your client’s
cu
ent and future marketing decisions.
Make sure you use the same client from Stages 1, 2 & 3.
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) A list of at least 03 (three) monitoring & controlling systems/tools and a
description of at least 09 (nine) marketing metrics being at least 03 (three)
metrics per system/tool.
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 4 Brief XXXXXXXXXXPage 3 of 6
d) 01 (one) marketing deliverable (sample)
i. Considering the feedback received from the Learning Facilitator in
Stage 3, develop the final marketing deliverable that you would like to
present to your client. For instance, a mock-up for a new label or
packaging, a poster or billboard idea, sketches for a product design, or
any deliverable that would help the client to make informed
marketing decisions.
ii. The deliverable must be aligned to the client, marketing plan and
marketing deliverable proposed in Stage 3. You are only allowed to
change the marketing deliverable if advised by your Learning
Facilitator.
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 4 Brief Page 4 of 6
Learning Ru
ics- Assessment 4: Marketing Plan- Stage 4: Metrics Proposal and Deliverable Sample
Assessment
Attributes
Fail (Unacceptable)
(0-49)
Pass
(Functional)
(50-64)
Credit
(Proficient)
(65-74)
Distinction
(Advanced)
(75-84)
High Distinction
(Exceptional)
(85-100)
Marketing Metrics
Described key
marketing
metrics used to
evaluate the
effectiveness of a
marketing plan.
40%
Marketing metrics not
included and/or did
not provide enough
metrics that would
support marketers and
client to analyse the
effectiveness of
performance.
Some marketing
metrics included
providing some
elevant metrics that
would support
marketers and client
to analyse the
effectiveness of
performance. Some
changes required.
Good marketing
metrics suggested
providing good
foundation to analyse
projected vs actual
performance.
Metrics are marketing
elated.
Very good marketing
metrics suggested
providing great
foundation to analyse
projected vs actual
performance.
Metrics are marketing
elated and covered
different aspects of
the marketing plan.
Excellent marketing
metrics suggested
providing an
elaborated foundation
to analyse projected
vs actual
performance.
Metrics are highly
elated to the
marketing plan and
comprehensively
covered different
aspects of the
marketing report.
Marketing
Deliverable
XXXXXXXXXX%
Marketing deliverable
not included and/or
information is not
elevant to client
and/or target
audience.
Marketing deliverable
included some level of
information.
Actual deliverable
showed some
elevance to client
and/or target
audience.
Feedback from stage 3
considered to create
Good level of
information provided
to describe/suggest
the marketing
deliverable.
Actual deliverable
showed good
elevance to client
and/or target
audience.
Very good level of
information provided
to describe/suggest
the marketing
deliverable.
Actual deliverable
showed very good
elevance to client
and/or target
audience.
Excellent level of
information provided
to describe/suggest
the marketing
deliverable.
Actual deliverable is
very effective from a
marketing perspective
showing high
elevance to client
and/or target
MKT101A Assessment 4 Brief Page 5 of 6
the final deliverable.
Feedback from stage 3
considered to create
the final deliverable
and improvements are
clearly identified.
Feedback from stage 3
and different marketing
concepts were
considered to create the
final deliverable.
audience.
Feedback from stage
3 and different
marketing concepts
were considered to
create the final
deliverable.
Marketing
deliverable was
expertly presented.
Quality and accuracy
of referencing
XXXXXXXXXX%
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
throughout the report
with no inconsistencies.
Ten to twelve high
quality and credible
esearch sources used.
No mistakes with in-
text citations and/or the
eference list.
APA style applied
throughout the report
with no inconsistencies.
More than twelve highly
quality and credible
esearch sources used.
No mistakes with in-
text citations and/or
the reference list.
APA style applied
throughout the report
with no inconsistencies.
MKT101A Assessment 4 Brief Page 6 of 6
Effective
communication &
eport layout
XXXXXXXXXX%