Raw Score ________/100 Weighted Mark _____­/40 Weighted Mark ________/30 BUS105 Task 3 Report Marking Criteria Student(s’) Names: REPORT CRITERIA DESCRIPTION GUIDE ON CONTENT AND FORMAT MARK...

REPORT CRITERIA DESCRIPTION

GUIDE ON CONTENT AND FORMAT

MARK

Excellence in written communication skills by presenting an error-free, well written and correctly formatted written report using the guidelines in Summers and Smith XXXXXXXXXXCommunication Skills Handbook.

In accordance with Summers and Smith XXXXXXXXXXguidelines including: executive summary, table of contents, formal introduction, conclusion, list of references and appendices. Marks are also allocated for correct format, professional presentation, spelling, grammar and in-text referencing.

-Title Page

Contains a title and all relevant personal identification including word count.

-Executive Summary

A detailed summary of your entire report. Can be up to 1 page in length.

-Table of Contents

Identifies the headings and sub-headings in the report and their respective page numbers

-Introduction

Should include: Purpose and Authorisation, Limitations and Scope

-Conclusion

Should re-acquaint the reader to what the report was about and summarise the main ideas of the report.

-References

The report should contain both in text references and a List of References that includes all in text references used. The formatting should be Harvard style.

-Appendices

Appendices should be if there is supplementary information you wish to refer the reader to that helps further support the evidence you have supplied your reader in the body of the report. You are required to include your actual print ad in an Appendix.

___marks

(Out of 10)

Accurate identification of a product and discussion of company background, internal and external environments and main target markets including demonstration of a strong knowledge of relevant marketing theory and concepts.

a. Background

b. -What is the product, who manufactures/delivers the product, and where can it be bought?

c.

d. –What does a SWOT analysis of the company’s marketing environment reveal?

e.

f. Target Market

g. –Using the segmentation variables, who appears to be the main target markets for this product? Provide summary description of a typical consumer in this market

___marks

(Out of 15)

Demonstration of a comprehensive knowledge of marketing mix theory (Product, Price, Promotion and Placement) and concepts and ability to apply that knowledge through a comprehensive and critical and insightful evaluation of the relevant aspects of the product’s marketing.

Product

-Describe the product on three layers (refer to Figure 8.1 p. 245 of the text).

-Discuss the product class and explain why you consider it to be that class (refer to Figure 8.2 p. 247 of the text)

-Identify and explain the product lifecycle stage for the product. Justify your opinion. What are the main implications for marketing? (Refer to figures 8.6 and 8.7 on pp XXXXXXXXXX).

-Describe the branding of the product - what branding strategy has been used? How effective is the brand name? Justify your opinions.

Price

-What is the price of the product? How does this compare with competitors’ prices? What might differences in price from the competition suggest?

-What type of pricing objective appears to have been set for this product? Justify your opinion. (Refer to Table 10.1 on p. 321 of the text).

-Discuss the concept of price elasticity of demand as it relates to this product. (Refer to Figures 10.5 on p. 328 of the text).).

-Discuss two factors (other than demand) that appear to influence the price for this product.

Promotion

-Select one print or Internet advertisement (or screen grab) for this product (place a copy in the Appendices). What is the main promotional message? Critically evaluate the type of creative strategy has been used in terms of the advertising appeal used to deliver the message.

-How effective is the print advertisement’s message in terms of applying the hierarchy of effects model (p XXXXXXXXXX)?

-Discuss the IMC mix used to communicate the product to the target market. What additional promotional elements (along with the print ad) are used and how?

-Discuss how effectively all of the various promotional elements have been used to deliver a consistent and unified message.

Placement

-Is the product marketed via direct or indirect channels? What evidence supports their channel strategy? If channel intermediaries are used, what type(s) would they use (Refer to p. 463)?

-What type of distribution strategy is likely used for the product? Justify your answer. (Refer to p XXXXXXXXXX)

-What kind of distribution intensity is used and is it suitable for the product? (Refer to pp XXXXXXXXXX)

-What type of retail outlet do they place their product? Discuss why they would place their product in those types of outlets. (Refer to pp XXXXXXXXXX).

___marks

(Out of 60)

Creative application of key marketing theory and concepts for articulating two feasible recommendations, one of which focuses on improving a sustainable and/or CSR aspect of the product’s marketing.

Innovative recommendations

The marketing mix should be adapted at each stage of the product lifecycle (Refer to figure 8.7 on page 266 of the text). Having identified the stage of the product lifecycle in the product strategy section, and based on marketing theory and concepts, you are required to make two (2) recommendations for how innovation and creativity could be used to improve the marketing of the product. Recommendations may be based on any element of the marketing mix (i.e. improving the product, pricing, promotion or placement of the product)

*Note: One of the recommendations must be based on improving a sustainable and/or improving the corporate social responsibility (CSR) of the product. Be sure to justify your recommendations in terms of why you consider they would be effective.

___marks

(Out of 15)

Criteria

Comments

Excellence in written communications skills by presenting an error-free, well written and correctly formatted written report using the guidelines in Summers and Smith XXXXXXXXXXCommunication Skills Handbook.

Accurate identification of a product and discussion of company background, internal and external environments and main target markets including demonstration of strong knowledge of relevant marketing theory and concepts.

Demonstration of a comprehensive knowledge of marketing mix theory (Product, Price, Promotion and Placement) and concepts and ability to apply that knowledge through a comprehensive and critical and insightful evaluation of the relevant aspects of the product’s marketing.

Product:

Price:

Promotion:

Placement:

Creative application of key marketing theory and concepts for articulating two feasible recommendations, one of which focuses on improving a sustainable and/or CSR aspect of the product’s marketing.