Faculty of Business and Law Assessments Brief MKT60010 Marketing Management Semester 2, 2017 a.) Assessment Overview Tasks and Details Individual or Group Weighting Unit Learning Outcomes that this...

Faculty of Business and Law
Assessments Brief
MKT60010
Marketing Management
Semester 2, 2017
a.) Assessment Overview
    Tasks and Details
    Individual or Group
    Weighting
    Unit Learning Outcomes that this assessment task relates to
    Assessment Due Date
    1. Demand-Product Alignment: External Component Audit & Forecast (1000 words)
    Individual
    20%-30%
    1,2,3,4
    Written report
5pm, 1st Sept 2017 (T.I.I.)
    2. Product-CX Launch Plan
(2000 words)
    Individual/ Group
    40%-50%
    1,2,3,4
    PowerPoints in- class,
WB 16th Oct, 2017
Written report
(T .I.I.)
5.00 pm 15th Oct 2017
    1. Case Study Exam (1000 words)
    Individual
    20%-40%
    1,2,3
    Take home
MKT60010 Assessment Brief S2 2017
Task Overview
should: 1. ▪
2. 3.
4.
Title page containing:
Assessment 1: Demand-Product Alignment: External Component Audit & Forecast (20%)
Decide on a consumer product category (i.e. Haircare, Health & Fitness, Bakery etc.) and identify a gap for a new product (Good + Brand + Service) that you can introduce in the category. Examples may include bottled smoothies or juices, a health club, frozen meals, a spa, imported quilts, hand-made soaps, etc. To assess the viability of your proposed product or service concept, you will conduct a demand audit. Specific details of what should be included are described below.
You will communicate your findings in the form of a 2000-word paper under the following headings:
1. Product Concept
2. External Audit
3. Forecast and Estimated Demand for 2 years
Data sources must be cited. No theory is necessary. You will need to use vey concise English. No weasel words.
Specific Requirements
Your market analysis should be based on the marketing constructs and processes covered in this unit. You
▪
a. b. c. d. e.
Provide a Ca
y out
Prepare a scenario forecast for future demand-Paint a picture about how you expect the next 3 years to look like in respect of demand for your product and estimate a demand for the product. Identify any assumptions you have made. Use your own insights based on your factual analysis above
Category and name of product, b. Student name and ID,
c. Seminar session-day and time d. word count
Geographic boundary of analysis (i.e., Australia, Germany, Victoria etc.)
ief overview of the proposed product concept (please include
and and services)
the external component of the demand-alignment audit (include 3 competitors) -Identify any segments which are useful for development of specific 7Ps if they are apparent. This is about collecting facts and data which you will use to make decisions LATER in part 3. The only decisions here are about what data to collect, from where, and how to select for RELEVENCY and USELFULLNESS. Avoid collection of background data for data’s sake.
Assessment Parameters
Task Weighting: Assignment 1 accounts for 20% of the total marks for this unit
Referencing style: Harvard Referencing Style; Your report should contain in-textcitations for data sources; The full list of data sources should be included at the end of your report
Formatting details: Due date:
Submission details: Late submissions:
Marking structure:
MKT60010 Assessment Brief S2 2017
Written reports should be typed using at least 12-point font, and 1.5 spaced 5pm September 1st, 2017
A soft copy is to be submitted online, via Turnitin on Blackboard Refer to your unit outline
See assessment ru
ic on next page
Demand Analysis &Forecast Ru
ics
    Criteria
    Fail
    Pass
    Credit
    Distinction
    High Distinction
    Depth and
eadth of data collection and linkage to forecast
    Superficial and/or inadequate addressing of the components of the demand audit (e.g., No data collection)
    Few components of the demand audit were addressed but these few were satisfactory
    Average number of components of the demand audit were addressed and these were satisfactory
    Most of components of the demand audit were addressed and these were satisfactory
    All components of the demand audit were addressed and these were satisfactory coupled with initiative in identifying information sources
    Critical Analysis-Logic and argument
    Limited & poor understanding of process logic and key concepts also no ability to identify & extract relevant and useful data
    Reasonable understanding of process logic and key concepts also no ability to identify & extract relevant and useful data
    Average understanding of process logic and key concepts and limited ability to identify & extract relevant and useful data
    Average understanding of process logic and key concepts and average ability to identify & extract relevant and useful data
    Exceptional understanding of process logic and key concepts and superior ability to identify & extract relevant and useful data- Some exhibition of superior reasoning skills through using data as evidence
    Creativity & Insights
    No ability to use data to generate unique understanding, expression, and opportunities in the present with no consideration of the future
    Some ability to use data to generate unique understanding, expression, and opportunities in the present with no consideration of the future
    Average ability to use data to generate unique understanding, expression, and opportunities with limited consideration of the future
    Obvious but unique interpretations of the data that shows average understanding of the situation and average identification of opportunities with limited consideration of the future
    Surprising and unique interpretations of the data that shows deep understanding of the situation and identification of opportunities that fit the product in the future
    Conventions
    Did not follow structure (and did not improve on it)- poor use of data evidence in forecast-lack of clarity and poor expression- assumptions not stated
    Basic structure used and average use of data as evidence in forecast- average clarity and expression -assumptions not stated
    Basic structure used-with some elements basic others above average-and average use of data as evidence in forecast- Average clarity and expression -assumptions not stated
    All the structure used with all components above average use of data as evidence in forecast average clarity and expression -assumptions not stated
    All the structure used with all components excellently used as data in evidence in forecast Excellent clarity and expression -assumptions clearly stated
A
illiant forensic case- concise and persuasive
MKT60010 Assessment Brief S2 2017
    Demand-Product Alignment Audit Outline
    Level
    Internal
    External
    Influence Connections
    Macro
    Business objectives Mission and vision Capabilities
    PESTDP
    
    Meso
    Marketing operations- Skills etc.
Sales forces skills etc.
    Demand Eco-system (Information flows, Cash flows, Product flows
    
    Micro
    · Product-Strategy (Mass,
Differentiated, Segmented, Customized)
· Targeting and positioning
· Key account management and promotional programs
    Critical actors/agents/ value adders in the demand process (Eco-system touch points)
(e.g., Consumers/Purchasers/ Influencers/Retailers)
    
    
    
    Forecast (2 years)
    
The above diagrams show the areas you will need to cover in the assignment-Remember that relevance and usefulness in determining demand for your product in the next 2 years is all that is necessary- Dump the rest! We do not want a macro-economic forecast!
MKT60010 Assessment Brief S2 2017