BUMKT5902 Marketing Management
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Assessment Criteria Sheets
BUMKT5902 Marketing Management
Assessment 2 – Marketing Strategy
Part A Report and Part B Presentation
This document contains the details for Assessment 2 for BUMKT5902 Marketing Management. Included are
aspects such as:
| |
The assignment overview and report structure; How the assessment is to be formatted; and How it will be assessed by using an Assessment Criteria Sheet. |
You should read this in conjunction with the Course Description, which contains other pertinent information
on submission, etc. It is your responsibility to fully acquaint yourself with these requirements. If you are not
clear on any aspect, please speak with your lecturer who will be happy to clarify any questions.
Overview of the Assignment
You are required to demonstrate your understanding of marketing theory as it relates to a real world setting.
For assessment 2, Part A and B, you are required to prepare a marketing strategy for a business you are
familiar with, or a business you work for, or an entrepreneurial ‘side hustle’ you might have started.
Part A – Report
To complete Part A – you need to carry out background research, compile a situational analysis and use
this information to help you identify a new product line that the company will launch. The new product
should be aligned with the company image and existing offerings. The remainder of the assignment is
designed to explain how the new product is going to be sold.
Using marketing theory, academic research and industry research among others, you will identify how the
market will be segmented, and how the product will be both targeted and positioned to the target market.
Following this, the product will be explained in the context of the 4 Ps (product, price place, and promotion)
also using marketing theory and research to justify the suggestions being made.
Report length:
If you decide to complete this assessment individually, your word count is 1200 words maximum. For an
assessment of this length, we would expect to see a minimum of 8 academic references used.
If you decided to complete this assessment in a group of 2-3 people, your word count is 3,000 words
maximum. For an assignment of this size, we would expect to see a minimum of 20 academic references
used.
It is important to remember that this assessment requires you to demonstrate your understanding of
marketing theory as it relates to a real world setting. This means you will perform better in the assignment if
you are able to integrate marketing theory into your anlaysis and use academic theory to justify your
proposals, strategies and recommendations.
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Report Structure
Use the following structure to organise your report:
Title page
Executive Summary
Table of Contents
1.0 Introduction
2.0 Company Introduction and Brief Industry Overview
3.0 Environmental marketing analysis
4.0 SWOT Summary
5.0 Overview of proposed product
6.0 Segmentation, Targeting & Positioning
6.1 Segmentation
6.2 Targeting
6.3 Positioning
7.0 Recommended Marketing Mix
7.1 Product
7.2 Price
7.3 Place
7.4 Promotion
8.0 Conclusion
References
Appendices (if applicable)
General Formatting Requirements for the Report
For those students who are unfamiliar or do not feel confident with academic writing, there are many sources
on the Federation University and Library websites. The formatting of assignments should adhere to the
following requirements:
| | Report format |
| | Follow the headings outlined under the Assignment Instructions section |
| | Use a report Title page containing all of the relevant information |
| | The Executive Summary is placed before the Table of Contents and does not contribute to the word count Correct page numbering (e.g., the Cover Page is not numbered, the number format for the Executive Summary and the Table of Contents is i, ii, etc. The body of the report starting with the Introduction is numbered 1, 2, 3, etc.) Do not write in the first or second person (I, we, our)—write in the third person only Proof-read before submission for spelling, grammatical and logic errors Fonts should be plain and easy to read (e.g., Tahoma, Arial, Times New Roman) Font size is typically between 10 and 12 for the body of the assignment Paragraphs are to be fully justified |
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Paragraph spacing typically uses one space before and after a paragraph Any tables and diagrams used should be labelled (they do not form part of the word count) APA referencing style to be used (information on this can be found at the following link: http://federation.edu.au/current-students/learning-and-study/online-help-with/referencing) |
Part B – Presentation
To complete Part B –you need to prepare and deliver a professional quality presentation to pitch your new
product idea to your peers, who will role play the directors of your chosen company.
The presentation should be based on the content of your report, following a similar structure. Your
presentation is assessed on the quality of your presentation and pitching skills, but should still be wellinformed and demonstrate your ideas are based on research and evidence.
Presentation length:
If you have decided to complete this assessment individually, your presentation length should be a
maximum of 4 minutes and no more than 3 slides.
If you decided to complete this report in a group of 2-3 people, Your presentation can be no longer than 10
minutes, and it is recommended you use no more than 5 slides. All students should have an equal part in
developing and delivering the presentation.
A suggested set of slides might include:
1. Introduction and overview
2. SWOT (with reference back to your situational analysis)
3. Product
4. Segmentation/Targeting/Positioning
5. Recommended Marketing Mix (4Ps)/Concluding comments
Submitting the presentation – due to COVID-19 impacts, you will need to pre-record your presentation nand
submit it via Moodle.
Recordings can be done using the Kaltura application in Moodle on your laptops, or you could use your
smartphone to record your presentation and load into the system. More information on this process will be
provided as we get closer to the submission date.
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putting this information into one slide – just focusing on key
points, not your whole report
Assessment Criteria Sheets
BUMKT5902 Marketing Management
Assessment 2 –Marketing Strategy (Report) – Rubric
| Criteria | Weight | F (0-49) | P (50-59) | C (60-69) | D (70-79) | HD (80+) |
| Executive Summary |
5% | The executive summary has not been included, is not of sufficient length and/or does not cover the critical elements of the situation analysis. |
The executive summary communicates very few of the critical elements of the marketing report so that it reads as a stand-alone document. The length of the executive summary may not be adequate. |
The executive summary communicates some of the critical elements of the marketing report so that it reads as a stand-alone document. The length of the executive summary is suitable, but could be more detailed. |
The executive summary communicates most of the critical elements of the marketing report so that it reads as a stand-alone document. The length of the executive summary is adequate. |
The executive summary clearly communicates the critical elements of the marketing report so that it reads as a stand-alone document. The length of the executive summary is sufficient (1 page max). |
| Company Introduction and Brief Industry Overview |
10% | Company and industry is not adequately discussed or is not included. |
Company and industry is discussed, with only minimal or irrelevant detail. |
Company and industry is discussed in some detail. |
Company and industry is discussed in an adequate amount of detail and highlights some key issues to be addressed further in the situational analysis |
Company and industry is discussed with comprehensive background and highly relevant details, it is clear to the reader which key issues will be explored further in the situational analysis. |
| Analysis of operating environments (i.e., marketing, micro, macro, demographic, economic, natural, technological, political and cultural environments) |
15% | Various operating environments have either not been discussed or not discussed in an adequate amount of detail. Little evidence of integration of marketing theory and practical information. |
Various operating environments have been identified and described, however may not all be relevant or not discussed critically. Limited evidence of integration of marketing theory and practical information. |
Various operating environments were relevant and discussed in some detail, some attempt at critical analysis. Some attempts to integrate marketing theory and practical information. |
All relevant operating environments included and clear attempts to developed critical discussion with an adequate amount of detail. Regular attempts to integrate marketing theory and practical information throughout. |
All relevant operating environments included and discussed in a good amount of detail. Well developed critique and sophisticated integration of marketing theory and practical information throughout. |
| SWOT Summary |
10% | SWOT Summary has either not been provided, is lacking in detail or include irrelevant information. |
SWOT Summary has been provided and described, however possibly not all relevant components were covered or were not covered in enough detail. |
SWOT Summary discusses components in some detail, with at least the most relevant being covered. |
SWOT Summary adequately discusses components, with all relevant components included and critiqued. Some indication of issues to be considered moving forward. |
SWOT Summary includes comprehensive critique of all relevant components and clearly identifies issues to be considered moving forward. |
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| Criteria | Weight | F (0-49) | P (50-59) | C (60-69) | D (70-79) | HD (80+) |
| Segmentation, Targeting & Positioning |
15% | Segmentation, targeting and positioning have not all been discussed or have not been discussed in an adequate amount of detail. |
Segmentation, targeting and positioning have been described, possibly with some information missing, lacking some theoretical backing or is not as relevant to the chosen company as it could be. |
Segmentation, targeting and positioning have been discussed in some detail. The student has made some attempt to justify proposal with some reference to theory and research. |
Segmentation, targeting and positioning have been discussed in an adequate amount of detail. Each of these areas have been discussed well overall and the student makes a clear attempt to build arguments and justify tese with reference to theory and research. |
Segmentation, targeting and positioning have been discussed comprehensively. Each section covers key marketing theories and concepts to help justify their application to the given context. Adequate research also supports the discussion around these concepts. |
| Marketing Mix (4 Ps) |
20% | Each of the 4 Ps have either not been discussed, or not been discussed in an adequate amount of detail. |
Each of the 4 Ps have been discussed in some detail, but may be lacking adequate research, marketing theory or discussion as to its relevance to the given context. |
Each of the 4 Ps (product, price, place, promotion) have been discussed in some detail. The theory and research contributing to the discussion is okay, but could be a little more detailed. |
Each of the 4 Ps (product, price, place, promotion) have been discussed in an adequate amount of detail. Each of these areas have been discussed well overall. |
Each of the 4 Ps (product, price, place, promotion) have been discussed in a good amount of detail. Each section covers key marketing theories and concepts to help justify their application to the given context. Adequate research also supports the suggestions being made regarding how the new product is to be structured regarding the 4 Ps. |
| Overall presentation of report |
15% | The report lacks required structure and/or is of a very low standard. It also falls substantially short of the word limit. Incorrect grammar and spelling mistakes appear constantly throughout the assignment. |
The report structure and formatting is inconsistent. Word limit has not been adhered to. Some instances of incorrect grammar and spelling mistakes in parts of the report. it. |
The report structure and formatting meet minimum standards will all sections evident. Grammar and spelling mostly correct throughout. |
The report structure and formatting follow guidelines and are consistently applied throughout the report. Grammar and spelling correct throughout. |
The report structure and formatting follow guidelines and present a professional impression to the reader. Grammar and spelling is correct throughout, with a high sophistication to the look at feel of the report. |
| Referencing | 10% | No references, or very few references, are used. Those that are included do not contain sufficient detail and are not in the correct format. |
A minimum of 20, or perhaps fewer, academic references are used. Not many of the references used, both in-text and in the reference list, are in the correct format. |
A minimum of 20 academic references are used. All references used, both in text and in the reference list, are largely in the correct format. |
A minimum of 20 references are used. Few mistakes in both in-text referencing and in the reference list are evident. |
More than 20 references are used. These are correctly referenced in-text and formatted in the reference list. |
| Total | 100% |
Grade:
Comments:
Assessment 2 –Marketing Strategy (Report) – Rubric
| Student | Student ID |
| CRITERIA (Total Marks = 10) | ||
| A) DELIVERY | 2 | Comments |
| Clarity in speaking, pronunciation, speed, expression, appropriateness of tone, and professional demeanour. |
||
| B) PRESENTATION | 3 | Comments |
| Quality of accompanying slides/presentation aids, logical structure and flow of topics, timing of the presentation. |
||
| C) CONTENT | 5 | Comments |
| Introduction by student/s, purpose of presentation, explanation of key points, relevance of points discussed. |
Grade:
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