ENT203_Assessment_3_Entrepreneurial Project.docx Page 1 of 5
Task Summary
In 1750 words, select your most appropriate cost effective marketing strategies and conduct market
research, brand, social media and mobile testing of your own proposed venture. You will also identify
the marketing mix to demonstrate your knowledge and understanding of the most appropriate
marketing strategies for your potential customers.
Please refer to the Task Instructions for details on how to complete this task.
Context
Entrepreneurs apply marketing strategies to their own ventures by selecting the most appropriate lean
strategies and market testing methods. It is important for the entrepreneur to test and evaluate the
effectiveness of the chosen strategies and change or test new methods to get the best results. This is a
process that continues as entrepreneurs review and improve brands, targeting and testing current and
new market segments. This project will demonstrate your knowledge gained in modules 1-5 about
market research, establishing and marketing your brand, using social and mobile marketing strategies,
testing and analytics.
| ASSESSMENT 3 BRIEF | |
| Subject Code and Title | ENT203 Marketing for Entrepreneurship |
| Assessment | Entrepreneurial Project |
| Individual/Group | Individual |
| Length | 1750 words (-/+ 10%) |
| Learning Outcomes | The Subject Learning Outcomes demonstrated by successful completion of the task below include: a) Compare, contrast and select effective methods for engaging customers in relevant markets. b) Undertake market research and testing to determine engagement opportunities while maximising the use of scarce resources. c) Develop creative, appropriate cost solutions to engage with the market at different stages of the customer journey. d) Evaluate the impact of your marketing approaches on your business idea. |
| Submission | Due by 11:55pm AEST Sunday of Module 5.2. |
| Weighting | 35% |
| Total Marks | 100 marks |
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Task Instructions
To complete this assessment task, you must:
1. Identify marketing research and testing methods most appropriate for your own venture or
proposed venture.
2. Conduct the research and testing as appropriate to your projects and objectives.
a. Your research and testing should focus on your own current venture or a proposed
venture. There is no expectation that you will spend money to conduct tests, however if
you have a current venture, you may wish to conduct tests using your assigned
marketing budget.
3. Include the following in your project:
a. An introduction outlining your current or proposed venture to provide context for your
learning facilitator.
b. Primary and secondary research methods you chose and why.
c. Results of your secondary research and how this impacted on primary research
conducted.
d. Explanation of your brand story and how the primary research chosen will be
appropriate to test your brand with consumers.
e. Social media/mobile brand and other testing examples such as screen shots. Please do
not provide links to your social media.
i. Appropriate social media might include:
1. Facebook discussions, polls, Facebook Live.
2. Instagram.
3. Whatsapp, Messenger or other messaging social media app.
f. Evaluation of Web/mobile/social media analytics.
g. Web/mobile/social media analytics examples such as screen shots. Please do not
provide links to your analytics.
h. Explanation of how the results of your research and testing may influence your
marketing mix in the future.
4. Evaluate the results of all stages of the customer journey using data analytics and customer
responses or feedback.
a. Include the results and evaluation of your tests, but be mindful to protect the privacy of
your consumers by deleting names and images or obtaining permission to use images
and video. Test results may include:
i. Social media/mobile/web analytics.
ii. Feedback from potential customers.
iii. Screen shots or other examples of discussions and comments.
*Your explanations should demonstrate your knowledge and understanding of all modules studied in
this subject so far.
Please note the following additional information:
• You should adhere to the correct use of academic writing, presentation and grammar.
• It is important to check the Similarity Report for your assessment task in Turnitin before
submitting it in Blackboard. All highlighted sentences must be either paraphrased in your own
words or put in quotes and referenced accordingly.
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• For additional support on academic skills, please visit: https://laureateau.blackboard.com/webapps/blackboard/content/listContent.jsp?course_id=_20163_1&conten
t_id=_2498849_1
Referencing
It is essential that you use appropriate APA 6th ed. style for citing and referencing research. Please
comply with all academic standards of legibility, referencing and bibliographical details (including
reference list). Please see more information on referencing here
http://library.laureate.net.au/research_skills/referencing
Submission Instructions
Submit your Entrepreneurial Project assessment via the assessment link in the main navigation menu in
ENT203 Marketing for Entrepreneurship.
The learning facilitator will provide feedback via the Grade Centre in the LMS portal. Feedback can be
viewed in My Grades.
The below learning rubric guides the marker when awarding marks for your assessment. You should use
this rubric to review your assessment task prior to submission, ensuring there is nothing you have missed.
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Assessment Rubric
| Assessment Attributes | Fail (Unacceptable) 0-49% | Pass (Functional) 50-64% | Credit (Proficient) 65-74% | Distinction (Advanced) 75 -84% | High Distinction (Exceptional) 85-100% |
| Knowledge and understanding of modern market research methods, establishing and marketing brand, social media and mobile research, analytics for entrepreneurs. 35% | Project demonstrates a limited understanding of required concepts and knowledge of modern market research methods, establishing and marketing brand, social media and mobile research, analytics for entrepreneurs. Key components of the assignment are not addressed. | Project demonstrates a general knowledge or understanding of modern market research methods, establishing and marketing brand, social media and mobile research, analytics for entrepreneurs. Resembles a recall or summary of key ideas. Often confuses assertion of personal opinion with information substantiated by evidence from the research/subject materials. | Project demonstrates a thorough knowledge or understanding of modern market research methods, establishing and marketing brand, social media and mobile research, analytics for entrepreneurs. Supports personal opinion and information substantiated by evidence from the research/subject materials and results of the testing. Demonstrates a capacity to explain and apply relevant concepts. | Project demonstrates a highly developed understanding of the requirements of modern market research methods, establishing and marketing brand, social media and mobile research, analytics for entrepreneurs. Discriminates between assertion of personal opinion and information substantiated by robust evidence from the research/subject materials, extended reading and results of the testing. Well demonstrated capacity to explain and apply relevant concepts. | Project demonstrates a critical and comprehensive understanding of modern market research methods, establishing and marketing brand, social media and mobile research, analytics for entrepreneurs. Systematically and critically discriminates between assertion of personal opinion and information substantiated by robust evidence from the research/subject materials, extended reading and results of the testing. Well demonstrated capacity to explain and apply relevant concepts to new situations/further learning. |
| Application with synthesis of new knowledge on using data to analyse market | Limited synthesis and analysis. | Demonstrated analysis and synthesis of new knowledge on using data to analyse market trends, test and | Well-developed analysis and synthesis on using data to analyse market trends, test | Thoroughly developed and creative analysis and synthesis on using data to analyse market trends, test | Highly critical and creative analysis, synthesis of new with existing knowledge on using data to analyse |
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| trends, test and prepare and improve marketing mix. 25% | prepare and improve marketing mix. | and prepare and improve marketing mix. | and prepare and improve marketing mix. | market trends, test and prepare and improve marketing mix. | |
| Content, audience and purpose of the entrepreneurial project. 25% | Demonstrates no awareness of context and/or purpose of the project. | Demonstrates limited awareness of context and/or purpose of the project. | Demonstrates consistent awareness of context and/or purpose of the project as a presentation based on research and facts. | Demonstrates an advanced and integrated understanding of context and/or purpose of the project as a presentation based on research and facts. | Consistently demonstrates a systematic and critical understanding of context and purpose of the project as a presentation based on research and facts. |
| Effective Communication 15% | Difficult to understand for audience, no logical/clear structure, poor flow of ideas, argument lacks supporting evidence. Audience cannot follow the line of reasoning. | Information, arguments and evidence are presented in a way that is not always clear and logical. Line of reasoning is often difficult to follow. | Information, arguments and evidence are well presented, mostly clear flow of ideas and arguments. Line of reasoning is easy to follow. | Information, arguments and evidence are very well presented; the presentation is logical, clear and well supported by evidence. | Expertly presented; the presentation is logical, persuasive, and well supported by evidence, demonstrating a clear flow of ideas and arguments. |