MKTG6002/MKT600 Marketing

Subject Code and Title MKTG6002/MKT600 Marketing
Assessment Assessment 1: Situation Analysis
Individual/Group Individual
Length 2000 words (+/- 10% excluding cover page, table of contents,
executive summary, references and appendix).
Learning Outcomes This assessment addresses the following subject learning
Critically evaluate underpinning marketing theories and
principles and appropriate research process to collect, store
and use of data;
Critically evaluate customer needs to create value for customers
by deploying the resources of the organisation in best possible
Submission Due 23:59 (AEST/AEDT) Friday by the end of Module 3.1 (Week 5)
Weighting 30%
Total Marks 30 marks

• To develop an understanding and appreciation about the influences of micro and macro
environmental actors forces on an organisation’s ability to serve the needs of its target market;
• To develop critical analytical ability to gather and analyse relaevant data to facilitate decision
• To develop foresights to predict industry trend and tailor the organisation’s practices to
respond to the changing situation.
How the assessment fits into the subject/course:
Marketing in the 21st century has evolved profoundly which is a critical element of business
administration. The design of marketing plans is integral to business organisation and the
assessment of this subject aims to provide students with the opportunity to apply the
knowledge of developing effective marketing strategies. This assessment requires the students
to analyse overall situation of the business prior to developing a marketing plan, which students
will work in their next assessment. For this purpose, a short scenario is given below to help
students address the assessment tasks.
MKT600_Assessment 1_Situation Analysis Page 1 of 6
Linkages between Assessments 1 and 2:
Assessment 1 requires students to undertake the SWOT/TOWS analysis of their chosen
organisation. Students are advised to consult the IBISWorld database through Torrens Library to
do the preliminary research to specify an industry and an organisation wtihin the given industry
that they intend to write their assignments. Students can also select an organisation from their
home country or elsewhere but need to ensure that they have access to relevant data required
to write their assignments. The assessments 1 and 2 are interlinked where students need to
summarise the situation analysis from their assingment 1 while discussing this section within the
assessment 2, the marketing plan.
This assessment task requires you to develop a Marketing Environmental Analysis that comprises
both the micro-environment and macro-environment. The micro-environment analysis involves a
scrutiny of internal environment that facilitates specifying the strengths and weaknesses, while, the
macro-environment analysis requires the scrutiny of DENPTC dimensions which will assist in
specifying the oportunities and threats. Changes within the macro environmental forces are outside
of an organisation’s direct control requiring an organisation’s marketing strategies to be adjusted to
capture emerging opportunities and minimise any potential threats.
Therefore, in this assessment task you will need to:
• Articulate your learning about marketing concepts and principles covered from Module 1
to 3.1 to demonstrate your level of understanding of them;
• Critially analyse the link between marketing theory and practice;
• Demonstrate research skills to reveal the insights;
• Apply appropriate business report writing skills;
• Use the appropriate APA style both in text itation and the reference list at the end. You
should use at least 10 relevant academic referneces from leading marketing journals and text
books to showcase quality of your research. Please see more information on referencing here:
• Discuss appropriate strategies with regards to your SWOT analysis.
Scenario: Choose an organisation intends to expand its businss either through a new product
development or a new business/market development.
1. Discuss value propositions, core brand values and buyer behaviour of your chosen organisation;
2. Analyse the micro-environment (the company, suppliers, intermediaries, relevant publics,
customers and competitors);
MKT600_Assessment 1_Situation Analysis Page 2 of 6
3. Analyse the macro environment, that is, demographic, economic, natural, political,
technological and cultural forces to demonstrate their impacts on your chosen
organisations strategies/capabilities to serve the target market (s);
Note: Take time to find good quality references to support your ideas, suggestions
and explanations using marketing theory in your report. Use relevant headings/subheadings, as you must write a formal document.
Submission Instructions:
Submit your assessment via the Assessment link in the main navigation menu in MKTG6002/MKT600
by the end of the Module 3.1 on Friday in week 5. Please review TUA overdue policy in page 3 through
the link copied below which applies 10% deduction for each day up to FIVE days and then 0.
MKT600_Assessment 1_Situation Analysis Page 3 of 6
List strengths, weaknesses, opportunities and threats as well as suggest appropriate
strategies to draw from strengths to capture opportunities, to overcome weaknesses
and to defend from threats.
Marking Rubric: Assessment 1

Assessment Fail (Unacceptable) Pass Credit Distinction High Distinction
(Functional) (Proficient) (Advanced) (Exceptional)
Attributes 0-49%
50-64% 65-74% 75 -84% 85-100%
Limited understanding of Resembles a recall or Supports personal opinion Discriminates between Systematically and critically
key concepts required to summary of key ideas. and information assertion of personal discriminates between
support discussion substantiated by evidence opinion and information assertion of personal
Evaluation of
gathered to support
the arguments
Often conflates/confuses from the research/course substantiated by robust opinion and information
Confuses logic and assertion of personal materials. evidence from the substantiated by robust
15% emotion. Information opinion with information research/course materials evidence from the
taken from reliable substantiated by evidence and extended reading. research/course materials
sources but without a from the research/course and extended reading.
coherent analysis or materials.
synthesis.Information is taken from 15+
good quality sources with and
demonstrates a capacity to
explain and apply relevant
Analysis and evaluation do
Viewpoints of experts are not reflect expert Identify logical flaws.
taken as fact with little judgement, intellectualInformation are gathered
from 20+ good quality
sources with a well
demonstrated capacity to
explain and apply relevant
questioning. independence, rigor and Questions viewpoints of
adaptability. experts. Viewpoint of experts are
subject to questioning.Information are sourced
from 30+ good quality
sources with a high level of
to develop a
comprehensive critical
analysis or synthesis.
Analysis and evaluation Identifies gaps in
reflect growing judgement, knowledge.
intellectual independence,
rigor and adaptability. Exhibits intellectual
independence, rigor, good
judgement and
Effective Difficult to understand for Information, arguments and Information, arguments and Information, arguments and Expertly presented; the
Communication audience, no logical/clear evidence are presented in a evidence are well presented, evidence are very well report is logical, persuasive,
structure, poor flow of way that is not always clear mostly clear flow of ideas and presented; the report is and well supported by
20% ideas, argument lacks and logical. arguments. logical, clear and well evidence, demonstrating a
supporting evidence. supported by evidence.
MKT600_Assessment 1_Situation Analysis Page 4 of 6
Line of reasoning is often Line of reasoning is easy to clear flow of ideas and
Audience cannot difficult to follow. follow. Demonstrates cultural arguments.
follow the line of sensitivity.
reasoning. Demonstrates use of Demonstrates use of high Demonstrates use of good Engages and sustains
credible and relevant quality, credible and relevant quality, credible and audience’s interest in the
Demonstrates resources to support and resources to support and relevant resources to topic, demonstrates high
inconsistent use of develop ideas, but these develop ideas. support and develop levels of cultural sensitivity
good quality, credible are not always explicit or arguments and statements.
and relevant resources well developed. Shows evidence of wide Demonstrates use of high
to support and develop scope within the quality, credible and
ideas. organisation for sourcing relevant resources to
evidence. support and develop
arguments and position
statements. Shows
evidence of wide scope
within and without the
organisation for sourcing
Effective use of diverse
presentation aids, including
graphics and multi-media.
Critically evaluates Some relevant Relevant suppliers, Thorough review of Systematically and
suppliers, intermediaries and relevant suppliers, critically reviews
intermediaries and publics are mostly intermediaries and relevant suppliers,
publics are identified. identified. publics. intermediaries and
Does not display an
understanding of the
(e.g., intermediaries,
suppliers, publics).
Some potential Potential challenges are Good discussion of
client needs with
regard to Micro
environment actors
– Suppliers,
publics, customers
Sensible challenges challenges are mostly identified. potential challenges, Systematically and
are not presented. identified. supported by sound critically discusses
20% arguments and/or potential challenges,
good sources. supported by sound
MKT600_Assessment 1_Situation Analysis Page 5 of 6

MKT600_Assessment 1_Situation Analysis Page 6 of 6

arguments and/or
good sources.
Critically evaluates
Superficial review of
the PESTLE dimensions.
Good discsussion on
the DENPTC dimensions
has been provided with
good relevant data/
information to support
the arguments.
client needs with
regard to Macro
environment –
Provides a satisfactory
discussion of the PESTLE
Thorough research on
the DENPTC diemensions
reveals relevant data/
information. The
discussion is presented
in a logical and
systematic approach.
Critically evaluates the
gathered on the DENPTC
dimensions. The
discussion is presented
with strong arguments
and substantiated with
relevant data as well as
demostrates the
potential effects on the
No or little
consideration of
influenences of the
external environment.
Satisfactory relevant
provided to
substantiate the
Critically evaluates the
business’s overall
situation to list out
strengths, weaknesses,
opportunities and
threats and discusses
appropriate strategies
to draw on the
strengths to capture
opportunities, defend
from threats and
overcome weaknesses
Discussion is not
relevant to clientSome relevant factors Mostly relevant factors
discussed to specify
strengths, weaknesses,
opportunities and threats
while appropriate
strategies to draw on the
strengths to capture
opportunities, defend
from threats and
overcome weaknesses not
well articulated.
Good discussion of
internal and external
environment analysis
leading to list out the
strengths, weaknesses,
oportunities and
threats and appropriate
strategies to draw from
the strengths to capture
opportunites, defend
from threats and
overcome weaknesses.
Critically evaluates the
business’s overall
situation and provides a
comprehensive list of
strengths, weaknesses,
opportunities and
threats. Discussed
succinctly appropriate
strategies to draw on
strengths to capture
opportunities, defend
from threats and
overcome weaknesses.
related to the business’s
overall situation
discussed demonstrating
some understanding of
the concepts covered but
appropriate strategies to
draw on the strengths to
capture opportunities,
defend from threats and
overcome weaknesses
not clearly articulated.
needs – superficial or
general discussion
of strengths,
opportunities and
Does not show
understanding of
relevant concepts.

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