| ASSESSMENT 1 BRIEF | |
| 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 |
| outcomes: | |
| a) | |
| Critically evaluate underpinning marketing theories and principles and appropriate research process to collect, store and use of data; | |
| b) | |
| Critically evaluate customer needs to create value for customers by deploying the resources of the organisation in best possible ways; | |
| Submission | Due 23:59 (AEST/AEDT) Friday by the end of Module 3.1 (Week 5) |
| Weighting | 30% |
| Total Marks | 30 marks |
Objectives:
• 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
making;
• 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.
Instructions:
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:
http://library.laureate.net.au/research_skills/referencing
• 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.
Tasks:
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.
https://learn-ap-southeast-2-prod-fleet01-xythos.s3-apsoutheast-2.amazonaws.com/5c07149a959f5/4332951?response-content-disposition=inline%3B%
20filename%2A%3DUTF-8%27%27TUA%2520PL_AC_004%2520Assessment%2520Policy%2520for%
2520Higher%2520Education%2520Coursework%2520and%2520ELICOS.pdf&response-contenttype=application%2Fpdf&X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz-Date=20190420T020849Z&XAmz-SignedHeaders=host&X-Amz-Expires=21600&X-AmzCredential=AKIAIW5OVFIUOTV36DNA%2F20190420%2Fap-southeast-2%2Fs3%2Faws4_request&X-AmzSignature=43e06ce9d0c1a38ba5e189c2c7c1e7510afe6a62311985d4e454f15e8b9d1a63
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.
4.
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 information 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 concepts. | ||||
| Analysis and evaluation do | |||||
| Viewpoints of experts are | not reflect expert | Identify logical flaws. | |||
| taken as fact with little | judgement, intellectual | Information are gathered from 20+ good quality sources with a well demonstrated capacity to explain and apply relevant concepts. | |||
| 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 interpretation/evaluation 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 | |||||
| adaptability. | |||||
| 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 | ||||
| evidence | ||||
| 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 Microenvironment (e.g., intermediaries, suppliers, publics). | publics. | |||
| Some potential | Potential challenges are | Good discussion of | ||
| client needs with regard to Micro environment actors – Suppliers, intermediaries, publics, customers etc. | ||||
| 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 – DENPTC | ||||
| Provides a satisfactory discussion of the PESTLE dimensions. | Thorough research on the DENPTC diemensions reveals relevant data/ information. The discussion is presented in a logical and systematic approach. | |||
| Critically evaluates the data/information 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 business. | ||||
| No or little consideration of influenences of the external environment. | Satisfactory relevant data/information provided to substantiate the discussion. | |||
| 20% | ||||
| 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 client | Some 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. |
| 25% | ||||
| 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, weaknesses, opportunities and threats. | ||||
| Does not show understanding of relevant concepts. |