MKTG6002/MKT600 Marketing

Subject Code and Title MKTG6002/MKT600 Marketing
Assessment Assessment 2: Marketing Plan
Individual/Group Individual
Length 3000 words (+/- 10% excluding cover page, reference etc).
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;
Critically evaluate customer needs to create value for
customers by deploying the resources of the organisation
in best possible ways;
Critically evaluate the impact of an organisation’s marketing
mix strategies on its stakeholders.
Due 23:59 (AEST/AEDT) on Friday by the end of Module 5
in Week 10
Weighting 50%
Total Marks 50 marks

• •
To enhance a clear understanding of the importance of marketing in modern business
To develop a succinct understanding about marketing theories and their application in
devising marketing strategies;
• To critically analyse all relevant factors affecting the exchange process;

To enable developing insightful marketing strategies for a business.
How the assessment fits into the subject/course:
Marketing in the 21st century has evolved profoundly where developing winning marketing
strategies has been integral to businesses of all types in order to achieve its strategic objectives.
This assessment provides students with the opportunity to apply the knowledge and insights
developed in the marketing subject to develop effective marketing strategies for a business, a
product or a brand. Students are required to develop a complete marketing plan for their chosen
organisation, product or the brand which they worked within the assessment one. The emphasis
within this assessment should be placed on expanding various steps as recommended in the
marketing plan template while the current marketing situation and threats and opportunities
analysis to be briefly discussed drawing from the assessment one.
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Linkages between Assessments 1 and 2:
This assessment is the continuation of the assessment 1. In assessment 1 students
addressed two (i.e. current marketing situation and threats and opportunity analysis) out
of the eight steps of a marketing plan. In this assessment students are required to
develop a complete marketing plan for an organisation, a product or a brand of their
choice. Since the assessment 1 and 2 are interrelated so students in any situation are not
advised to change their organisation, product or the brand that they chose in the
assessment one.
This assessment task builds on the Situation Analysis that you undertook in Assessment 1.
This assessment task requires you to expand the remaining steps of the marketing plan to:
• Articulate your learning about marketing theories, concepts and principles covered
so far to demonstrate your level of understanding of them;
• Analyse the link between marketing theories and practices;
• Demonstrate an acceptable level of research skills to reveal the insights;
• Apply appropriate business report writing skills;
• Use the appropriate in text citation nd a reference list in your written work. You should provide
at least 15 high quality marketing references to show quality of research. STRICTLY adhere to
the APA style in referencing. Please see more information on referencing here:
• Demonstrate a logical flow and cohesiveness in the analysis and discussion.
This assessment requires you to act like a consultant to help an organisation develop
a winning marketing strategy that wants to introduce a new product or expand its
This part of the assessment is a follow-up to the Situation Analysis that you provided in
assessment one. Therefore, you need to revisit assessment 1 and the feedback from
your facilitator. Then, develop a complete marketing plan for this assessment to:
1. Develop a marketing plan – The aspects that you should include are:
a. Identify objectives and issues as well as marketing logic to create customer value;
c. Action programmes – how marketing strategies will be turned into specific actions that answer What will
be done? When will be done? Who will do it? and How much will it cost (budget )? and controls.
MKT600_Assessment2_Marketing Plan Page 2 of 7
b. Targeting and positioning as well as marketing strategies (i.e., 4ps/7ps);
To start this task.
2. Outline the following marketing mix variables:
a. Define clearly the value proposition of your chosen business, product or the
b. Critically evaluate the business’s situation (provide a summary of SWOT/TOWS analysis
from the assessment 1) and suggest appropriate marketing mix strategies:
c. Product – define the product attributes/features to reflect your value propositions.
You are advised to review the threes levels that are accompained with a product and discuss
product line and mix strategies;
d. Pricing – describe the pricing strategy (e.g., break-even, mark up) that you would
recommend to the senior management of the organisation and justify your choice;
e. Distribution – outline the distribution strategies you would recommend (i.e., intesive,
selective and exclusive). You also need to discuss channel strategies (i.e., direct and/or
indirect, channel levels – single vs. multiple);
Promotion – outline the promotion strategies you would recommend (i.e., pull vs. push) .
You also need to discuss promotional mix strategies (i.e., advertising, salesmanship, sale
promotion, publicity and public relations) as well as media strategies. Please beware that
your marketing strategies should be aligned with value proposition as well as the
organisation’s mission, vision and objectives.
Submission Instructions:
Submit your assignment via the Assessment two link in the main navigation menu in the Blackboard in
MKT600 by the end of the Module 5 on Friday in week 10. Please review the TUA overdue policy
described in page 3, that applies a 10% deduction/day up to five days and then 0, through the link
copied below:
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Learning Rubric: Assessment 2

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 Systematically and critically
key concepts required to summary of key ideas. and information discriminates between
support discussion substantiated by evidence assertion of personal
Often conflates/confuses from the research/course opinion and information
Evaluation of
information gathered
to support the
marketing plan
assertion of personal materials.Differentiaates between
assertion of personal
opinion and information
substantiated by robust
evidence from the
substantiated by robust
10%opinion with information evidence from the
substantiated by evidence research/course materials
from the research/courseInformation is taken from 15+and extended reading.
Confuses logic and
emotion. Information
taken from reliable
sources but without a
analysis or synthesis.
with a demonstratablecapacity
to explain and apply relevant
Information is taken from
Analysis and evaluation do 30+ sources with a high
Viewpoints of experts are not reflect expert Demonstrate logical flows
throughout the discussion.
level of
taken as fact with little judgement, intellectualInformation is taken from
20+ sources with a well
demonstrated capacity to
explain and apply relevant
questioning. independence, rigor and to develop a
adaptability.Questions viewpoints of
experts where relevant.
Viewpoint of experts are comprehensive critical
subject to questioning. 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
Report structure/format Report structure/format Report structure/format was Report structure/format Report structure/format
Logical and Compelling was not consistent with was professional and professional, original and was very professional, was highly professional,
Report Structure Industry original and was adequately consistent with Industry original and consistent with original and consistent with
practices/standards consistent with Industry practices/standards Industry Industry
20% practices/standards practices/standards practices/standards.
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Research/course materials
sources and extended
Marketing Strategy Report Some Marketing Strategy Marketing Strategy Report All Marketing Strategy All Marketing Strategy
components were not Report components were components were adequately Report components were Report components were
adequately identified. identified. identified. correctly identified. clearly and correctly
The report was poorly The report was sufficiently The report was well The report was very well
organised. well organised. organised from beginning to organised and orderly from The report was expertly
end. beginning to end. organised and orderly from
Developed Developed beginning to end.
ideas/recommendations ideas/recommendations Developed specific Developed specific
with poor examples, data, with adequate examples, ideas/recommendations with ideas/recommendations in Developed specific
and/or experiences. data, and/or experiences. good supporting examples, depth with appropriate ideas/recommendations in
data, and/or experiences. supporting examples, data, depth with strong and
Poorly constructed Reference List provided and and/or experiences. appropriate supporting
Reference List and/or not a variety of sources A correctly constructed examples, data, and
meeting the APA accessed in research Reference List provided and a A correctly constructed /or experiences.
guidelines for referencing. meeting APA guidelines for variety of sources accessed in Reference List provided and
referencing. research meeting APA in-report citations of A well-constructed
guidelines for referencing. sources provided and a Reference List provided and
variety of sources accessed in-report Citations of
in research meeting APA sources provided and a
guidelines for referencing. wide variety of sources
accessed in research
meeting APA guidelines for
Superficially Fairly evaluates and Adequately evaluates Thoroughly evaluates Critically evaluates and
evaluates and justifies the selection of and justifies the and justifies the justifies the selection
justifies the selection target market selection of target selection of target of target market
of target market demonstrating a market demonstrating a market demonstrating a demonstrating
demonstrating no satisfactory good understanding of very good excellent
Critically evaluates client
needs with regards to
the market
targeting and positioning
understanding of the understanding of the the theories from the understanding of the understanding of the
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20% subject. subject. subject. subject.
theories from the theories from the subject. theories from the theories from the
Description of at least
Description of market Description of at least two market segments Description of at least Description of three or
segments not one market segments provided. three market segments more market segments
provided. provided. provided. provided.
Some efforts to
No efforts to Very little efforts to substantiate the target Target market has Target market has been
substantiate the substantiate the target market. been substantiate. substantiated
target market. market. comprehensively.
A good value proposition A well-stated value
Value proposition is A satisfactory value differentiating the proposition A sophisticated value
vague. proposition provided. business from the differentiating the proposition
competitors. business from the differentiating the
Little or no A satisfactory competitors. business from the
justification of the justification of the A good justification of competitors.
positioning strategy positioning strategy the positioning strategy A very good
reflecting little or no reflecting the links to reflecting the links to the justification of the Comprehensive
link to the entire the entire analysis. entire analysis. positioning strategy justification of the
analysis. reflecting the links to positioning strategy
The strategy for The strategy for the entire analysis. reflecting the links to
The strategy for competitive advantage competitive advantage is the entire analysis.
competitive advantage is satisfactory. sensible. The strategy for
doesn’t make sense. competitive advantage The strategy for
is sensible. competitive advantage
is sensible and well
Limited synthesis and Demonstrated analysis Well-developed analysis Thoroughly developed and Highly sophisticated and
Critically evaluates analysis. and synthesis of new and synthesis of new with creative analysis of new creative analysis of new
the impact of the with existing existing knowledge in with existing knowledge with existing knowledge
application of Strategy ideas knowledge in evaluating the application and synthesis in in evaluating the
MKT600_Assessment2_Marketing Plan Page 6 of 7
presented fail to evaluating the of marketing mix to the evaluating the application of marketing
have a foundation in application of target market. application of marketing mix to the target market.
marketing mix (the
4Ps/7ps of marketing) to
the market analysis. marketing mix to the mix to the target market.
30% target market. Presents interesting Presents and
strategy ideas that have Presents and succinctly succinctly discusses
Presents strategy ideas a good foundation in the discusses sensible & concise, sensible &
Marketing mix that have a foundation market analysis. interesting strategy interesting strategy
variables have not in the market analysis. ideas that have a very ideas that have a solid
been outlined good foundation in the foundation in the
clearly. market analysis. market analysis.
Marketing mix Marketing mix variables
variables have been have been outlined. Marketing mix
outlined. However, However, they reflect Marketing mix variables reflect core
they do not reflect the unclear connection to variables reflect core marketing strategies
link to the core the core strategies. marketing strategies to to form one intact
strategies. form one intact strategy.
Demonstrates limited Demonstrates adequate Demonstrates consistent Demonstrates an Consistently
Formulates effective awareness of context awareness of context awareness of context advanced and integrated demonstrates a
and innovative and/or purpose of the and/or purpose of the and/or purpose of the understanding of context systematic and critical
recommendations assignment and/or the assignment and/or the assignment and/or the and/or purpose of the understanding of context
that are justifiable specific client’s need. specific client’s need. specific client’s need. assignment and/or the and purpose of the
specific client’s need. assignment and/or the
20 % Fails to provide Provides standard, Provides good specific client’s need.
recommendations that straightforward or recommendations that Provides advanced
are reasonable and/or obvious reflect skilful analysis and recommendations Provides expert
applicable to the recommendations only. some original thinking. that reflect well recommendations that
organisation. developed analysis reflect sophisticated
and original thinking. analysis, original thinking
and creativity.

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