Assessment Task 3: Marketing Plan - Part B (Plan)
| Due Date | Final Report - Week 12 - Sunday, 20 October, 2024 no later than 11:59 pm (Melbourne Time) |
| Marks | 36 marks (36%) |
| Word Count | maximum 3,000 words |
Learning Outcomes
| LO1: Examine the underlying philosophy of the marketing concept, its role as a business function and its relationship with other business functions. LO2: Identify and analyse the impact of key trends in the external and internal environments on the marketing-related activities of organisations. LO3: Analyse the marketing process and determine how various elements of the marketing mix work together to put the right product in the right place in a professional context. LO4: Develop effective marketing strategies to achieve organisational objectives. |
Overview
The marketing plan is an individual assessment in which you will use the business analysis conducted in assessment 2 to build market segments, strategies, and an action plan to achieve your brand's marketing objectives. Although you worked as a group on the first part of the marketing plan (assessment 2), each student must develop their unique market segments and strategies independently for this assessment. Assessment Details:This second phase of the marketing planning process addresses your brand's strategy and tactical activities. To complete your marketing plan, follow the sections below. You must follow the instructions, tutorial notes, the rubric below, and your tutor's instructions to complete this assessment. | Assessment 3 Report Outline Title page (no word count) Executive Summary (no word count) Table of Contents (no word count) Section 1 - Targeting and positioning Section 2 - Product Section 3 - Price Section 4 - Distribution (Place) Section 5 - Promotion Section 6 - Action plan Reference List (no word count) Appendix (no word count) |
Submission Instructions:
The assessment must be uploaded by the due date and time. All submissions must be in a Word document format (.docx or .doc).
For information about academic integrity at RMIT, visit https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/academic-integrityLinks to an external site.
Marking Criteria:
This assessment will measure your ability to:
- Design a marketing strategy and tactic plan for a brand using the marketing mix (4Ps) framework
- Develop a communication program
- Devise an action plan (schedule) for marketing initiatives
The downloadable rubric above, provides a detailed breakdown of the marks and marking criteria and should be read in conjunction with the Assessment Instructions document, the weekly tutorial notes, and the instructions by your tutor during the tutorials.
All written assignments will be marked online. Feedback will be provided on Canvas.
Additional assistance section:
We have provided below links to various resources that are likely to assist you in the completion of your assessment.
Consumer persona
There are also additional external sourcesthat can assist with this assessment task. | | - Company and competitor websites
- Industry associations
- Testimonial sites (industry and consumer sites)
|
Media
Looking for information regarding specific media. | - Television and StreamingDownload Television and Streaming
- Audio (Radio and Podcasts)Download Audio (Radio and Podcasts)
- Out of Home (OOH)Download Out of Home (OOH)
- Digital advertising (Display, SEM & SEO)Download Digital advertising (Display, SEM & SEO)
- Publishing (Magazines)Download Publishing (Magazines)
- Publishing (Newspaper)Download Publishing (Newspaper)
| |
Library databases
Need help to find information? The library databasesLinks to an external site. will provide extensive assistance, along with other sources recommended by your tutor. | - PassportLinks to an external site.
- IBIS WorldLinks to an external site.
- MarketLineLinks to an external site.
- DatAnalysis PremiumLinks to an external site.
- ABS (Australian Bureau of Statistics)Links to an external site.
| - ABI/INFORM Collection (ProQuest)Links to an external site.
- FactivaLinks to an external site.
- eMarketer ProLinks to an external site.
- World Advertising Research Centre (WARC)Links to an external site.
|
Referencing
Need help with Harvard Referencing and in-text citation? | RMIT offers multiple resources to help correctly apply Harvard in-text citation and referencing. Take a look at the following 'how to' resources: - Referencing tutorialLinks to an external site.Links to an external site.
- Printable referencing guidesLinks to an external site.
- Easy-cite referencing toolLinks to an external site.
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Rubric
MKTG1025-A3
MKTG1025-A3
| Criteria | Ratings | Pts |
|---|
This criterion is linked to a learning outcomeMarket Targeting#AoL6 Critically Engaged Formulate arguments and conclusions using informed judgement. ---------- Develop the consumer persona. | | 5 to >4.0 Pts High Distinction Justifies using informed judgement to balance evidence and intuitive understanding in analysing complex information in depth. ---------- The persona demonstrates exceptional depth and insight. | 4 to >3.5 Pts Distinction Applies informed judgement in striking a balance between evidence and intuitive understanding in evaluating complex information in depth. ---------- The persona demonstrates a high level of understanding and creativity. | 3.5 to >3.0 Pts Credit Combines informed judgement to strike a balance between evidence and intuitive understanding in evaluating complex information. ---------- The persona is showing some detail. | 3 to >2.5 Pts Pass Matches informed judgement with balancing evidence and intuitive understanding in evaluating information. ---------- The persona meets the basic requirements. | 2.5 to >0 Pts Fail Fails to display informed judgement. ---------- The persona does not meet the basic requirements of the assignment. |
| 5 pts
|
This criterion is linked to a learning outcomePositioning MapDevelop the consumer persona Analyse and identify your brand position in the market | | 2 to >1.6 Pts High Distinction The attributes selected for the positioning map demonstrate exceptional insight into the purchasing drivers and lifestyle compatibility of the consumer market. | 1.6 to >1.4 Pts Distinction The chosen attributes for the positioning map are highly relevant and insightful, reflecting a deep understanding of the consumer market's needs and motivations. | 1.4 to >1.2 Pts Credit The attributes chosen for the positioning map are relevant and offer a good understanding of the purchasing drivers for the product category. | 1.2 to >1.0 Pts Pass The attributes selected for the positioning map are somewhat relevant but may lack depth or specificity regarding the target market’s purchasing drivers. | 1 to >0 Pts Fail The chosen attributes for the positioning map are inappropriate or irrelevant, showing a lack of understanding of the target market's purchasing drivers. |
| 2 pts
|
This criterion is linked to a learning outcomePositioning StatementConstruct a brand positioning statement | | 2 to >1.6 Pts High Distinction The positioning statement strictly follows the specified structure, identifying the target audience with exceptional specificity and insight with strong connection to both the positioning map and consumer persona. | 1.6 to >1.4 Pts Distinction The positioning statement strictly follows the specified structure, accurately identifies the target audience with good specificity. | 1.4 to >1.2 Pts Credit The positioning statement mostly adheres to the specified structure well. | 1.2 to >1.0 Pts Pass The positioning statement follows the specified structure. | 1 to >0 Pts Fail The positioning statement does not follow the specified structure. |
| 2 pts
|
This criterion is linked to a learning outcomeMarketing Mix Strategy - ProductApply frameworks appropriate to develop product strategies | | 5 to >4.0 Pts High Distinction The section demonstrates exceptional in-depth analysis and application of all required concepts. | 4 to >3.5 Pts Distinction The section provides an in-depth analysis and mostly correct application of all required concepts with very minor errors. | 3.5 to >3.0 Pts Credit The section goes beyond the minimum standard with mostly correct application of all required concepts with small errors. | 3 to >2.5 Pts Pass The student meets the minimum standard across all required concepts. However, the application of some concepts contain errors or minimal illustration or analysis. | 2.5 to >0 Pts Fail The section did not adequately cover all required concepts. |
| 5 pts
|
This criterion is linked to a learning outcomeMarketing Mix Strategy - PriceApply frameworks appropriate to develop pricing strategies | | 3 to >2.4 Pts High Distinction The section expertly identifies and applies all required pricing strategies and concepts. | 2.4 to >2.1 Pts Distinction The section shows excellent understanding and strategic application of all required pricing concepts. | 2.1 to >1.8 Pts Credit The section demonstrates a good understanding of all required pricing concepts. | 1.8 to >1.5 Pts Pass The section demonstrates a basic understanding and application of all required pricing concepts. | 1.5 to >0 Pts Fail The section may show a fundamental misunderstanding or omission of some required pricing concepts and strategies. |
| 3 pts
|
This criterion is linked to a learning outcomeMarketing Mix Strategy - Distribution (Place)Apply frameworks appropriate to develop distribution (place) strategies | | 3 to >2.4 Pts High Distinction The section demonstrates an exceptional understanding and strategic application of all required distribution concepts. | 2.4 to >2.1 Pts Distinction The section demonstrates an excellent understanding and strategic application of distribution concepts. | 2.1 to >1.8 Pts Credit The section reflects a solid grasp of all required distribution concepts and their practical application. | 1.8 to >1.5 Pts Pass The section demonstrates a basic understanding and application of distribution concepts with some errors. | 1.5 to >0 Pts Fail The section lacks a basic understanding and application of all required distribution concepts. |
| 3 pts
|
This criterion is linked to a learning outcomeMarketing Mix Strategy - PromotionApply frameworks appropriate to developing promotional strategies, | | 10 to >8.0 Pts High Distinction The work reflects outstanding product category originality, strategic insight, and a sophisticated understanding of all promotional planning concepts and recommended execution. | 8 to >7.0 Pts Distinction The section demonstrates excellent strategic thinking and promotional planning. It provides a detailed, insightful and mostly accurate application of all required promotional concepts. | 7 to >6.0 Pts Credit The section shows a solid grasp of understanding and application of all required promotional concepts. | 6 to >5.0 Pts Pass The section demonstrates a basic understanding and application of all promotional concepts. | 5 to >0 Pts Fail The section shows a misunderstanding of multiple promotional strategies and their application. |
| 10 pts
|
This criterion is linked to a learning outcomeAction PlanMarketing activities to achieve marketing objectives | | 3 to >2.4 Pts High Distinction The action plan is exceptionally detailed and complete, encompassing a wide range of marketing activities with thorough descriptions. | 2.4 to >2.1 Pts Distinction The action plan is comprehensive and detailed, including all critical marketing activities with specific descriptions. | 2.1 to >1.8 Pts Credit The action plan is complete, with all key marketing activities included. | 1.8 to >1.5 Pts Pass The action plan includes all the necessary marketing activities but may lack some detail. | 1.5 to >0 Pts Fail The action plan is incomplete, missing activities essential for the marketing plan's execution. |
| 3 pts
|
This criterion is linked to a learning outcomeReport PresentationProduce a clear, logical and professional-looking report. | | 3 to >2.4 Pts High Distinction The report is exceptional in structure, showcasing professionalism and consistency in presentation. | 2.4 to >2.1 Pts Distinction The report is very well-structured, showing high professionalism and consistent presentation. | 2.1 to >1.8 Pts Credit The report is well-structured and demonstrates professionalism and consistency. | 1.8 to >1.5 Pts Pass The report has a basic structure and a level of professionalism but lacks consistency. | 1.5 to >0 Pts Fail The report is poorly structured, lacking in professionalism, and inconsistent in its presentation. |
| 3 pts
|
Total points: 36 |