MKTG1025 Assessment 2 (Part A) Instructions
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Royal Melbourne Institute of Technology *
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Apr 27, 2024
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MKTG1025 Marketing Principles Assessment 2 Page 1 of 19 College of Business and Law — MKTG1025 Marketing principles Assessment 2: Marketing Plan – Part A
Assessment type: Report, Group Assessment
Word limit: maximum 2,000 words Due Date: Sunday 2 April 2023, no later than 11:59 pm (AEST) (Week 5) Weighting: 40% (40 marks) Overview
In this assessment, you will complete the first part (Part A) of your marketing plan in a group of 3 to 4
students. Part A will include identifying the organisation and its mission, an in-depth analysis of the company, the environment, the competitive market, constructing a SWOT and two marketing objectives. The purpose of this assessment is to: •
develop your capacity to demonstrate knowledge of the components of a marketing plan; and •
apply the knowledge through the construction of a professional marketing plan for an assigned brand. This assessment will develop your skills in business analysis, problem-solving, creativity and presenting information in a clear, logical manner. Assessment criteria This assessment will measure your ability to: •
Research and identify the brand owner, and the company mission •
Formulate a competitive market analysis •
Identify and analyse the macro and micro environmental factors affecting your brand •
Identify critical issues that impact your marketing plan through undertaking a SWOT analysis •
Produce a clear, logical and professional-looking report.
MKTG1025 Marketing Principles Assessment 2 Page 2 of 19 Course learning outcomes
This assessment is relevant to the following course learning outcomes: CLO2 Identify and analyse the impact of key trends in the internal and external environment on marketing-related activities of organisations CLO3 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. CLO4 Develop effective marketing strategies to achieve organisational objectives. Submission instructions: Submissions must be via MKTG1025 canvas. Emailed submissions can not be accepted. The final submission must be in the form of a Microsoft Word document
. Please be aware that team members are collectively responsible for the report. This includes both, plagiarism and ensuring the team member responsible for uploading on behalf of the team has done so by the due date and time. Therefore, each team member should ensure that they view the final report and the Turnitin report associated with the assignment prior to submission. All students in a group will get the same mark unless any team members believe that the contribution was not equal and request a peer review. In this case, the mark will be based on your contribution to the team effort as determined by the peer review. Peer review is not compulsory. You should only ask for it if you feel that the team contribution was not equal. For information about academic integrity at RMIT visit: https://www.rmit.edu.au/students/student-
essentials/assessment-and-exams/academic-integrity
. Feedback:
All written assignments will be marked online. Feedback will be provided on Canvas.
MKTG1025 Marketing Principles Assessment 2 Page 3 of 19 Detailed Assessment Instructions Assessment outline This assessment will be prepared as a report on the brand provided in the Week 1 tutorial. The assessment task requires you to apply the marketing theories against the nominated brand. Through your tutorial activities, recommended text, and lecture recordings in Weeks 2 to 4, you should already have much of the material required information to complete the report. Your report must follow the following structure. Title page (no word count) Executive summary (no word count) Table of contents (no word count) 1. Company Overview (~ 250 words) 1.1. Brand Overview 2. Situation Analysis (~ 800 words) 2.1. Industry and Category 2.2. Brands 2.3. Product Segments 3. Environmental analysis (~ 600 words) 3.1. Micro-environmental factors 3.2. Macro-environmental factors 4. SWOT analysis (~ 300 words) 5. Marketing Objectives (~ 50 words) Reference list (no word count) Appendix (no word count) Note: The word count in brackets is a suggestion only More details for each report section are found on the following pages. Note: Instruction and information on how to complete the section are
beneath the section heading or subheading.
MKTG1025 Marketing Principles Assessment 2 Page 4 of 19 Title page (no word count) A good title page will include the following information: •
Course name and course code •
Assessment details •
The company and brand name •
Group details: −
Full name of each student (as it appears in your enrolment); and −
student number (s1234567) •
Your tutor's name •
Your tutorial number, day and time •
Due date Example title page layout You can style the page how you like. However, remember that simple is usually better.
MKTG1025 Marketing Principles Assessment 2 Page 5 of 19 Executive summary
(no word count)
What is an executive summary? An executive summary is a one-page summary
of the key highlights of your report. It efficiently summarises and communicates the most important findings and takeaways. How to write an executive summary When writing an executive summary, follow the four tips below: 1. Write it last
Crafting the executive summary after writing every other part of the report is the best practice. 2. Make sure the executive summary can stand on its own
Construct a tightly informative introduction, body, and conclusion that allows someone with no prior knowledge of the company, industry or brand to understand the key findings from your research and the primary findings of your analysis. 3. The executive summary is a condensed version of your report Your executive summary must directly align with the rest of your report. Therefore, while writing your executive summary, read through your report and take the most vital information from each section. Consider any significant numbers, facts, trends or findings. 4. Keep things factual
Your executive summary should only focus on the facts - do not include personal opinion or emotion in your writing. For more information Refer to the following links for more information and resources on how to write an executive summary: •
RMIT Learning Lab: https://emedia.rmit.edu.au/learninglab/content/beginning •
University of Melbourne: https://students.unimelb.edu.au/academic-skills/explore-our-resources/report-
writing/executive-summaries Also, attend the revision tutorial where your tutor can assist you with writing an executive summary. Checklist Have you:
Incorporated the key findings from the various sections of your report?
Kept the Executive Summary to only one page?
Split your Executive Summary into paragraphs – ensuring each section discussion is its own paragraph?
Paraphrased your findings? Common questions Q: Do I need to apply in-text citation in the Executive Summary? No. As you are summarising only information already contained in your report's body, the citations in the body of the report will be sufficient. Q: Do I need to use headings and subheadings in the Executive Summary? No. Break your topic discussions into paragraphs – there is no need for headings and subheadings. Q: Can I copy and paste my work directly from the body of the report? No, you should paraphrase the findings.
MKTG1025 Marketing Principles Assessment 2 Page 6 of 19 Table of contents (no word count)
A table of contents helps your reader navigate quickly through your document. Microsoft Word can automatically put a table of contents into your document. Watch the video below to understand how to automatically generate a table of contents. https://www.youtube.com/watch?v=avkTcQ4inMo If you need more help, attend your tutorial during the revision week, where your tutor will overview the process. Example Table of Contents layout
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Cell
Name
Final Value
$B$13
Obj Func AN
4135000
Decision Variable Cells
Final
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Objective
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Cell
Name
Value
Cost
Coefficient
Increase
Decrease
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55000
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1E+30
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$D$11
variables BN
25000
0
27
8.0000001
7.0000001
$E$11
variables BO
47000
0
35
7.0000001
8.0000001
Constraints
Final
Shadow
Constraint
Allowable
Allowable
Cell
Name
Value
Price
R.H. Side
Increase
Decrease
$B$16
LHS
55000
41
55000
10500
47000
$B$17
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