MKT600_Assessment2 Marketing Plan (1) - Carlos D

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ASSESSMENT 2 BRIEF 
Subject Code and Title MKTG6002/MKT600 Marketing 
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 to generate customer insights;
b) Critically evaluate customer needs to create value for
customers by deploying the resources of the organisation
in best possible ways;
c) Critically evaluate the impact of an organisation’s marketingmix strategies on its stakeholders.
Submission For 12 weeks deliver – due on Sunday at 11:55 
pm (AEST/AEDT) by the end of week 10. 
For 6 weeks (intensive) delivery – due on Sunday at 11: 55 
pm (AEST/AEDT) by the end of the week 5. 
Weighting 50% 
Total Marks 50 marks 
Objectives: 
• To enhance a clear understanding of the importance of marketing in modern business
practices;
• 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 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 the Business Case given on 
the Blackboard. 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 by summarising the discussion from the 
assessment 1. 
MKT600/ MKTG6002 _Assessment2_Marketing Plan Page 1 of 7 
 
 
 
Linkages between Assessments 1 and 2: 
This assessment builds on the assessment 1 therefore you will be working on the same 
Business Case given on the Blackboard for Assessment 1. In assessment 1 you have addressed 
two (i.e., current marketing situation and threats and opportunity analysis) out of the eight 
steps of a marketing plan. In this assessment you are required to develop a complete 
marketing plan for the Business case given on Blackboard. 
 
Instructions: 
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 in 
the course to demonstrate your level of understanding of them to develop a marketing 
plan; 
• Articulate the link between marketing theories and practices; 
• Demonstrate an acceptable level of research skills to reveal the insights; 
• Apply appropriate business report writing skills; 
• Demonstrate a logical flow and cohesiveness in the analysis and discussion. 
• Use the appropriate in text citation and a reference list in the end of 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: https://library.torrens.edu.au/academicskills/apa/tool 
 
Scenario: 
This assessment requires you to act like a consultant to help an organisation develop a winning 
marketing strategy that intends to introduce a new product or expand its business/markets. 
 
Tasks: 
 
This assessment builds on the previous assessment, Situation Analysis of your chosen 
organisation that you undertook in the assessment one. Therefore, you need to revisit your 
assessment 1 and the feedback from your facilitator. Address the concerns, if there is any, 
indicated for your attention while summarising the discussion from the assessment 1 for the 
current market situation and the opportunities and threats sections for your marketing plan (i.e., 
assessment 2). Then, develop a complete marketing plan for this assessment: 
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; 
b. Segmentation, targeting and positioning as well as marketing mix strategies (i.e., 4ps/7ps); 
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/MKTG6002_Assessment2_Marketing Plan Page 2 of 7 
 
 
 
To start with this assessment - 
2. Outline the following steps: 
a. Clearly define the value proposition of your chosen organisation, product, or the brand; 
b. Critically evaluate the overall situation of the organisation (should be summarised 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 accompanied with a product and discuss 
product line and mix strategies; 
 
d. Pricing – describe the pricing strategy (cost-based, value-based and competition) that you 
would recommend to the senior management of the organisation and justify your choice; 
e. Distribution – outline the distribution strategies, you should discuss a specific distribution 
strategy (s) - intensive, selective, and exclusive. You also need to discuss channel strategies 
(i.e., direct and/or indirect, channel levels - single vs. multiple); 
f. Promotion – critically evaluate 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 the key issues and 
objectives and/or value proposition, the organisation's mission, and vision. 
g. Action programmes – explain how marketing strategies will be turned into specific action 
programmes. 
h. Budget – provide a supporting marketing budget which is essentially a projected profit 
and loss statement. 
i. Control – outline the controls that will be used to monitor the progress. 
Submission Instructions: 
 
Submit your assignment via the Assessment two link in the main navigation menu in the Blackboard in 
MKT600/MKTG6002. Your Learning Facilitator will announce the specific due day, date, and time for the 
submission. Please review the TUA overdue policy described in page 5, that applies a 10% deduction/day 
up to five days and then 0, through the link copied below: 
 
https://laureateaus.sharepoint.com/sites/MyTorrens/Shared%20Documents/Forms/Policies_Filter.asp
x?id=%2Fsites%2FMyTorrens%2FShared%20Documents%2FPolicies%2Fassessment%20policy%20for%
20he%20coursework%20and%20elicos%5Fpl%5Ftua%5Fac%2Epdf&parent=%2Fsites%2FMyTorrens%2
FShared%20Documents%2FPolicies&p=true&originalPath=aHR0cHM6Ly9sYXVyZWF0ZWF1cy5zaGFyZX
BvaW50LmNvbS86Yjovcy9NeVRvcnJlbnMvRWFLY2xTM28tUHBOa25uX2ZQV2Z6c2NCRzJFSVI0OXJ0amx
jYlF5bGZDYjl0dz9ydGltZT1pWEF5NDdrLTJVZw 
 
 
 
 
 
 
 
 
 
 
 
 
MKT600/MKTG6002 _Assessment2_Marketing Plan Page 3 of 7 
 
 
 
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% 
 Evaluation of 
information gathered 
to support the 
marketing plan 
10% 
 Limited understanding of 
key concepts required tosupport discussion 
 
Confuses logic and 
emotion. Information 
taken from reliable 
sources but without a 
comprehensive analysis 
or synthesis. 
 
Viewpoints of experts are 
taken as fact with little 
questioning. 
Resembles a recall or 
summary of key ideas. 
 
Often conflates/confuses 
assertion of personal 
opinion with information 
substantiated by evidence 
from the research/course 
materials. 
 
Analysis and evaluation do 
not reflect expert 
judgement, intellectual 
independence, rigor and 
adaptability. 
 Supports personal opinion 
and information 
substantiated by evidence 
from the research/course 
materials. 
 
Information is taken from 15+ 
with a demonstrable capacity 
to explain and apply relevant 
concepts. 
 
Demonstrate logical flows 
throughout the discussion. 
Differentiates between 
assertion of personal 
opinion and information 
substantiated by robust 
evidence from the 
 
Research/course materials 
sources and extended 
reading. 
 
Information is taken from 
20+ sources with a well- 
demonstrated capacity to 
explain and apply relevant 
concepts. 
 
Viewpoint of experts are 
subject to questioning. 
Analysis and evaluation 
reflect growing judgement, 
intellectual independence, 
rigor and adaptability. 
 Systematically and 
critically 
discriminates between 
assertion of personal 
opinion and information 
substantiated by robust 
evidence from the 
research/course materials 
and extended reading. 
 
Information is taken from 
30+ sources with a high 
level of 
interpretation/evaluation 
to develop a 
comprehensive critical 
analysis or synthesis. 
Identifies gaps in 
knowledge. 
 
Exhibits intellectual 
independence, rigor, good 
judgement and 
adaptability. 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
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% 
 
Marketing Strategy Report 
components were not 
adequately identified. 
 
The report was poorly 
organised. 
 
Developed 
ideas/recommendations 
with poor examples, data, 
and/or experiences. 
 
Poorly Constructed 
Reference list and/or not 
meeting the APA guidelines 
for referencing 
 
 
 
practices/standards 
 
Some Marketing Strategy 
Report components were 
identified. 
 
The report was sufficiently 
well organised. 
 
Developed 
ideas/recommendations 
with adequate examples, 
data, and/or experiences. 
 
Reference List provided and 
a variety of sources 
accessed in research 
meeting APA guidelines for 
referencing. 
 
 
 
 
 
 
Marketing Strategy Report 
components were 
adequately 
identified. 
 
The report was well 
organised from beginning to 
end. 
 
Developed specific 
ideas/recommendations 
with 
good supporting examples, 
data, and/or experiences. 
 
A correctly constructed 
Reference List provided and 
a variety of sources 
accessed in research 
meeting APA 
guidelines for referencing. 
practices/standards 
 
All Marketing Strategy 
Report components were 
correctly identified. 
 
The report was very well 
organised and orderly from 
beginning to end. 
 
Developed specific 
ideas/recommendations in 
depth with appropriate 
supporting examples, data, 
and/or experiences. 
 
A correctly constructed 
Reference List provided 
and 
in-report citations of 
sources provided and a 
variety of sources accessed 
in research meeting APA 
guidelines for referencing. 
 practices/standards. All 
 
Marketing Strategy 
Report components were 
clearly and correctly 
identified. 
 
The report was expertly 
organised and orderly 
from beginning to end. 
 
Developed specific 
ideas/recommendations 
in depth with strong and 
appropriate supporting 
examples, data, and 
/or experiences. 
 
A well-constructed 
Reference List provided 
and in-report Citations of 
sources provided and a 
wide variety of sources 
accessed in research 
meeting APA guidelines 
for referencing. 
 
 
 
 Critically evaluates 
client needs with 
regards to the market 
 Superficially 
evaluates and 
justifies the selection 
Fairly evaluates and 
justifies the selection of 
target market 
 Adequately evaluates 
and justifies the 
selection of target 
Thoroughly evaluates 
and justifies the 
selection of target 
 Critically evaluates and 
justifies the selection 
of target market 
 
 
segmentation, 
 
 
Targeting and 
positioning strategies 
20% 
 
of target market 
 
 
demonstrating no 
understanding of the 
theories from the 
subject. 
 
Description of market 
segments not 
provided. 
 
No efforts to 
substantiate the 
target market. 
 
Value proposition is 
vague. 
 
Little or no 
justification of the 
positioning strategy 
reflecting little or no 
link to the entire 
analysis. 
 
The strategy for 
competitive advantage 
doesn’t make sense. 
 
demonstrating a 
 
 
satisfactory 
understanding of the 
theories from the 
subject. 
 
Description of at least 
one market segments 
provided. 
 
Very little efforts to 
substantiate the target 
market. 
 
A satisfactory value 
proposition provided. 
 
Satisfactory 
justification of the 
positioning strategy 
reflecting the links to 
the entire analysis. 
 
The strategy for 
competitive advantage 
is satisfactory. 
 
market demonstrating a 
good understanding of 
the theories from the 
subject. 
 
Description of at least 
two market segments 
provided. 
 
Some efforts to 
substantiate the target 
market. 
 
A good value propositions 
differentiating the 
business from the 
competitors. 
 
A good justification of 
the positioning strategy 
reflecting the links to the 
entire analysis. 
 
The strategy for 
competitive advantage is 
sensible. 
 
market demonstrating a 
very good 
understanding of the 
theories from the 
subject. 
 
Description of at least 
three market segments 
provided. 
 
Target market has 
been substantiate. 
 
A well-stated value 
proposition 
differentiating the 
business from the 
competitors. 
 
A very good 
justification of the 
positioning strategy 
reflecting the links to 
the entire analysis. 
 
 
The strategy for 
competitive advantage 
is sensible. 
 
demonstrating 
excellent 
understanding of the 
theories from the 
subject. 
 
Description of three or 
more market segments 
provided. 
 
 
Target market has been 
substantiated 
comprehensively. 
 
 
A sophisticated value 
proposition 
differentiating the 
business from the 
competitors. 
 
 
Comprehensive 
justification of the 
positioning strategy 
reflecting the links to 
the entire analysis. 
 
 
The strategy for 
competitive advantage 
is sensible and well 
argued. 
 Critically evaluates 
the impact of the 
application of marketing 
mix (the 4Ps/7ps of 
marketing) to 
stakeholders 
 
30% 
 Limited synthesis and 
analysis. 
 
Strategy ideas presented 
fail to have a foundation 
in the market analysis. 
 
Marketing mix 
Demonstrated analysis 
and synthesis of new 
with existing knowledge in 
evaluating the application 
of marketing mix to the 
target market. 
 
 
Presents strategy ideas 
 Adequately evaluates 
and justifies the 
selection of target 
market demonstrating a 
good understanding of 
the theories from the 
of marketing mix to the 
target market. 
Thoroughly developed and 
creative analysis of new 
with existingknowledge 
and synthesis in evaluating 
the application of 
marketing mix to the target 
market. 
 
 Highly sophisticated and 
creative analysis of new 
with existing knowledge 
in evaluating the 
application of marketing 
mix to the target market. 
 
Presents and 
 
variables have not 
been outlined 
clearly. 
that have a foundation 
in the market analysis. 
 
Marketing mix 
variables have been 
outlined. However, 
they do not reflect the 
link to the core 
strategies. 
Presents interesting 
strategy ideas that have 
a good foundation in the 
market analysis. 
 
Marketing mix variables 
have been outlined. 
However, they reflect 
unclear connection to 
the core strategies. 
Presents and succinctly 
discusses sensible & 
interesting strategy 
ideas that have a very 
good foundation in the 
market analysis. 
 
 
Marketing mix 
variables reflect core 
marketing strategies to 
form one intact 
strategy. 
 
 
succinctly discusses 
concise, sensible & 
interesting strategy 
ideas that have a solid 
foundation in the 
market analysis. 
 
Marketing mix 
variables reflect core 
marketing strategies 
to form one intact 
strategy. 
 Formulates effective 
and innovative 
recommendations 
that are justifiable 
20 % 
 Demonstrates limited 
awareness of context 
and/or purpose of the 
assignment and/or the 
specific client’s need. 
 
Fails to provide 
recommendations that 
are reasonable and/or 
applicable to the 
organisation. 
Demonstrates adequate 
awareness of context 
and/or purpose of the 
assignment and/or the 
specific client’s need. 
 
Provides standard, 
straightforward or 
obvious recommendations 
only. 
 Demonstrates consistent 
awareness of context 
and/or purpose of the 
assignment and/or the 
specific client’s need. 
 
Provides good 
recommendations that 
reflect skilful analysis and 
some original thinking. 
Demonstrates an 
advanced and integrated 
understanding of context 
and/or purpose of the 
assignment and/or the 
specific client’s need. 
 
Provides advanced 
recommendations 
that reflect well 
developed analysis 
and original thinking. 
 Consistently 
demonstrates a 
systematic and critical 
understanding of context 
and purpose of the 
assignment and/or the 
specific client’s need. 
 
Provides expert 
recommendations that 
reflect sophisticated 
analysis, original thinking 
and creativity.