预科BUSS103 The Principles of Marketing SIBT 代写

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预科BUSS103 The Principles of Marketing SIBT 代写

BUSS103

The Principles of Marketing

Group Assignment – Marketing Plan

Semester 3 2016

Revised 22/11/16

BUSS103 Group Assignment (Marketing Plan) 032016 V2 22/11/2016

Outcomes to be assessed:

Students will:

 Develop an understanding of specific Target Market(s) and how customers can be profiled

 Understand positioning based on a service relative to the conditions that surround the

customer.

 Address the role of the marketing mix in services marketing

 Develop marketing metrics

Assessment Instructions:

Your group of 4, you re to choose a service organisation of your choice to base your marketing plan

report on.

As a group, you are to review the chosen service organisation and write a marketing plan report to the

Board of Directors of this organisation.

The marketing plan report must include the following:

 Executive summary

 Introduction and a brief overview of the company including an overview of the industry it

operates in; structure, its services / products and key competitors.

 Situational analysis that reviews that factors outside of the organisation that impacts on

marketing strategies

 a SWOT analysis identifying strengths and potential opportunities for your chosen

organisation

 An analysis of the target market including a brief a profile of the typical customer in the target

market using the segmentation characteristics (demographic, psychographic, geographic and

behavioural factors).

 Analyse the positioning strategy that is used by the organisation.

 A summary of the objectives of the plan using SMART framework.

 An overview of the marketing mix strategies and tactics that you will use including:

o Product

o Price

o Place

o Promotion

BUSS103 Group Assignment (Marketing Plan) 032016 V2 22/11/2016

o People

o Process and physical evidence

 Marketing metrics that you will use to measure the effectiveness of each of the planned

tactics.

Assessment Referencing Guidelines:

Each group must utilise a minimum of 10 references in the marketing plan report. 6 must be

academic journal articles on marketing theory. You must support your assumptions in the proposal

with these academic sources and must reference using the Harvard Referencing system.

It is insufficient to rely on your textbook to answer the report. As you will be reviewing many

published works it is important that you correctly reference and acknowledge all sources, both in-text

and in your reference list.

You may choose to include other similar practical examples in the report. The word limit is 4000 words.

This word limit is a strict one and varying from it by more than 10% will lead to penalty. You should

use the format as prescribed in below. Your report is to be in uploaded to Turnitin prior to class on

Monday 16 January 2017 - Week 12.

NOTE:

Failure to use a minimum of 6 peer reviewed articles per group in your report will result in your

grade being assessed out of a maximum of 10 Marks

BUSS103 Group Assignment (Marketing Plan) 032016 V2 22/11/2016

Your essay work must be submitted in two stages:

Stage 1: Submit a softcopy to the plagiarism detection system ‘Turnitin’ by 5 pm Monday 16 January

2017 - Week 12.

Stage 2: Each student should complete a Peer Review assessment form by Monday 16 January 2017

- Week 12 in the Moodle learning space for your teacher. Remember to evaluate yourself first on the

form.

LATE PENALTY: Submissions received after 5 pm Monday 16 January 2017- Week 12 will incur a 5

mark penalty for the first 48 hours, thereafter any further submission will receive a zero grade for

this assessment.

Please note the following:

 Your report must include a Cover Page with full official student name (Family name in

CAPITALS), student ID number, teachers name, class day and time, and word count. Your

submitted version must also include your reference list.

 Any report not submitted to Turnitin will not be marked and will receive a ZERO GRADE.

 The marking guides are found attached to this document.

 PLEASE NOTE: You are NOT REQUIRED to submit a hard copy of this assessment.

Plagiarism Detection Software Use in this Unit

It is our task to encourage ethical scholarship and to inform students and staff about the institutional

standards of academic behaviour expected of them in learning, teaching and research. Students have

a responsibility to maintain the highest standards of academic integrity in their work. Students must

ensure they do not plagiarise. In order to detect evidence of plagiarism in students’ work, this Unit

utilizes the plagiarism detection software Turnitin. You must upload a soft copy of your essay to

Turnitin. In order to familiarise you with Turnitin, we will undertake a practice run during the Week 10

tutorial assessment workshop.

PLEASE NOTE: TURNITIN cross checks your essay against: websites, journal articles, books, and other

student papers worldwide. Do not fall in to the trap of believing that you will get away with plagiarizing

other authors work.

Your group assessment will be marked and feedback uploaded into Turnitin by Week 13.

BUSS103 Group Assignment (Marketing Plan) 032016 V2 22/11/2016

Assessment Format Guidelines

 Assessments should be typed in Cambria or Calibri 12 pt

 The report must follow the report writing guidelines a copy can be found in the Moodle

learning space

 Assessments should be fully referenced utilising the Harvard Referencing system a copy

can be found in the Moodle Learning space.

 Diagrams should be labelled and referenced

 Pages should be numbered

 You should keep a copy of your assessment for your records.

Marking Rubric

Group assessment: Marketing Review Report (Graded out of 20)

Content HD (20 - 17) Distinction (16.5 – 15) Credit (14.5 – 13) Pass (12.5 – 10) Fail (Below 10)

Executive Summary:

 Should set the scene for the report and detail

a comprehensive snap shot of what the reader

will encounter throughout the report. Should

state aims, objectives and recommendations.

A road map to the report.

 /2

Extensive exploration of

the report with a

concise structure, clear

aims and objectives,

defined approach, and

recommendations.

Active voice. Well

formed and developed.

A Comprehensive

exploration of the

report with objectives,

aims, analysis and

recommendations

clearly established.

A solid exploration of

the report. Aims,

objectives, analysis

and

recommendations

stated.

A basic exploration

of the report. Should

address aims,

objectives, provide a

summary of what

has been addressed

and state

recommendations.

Does not give an outline

of what the report

entails. Lacks detail and

structure. Lacks format

and direction for the

reader. Student is

required to address the

content of what is in the

report.

Introduction:

 Sets the scene for the theory that is to be

applied throughout the report. Should

introduce the core concepts and if relevant the

product/organisation to be discussed. Should

clarify aims and recommendations of the

report.

 /2

Concise and

comprehensive

introduction to the

report. Identifies the

theory to be addressed

in a detailed and

supported way. Is

scholarly and applies

the core concepts with

structure and form.

A detailed

introduction that

underpins the theory

to be addressed within

the body of the report.

Develops the

argument and

provides detailed

background and aims.

A strong

introduction that

outlines the theory

to be addressed.

Provides a

background and sets

clear aims to the

report.

A basic background

and aims of the

report are

addressed. Lack of

theory in support of

the direction of the

report.

A clear lack for structure

and form. No clarity in

theory with support.

Lacks aims and

direction.

Application of Theory -

Criteria:

 Identified situational market factors impacting

organisational marketing decision.

 Highly developed SWOT analysis.

 Identification of the target market and the

criteria used to segment markets

Extensive in-depth

analysis of the criteria.

Applied knowledge that

is critically supported

with theoretical

arguments. Detailed

support from literature

and authoritative

A Comprehensive

systematic

exploration. Extremely

well supported with

theoretical analysis

and critical thinking.

Demonstrates a high

level understanding of

Well-formed

theoretical

argument with

sufficient key

concepts addressed.

Demonstrated

evidence of a

moderate level of

Adequately

addressed but lacks

sufficient theoretical

arguments and

critical thinking. Lack

of understanding of

key concepts. More

No significant

theoretical arguments

and critical thinking

developed. Lacks theory

and how it is applied.

No clear understanding

of key concepts.

BUSS103 Group Assignment (Marketing Plan) 032016 V2 22/11/2016

(demographic, psychographic, geographic,

behaviour.

 Development of a positioning strategy.

 Marketing Mix – 7 P’s

 Marketing Metrics

 Total: /10

sources. Appropriate

use of the key

marketing concepts;

evidence the

assessment could be

implemented in real life.

the marketing issues

and the ability to apply

marketing.

critical thinking and

analysis.

descriptive than

analytical.

Structure:

 Demonstrated logic, flow, presentation

formatting, writing style, and reflective of

word count. /2

Extensive well

formatted and detailed

demonstrating logic,

flow, rational

positioning.

Extremely well

formed, sound logic

and flow to the work.

Well presented. Well

formed sentence

structure. No spelling

errors.

Good logic, flow and

structure overall.

Valid positions

supported

grammatically.

More logic, flow and

structure required.

Basic in language use

and style.

Descriptive as

opposed to

analytical.

A definite lack of logic,

flow and structure.

Requires more work on

presenting theoretical

arguments in a concise

and comprehensive

way.

Referencing: Harvard Referencing

 In-text referencing. Should demonstrate at

least 10 in-text references (6 are academics

references). Supported with bibliography and

uploaded to Turnitin. /4

Over and above the

referencing

requirements.

Concisely rigorous and

detailed. A detailed use

of contemporary

literature,

Extremely well

supported with

contemporary theory

and thoroughly

referenced and

supported.

Well reference with

current theory in

supporting the

theoretical

positions. Good use

of APA referencing

style.

Referenced but

requires additional

supporting in-text

theory. More depth

预科BUSS103 The Principles of Marketing SIBT 代写

of analysis required

through referencing.

Some flaws with APA

referencing style.

Lack of in-text

referencing and major

flows with APA

referencing style. Not

enough theory to

support assumptions.

BUSS103 Group Assignment (Marketing Plan) 032016 V2 22/11/2016

预科BUSS103 The Principles of Marketing SIBT 代写