Assessment 1: Individual Essay
Choose one of the topics below:
1. Explain the ethical issues in marketing field and identify and discuss about two companies in Australia who has been having some issues regarding the way they pursue their business. You can elaborate on any aspects of marketing where these companies had some issues.
2. Discuss how companies are changing their focus from typical selling approach to societal marketing. Identify any two companies in Australia who has been very active in following societal marketing approach. Discuss in which way they are claiming about their contribution towards the wellbeing of Australian society.
3. Segmentation, targeting and positioning are interrelated activities which are important to achieving a successful Marketing Mix. Discuss any two brands from two different industries who have been successful in using these concepts in pursuit of their business. You are not allowed to discuss fast food or soft drinks industries for this essay. You need to choose these brands from the following industries:
- Furniture
- Pharmaceutical
- Baby products
- Health and fitness
- Health drinks
4. Labelling and packaging has been becoming a very important aspect of marketing. Identify some of the recent issues in labelling, packaging and country of origin in Australia. Students need to go through the current news and media to get the information about this area.
Assessment 2: Group Assignment
This assignment must be done as part of group. Students are to form groups of 4 to 5 (may vary depending on class size) and will be allocated one organization/industry from the following list:
1. Business School/University in Australia
2. Any small to medium manufacturing company in Australia
3. Fitness industry
4. Organic food
5. Any tourist resort in Australia
6. Farm House in Australia
Each group is to prepare a written report (in report format of approximately 3500 words) and an oral presentation (in PowerPoint format) of approximately 15 minutes duration, outlining the following:
1. Executive Summary with key findings and recommendations
2. Clear and concise description of the market in which the organization operates
3. Summary of the marketing environment (both micro and macro-environmental forces and trends)
4. Detailed description of how the market is (or may be) segmented and a statement of the segment(s) that the organization is targeting.
5. Brief discussion of the behaviour of customers in the segment(s) identified above.
6. A description of the marketing mix being used by the organization to target these segments.
7. A recommendation for improvements to the organization's marketing effort.