Learning Outcomes
a) Reflect on the evolution of the marketing concept
b) Outline the elements of the marketing process.
c) Analyse the social, cultural, global and environmental responsibilities of the professional marketer.
d) Demonstrate an understanding of analysis, problem solving and communication skills in marketing.
Instructions:
- The presentation recommended for this Assessment is REPORT FORMAT.
- An Executive Summary is NOT required, although you should include a Title Page, a Table of Contents, and use suitable Headings for the information presented, Student Identifier (Name and Number) and Page Numbers should appear on each page of the document - ideally in either the Header or Footer.
- The assessment should be submitted in a format that would be acceptable in the business world. All assessments are to be submitted to Blackboard. All work must be word-processed, spell checked, grammatically acceptable, and professional in appearance.
- Assessments should not be written from a 1st person context, but rather from the 3rd person perspective.
That is, "I, we, my, our" are not acceptable.
- All claims and recommendations are to be supported by suitable and relevant marketing and/or theoretical principles and the relevant references.
- Should include a correctly constructed Reference List and accompanying in report citations as per College guidelines (APA Referencing).
- The use of any combination of narrative, point form, diagrams, graphs or charts including presenting the information in table form is permitted - particularly if these devices reduce the wordiness and increase the "readability" of the submission.
Assessment Brief: Project Report
- Team's analyses should include:
a. A brief background Information on the Company and selected Product/Service
b. Situation Analysis that:
i. Examines forces and identifies key changes in the marketing environment that may influence both marketers' and customers' decisions including economic, political, legal, socio-cultural and technological factors.
ii. Includes a SWOT Analysis based on factors identified
from your Situation Analysis of the Marketing Environment (Opportunities/Threats) and any relevant internal factors (Strengths/Weaknesses).
c. Competitive Analysis of 2 competitor Product/Services, including why or what makes they are competitors to the Product/Service under review. Discussion in this section should also cover off whether the Competitors are considered to be superior/inferior to the Product/Service under review.
d. Consumer Buyer Characteristics including the level of involvement of consumers that purchase the Product/Service, identify situational, psychological and social influences on the buying decision process.
e. Any information that is obtained from secondary sources (i.e. books, journal, newspapers etc.) must be correctly referenced. This should include in-text citations and an alphabetical Reference List.
f. Relevant subject concepts that have been explained and used.