Marketing Fundamentals Assessment-
Part A: Marketing Strategy Presentation
Part B: Peer Review
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.
e) Describe key marketing metrics used to evaluate the effectiveness of a marketing plan.
Context:
The aim of this assessment is for you to demonstrate both your understanding of, and ability to identify the key components of a Marketing Plan for a product or service.
Instructions:
Based on the Product/Service identified in Assessment 2, groups are to conduct a full analysis of the current target market and marketing strategy through the application of theory presented and discussed in this subject.
Part A: Marketing Strategy Presentation
Group presentation should include:
1. A brief background Information on the Company and selected Product/Service
2. The brand's target market analysis that includes:
i. Segmentation analysis
ii. Targeting strategy
3. The positioning strategy that includesthe possible positioning statement
4. Marketing mix variables that include:
i. Product mix strategy:
(a) The three levels of product.
(b) Brand strategy decision: line extension, brand extension, multi- brand and new brand.
ii. Pricing strategy:
(a) Pricing option: value-based, competition-based and cost plus.
(b) Price adjustment strategy
iii. Placement:
(a) Marketing/distribution channel strategy
(b) Distribution coverage strategy
iv. Promotion:
(a) Advertising
(b) Personal selling
(c) Sales promotion
(d) PR
(e) Direct
(f) Digital
v. Extended marketing mix variables:
(a) People
(b) Process
(c) Physical evidence
5. A brief conclusion that includes the key findings.
6. The relevant concepts that have been explained and used.
Your team will then be assigned a peer group presentation to be reviewed for Part B of this assessment by your facilitator from all the uploaded presentations. However, you are encouraged to view all the presentations uploaded in the discussion forum and put your feedback and comments.
Online students must submit an audio video version of their presentation. Tools like powerpoint or prezi are ideal to make presentations. Develop the presentation as a group but select one member to narrate the presentation. Also nominate one member to submit the presentation on behalf of the group
Part B: Peer Review
The presentation prepared in Part A of this assessment is shared by the group through the discussion forum with your peers.
In this part B, your group will be assigned another group presentation for scrutiny and review.
Your Group:
Is required to review and comment on another group's presentation using the 'Part A: Presentation - Learning Rubrics provided below' (The same rubric is used by your facilitator to mark your own group presentation as a guide).
Your aim as a group is to comment on the effectiveness of the marketing of other group presentation assigned for your review.
Apply the marketing concepts discussed through the term to summarize the strengths and weaknesses of the other groups' presentation
Your instructor will then:
1. Compare the marketing strategy presentation you reviewed with the result of your peer marking using the same Learning Rubrics provided below, and
2. Grade each group's performance as reviewers.
It is expected that the group will provide meaningful and useful review and comments on the work done by another group. This is critical as review marks are assessed based on how well your comments reflect the group's understanding of the marketing concepts as applied to the other group presentations being reviewed.