This is a marketing principle sample assessment for oversea student who wants to improve writing skills. Examine the core marketing terms, evolution of the marketing concept and determine the need for ethical marketing practices. Determine the importance of planning as part of the marketing process. Analyse the environmental factors that impact an organisation. Analyse the key principles and practices relating to market research
MKT10008 - Marketing Principles Assessment Task - Marketing Report – 30% (Individual) Learning Outcomes: This assessment reflects Unit Learning Outcomes 1, 2, and Students who successfully complete this task should be able to: Examine the core marketing terms, evolution of the marketing concept and determine the need for ethical marketing practices Determine the importance of planning as part of the marketing process Analyse the environmental factors that impact an organisation Analyse the key principles and practices relating to market research Assessment Task Overview: You are asked to conduct an Industry Analysis for a specific industry in Australia Please select one industry from the four industries listed below: Snack Food Manufacturing Sunscreen and other Skincare Products Manufacturing Supermarkets Beer Manufacturing There is also a report template available on BlackBoard which you must use when writing the report The report will be marked on BlackBoard (via Turnitin) It is highly recommended that you make yourself familiar with both the report requirements and the marking guide (below) Due: Week (The report is due on Friday 28th July; see the Unit Outline) Worth: 30% Total Word length: 1400 words (excluding Table of Contents, Reference List and any Appendicies); for suggested word lengths of each section, see the template on BlackBoard ©Copyright: 2016 Swinburne University of Technology CRICOS: 0011D TOID: 3059 G:\Dept\SwinColl\Pathways Subjects\UNILINK\The Marketing Concept_Marketing Principles\Assessments 2017\TP1 Version 8/09/2017 Page of Details of the Report (see also the Marking Guide below): Introduction Explain who ‘authorised’ (requested) the report, its purpose and the areas to be examined, and the general methodology that will be used (eg sources) Suggested words: 100 Part A: Industry Analysis First, give a brief introduction as to what will be covered in this section Then you will need to research and evaluate the relevant industry Then the following sections in detail: • Brief Introduction to Industry Analysis (see above) Suggested words: 50 • Market Definition –Define and describe the market Your definition should come from the relevant IBIS report Suggested words: 80 • Market Background and History- Provide an overview of the main factors that have impacted upon this industry Include a history of the industry in Australia and important events that have shaped the industry Extensive research from a range of sources is required Suggested words: 280 • Market Size – describe the size of the industry (in terms of sales/ revenue) for the most recent year available This information is available from the relevant IBIS report Attach a table or graph as part of your answer Suggested words: 80 plus table or chart • Market Growth – describe the sales/revenue trend in the market for the past 5-10 years, and also include the projected growth for the future Your discussion should include: a written discussion of the trend (eg reasons for this growth / decline, detailed explanation); a table with at least five years of data; and a graph which you have prepared Marks are awarded for the correct figures provided, your interpretation of the trend, and the table and graph Base information can be obtained from the relevant IBIS report Suggested words: 120 plus table and graph • Key Competitors – List and describe any two key competitors operating within the market Your discussion needs to include at least a two paragraph discussion for each competitor Identify the competitors, their product offering and a general description of their operations It is not sufficient to directly copy the information from IBIS You are expected to synthesise the information from several sources and put in your own words Suggested words: 300 ©Copyright: 2016 Swinburne University of Technology CRICOS: 0011D TOID: 3059 G:\Dept\SwinColl\Pathways Subjects\UNILINK\The Marketing Concept_Marketing Principles\Assessments 2017\TP1 Version 8/09/2017 Page of Part B: Environmental Analysis Critically evaluate and discuss one (1) environmental factor that has impacted this industry from st January 2015 to date Describe an environmental factor that is currently affecting your Australian industry or companies in this industry or likely to affect it in the near future You will need to provide evidence (in the Appendix/ces) that support your discussion This evidence will be a download of one (or more) actual newspaper or journal articles that can be sourced from one of the databases available through the Swinburne library Examples of these datadases include ANZ Reference Centre (within Ebscohost), Factiva, Proquest, Business Source Complete, etc Your teacher will run through access details to these databases within a Lab session Please remember to correctly acknowledge sources of information for each article included The environmental factor can be either a micro and macro environmental factor Suggested words: 270 Conclusion Summarise all the key findings from the report Note that NO ‘recommendations’ (suggestions for action by those in the industry or a particular company) are to be given, only a conclusion Suggested words: 120 GENERAL NOTES: Research: To complete this task successfully, students need to engage in extensive research Sources such as IBIS reports, newspaper/journal databases, websites, industry magazines and newspaper and journal articles will be relevant to gather information List of References: You must provide a ‘Reference List’ (but not a bibliography, which is similar), and this must be done according to the Harvard Style Guides See Swinburne Library’s site You MUST have a minimum of five references which include databases and newspapers If you have not referenced your information correctly, your overall grade will be affected for this assessment In-text referencing: All references referred to in the List of References, as well as charts, diagrams, photos, etc, must have an ‘in-text reference’ These must be in the relevant place (next to the information item) in the report body Word Length: Around 1400 words (excluding Table of Contents, Reference List and any Appendicx/ies); for suggested word lengths of each section, see the guide above ©Copyright: 2016 Swinburne University of Technology CRICOS: 0011D TOID: 3059 G:\Dept\SwinColl\Pathways Subjects\UNILINK\The Marketing Concept_Marketing Principles\Assessments 2017\TP1 Version 8/09/2017 Page of Format: This document MUST follow the structure of a formal report Students have been provided with a Report Template which is available on BlackBoard and this shows how to correctly lay out the report (You can also refer the Communications Skills Handbook by Summers and Smith for additional information on how to correctly write a Business Report) Grammar and spelling: It is expected that the report will be prepared and presented in a professional manner Grammar and spelling will be assessed in this report Some major areas of interest when marking are whether: • the prose is broken down into enough paragraph breaks (typical paragraphs usually being between four and 10 lines) • consistent font sizes and types have been used throughout and • only the third person is used (ie no 1st or 2nd person, such as I, we, our, you, your) Submission: A copy of the report MUST be uploaded on “Blackboard” by the due date & time specified by the convenor If this Turnitin copy (from Blackboard) is not uploaded by the due date a 10% penalty per day may be applicable Assessment Task - Marketing Report Marking Guide (Note: this will actually be marked on BlackBoard) Criteria Introduction Industry analysis: Brief Introduction Weight 2.5 15 – broken down to: Brief Intro: - Unsatisf’y / Not Done (0% of Mark) Poor (25% of Mark) Very brief or section not included Some attempt at a summary of the report’s major purpose and key content of the report Fair / Good (50% of Mark) A good summary of the report’s major purpose and key content within the report A minimal attempt Extremely limited discussion of Industry discussion highlighted a few points in Industry discussio n included history and ©Copyright: 2016 Swinburne University of Technology Very Good (75% of Mark) Excellent (100% of Mark) A very good summary of the report’s major purpose, the benefits and analytical processes and the findings Industry discussion included history, many Concise and succinctly provides the main points to be covered in the report Industry and market are very clearly explained CRICOS: 0011D TOID: 3059 G:\Dept\SwinColl\Pathways Subjects\UNILINK\The Marketing Concept_Marketing Principles\Assessments 2017\TP1 Version 8/09/2017 Page of Market Definition Market background Market Defin’n 1.5 Backgr’d / History Market size Mkt Size Market growth Key Competitors Environm’tal factor Mkt Growth the market background, size and growth Superficial analysis of competitors Little sign of analysis Section not included the Industry time line Basic discussion of the market background , market size, growth and Major competitors Information supported by information sources Discussion was only partly descriptive and theoretical Minimal research has been undertaken Section not included Newspaper/ Journal articles not included in the Appendices Demonstrat es a fair understandi ng of how an environmen tal factor impacted the industry Information supported by reasonable sources Some Newspaper / Journal articles included in the Appendices Key Compet’s 4.5 – broken down to: Environ’al Factor Discussion Relevant Article/s Attached ©Copyright: 2016 Swinburne University of Technology several important points in the Industry time line Accurate figures & descript’n included for market size and growth A clear discuss’n about compet’rs provided Inform’n supported by good quality referen’s A good attempt at discuss’n and evaluating one environ’l factor influen’ing industry Demonstr ates good u’standing of how the factors impacted the industry Informat’n supported by good sources Some Newspap er/Journal important points in the Industry time line were described Accurate description and analysis provided for market size and growth A very good analysis of the Major competitors Information supported by good sources A very good attempt at discussion and evaluating one environmen tal factor influencing the industry Demonstrat es a very good understandi ng of how the factor impacted the industry Information supported by good sources Newspaper Excellent discussion of the major events that shaped the industry and its evolution Market size/growth and key competitors very well described Well researched & supported with intext refer’s Excellent evaluation of industry is provided Discussion demonstrat es in-depth knowledge, study, exploration and synthesis of information for the factor Well researched and supported Cited evidence Newspaper / Journal articles included in the Appendices CRICOS: 0011D TOID: 3059 G:\Dept\SwinColl\Pathways Subjects\UNILINK\The Marketing Concept_Marketing Principles\Assessments 2017\TP1 Version 8/09/2017 Page of Conclusion Research & Referencing, Grammar, Report layout 2.5 Introduces new information Weak conclusion Section not included A poor-fair attempt to summarise the main points/findi ngs of the report V insufficient references used and/or sources not reference adequately Sources are not credible Over use of quotes Incorrect referencing style Casual/ informal/pers onal language used Report written in the first person Reference list not included Over the word limit Numerous grammatical and spelling errors Insufficient references used (3-4) acad’c/ind’y sources) Some attempt to paraphrase and use intext referencing Reference List included many inaccurac’s Does not follow the Harvard approach Several spelling/ grammatic’l errors Not Within word limit ©Copyright: 2016 Swinburne University of Technology articles included in the Appendic es A good attempt to summaris e the main points/find ings of the report Satisfacto ry finishing argument to the report Sufficient reference s used (35) academic/ industry sources) Mostly well paraphras ed and citied Referenc e list included with an attempt evident to follow the Harvard Style Guide A few inaccuraci es in the Referenc e List Good sentence structure /Journal articles included in the Appendices A very good attempt to summarise the main points/findi ngs of the report A good finishing argument to the report Section summarise s the main points/findi ngs effectively Does not introduce new information Strong finish to the document Sufficient references used (3-5) academic/i ndustry sources) Well paraphrase d and citied Good referencing style throughout the report Reference List included with most References correctly listed according to the Harvard Style G’de Vocab’y & sentence construct’n nearing a Excellent range of sources used both industry and theory (more than 5) Sources consistently referenced to support discussion Reference list correctly presented of all the sources Excellent reference style throughout the report using the Harvard approach Vocabulary and sentence construct’n at a CRICOS: 0011D TOID: 3059 G:\Dept\SwinColl\Pathways Subjects\UNILINK\The Marketing Concept_Marketing Principles\Assessments 2017\TP1 Version 8/09/2017 Page of with only a few spelling/ grammar errors Within word limit TOTAL profession’l document standard Grammar & spelling a v good standard profession’l document standard 30 ©Copyright: 2016 Swinburne University of Technology CRICOS: 0011D TOID: 3059 G:\Dept\SwinColl\Pathways Subjects\UNILINK\The Marketing Concept_Marketing Principles\Assessments 2017\TP1 Version 8/09/2017 Page of