MKT101A Assessment 3 Brief Page 1 of 6 ASSESSMENT 3 BRIEFSubject Code and TitleMKT101A – Marketing Fundamentals (6 weeks)AssessmentMarketing Plan – Stage 3: Marketing MixIndividual/GroupIndividualLength1200 words (+/- 10%)Learning Outcomes Addresseda) Describe the marketing conceptb) Outline and apply the elements of the marketingprocess.c) Identify and explain the macro and microenvironmental factors impacting the marketing of abusiness or industry.d) Demonstrate an ability to incorporate new trends tosolve marketing problems and apply communicationskills.SubmissionBy 11:55pm AEST/AEDT Sunday of module 5.1 (week 5)Weighting35%Total Marks100 marks ContextWell done! You are now in Stage 3 of your marketing plan.Mary, your marketing manager, is pleased with your effort and the dedication that you haveput into the marketing plan so far. In this stage, you will be required to identify suitablemarketing mix strategies for your chosen client, including identification of the three levels ofthe product, product mix and respective product portfolio covering its width, line and depth– if applicable, pricing and placement strategies, and proper promotions.In Stage 3, you must also include a detailed description of the marketing variable that youwould like to propose to the client. For example, this could be a new packaging, a flavour ofa product, a feature that could be incorporated into an existing product, promotionalstrategies for existing products/services, an additional service that could be offered toincrease value and/or increase competitive advantage, and so forth.Keep in mind all the micro & macro environmental factors and trends identified in Stage 1,as well as the buyers’ characteristics assessed in Stage 2 when creating the marketingvariable.MKT101A Assessment 3 Brief Page 2 of 6Make sure you use the same client from Stages 1 & 2.Instructions- Stage 3In Stage 3 of your marketing plan, the focus is on outlining and applying the main elementsof the marketing processes based on micro & macro environmental factors and trends, topropose new marketing solutions to a client.At this point, Stage 3, the marketing report must include:a) Cover page including: i.ii.iii.Company’s nameStudent Identifier (name and number)Subject code and name b) Table of contentsc) Marketing Mix variables that include applications of:i. Product strategy: Identification/suggestion of the three levels of product Identification/suggestion of the product portfolio (width,depth and lines)ii. Pricing strategies Stage 1 (Assessment 1)Situational Analysis Stage 2 (Assessment 2)Segmentation, Targeting & Positioning Stage 3 (Assessment 3)Marketing Mix Metrics Proposal and Marketing Deliverable (sample)Stage 4 (Assessment 4) MKT101A Assessment 3 Brief Page 3 of 6 Application/suggestion of at least 02 (two) relevant pricingstrategies that may be used and associatedterminologies/concepts. iii.PlacementIdentification/suggestion of at least 01 (one)marketing/distribution channel strategy.iv.Promotions Identification/suggestion of at least 05 (five) promotionalstrategies including relevant details and references to thetarget audience.d) Reference list using APA 6th ed. style.Submission guidelines The presentation recommended for this assessment is REPORT FORMAT. An executive summary is NOT required. Use suitable headings and subheadings for the information presented, and pagenumbers should appear on each page of the document – ideally in either theheader or footer. The assessment should be submitted in a format that would be acceptable in thebusiness world. All assessments are to be submitted to Blackboard. All work must beword-processed, spell-checked, grammatically acceptable, and professional inappearance. The assessment submission should include the Similarity Report from Turnitin. Assessments should not be written from a 1st person context, but rather from the 3rdperson perspective. That is, “I, we, my, our” are not acceptable. All claims and recommendations are to be supported by suitable and relevantmarketing and/or theoretical principles and their relevant references. The report should include a correctly constructed Reference List and accompanying intext citations as per University guidelines (APA 6th ed. referencing style). Please see theAcademic Skills page on Blackboard for information on referencing in APA 6th ed.:https://laureateau.blackboard.com/webapps/blackboard/content/listContent.jsp?course_id=_20163_1&content_id=_2498847_1&mode=reset The use of any combination of narrative, point form, diagrams, graphs or chartsincluding presenting the information in table form is permitted – particularly if thesedevices reduce the wordiness and increase the “readability” ofthe submission.MKT101A Assessment 3 Brief Page 4 of 6Learning Rubrics- Assessment 3: Marketing Plan- Stage 3: Marketing Mix AssessmentAttributesFail (Unacceptable)(0-49)Pass(Functional)(50-64)Credit(Proficient)(65-74)Distinction(Advanced)(75-84)High Distinction(Exceptional)(85-100)Marketing MixIdentified/suggestedmarketing mixvariables includingrelevant product,price, place andpromotionalstrategies.40%Three levels of productsnot clearly identified/suggested.Product portfolio did notprovide enoughinformation.Pricing strategies notclearly applied/suggested. Lack ofterminologies andconcepts.Marketing/distributionchannel strategy notcorrectly identified/suggested.Promotional strategieswere not identified/suggested and/or did notprovide relevantinformation and linkagewith the target market.Three levels of productsidentified/suggestedwith someimprovements required.Product portfolioincluded basicinformation.Pricing strategiesapplied/suggested withadjustments required.Lack of terminologiesand concepts.Marketing/distributionchannel strategyattempted. Not clearlyaligned with currentclient’s strategies.Promotional strategiesbasically identified/suggested. Somerelevant informationand linkage with thetarget market provided.Good identification/suggestion of threelevels of products.Good description ofproduct portfolio.Good application/suggestion of pricingstrategies. Pertinentterminologies andconcepts applied.Good marketing/distribution channelstrategy identified/suggested.Good promotionalstrategies identified/suggested. Good level ofdetails provided throughresearch and clearlinkage with the targetmarket showed.Very good identification/suggestion of threelevels of products.Very good description ofproduct portfolio.Very good application/suggestion of pricingstrategies. Good level ofterminologies andconcepts applied.Very good marketing/distribution channelstrategy identified/suggested.Very good promotionalstrategies identified/suggested. Very goodlevel of details providedthrough good level ofresearch and clearlinkage with the targetmarket showed.Excellent identification/suggestion of threelevels of products.Excellent description ofproduct portfolio.Excellent application/suggestion of pricingstrategies. High level ofterminologies andconcepts applied.Excellent marketing/distribution channelstrategy identified/suggested.Excellent promotionalstrategies identified/suggested. Excellentlevel of detailsprovided through highlevel of research andclear linkage with thetarget market showed. MKT101A Assessment 3 Brief Page 5 of 6 Marketingdeliverable30%Marketing deliverablenot included and/orinformation is notrelevant to clientand/or targetaudience.Marketing deliverableincluded some level ofinformation.Some relevance toclient and/or targetaudience presented.Good level ofinformation providedto describe/suggestthe marketingdeliverable.Clear and relevantinformation providedshowing linkage withthe client and/ortarget audience.Very good level ofinformation providedto describe/suggestthe marketingdeliverable.Very goodinformation andresearch providedshowing linkagewith the clientand/or targetaudience.Excellent level ofinformation providedto describe/suggestthe marketingdeliverable.Excellent informationand high level ofresearch providedshowing linkage with theclient and/or targetaudience.Quality and accuracyof referencing15%Fewer than six qualityand credible andresearch sources used.Some mistakes with intext citations and/or thereference list.APA style usedinconsistently.Six quality and credibleresearch sources used.Minor mistakes within- text citations and/orthe reference list.APA style appliedthroughout the reportwith minor to noinconsistencies.Seven to nine goodquality and credibleresearch sources used.No mistakes with in-textcitations and/or thereference list.APA style appliedthroughout the reportwith no inconsistencies.Ten to twelve highquality and credibleresearch sources used.No mistakes with intext citations and/orthe reference list.APA style appliedthroughout the reportwith no inconsistencies.More than twelve highlyquality and credibleresearch sources used.No mistakes with intext citations and/orthe reference list.APA style appliedthroughout the reportwith no inconsistencies.Effectivecommunication &report layout15%Information is difficult tounderstand for theaudience.No logical/clearstructure and spellingand grammatical errorsthroughout.Information is not alwaysclear and logical tounderstand for theaudience and lacks clearstructure.Some spelling andgrammatical errorsthroughout.Information is mostlyclear and logical tounderstand for theaudience.A clear structure andfew spelling andgrammatical errorsthroughout.Information is clear andlogical to understandfor the audience andwell supported byevidence.Very minor spellingand grammaticalerrors throughout.Information is logical andpersuasive.Relevant concepts andtheories applied.Very strongly supportedby evidence. MKT101A Assessment 3 Brief Page 6 of 6 No headings,subheadings, and othersubmission guidelinesnot followed.Report format andlayout not acceptablein the business world.Limited headings,subheadings, and/orsome submissionguidelines requireadjustments.Report format andlayout acceptable inthe business world withsome improvementsrequired.Headings andsubheadings and otherassessmentrequirements areconsistent withsubmission guidelines.Report format andlayout acceptable inthe business worldwith minorimprovementsrequired.Headings, subheadingsand other submissionguidelines areconsistent.Very good reportformat. Layoutacceptable in thebusiness world withlittle to noimprovementsrequired.Free of spelling andgrammatical errorsthroughout.Headings, subheadingsand other submissionguidelines areconsistent.Excellent reportformat. Layoutacceptable in thebusiness world. Veryprofessional workprovided.
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