| ASSESSMENT 1 BRIEF | |
| Subject Code and Title | MKT600/MKTG6002 Marketing |
| Assessment 1 | Situation Analysis |
| Individual/Group | Individual |
| Length | 2000 words (+/- 10% excluding cover page, table of contents, executive summary, references and appendix). |
| Learning Outcomes | This assessment addresses the following learning outcomes of the subject: a) Critically evaluate underpinning marketing theories and principles and employ appropriate research process to collect, store and use of data to generate customer insights; b) Critically evaluate customer needs to create value for customers by deploying the resources of the organisation in best possible ways; |
| Submission | For 12 weeks delivery – due on Sunday at 11:55 pm (AEST/AEDT) by the end of the week 5. For 6 weeks (intensive) delivery – due on Sunday at 11:55 pm (AEST/AEDT) by the end of the week 5. |
| Weighting | 30% |
| Total Marks | 30 marks |
Objectives:
• To develop an understanding and appreciation about the influences of micro and macro
environmental actors and forces that affect an organisation’s ability to serve the needs of the
target market;
To develop critical analytical ability to gather and analyse relevant data to facilitate decision
making;
• To develop foresights to predict industry trend and tailor the organisation’s practices to respond
to the changing situation.
How the assessment fits into the subject/course:
Marketing in the 21st century has evolved profoundly which is a critical element of business
administration. The design of marketing plans is integral to business organisation and the assessment
of this subject aims to provide students with the opportunity to apply the knowledge to develop
effective marketing strategies. This assessment requires the students to analyse overall situation of
the Business Case provided on Blackboard prior to developing a marketing plan. The students will then
continue to develop a complete marketing plan in their next assessment for the same Business Case
given on Blackboard. A short scenario is given below to help students address the tasks involved in the
assessment 1.
MKT600/MKTG6002_Assessment 1_Situation Analysis Page 1 of 6
•
Linkages between Assessments 1 and 2:
Assessment 1 requires students to undertake the SWOT/TOWS analysis (Case Study will be
Provided on Blackboard). Students are advised to conduct comprehensive research through the
Torrens Library database. The assessments 1 and 2 are interlinked where students needto
summarise the situation analysis from their assignment 1 while discussing this section within the
assessment 2, the marketing plan.
Instructions:
This assessment task entails you to develop a Marketing Environmental Analysis that comprises
both the micro-environment and macro-environment. The micro-environment analysis involves a
scrutiny of internal environment that facilitates specifying the strengths and weaknesses, while,
the macro-environment analysis requires the scrutiny of demographic, economic, natural, political,
technological, and cultural (DENPTC) dimensions which will assist in specifying the opportunities
and threats. Changes within the macro environmental forces are outside of an organisation’s direct
control entailing an organisation’s marketing strategies to be adjusted to capture emerging
opportunities and minimise any potential threats. Therefore, in this assessment task you will need
to:
• Articulate your learning about marketing concepts and principles covered from Module 1 to 3.1
to demonstrate your level of understanding to evaluate the organisation’s overall situation;
• Critically analyse the link between marketing theory and practice;
• Demonstrate research skills to reveal the insights;
• Apply appropriate business report writing skills;
• Discuss appropriate strategies with regards to your SWOT analysis.
• Use the appropriate APA style both in text citation and the reference list at the end. You should
use at least 10 relevant academic references from leading marketing journals and textbooks to
showcase quality of your research. Please see more information on referencing here:
• https:// library.torrens.edu.au/academicskills/apa/tool
Scenario: Case Study for this Assessment will be provided on Blackboard.
MKT600/MKTG6002_Assessment 1_Situation Analysis Page 2 of 6
Tasks:
1. Discuss the value propositions, core brand values and buyer behaviour of your chosen
organisation;
2. Analyse the micro-environment (the company, suppliers, intermediaries, relevant publics,
customers and competitors);
3. Analyse the macro environment, that is, demographic, economic, natural, technological,
political and cultural (DENTPC) forces to demonstrate their impacts on your chosen
organisation’s strategies/capabilities to serve the target market (s;
4. List the strengths, weaknesses, opportunities and threats (SWOT) as well as suggest appropriate
strategies by incorporating the TOWS matrix to draw from strengths to capture opportunities,
to overcome weaknesses and to defend from threats.
Note: Take time to gather relevant data about your chosen organisation as well as the
broader external environment in which the organisation operates. Find good quality
academic references from high quality marketing journals and text books to substantiate
your arguments, suggestions and explanations. Use relevant headings/sub-headings to
ensure a cohesiveness and logical flow of the report.
Submission Instructions:
Submit your assessment via the Assessment link in the main navigation menu in MKT600/
MKTG6002 Marketing subject. Please review TUA overdue policy in page 5 through the link
copied below which applies a 10% deduction for each day up to FIVE days. Any submission
that overdue for more than FIVE days will get 0.
https://laureateaus.sharepoint.com/sites/MyTorrens/Shared%20Documents/Forms/Pol
icies_Filter.aspx?id=%2Fsites%2FMyTorrens%2FShared%20Documents%2FPolicies%2Fa
ssessment%20policy%20for%20he%20coursework%20and%20elicos%5Fpl%5Ftua%5Fac
%2Epdf&parent=%2Fsites%2FMyTorrens%2FShared%20Documents%2FPolicies&p=true
&originalPath=aHR0cHM6Ly9sYXVyZWF0ZWF1cy5zaGFyZXBvaW50LmNvbS86Yjovcy9Ne
VRvcnJlbnMvRWFLY2xTM28tUHBOa25uX2ZQV2Z6c2NCRzJFSVI0OXJ0amxjYlF5bGZDYjl0
dz9ydGltZT1pWEF5NDdrLTJVZw
MKT600/MKTG6002_Assessment 1_Situation Analysis Page 3 of 6
Marking Rubric: Assessment 1
| Assessment | Fail (Unacceptable) | Pass | Credit | Distinction | High Distinction |
| (Functional) | (Proficient) | (Advanced) | (Exceptional) | ||
| Attributes | 0-49% | ||||
| 50-64% | 65-74% | 75 -84% | 85-100% | ||
| Evaluation of | Limited understanding of | Resembles a recall or | Supports personal opinion | Discriminates between | Systematically and critically |
| information | key concepts required to | summary of key ideas. | and information | assertion of personal | discriminates between |
| gathered to support | support discussion | substantiated by evidence | opinion and information | assertion of personal | |
| the arguments | Often conflates/confuses | from the research/course | substantiated by robust | opinion and information | |
| Confuses logic and | assertion of personal | materials. | evidence from the | substantiated by robust | |
| 15% | emotion. Information | opinion with information | Information is taken from 15+ good quality sources with and demonstrates a capacity to explain and apply relevant concepts. |
research/course materials | evidence from the |
| taken from reliable | substantiated by evidence | and extended reading. | research/course materials | ||
| sources but without a | from the research/course | and extended reading. | |||
| coherent analysis or | materials. | Information are gathered | |||
| synthesis. | from 20+ good quality | Information are sourced | |||
| Analysis and evaluation do | sources with a well- | from 30+ good quality | |||
| Viewpoints of experts are | not reflect expert | Identify logical flaws. | demonstrated capacity to | sources with a high level of | |
| taken as fact with little | judgement, intellectual | explain and apply relevant | interpretation/evaluation | ||
| questioning. | independence, rigor and | Questions viewpoints of | concepts. | to develop a | |
| adaptability. | experts. | Viewpoint of experts are | comprehensive critical | ||
| subject to questioning. | analysis or synthesis. | ||||
| Analysis and evaluation | Identifies gaps in | ||||
| reflect growing judgement, | knowledge. | ||||
| intellectual independence, | |||||
| rigor and adaptability. | Exhibits intellectual | ||||
| independence, rigor, good judgement and adaptability. |
|||||
| Effective | Difficult to understand for | Information, arguments and | Information, arguments and | Information, arguments and | Expertly presented; the |
| Communication | audience, no logical/clear | evidence are presented in a | evidence are well presented, | evidence are very well | report is logical, persuasive, |
| structure, poor flow of | way that is not always clear | mostly clear flow of ideas and | presented; the report is | and well supported by | |
| 20% | ideas, argument lacks | and logical. | arguments. | logical, clear and well | evidence, demonstrating a |
| supporting evidence. | supported by evidence. |
AssignmentTutorOnline
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MKT600/MKTG6002_Assessment 1_Situation Analysis Page 5 of 6
| Audience cannot follow the line of reasoning. Demonstrates inconsistent use of good quality, credible and relevant resources to support and develop ideas. |
Line of reasoning is often difficult to follow. Demonstrates use of credible and relevant resources to support and develop ideas, but these are not always explicit or well developed. |
Line of reasoning is easy to follow. Demonstrates use of high quality, credible and relevant resources to support and develop ideas. |
Demonstrates cultural sensitivity. Demonstrates use of good quality, credible and relevant resources to support and develop arguments and statements. Shows evidence of wide scope within the organisation for sourcing evidence. |
clear flow of ideas and arguments. Engages and sustains audience’s interest in the topic, demonstrates high levels of cultural sensitivity Demonstrates use of high quality, credible and relevant resources to support and develop arguments and position statements. Shows evidence of wide scope within and without the organisation for sourcing evidence Effective use of diverse presentation aids, including graphics and multi-media. |
|
| Critically evaluates client needs with regard to Micro environment actors Suppliers, intermediaries, publics, customers 20% |
Does not display an understanding of the Microenvironment (e.g., intermediaries, suppliers, publics). Sensible challenges are not presented |
Some relevant suppliers, intermediaries and publics are identified. Some potential challenges are identified. |
Relevant suppliers, intermediaries and publics are mostly identified. Potential challenges are mostly identified. |
Thorough review of relevant suppliers, intermediaries and publics. Good discussion of potential challenges, supported by sound arguments and/or good sources. |
Systematically and critically reviews relevant suppliers, intermediaries and publics. Systematically and critically discusses potential challenges, supported by sound |
| arguments and/or | |||||
| good sources. | |||||
| Critically evaluates | Superficial review of the DENPTC dimensions. |
Provides a satisfactory discussion of the DENPTC dimensions. Satisfactory relevant data/information provided to substantiate the discussion. |
Good discussion on the DENPTC dimensions has been provided with good relevant data/ information to support the arguments. |
Thorough research on the DENPTC dimensions reveals relevant data/ information. The discussion is presented in a logical and systematic approach. |
Critically evaluates the data/information gathered on the DENPTC dimensions. The discussion is presented with strong arguments and substantiated with relevant data as well as demonstrates the potential effects on the business. |
| client needs with regard to Macro environment – DENPTC |
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| No or little consideration of influences of the external environment. |
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| 20% | |||||
| Critically evaluates the business’s overall situation to list out strengths, weaknesses, opportunities and threats and discusses appropriate strategies to draw on the strengths to capture opportunities, defend from threats and overcome weaknesses |
Discussion is not | Some relevant factors | Mostly relevant factors discussed to specify strengths, weaknesses, opportunities and threats while appropriate strategies to draw on the strengths to capture opportunities, defend from threats and overcome weaknesses not well articulated. |
Good discussion of internal and external environment analysis leading to list out the strengths, weaknesses, opportunities and threats and appropriate strategies to draw from the strengths to capture opportunities, defend from threats and overcome weaknesses. |
Critically evaluates the business’s overall situation and provides a comprehensive list of strengths, weaknesses, opportunities and threats. Discussed succinctly appropriate strategies to draw on strengths to capture opportunities, defend from threats and overcome weaknesses. |
| relevant to client | related to the business’s overall situation discussed demonstrating some understanding of the concepts covered but appropriate strategies to draw on the strengths to capture opportunities, defend from threats and overcome weaknesses not clearly articulated. |
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| needs – superficial or general discussion of strengths, weaknesses, opportunities and threats. |
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| Does not show understanding of relevant concepts. |
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| 25% |
MKT600/MKTG6002_Assessment 1_Situation Analysis
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