Marketing for Managers This assessment task requires you to analyze the "marketing and competitive environment" of a University brand (CENTRAL QUEENSLAND UNIVERSITY) in Australia. There are some key instructions for this piece of assessment task. The marking criteria is also outlined in the unit profile. Please download and read the unit profile carefully. Assessment format • Task follows a report style, • Page 1 will be your title page - assessment task no, your name and id, tutor name, coordinator name etc., • Page 2 should contain executive summary, • Page 3 should contain a table of contents for your report, • The next few pages should contain your assessment of marketing and competitive environment (please see the Moodle pages and textbook for examples, and marking criteria for the main contents), and • The final page should contain all references following APA citation style. Task Description Individual Written Task : This assessment task requires you to analyze the "marketing and competitive environment" of a University brand (such as "CQUniversity") in Australia. Consider that you are a marketing manager of one such University in Australia. The analysis of the marketing and competitive environment should include (but is not limited to): background, market summary, and demand assessment, segmentation & target market, current marketing mix analysis [including current offer (product/service), distribution, promotion, and price], PEST analysis, competitor analysis of a close competitor/competing brand), SWOT analysis, and value & brand positioning analyses. Notes: • The word limit for this report is 1500, excluding abstract or executive summary and references. • It is expected that the report will be based on research findings, including data and information from the Australian Bureau of Statistics, Austrade, relevant and authentic Websites, textbooks, recent (i.e., 2012-2017) and relevant journal papers, personal experience and observation. • This report requires students to demonstrate an understanding of relevant concepts, theories, tools, and models (at a minimum level). • You need to follow similar examples that are available in your textbook, Moodle site and/or on the Web. Assessment Criteria • Title page, table of contents and abstract: 2 marks • Background: 4 marks • Market summary and demand assessment: 4 marks • Segmentation and target market: 4 marks • Current marketing mix analyses: 4 marks • PEST analyses: 4 marks • Competitor analyses: 4 marks • SWOT analyses: 4 marks • Value and brand positioning analyses: 4 marks • Conclusion: 2 marks • Citation, language, format and references: 4 marks This link is also useful http://www.australianuniversities.com.au/compare-universities.html I am reiterating the following helpful tips: • provided a brief discussion about marking criteria in Week 4’s Zoom session + in your unit profile. • under “About this Unit” there is a link for MARKETING & COMPETITIVE ENVIRONMENT ANALYSES OF QANTAS which is given as an example. Please download it and read it. • in Moodle's week 10 content, there is a sample Marketing Plan listed under “Additional Reading: Marketing Plan.” This is also be very helpful for your Written Assignment 2 (read until SWOT analysis) • some Web links are available in Moodle under “Some Useful Links” folder. For example, one of the links is to a government example of a SWOT analysis designed to help business: https://www.business.qld.gov.au/starting-business/planning/market-customer-research/swot-analysis/example • There are some practice cases, too. You can also find (through Google search) Universities Annual reports and these will also guide you with some useful information. Now, how to get the numbers? Did you try this link: http://www.australianuniversities.com.au/compare-universities.html You can use the same formula to calculate the whole market potential in Australia, because you have the total number of domestic and international students. You can have the average unit cost (say this is $3000 (calculate this average by considering 2-3 brands’ costs) and number of units taken by a full-time students (average), which is 8 in a year. Now, multiply these and you will have the answer for the total market potential. Now, you can calculate the same for your own brand and competing brand by using the same formula. Once you have these calculations, you can determine the estimated market share for each brand. How? Total Market Potential / your brand’s market potential X 100. This will give you a .... ‘per cent’ for your brand, then calculate your competing brand's market potential. Now, you can use these findings, wherever appropriate, in your assignment. Try to connect the lectures (such as, this week (week 5) we have I—P framework, product matrix) with your assignment. Each lecture and Moodle site’s resources are connected with your assignment and learning outcomes. Please make sure you read those. .