Written Assessment Assessment Title Individual Written Task - 3 Task Description Individual Written Task - 3 This individual written task 3 is directly related to your mid-term assessment (i.e., individual written task 2). This final task is a summative assessment and a portfolio that builds upon the assessment task 2. Therefore, this final task requires your knowledge , skills, experience, and feedback that you learned from the assessment task 2. In fact, about 50% discussion of your written task 3 will be generated from the assessment task 2. However, please make sure that the "turnitin" matching rate is still less than 30%. While the assessment task 2 asked you to analyze and prepare a report on 'marketing and competitive environment of a University Brand', the assessment task 3 requires you to prepare a marketing plan for 2018 for the same University Brand based on your analysis of 'marketing and competitive environment of a University Brand'. The marketing plan should include (but is not limited to): executive summary, background, market summary and demand analysis, demography including segmentation & target market analysis, PEST analysis, competitor analysis including their aim, objective and marketing promotion analysis (write about a close competing brand), SWOT analysis, value & brand positioning analyses, proposed marketing aim and promotional objectives for 2018 with justification, marketing mix strategies, competitive strategies , media and budget allocation for 2018 with justification, expected outcomes and conclusion, and finally, references. Notes: • The word limit for this report is 3000, 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, and your formative assessment (i.e., individual written task 2). • This report requires students to demonstrate an understanding of relevant concepts, theories, tools, and models discussed in this unit. • You need to follow similar examples that are available in your textbook, Moodle site and/or on the Web. • You are strongly suggested to attend the lecture, tutorial, and online discussion sessions. • Each assessment must be uploaded as a .doc or .docx file (word file). • The "Turnitin" matching rate must not exceed 30%. The unit coordinator in consultation with DDLT will decide about the nature of a penalty for a greater than 30% matching rate. • Please familiarize yourself with the policies, such as assessment extension, late submission penalty and the like. • Please cite and reference relevant data and information, where applicable. The examiners expect authentic citations/references for GDP data, per capita income, sales data, demographic data, market share and growth related data and the like. • For data related to media and budget allocation, BCG matrix, industry - competitors' sales/market share, product life cycle (PLC), market share and growth data, and the like can be hypothetically developed (if you do not find those). In these cases, simply write “source: assumed and prepared for this assignment task only”. Please remember that the data/info that is readily available on the Web or in other published resources cannot be 'assumed' for the purpose of this assessment task. • If you have any difficulty, please discuss this with your lecturer/tutor and unit coordinator. Assessment Due Date Week 12 Friday (02-Jun-2017) 05:00 PM AEST Return Date to Students Exam Week Friday (16-Jun-2017) Weighting 40% Assessment Criteria • Title page, table of contents, executive summary: 3 marks • Background: 2 marks • Market and demand assessment, including demography, segmentation & target market analysis: 3 marks • PEST analysis: 2 marks • Competitor analysis including their aim, objective and marketing promotion analysis: 3 marks • SWOT analysis: 2 marks • Value & brand positioning analyses: 2 marks • Marketing aim and promotional objectives for 2018: 4 marks • Marketing mix strategies: 5 marks • Competitive strategies: 5 marks • Media and budget allocation for 2018: 5 marks • Expected outcomes and conclusion: 2 marks • Citation, language, format, and references: 2 marks Referencing Style American Psychological Association (APA) .