MKG100 Assessment 2 Outline Last updated on 2-Mar-17
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Assessment 2 – Marketing Plan Development
Date due: Outline: Week 8
Written report: Week 10
Presentations: Weeks 11 – 12
Value: 35% (5% for the outline; 25% for the written report
and 5% for the presentation
Rationale
Practical exercises assess students’ ability to apply theoretical learning to practical,
real world situations.
Marketing Plan Outline
Students must provide an outline of their marketing plan two weeks prior to
submission.
Overview
In this assessment students must research three similar current products in one of
the below markets:
Coffee franchises (Starbucks, Gloria Jeans, etc.)
i-Pad like tablets
mobile telephones
social media providers (Vine, Instagram, etc.)
(to be determined by the subject lecturer).
Students must look for gaps in the product’s market and deliver a presentation that
describes the three products and identifies appropriate market alternatives.
The student must:
identify the three products and their marketplace
explain the positioning of the three products in that market
identify possible gaps in the products’ market
identify at least two alternative marketing strategies for these products to
address the identified gaps.
develop a visual presentation on their two marketing strategies (minimum) and
present it to the class.
MKG100 Assessment 2 Outline Last updated on 2-Mar-17
Study Group Australia Pty Limited trading as Martin College, Martin Higher Education Page 2 of 3
Students must use the Marketing Plan template provided to address the required
elements of their marketing strategy and provide a 1,500-word written Marketing
Plan Development.
Instructions
Use a SWOT analysis when looking at gaps in the current product market
Following the SWOT analysis develop a marketing plan for the market
alternatives identified
Consider in your analysis the marketing environment in terms of the internal
and external forces
Explore the marketing metrics and what return on investment metrics can be
measured
Marketing Plan Development Presentation
A 10–15 minute in-class presentation must be developed on your Marketing Plan
Development Strategy.
The presentation must (at a minimum) address the following areas:
identify the three products and their marketplace
explain the positioning of the three products in that market
identify the possible gaps in the products’ market
explain the two alternative marketing strategies for these products to address
the identified gaps.
how the plans are to be implemented
how the SWOT analysis was conducted.
the marketing metrics and what return on investment metrics can be measured
The written report is required by the end of Week Ten with the presentations to be
conducted over the following weeks.
MKG100 Assessment 2 Outline Last updated on 2-Mar-17
Study Group Australia Pty Limited trading as Martin College, Martin Higher Education Page 3 of 3
Submission Criteria
The following elements will be assessed in the submission:
Criteria Marks
Marketing Plan Summary Identify the three products and their
marketplace
Identify possible gaps in the products’ market
6 marks
Background Analysis e.g. Explain the positioning of the three
products in that market Consider in your analysis the marketing
environment in terms of the internal and external forces
6 marks
Market Overview e.g.
Consider using a SWOT analysis when looking at gaps in the current
product market
6 marks
Your Marketing Plan
Identify at least two alternative marketing strategies for these
products to address the identified gaps.
Following a swot analysis develop a marketing plan for the market
alternatives identified
Explore the marketing metrics and what return on investment metrics
can be measured
8 marks
Report presentation
e.g. Professional, consistent format that is free of errors
4 marks
Presentation Criteria
The following elements will be assessed in the presentation:
Criteria Marks
Marketing Plan Components
Includes: Knowledge of marketing plan development
Marketing plan objectives identified and supported by research and
argument marketing plan and target market relevant and cohesive
marketing plan market identified and supported by research
Target market identified and supported by research
2 marks
Marketing Plan Strategy
Explanation on how the two alternative marketing strategies for these
products address the identified gaps.
Explanation on how the plans are to be implemented
2 marks
Marketing Plan SWOT analysis and investment metrics
How the SWOT analysis was conducted.
The marketing metrics and what return on investment metrics can be
measured
1 marks