MKG100 Assessment 2 Outline Last updated on 2-Mar-17 Study Group Australia Pty Limited trading as Martin College, Martin Higher Education Page 1 of 3 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