1 MKT30016 Marketing Strategy and Planning Portfolio Semester 1, 2017 Worth 35% of Semester’s Mark Newspaper Articles – no more than 800 words per submission Trend Analysis – 2800 words Reflective Write-Up – 1200 words ___________________________________________________________________________ Assessment overview The portfolio assessment is an individual assessment that comprises of a set of exercises with a final report due Midday Friday June 2, 2017. The portfolio has three elements: 1. Newspaper Articles 2. Trend Analysis 3. Reflective Write-Up ____________________________________________________________________________ Part 1: Newspaper Articles(9%) You are expected to locate three newspaper articles that have been published within either local, national or international business press over the course of the semester that have been published no more than 1 week earlier than the article’s due date which relates to marketing strategy. Newspaper Article 1 is due at the beginning of Week 3 tutorials. Newspaper Article 2 is due at the beginning of Week 6 tutorials. Newspaper Article 3 is due at the beginning of Week 8 tutorials. Allsubmissions must contain a copy of the full article. The article needs to have the full reference presented at the conclusion of the article in Swinburne Harvard Style referencing.The newspaper article rubric is available on blackboard. Each newspaper article submission must not be longer than 800 words and address the following three questions: 1. What are the marketing issues illustrated in this article? 2. Who are the stakeholders? 3. How would you respond to the issues and why? In answering this question student’s need to justify their proposed responses by using strategic marketing theory. 2 ____________________________________________________________________________ Part 2: Trend Analysis (20%) For this analysis, you will follow a trend. 1. Go to http://trendwatching.com/trends/5-trends-for-2017/ 2. Choose one trend from the five provided 3. Watch how to become an “instant trend expert” using the following link http://trendwatching.com/trends/instant-trend-expert/ 4. Select one of the following two organisations to conduct your trend analysis on: i. Save-A-Dog (http://saveadog.org.au/) ii. Trapt Bar and Escape Rooms(http://www.traptmelbourne.com.au) 5. How will your chosen organisation fit into or take advantage of the trend you selected? Be Creative! a) Produce a detailed segmentation of how your organization can use this trend b) Write a positioning statement c) Propose and justify three marketing strategies considering the following: a. How the Marketing Ps can be used and adjusted? b. How Porter’s Typology of generic strategies can also be applied? The trend analysis rubric is available on blackboard. Part 3: Reflective Write-Up(6%) This involves students’ reflecting back on their portfolio experience and what marketing lessons they learnt through this experience by writing a reflective summary of 1200 words. Use examples to support your reflection. The reflective write-up rubric is available on blackboard. ____________________________________________________________________________ Portfolio Submission The portfolio assessment is due Midday Friday June 2, 2017. Please place your portfolio into your tutor’s letterbox. Barbara’s students please submit your portfolios to Ann Mitsis letterbox BA Building Level 10. Your portfolio should have the following structure: 1. Assignment Cover Sheet 4. Reflective Write-Up Statement 2. Title Page 5. All marked Newspaper Articles 3. Table of Contents 6. Trend Analysis