5/29/2017 Assignment
https://moodle.cqu.edu.au/mod/assign/view.php?id=446953 1/9
MRKT20052 MARKETING FOR MANAGERS
ASSESSMENT ITEM - 3: SUBMISSION LINK
Monday 29 May (07:00) Friday 2 June (17:00)
Submission status
Attempt
number
This is attempt 1 ( 1 attempts allowed ).
Submission
status
No attempt
Grading
status
Not graded
Due date Friday, 2 June 2017, 5:00 PM
Time
remaining
4 days 5 hours
Grading
criteria
Title page,
table of
contents
and
executive
summary –
3 marks
Background
– 2 marks
Market
summary
and demand
assessment
– 3 marks
Not provided or
very poor.
0.25 points
Poorly presented,
unstructured and
inconsistent.
Addressed limited
discussion in
summary and
lacks detail in title
page, table of
contents and
summary.
0.5 points
Briefly provided a
summary with
some key issues
discussed in the
report. Complete
title page and table
of contents are
provided.
1.25 points
Clearly stated the
purposes of the
report in summary
with great detail
which ensures
most areas
relevant to the
topic. Complete title
page and table of
contents are
provided.
2 points
The title page, table
of contents and
executive
summary are
professionally
organised. The
executive
summary contains
the purposes and
structurally
presents the whole
report in one page
and in a few
paragraphs.
3 points
Not provided or
very poor.
0.25 points
Poorly presented,
unstructured and
inconsistent.
Addressed limited
or no discussion
about the industry,
competitor and the
brand. Lacks detail
in terms of data,
and relevant
information and
citations.
0.5 points
Briefly provided
some details about
the industry,
competitor and the
brand; Provided
some details about
brand’s current
situation and
challenges, current
vision, mission and
marketing aims.
1 points
A great detail about
industry, competitor
and the brand was
provided, along
with the challenges
that the brand is
facing. Current
vision, mission and
marketing aims are
clearly presented in
an understandable
way.
1.5 points
Background was
presented
professionally with
relevant data and
justification in an
interesting way.
Provided a great
detail about the
brand’s market
performance in
brief. Current
vision, mission and
marketing aims are
clearly presented
and in a
professional way.
2 points
Did not Demonstrated a Briefly provided Demonstrated an Demonstrate the5/29/2017 Assignment
https://moodle.cqu.edu.M aua /m rko e dt/ia n sg sign/view.php?id=446953 2/9
Did not
demonstrate an
understanding of
the relationship of
study resources,
and
data/information
obtained from
relevant sources
for market
summary and
demand
assessment. Did
not demonstrate
how market
potential is
assessed for
industry,
competitor’s brand
and the brand in
concern. Did not
demonstrate how
to assess market
share based on
available data.
0.25 points
Demonstrated a
little understanding
of the relationship
of study
resources, and
data/information
obtained from
relevant sources
for market
summary and
demand
assessment.
Poorly
demonstrated how
market potential is
assessed for the
industry,
competitor’s brand
and the brand in
concern, including
market share. Few
to no resources,
and often irrelevant
resources are
provided. Very
general discussion
is provided in
regard to
segmentation
dimensions and
their relevant
variables, and
target market.
Resources for
market summary
and demand
assessment are
either incorrect or
irrelevant.
1 points
Briefly provided
some information
about market
summary and
demand or market
potential
assessment for the
industry, competing
brand and the brand
in concern. A good
discussion is
provided in regard to
segmentation
dimensions and their
relevant variables,
and target market.
Although some
relevant resources
are provided, a lack
of
connection/integration
was observed.
Although there are
some relevant
citations, you need
to be careful in your
future assessment in
terms of currency,
relevancy and
accuracy.
1.5 points
Demonstrated an
understanding of
the relationship
between study
materials, including
relevant online
sources and the
assessment task.
Clearly shows that
the study materials
are consulted to
develop this
section. This
section provides
relevant industry
background,
competitors’
overview and an
overview about the
company,
organization,
and/or brand in
concern. This
section
demonstrates
demand/market
potential
assessment for the
industry,
competing brand
and the brand in
concern with some
clear
data/information,
graph/figure and
where appropriate
relevant sources,
appropriate title,
citations are
visible. A
structured
discussion is
provided in regard
to segmentation
dimensions and
their relevant
variables, and
target market.
2.25 points
Demonstrate the
ability to search for
and use of relevant
knowledge and
skills required to
critically examine a
market, industry,
competitor and
demand for a
specific brand.
Demonstrates a
balanced and very
high level of
detailed knowledge
of core concepts
by providing a very
high level of
analysis. Utilises
current,
appropriate and
credible sources.
This section
provides relevant
industry
background,
competitors’
overview and an
overview about the
organization and
brand. This section
demonstrates
demand/market
potential
assessment for the
industry,
competing brand
and the brand in
concern with some
clear
data/information,
graph/figure,
appropriate title
and citations. A
structured
discussion is
provided for
segmentation
dimensions and
their relevant
variables and
target market.
Overall,
demonstrated an
understanding of
the relationship
between study
materials, including
relevant online
sources and the
assessment task.
Clearly shows that
the study materials
are consulted to
develop this
section.
3 points
Not provided or Poorly presented, Briefly provided Demonstrated an Demonstrated a5/29/2017 Assignment
https://moodle.cqu.edu.au/mod/assign/view.php?id=446953 3/9
Marketing
environment
(PEST)
analysis – 2
marks
Competitor
analyses – 3
marks
Not provided or
very poorly
discussed with
some general
sentences that do
not guide where
the industry and
competitors are
heading and how
these
environmental
forces can benefit
or damage the
brand in concern.
0.25 points
Poorly presented,
unstructured and
inconsistent.
Lacks detail in
terms of data, and
relevant
information and
citations. The
discussion weakly
guides where the
industry and
competitors are
heading and how
these
environmental
forces can benefit
or damage the
brand in concern.
0.5 points
Briefly provided
some details
about the
environmental
forces and how
these can affect
the brand in
concern.
Connections or
integration of
some recent
changes and how
these affect the
industry,
competitor and
the brand in
concern are
missing. A
general
discussion has
been provided
and lacks relevant
and updated
citations.
1 points
Demonstrated an
understanding of
marketing
environment
analysis with
specific detail about
the environmental
forces and how
these can affect the
brand in concern.
Connections/integration
of some recent
changes are
incorporated and
explained how these
affect the industry,
competitor and the
brand in concern.
This section is
structured with
updated citations.
1.5 points
Demonstrated a
professional
knowledge and skill
in developing this
section.
Demonstrated
competency in
assessing marketing
environment
thoroughly and
succinctly with
specific details with
relevant and updated
citations. The
section clearly
guides where the
industry, competitors
and the brand in
concern are heading
and how
environmental
changes can affect
positively and
negatively.
Connections/integration
of recent changes
are incorporated and
explained. Provided
a structured
discussion with
adequate and
correct citations and
referencing styles.
2 points
Did not identify a This section has This section has This section has This section has5/29/2017 Assignment
https://moodle.cqu.edu.au/mod/assign/view.php?id=446953 4/9
Situation
analysis
(SWOT) – 2
marks
Value and
Did not identify a
specific competitor,
or a brand. No or
very poorly
discussed
comparative
analysis of relevant
factors or aspects
of the competing
brand and the
brand in concern.
This section is
very poorly
structured, and
includes mostly
with irrelevant and
inconsistent
discussion.
Citation/referencing
styles are poor to
absent.
0.25 points
This section has
identified a specific
competitor, or a
competing brand.
But comparative
analysis of relevant
factors or aspects
of the competing
brand and the
brand in concern is
weak. This section
is poorly
structured, and
includes mostly
with some
inconsistent
discussion. Poorly
or inadequately
discussed about
competing brand’s
marketing aims and
promotional mix
objectives. Need to
be careful about
citation/referencing.
1 points
This section has
identified a specific
competitor, or a
competing brand.
Briefly provided a
comparative
analysis of relevant
factors or aspects
of the competing
brand and the
brand in concern.
This section is
poorly structured,
and includes
mostly with some
inconsistent
discussion.
Competing brand’s
marketing aims and
promotional mix
objectives are
identified. Need to
be careful about
citation/referencing.
1.5 points
This section has
identified a specific
competitor, or a
competing brand.
Provided a
comparative
analysis of relevant
factors or aspects
of the competing
brand and the
brand in concern.
This section is
structured, and
includes mostly
relevant and
consistent
discussion with
relevant
citation/referencing.
Adequately
explained the
marketing aims and
promotional mix
objectives of the
competing brand.
Demonstrates a
balanced and high
level of knowledge
of core concepts
by providing a high
level of analysis.
Utilises mostly
current, appropriate
and credible
sources.
2.25 points
This section has
identified a specific
competitor, or a
competing brand.
Provided a
comparative
analysis and
explanation of
relevant factors or
aspects of the
competing brand
and the brand in
concern. This
section is
structured, and
includes relevant
and consistent
discussion with
relevant
citation/referencing.
Demonstrated a
structured
explanation of the
marketing aims and
promotional mix
objectives of the
competing brand.
This section
demonstrates a
balanced and high
level of detailed
knowledge of core
concepts by
providing a very
high level of
analysis. Utilises
mostly current,
appropriate and
credible sources.
3 points
Not provided or
very poorly
discussed. Some
general sentences
are provided that
do not guide the
brand in concern in
terms of its
strengths,
weaknesses,
opportunities and
threats (SWOT).
0.25 points
Provided an
unstructured,
inconsistent and
lengthy discussion
for the SWOT
analysis. There is
inconsistent
discussion, as
compared to what
has been
discussed in the
market summary
and demand
assessment, PEST
analysis and
competitor analysis
sections.
0.5 points
Provided a
reasonably good
understanding of
the SWOT analysis
and how it guides a
company,
organization or a
brand. The
discussion is
structured, and
somewhat
consistent with the
market summary
and demand
assessment, PEST
analysis and
competitor
analysis.
1 points
Provided a very
good
understanding of
the SWOT analysis
and how it guides a
company,
organization or a
brand. Discussion
is structured,
succinct and
specific with
relevant and
updated citations.
An evidence of
desk research is
found. Consistent
with the market
summary and
demand
assessment, PEST
analysis and
competitor
analysis.
1.5 points
Demonstrated a
professional
knowledge and
skills in developing
the SWOT
analysis and how it
guides a company,
organization or a
brand. Discussion
is structured,
succinct and
specific with
relevant and
updated citations.
Proves how recent
environmental
changes would
affect SWOT of the
brand. An evidence
of desk research is
found. Consistent
with previous
sections.
2 points
Not provided or Provided a very Provided a Provided a good Demonstrated a5/29/2017 Assignment
https://moodle.cqu.edu.au/mod/assign/view.php?id=446953 5/9
Value and
brand
positioning
analysis – 2
marks
Marketing
aim and
promotional
objectives –
4 marks
Marketing
Not provided or
very poorly
discussed. Some
general sentences
are provided that
do not guide what
value the brand in
concern and
competing brand
provide.
0.25 points
Provided a very
poor discussion in
terms of value and
brand positioning
analyses.
Demonstrates lack
of desk research
findings and a
discussion of
relevant theories.
0.5 points
Provided a
reasonable
discussion in terms
of value and brand
positioning
analyses. The
discussion of
relevant
theories/theory
(e.g. important—
performance
framework) to
explain brand
positioning is weak.
1 points
Provided a good
discussion in terms
of value and brand
positioning
analyses.
Demonstrates a
thorough desk
research findings.
The discussion and
implementation of
relevant
theories/theory
(e.g. important—
performance
framework) to
explain brand
positioning is
reasonably good.
1.5 points
Demonstrated a
professional
knowledge and
skills in terms of
value and brand
positioning
analyses.
Demonstrated a
thorough desk
research findings.
The discussion
and implementation
of relevant
theories/theory
(e.g. important—
performance
framework) to
explain brand
positioning was
very good.
2 points
Not provided or
very poorly
discussed. Some
general sentences
are provided that
do not guide what
the marketing aim
and promotional
objectives are.
1 points
The discussion is
very poor. Some
general sentences
are provided in an
unstructured
manner. The
marketing aim and
promotional
objectives are
inconsistent with
market summary,
demand
assessment, PEST
analysis,
competitor
analysis, SWOT
analysis and brand
positioning
analysis.
1.5 points
Somewhat a
structured
discussion is
provided. The
discussion about
marketing aim and
promotional
objectives are
weak when
compared with
market summary,
demand
assessment, PEST
analysis,
competitor
analysis, SWOT
analysis and brand
positioning
analysis.
2.5 points
A structured
discussion is
provided. The
discussion about
marketing aim and
promotional
objectives are
reasonably good
and demonstrate a
close match with
market summary,
demand
assessment, PEST
analysis,
competitor
analysis, SWOT
analysis and brand
positioning
analysis.
3.25 points
A structured
discussion is
provided. Clearly
demonstrates that
the discussion
about marketing
aim and
promotional
objectives are
consistent with
market summary,
demand
assessment,
PEST analysis,
competitor
analysis, SWOT
analysis and brand
positioning
analysis.
4 points
Not provided or This section does This section This section This section5/29/2017 Assignment
https://moodle.cqu.edu.au/mod/assign/view.php?id=446953 6/9
Marketing
mix
strategies –
5 marks
Competitive
Not provided or
very poorly
discussed. Some
general sentences
are provided in
regard to marketing
mix elements
[product, price,
place, promotion
(4Ps), process,
physical
environment,
people (7Ps)] that
do not guide what
the marketing mix
strategies will be
for 2018.
1 points
This section does
not demonstrate an
integration of
theories and desk
research findings.
An unstructured
discussion has
been provided with
some poor
presentations.
Unrealistic
strategies are
proposed for 2018
for each of the
marketing mix
elements.
2 points
This section
demonstrates an
integration of
theories and desk
research findings.
In some cases, a
structured
discussion has
been provided with
some good
presentations for
each of the
marketing mix
elements. Some
implementable
strategies,
including PLC,
BCG matrix, and
competitive
strategies are
proposed for 2018
and for each of the
marketing mix
elements. A weak
integration with
PEST analysis,
competitor
analysis, SWOT
analysis, brand
positioning
analysis, and
marketing aim and
promotional
objectives are
found.
3 points
This section
demonstrates an
integration of
theories and desk
research findings.
A thorough,
concise and
structured
discussion has
been provided with
some visible
presentations for
each of the
marketing mix
elements. Some
implementable
strategies,
including PLC,
BCG matrix, and
competitive
strategies are
proposed for 2018
and for each of the
marketing mix
elements.
Consistent with
PEST analysis,
competitor
analysis, SWOT
analysis, brand
positioning
analysis, and
marketing aim and
promotional
objectives.
4 points
This section
demonstrates an
integration of
theories and desk
research findings.
A thorough,
concise and
structured
discussion has
been provided with
some visible
presentations for
each of the
marketing mix
elements.
Demonstrates
competent
knowledge and
skills in developing
a set of
implementable
strategies,
including PLC,
BCG matrix, and
competitive
strategies for 2018
and for each of the
marketing mix
elements.
Consistent with
PEST analysis,
competitor
analysis, SWOT
analysis, brand
positioning
analysis, and
marketing aim and
promotional
objectives.
5 points
Not provided or Provided a very Described relevant Described relevant Described relevant5/29/2017 Assignment
https://moodle.cqu.edu.au/mod/assign/view.php?id=446953 7/9
Competitive
strategies –
5 marks
Media and
Not provided or
very poorly
discussed. Some
general sentences
are provided that
do not guide what
the brand’s
competitive
strategies will be
for 2018.
1 points
Provided a very
poor discussion in
terms of relevant
theories (or theory)
and its integration
with the brand’s
competitive
strategies.
Demonstrates a
lack of
understanding
about the brand’s
position in the
industry and in
terms competition.
There is a lack of
clear and specific
strategies.
2 points
Described relevant
theories in brief
(e.g. five factor
theory, theory for
various types of
competitors).
However, it lacks
an integration of
relevant theories
(or theory) for this
assessment
context. A weak
integration with
PEST analysis,
competitor
analysis, SWOT
analysis, brand
positioning
analysis, and
marketing aim and
promotional
objectives are
found.
Demonstrates a
weak
understanding of
the brand’s position
in the industry and
in terms
competition. The
proposed
strategies are
weak.
3 points
Described relevant
theories in brief
(e.g. five factor
theory, theory for
various types of
competitors).
Integrated the
theories in
formulating
competitive
strategies.
Demonstrated an
integration of PEST
analysis,
competitor
analysis, SWOT
analysis, brand
positioning
analysis, and
marketing aim and
promotional
objectives with the
competitive
strategies.
Demonstrates
reasonable
understanding of
the brand’s position
in the industry and
in terms
competition. The
proposed
strategies are
implementable.
4 points
Described relevant
theories in brief
(e.g. five factor
theory, theory for
various types of
competitors).
Integrated the
theories in
formulating
competitive
strategies.
Demonstrated an
integration of PEST
analysis,
competitor
analysis, SWOT
analysis, brand
positioning
analysis, and
marketing aim and
promotional
objectives with the
competitive
strategies.
Demonstrates a
very good
understanding of
the brand’s position
in the industry and
in terms
competition. The
proposed
strategies are
effective and
implementable.
5 points
Not provided or Provided a poor Provided a good Provided a very Demonstrated a5/29/2017 Assignment
https://moodle.cqu.edu.au/mod/assign/view.php?id=446953 8/9
Media and
budget
allocation –
5 marks
Expected
outcome
and
conclusion
– 2 marks
Citation,
Not provided or
very poorly
discussed about
the yearly
promotional mix
elements’
objectives, media
details and budget
allocation. There is
no justification of
choosing media
and budget.
1 points
Provided a poor
discussion of
relevant theories
along with its
justification for
media and budget
allocation. The
media and budget
allocation is very
general. Absence
of an unstructured
and unmapped
media and budget
allocation against
the promotional mix
elements’
objectives was
found. The
discussion is
inconsistent with
the PEST analysis,
competitor
analysis, SWOT
analysis, brand
positioning
analysis, and
marketing aim and
promotional
objectives, PLC,
BCG matrix and
competitive
strategies.
2 points
Provided a good
discussion of
relevant theories
along with its
justification for
media and budget
allocation. The
media and budget
allocation is
general. The
discussion is
somewhat
consistent with the
PEST analysis,
competitor
analysis, SWOT
analysis, brand
positioning
analysis, and
marketing aim and
promotional
objectives, PLC,
BCG matrix and
competitive
strategies.
3 points
Provided a very
good discussion of
relevant theories
along with its
justification for
media and budget
allocation. The
media and budget
allocation is
structured and
mapped. The
discussion is
somewhat
consistent with the
PEST analysis,
competitor
analysis, SWOT
analysis, brand
positioning
analysis, and
marketing aim and
promotional
objectives, PLC,
BCG matrix and
competitive
strategies.
4 points
Demonstrated a
structured and
brilliant discussion
of relevant theories
along with its
justification for
media and budget
allocation. The
media and budget
allocation is
structured and
mapped against
the promotional mix
elements’
objectives. The
discussion is
consistent,
succinct and
specific with the
PEST analysis,
competitor
analysis, SWOT
analysis, brand
positioning
analysis, and
marketing aim and
promotional
objectives, PLC,
BCG matrix and
competitive
strategies.
5 points
Not provided or
very poorly
discussed about
the expected
outcome of this
oneyear marketing
plan. Conclusion
does not
summarise the key
points/discussion
of the whole report.
Overall, the
assessment fails to
provide any clear
evidence of the
ideas presented;
drawing no clear
conclusions.
0.25 points
Somewhat the
expected
outcomes are
provided but these
are not very
consistent. The
assessment
provides limited
detail with no clear
summary of the
ideas presented;
drawing limited
conclusions.
0.5 points
The expected
outcomes are
briefly addressed.
The assessment
presents a
somewhat detailed
and focused
summary of the
ideas presented;
providing some
evidence of
conclusions.
1 points
Demonstrates an
understanding of
the expected
outcomes, and
relevant measures
and marketing
control variables
are discussed. The
assessment
presents a fairly
detailed and
focused summary
of the ideas
presented; drawing
fairly clear and
wellthoughtout
conclusions.
1.5 points
An indepth
understanding of
the expected
outcomes, and
relevant measures
and marketing
control variables
are discussed. The
assessment
presents a detailed
and focused
summary of the
ideas presented;
drawing clear and
wellthoughtout
conclusions.
2 points
Quality of writing is Some problems Quality of writing is Quality of writing is Quality of writing is5/29/2017 Assignment
https://moodle.cqu.edu.au/mod/assign/view.php?id=446953 9/9
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Citation,
language,
format and
references –
2 marks
Quality of writing is
at a very poor
standard so barely
understandable
(i.e., limited or no
introduction
included,
paragraphs are not
linked or are poorly
structured). Many
spellings mistakes.
Little or no
evidence of proof
reading.
Formatting, citation
and referencing
styles are poor.
0.25 points
Some problems
exist with sentence
structure and
presentation (i.e.,
an introduction is
included however
brief and at times
irrelevant to the
subject matter,
frequent
inconsistencies
from one paragraph
to the next, lacks
detail and/or
irrelevant
information, used
more words to
make a sentence,
etc.) Frequent
grammar,
punctuation and
spelling mistakes.
Use of
inappropriate
language.
Formatting, citation
and referencing
styles are
somewhat okay.
0.5 points
Quality of writing is
of a good standard
(i.e., an introduction
is provided
however some
areas omitted
which are included
in the document,
providing guidance
to the document
however some
minor
inconsistencies in
relation to linked
paragraphs, a
mostly clear and
concise concluding
summary of the
area of interest is
provided for each
section). Few
grammar, spelling
and punctuation
mistakes.
Formatting, citation
and referencing
styles are good,
except a few
mistakes.
1 points
Quality of writing is
of a high standard
(i.e., a mostly well
thoughtout though
some minor
inconsistencies
exist, mostly clear
guidance through
linked and
cohesive
paragraphs has
been provided, and
a mostly clear and
concise concluding
summary of the
area of interest is
provided for each
section). Few
grammar, spelling
and punctuation
mistakes.
Formatting, citation
and referencing
styles are good.
1.5 points
Quality of writing is
at a very high
standard (i.e., a
mostly well
thoughtout though
some minor
inconsistencies
exist, mostly clear
guidance through
linked and
cohesive
paragraphs has
been provided, and
a mostly clear and
concise concluding
summary of the
area of interest is
provided for each
section). Correct
grammar, spelling
and punctuation.
Formatting, citation
and referencing
styles are at a very
high standard.
2 points