迪肯 Assignment 代写 MMK101 - Marketing Fundamentals
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迪肯 Assignment 代写 MMK101 - Marketing Fundamentals
Content
The aim of the unit Marketing is to examine how marketing organisations, both profit-oriented and not-for-profit, create value for end-users and business customers, and in return capture value from customers. Starting with discussion on the marketing process, the unit proceeds to examine marketing theory and practice – ranging from understanding customer needs, to designing customer-driven marketing strategies using the extended marketing mix in integrated marketing programs, and on to building customer relationships and capturing value for the organisation.
迪肯 Assignment 代写 MMK101 - Marketing Fundamentals
Assessment
Assessment 1 (individual) – Marketing assignment (4000 words) – 50%
Examination (2 hours) – 50%
Hurdle requirement: achieve at least 50% of the available marks in the examination
From Trimester 2 2016:
Assessment 1 (individual) – Marketing report (2500 words) – 30%
Assessment 2 (individual) – Marketing report (2000 words) – 20%
Examination (2 hours) – 50%
Hurdle requirement: achieve at least 50% of the available marks in the examination
迪肯 Assignment 代写 MMK101 - Marketing Fundamentals
MMK101 T2 2016 Assessment 1 and 2
(Total Weighting: 50%)
Assessment 1: Market Environment Analysis (30%)
2500 Words (+/- 10%)
Due Date: Week 5, 9 Pth P August @ 5.00 PM
This assessment addresses: ULO 1, 2 and 3
Hurdle: As outlined in the Unit Guide, submission of Assessment 1 is a hurdle requirement for
submission of Assessment 2. You CANNOT submit Assessment 2 if you have not submitted
Assessment 1.
Assessment 2: Marketing Strategy Recommendations (20%)
2000 Words (+/- 10%)
Due Date: Week 10, 20 Pth P September @ 5.00
PM
This assessment addresses: ULO 3
These assessments are designed to allow students to analyse real-world problems and propose solutions
to a company to address their current objectives. This is consistent with the Learning Outcomes 1, 2, and
3 of the unit which are as follows:
ULO1
Identify and explain theoretical concepts and the marketing mix
elements employed in marketing strategy development
GLO 1
ULO2
Explain the use of market information in developing segmentation
and positioning strategies
GLO 1, 3
ULO3
Apply the marketing concept and marketing strategy in various
contexts including profit and not-for-profit organisations,
including government
GLO 1, 4. 8
1
The Assessment topic for Trimester 2 is supported by Bindle. The best Assessment projects will be
reviewed by the Executive Team of Bindle. The top 5 students will be rewarded with the opportunity to
apply for an Internship with Bindle and their own surprise “Bindle”. The top 10 students will receive a
Certificate of Excellence from Bindle.
Assessment and Organisational Context: Bindle (http://bindle.com.au)
You have been hired by Bindle as an independent marketing consultant to complete 2 marketing reports
in relation to a market environment analysis (Assessment 1) and in relation to a new/modified product or
service that you recommend for Bindle and related marketing strategy recommendations (Assessment 2).
For Assessment 2, you are to suggest/recommend a new/modified Product or Service for Bindle, based on
your market environment analysis in Assessment 1. U The focus of this assessment is on the Business-
Consumer market only U .
A “bindle” is a “bundle of possessions carried by a Hobo” ( 29TUhttp://bindle.com.au U29T ). Bindle is a small,
Australian owned company that engages local artisans to produce Australian, hand-made, tailored gift
packages or “bindles”. Bindle’s website ( 29T http://bindle.com.au 29T) showcases many of the gift packages
currently offered such as those for Christmas, specific occasions and specific interests and hobbies. Each
“bindle” is a culmination of several creative individuals who bring together their individual flair for
wrapping and sourcing products to produce a tailored, hand-wrapped gift package that is personalized,
unique and entirely Australian.
Bindle would like to expand its range of products, and potentially services, that it offers. With a wider
assortment of products and services, the company would like to appeal to a broader range of target
segments. You will be writing a report for Bindle in two parts. The first part establishes the current
environment that Bindle is operating in. The second part of the assessment, applies the intelligence
that you have gathered to develop a Marketing Strategy that will assist Bindle in growing its market.
DO NOT contact the organisation or its personnel in relation to this Assessment project on your own.
There will be TWO opportunities (in Week 3 and in Week 8) for students to submit questions for the
Bindle Executive team in a group forum. These questions will then be forwarded to the Bindle Executive
Team by the Unit Chair and all students will receive a response to these questions prior to the
submission date for Assessment 1 and Assessment 2 respectively.
The remainder of the Assessment Brief provides greater details for both Assessment 1 and Assessment 2.
Assessment 1: Market Environment Analysis (30%) (This assessment has a Hurdle Requirement)
Assessment Assessment 1: Market Environment Analysis
Completed Individually ONLY
Weighting 30% of final grade (marked out of 100)
Word Limit 2,500 words (+/- 10%)
Due Date Week 5, 9 Pth P August @ 5.00 PM AEST/AEDT
Where to Submit Assessment 1 Dropbox On CloudDeakin
Return Date Within 15 working days of the due date of the Assessment
Hurdle: As outlined in the Unit Guide, submission of Assessment 1 is a hurdle requirement for
submission of Assessment 2. You CANNOT submit Assessment 2 if you have not submitted
Assessment 1.
2
Section Marks Details (optional/suggested breakdown of word limit in brackets)
1
(500 words)
20 Industry Overview and Product Description:
Provide a brief and fully referenced industry overview and product description,
including:
- Overview of the relevant industry including relevant statistics from industry
sources such as IBIS World, Passport, Business Monitor, ABS, peer-reviewed
articles, etc.;
- Major players (direct and/or indirect competitors) in the industry;
- Growth and other significant trends in the industry;
- Overview of the company and description of the main products that Bindle
offers, including potential analysis using analysis tools such as the BCG Matrix
or any other, as relevant
2
(750 words)
30 The Company’s Micro and Macro Environment:
Provide a fully referenced overview of the RELEVANT factors from the macro and
micro environment that are impacting Bindle:
- Possible macro factors for discussion (demographic, economic, natural,
technological, political, cultural)
- Possible micro factors for discussion (company, customers, suppliers,
intermediaries, competitors, publics)
- Use the Deakin Library Resources to find information on the marketing
environment. Here’s a useful video that highlights some of the most useful
resources: 29Thttp://air.deakin.edu.au/public/media/entry_id/0_9wcnz2lx 29T
- You can also find useful information in peer reviewed articles. Watch this
video to find out what a peer reviewed article is
( 29T https://video.deakin.edu.au/media/t/0_5v22r0v1 29T )
3
(500 words)
20 Market Segmentation
Provide an overview of the segmentation bases that are most likely used/could be
used by Bindle in segmenting their market and the possible resulting segments:
- Only focus on the relevant segmentation bases and provide a justified
rationale for why you think they are the most relevant
- Use a segmentation table to present this information (See Assessment 1 Video
Guide for an example of a segmentation table)
- 4-5 segments are sufficient
- Provide a summary at the bottom of your segmentation table
4
(250 words)
10 Market Targeting and Consumer Profile
From the various segments profiled in Part 3, CHOOSE ONE target market for Bindle
to target and describe their customer profile:
- Choose your target market and justify why they should be the target markets
for Bindle;
- Provide a detailed profile of your target market based on the segmentation
variables as detailed in Section 3, supported with academic literature.
5
(250 words)
10 Differentiation and Positioning
Considering the target market(s) that you have chosen above, discuss how you would
differentiate and position Bindle’s products in the consumers mind:
- Consider the 5 bases of differentiation (product, image, service, people,
channel) and choose the most appropriate to discuss
- Provide a positioning statement and illustrate where your company is
positioned, relative to competitors, on a positioning map
3
6
(250 words)
5 Conclusion and Implications for Marketing Strategy
Make sure your conclusion and implications:
- Highlight and summarise the significant elements of your report
- What are the implications for the company of the findings of your report?
- Identify a gap in the market that the company could capitalise on with a
new/modified product. This provides a suitable platform for Assessment 2.
Overall 5 - Use of digital resources
- Use of credible and relevant Academic Sources
- Use of Peer Reviewed Sources (minimum of 5):
( 29T https://video.deakin.edu.au/media/t/0_5v22r0v1 29T )
- Concise, clear, professional language and writing style
- Harvard Referencing correctly utilised ( 29Thttp://www.deakin.edu.au/students/study-
support/referencing/harvard 29T )
The environment analysis and consumer profile discussed in Assessment 1 will be the basis of the
marketing strategy recommendations which are proposed in Assessment 2.
The feedback you will receive for Assessment 1 should be used to strengthen your discussion of
marketing strategy in Assessment 2.
Assessment 2: Marketing Strategy and Recommendations (20%)
Having chosen a target market in Assessment 1, Assessment 2 leads directly on from this. In particular, in
Assessment 2, your task is to recommend the specific marketing strategy/marketing mix (in terms of
product/service, price, place and promotion and 7P’s if you are recommending a service) that will help
Bindle to successfully reach the suggested target market.
• Note: Use the Deakin Library Resources to find information on the marketing strategy. Here’s a useful
video that highlights some of the most useful resources:
29T http://air.deakin.edu.au/public/media/entry_id/0_9v7rz5ks 29T
Assessment Assessment 2: Marketing Strategy and Recommendations
Completed Individually ONLY
Weighting 20% of final grade (marked out of 100)
Word Limit 2,000 words (+/- 10%)
Due Date Week 10, 20 P th PSeptember @ 5.00 PM AEST/AEDT
Where to Submit Assessment 2 Dropbox On CloudDeakin
Return Date Within 15 working days of the due date of the Assessment
Section Marks Details (optional/suggested breakdown of word limit in brackets)
1
(200 words)
10 Background Summary of Assessment 1:
In your background summary, you should incorporate the following:
• Summary of findings from Part 1 (industry overview, macro and micro
analysis)
• Description of your target market(s) and their customer profile(s)
• Discussion of your differentiation and positioning in the context of your target
market
• Outline the structure of your Assessment 2 report
4
2
(400 words)
20 Products and Services:
Provide a fully referenced discussion of the new/modified product/service that you
are recommending be introduced, with justification. Aspects that you could discuss (if
relevant) might include:
- Three levels of Product
- Product Life Cycle (PLC)
- Branding and Brand development
- Packaging and Labelling
- Product mix/Product line decisions
3
(400 words)
20 Pricing:
Provide a fully referenced discussion of the pricing strategies that you are
recommending be utilised by the organisation, with justification. Aspects that you
could mention (if relevant) might include:
- Major pricing strategies (cost based, customer value based, competition
based)
- Relevant internal and external considerations impacting the choice of pricing
strategy
- New product pricing strategies
- Product mix pricing strategies
4
(400 words)
20 Place/Distribution:
Provide a fully referenced discussion of the distribution strategies that you are
recommending be utilised by the organisation, with justification. Aspects that you
could mention (if relevant) might include:
- Type of supply channel structure that you will use (how many levels etc..)
- Who will be the members in your channel
- How your channel will be organised
- Diagram of the supply chain to be used, with rationale for any suggested
modifications from the current supply chain being used
5
(400 words)
20 Promotional Mix:
Provide a fully referenced discussion of the integrated marketing communications
(promotional) strategies that you are recommending be utilised by the organisation,
with justification. Aspects that you could mention (if relevant) might include:
- Relevant aspects of the IMC mix/Promotional mix (Chapters 11 and 12 of the
text book)
6
(200 words)
5 Conclusion of Part 1 and 2 with Implications for the Company:
Make sure your conclusion and implications:
- Summarise the significant elements of both Assessments 1 and 2
- What are the implications for the company of the findings of both of your
Assessments/Reports?
- Practical steps for the company as to what they need to do in the immediate
future to expand their customer base.
Overall 5 - Use of digital resources
- Use of credible and relevant Academic Sources
- Use of Peer Reviewed Sources (minimum of 5):
( 29T https://video.deakin.edu.au/media/t/0_5v22r0v1 29T )
- Concise, clear, professional language and writing style
- Harvard Referencing correctly utilised ( 29Thttp://www.deakin.edu.au/students/study-
support/referencing/harvard 29T )
5
Please note the following:
1. Word count does NOT include Executive Summary, table of contents, references, appendices,
and any tables or figures used in the body of the document.
2. You must name your Assessment 1 file for submission as: surname_student
ID_MMK101_Assessment 1 (for example: smith_123456789_MMK101_Assessment 1) and it
MUST be a single (1) Word document.
3. You must name your Assessment 2 file for submission as: surname_student
ID_MMK101_Assessment 2 (for example: smith_123456789_MMK101_Assessment 2) and it
MUST be a single (1) Word document.
4. Once you have done this please follow this step-by-step Assessment submission guide:
http://www.deakin.edu.au/students/clouddeakin/help-guides/assessment/Assessments
5. Note: In order to see the Assessment 1 Dropbox, you need to first complete the Digital Literacy
Module. If you have tried to complete this and are having issues, you are best to urgently contact
the library staff at: 29Tdigital.literacy.bl@deakin.edu.au 29T
6. If you have completed the Digital Literacy Module and can see the Dropbox and are still unable to
submit your Assessment then you may be experiencing an IT issue. If this is the case, you are best
to urgently contact the Deakin University Student IT Help Desk. Their contact details can be found
at: http://www.deakin.edu.au/current-students/it-support/it- service-desk/index.php
7. Please note that by clicking the SUBMIT button in the online Assessment Dropbox, you are
declaring that the work submitted is entirely your own, except where material quoted or
paraphrased is acknowledged in the text. You are also declaring that it has not been
submitted for assessment anywhere previously (that includes any previous attempts
you may have made in this unit!).
8. You will receive an auto-generated email when you have successfully submitted your assignment.
9. DO NOT submit a Deakin University Assessment Coversheet – see point 6 above.
10. If you have any queries or need clarification regarding this Assessment please refer to the
Assessment FAQs on CloudDeakin in the first instance.
11. TurnitIn:
- You can submit your draft Assessment to the Dropbox for Assessment 1 and Assessment 2
respectively and through TurnitIn to check your originality % as many times as you like, prior
to the actual submission date and time.
- Every time you submit a new version of your Assessment, it will override the previous
version.
12. DO NOT submit a hardcopy of your Assessment.
Academic Integrity, Plagiarism and Collusion: Plagiarism and collusion constitute extremely serious
breaches of academic integrity. They are forms of cheating, and severe penalties are associated with them,
including cancellation of marks for a specific Assessment, for a specific unit or even exclusion from the
course. If you are ever in doubt about how to properly use and cite a source of information, consult your
lecturer or the Study Support website http://www.deakin.edu.au/students/study-support/referencing
• Plagiarism occurs when a student passes off as the student’s own work, or copies without
acknowledgement as to its authorship, the work of any other person or resubmits their own work
from a previous assessment task.
• Collusion occurs when a student obtains the agreement of another person for a fraudulent
purpose, with the intent of obtaining an advantage in submitting an Assessment or other work.
Work submitted may be reproduced and/or communicated by the university for the purpose of assuring
academic integrity of submissions (http://www.deakin.edu.au/students/study-
support/referencing/academic-integrity).
6
Wr iting and formatting:
General writing issues such as poor spelling, grammar, English expression, formatting, and the like
will attract penalties ranging from 10% to 100% of the total Assessment marks depending on
severity. This is to be formatted as a business report (not an essay) and is to be written as if you are
an independent business consultant – NOTE: Letter or Memorandum and Methodology sections are
NOT required. Your Assessment is to be formatted as follows:
- Word document format only, A4 size
- One (1) single file
- 12 point, Times New Roman font
- Fully justified paragraphs, 1.5 or double spaced
- Normal margins (2.54 cm left, right, top and bottom)
• The assignments should follow a professional report writing format, including: Title Page,
Executive Summary, Table of Contents, and relevant headings described in this document.
Word count:
Assessments which go over the word limit (+/-10%) will, in fairness to other students, be penalised
between 10% and 100% of the available marks depending on severity. The word count does not
include the Title Page, Executive Summary, Table of Contents, Reference Lists, and Appendices but
does include everything else (i.e. In-text citations, tables, and figures).
Sources of information:
It is required that you utilise, and correctly reference, at least (minimum) 10 references throughout
the report, with a minimum of 50% of these being peer-reviewed articles (you can view this video
guide to help finding peer-reviewed articles), and you must correctly use the Harvard style of
referencing in this report. If these are not done correctly, you will be penalised between 10% and
100% of the available marks depending on severity.
Extensions/Late submission:
• Extensions to the dates for submission of this Assessment will be considered only if a written
request with supporting documentation is submitted and negotiated with the Unit Chair.
• Assessments submitted late without an extension being granted will not be marked. These will be
held until final grading and may be taken into consideration in a pass/fail situation. Please note
that for an Assessment to be considered in this manner it must be submitted no more than 7 days
after the stated due date for submission. Further, if you find yourself in this situation the Faculty
of Business and Law policy in these cases is that students need to achieve at least 45% overall for
any concessions for your late assessment to be taken into consideration.
7
迪肯 Assignment 代写 MMK101 - Marketing Fundamentals
