MMK101 Marketing Fundamentals代写
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MMK101 Marketing Fundamentals代写
MMK101 Marketing Fundamentals
T3 2016
Assessment Brief – Open Family Australia
(50% of final grade)
This assessment is designed to allow students to analyse real-world problems facing Open Family
Australia, and propose solutions to the given objectives. This is consistent with the Unit Learning
Outcomes and Graduate Learning Outcomes as follows:
Unit Learning Outcome (ULO) Graduate Learning Outcome (GLO)
ULO 1: Identify and explain theoretical concepts and the marketing mix
elements employed in marketing strategy development
GLO 1: Discipline-specific knowledge
and capabilities
ULO 2: Explain the use of market information in developing segmentation
and positioning strategies
GLO 1: Discipline-specific knowledge
and capabilities
GLO 3: Digital literacy
ULO 3: Apply the marketing concept and marketing strategy in various
contexts including profit and not-for-profit organisations, including
government
GLO 1: Discipline-specific knowledge
and capabilities
GLO 3: Digital literacy
GLO 8: Global citizenship
Compulsory Pre-Assignment Task: Digital Literacy Module (DLM)
MMK101 Marketing Fundamentals代写
Assessment Digital Literacy Module (DLM)
Completed Individually ONLY
Weighting 0% of final grade but if you do not complete this task you will not be able to access
the Assignment Drop Box for submission and will not be able to submit your
assignments
Due Date Week 3, Sunday 27 November @ 5:00pm AEDT
Where to Submit DLM link is under ‘Resources’ on the MMK101 CloudDeakin site
Where is the Digital Literacy Module located? In the MMK101 CloudDeakin site under
‘Resources’.
What order does the Module need to be completed in?
1. Complete the “Pre-Module Self-Assessment” section located in the introduction page in
MMK101 unit site. This unlocks the quiz to the “Find” section.
2. Complete the “Find” section, then complete the quiz (link to quiz is located in the “Find”
section). You must achieve at least 80% to unlock the “Use” section of the module.
3. Students complete the “Use” section, then complete the quiz. Students must achieve at
least 80% to unlock the “Share” section of the module.
4. Students complete the “Share” section, then complete the final quiz. Students must
achieve at least 80%.
5. Students complete the “Post-Module Self-Assessment”.
6. Failure to complete this task, including the “Post-Module Self-Assessment” will result in
you not being able to access the MMK101 assignment dropbox and therefore a zero
grade in the assignments.
If you have any queries, please go to the designated “Digital Literacy Module (DLM)
Discussion Forum” on the MMK101 CloudDeakin site Discussion Area. 3
Summary of Assessment – Open Family Australia
Assignment 1: Market Environment Analysis (30%)
2500 Words (+/- 10%)
Due Date: Week 5, Tuesday 6 December @5:00pm AEDT
Late Submission Penalty: If the assignment is submitted late without an approved extension
from the Unit Chair, a marking penalty of 5% of the available marks will be deducted each
day for up to five days. If the assignment is submitted more than five days after the due date it
will not be marked and will be awarded zero (0%) for the task.
Students who submit their assignment on time will be provided with written feedback and
marks on CloudDeakin by Friday 23 December @ 5:00pm AEDT.
Hurdle: As outlined in the Unit Guide, submission of Assignment 1 is a hurdle requirement for
submission of Assignment 2. You CANNOT submit Assignment 2 if you have not submitted
Assignment 1.
Assignment 2: Marketing Strategy Recommendations (20%)
2000 Words (+/- 10%)
Late Submission Penalty: If the assignment is submitted late without an approved extension
from the Unit Chair, a marking penalty of 5% of the available marks will be deducted each
day for up to five days. If the assignment is submitted more than five days after the due date it
will not be marked and will be awarded zero (0%) for the task.
Students who submit their assignment on time will be provided with written feedback and
marks on CloudDeakin by Friday 10 February @ 5:00pm AEDT.
Assessment and Organisational Context: Open Family Australia
You have been hired by Open Family Australia as an independent marketing consultant to complete a
marketing report in relation to a market environment analysis (Assignment 1) and strategic
recommendations for a promotional campaign to increase/attract volunteers to assist Open Family
Australia with their service delivery (Assignment 2).
Open Family Australia was founded in Melbourne nearly 40 years ago
(http://www.openfamily.com.au). Its mission is to improve the lives of young people suffering
hardship. Open Family Australia’s website (http://www.openfamily.com.au) provides an overview of
all the products and services that they offer.
The key issue that Open Family Australia would like you to address is that they want to increase/attract
volunteers aged 18 to 35 years to assist Open Family Australia to deliver more effective mobile youth
outreach services* to at-risk young people under the age of 25 years.
You will be writing a report for Open Family Australia in two parts. The first part (Assignment 1)
establishes the current environment within which Open Family Australia operates. The second part
(Assignment 2) applies the intelligence that you have gathered to develop marketing strategies. The
strategies should focus on the promotion element of the marketing mix. These strategies will assist
Open Family Australia in attracting volunteers aged 18 to 35 years to assist in their mobile youth
outreach services.
The four (4) objectives of Open Family Australia’s integrated marketing communication plan are:
1. To create awareness amongst people aged 18 to 35 years in Melbourne of the issues confronting
at-risk youth.
2. To increase awareness of Open Family Australia and the services they provide within 18 to 35
year olds in Melbourne.
3. To increase the percentage of members of the target market who believe the services provided
by Open Family Australia are valuable.
4. To increase the number of volunteer applications to work in their mobile outreach services
submitted to Open Family Australia.
YOU MUST NOT contact Open Family Australia or its personnel in relation to this Assessment
UNDER ANY CIRCUMSTANCES
The remainder of the Assessment Brief provides in-depth details for both Assignment 1 and 2.
*Note: To understand what mobile youth outreach services are offered go to
http://www.openfamily.com.au/ and look under the tab titled “What we do”. 5
Assignment 1: Market Environment Analysis (30%)
Assessment Assignment 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, Tuesday 6 December @ 5:00pm AEDT
Where to Submit Assignment 1 Dropbox On CloudDeakin
Late Submission Penalty 5% of the available marks will be deducted each day for up to five days
Return Date By Friday 23 December @ 5:00pm AEDT
Hurdle: As outlined in the Unit Guide, submission of Assignment 1 is a hurdle requirement for
submission of Assignment 2. You CANNOT submit Assignment 2 if you have not submitted
Assignment 1.
Compulsory Digital Literacy Module – you MUST complete this fully by 27 November 2016 in order
to be able to access the Assignment 1 Dropbox 6
The environment analysis and consumer profile discussed in Assignment 1 will be the basis of the marketing
strategy recommendations which are proposed in Assignment 2. The feedback you will receive for Assignment 1
should be used to strengthen your discussion of marketing strategy in Assignment 2.
Section Marks Details (optional/suggested breakdown of word limit in brackets)
1
(500 words)
20 Industry Overview and Service Description:
Provide a brief and fully referenced industry overview and service 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 services that Open Family Australia offers
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 Open Family Australia ( and provide a justified rationale for why you think they are
the most relevant and why others are not):
- Possible macro factors for discussion (demographic, economic, natural, technological,
political, cultural)
- Possible micro factors for discussion (company, customers, suppliers, intermediaries,
competitors, publics)
- Some assumptions can be made but must be logical
3
(500 words)
20 Market Segmentation
Provide a fully referenced overview of the segmentation bases that are most likely used/could be used
by Open Family Australia in segmenting their market of volunteers 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 and why others are not
- Provide four (4) appropriate market segments for the company to consider targeting – use a
segmentation table to present this information
- Note: even though you are provided with an age range of volunteers that Open Family Australia are
looking for, you may want to break this age range up further for segmentation purposes in order to
create more effective segments
4
(250 words)
10 Market Targeting and Consumer Profile
From the various segments profiled in Part 3, CHOOSE ONE target market for Open Family Australia to
target and provide a fully referenced customer profile:
- Choose your target market and justify why they should be the target market for Open Family
Australia;
- 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 that you have selected, discuss how you would differentiate and position
Open Family Australia’s market offerings in the consumers’ (volunteers’) minds (fully referenced):
- 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 (sometimes referred to as a perceptual
map)
6
(250 words)
5 Conclusion
Make sure your conclusion:
- Highlights and summarises 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 capitalize on with an awareness
campaign. This provides a suitable platform for Assignment 2
Overall 5 General communication
- Following the requirements listed on pages 8 and 9 of this brief
- Appropriate use of digital resources
- Use of credible and relevant sources (minimum of 10 different sources) with at least 50%
of these being Peer Reviewed Sources (minimum of 5 different sources)
- Correct, consistent use of the Harvard style of referencing
- Concise, clear, professional language and writing style 7
Assignment 2: Marketing Strategy and Recommendations (20%)
Having chosen a target market in Assignment 1, Assignment 2 leads directly on from this. In particular,
in Assignment 2, your task is to recommend the specific integrated marketing communication
strategies that will help Open Family Australia to successfully reach the suggested target market.
MMK101 Marketing Fundamentals代写
Assessment Assignment 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, Tuesday 24 January @ 5:00pm AEDT
Where to Submit Assignment 2 Dropbox On CloudDeakin
Late Submission Penalty 5% of the available marks will be deducted each day for up to five days
Return Date By Friday 10 February @ 5:00pm AEST/AEDT
Section Marks
Details (optional/suggested breakdown of word limit in brackets)
1
(300 words)
15 Background Summary of Assignment 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 chosen target market and their profile
- Discussion of your differentiation and positioning in the context of your target market
- Outline the structure of your Assignment 2 report
2
(1400 words)
60 Promotional Mix:
Provide a fully referenced discussion of the integrated marketing communications (promotional) strategies
that you are recommending be used by the organisation to meet its objectives (page 3 of this brief), with
justification (see Chapters 11, 12 and 13 of the prescribed text). Aspects that you need to address, include:
- Relevant aspects of the IMC mix/Promotional mix
- Which promotion tools or elements should be used?
- How should they be used? Be specific, including message and media decisions.
- Justify your recommendations – be creative, but ground your decisions in reality and base them on
best-practice
- Make sure you discuss at each stage how these strategic recommendations relate to the stated
objectives and how they will help Open Family Australia achieve their goals
3
(300 words)
20 Conclusions with Implications for the Company:
Make sure your conclusion and implications:
- Summarise the significant elements of both Assignments 1 and 2
- What are the implications for the company of the findings of both of your reports?
- Practical steps for the company as to what they need to do in the immediate future to attract
volunteers.
- What metrics would you recommend they use to measure the success (or otherwise) of the
communication plan?
Overall 5 General communication
- Following the requirements listed on pages 8 and 9 of this brief
- Appropriate use of digital resources
- Use of credible and relevant sources (minimum of 10 different sources) with at least 50% of
these being Peer Reviewed Sources (minimum of 5 different sources)
- Correct, consistent use of the Harvard style of referencing
- Concise, clear, professional language and writing style 8
Please note the following:
1. Word count does NOT include the table of contents, references, appendices, and any tables
or figures used in the body of the document.
2. You must name your Assignment 1 file for submission as: surname_student
ID_MMK101_Assignment 1 (for example: smith_123456789_MMK101_Assignment 1) and it MUST
be a single (1) Word document or PDF.
3. You must name your Assignment 2 file for submission as: surname_student
ID_MMK101_Assignment 2 (for example: smith_123456789_MMK101_Assignment 2) and it MUST
be a single (1) Word document or PDF.
4. Once you have done this please follow this step-by-step Assignment submission guide:
http://www.deakin.edu.au/students/clouddeakin/help-guides/assessment/Assessments
5. Note: In order to see the Assignment 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: 29 Tdigital.literacy.bl@deakin.edu.au29 T
6. If you have completed the Digital Literacy Module (including the Post-Module Self-Assessment)
and can see the Dropbox and are still unable to submit your Assignment 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: Deakin University Student IT Help Desk
7. Please note that by clicking the SUBMIT button in the online Assignment 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.
If you DO NOT receive this email confirmation it means you have not submitted your assignment
correctly and your assignment will not be marked.
9. If you have any queries or need clarification regarding this Assessment please refer to the
Assignment FAQs on CloudDeakin in the first instance.
10. TurnitIn:
- There is no separate Turnitin link in the MMK101 Assignment area
- You can submit your draft Assignment to the Dropbox for Assignment 1 and Assignment 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 Assignment, it will overwrite the
previous version.
11. DO NOT submit a hardcopy of your Assignment.
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 websitehttp://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). 9
Writing 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 Assignment 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 Assignment is to be formatted as follows:
- Word document or PDF 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,
Table of Contents, and relevant headings and sub-headings described in this document.
Word count:
Assignments 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.
Late Submission Penalty: If the assignment is submitted late without an approved extension from
the Unit Chair, a marking penalty of 5% of the available marks will be deducted each day for up
to five days. If the assignment is submitted more than five days after the due date it will not be
marked and will be awarded zero (0%) for the task.
10
Notes:
Penalties for late submission: The following marking penalties will
apply if you submit an assessment task after the due date without an
approved extension: 5% will be deducted from available marks for
each day up to five days, and work that is submitted more than five
days after the due date will not be marked. You will receive 0% for the
task. 'Day' means working day for paper submissions and calendar day
for electronic submissions. The Unit Chair may refuse to accept a late
submission where it is unreasonable or impracticable to assess the task
after the due date.
For more information about academic misconduct, special
consideration, extensions, and assessment feedback, please refer to
the document Your rights and responsibilities as a student in this Unit
in the first folder next to the Unit Guide of the Resources area in the
CloudDeakin unit site.
Building evidence of your experiences, skills and knowledge
(Portfolio) - Building a portfolio that evidences your skills, knowledge
and experience will provide you with a valuable tool to help you
prepare for interviews and to showcase to potential employers. There
are a number of tools that you can use to build a portfolio. You are
provided with cloud space through OneDrive, or through the Portfolio
tool in the Cloud Unit Site, but you can use any storage repository
system that you like. Remember that a Portfolio is YOUR tool. You
should be able to store your assessment work, reflections,
achievements and artefacts in YOUR Portfolio. Once you have
completed this assessment piece, add it to your personal Portfolio to
use and showcase your learning later, when applying for jobs, or
further studies. Curate your work by adding meaningful tags to your
artefacts that describe what the artefact represents.
You must keep a backup copy of every assignment you submit, until
the marked assignment has been returned to you. In the unlikely event
that one of your assignments is misplaced, you will need to submit
your backup copy.
Any work you submit may be checked by electronic or other means for
the purposes of detecting collusion and/or plagiarism.
When you are required to submit an assignment through your
CloudDeakin unit site, you will receive an email to your Deakin email
address confirming that it has been submitted. You should check that
you can see your assignment in the Submissions view of the
Assignment dropbox folder after upload, and check for, and keep, the
email receipt for the submission.
MMK101 Marketing Fundamentals代写
