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 [email protected] 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