Due: Due by 11.00pm AEST, Sunday 5th August 2018
Weighting: 30%
Individual/Group: Individual Assignment
Word limit: No more than 1500 words (plus or minus 10%). Assignments that exceed 2000 words will be referred back to the author for revision and penalties for late submission will be applied until the assignment has been resubmitted within the specified word limit.
Aim: The primary aim of this assignment is to explore your capacity to analyse the marketing strategies and marketing processes of real organisations and determine their effectiveness. It also aims to determine your ability to analyse such practical matters using early concepts (such as marketing intelligence, market segmentation and target marketing to name a few examples) covered in the formative weeks of the unit.
Core Task:
Basing your arguments on the academic literature that you have studied in the first four topics of this unit, write a report on the ways two different organisations have been able to compete in their markets. Your report should discuss the following points about each of the two organisations:
Your discussion is to be based on two suitable published case studies. This means case studies published in the academic literature – for example, the series of case studies in a textbook, or published in journals etc. Case studies and short articles in newspapers, magazines, website opinion pages and the like are definitely not acceptable, although such materials may be used to supplement the published case study and your analysis. All sources must be properly referenced. If in any doubt about the suitability of a case study, seek an early ruling from your local lecturer/tutor.
This is a substantial piece of scholarly work and will require extensive engagement with both unit theory and at least two detailed case studies.
Process:
The marking criteria for the assignment are on the next page. They are published to give you detailed guidelines about the way in which your mark will be calculated. Please read them carefully. Note that they are a guide, not a definitive formula for allocating marks. No set of criteria can accurately describe every possible assignment and so your final mark will reflect the application of academic judgement by your marker to your whole assignment.
MKT00720 – Marketing (Session 2, 2018)
Assignment 1: Case Study Analysis Marking Criteria
Ratings and Comments According to Criteria | Mark | |
Introduction | Properly describes the task and sets up the report content that follows:Excellent Very Good Good Satisfactory Needs Development Poor NA
Introduces the core concepts Excellent Very Good Good Satisfactory Needs Development Poor
Outlines the parameters and scope that will be used in the assignment Excellent Very Good Good Satisfactory Needs Development Poor
Further Comments as necessary
|
/10 |
Case Selection and Description | Selection of two appropriate cases from appropriate sourcesExcellent Very Good Good Satisfactory Needs Development Poor
Each case is properly described to enable the reader to understand them and their context: Excellent Very Good Good Satisfactory Needs Development Poor
|
/15 |
Evidence of Sustained Competitive Advantage | Is able to show clear evidence of marketing success/excellence for each caseExcellent Very Good Good Satisfactory Needs Development Poor
The evidence is sufficiently detailed and objective Excellent Very Good Good Satisfactory Needs Development Poor
Further Comments as necessary
|
/20 |
Analysis and Explanation | Provides a plausible explanation for the sustained marketing success of each case organisation:Excellent Very Good Good Satisfactory Needs Development Poor
Makes appropriate use of theories, models and concepts from the course to explain competitive success: Excellent Very Good Good Satisfactory Needs Development Poor
Shows a good understanding of theory and concepts and an ability to apply them to real case situations Excellent Very Good Good Satisfactory Needs Development Poor
Shows capacity to make use of analytical tools to aid assessment of marketing-related strategy Excellent Very Good Good Satisfactory Needs Development Poor
Further Comments as necessary
|
/35 |
Conclusions: | Draws sensible conclusions based on the analysis and discussion:Excellent Very Good Good Satisfactory Needs Development Poor
Conclusions reveal key learning to be taken from the analysis Excellent Very Good Good Satisfactory Needs Development Poor
Further Comments as necessary:
|
/10
|
Technical and Professionalism Aspects of the Report | In-text citations and proper referencing (note: an absence of in-text citations and referencing may lead to penalties beyond the marks allocated for this criteria point):Excellent Very Good Good Satisfactory Needs Development Poor
Appropriate sources used and referenced: Excellent Very Good Good Satisfactory Needs Development Poor
Presented in well-thought out, consistent, readable form/appropriate length: Excellent Very Good Good Satisfactory Needs Development Poor
Style, spelling, grammar and syntax Excellent Very Good Good Satisfactory Needs Development Poor
Further Comments as necessary
|
/10 |
Total: The paper is marked out of and then adjusted to conform to the 30% loading for the course | ||
Summary Comments as Necessary:
|
School extension policy
Students wanting an extension must make a request at least 24 hours before the assessment item is due and the request must be received in writing by the unit assessor or designated academic.
Extensions within 24 hours of submission or following the submission deadline will not be granted (unless supported by a doctor’s certificate or where there are exceptional circumstances – this will be at unit assessor’s discretion and will be considered on a case by case basis). Extensions will be for a maximum of 48 hours (longer extensions supported by a doctor’s certificate or exceptional circumstances to be considered on a case by case basis).
A penalty of 5% of the total available grade will accrue for each 24‑hour period that an assessment item is submitted late.
Please note: work commitments are rarely a sufficient reason to approve special consideration and being away on holidays is never a reason. There is no penalty for submitting an assignment BEFORE the due date, so if you are going away just manage your time to get assessment tasks finished before you go. You’ll enjoy your holiday more.
Extensions will NOT be approved because of problems with personal computers or storage devices. Back up your work every day to a secure location.