BUS5103 Marketing and Communication Assignment
Assessment Brief: BUS5103 Marketing and Communication Trimester 1, 2023
Assessment Overview
| Assessment Task | Type | Weighting | Due | Length | ULOs |
| Assessment 1: Advertisement Poster Presentation and critique: Students required to make print/digital advertisement along with report and presentation for a product/service justifying target market, message, and media strategy and tactics with justification. | Group Invigilated | 20% | 10 – 15 Minutes (Equivalent to 1500 words) | Week 5 | ULO 1 ULO 2 |
| Assessment 2: Case Study Constructing a case study based on literature review on successful or failing marketing strategy or decisions and its result. | Group | 20% | 3000 words | Week 8 | ULO 1 ULO 2 ULO 3 ULO 4 |
| Assessment 3: Strategic Marketing Plan Students required to construct marketing plan for any product or service for Australian Market that includes competitive analysis, Market segmentation, selection of target market and 7P strategies with justification. | Individual | 40% | 3000 words | Week 10 | ULO 1 ULO 2 ULO 3 ULO 4 |
| Assessment 4: Pitch Presentation This is presentation of the marketing plan, assessment 3. The students required to present their marketing plan with explanations followed by question/answer session. | Individual Invigilated | 20% | 10 – 15 minutes (Equivalent to 1500 words) | Week 11 and 12 | ULO 1 ULO 2 |
equiv. – equivalent word count based on the Assessment Load Equivalence Guide. It means this assessment is equivalent to the normally expected time requirement for a written submission containing the specified number of words.
Assessment 1: Advertisement Poster Presentation
| Due date: | Week 5 |
| Group/individual: | Group |
| Word count/Time provided: | 10 – 15 Minutes (Equivalent to 1500 words) |
| Weighting: | 20% |
| Unit Learning Outcomes: | ULO 1, ULO 2 |
Assessment 1 Detail
This is a group assessment consisting maximum four members. Students required to design print/digital advertisement for a product or service for Australian market. Students are required to construct this advertisement with appropriate message and the punchline. They can use picture of a model that they think suitable for the advertisement. Further, students are required to demonstrate where and how this advertisement will be used to achieve maximum advantage to the organisation. The students required to have following elements in the presentation:
- Target Market Segment of the advertisement
- Justification of message and the punch line of the advertisement
- How and where you would like to advertise it (Media Strategy)
- The professional presentation explaining and justifying above criteria.
Assessment 1 Marking Criteria and Rubric
The assessment will be marked out of 100 and will be weighted 20% of the total unit mark. The marking criteria and rubric are shown on the following page.
Assessment 1 Marking Criteria and Rubric
| Marking Criteria | Not Satisfactory (0-49% of the criterion mark) | Satisfactory (50-64% of the criterion mark) | Good (65-74% of the criterion mark) | Very Good (75-84% of the criterion mark) | Excellent (85-100% of the criterion mark) |
| Structure and Organisation (10 Marks) | Poster not organized, topics make limited sense to the objective. | Some organization of the topics, strategies are unclear. | Organized poster, some topics are out of logical order, Strategies generally Clear. | Organized poster and coherent, topics are in logical sequence, includes clear Strategies. | Well organized Poster and coherent, topics are in logical sequence, includes clear Strategies. |
| The quality and completeness of response & message to the Marketing Concept (Segmentation, Target, Positioning, service offerings, market strategy) (40 Marks) | Lacks essential information on Digital marketing plan. | Includes most essential information on Digital marketing strategies, details are somewhat sketchy. | Presents the essential information on Digital marketing strategies, includes some supporting details | Presents the Digital marketing strategies includes details that support the poster. | Presents excellent Digital marketing strategies very thoroughly. |
| Visual design and appearance (20 Marks) | Text is very difficult to read, layout is cluttered, message not clear and confusing | Text is sometimes hard to read, sometimes graphics or special effects distract from understanding | Visually appealing, clean simple layout, text is easy to read, graphics enhance understanding of ideas | Text is sometimes hard to read, sometimes graphics or special effects distract from understanding | Visually attractive, text is easy to read, colours enhance readability, graphics and special effects do not distract from understanding ideas |
| Presentation and conviction (30 Marks) | Disinterested in topic. Distracts audience while other team members present. | Shows little interest in topic presented Raises audience understanding and knowledge of some points. | Shows mixed feelings about the topic being presented Raises audience understanding & knowledge of the subject area. | Shows enthusiastic feelings about topic Raises audience understanding & awareness of most points. | Demonstrates strong enthusiasm about topic during entire presentation Significantly increases audience understanding & knowledge of topic. |
Assessment 2: Case Study
| Due date: | Week 8 |
| Group/individual: | Group |
| Word count/Time provided: | 3000 words |
| Weighting: | 20% |
| Unit Learning Outcomes: | ULO 1, ULO 2, ULO 3, ULO 4 |
Assessment 2 Detail
This is a group assessment consisting maximum four members. Constructing a case study based on literature review on successful or failing marketing strategy and decisions. The students can consider following aspects in writing the case study.
- Detailed market scenario
- Competitive environment
- SWOT Analysis of the organisation
- Arguments for the marketing decision
- Marketing 7Ps strategies and implementation
- Outcome of the operation.
Assessments 2 Marking Criteria and Rubric
The assessment will be marked out of 100 and will be weighted 30% of the total unit mark. The marking criteria and rubric are shown on the following page.
Assessment 2 Marking Criteria and Rubric
| Marking Criteria | Not Satisfactory (0-49% of the criterion mark) | Satisfactory (50-64% of the criterion mark) | Good (65-74% of the criterion mark) | Very Good (75-84% of the criterion mark) | Excellent (85-100% of the criterion mark) |
| Situation analysis and competitive analysis (25 marks) | No/limited evidence of supplementary information included about the situation analysis and competitive scenario | Limited supplementary information included about the situation analysis and competitive scenario | Relatively good supplementary information included, and basic cross referenced to the case with appropriate situation analysis and competitive scenario | Most relevant supplementary information included and cross referenced to the case with appropriate situation analysis and competitive scenario | Outstanding, creative and Professional supplementary information included with appropriate situation analysis and competitive scenario |
| Marketing Strategies and justification (30 marks) | No/limited evidence of supplementary information included about the marketing strategies and no/limited justification | Limited supplementary information included about the marketing strategies and no/limited justification | Relatively good supplementary information included, and basic cross referenced to the case with appropriate justification of marketing strategies | Most relevant supplementary information included and cross referenced to the case with appropriate justification of marketing strategies | Outstanding, creative and Professional supplementary information included with appropriate justification of marketing strategies |
| Outcome of operation and justification of result (30 marks) | No/limited evidence of supplementary information included about outcome of operation and justification of result | Limited supplementary information included about outcome of operation and justification of result | Relatively good supplementary information included, and basic cross referenced to the case with appropriate outcome of operation and justification of result | Most relevant supplementary information included and cross referenced to the case with appropriate outcome of operation and justification of result | Outstanding, creative and Professional supplementary information included with appropriate outcome of operation and justification of result |
| Academic writing and real- life application (15 Marks) | No/limited evidence of supplementary information included, and very less cross referenced to the case with no citation and no evidence of following APIC referencing style | Limited supplementary information included, and basic cross referenced to the case with some citation and imperfect evidence of following APIC referencing style | Relatively good supplementary information included, and basic cross referenced to the case with appropriate citation and following APIC referencing style. | Most relevant supplementary information included and cross referenced to the case with appropriate citation and following APIC referencing style. | Outstanding, creative and Professional supplementary information included with appropriate citation and following APIC referencing style. |
Assessment 3: Strategic Marketing Plan
| Due date: | Week 10 |
| Group/individual: | Individual |
| Word count/Time provided: | 3000 words |
| Weighting: | 40% |
| Unit Learning Outcomes: | ULO 1, ULO 2, ULO 3, ULO 4 |
Assessment 3 Detail
This is an individual assessment. As marketing manager students required to construct marketing plan for any product or service for Australian Market. The major content of the plan is as follows.
- Professional summary
- Organisation profile
- Product/Service Profile
- Market scenario analysis
- Competitive analysis
- Market Research outcome
- Market Segmentation and Target Marketing
- Marketing 7Ps Strategies
- Expected outcome and justification
Assessments 3 Marking Criteria and Rubric
The assessment will be marked out of 100 and will be weighted 30% of the total unit mark. The marking criteria and rubric are shown on the following page.
Assessment 3 Marking Criteria and Rubric
| Marking Criteria | Not Satisfactory (0-49% of the criterion mark) | Satisfactory (50-64% of the criterion mark) | Good (65-74% of the criterion mark) | Very Good (75-84% of the criterion mark) | Excellent (85-100% of the criterion mark) |
| Organisation and product/service profile (10 marks) | No/limited evidence of supplementary information included about the Organisation and product / service profile | Limited supplementary information included about the organisation/service profile | Relatively good supplementary information included, and basic cross referenced to the plan with appropriate organisation /service profile | Most relevant supplementary information included and cross referenced to the plan with appropriate Organisation and product/service profile | Outstanding, creative and Professional supplementary information included with appropriate Organisation and product/service profile |
| Market & competitive analysis (20 marks) | No/limited evidence of supplementary information included about the situation analysis and competitive scenario | Limited supplementary information included about the situation analysis and competitive scenario | Relatively good supplementary information included, and basic cross referenced to the plan with appropriate situation analysis and competitive scenario | Most relevant supplementary information included and cross referenced to the plan with appropriate situation analysis and competitive scenario | Outstanding, creative and Professional supplementary information included with appropriate situation analysis and competitive scenario |
| Market segmentation and target marketing (30 marks) | No/limited evidence of supplementary information included about the Market segmentation and target marketing | Limited supplementary information included about the market and competitive analysis | Relatively good supplementary information included, and basic cross referenced to the plan with appropriate Market segmentation and target marketing | Most relevant supplementary information included and cross referenced to the plan with appropriate Market segmentation and target marketing | Outstanding, creative and Professional supplementary information included with appropriate Market segmentation and target marketing |
| Construction of Marketing strategies (30 marks) | No/limited evidence of supplementary information included about the marketing strategies and no/limited justification | Limited supplementary information included about the marketing strategies and no/limited justification | Relatively good supplementary information included, and basic cross referenced to the case with appropriate justification of marketing strategies | Most relevant supplementary information included and cross referenced to the case with appropriate justification of marketing strategies | Outstanding, creative and Professional supplementary information included with appropriate justification of marketing strategies |
| Academic writing and justification of expected outcomes (10%) | No/limited evidence of supplementary information included, and very less cross referenced to the plan with no citation and no evidence of following APIC referencing style | Limited supplementary information included, and basic cross referenced to the plan with some citation and imperfect evidence of following APIC referencing style | Relatively good supplementary information included, and basic cross referenced to the plan with appropriate citation and following APIC referencing style. | Most relevant supplementary information included and cross referenced to the plan with appropriate citation and following APIC referencing style. | Outstanding, creative and Professional supplementary information included and cross referenced to the plan with appropriate citation and following APIC referencing style. |
Assessment 4: Pitch Presentation
| Due date: | Week 11 and Week 12 |
| Group/individual: | Individual |
| Word count/Time provided: | 10 – 15 minutes (Equivalent to 1500 words) |
| Weighting: | 20% |
| Unit Learning Outcomes: | ULO 1, ULO 2 |
Assessment 3 Detail
This is presentation of the marketing plan, assessment 3. As marketing manager, the students required to present their marketing plan with explanations followed by question/answer session.
Assessments 3 Marking Criteria and Rubric
The assessment will be marked out of 100 and will be weighted 30% of the total unit mark. The marking criteria and rubric are shown on the following page.
Assessment 3 Marking Criteria and Rubric
| Marking Criteria | Not Satisfactory (0-49% of the criterion mark) | Satisfactory (50-64% of the criterion mark) | Good (65-74% of the criterion mark) | Very Good (75-84% of the criterion mark) | Excellent (85-100% of the criterion mark) |
| Visual Appeal Presentation slides, clarity, grammar, spelling and engaging. (20%) | Lack of evidence of written presentation skills (no visual appeal). The slides were difficult to read and too much information had been copied onto them. There are many errors in spelling, grammar and punctuation. | Evidence of basic skills of communicating in marketing environment. Minimal effort made to make slides appealing | Has given a factual and/or conceptual skill base in communication (writing) in marketing environment. There are some errors in spelling, grammar, and punctuation. In some slides, too much information on two or more slides. | Has very good skills in communicating (writing) a marketing plan Very good visual appeal without errors in spelling, grammar, and punctuation. | Has excellent skills in communicating (writing) in marketing environment There are no errors in spelling, grammar and punctuation. Information is clear and concise on each slide. Excellent visually appeal that is engaging. |
| Knowledge of the marketing plan (30%) | Lack of evidence of comprehensive knowledge in the topic. Majority of information irrelevant to the selected marketing plan. | Evidence of basic knowledge in the topic. Basic information about the project background and lack of evidence of comprehensive knowledge in the marketing plan components | Has given a factual and/or conceptual knowledge of the marketing plan | Reasonable knowledge of background of marketing plan and very good level of awareness of organisation status in market. | Extensive comprehension knowledge of topic showed complete understanding of the marketing plan. |
| Content of marketing plan (30%) | Lack of evidence of adequate understanding of the selected plan for the organisation. Not all the content addressed in the presentation. | Evidence of basic knowledge and skills of developing marketing plan. Presented only a few elements tasks. | Has given a factual and/or conceptual knowledge and skills based on the marketing plan and has addressed majority of elements of the . | Good knowledge and skills of developing marketing plan. Some minor items are missing from the report. | Has excellent skills in developing marketing plan. The presentation was a concise summary of the selected marketing plan for the organisation. Comprehensive and complete coverage of information from report. |
| Communication Skills (20%) | Lack of evidence of minimal communication skills such as body language and eye contact. Minimal eye contact and focusing on small part of audience. The presenter did not get the audience engaged. | Evidence of basic communication skills. Minimal body language was used by the presenters. Minimal evidence of engaging the audience. | Evidence of good oral communication skills. Some members spoke to majority of audience, steady eye contact. The audience was engaged by the presentation. | Most members spoke to majority of audience; very good body language, suitable volume speaking level, regular eye contact. The audience was engaged by the presentation. | Has excellent skills in oral communication. Excellent body language, speaking volume & regular eye contact. The audience was engaged, and presenters held the audience’s attention. |