BUMKT5902 Marketing Management
Assessment 1 – Individual Situation Analysis
Overview of the Assignment
Due date:
Value: 30%
Length: 1500 words
You are required to demonstrate your understanding of marketing theory as we have covered in activities and material in class. This assessment relates to the content we cover in Topics 1-5, use these lectures and resources as a guide to what you need to consider in your assessment. You will perform better in the assignment if you are able to integrate marketing theory into your analysis and use academic theory to develop a balanced critique of the marketing environments.
Your scenario for Assessment 1: You are a marketing consultant for a fictional company of your choice (see the Moodle shell to decide which case study you will commit to using for all assessments in this course).
You are required to prepare a 1500 word situation analysis for the company – consisting of an environmental scan and marketing insights – in report format written to academic conventions and of professional quality.
You will need to research the macro-environment relevant to the company, and because it is a fictional company, you can elaborate on some of the micro environmental factors where relevant – you will refer back to these details in Assessment 2 and 3.
You should consult a mixture of key academic journal articles as well as contemporary industry sources to complete your analysis of the macro and micro environments.
Drawing on your research, you will include prominent issues in a SWOT analysis, and highlight important points from the SWOT in a short summary that provides your client with key details to help inform their decision making for the next steps in their marketing management.
In addition to the rigorous research you will carry out and write up, you are also required to develop an infographic which provides a visual summary of the key findings from your research. There are further resources to help you approach this aspect in the Moodle shell. Include the infographic as an appendix to your report.
Remember, in this assessment you are writing for a ‘client’, so you should also focus attention on writing a professional quality one-page Executive Summary – resources to help to with this are also available in the Moodle shell.
As a guide, you should include a minimum of 8 relevant academic journal articles and 2-3 contemporary reputable industry sources.
Report Structure – Use the following structure to organise your report:
Title page
Executive Summary
Table of Contents
1.0 Introduction
2.0 Scope of Report – background to company and purpose of report
- Environmental marketing analysis
- Include relevant subheadings
4.0 SWOT Analysis
5.0 Conclusion References
Assessment 1 – Individual Situational Analysis – Rubric – Out of 30 marks
| Criteria | Marks | F (0-49) | P (50-59) | C (60-69) | D (70-79) | HD (80+) |
| Executive Summary (ES) | 3 | The ES has not been included, or is not of sufficient detail to provide the reader a clear insight into what the report will cover or key findings/implications, or the ES includes generic or irrelevant information and does not not cover the critical elements of the situation analysis. | The ES communicates very few of the critical elements of the marketing report so that it reads as a stand- alone document. There may be an emphasis on background information and some findings, with limited attempt to outline implications for the client company. The length of the ES may not be adequate. | The ES communicates some of the critical elements of the marketing report so that it reads as a stand-alone document. Background information and an overview of findings is provided and some attempts to articulate the implications of these for the client company. The length of the ES is suitable, but could be more detailed, or the executive summay is too long (over 1 page). | The ES communicates most of the critical elements of the marketing report so that it reads as a stand- alone document. There is a comprehensive background provided, a summary of main findings in the report and implications of some of these findings are articulated for the client company. The length of the ES is adequate. | The ES clearly communicates the critical elements of the marketing report and reads as a stand- alone document with a succinct and comprehensive background, concise coverage of findings and key implications of these findings are clearly outlined for the client company. The length of the ES is sufficient (1 page max). |
| Analysis of marketing environments | 8 | Relevant marketing environments have either not been discussed or not discussed in an adequate amount of detail. Little evidence of integration of marketing theory and practical information. | Various marketing environments have been identified and described only, with little discussion evidenced. Environments included may not all be relevant or not discussed critically. Limited evidence of integration of marketing theory and practical information. | Various marketing environments were relevant and discussed in some detail, some attempt at critical analysis. Some attempts to integrate marketing theory and practical information. | All relevant marketing environments included and clear attempts to developed critical discussion with an adequate amount of detail. Regular attempts to integrate marketing theory and practical information throughout. | All relevant marketing environments included and discussed in a good amount of detail. Well-developed critique and sophisticated integration of marketing theory and practical information throughout. |
| SWOT Analysis and Summary (A&S) | 4 | SWOT A&S has either not been provided, is lacking in detail or includes irrelevant information. | SWOT A&S has been attempted, with some, not all relevant components identified. A lack of detail or critique provided. | SWOT A&S draws on the environmental analysis and includes at least the most relevant issues. Components are discussed in some detail. An attempt made to identify issues moving forward. | SWOT A&S draws on the environmental analysis and includes, critiques all relevant components. Balanced discussion of issues to be considered moving forward. | SWOT A&S draws on the environmental analysis and includes comprehensive critique of all relevant components justified through reference to academic and industry sources, and competently critiques key issues to be considered moving forward. |
| Criteria | Marks | F (0-49) | P (50-59) | C (60-69) | D (70-79) | HD (80+) |
| Infographic – | 4 | Limited selection and | Selection and editing | Selection and editing | Selection and editing of | Selection and editing of |
| selection and | editing of information for | information relevant for | information somewhat | information mostly relevant | information highly relevant | |
| editing of | intended audience (i.e. | intended audience in | relevant for intended | for intended audience. | for intended audience. | |
| information | client company) in | parts. Written content | audience. Written content | Written content concise and | Written content concise, | |
| inforgraphic. Some written | provides adequate | provides comprehensive | mostly purposeful. Shows | sharp, purposeful and clearly | ||
| content not relevant. Many | summary of research. | summary of research. | potential to be effective in | effective in the poster format. | ||
| errors. | Further consideration | Some potential to be | the infographic format. | No or few errors. | ||
| required for | effective in the infographic | Mostly without errors | ||||
| communication through | format. Some errors. | |||||
| infographic. Many errors. | ||||||
| Infographic – | 4 | Little or no level of ability to | Adequate ability to use | Good ability to use visual | High level ability to use | Sophisticated use of visual |
| visual | utilise visual | visual communication | communication tools in | visual communication tools | communication tools to | |
| communication | communication tools to | tools in attempt to | attempt to persuade and/or | to persuade and influence | effectively persuade and | |
| skills and | persuade or influence the | persuade and/or influence | influence the audience. | the audience. Infographic | influence the audience. | |
| techniques | audience. Limited | the audience. Infographic | Infographic as a whole is | as a whole is visually | Infographic as a whole is | |
| consideration of infographic | as a whole is somewhat | mostly visually pleasing. | pleasing, with most | visually pleasing, with | ||
| as a whole, or technical | visually pleasing. Some | Many technical | technical components (e.g. | technical components (e.g. | ||
| components working | technical components | components (e.g. text | text boxing, fonts, | text boxing, fonts, headings, | ||
| together | (e.g. text boxing, fonts, | boxing, fonts, headings, | headings, colours, images, | colours, images, etc) are | ||
| headings, colours, | colours, images, etc) | etc) presented with the | presented impactfully. | |||
| images, etc) presented | presented with the potential | potential for impact. | ||||
| with potential for impact. | for impact. | |||||
| Overall | 3 | The report lacks required | The report structure and | The report structure and | The report structure and | The report structure and |
| presentation of | structure and/or is of a very | formatting is inconsistent. | formatting meet minimum | formatting follow guidelines | formatting follow guidelines | |
| report | low standard. | Word limit has not been | standards will all sections | and are consistently | and present a professional | |
| It also falls substantially | adhered to. | evident. | applied throughout the | impression to the reader. | ||
| beyond the word limit. | Some instances of | Grammar and spelling | report. | Grammar and spelling is | ||
| Incorrect grammar and | incorrect grammar and | mostly correct throughout. | Grammar and spelling | correct throughout, with a | ||
| spelling mistakes appear | spelling mistakes in parts | correct throughout. | high sophistication to the | |||
| constantly throughout the | of the report. | look at feel of the report. | ||||
| assignment. | it. | |||||
| Referencing | 4 | Fails to utilise and | Citations are current, | Utilises current and credible | References include many | Appropriately utilises and |
| reference an adequate | appropriate and from | sources which at times | relevant and credible | correctly references (in-text | ||
| amount of supporting | credible sources, but | appropriately support the | sources which are mostly | and reference list) current, | ||
| literature. Literature utilised | more would have been | student’s argument. More | utilised appropriately to | relevant and credible | ||
| is not necessarily | beneficial. Some issues | resources could have been | support the student’s | sources. Evidently well | ||
| appropriate in supporting | with in-text citation and | used in parts of the report | arguments/points. | researched. | ||
| the student’s argument; | presentation of reference | and/or there are some | Referencing style in text | |||
| issues with in-text citations | list. | issues with in-text citations. | and the reference list not | |||
| and reference list. | always correct. | |||||
| Total out of | 30 |