MCD2050: Marketing 1

Trimester 3, 2014
Assessment 1: Minor Assignment: Business Report Plan
Status: Individual task
Weighting: 5%
Word limit: 1000 words (+/- 10%)
Due date: Wednesday Week 5 by7pm
_____________________________________________________________________
Objective
The objective of this assignment is to conduct an early analysis, identify and evaluate all the
marketing factors and develop a DETAILED PLAN with key facts, data and marketing points
under relevant headings in preparation and assisting with the major assignment. You are required
to conduct research, read widely and draw information from current affairs, and from the relevant
sections of the material covered in lectures and tutorials.
Role and task
You have recently gained a position as a junior marketing executive in the organization on which
your MAJOR ASSIGNMENT is based and your boss (the marketing manager) has asked you to
review the appropriateness of one of your current products for a target segment. The minorassignment will form part of your final submission for your major assignment. As such you are
required to cover some or all of the following areas in the minor assignment.
Mark allocation
Significant marks are allocated for evidence of research and analysis of the data and
information obtained from this research. The aim of this minor assignment is to
demonstrate that you are able to research data and then apply this to your organisation, its
markets, customers and products.
Scenarios

Published Magazines e.g. Australian Womens

Weekly, The Economist
Bakeries e.g. Breadtop, Bakers Delight
Private Hospitals e.g. Cabrini

Those who use other scenarios will receive a mark of zero.

Presentation
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The minor assignment should be presented as part of a business report (i.e. outline numbered
headings, page numbers, etc). Please refer Q manual for format and APA referencing style.

Minor Assignment:
An individual Business report plan - 5% - 1000 words
(Industry, Company, Competitors, Customers, Environment, STP, Market Research)
This plan should include research, specific information and marketing application.

Identify and describe the relevant and key background information of the industry in
which your company [organisation] operates. Including the size of the industry, growth or
decline of the industry and future projections.

List the relevant micro and macro environmental factors and observe any changes and
developments and describe their [micro and macro factors] impact on the industry,
market and business.

Identification of the key competitors.

List the relevant bases [variables] for segmentation of the market. Apply the market
targeting process [STPD process]. Show possible market segments and profiles that
emerge based on segmentation. Key consumer profiles should be briefly described.

Explain / describe the market coverage strategy, positioning [including a positioning

map] and differentiation

Identification and description of the target segment(s) (customers) including their needs
and wants.

You are required to demonstrate that you can write in an effective manner, that you understand
basic marketing concepts and that you have the ability to appropriately apply theory to practice.
To demonstrate your ability to apply theory to practice you must illustrate your answer with
relevant research and data that is applicable to your organisation.
Word limit and format
Each assignment should be written in a format that allows easy inclusion in a business report
plan. The Minor assignment should contain a minimum of five (5) references (at least two (2)
from recognised academic journals). Word limit 1000 words +/- 10%.

Suggested layout and format

This assignment should follow accepted practice for a business report. All assignments are to be
word-processed. They should meet generally accepted criteria for good business practice as well
as academic standards. As a guide the following standard should be met.

One and a half or double spacing is required. Minimum font size 10 pt

Pages should be numbered and stapled together (top left corner)

Do not place pages in separate plastic sheets

A reference list must be attached to your work

A cover page, title page, contents page, executive summary and introduction are
required
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Refer to Q Manual for referencing using APA style and format.

Monash College cover sheet must be stapled to the front of the assignment

Report Writing Guide Minor Assignment

The format/layout of the report is to follow the business report writing guidelines. The Minor
assignment marking guide will assist you in ensuring that all elements required are covered.
Information sources for your Assignment

Library data bases - ProQuest, Emerald, Expanded Academic ASAP, Science Direct, Factiva,
Australian Bureau of Statistics, IBIS World go on a library tour and learn about these.
Business periodicals Marketing and E-business, Australian Professional Marketer, Business
Review Weekly, Australian Financial Review.
Newspapers The Age, The Australian
Websites of the organisation and competing organisations.
Newsagents (big ones and then wander along the magazine racks to see if there are any
industry related magazines)
Industry associations and their publications

Submission method for Minor Assignment

1.

Each minor-assignment must be submitted in hard copy in the week 5 tutorial. (offshore
only)

2.

Melbourne (Clayton campus) submitted electronically Wednesday week 5 by 7pm.

Assignment Cover Sheets: Minor Assignment

3.

Work submitted for assessment must be accompanied by a completed copy of the Monash
College Assignment Cover Sheet which has been signed by the student. NO assignment
will be accepted or marked if it is not accompanied fully completed and signed MONASH
College Assignment Cover Sheet.

4.

If the assignment is submitted with an incomplete or unsigned Monash College Assignment

Cover Sheet will be deemed as late and incur late penalties until the cover sheet is filled in
correctly.

5.

A marking criteria sheet for each assignment is available. This must be attached to your
assignment after the Monash College Assignment Cover Sheet

Applications for extension of time: Minor Assignment

Submissions for an extension of time for the completion of minor assignment will only be
considered in extreme and unusual circumstances. Applications must be presented in writing
and approved by your Team Leader. The Team Leader reserves the right to deny an extension.
Extensions will not be granted on the day of assignment submission. Extensions cannot be
granted by your lecturer or tutor it can only be granted by the Team Leader.

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Students should back-up their work on both a hard drive and floppy disk to ensure issues of disk
corruption and loss of work are minimised.

Grades available: Minor Assignment

The criteria sheet will be filled in by your tutor at the time of grading. This sheet provides a guide
to the important areas to be considered within the specific assignments. The most critical task is
to answer the question in a manner that demonstrates analysis and a clear and logical argument.
Section 1 of the criteria sheet is where the weighting of the grade is allocated first and foremost
you must answer the question.
Grades are awarded in the range of N (fail) to HD. Please refer to Major Assignment marking
guide for guidance on the broad requirements students must meet to achieve specific grades. Your
final grade is achieved by meeting these requirements and those detailed on the criteria sheet.
Return of Assignment
Completed minor assignment will be returned to students two weeks following the submission.
Assignment will not be returned to friends or fellow students they must be collected personally.

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MCD2050; Marketing 1
Assessment 1: Minor Assignment: Business Report
Marking guide
_____________________________________________________________________
CRITERIA
Content
Identification and description of
industry, micro & macro
environment and competition ,
trends, impact , size, key issues and
other relevant information obtained
Segmentation - Identification of
the relevant bases for segmentation,
existing and potential customer
segments and their description
Targeting - Description of market
coverage strategies used
Positioning Positioning map and
differentiation justification
Detailed description of the target
segment/s and their defining
characteristics and analysis of the
needs and wants.
Cognitive skills
Ability to judiciously apply
marketing theory, concepts and
models and their application within
the assignment

Very
Poor
60%

Poor Average

Good

Very
Good

Comments

20%

Ability to use appropriate sources

of information
Structure and style

20%

Literacy standard including

spelling, grammar and syntax
Follows required formatting
Appropriate and adequate
referencing and technical accuracy
Evidence of wider reading

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MCD2050: Marketing 1
Trimester 3, 2014
Assessment 2: Major Assignment: Business Report
Status: Individual task
Weighting: 15%
Word limit: 2000 words (+/- 10%)
Due date & Time: Monday Week 9 by 7pm
_____________________________________________________________________
Scenarios
Your assignment detailed below is based on specific context in which marketing occurs. In week
1-2 tutorial you will be assigned a context and you will use the same context all trimester. The
organisation you choose must be based in the country in which you study.
You cannot use a scenario for your assignment other than the ones listed below. Those who
use scenarios other than those detailed below will be automatically marked as a zero.
Significant marks are allocated for evidence of research and analysis of the data and
information obtained from this research. Part of the aim of this assignment is to
demonstrate that you are able to research data and then apply this to your organisation, its
markets, customers and products.

Major Assignment: Business Report

This is an individual business report 15% - 2000 words
You have recently gained a position as a junior marketing assistant in an organization that
operates in the sector on which your scenario is based and your boss (the marketing manager) has
asked you to review the appropriateness of one of your current products for a target segment.
You are required to cover the following areas:

A description of the industry, micro and macro environment , market and product
category to which the product belongs, including a detailed evaluation of the major
competitors,

A detailed description of the specific product with reference to the type of product, the
three levels of the product, branding strategies, packaging and labelling,

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A detailed description of the target segment including their defining characteristics and
the ways in which it influences buyer behavior and their needs and wants in relation to
this product category,

The degree to which you believe their needs and wants are being met by the current
product offering / marketing mix, and

A recommendation as to what adjustments (if any) you believe should be made to the
current product offering / marketing mix

You are required to demonstrate that you can write in an effective manner, that you understand
basic marketing concepts and that you have the ability to appropriately apply theory to practice.
To demonstrate your ability to apply theory to practice you must illustrate your answer with a
specific product and specific target segment that is available in the country in which you are
studying from one of the following scenarios.
Scenarios Trimester 3 -2014
Published Magazines
Bakeries
Private Hospitals
Suggested word limit and format
This assignment is to be written in business report format and should be a maximum of 2,000
words in length, excluding executive summary, cover and title pages, table of contents, and
references. Times New Roman, 12 point, 1.5 line spacing, and standard page margins. APA (in
text) referencing system. Minimum 10 references (at least five from recognised academic
journals).
Report Writing Guide Major Assignment
The format/layout of the report is to follow the business report writing guidelines. The Major
Assignment check list will assist you in ensuring that all elements required are covered.
The Q manual should be consulted to ensure that the major assignment is correctly written and
formatted. This purchased at the book-shop, accessed in the library or at
http://www.buseco.monash.edu.au/publications/qmanual/
Submission date & time: Major Assignment: Week 9 Monday 7pm
Assignment Cover Sheets: Major Assignment
1. Work submitted for assessment must be accompanied by a completed copy of the
Monash College Cover Sheet which has been signed by the student. NO assignment will
be accepted or marked if it is not accompanied fully completed and signed Monash
College Assignment Cover Sheet.
If the assignment is submitted with an incomplete or unsigned Monash College
Assignment Cover Sheet will be deemed as late and incur late penalties until the cover
sheet is filled in correctly.
2. A marking criteria sheet for each assignment is available. This must be attached to your
assignment after the Monash College Assignment Cover Sheet.

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Applications for extension of time: Major Assignment

Submissions for an extension of time for the completion of assignments must be presented in
writing and approved by the Team Leader. A copy of the special consideration form is available
on:
http://www.monash.edu/monashcollege/australia/currentstudents/forms/specialconsideration.pdf
Extensions will only be granted with current and legitimate proof current medical certificate,
counselors certificate or other appropriate documented evidence. The Team Leader reserves the
right to deny an extension if proof of incapacitation is not sufficient. Extensions will not be
granted on the day of assignment submission. Extensions cannot be granted by your tutor
only by Team Leader.
Students should back-up their work on both a hard drive and floppy disk to ensure issues of disk
corruption and loss of work are minimised. Extensions will not be granted for loss of work, disk
corruption, or printer problems.
On completion of an assignment granted an extension, you must hand in your assignment in
person to the Unit Leader on the pre-agreed date with a copy of the Special Consideration form
attached.
Penalties for late lodgment: Major Assignment
Assignments are to be submitted by 9.00am on the day of submission. 9.01pm is considered late.
An assignment that is assessed to have arrived after 9.01pm will incur a penalty of 10% of the
assignment grade. An additional 10% penalty will apply for every 24 hour period following the
set submission time.
Grades available: Major Assignment
The criteria sheet will be filled in by your tutor at the time of grading. This sheet provides a guide
to the important areas to be considered within the specific assignments. The most critical task is
to answer the question in a manner that demonstrates analysis and a clear and logical argument.
Section 1 of the criteria sheet is where the weighting of the grade is allocated first and foremost
you must answer the question.
Grades are awarded in the range of N (fail) to HD. Please refer to the inside back cover of this
unit guide for details of the broad requirements students must meet to achieve specific grades.
Your final grade is achieved by meeting these requirements and those detailed on the criteria
sheet.
Return of Assignment
The Major Assignment is to be returned by tutorial week 12. Assignments will not be returned to
friends or fellow students they must be collected personally.

Monash College

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MCD2050; Marketing 1
Assessment 2: Major Assignment: Business Report
Marking guide
_____________________________________________________________________

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CRITERIA
Content (50%)
Description of the industry ,micro and
macro environment, market
and product category
Identification and evaluation of major
competitors
Description of the specific offer with
reference to, the type of offer, the three
levels of the offer, the brand, packaging
and labeling
Description of the target segment
including their defining characteristics
and their needs and wants in relation to
this product category
Analysis of the current offer in relation
to the needs and wants of the target
market
Recommendations for adjustment
Cognitive skills (30%)
Ability to judiciously apply marketing
theory, concepts and models within the
assignment

Very
Poor

Poor

Average

Good

Very
Good

Comments

10

5
10

10

10

10

Ability to source appropriate sources of

information

10

Critical analysis of information with

relevance to the topic area / model

10

Structure and Style (20%) 15% to be allocated to the other sections

Literacy standard
Develops clear argument and direction
Follows suggested formatting including
executive summary & introduction
Referencing correctly, technical accuracy

Appropriate and
adequate use of
references Please
note that using
fewer than 5
references from
recognised
academic sources
will prevent a
student from
receiving a mark
higher than a Pass!
Evidence of wider
reading
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 Monash College

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