ASSESSMENT 4 BRIEF

Subject Code and Title MKT101A - Marketing Fundamentals

Assessment Marketing Plan – Stage 4: Metrics Proposal and

Reflection

Individual/Group Individual

Length 750 words (+/- 10%) (or equivalent)

Learning Outcomes Addressed a) Describe the marketing concept

b) Outline and apply the elements of the marketing
process.
c) Identify and explain the macro and micro
environmental factors impacting the marketing of a
business or industry.
d) Demonstrate an ability to incorporate new trends to
solve marketing problems and apply communication
skills.
e) Describe key marketing metrics used to evaluate the
effectiveness of a marketing plan.
Submission By 11:55pm AEST/AEDT Sunday of Module 6.1

Weighting 20%

Total Marks 100 marks

Context
Congratulations! You are now in Stage 4 of your marketing planning process. Most of the
hard work has been completed and now it is time to provide a metrics section and a
reflection of what you have learned through this process.

Let’s recap a few achievements during this process. So far, you have:
• developed a situational analysis including various micro and macro environmental
factors that could affect your client and/or industry from a marketing perspective;
• identified different trends, target audiences and suitable marketing mix strategies,
which altogether will contribute to add value to the client and its offerings from a
marketing concept perspective.

In this final stage, you are required to identify and describe some evaluation and monitoring
tools/systems and respective metrics. These should include metrics that would be suitable
for your client to measure the success of your recommendations. By controlling and
MKT101A Assessment 4 Brief Page 1 of 6
evaluating marketing strategies, you can monitor if they are effective and you can adjust
your approach if they do not bear positive results for the business. Here are some elements
that could be closely monitored: sales growth, increase of brand awareness, number of
social media followers, improvement in customer satisfaction levels and brand loyalty, just
to name a few.

You are also required to write a critical reflection of the things you have learned through this
marketing planning process and how it has improved your understanding of marketing
overall.

Stage 1 (Assessment 1)
Situational Analysis

Stage 2 (Assessment 2)
Segmentation, Targeting & Positioning

Stage 3 (Assessment 3)
Marketing Mix

Stage 4 (Assessment 4)
Metrics Proposal and Reflection

Instructions- Stage 4
In Stage 4 of your marketing plan, the focus is on describing key marketing metrics that you
could use to evaluate the effectiveness of your marketing plan recommendations and
support your client’s current and future marketing decisions.

Make sure you use the same client from Stages 1, 2 & 3.

At this point, Stage 3, you must submit a word/text document which includes:

a) Cover page including:

i. Business name
ii. Student Identifier (name and number)
iii. Subject code and name

MKT101A Assessment 4 Brief Page 2 of 6

 b) Marketing Metrics: A description of at least three (3) monitoring &
controlling systems/tools and a description of the relevant marketing metrics
used for the system/tool. You should also explain why they are relevant tools
to evaluate your recommendation strategies.
c) Critical reflection on what you have learned about the marketing process
through the assessments.
d) References

Submission guidelines:
 The presentation recommended for this assessment is REPORT FORMAT.
 An executive summary is NOT required.
 Use suitable headings and subheadings for the information presented, and page
numbers should appear on each page of the document – ideally in either the
header or footer.
 The assessment should be submitted in a format that would be acceptable in the
business world. All assessments are to be submitted to Blackboard. All work must be
word-processed, spell-checked, grammatically acceptable, and professional in
appearance.
 The assessment submission should include the Similarity Report from Turnitin.
 Assessments should not be written from a 1st person context, but rather from the 3rd
person perspective. That is, “I, we, my, our” are not acceptable.
 All claims and recommendations are to be supported by suitable and relevant
marketing and/or theoretical principles and their relevant references.
 The report should include a correctly constructed Reference List and accompanying in-
text citations as per University guidelines (APA 6th ed. referencing style). Please see the
Academic Skills page on Blackboard for information on referencing in APA 6th ed.:
https://laureate-
au.blackboard.com/webapps/blackboard/content/listContent.jsp?course_id=_20163_1
&content_id=_2498847_1&mode=reset
 The use of any combination of narrative, point form, diagrams, graphs or charts
including presenting the information in table form is permitted – particularly if these
devices reduce the wordiness and increase the "readability" of the submission.

MKT101A Assessment 4 Brief Page 3 of 6

Learning Rubrics- Assessment 4: Marketing Plan- Stage 4: Metrics Proposal and Critical Reflection
Pass Credit Distinction High Distinction
Fail (Unacceptable)
Assessment Attributes (Functional) (Proficient) (Advanced) (Exceptional)
(0-49)
(50-64) (65-74) (75-84) (85-100)
Marketing Metrics Monitoring tools not Monitoring tools Good selection of Very good selection of Excellent selection of
identified. identified. monitoring tools monitoring tools relevant monitoring
Described key identified. identified. tools identified.
marketing Marketing metrics not Some marketing
metrics used to included and/or did metrics included Good marketing Very good marketing Excellent marketing
evaluate the not provide enough providing some metrics suggested metrics suggested metrics suggested
effectiveness of a metrics that would relevant metrics that providing good providing great providing a
marketing plan. support marketers and would support foundation to evaluate foundation to evaluate sophisticated
client to evaluate the marketers and client the effectiveness of the effectiveness of foundation to evaluate
effectiveness of to evaluate the performance. performance. the effectiveness of
40% performance. effectiveness of performance.
performance. Some Metrics are marketing Metrics are marketing
changes required. related and discussion related and relevant to Metrics are marketing
is supported by some the recommendations related and relevant
credible sources and provided and to the
references. supported by a wide recommendations
variety of credible provided with a
sources and sophisticated level of
references. discussion and
supported by a wide
variety of credible
sources and
references.

Critical Reflection Not able to develop Able to develop a Good coherent Very good, coherent Excellent reflection
a coherent coherent reflection reflection of reflection of of learning gained
Reflect on reflection of of learning gained learning gained learning gained through the
elements of the learning gained through the through the through the marketing process.

MKT101A Assessment 4 Brief Page 4 of 6

 marketing through the completing the completing the completing the
process. completing the marketing planning marketing planning marketing planning Sophisticated
marketing planning process. process. process. analysis of learning
Apply process. experience
communication Adequate critical
skills Critical reflection reflection skills. Good critical Very good critical Excellent critical
skills poor. reflection skills. reflection skills. reflection skills.

40%

Quality and accuracy Few credible and Limited quality and Good number of quality Wide variety of high Excellent engagement of
of referencing and research sources used. credible research sources and credible research quality and credible a wide variety of quality
communication skills used. sources used. research sources used. and credible research
Some mistakes with in- sources.
20% text citations and the Some mistakes with in- Limited mistakes with Very few mistakes with
reference list. text citations and the in-text citations and the in-text citations and the No mistakes with in-
reference list. reference list. reference list. text citations and the
reference list.
Information is difficult Information is not always Information is mostly Information is clear and
to understand for the clear and logical to clear and logical to logical to understand Information is logical
audience. understand for the understand for the for the audience and and persuasive.
audience and lacks clear audience. well supported by
No logical/clear structure. evidence. Relevant concepts and
structure and spelling A clear structure and theories applied.
and grammatical Some spelling and few spelling and Very minor spelling
errors throughout. grammatical errors grammatical errors and grammatical errors Very strongly supported
throughout. throughout. throughout. by evidence.
No headings,
subheadings, and Limited headings, Headings and Headings, subheadings Free of spelling and
other submission subheadings, and/or subheadings and other and other submission grammatical errors
guidelines not some submission assessment guidelines are throughout.

MKT101A Assessment 4 Brief Page 5 of 6

 followed. guidelines require requirements are consistent with
adjustments. consistent with submission guidelines. Headings, subheadings
submission guidelines. and other submission
guidelines are
consistent with
submission guidelines.

MKT101A Assessment 4 Brief Page 6 of 6