Marketing Principles Assignment 1 Swinburne University

This is a marketing principle sample assessment for oversea student who wants to improve writing skills. Examine the core marketing terms, evolution of the marketing concept and determine the need for ethical marketing practices.  Determine the importance of planning as part of the marketing process.  Analyse the environmental factors that impact an organisation.  Analyse the key principles and practices relating to market research

MKT10008 - Marketing Principles

Assessment Task 1 - Marketing Report – 30% (Individual)

Learning Outcomes:

This assessment reflects Unit Learning Outcomes 1, 2, 3 and 4 Students who successfully complete this task should be able to:

 Examine the core marketing terms, evolution of the marketing concept and determine the need for ethical marketing practices

 Determine the importance of planning as part of the marketing process

 Analyse the environmental factors that impact an organisation

 Analyse the key principles and practices relating to market research

Assessment Task Overview:

You are asked to conduct an Industry Analysis for a specific industry in Australia Please select one

industry from the four industries listed below:

 Snack Food Manufacturing

 Sunscreen and other Skincare Products Manufacturing

 Supermarkets

 Beer Manufacturing

There is also a report template available on BlackBoard which you must use when writing the report.

The report will be marked on BlackBoard (via Turnitin)

It is highly recommended that you make yourself familiar with both the report requirements and the marking guide (below).

Due: Week 6 (The report is due on Friday 28th July; see the Unit Outline)

Worth: 30% Total

Details of the Report (see also the Marking Guide below):

Introduction

Explain who ‘authorised’ (requested) the report, its purpose and the areas to be examined, and the general methodology that will be used (eg sources)

Suggested words: 100

Part A: Industry Analysis

First, give a brief introduction as to what will be covered in this section Then you will need to research and evaluate the relevant industry Then do the following sections in detail:

 Brief Introduction to Industry Analysis (see above)

Suggested words: 50

 Market Definition –Define and describe the market Your definition should come from the

relevant IBIS report

Suggested words: 80

 Market Background and History- Provide an overview of the main factors that have impacted

upon this industry Include a history of the industry in Australia and important events that have shaped the industry Extensive research from a range of sources is required

Suggested words: 280

 Market Size – describe the size of the industry (in terms of sales/ revenue) for the most recent

year available This information is available from the relevant IBIS report Attach a table or graph

as part of your answer

Suggested words: 80 plus table or chart

 Market Growth – describe the sales/revenue trend in the market for the past 5-10 years, and

also include the projected growth for the future Your discussion should include: a written

discussion of the trend (eg reasons for this growth / decline, detailed explanation); a table with at least five years of data; and a graph which you have prepared Marks are awarded for the correct figures provided, your interpretation of the trend, and the table and graph Base information can

be obtained from the relevant IBIS report

Suggested words: 120 plus table and graph

 Key Competitors – List and describe any two key competitors operating within the market Your

discussion needs to include at least a two paragraph discussion for each competitor Identify the competitors, their product offering and a general description of their operations It is not sufficient

to directly copy the information from IBIS You are expected to synthesise the information from several sources and put in your own words

Suggested words: 300

Part B: Environmental Analysis

Critically evaluate and discuss one (1) environmental factor that has impacted this industry from 1st

January 2015 to date Describe an environmental factor that is currently affecting your Australian industry

or companies in this industry or likely to affect it in the near future

You will need to provide evidence (in the Appendix/ces) that support your discussion This

evidence will be a download of one (or more) actual newspaper or journal articles that can be

sourced from one of the databases available through the Swinburne library Examples of these datadases include ANZ Reference Centre (within Ebscohost), Factiva, Proquest, Business Source Complete, etc Your teacher will run through access details to these databases within a Lab session Please remember

to correctly acknowledge sources of information for each article included

The environmental factor can be either a micro and macro environmental factor

Suggested words: 270

Conclusion

Summarise all the key findings from the report Note that NO ‘recommendations’ (suggestions for action

by those in the industry or a particular company) are to be given, only a conclusion

Suggested words: 120

GENERAL NOTES:

Research:

To complete this task successfully, students need to engage in extensive research

Sources such as IBIS reports, newspaper/journal databases, websites, industry magazines and

newspaper and journal articles will be relevant to gather information

List of References:

You must provide a ‘Reference List’ (but not a bibliography, which is similar), and this must be done according to the Harvard Style Guides See Swinburne Library’s site

You MUST have a minimum of five references which include databases and newspapers If you have not

referenced your information correctly, your overall grade will be affected for this assessment

In-text referencing:

All references referred to in the List of References, as well as charts, diagrams, photos, etc, must have an

‘in-text reference’ These must be in the relevant place (next to the information item) in the report body

This document MUST follow the structure of a formal report Students have been provided with a Report

Template which is available on BlackBoard and this shows how to correctly lay out the report

(You can also refer the Communications Skills Handbook by Summers and Smith for additional

information on how to correctly write a Business Report)

Grammar and spelling:

It is expected that the report will be prepared and presented in a professional manner Grammar and spelling will be assessed in this report

Some major areas of interest when marking are whether:

 the prose is broken down into enough paragraph breaks (typical paragraphs usually being

between four and 10 lines)

 consistent font sizes and types have been used throughout and

 only the third person is used (ie no 1st or 2nd person, such as I, we, our, you, your)

Submission:

A copy of the report MUST be uploaded on “Blackboard” by the due date & time specified by the

convenor If this Turnitin copy (from Blackboard) is not uploaded by the due date a 10% penalty per day may be applicable

Assessment Task 1 - Marketing Report Marking Guide (Note: this will actually be marked on BlackBoard)

Criteria Weight Unsatisf’y /

Not Done (0% of Mark)

Poor (25%

of Mark)

Fair / Good (50% of Mark)

Very Good (75% of Mark)

Excellent (100% of Mark)

Introduction 2.5 Very brief or

section not included

Some attempt at

a summary

of the report’s major purpose and key content of the report

A good summary

of the report’s major purpose and key content within the report

A very good summary of the report’s major purpose, the benefits and analytical processes and the findings

Concise and succinctly provides the main points to be covered in the report

Industry

analysis:

Brief

Introduction

Market

Definition

Market

background

Market size

Market

growth

Key

Competitors

15 –

broken down to:

Brief Intro:

-0

Market

Defin’n 1.5

Backgr’d /

History 4 Mkt Size 2

Mkt Growth

3

Key Compet’s

4.5

A minimal attempt

Extremely limited discussion of the market background, size and growth

Superficial analysis of competitors

Little sign of analysis Section not included

Industry discussion highlighted

a few points in the Industry time line

Basic discussion

of the market background , market size, growth and Major competitors

Information supported

by information sources

Industry discussio

n included history and several important points in the Industry time line

Accurate figures &

descript’n included for market size and growth A clear discuss’n about compet’rs provided

Inform’n supported

by good quality

Industry discussion included history, many important points in the Industry time line were described Accurate description and analysis provided for market size and growth A very good analysis of the Major competitors

Information supported

by good

Industry and market are very clearly explained Excellent discussion

of the major events that shaped the industry and its evolution Market size/growth and key competitors very well described Well researched

& suppor-ted with in-text refer’s Excellent evaluation

factor down to:

Environ’al Factor Discussion

4

Relevant Article/s Attached

1

was only partly descriptive and theoretical

Minimal research has been undertaken

Section not included

Newspaper/

Journal articles not included in the

Appendices

es a fair understandi

ng of how

an environmen tal factor impacted the industry

Information supported

by reasonable sources Some Newspaper / Journal articles included in the

Appendices

attempt at discuss’n and evaluating one environ’l factor influen’ing industry

Demonstr ates good u’standing

of how the factors impacted the industry

Informat’n supported

by good sources Some Newspap er/Journal articles included

in the Appendic es

good attempt at discussion and evaluating one environmen tal factor influencing the

industry

Demonstrat

es a very good understandi

ng of how the factor impacted the industry

Information supported

by good sources Newspaper /Journal articles included in the

Appendices

demonstrat

es in-depth knowledge, study, exploration and synthesis

of information for the factor

Well researched and supported Cited evidence Newspaper / Journal articles included in the

Appendices

Conclusion 2.5 Introduces

new information

Weak conclusion

Section not included

A poor-fair attempt to summarise the main points/findi ngs of the report

A good attempt to summaris

e the main points/find ings of the report

Satisfacto

ry finishing argument

to the report

A very good attempt to summarise the main points/findi ngs of the report A good finishing argument

to the report

Section summarise

s the main points/findi ngs effectively Does not introduce new information Strong finish to the document

Research &

Referencing,

Grammar,

Report layout

5 V insufficient

references used and/or sources not reference

Insufficient references used (3-4) acad’c/ind’y sources)

Sufficient reference

s used (3-5) academic/

Sufficient references used (3-5) academic/i ndustry

Excellent range of sources used both industry

adequately

Sources are not credible

Over use of quotes

Incorrect referencing style

Casual/

informal/pers onal

language used Report written in the first person

Reference list not included Over the word limit Numerous grammatical and spelling errors

Some attempt to paraphrase and use in-text referencing

Reference List included many inaccurac’s Does not follow the Harvard approach

Several spelling/

grammatic’l errors Not Within word limit

industry sources)

Mostly well paraphras

ed and citied

Referenc

e list included with an attempt evident to follow the Harvard Style Guide A few inaccuraci

es in the Referenc

e List

Good sentence structure with only

a few spelling/

grammar errors

Within word limit

sources)

Well paraphrase

d and citied

Good referencing style throughout the report

Reference List included with most References correctly listed according

to the Harvard Style G’de

Vocab’y &

sentence construct’n nearing a profession’l document standard

Grammar &

spelling a

v good standard

and theory (more than 5) Sources consistently referenced

to support discussion Reference list

correctly presented

of all the sources Excellent reference style throughout the report using the Harvard approach Vocabulary and sentence construct’n

at a profession’l document standard