analyse the strategic marketing practices ofan Australian Company (Retail, Finance, Banking or Hospitality etc.)
Question
Assessment 2 Assessment Type:
Purpose:
Value:
Due Date: Submission:
Topic:
Task Details:
Research Project ? group assessment ? report and presentation Includes an individual component ? reflective report
To allow students to apply the subject theories and techniques t to solve real world Marketing issues. It also allows students to further develop their team working and professional communication skills. This assessment relates to Learning Outcomes a, b and c.
Group Report 30% Group Presentation 10% Total 40%
Written Group report Week 11 Thursday 1stOctober 2015 Group Presentations Weeks 9 & 10
Group Report – One copy per group to be uploaded to Turning and Moodle and hard copies submitted in class
Situational Analysis and Strategic Marketing Practice
1. Group task? Students will forms Groups of (3-4 students maximum)are required to identify and
analyse the strategic marketing practices ofan Australian Company (Retail, Finance, Banking or Hospitality etc.). Preferably a company which you are employed and or familiar with.2. The analysis need to consider current theory, critically analysing their appropriateness to the selected organisation, identify its target market segments, evaluate its current marketing mix strategies, analyse its marketing costs and returns?both financial and non-financial, ethical and stakeholder considerations.3. Research requirements? students need to support their analysis with support from aminimum of 10suitable, reliable, current and academically acceptable sources.4. Design a new marketing strategy and make appropriate recommendations.
Presentation:
Group Report 3000+ word report format ? Word .doc or .docx Title page, executive summary, table of contents, appropriate headings and sub- headings, recommendations, reference list Presentation? oral presentation ? all group members must participate ? presentation should include appropriate visual aids.
Assessment Criteria
Executive Summary 5 Introduction 5 Analysis Segmentation, target Market and positioning 30
Critical evaluations of the 4P’s 30 Stakeholder analysis 5 Report structure, presentations, writing style, reference lists 5 Recommendation 10 Support with theory (include at least 10 academic references) 10
Group Report marks will be scaled out of 30
BUS705 STRATEGIC MARKETING MANAGEMENT T215 AB 20 JULY 2015 *AUSTRALIAN INSTITUTE OF BUSINESS AND MANAGEMENT PTY LTDABN: 72 132 629 979
Page 8 of 11 CRICOS 03171A
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