MACQUARIE UNIVERSITY INTERNATIONAL COLLEGE ASSESSMENT WMKT101 MARKETING FUNDAMENTALS ASSESSMENT DETAILS Unit Name: Assessment Task: Total # Pages: Due: Marketing Fundamentals Assignment Marketing Portfolio Total Marks: 3 100 marks 5pm Monday, Week 5 Unit Code: Term & Year: Weighting: WMKT101 Term 4, 2018 30% NATURE OF THE TASK This is an individual assessment task. INSTRUCTIONS Students are required to collect a portfolio of evidence from the world around them that represents marketing objectives, strategies and tactics. Students will then be required to write a 300 word critique on each of 6 topics, given below, (total 1,800 words): Your task is to collect a total of 7 different examples relating to the specific topics, listed below, that illustrate and provide evidence of ‘marketing in action.’ Your examples must be current (from 2016, 2017, and 2018) and should come from sources such as newspapers, magazines, websites, social media (e.g. consumer blogs), personal experience, etc. If you are not sure if the source of the evidence/ example is appropriate, please ask your teacher. You need to find one example from each of the following topics/concepts. Please note that the last topic/concept requires 2 examples: 1. Market Research and its use in a marketing plan. This means sourcing an example that demonstrates the use of market/marketing research to determine marketing objectives, strategies or tactics. 2. Who are the competition for your favourite product? This means sourcing an example that demonstrates the impact competition (an external factor) has on your favourite product and thus influences marketing objectives and strategies. 3. PESTL and how this affects the introduction of a new product or service. This means sourcing an example of a new product or service first, and then explaining how each factor in PESTL affects entry into the market. 4. SWOT analysis and its use in the marketing plan. This means sourcing an example that demonstrates how SWOT is used by a company to guide decisions related to the marketing mix or other elements of the marketing plan. 5. Segmentation, targeting and positioning in marketing (STP): Current trends in the industry of your choice. This means first choosing an industry that you are familiar with or interested in. Source an example that describes a current trend in that industry. Explain how STP could be used to take advantage of the trend. 6. New product/services launches or brand management: A success and failure. This means sourcing 1 example of a new product/service success and 1 example of a new product/service failure; OR 1 example of successful management of a brand and 1 example of failed management of a brand. Whichever option chosen, you need to consider how internal and external factors may have impacted the success or failure. 1 HOW TO PRESENT YOUR ASSIGNMENT A copy of the marking criteria rubric for this assessment will be placed in iLearn under the Assessment Section. You must write a 300 word critique for each topic. Each critique should include: • The topic (from above) should be stated and the relevant headings and pages numbers from the textbook associated with the topic. • An explanation IN YOUR OWN WORDS of the theory/topic that demonstrates sound and thorough understanding of the theory/topic. • A brief description of the example, including sources using Harvard (AGPS) referencing. You may use multiple sources for the example, such as personal experience and an article in a business publication. • Link between theory and practice. Your task is to evaluate and analyse how the example bridges theory and practice, and how well it relates to the chosen topic (from the list above). Suggest future recommendations, your opinions, limitations, implications or consequences associated with the example - these will vary depending upon the example and topic. Write clearly and succinctly in your evaluation and analysis. Overall Length: You should not exceed the 1,800 word limit (this limit does not include tables, figures, the reference list, or title page). Formatting: standard 12 point font, 1.5 line spacing, and side margins 2.5 wide. Referencing: all sources (i.e. the work and ideas of others) must be cited and referenced using the Harvard (AGPS) referencing system. You need to provide both in-text references and the reference list. SUBMISSION INSTRUCTIONS This assessment must be submitted via Turnitin in iLearn. Hard copies will not be accepted or marked. Guidance on how to submit a Turnitin assignment http://mq.edu.au/iLearn/student_info/assignments.htm#turnitin. may be accessed from If you cannot access or view your submission via Turnitin in iLearn, you have not correctly submitted your work and will need to do so prior to the due date. (If you require assistance submitting through Turnitin, you may lodge a OneHelp Ticket or refer to the IT help page.) You may make several submissions via Turnitin to check your work for plagiarism and make adjustments accordingly up until the due date. If you submit again after the due date your submission will be counted as a late submission and penalties will apply (see below). Please note that for a first time submission the similarity report will be available immediately but for any subsequent submissions it will take 24 hours for the similarity report to be generated in Turnitin. Please note that it is your responsibility to: • allow sufficient time for submission of your work and any uploading of documents so try to avoid submitting your work just prior to the deadline. • ensure that you make the correct submission and that your document can be viewed in Turnitin. Please also note that technical issues such as an internet outage or computer failure are not considered grounds for special consideration. For further details please check the Special Consideration Policy. 2 LATE SUBMISSIONS Late submissions are possible and will be penalised at 20% per day up to 4 days (weekend inclusive). If a student submits an assessment task 5 or more days a after the due date without grounds for special consideration (See Special Consideration Policy) record or submission will be made but the student will receive zero marks for the assessment task. RETENTION OF RECORDS Student are required to keep a copy of all items submitted or completed for the purpose of assessment or evaluation until the end of the grade appeal period. FEEDBACK Feedback will be provided in Feedback Studio via iLearn before the end of Term. Marks will be available in Gradebook. ACADEMIC INTEGRITY Using the work or ideas of another person, whether intentionally or not, and presenting them as your own without clear acknowledgement of the source is called Plagiarism. Macquarie University promotes awareness of information ethics through its Academic Integrity Policy. This means that: • • • • all academic work claimed as original must be the work of the person making the claim all academic collaborations of any kind must be acknowledged academic work must not be falsified in any way when the ideas of others are used, these ideas must be acknowledged appropriately. All breaches of the Academic Integrity Policy are serious and penalties apply. Students should be aware that they may fail an assessment task, a unit or even be excluded from the University for breaching the Academic Integrity Policy. EXPECTATIONS OF STUDENTS Students are responsible for their learning and are expected to: • • • • • • actively engage with assessment tasks, including carefully reading the guidance provided, understanding criteria, spending sufficient time on the task and submitting work on time; Read, reflect and act on feedback provided; Actively engage in activities designed to develop assessment literacy, including taking the initiative where appropriate (e.g. seeking clarification or advice, negotiating learning contracts, developing grading criteria and rubrics); Provide constructive feedback on assessment processes and tasks through student feedback mechanisms (e.g. student surveys, suggestions for future offerings, student representation on committees); Ensure that their work is their own; and Be familiar with University policy and faculty procedures and act in accordance with those policy and procedures. MARKING CRITERIA Please refer to the marking rubric on iLearn. 3 Student ID: Student Name: ________________________________________Group: ________Mark: _____/100 WMKT101 Assignment Marketing Portfolio Marking Rubric Criteria Articulation of Issue(s) Issue(s) is/are clearly stated and succinctly yet comprehensively explained using appropriate mode (e.g. text, symbols, formulas, and graphics). (20 marks) Analysis Information from relevant and appropriate sources is analysed using relevant and appropriate theories, concepts, frameworks, models, techniques and/or tools to develop a comprehensive exploration of the issue(s). (25 marks) Zero Not attempted or entirely or significantly plagiarised from other sources. Fail The issue articulation lacks a clearly stated and succinct explanation. Pass The issue articulation shows a sufficiently clearly stated and succinct explanation. Credit The issue articulation shows some thought in formulating a relevant, clearly stated and succinct explanation. Distinction The issue articulation shows evidence of careful thought and considerable effort formulating a clearly stated and succinct explanation. High Distinction The issue articulation is original, sophisticated and presents an interesting, clearly stated and succinct explanation. (0 marks) (1-9.5 marks) (10-12.5 marks) (13-14.5 marks) (15-16.5 marks) (17-20 marks) Not attempted or entirely or significantly plagiarised from other sources. Analysis lacks depth and detail. Analysis is adequate in depth and detail. Analysis is good in both depth and detail. Analysis is generally very good in depth and detail. Analysis is thorough and excellent in depth and detail. (1-12 marks) (12.5-16 marks) (16.5-18.5 marks) (19-21 marks) (21.5-25 marks) Not attempted or entirely or significantly plagiarised from other sources. The critique is fundamentally flawed and/or interpretation of sources contains excessive detail without critique. The critique is basic with some interpretation of sources but there may be “gaps” or occasional excessive detail without critique. The critique is very sound with comprehensive interpretation; the integration of sources is convincing, in depth and detail. The critique is excellent, with evidence of originality and outstanding interpretation and integration of sources with all the important issues covered in depth and detail. (0 marks) (1-14.5 marks) (22.5-25 marks) (25.5-30 marks) (0 marks) Critique The analysis is supported with sources that provide evidence for a clear overall argument, demonstrating independent wellreasoned judgement. Opinions, assumptions, influences, biases, constraints, weaknesses, limitations, implications and/or consequences are appropriately identified and addressed (e.g. questioned, evaluated, and interpreted). (30 marks) (15-19 marks) The critique is sound with appropriate interpretation of sources and contains sufficient depth and detail. (19.5-22 marks) Criteria Quantitative and Visual Support (charts, figures, tables, graphs, appendix) Where appropriate the text is accompanied with necessary and relevant quantitative/visual information, which is explicitly related to the text. (20 marks) Sources and Referencing Relevant and reliable sources are used and referencing is accurate and consistent with Harvard style. (5 marks) Comment(s): Page 2 of 2 Zero Not attempted or entirely or significantly plagiarised from other sources. Fail The quantitative and visual support either lacks detail or contains excessive detail and/or important content is missing. (0 marks) (1-9.5 marks) Not attempted or entirely or significantly plagiarised from other sources. Sources included are irrelevant and/or unreliable. (0 marks) (1-2 marks) In text references and referencing list are either omitted or do not accurately follow referencing guidelines. Pass The quantitative and visual support are generally adequate in content, detail and presentation, but with either excessive or insufficient detail. Credit The quantitative and visual support are generally good in content, detail and presentation. (10-12.5 marks) (13-14.5 marks) (15-16.5 marks) (17-20 marks) Some sources are used, but they are not all reliable or relevant. Relevant/reliable sources are used. Relevant/reliable sources are used. Relevant/reliable sources are used. Some In-text references are omitted from the reference list. Some errors in formatting. Omissions of in text references from the reference list are rare. Only minor errors in formatting. In text references and referencing list are mostly correctly formatted. In text references and referencing list are always correctly formatted. (4 marks) (5 marks) (3 marks) (3.5 marks) Distinction The quantitative and visual support are very good in content, detail and presentation. High Distinction The quantitative and visual support are excellent in content, detail and presentation.
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