MKT2001 (Promotion Management), S3 2016 – Assessment Document)

MKT2001: ASSIGNMENT 2 (Portfolio):

(Please note that this is an individual assignment, not a team assignment)

Word count: Between 2000 and 3000 words

Slide count: Approximately 25 slides +/- 20%

Creative strategy development begins with an assessment of the marketing and promotional situation and a determination of what needs to be communicated to the target audience. This portfolio provides students with an opportunity to see the IMC Planning Process in action, where students undertake a situational analysis and prepare a Creative Brief. These tasks are crucial to an IMC Planning process as they establish a framework for developing, implementing and controlling an organization’s IMC program.

Assignment Format:You have the choice of presenting the assignment as a Power Point Presentation or a Formal Report. Both will be assessed for their structure and formatting.

Both formats must provide a reference list, correct spelling/grammar and in-text references.

PowerPoint: If you choose to use a PowerPoint Presentation you do not actually deliver the presentation, but prepare slides with a script (between 2000 & 3000 words, slides an script included in this word count) of what would be said during the presentation [go to view / notes view – slide at the top, notes at the bottom]. * [separate scripts in a Word document will not be considered for marking]

Formal Report: If you choose to do a formal report you are expected to include the following: letter of transmittal; title page; executive summary; table of contents; formal introduction; conclusions & recommendations; reference list). In order to meet the marking criteria you will need to ensure you include a balance of text and graphics (e.g. figures/theoretical models/examples).

You will need to submit 1(one) file only:

PowerPoint file with script in the notes section OR

Word Document containing a Formal Report

TASK: Your task will be to select a current consumer good that you find interesting (NOTa service or commercial or industrial product). Your assignment will focus on that product. You may select a brand from your home country. You should assume that you are the brand manager for your chosen product and you arereporting your findings of a situational analysis to the CEO of the company. The company CEO has very little marketing knowledge and you will need to explain some simple theoretical concepts.

Situation Analysis

Background – provide a description of the company in terms of its size, scope of operations, market share, product range, when established etc. Describe the product.

Target market – Describe one target market for the product based on relevant geographic, demographic, psychographic and behavioural variables (minimum 4) (you will find this process explained in your textbook or any other marketing principles text).

Positioning strategy – Identify this product’s competitive advantage (what makes it different to the competing products). Describe the positioning strategy currently being used for the product. Do you think this is the best positioning strategy for this particular

target market, or do you think it could be repositioned? Explain why or why not?

Creative brief

Promotional mix elements – provide a detailed description of the promotion mix elements currently being used. Explain how they are being used.

Response Process – Identify the response hierarchy that you believe best explains the consumer response process that is associated with the product. Justify your choice.

IMC objectives – develop IMC objectives (minimum 3) based on theresponse process identified. Demonstrate which promotional element/s is used for each.

New promotional tool – Create a promotional tool that is appropriate for the chosen company, product and target market. (e.g. web-page, brochure, advertisement (print, TV), outdoor, Point of purchase (POP) display. Your example must be original and reflect the creative strategy, positioning, IMC objectives and major selling idea. Include the tool as a figure or appendix (depending on its format). In the accompanying paragraph you must briefly describe the tool and explain which objective/s relate.

Major selling idea – describe the central theme, or big idea that will get the target market’s attention (this should be based on the competitive advantage identified).

Creative strategy – describe the creative strategy including advertising appeal, execution style, creative tactics, and media vehicle. Justify your reasoning.

Conclusions & recommendations.

Notes on assignment 2

You can access information on most products via the Internet. Do NOT contact the company. If a piece of information is not readily available from public materials, then make a realistic assumption and state it in brackets e.g. (assumed).

You must demonstrate your knowledge of relevant theory from texts and other recommended readings. You should use at least one other textbook, as well as the company website and other relevant articles and sources to support your arguments.

You should use tables and figures (i.e. diagrams) wisely to present your material in a concise and readable manner. Tables and figures are not included in the word count but must be accompanied by a short discussion of the key issues presented in the table or figure.

You must correctly reference your sources of information using the Harvard AGPS referencing style. A Harvard AGPS referencing guide is available in the USQ library (can be accessed online). Copying word for word from the text or other sources without using quotation marks and providing references including page numbers is plagiarism.

Plagiarism attracts severe academic penalties.

ASSIGNMENT 2: MARKETING CRITERIA

Program

Learning Goals Knowledge and Technical

Skills Professional Communication Critical thinking, creativity and analysis

Weighting 40 20 40

Assignment

Requirement

Application of theory to the chosen examples in the following sections

Target market description

Positioning strategy

Response process

Promotional mix elements

IMC objectives

Creative strategy Communicates effectively in written and oral form following assignment requirements.

Use of relevant sources to provide supporting evidence. Sources of information appropriately acknowledged. Sourcing and critical analysis of promotional tools.

Incorporation of theory into relevant sections of theassignment.

A/ HD Good / Excellent application of theory to chosen examples throughout. Writing is understandable with correct use of English. Assignment is appropriately presented with interesting graphics and properly formatted text/ script. Very Good / Excellent use of sources. Thorough product and company background provided.

Very good to excellent incorporation of theory throughout.

Demonstrates very good to excellent critical analysis. Demonstrates creativity to a very high standard.

B Some application of theory to chosen examples throughout, details required in most areas. Writing is understandable with correct use of English. Assignment is appropriately presented. A good balance of text/ graphics. Some attention needed.

Adequate use of resources; could use more sources to provide supporting evidence. Good product and company background provided. Could provide more details. Good incorporation of theory throughout; could provide more details in some areas. Demonstrates critical analysis. Demonstrates creativity in some areas.

C Demonstrates basic application of theory to chosen examples throughout assignment. Writing is understandable with somewhat correct use of English. Attention needed in some areas.

An attempt was made at correct formatting, however it requires more attention in a number of areas.

Some supporting evidence, however more resources are necessary. Sound product and company background provided. More details required.

Some incorporation of theory throughout; more details required in most areas. Demonstrates some critical analysis. Demonstrates some creativity in some areas.

F Application of theory to chosen examples throughout assignment not covered. Attention required in all areas.

Very Limited use of appropriate resources. Product and company background given cursory overview, sufficient details provided.

Discussion of theoretical concepts not covered.

Critical analysis is very limited. Does not demonstrate creativity.