MKT101A Assessment 1 Brief 20191111 Page 1 of 8 ASSESSM.docx

MKT101A Assessment 1 Brief 20191111 Page 1 of 8
ASSESSMENT 2 BRIEF
Subject Code and Title MKT101A - Marketing Fundamentals
Assessment Marketing Report
Individual/Group Individual
Length 2000 words (+/- 10%)
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.

Submission By 11:55pm AEST/AEDT Sunday of Module 5.1
Weighting 45%
Total Marks 100 marks
Context
Following from the Assessment 1 brief you need to develop a
marketing report for the same
client. The focus of this marketing report is to review and
analyse your client’s marketing
strategies. This includes identifying a target market, creating a
positioning statement as well
as a marketing mix analysis. Then utilising the information
gained from the Assessment 1
situational analysis, combined with applying the marketing
principles you have learned in
the subject, develop a concise outline of marketing strategy
recommendations to assist your
client in growing the business.

Instructions:
Develop a marketing report based on the following sections:
a. Cover Page including:
▪ Business name
▪ Student Identifier (name and number)
▪ Subject code and name
▪ Date of submission
▪ Facilitator name
b. Table of contents
c. Brief introduction
d. Target Market Profile. Develop a target market profile
applying two (2) variables for
each of the following segmentation elements: demographic,
geographic,
psychographic and behavioural elements. Note: Your business
may target more than
one market and if so, focus on what you think is the largest
target market.
e. Positioning Statement. Develop a positioning statement for

the client highlighting
the values and benefits offered by the brand to consumers. This
may be derived
from evaluating the client’s website and marketing
communications in order to
complete the “Moore positioning statement” (template below):
For: (target customers)
Who must: (solve a specific problem or fulfil a need)
Our product is a: (describe product or solution)
That provides: (key breakthrough benefit which solves the
problem and/or a
reason to believe)
Unlike: (reference direct competitors)
Our product /solution offers: (describe the key point of
competitive
differentiation)
f. Analysis of the Current Marketing Mix. Analyse the variables
that include
applications of:
i. Product strategy:
▪ Identification/suggestion of the three levels of product
▪ Product classification
▪ Identification/suggestion of the product portfolio (width,
depth and lines)

ii. Pricing strategies
▪ Application/suggestion of at least 2 (two) relevant pricing
strategies that
may be used by the business and associated
terminologies/concepts.
iii. Placement
▪ Identification/suggestion of at least 1 (one)
marketing/distribution
channel strategy used and apply associated
terminologies/concepts.
iv. Promotions
▪ Identification and description of at least 5 (five) promotional
tools used
by the business including relevant application of associated
terminologies /concepts.
g. Recommendations. Identify at least 4 (four) marketing
recommendations based on
the situational analysis and applying key concepts and
marketing principles covered
in the modules. These recommendations should relate to any/or

all of the elements
of the marketing mix (Product, Price, Place, Promotion). You
may also include
discussion of the targeting, positioning and branding if changes
are recommended.
h. References
▪ A minimum of 4 credible and reliable sources should be used
in your research
▪ As this is a report, appropriate headings and sub-headings
should be used in
your writing
▪ The reference list must be compiled using APA 6th ed.
▪ Please refer to the marking rubric at the end of this brief for
grading details
Submission guidelines
• This assessment must be compiled in 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.
• All assessments are to be submitted to the learning portal. 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 in the
learning portal for
information on referencing in APA 6th ed.
• 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
https://laureate-
au.blackboard.com/webapps/blackboard/content/listContent.jsp?
course_id=_20163_1&content_id=_2498847_1&mode=reset
Learning Rubrics - Assessment 2: Marketing Report
Assessment
Attributes
Fail (Unacceptable)
(0-49)
Pass
(Functional)
(50-64)
Credit
(Proficient)
(65-74)
Distinction
(Advanced)
(75-84)

High Distinction
(Exceptional)
(85-100)
Segmentation and
Target market
Identified consumer
buyer characteristics
utilising
demographics,
geographic,
psychographics and
behavioural
variables.
15%
Segmentation variables
are unclear and
demographic, geographic,
psychographic and
behavioural
characteristics not
identified
Target market has not
been identified
Some segmentation

variables identified.
Demographic,
geographic,
psychographic and
behavioural
segmentation variables
included with some
adjustments required.
Target market profile has
been identified for the
business but is weak and
lacks depth
An adequate number of
segmentation variables
identified. Good
selection of
demographic,
geographic,
psychographic and
behavioural variables.
An acceptable target
market profile identified
for the business.
Very good selection of
demographic,
geographic,
psychographic and
Relevant and reliable
sources used to support
the identification of

segment(s).
Very good target
market profile identified
for the business.
Excellent selection of
demographic, geographic,
psychographic and
Relevant and reliable
sources used to support
the identification of
segment(s).
Excellent target market
profile identified for the
business.
Positioning
Identification of a
positioning
statement.
15%
Positioning statement not
clearly identified.
Positioning statement
included some relevant

values and benefits.
Good positioning
statement including
relevant values and
benefits.
Very good positioning
statement including
relevant values and
benefits.
Excellent positioning
statement including
relevant values and
benefits.
Marketing Mix
Identified
marketing mix
variables including
Three levels of products
not clearly identified.

Product portfolio did not
Three levels of products
identified with some
improvements required.
Product portfolio
Good identification and
explanation of three
levels of products.
Good description of
Very good identification
and explanation of
three levels of products
and the product
portfolio.
Excellent identification and
explanation of three levels
of products and the
product portfolio.
relevant product,
price, place and
promotional
strategies.

30%
provide enough
information.
Pricing strategies not
clearly applied/
suggested. Lack of
terminologies and
concepts.
Marketing/distribution
channel strategy not
correctly identified.
Promotional strategies
were not identified
and/or did not provide
relevant information and
linkage with the target
market.
No or very weak
referenced marketing
concepts and
terminologies used to
support the discussion.
included basic
information.
Pricing strategies
applied/suggested with
adjustments required.

channel strategy correctly
identified.
basically identified/
suggested. Some
relevant information and
market provided.
Lack of referenced
marketing concepts and
product portfolio.
Good application of
pricing strategies.
channel strategy
correctly identified.
Good promotional
strategies identified/
suggested. Good level

of details provided
through research and
clear linkage with the
target market showed.
Good referencing of
marketing concepts and
Very good description
of product portfolio.
Very good application of
pricing strategies.
Very good application of
place / distribution
strategies.
identified with a very
good level of detail
provided through good
level of research and
clear linkage with the
target market showed.
Very good referencing
of marketing concepts
and terminologies used

to support the
discussion.
Excellent description of
product portfolio.
Excellent application of
pricing strategies.
Excellent application of
place /distribution
strategies.
identified with excellent
detail provided through
robust research and
referencing and clear
market showed.
Excellent referencing and
engagement of marketing
concepts and terminologies
used to support the
discussion.
Recommendations
30%

Recommendations not
included and/or
information is not
relevant to client
and/or target
audience.
At least four (4)
recommendations
identified and included
some level of
information
At least four (4)
recommendations
identified. Good level
of information
provided to explain
the
recommendations
More than four (4)
recommendations
identified. Very good
level of information
provided to explain
the
recommendations.
More than four (4)
recommendations
identified.

Sophisticated level of
information provided to
explain the
Some relevance to
client and/or target
audience presented.
Clear and relevant
information provided
showing linkage with
the client and/or
target audience.
Good support with
application of
marketing principles
Some examples
provided.

Very good
information and
research
provided showing
linkage with the
client and/or
target audience.
Very good support of
recommendations using
application of marketing
principles and
references.
recommendations
supported by excellent
examples.
Excellent information and
high level of research
provided showing linkage
with the client and/or
target audience.
Excellent support of
recommendations using
sophisticated application of
marketing principles and
references.
Quality and
accuracy of
referencing and
communication
skills

10%
Less than 4 credible and
research sources used.
Some mistakes with in-
text citations and the
reference list.
Information is difficult to
understand for the
audience.
No logical/clear
structure and spelling
and grammatical errors
throughout.
At least 4 limited quality
and credible research
sources used.
Some mistakes with in-
text citations and the
reference list.
Information is not always

clear and logical to
understand for the
audience and lacks clear
structure.
Some spelling and
grammatical errors
At least 4 quality and
credible research
sources used.
Limited mistakes with
in-text citations and the
reference list.
Information is mostly
clear and logical to
understand for the
audience.
A clear structure and
few spelling and
grammatical errors
More than 4 high
quality and credible
research sources used.
Very few mistakes with

in-text citations and
the reference list.
Information is clear and
logical to understand
for the audience and
well supported by
evidence.
Very minor spelling
and grammatical
Excellent engagement of
more than 4 wide variety
of quality and credible
research sources.
No mistakes with in-text
citations and the
reference list.
Information is logical and
persuasive. Relevant
concepts and theories
applied.
Very strongly supported by
evidence.
Free of spelling and

No headings,
subheadings, and other
submission guidelines
not followed.
throughout.
Limited headings,
subheadings, and/or
some submission
guidelines require
adjustments.
throughout.
Headings and
subheadings and
other assessment
requirements are
consistent with
submission guidelines.
errors throughout.
Headings,
subheadings and
other submission
guidelines are
consistent with
submission guidelines.

grammatical errors
throughout.
Headings, subheadings
and other submission
guidelines are consistent
with submission
guidelines.
BIZ101 Assessment 2B Brief Page 1 of 6
ASSESSMENT 2B BRIEF
Subject Code and Title BIZ101: Business Communications
Assessment Written Report
Individual/Group Individual
Length 1200 words (+/- 10%)
Learning Outcomes This assessment addresses the following
subject learning
outcomes:
a) Demonstrate information literacy and critical
analysis appropriate to the level of study.

b) Understand and demonstrate academic integrity
and authentic engagement with information.
c) Examine the internal and external business
environment to effectively interpret messages in
different business contexts.
d) Identify and apply effective communication skills
within a variety of business environments,
including the use of technology.
Submission By 11:55pm AEST/AEDT Sunday of Module 5.1
(Week 9)
Weighting 35%
Total Marks 100 marks
Task Summary
Using the sources from Assessment 2A Source Analysis, explain
your topic’s communication
technology, its uses, advantages and disadvantages. Identify the
factors which will need to be
considered for its implementation, as well as your
recommendations, to complete your report.
Please refer to the Task Instructions for details on how to
complete this assessment.
Context

Your ability, as a professional, to use modern communication
technologies to improve business
practices is critical for business success. Equally important is
your ability to write well-structured
business reports to communicate your ideas and
recommendations to a range of stakeholders.
This assessment task requires you to demonstrate these abilities,
in the context of communication
technologies, in preparation for your professional future
practice.
Task Instructions
To complete this assessment task:
1. Using the report format you have studied, analyse your
topic’s communication technology,
its uses, advantages and disadvantages. Identify the factors
which will need to be
considered for its implementation in an organisation, as well as
your recommendations.
• Both Assessment 2A Source Analysis and Assessment 2B
Written Report must be on
the same topic.
2. Integrate the four (4) sources from your Assessment 2A
Source Analysis into your Written
Report analysis.

• For instance, you may decide to use each source for a different
section or a
combination of sources in a section.
• Ensure that you use headings for each new idea to clearly
communicate your ideas
and give the reader a pathway to understand your written report.
3. Conduct any additional research as needed to support your
line of reasoning.
4. Follow APA 6th ed. style for citing and referencing all your
sources.
It is expected that you will demonstrate in your Written Report:
• A comprehensive and clear understanding of the topic you
have chosen.
• Evidence of research and application of reliable and relevant
evidence to support your line
of reasoning.
• Critical analysis and the ability to develop coherent written
arguments.
• Effective communication in the form of professional writing
skills presented in a
report format.
• Show that you understand and are able to use in-text citation
and referencing skills
following APA 6th edition style format.
It is highly recommended that you visit the Academic Skills

page on Blackboard and consult their
report writing resources: https://laureate-
course_id=_20163_1&content_i
d=_2498855_1&mode=reset. You can also contact the Academic
Skills team if you need further
support.
Please note the following additional information:
• You should adhere to the correct use of academic writing,
presentation and grammar.
• You are advised to include a minimum of two (2) academic
references which should be
textbooks or academic journals, and two (2) non-academic
references. Appropriate websites
may be used in addition to those used in Assessment 2A Source
Analysis.
• You must check the Similarity Report for your assessment task
in Turnitin before submitting
it in Blackboard. All highlighted sentences must be either
paraphrased in your own words or
put in as direct quotes and referenced accordingly.
• For additional support on academic skills, please visit:
https://laureate-
course_id=_20163_1&am
p;content_id=_2498849_1
https://laureate-
https://laureate-

https://laureate-
https://laureate-
course_id=_20163_1&content_id=_2498849_1
https://laureate-
https://laureate-
Referencing
• It is essential that you use appropriate APA 6th edition style
for citing and referencing your
research.
• Please comply with all academic standards of legibility and
referencing details (including a
reference list). Please see more information on referencing here:
http://library.laureate.net.au/research_skills/referencing
Submission Instructions
Upload your Written Report to Turnitin and check
your Turnitin Similarity Report.

When the Turnitin Similarity Report is less than 20%, submit
your Written Report via the Assessment
link in the main navigation menu in BIZ101 Business
Communications.
Your learning facilitator will provide feedback via the Grade
Centre in Blackboard. Feedback can be
viewed in My Grades.
The below assessment rubric guides the marker when awarding
marks for your assessment. You
should use this rubric to review your assessment task prior to
submission, ensuring there is nothing
you have missed.
http://library.laureate.net.au/research_skills/referencing
Assessment Rubric
Assessment
Attributes
Fail

(Unacceptable)
(0-49%)
Pass
(Functional)
(50-64%)
Credit
(Proficient)
(65-74%)
Distinction
(Advanced)
(75-84%)
High Distinction
(Exceptional)
(85-100%)
Critical analysis and
supporting evidence
30%
Inadequate understanding of
required concepts and
knowledge demonstrated in

the analysis of the chosen
topic.
There is no/limited evidence of
an attempt to address the
communication technology’s
uses, advantages,
disadvantages, and identify the
factors to be considered for its
implementation in an
organisation.
There is no evidence of the
analysis being supported by
evidence.
Limited understanding of
the analysis of the chosen
topic.
There is evidence of an
attempt to address the
communication technology’s
uses, advantages,
disadvantages, and identify
the factors to be considered
for its implementation in an
organisation, this needs
substantial improvement.
Some task requirements might
be missing (i.e. missing
advantages and disadvantages

analysis, or missing factors for
implementation analysis).
Few ideas are supported by
evidence in the form of
references to relevant
sources.
Adequate understanding of
a clear analysis of the
chosen topic.
Some task requirements
have not been addressed in
their entirety (i.e. partial
analysis of advantages and
disadvantages, or factors for
implementation are
addressed superficially).
Some ideas are supported
by evidence in the form of
sources.
Clear understanding of
knowledge demonstrated
in a concise and well-
developed analysis of the
chosen topic.
All task requirements have

been addressed clearly,
however their analysis
needs more depth.
Most ideas are supported
by evidence in the form of
sources.
Highly developed
understanding of required
concepts and knowledge
demonstrated in a concise,
well-developed and
comprehensive analysis of
the chosen topic.
All task requirements have
been addressed clearly and
critically.
All ideas are supported by
evidence in the form of
sources.
Recommendations

20%
Recommendations are not
based on report analysis or are
inappropriate or irrelevant to
the chosen topic.
Most recommendations lack
adequate justification.
Recommendations are
generally based on report
analysis, however they do not
consistently demonstrate an
adequate understanding of
the chosen topic.
Some recommendations are
justified, while others are not.
Justifications lack depth and
clarity; they need substantial
work.
Recommendations are
based on report analysis,
demonstrating adequate
understanding of the chosen
topic.
All recommendations are
justified, albeit superficially;
Justifications need work,
focusing on depth.

Clear recommendations
demonstrating a
comprehensive
understanding of the
chosen topic.
The justification for the
recommendations needs
minor improvements.
Clear, succinct and well-
justified recommendations
demonstrating a
comprehensive and practical
understanding of the chosen
topic.
Report format
20%
No headings, subheadings, and
other report format guidelines
are not followed.
Report format and layout not
acceptable in the business
world.

Limited headings,
subheadings, and/or some
report format guidelines
require adjustments.
Report format and layout
world with some
Headings and subheadings
and other requirements are
consistent with report
format guidelines.
Report format and layout
world with minor
Headings, subheadings and
other report format
guidelines are consistent.
Very good report format.
Layout acceptable in the
business world with little to
no improvements required.
Headings, subheadings and
other report format
guidelines are consistent.
Very professional work
provided with an excellent

report format. Layout
world.
Effective
communication
15%
Information is difficult to
understand for the audience.
No logical/clear structure and
spelling, punctuation and
grammatical errors
throughout.
Information is not always clear
and logical to understand for
the audience and lacks clear
structure.
Some spelling, punctuation
throughout.
Information is mostly clear
and logical to understand
for the audience.
A clear structure and few
spelling, punctuation and
grammatical errors

throughout.
Information is clear and
logical to understand for
the audience.
Minor spelling, punctuation
throughout.
Information is logical, clear
and persuasive.
Free of spelling, punctuation
throughout.
Correct citation of
resources
15%
Does not include correct
references or in-text citations;

does not use APA 6th ed. style.
Attempts to include
references or in-text citations;
however, these are sometimes
insufficient or incorrect; Uses
APA 6th ed. style, however
may contain some citation or
referencing errors.
Includes in-text citations and
references from suitable
sources; Uses APA 6th ed.
style, however may contain
minor citation or
referencing errors.
Includes in-text citations
and references from
suitable sources; Uses APA
6th ed. style, containing
minimal and or no errors.
Includes in-text citations and
references from suitable
sources; Uses APA 6th ed.
style, containing no errors.
Assessment Rubric

MKT101A Assessment 1 Brief 20191111 Page 1 of 8 ASSESSM.docx

MKT101A Assessment 1 Brief 20191111 Page 1 of 8 ASSESSM.docx

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