ATMC MKG701 Task 2 - 2020Percentage range (HD to FL)..docx

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ATMC MKG701 Task 2 - 2020
Percentage range (HD to FL). Will calculate a �nal grade.
Levels of Achievement
Criteria High Distinction Distinction Credit Pass Fail
Criteria 1:
Identi�cation and
description of an
appropriate
Australian SME
85.00 to 100.00 %
Strategically identi�es
and describes an
Australian SME and its
product or service.
Synthesises pertinent
information about the
organisation and
target market/s
demonstrating a
purposeful selection of
content that provides
a platform for deep
analysis.

75.00 to 84.00 %
Identi�es an
organisation, product
or service that is
relevant to the task
and
manageable/doable
within the Task
parameters.
Succinctly discusses
the organisation and
target market/s
focusing on relevant
and useful
information.
65.00 to 74.00 %
Identi�es an
organisation,
product or service
that is achievable to
complete the Task.
Explains the
organisation and
target market/s with
clarity, identifying
some key
information.
50.00 to 64.00 %
Identi�es an
organisation, product
or service that is too

general and wide-
ranging for the Task.
Describes the
organisation and
target market/s
without speci�cation.
0.00 to 49.00 %
Fails to identify a relevant
organisation, product or
service relevant for the
Task. Provides an
inadequate description of
the organisation and
target market/s to base
analysis upon.
Criteria 2:
Comprehension of
external
marketing
environment
theory and
concepts
85.00 to 100.00 %
Distinguishes possible
implications from
sources within and
beyond recommended
course material
relating to the context
by recognising broader
issues at play or

perspectives beyond
the author’s explicit
message.
75.00 to 84.00 %
Draws complex
inferences from
various sources to
argue concepts
and/or support or
challenge the
author/s perspective
in relation to the
context.
65.00 to 74.00 %
Draws basic
inferences from
course material to
discuss key
concepts presented
by the author/s in
relation to the
context.
50.00 to 64.00 %
Apprehends
foundational
concepts adequately
to paraphrase or
summarise the
information from
course material.

0.00 to 49.00 %
Provides an inadequate
description of the
foundational concepts for
external marketing
environment analysis.
Name
Description
Rubric Detail
Weight
10.00%
Weight
10.00%
/
Criteria 3: Critical
analysis &
evaluation of the
external
marketing
environment

85.00 to 100.00 %
Displays advanced
ability to critically
analyze all aspects of
External Environment
of an Australian Small
to Medium Enterprise
75.00 to 84.00 %
Shows good capacity
to critically analyze
pertinent issues of
the External
Environment of an
Australian Small to
Medium Enterprise
65.00 to 74.00 %
Demonstrates
reasonable capacity
to identify and
analyze a range of
issues associated
with the External
Environment of an
Australian Small to
Medium Enterprise
50.00 to 64.00 %
Business issues are
identi�ed, and basic
analysis is evidenced

in the External
Environment of an
Australian Small to
Medium Enterprise.
0.00 to 49.00 %
Demonstrates inadequate
capacity to identify and
analyze the External
Environment of an
Australian Small to
Medium Enterprise
Criteria 4:
Identi�cation and
assessment of key
opportunities and
threats facing the
SME
85.00 to 100.00 %
Identi�es highly
pertinent
opportunities and
threats that should be
addressed through the
development a
comprehensive
marketing plan.
75.00 to 84.00 %
Identi�es key
opportunities and

threats for the
development of an
e�ective marketing
plan
65.00 to 74.00 %
Selects some
relevant
opportunities and
threats to inform
development of a
relevant marketing
plan
50.00 to 64.00 %
Identi�es obvious
opportunities and
threats for the
development of a
basic marketing plan
0.00 to 49.00 %
Fails to adequately
identify obvious and
relevant opportunities
and threats from which
development of a
marketing plan could be
e�ectively completed
Criteria 5:
Recommendations
for addressing 1

key opportunity
and 1 key threat
85.00 to 100.00 %
Displays advanced
critical and creative
thinking to provide
insightful
recommendations that
would lead to a highly
competitive
advantage.
75.00 to 84.00 %
Applies critical and
creative thinking to
provide novel
recommendations
that may lead to a
competitive
advantage.
65.00 to 74.00 %
Provides relevant
recommendations
to establish a
competitive
advantage.
50.00 to 64.00 %
Provides obvious
recommendations in

line with the
marketing situation.
0.00 to 49.00 %
Fails to provide sensible
or practical
recommendations to suit
the market situation.
Weight
40.00%
Weight
10.00%
Weight
15.00%
/
Criteria 6:
Communication
using digital
tools/channels.
85.00 to 100.00 %
Demonstrates
sophisticated use of

digital tools/channels
to communicate in a
highly e�ective
manner. Presentation
is well-structured,
logical and clear.
Arguments are very
persuasive and easy to
follow. Language
choice and tone is
highly professional,
appropriate and
impactful. Exhibits a
sophisticated level of
netiquette
characterised by
courtesy,
consideration and
respect.
75.00 to 84.00 %
Con�dently uses
digital tools/channels
to communicate
accurately and
professionally.
Language choice and
tone is professional,
appropriate and
e�ective. Exhibits a
professional level of
courtesy,
consideration and
respect in a digital
communications

context. Presentation
is mostly well
structured, logical
and clear. Arguments
are persuasive and
easy to follow.
65.00 to 74.00 %
Competently and
accurately
communicates
using digital
tools/channels.
Language choice
and tone is e�ective
and appropriate.
Exhibits courtesy,
consideration and
communications
context.
Presentation is
generally well
structured, logical
and clear.
Arguments are
relatively
persuasive, and
most points are
easy to follow
50.00 to 64.00 %
Uses digital
tools/channels to

communicate
appropriately.
Language choice and
tone is appropriate.
Demonstrates basic
awareness of the
importance of
exhibiting an
adequate level of
courtesy,
consideration,
communications
context. The main
arguments are
presented. Uses a
sequenced structure
to present
information and
ideas.
0.00 to 49.00 %
Demonstrates little or no
ability to use digital
communication
tools/channels to
communicate
appropriately in a
business context.
Presentation is confusing,
di�cult to follow and non-
compelling due to lack of
structure, logic and clarity.
Demonstrates limited or
no awareness of an

appreciation of the
importance of exhibiting
an adequate level of
courtesy, consideration,
and respect in a digital
communications context.
Weight
10.00%
/
Criteria 7:
Referencing of
sources of
information used
within the
body of the
document and in
a reference, list
using Harvard
referencing style
85.00 to 100.00 %
A range of highly
relevant sources of
information are fully
integrated and
correctly cited within

the body of the text
using Harvard
referencing. A
comprehensive and
correctly formatted list
of references is
presented in Harvard
Referencing
75.00 to 84.00 %
Correctly cites and
integrates multiple
relevant sources of
information within
using Harvard
referencing style. A
correctly formatted
list of references is
presented in Harvard
referencing style.
65.00 to 74.00 %
Cites relevant
sources of
information within
using Harvard
referencing style. A
list of all references
is provided in
Harvard referencing
style.

50.00 to 64.00 %
Cites sources within
the text using an
appropriate Harvard
referencing style. An
appropriate
referencing style is
used for presenting
sources cited in a list
of references.· No
evidence of
plagiarism.
0.00 to 49.00 %
Lack of or errors in
referencing indicating
potential plagiarism or
poor evidence of
information sourcing.
Weight
5.00%
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ATMC MKG701 TASK 2 DESCRIPTION – worth 30% of the
MKG701 course

Due: Week 9 – by 5pm on Thursday 28thof May 2020
Description: Individual Assignment
For this assessment, individuals will create an engaging
Narrated PowerPoint presentation on the
situation analysis [External Environment] of an Australian small
to medium enterprise [SME] and its
product, service or experience. Please note: It’s important to
choose your business carefully. Do not
choose a large company. Choose a business that you may be
working for - or are familiar with in
Australia. It could be a business that you would like to start in
Australia. Please check with your lecturer
by Week 6.
Format:
A PowerPoint with narrated voice-over. Include the full written
script for each slide in the notes section
underneath each slide.
You may decide to convert the presentation into a video as the
next/final stage.
Contents:
Presentations will include and/or discuss the following:
• A Title Page/Slide - include your student details and the name
of the company you are focusing on
• An explanation of the organisation, their product, service or
experience …………………………[10%]
o Who/what is your business?
o What industry are they in?
o What is their organisational structure?
o What is their product/service/experiences range?
o Who is their main target market/s?

• External marketing theory & concepts
…………………………………………………………………………
….[10%]
o What is an external marketing environment analysis?
o Why is an external marketing analysis important?
o What are the relevant environments to be analysed?
• Critical Analysis & Evaluation of the External Marketing
Environment……………………………. [40%]
o competition,
o economic growth and stability,
o political trends,
o legal and regulatory issues,
o technological advancements and
o the socio-cultural trends that impact on the marketing
organisation and its marketing
strategies and plans.
• Identification and assessment of at least three Key
Opportunities and Threats facing the SME ...10%]
• Application of academic writing conventions and referencing
using the Harvard referencing style ……[10%]
Length: Approximately 12 slides/Approximately 1000 words
[not counting the Title Page or LoR]
Rubric and Critical Resources
These documents are provided on Blackboard to help you
complete this task.
• ATMC MKG701 TASK 2 Description [this document]
• ATMC MKG701 TASK 2 Digital Presentation Guide

[PowerPoint]
• ATMC MKG701 TASK 2 Digital Presentation Rubric
• Recommendations for addressing one Key Opportunity and
key Threat facing the SME ......15%]
Helpful Resources
These documents offer guidance with selecting your concepts
and the technical aspects of the task.
Digital Presentation Quick Start Guide
How to add a voice-over to a PowerPoint and convert it into a
video
How to convert a PowerPoint to a Video and Edit it in Video-
Editing Program
External Environment Analysis Table
This is a simple table that you can complete for each of the
environmental factors based on the relevant
theory, describing what is currently going on in your market and
then what this means for your product
or service.
External Environment Analysis Table
Remember that with the word count, what you put in these
tables does not count to your total word
count. So, you can do a thorough analysis using this table
template and provide a more succinct
introduction and summary of your analysis in the main body of
the report. It is also a preference for
any tables to be included at the appropriate position in the
report rather than being attached as an

Appendix. This will help with the flow of your report by not
forcing the reader to flick back and forth
throughout the report.
Feedback
Feedback will be provided in the form of a mark, Rubric and
written comments.

ATMC MKG701 Task 2 - 2020Percentage range (HD to FL)..docx

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