| Trimester | T1 2022 |
| Unit Code | HC1082 |
| Unit Title | Marketing |
| Assessment Type | Individual Assignment 1 |
| Assessment Title | Individual Assignment 1 |
| Purpose of the assessment (with ULO Mapping) | Evaluate theoretical and practical knowledge of MarketingAnalyse marketing issues and strategies using core marketing concepts apply theoretical and practical knowledge of Marketing in the diagnosis of organisational issues and the formulation of appropriate marketing strategies effectively utilise technology to write persuasive reports, design and deliver presentations containing sound recommendations, in preparation for their career in business |
| Weight | 35 % of the total assessments |
| Total Marks | 35 |
| Word limit | Total: 3000 words |
| Due Date | Week 10 (Friday, 11.30 pm – 27 May 2022) |
| Submission Guidelines | All work must be submitted on Blackboard by the due date along with a completed Assignment Cover Page. The assignment must be in MS Word format, with no spacing, 12-pt Arial font and 2 cm margins on all four sides of your page with appropriate section headings and page numbers. Reference sources must be cited in the text of the report, and listed appropriately at the end in a reference list using Harvard referencing style. |
Task Criteria: There are two parts to this assignment.
Part 1 – Analysis of Mini Case (must demonstrate understanding of the theories or concepts in the case and their applications.
Part 2 – Critical Thinking. Must demonstrate critical thinking skills to develop a valid discussion and with supporting evidence to your chosen product and target markets.
Table of Contents
Details of task requirements:
Part 1:
Mini Case (video) Analysis of Market Segmentation, watch the “Grilled Burger” ad on YouTube and answer 2 questions below.
- Explain the concept of Market Segmentation and describe at least three target markets on the
“Grilled YouTube video”
- Explain the concept of “Positioning” and discuss the “Grilled Burger” positioning strategy in the video.
Part 2: Theory and Application of Marketing mix (4Ps of Marketing: Product, Price, Promotion and Place).
- Students to select one product with 2 of the target customer groups.
- Discuss how 4Ps of Marketing Mix can be applied in a particular group chosen and how value can be created in each of the marketing mixes.
- Give your justification for two groups of customers that you selected for that product.
Note: Must only need to choose TWO target markets and ONE Product to discuss theory and application.
| Products | Target Market | |
| Burger | Middle-age White- Collar. individuals (baby boomers) | Upper-middle-class Seniors (age group 65 – 75 years old) |
| Mid-sized care Sedan | University students | Millennials (21 and 28) |
| Holiday Beach Resort Accommodation | Trade persons (Generation Y) | Teenage generation (ages between (13 and 17) |
| Bath soap | Single parents (Age 35 – 48) | Generation Z (ages 28 and 35) between |
| Running shoes | Vegetarians | Executives (Generation X – ages 39 to 59) |
The aim of the Assignment
- This task will assess the student’s ability to analyse the marketing activities of a particular organisation, with a focus on analysing the target market and buying behaviour for a particular organisation. Students will be required to refer to some relevant theory from textbooks and other readings to show their understanding of the theory and apply in context. Provide at least one (1) recent (last 12 months), original example to illustrate your understanding of the concept.
- Must justify your discussion with relevant references. Must include at least a minimum of 6 academic and 4 industry references.
Report Structure (3000 words plus or minus 10% of the total word counts contents only – references are not counted):
Executive summary (between 150) Table of contents
Introduction (400 words)
Part 1 – Discussion (800 words)
- SEGMENTATION: Explain the concept of Market Segmentation and describe at least three target
markets on the “Grilled YouTube video”
- POSITIONING: Explain the concept of “Positioning” and discuss the “Grilled Burger” positioning strategy
on the video.
Part 2 – Discussion (1200 words)
- Marketing Mix o Product o Price o Promotion o Place
- Target Market
- Distribution channels
- Promotional communications and tools