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Marketing Fundamentals

Marketing Fundamentals
Assessment title Case Study
Group or individual
PHASE 1 : Approx. 800 words
PHASE 2 : Approx. 1700 words
Learning outcomes
a. Reflect on the evolution of the Marketing Concept.
b. Outline the elements of the Marketing Process
c. Analyse the social, cultural, global and environmental
responsibilities of the professional marketer.
d. Demonstrate an understanding of analysis, problem solving and
communication skills in Marketing.
e. Describe key marketing metrics used to evaluate the
effectiveness of a marketing plan.
Submission dates
PHASE 1 : Week 9
PHASE 2 : Week 12
Total marks 100 Marks for each phase
PHASE 1 : 35%
PHASE 2 : 30%
HEP: 4375/CRICOS Provider Code 00246M
MKT101A Case Study T2 2015
The presentation recommended for this Assessment is
o An Executive Summary is NOT required. Although,
Students should include a Title Page, a Table of Contents,
and use suitable Headings for the information presented.
o Student Identifier (Name and Number) and Page
Numbers should appear on each page of the document –
ideally in either the Header or Footer.
o All assessments are expected to be submitted in a form
and format that would be acceptable in the business
world. Therefore:
All Assessments are to be submitted to Blackboard.
Handwritten and/or electronic submissions sent directly
to the Lecturer will not be accepted;
All work must be word-processed, spell checked,
grammatically acceptable, and professional in
o Should not be written from a 1st person context, but rather
from the 3rdperson perspective. That is, “I, we, my, our”
are not acceptable;
o All claims and recommendations are to be supported by
suitable and relevant marketing and/or theoretical
principles; and
o Includes a correctly constructed Reference List and
accompanying in report citations as per College
guidelines (Harvard Referencing).
o The use 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.
Overall Marks will be awarded for:
o The variety of appropriate data sources accessed;
o The demonstration of the understanding of Marketing
Theories and Strategies and their applications to the
Product profiled.
o Identification of the correct Theoretical Marketing
Strategy/Principle for
each of the Product’s Marketing Mix elements.
? The depth , relevance and accuracy of the assessment
and subsequent recommendations made to the current
Marketing Mix Strategy; and
? The validity and potential usefulness of the final report
The aim of this assessment is for students to demonstrate both their understanding of, and ability to identify the
key components of a Marketing Plan for a product or service of their choice. The selected
brand/product/service should be Australian (and exclude international brands being marketed
here). There are two phases to the assessment. The first phase requires students to select a product/service
and analyse it according to topics that are covered in Weeks 1- 4 of class (due in Week 6). Students are also
expected to provide a description of the product/service according to the 8P’s from the consumer’s perspective.
HEP: 4375/CRICOS Provider Code 00246M
MKT101A Case Study T2 2015
In the second phase of the assessment (due in Week 11) students are expected to show a thorough
understanding through application to theory of the Marketing Mix for their product/service of choice
(Please note: the same product/service is to be used for Phase 1 and Phase 2 of the Case Study).
Each student is to select an Australian Company’s Product/Service as the basis for the Case Study
The Product/Service does not necessarily need to be a “successful” product – e.g. Vegemite iSnack 2.0
Students should select a Company and Product/Service which is well recognised and one where there
would be sufficient information and literature readily available on.
This will be subject to the Lecturer’s Approval –
An informal discussion will be held on this in Week 2 of the Subject Delivery.
This initial Phase of the Case Study (Assessment 1) requires the students to analyse a
Product/Service of their choice from a “Consumer’s Perspective”.
At a minimum it should include information regarding:
Background Information on the Company and selected Product/Service
o Provide a brief background on the Company and the product/service.
Identification of key changes to the Marketing Environment
Examine forces in the marketing environment that may influence both marketers’ and customers’
decisions including economic, political, legal, socio-cultural and technological factors.
SWOT Analysis
A SWOT Analysis should be based on factors identified from your analysis of the Marketing
Environment (Opportunities/Threats) and any relevant internal factors (Strengths/Weaknesses).
A brief overview of the three (3) main Competitors of the Product/Service, including why or what
makes it a competitor to the Product/Service under review. Discussion in this section should also cover
off whether the Competitor is considered to be superior/inferior to the Product/Service under review.
Consumer Buyer Characteristics
o The level of involvement of consumers that purchase the Product/Service
o Identify situational, psychological and social influences on the buying decision process
HEP: 4375/CRICOS Provider Code 00246M
MKT101A Case Study T2 2015
A description of the Product/Service’s Marketing Mix (the 8 P’s). The information should be
provided from a consumer perspective. There is limited need for application to theory in this
section. At this point, a few of the relevant lectures on each of the 8 P’s will have taken place
so please base your discussion on your observations/knowledge/understanding of the
product from the customer’s point of view. (Application to theory of the 8 P’s will take place in
Phase 2 of the Case Study).
? The Product/Service – you may include information based on the products features, variations,
colours, sizes etc or for a service, what is offered and how it is delivered
? Pricing Structures – the general pricing structure of the Product/Service. How does it
compare to competitors pricing?
? Place and Distribution Structures – how and where is the Product/Service available for
? People – what are the credentials or skills of the deliverer of the service?
? Processes – are there particular processes that are essential to the delivery of thie service? Is
this part of their competitive advantage?
? Physical Evidence – what do they use to make the service more tangible? How do they set up
the physical environment in which the service is delivered?
? Partnerships – Are there any strategic partnerships in the delivery of the product or service? How
does this impact on the delivery of the service and what do each party in the partnership contribute
to the customer experience?
? Promotion Strategies /Tactics used – how and where does the Company predominantly
promote the Product/Service (i.e. through advertising, PR, social media, personal selling
Any information that is obtained from secondary sources (i.e. books, journal,
newspapers etc) must be correctly referenced. This should include in-text
citations and an alphabetical Reference List.
HEP: 4375/CRICOS Provider Code 00246M
MKT101A Case Study T2 2015
Based on the Product/Service identified in PHASE 1, Students are to conduct a full analysis of the current
Marketing Mix Strategy through application to theory presented in discussed in Lectures.
This Phase of the Assessment requires the students to analysis the Case Study from a “Marketers
Be sure to include the reasons why and supporting evidence to the Theoretical Principle selected as
to why it is the most appropriate and/or does not apply.
Students should also construct a brief Introduction (one paragraph – approx 100-150 words) to act as a
re-introduction to the Product and support for the Marketing Mix Strategy Analysis.
At a minimum the Marketing Mix Strategy Analysis should include:
Identify the relevant Segmentation variables used to segment the market
Identify the appropriate Targeting Strategy
Describe the specific Target Market of the product
PRODUCT Identify the elements within the Three Levels of the Product ( Core, Actual and
What is the Product’s Product Classification? (Example: for Consumer Markets
:Convenience, Shopping, Speciality, Unsought)
Identify the stage of the Product Life Cycle and the associated implications of
the marketing mix for the product.
What Brand Strategy has the Company adopted with this Product?
PRICE Identify the appropriate Pricing Strategies that are applied to the Product/Service.
Consider the following – Differential Pricing, New-Product Pricing, Product-
Line Pricing, and Psychological Pricing have been used?
Describe the type of Marketing Channel(s) that are used by the Product.
Identify the type of Distribution Coverage Strategy adopted by the Company
for this Product.
PROMOTION What are the Marketing Communication Mix Tools/Variables used for the
Product? (Consider advertising, public relations, personal selling, direct
marketing, sales promotion and product placement)
Demonstrate how the Company uses these tools to promote their product.
This section is to also include a Conclusion has to the overall appropriateness of the Marketing Mix
Strategies used by the Company
Students should also outline any recommended changes to the Strategies that they feel are warranted.
HEP: 4375/CRICOS Provider Code 00246M
MKT101A Case Study T2 2015
Aside from the Recommended Text, the Company’s literature and website, general literary and internet/Data base
searches, Students may find the following useful reading:
Marketing: a practical approach (2010), 7th Ed, McGraw Hill by Peter Rix (also 2013 ed as ebook)
Buy-ology 2008 by Martin Lindstrom, Random House
Business Review Weekly
Marketing Magazine
SMH Marketing Page (Thursday Business section)
B and T Magazine
Ad Weekly Magazine
Journal of Advertising
ACNielsen Research:
Roy Morgan
Wise Marketer
The Australian Market and Social Research Society
Australian Bureau of Statistics
BIS Shrapnel Ltd
Advertising Education Foundation
Advertising Age :
Public Relations Institute of Australia:
Australian Direct Marketing Association:
Australian Association of National Advertisers:
Advertising Federation of Australia:
Marketing Agencies Worldwide:
Advertising Standards Council:
Australian Competition and Consumer Commission:
Australian Bureau of Statistics:
The Gruen Transfer :
Global Issues – Social, Political, Economic and
Environmental Issues That Affect Us


www mumbrella.com.au
Marketing Magazine
AdRants – Marketing & Advertising News :
Media Awareness Network
iMedia Connection
NSW Government Marketing Toolkit


MKT101A Case Study T2 2015_v2
To ensure that it is clear as to how and on what Students will be assessed upon; following for perusal is a
copy of the Marking Criteria for both Phases of this Assessment.
The indicative Scale of Marks to be awarded are as follows:
A 10% Penalty may apply for any submission that exceeds the word limit guidelines.
Students should familiarise themselves with APM/WB College’s code of conduct on assessments, in respect to
cheating, plagiarism, late submissions etc.
1. Background Information on the Company and selected Product/Service 5
2. A Situational Analysis of the Marketing Environment including a SWOT Analysis 10
3. A brief overview of the main Competitors of the Company/Product or Service 5
4. Consumer Buyer Characteristics
a. Level of involvement of the purchasing decision
b. Influences on the purchase decision (situational, psychological, personal)
5. An overview of each of the Marketing Mix Components from the consumer’s perspective
a. Product/Service
b. Price
c. Place
d. Promotion
e. People
f. Process
g. Physical Evidence
h. Partnerships
6. Presentation
Fluent, concise and clear piece of writing using correct spelling/grammar throughout.
Effective use of Visuals as supporting evidence.
Presentation was professional and format was consistent with the Sections and Headings provided in the
7. Referencing
A correctly constructed Reference List and in-text citations of sources
A brief Introduction to act as a re-introduction to the Product/Service 5
Identify the relevant Segmentation variables used to segment the market
Identify the appropriate Targeting Strategy
Describe the specific Target Market of the product
Correctly identified all elements in the Three Levels of the Product (Core, Actual and Augmented)
Identified the Product’s Product Classification (Example: for Consumer Markets: Convenience,
Shopping, Specialty, Unsought. For Business Market: Installations, Accessory equipment, raw
materials, component parts, Process materials, MRO supplies or Business Servcies)
Identify the stage of the Product Life Cycle and the implications
Identified the correct Brand Strategy has the Company adopted with this Product/Service?
PEOPLE/PARTICIPANTS – frontline staff/support, Customer culture, Appearance, Training, Attitudes
PROCESS – Degree of automation, Degree of personalisation, Payment systems, customer interactions.
PHYSICAL EVIDENCE – Tangible components of services, atmospherics, Design, Promotion supports
Identify the appropriate Pricing Strategies that are applied to the Product/Service:
Consider the following – Demand-Based, Competitor-Based, Differential Pricing, New-Product
Pricing, Product-Line Pricing, Psychological, Professional, Promotional, and Pricing
Discounts have been used?
Identify the type of Marketing Channel(s) Associated with Products or Services.
Identify the type of Distribution Coverage Strategy adopted by the Company for this Product.
What are the Major Communication Elements of the Products IMC?
Demonstrate how the Company uses the Promotion Mix Elements in the marketplace.
Made insightful, relevant comment as to overall appropriateness of the Marketing Mix Strategies 5
Fluent, concise and clear piece of writing using correct spelling/grammar throughout.
Effective use of Visuals as supporting evidence
Appropriate writing style used – from the Marketer’s Perspective and demonstrated a clear
understanding of sound Research Methodology and Principles
Presentation was professional and format was consistent with the Sections and Headings provided
in the Outline
A correctly constructed Reference List and in-text citations of sources using a wide variety of sources
(Harvard Referencing System used)
7 HEP: 4375/CRICOS Provider Code 00246M

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