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BUS105: TASK 3 REPORT – GUIDE
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Get Help Now!For this assessment, you will select a product, find a print advertisement for that product and write a 2250 word report evaluating the marketing of the product. Additionally, you will complete tutorial checkpoints through the semester and submit them during set tutorials. See the last criterion for the list of checkpoints and tutorials.
You must select a product in the form of a tangible good from set product categories displayed at the beginning of the semester. You must find a print advertisement for your product.
| REPORT CRITERIA DESCRIPTION | GUIDE ON CONTENT AND FORMAT |
| Written communication and presentation skills using the report writing guidelines in Summers and Smith (2014). | In accordance with Summers and Smith’s (2014) report writing guidelines, include an executive summary, table of contents, formal introduction, conclusion, list of references and appendices. Marks are also allocated for the correct format, professional presentation, spelling, grammar and in-text referencing. (12 Percent) -Title Page Contains a title and all relevant personal identification and the word count. -Executive Summary A detailed summary of your entire report. This can be up to 1 page in length and should be page numbered with roman numerals. -Table of Contents Identifies the headings, sub-headings, tables, figures and appendices in the report and their respective page numbers. This should continue being page numbered with roman numerals. -Introduction This should include the Purpose and Authorisation, Limitations and Scope sub-sections. Page numbering changes here from roman numerals to numbers from here, so the introduction starts on page 1. -Conclusion This should re-acquaint the reader with what the report was about and summarise the main ideas of the report. -References The report should contain both in-text references, and a List of References that includes all the in-text references used. The formatting should be Harvard style. -Appendices Appendices should be included if there is supplementary information you wish to refer the reader to that helps further support the evidence you have supplied your reader in the body of the report. You are required to include your actual print ad in an Appendix. |
| Identification of a physical product and discussion about the company’s background, and main target market(s) based on marketing theory and concepts supported by credible academic and practical sources. | Background (3 Percent)-What is the product? What does it do? Which company makes the product? Target Market (12 Percent)–Using the four segmentation variables (refer to p. 171 of the textbook), who appears to be the target market for this product? Provide a summary description of a typical consumer in this target market. |
| Understanding and application of marketing mix theory and concepts supported by credible academic and practical sources. | Product (12 Percent) -Describe the product’s three layers (refer to p. 201 of the textbook) and explain which product class (refer to p. 202 of the textbook) you consider the product is in. Justify your answers. -Identify and describe the product lifecycle stage for the product. Justify your answers. What are the main implications for marketing (refer to p. 241 of the textbook)? -Describe the product attributes (refer to p. 220 of the textbook) used to position the product’s brand. How are they used, and do they align with the target market? Justify your answer. Promotion (12 Percent) -Select one print advertisement for this product (place a copy in the Appendices). What is the main promotional message? Critically evaluate the type of execution strategy (refer to pp. 358-359 of the textbook) that has been used to deliver the message. Justify your answers. -What type of advertising objective (refer to p. 352 of the textbook) appears to have been selected? Justify your answer. Does it align with the execution strategy used? -Identify and describe the other elements of the IMC mix used to communicate the product to the target market. What additional promotional elements (along with the print advertisement) are used and how (refer to p.3 42 of the textbook for a list of IMC mix elements)? Price (12 Percent) -What is the price of the product? How does this compare with the price of competitor’s products? What might differences in price compared to the competition suggest? -What type of pricing strategy (refer to pp. 258-263 of the textbook), or psychological pricing technique (refer to p. 273 of the textbook) appears to have been set for this product? Select one strategy or technique and justify your answer. -Discuss two factors (other than demand) that appear to influence the price for this product and justify your answer. Placement (12 Percent) -Is the product marketed via direct or indirect channels? Justify your answer. If channel intermediaries are used, what type(s) would they most likely use (refer to pp. 302-303 of the textbook)? -What kind of distribution intensity is used, and is it suitable for the product (refer to p. 313 of the textbook)? Justify your answer. -What type of retail outlet do they place their product in (refer to p. 315 of the textbook)? Discuss why they would place their product in those types of outlets. |
| Application of marketing theory and concepts for articulating recommendations, one of which focuses on improving CSR/sustainable aspects of the product’s marketing supported by academic and practical sources. | Innovative Recommendations (10 Percent) Having identified the stage of the product lifecycle of your product and analysed its marketing using theory and concepts, you are required to make two (2) recommendations for how innovation and creativity could be used to improve the marketing of the product. Recommendations may be based on any element of the marketing mix i.e. improving the product, pricing, promotion or placement of the product. *Note: One of the recommendations must be based on improving a sustainable aspect and/or improving the corporate social responsibility (CSR) of the product. Be sure to justify your recommendations in terms of why you consider they would be effective. For each recommendation: -How should the marketing of the product be changed? Describe how this would be done. Justify your choices using evidence based on your report findings and other marketing concepts if necessary. |
| Demonstrates consistent report progress by meeting key checkpoints in designated tutorials. | Completed attempt of report related checkpoint tasks in the following tutorial weeks (15 Percent): -Week 4 – Print advertisement selected and approved by your tutor and signature confirming understanding of the checkpoints process (3 points). -Week 6 – Completed attempt of workbook questions for the target audience section of your report (2 points). -Week 7 – Completed attempt of workbook questions for the product section of your report (2 points). -Week 9 – Completed attempt of workbook questions for the promotion section of your report (2 points). -Week 10 – Completed attempt of workbook questions for the price section of your report (2 points). -Week 11 – Completed attempt of workbook questions for the placement section of your report (2 points). -Week 12 – Completed attempt of workbook questions for the reccomendations section of your report (2 points). |
BUS105: TASK 3 REPORT – MARKING RUBRIC
This rubric provides information on what is required to gain a pass in this task, and what additionally is required to merit a higher mark.
First, read the criteria for a pass grade (50-64.5%), and then consider what additional behaviours you would need to demonstrate to gain a higher grade.
Student Name & ID Number:
| Assessment Criteria | 85 – 100% HD | 75 – 84.5% D | 65 – 74.5% C | 50 – 64.5% P | 0 – 49.5% F |
| Written communication and presentation skills using the guidelines in Summers and Smith (2014). | Professional report structure, format and presentation; communicates synthesised, well-justified ideas. | Report structure, format and presentation of a high standard; communicates detailed main ideas clearly and concisely. | References sources of information in text and/or in the reference list in the correct Harvard format; exhibits mostly English spelling and grammar errors; communicates the main ideas with logical flow. | References sources of information in text and/or in the reference list in mostly the correct Harvard format; follows basic report structure, format and presentation; exhibits some occurrences of English spelling and grammar errors; communicates most of the main ideas with reasonable logic. | In accordance with Summers and Smith (2014), the report: incorrectly references sources of information in text and/or in the reference list; exhibits inconsistent structure, format and presentation; contains numerous English grammar and spelling errors; inadequately communicates the main ideas logically. |
| Mark /12 | Comment: | ||||
| Identification of a physical product and discussion of company background, and main target market(s) based on marketing theory and concepts supported by credible academic and practical sources. | Offers insightful synthesis of the company background and develops rich profiles of the main target market(s). | Discusses various aspects of the company background and the target market(s) in detail supported by a variety of credible academic and practical sources. | Discusses various aspects of the company background and the major target market(s) and connects these to a credible marketing theory and a variety of concepts. | Identifies the major aspects of the company background and a target market(s) and connects these key aspects of a relevant marketing theory using credible academic and practical sources. | Identifies a physical product accompanied by isolated and/or insignificant details of the company with little or no use of marketing theory or credible sources. |
| Mark /15 | Comment: | ||||
| Understanding and application of marketing mix theory and concepts supported by credible academic and practical sources. | Provides a critical evaluation in the understanding and application of marketing mix theory and concepts. | Explains in detail a variety of components of marketing mix theory using many credible academic and practical sources. | Explains the key components of marketing mix theory using a variety of credible academic and practical sources. | Identifies key components of marketing mix theory and concepts including product, pricing, promotion and place, supported by essential credible academic and practical sources. | Identifies isolated aspects of marketing mix theory with little or no use of credible sources. |
| Mark /48 | Comment: | ||||
| Application of marketing theory and concepts for articulating recommendations, one of which focuses on improving CSR/sustainable aspects of the product’s marketing supported by academic and practical sources. | Makes creative and innovative marketing recommendations. | Detailed application of marketing theory and concepts in articulating the justification of recommendations, which are supported by a variety of credible academic and practical sources. | Discusses marketing theory and concepts for articulating feasible recommendations, which are connected to report findings including one focused on improving a sustainable and/or CSR aspect of the product’s marketing supported by a variety of academic and practical sources. | Makes recommendations, including one giving some due consideration to improving a sustainable and/or CSR aspect of the product’s marketing, supported by some key academic and practical sources. | Makes some or a limited number of unsupported recommendations. |
| Mark /10 | Comment: | ||||
| Demonstrates consistent report progress by meeting key checkpoints in designated tutorials. | Meets all tutorial checkpoints. | Meets most tutorial checkpoints, with a comprehensive level of completion. | Meets most tutorial checkpoints, with a moderate level of completion. | Meets a moderate number of the tutorial checkpoints, with a basic level of completion. | Meets less than half of the tutorial checkpoints, with a fragmented level of completion. |
| Mark /15 | Comment: | ||||
| General Comment: | TOTAL: /100 Weighted Mark /45 |
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