For this assessment task, students are to work individually to design a marketing project for a company of their choice in a given industry (i.e. Food industry, Fashion industry, Entertainment industry, Hospitality industry, Financial Service industry, Healthcare industry, etc.).
The design project is about proposing a new marketing idea or revised marketing offering which involves the implementation of one of the contemporary marketing issues that has been discussed in this subject.
The selection of the company/and product will need to be:
Readily and currently available in the Australian Market
Well-known brand and/or parent company – though does not to be
Has been recently advertised in the Australian Market
Has clearly identifiable and at least 4 competitors
Following is the recommended structure of the Design Report:
Table of Contents
Design Project Context – Cover the following:
An overview of relevant background information on the Company and selected Product/Service
A Marketing Environmental Analysis – identify and discuss the explicit Marketing Environmental factors that has impacted on the organisations’ competitiveness – Market (competition) and customer analysis including existing brand perceptions and target market characteristics
The Contemporary Marketing Issue that is to be implemented and why it is applicable (or why it was chosen)
Revised marketing offering – Outline specifically the new market offering – details of the recommended changes (from what to what) or what is to be introduced or executed differently.
The recommendations should include aspects of contemporary marketing strategy applicable and which were discussed during the subject weekly topics.
A clear positioning statement for the new market offering, i.e. how will it create differentiated value for a key target segment and what ‘position’ will it occupy in that segment. How will it beat the competition?
Where applicable (depending on the recommended change), this section should also include
The new Marketing Mix and/or new Promotional Mix
Any recommendations concerning branding, packaging,
labelling, brand/line extensions
Any execution/implementation details
The structure is report format. Hence, students are to avoid lengthy chucky paragraphs of narrative in favour of using sub-headings, tables, and bullet points. This formatting is encouraged as it will reduce the wordiness and increase the “readability” of the work.
As Marketing is a very visual discipline, it expected that there will be extensive visuals and images used to support and provide evidence for claims made.
The design project must demonstrate evidence of a detailed investigation with all claims and statements being supported by evidence from either industry/marketing practice and/or relevant marketing theoretical principles.
Students would be expected to undertake additional research to complete this assessment from academic text, journal articles, trade publications, industry research documents
Students are to cite a minimum of 6 independent and credible references (a good balance of industry and academic) for a paper of this nature and layout and presentation according to the APA referencing system.
Unofficial blogs, unauthorised biographies, promotional material and sensational content must be excluded from the research. Students are to also avoid using less-credible sources such as Wikipedia, UK Essays, Slideshare, prezi.com and other sites which are student- based content (assessments and/or powerpoint presentations)
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