BUMKT5902 Marketing Management

Assessment Criteria Sheets
BUMKT5902 Marketing Management
Assessment 2 – Marketing Strategy
Part A Report and Part B Presentation
This document contains the details for Assessment 2 for BUMKT5902 Marketing Management. Included are
aspects such as:

You should read this in conjunction with the Course Description, which contains other pertinent information
on submission, etc. It is your responsibility to fully acquaint yourself with these requirements. If you are not
clear on any aspect, please speak with your lecturer who will be happy to clarify any questions.
Overview of the Assignment
You are required to demonstrate your understanding of marketing theory as it relates to a real world setting.
For assessment 2, Part A and B, you are required to prepare a marketing strategy for a business you are
familiar with, or a business you work for, or an entrepreneurial ‘side hustle’ you might have started.
 Part A – Report
To complete Part A – you need to carry out background research, compile a situational analysis and use
this information to help you identify a new product line that the company will launch. The new product
should be aligned with the company image and existing offerings. The remainder of the assignment is
designed to explain how the new product is going to be sold.
Using marketing theory, academic research and industry research among others, you will identify how the
market will be segmented, and how the product will be both targeted and positioned to the target market.
Following this, the product will be explained in the context of the 4 Ps (product, price place, and promotion)
also using marketing theory and research to justify the suggestions being made.
Report length:
If you decide to complete this assessment individually, your word count is 1200 words maximum. For an
assessment of this length, we would expect to see a minimum of 8 academic references used.
If you decided to complete this assessment in a group of 2-3 people, your word count is 3,000 words
maximum. For an assignment of this size, we would expect to see a minimum of 20 academic references
used.
It is important to remember that this assessment requires you to demonstrate your understanding of
marketing theory as it relates to a real world setting. This means you will perform better in the assignment if
you are able to integrate marketing theory into your anlaysis and use academic theory to justify your
proposals, strategies and recommendations.
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Report Structure
Use the following structure to organise your report:
Title page
Executive Summary
Table of Contents
1.0 Introduction
2.0 Company Introduction and Brief Industry Overview
3.0 Environmental marketing analysis
4.0 SWOT Summary
5.0 Overview of proposed product
6.0 Segmentation, Targeting & Positioning
6.1 Segmentation
6.2 Targeting
6.3 Positioning
7.0 Recommended Marketing Mix
7.1 Product
7.2 Price
7.3 Place
7.4 Promotion
8.0 Conclusion
References
Appendices (if applicable)
General Formatting Requirements for the Report
For those students who are unfamiliar or do not feel confident with academic writing, there are many sources
on the Federation University and Library websites. The formatting of assignments should adhere to the
following requirements: