Task Description
Maximum length: 1600 words
This assessment looks at cause-related marketing which supports a cause, or social marketing that furthers a cause.
You are to critically examine and compare the RSPCA Adopt a pet campaign reviewed at https://www.rspca.org.au/adopt-pet
AND
the WWF Adopt an animal reviewed at https://donate.wwf.org.au/campaigns/donate/
Task:
Your task is to critically analyse both websites for information about the 4Ps of marketing.
Product – define the term and explain what the core benefit, the expected product and augmented product are for a customer;
Price – define the term and determine the initial cost and what is the ongoing cost for a customer;
Place/distribution – define the term and describe where can you obtain the product and how easy would it be for you as a customer to make a purchase;
Promotion – define the term and explain what messages are being sent to potential customers and what types of messages are these;
Based on the information and analysis you have completed, justify who is the target market for each campaign and explain if you fit within that target market.
This assessment will be a good step towards helping you for Assessment 3 where you will use the 4Ps to come up with your own cause-related or social marketing campaign.
Assessment Due Date Week 5 Friday (16-Dec-2016) 02:00 PM AEST
Return Date to Students Week 7 Friday (06-Jan-2017)
Weighting 40%
Assessment Criteria
Criterion Mark
Introduction to assessment and description of organisations and products 4
Product Definition, Core benefit, Expected product, Augmented product 8
Price Definition, initial cost, ongoing cost 6
Place/distribution Definition, where can you obtain the product, how easy to purchase the product 6
Promotion Definition, Messages sent to potential customers, Types of messages sent 6
Justify who is the target market, Explain if you fit within that target market. 4
Conclusion 2
References both in-text and in reference list are correct and all included 4
Total 40
Referencing Style American Psychological Association (APA)
Submission Online
Find the upload link in the couse Moodle site.
Learning Outcomes Assessed
This section can be expanded to view the assessed learning outcomes
1. critically understand and assess the key role of marketing management in the business environment
2. explain and outline the strategic marketing process
3. demonstrate critical thinking about the marketing environment and appraise marketing opportunities
4. formulate and support a customer-driven marketing strategy
5. develop, effectively communicate and evaluate a comprehensive marketing plan and program
6. evaluate and apply the concept of responsible marketing.
Graduate Attributes
This section can be expanded to view the assessed graduate attributes
1. Knowledge
2. Communication
3. Cognitive, technical and creative skills
4. Research
5. Self-management
6. Ethical and Professional Responsibility
7. Leadership
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