Assessment Title                    Individual Task – 1 (Online Quiz Tests)

Task Description

Due date
Online quiz 1 starts in week 4 (at 7:00 AM AEST Friday) and closes in week 5 (at 5:00 PM AEST Sunday) in Moodle.
Online quiz 2 starts in week 10 (at 7:00 AM AEST Friday) and closes in week 11 (at 5:00 PM AEST Sunday) in Moodle.

Chapters to be covered

Online quiz 1: All the chapters between week 1 and week 5.
Online quiz 2: All the chapters between week 6 and week 11.

Number of MCQs

50 questions will appear randomly in each test.

Weighting

20% (in two quiz tests).

Duration

70 minutes for each test.

Note: All times shown are in Australian Eastern Standard Time – you may need to adjust for your own time zones if completing the online test. The test can only be taken once, so do not open the test until you are ready to complete the entire test.

Important Advice

• You can get some sample quizzes on the unit Moodle site for exercises. Alternatively, publisher’s quizzes are located at www.pearson.com.au/mymarketinglab, provided you have bought the textbook.
• Responsibility for access, ISP, browsers, connection and the computer you use (irrespective of who owns it) remains with the student. Failure of equipment is not a ground for special consideration, extensions of tests or special arrangements. Use of computers/computer labs on university campuses does not absolve students of their responsibility for having reliable and continued access to the worldwide web.
• The unit coordinator will not open the quiz again for problems related to last minute attempts. Special consideration or arrangements will not be granted where the student attempts to complete the online tests WITHIN THE LAST 24 HOURS of the test and encounters problems that cannot be resolved before the expiry of the online tests. Extension of the deadline for submitting the quiz will only be considered as per the ‘Assessment of Coursework Procedure’ policy.
• Refer system access problems (e.g. MOODLE login or password issues) to the Client Service Centre at tasac@cqu.edu.au as early as possible.
• “My computer has frozen up during an online test – what do I do?” The first thing to do is “don’t panic”! Email the unit coordinator immediately for assistance identifying THE NATURE OF THE PROBLEM (WITH AN IMAGE, IF POSSIBLE), THE UNIT CODE, UNIT NAME, THE QUIZ NUMBER, YOUR FULL NAME, STUDENT NUMBER AND CAMPUS. Any omissions of this required information may delay a response.
• If a student requests a reset of their account and the Unit Coordinator agrees to that request, but subsequently the student does not complete the test within the deadline, it will be deemed that the test has not been completed and a score of zero will apply. Note that the determination of whether the online test result was affected by technical difficulties will be solely the prerogative of the Unit Coordinator. Simply doing poorly in a test and then asking for a reset will not be considered.

Assessment Criteria
Marking Criteria
Online marking. The online quiz tests aim to engage students with the conceptual understanding of the unit resources. You can get some sample quizzes on the unit Moodle site for exercises. You will be given 70 minutes ONLY for each test. The total score for the quiz is 20 marks, or 10 marks for each test.

2 Written Assessment

Assessment Title                                Individual Written Task – 2

Task Description
Individual Written Task – 2:

This assessment task requires you to analyze the “marketing and competitive environment” of a University brand (such as “CQUniversity” etc.) in Australia. Consider that you are a marketing manager of one such University in Australia. The analysis of the marketing and competitive environment should include (but is not limited to): background, market summary, and demand assessment, segmentation & target market, current marketing mix analysis [including current offer (product/service), distribution, promotion, and price], PEST analysis, competitor analysis of a close competitor/competing brand), SWOT analysis, and value & brand positioning analyses.

Notes:

• The word limit for this report is 1500, excluding abstract or executive summary and references.
• It is expected that the report will be based on research findings, including data and information from the Australian Bureau of Statistics, Austrade, relevant and authentic Websites, textbooks, recent (i.e., 2012-2017) and relevant journal papers, personal experience and observation.
• This report requires students to demonstrate an understanding of relevant concepts, theories, tools, and models covered up to week 5 (at a minimum level).
• You need to follow similar examples that are available in your textbook, Moodle site and/or on the Web.
• You are strongly suggested to attend the lecture, tutorial, and online discussion sessions.
• Each assessment must be uploaded as a .doc or .docx file (word file).
• The “Turnitin” matching rate must not exceed 30%. The unit coordinator in consultation with the Deputy Dean of Learning and Teaching (DDLT) will decide about the nature of a penalty for a greater than 30% matching rate.
• Please familiarize yourself with the policies, such as assessment extension, late submission penalty and the like.
• If you have any difficulty, please discuss this with your lecturer/tutor and unit coordinator.

Assessment Criteria

• Title page, table of contents and abstract: 2 marks
• Background: 4 marks
• Market summary and demand assessment: 4 marks
• Segmentation and target market: 4 marks
• Current marketing mix analyses: 4 marks
• PEST analyses: 4 marks
• Competitor analyses: 4 marks
• SWOT analyses: 4 marks
• Value and brand positioning analyses: 4 marks
• Conclusion: 2 marks
• Citation, language, format and references: 4 marks

3 Written Assessment

Assessment Title                               Individual Written Task – 3

Task Description
Individual Written Task – 3

This individual written task 3 is directly related to your mid-term assessment (i.e., individual written task 2). This final task is a summative assessment and a portfolio that builds upon the assessment task 2. Therefore, this final task requires your knowledge, skills, experience, and feedback that you learned from the assessment task 2. In fact, about 50% discussion of your written task 3 will be generated from the assessment task 2. However, please make sure that the “turnitin” matching rate is still less than 30%.

While the assessment task 2 asked you to analyze and prepare a report on ‘marketing and competitive environment of a University Brand’, the assessment task 3 requires you to prepare a marketing plan for 2018 for the same University Brand based on your analysis of ‘marketing and competitive environment of a University Brand’. The marketing plan should include (but is not limited to): executive summary, background, market summary and demand analysis, demography including segmentation & target market analysis, PEST analysis, competitor analysis including their aim,objective and marketing promotion analysis (write about a close competing brand), SWOT analysis, value & brand positioning analyses, proposed marketing aim and promotional objectives for 2018 with justification, marketing mix strategies, competitive strategies, media and budget allocation for 2018 with justification, expected outcomes and
conclusion, and finally, references.

Notes:

• The word limit for this report is 3000, excluding abstract or executive summary and references.
• It is expected that the report will be based on research findings, including data and information from the Australian Bureau of Statistics, Austrade, relevant and authentic Websites, textbooks, recent (i.e., 2012-2017) and relevant journal papers, personal experience and observation, and your formative assessment (i.e., individual written task 2).
• This report requires students to demonstrate an understanding of relevant concepts, theories, tools, and models discussed in this unit.
• You need to follow similar examples that are available in your textbook, Moodle site and/or on the Web.
• You are strongly suggested to attend the lecture, tutorial, and online discussion sessions.
• Each assessment must be uploaded as a .doc or .docx file (word file).
• The “Turnitin” matching rate must not exceed 30%. The unit coordinator in consultation with DDLT will decide about the nature of a penalty for a greater than 30% matching rate.
• Please familiarize yourself with the policies, such as assessment extension, late submission penalty and the like.
• Please cite and reference relevant data and information, where applicable. The examiners expect authentic citations/references for GDP data, per capita income, sales data, demographic data, market share and growth related data and the like.
• For data related to media and budget allocation, BCG matrix, industry – competitors’ sales/market share, product life cycle (PLC), market share and growth data, and the like can be hypothetically developed (if you do not find those). In these cases, simply write “source: assumed and prepared for this assignment task only”. Please remember that the data/info that is readily available on the Web or in other published resources cannot be ‘assumed’ for the purpose of this assessment task.
• If you have any difficulty, please discuss this with your lecturer/tutor and unit coordinator.

Assessment Criteria

• Title page, table of contents, executive summary: 3 marks
• Background: 2 marks
• Market and demand assessment, including demography, segmentation & target market analysis: 3 marks
• PEST analysis: 2 marks
• Competitor analysis including their aim, objective and marketing promotion analysis: 3 marks
• SWOT analysis: 2 marks
• Value & brand positioning analyses: 2 marks
• Marketing aim and promotional objectives for 2018: 4 marks
• Marketing mix strategies: 5 marks
• Competitive strategies: 5 marks
• Media and budget allocation for 2018: 5 marks
• Expected outcomes and conclusion: 2 marks
• Citation, language, format, and references: 2 marks