Principles of marketing/PMKT103/Assignment

Level 5 / 1st year University course assessment

Summary:	Demonstrate your understanding of launching products and generating market demand.
	3 hours

Assessed learning outcomes: (1) Apply marketing concepts and processes to develop a product brand for the promotion of a product or service taking into account distribution channels, cost effective promotion tools and digital marketing. (2) Design a marketing plan for a product or service and justify improvements to early drafts.

Note:

1. If you are completing this course for formal credit, you must complete and submit this assessment.

Preknowledge

This is a cumulative assessment which incorporates the design of a full marketing plan for a product or service. In addition to developing a product brand, it also requires the ability to:

• Apply marketing concepts and processes to develop a rationale for an optimal marketing mix of a product or service, taking market segments, positioning and product life cycle into account. (Core foundations of successful marketing (PMKT101).)
• Apply marketing concepts and processes to research and develop a value proposition for a product or service taking into account customer behaviour, motivation, needs and preferences for the product life cycle. (Market research and customer insights (PMKT102).)

We recommend that learners consider completing the assessments for PMKT101 and PMKT102 before completing this assessment for PMKT103. As an experienced marketing professional you may have the experience to prepare a full marketing plan and you are welcome to submit your assessment. However, if you are planning to achieve transcript credit for the OERu's full Principles of Marketing course, you will need to successfully complete the assessments for PMKT101 and PMKT102 micro-courses in addition to this assessment for PMKT103 before qualifying for transcript credit.

Part A: Prepare a "Product launch" section for a product (70%)

Using the same product that you selected for the previous assignments in PMKT101 and PMKT102, prepare a marketing research section which will be incorporated into Part B below.

Your report should contain the following:

1. Product branding and distribution channels:
2. Leveraging promotion tools and tactics:
3. The power of digital marketing:
4. Conclusions and recommendations:
5. Bibliography

2500 words maximum.

Part B: Complete a marketing report (30%)

1. Prepare a full marketing report for presentation to a company board of directors.
2. Incorporate the assignments from PMKT101 and PMKT102 into the report.
3. Make any changes you feel necessary to unify the separate parts into one report.
4. Structure the new report to include these main sections. Add subsections as required.
   • Title page
   • Executive summary
   • Table of contents
   • Introduction
   • Marketing Mix
     • The 4Ps
     • Segmentation, Targeting and Positioning Strategy
     • Conclusions and Recommendations
   • Market research and customer insights
     • Customer behaviour and motivation
     • Customer needs and preferences
     • Value propositions for a product life cycle
     • Conclusions and Recommendations
   • Product launch
     • Product branding and distribution
     • Promotion tools and tactics
     • Digital marketing
     • Conclusions and Recommendations
5. Bibliography

Marking Rubric

Use the rubric below to give yourself an idea of how well you have completed the assessment.

This is the same rubric that will be used to mark your assessment if you choose to be formally assessed.

Part A: Product launch section (70%)

Criteria	C	B	A	Weighting
Purpose, objective(s) and discussion	The purpose and objective of the section are vague, and the section barely addresses the objective(s). Discussion provides some justification and explanation but is at times muddled and unclear.	The purpose and objective of the section are clear, and the section addresses the objective(s). Discussion provides justification and explanation leading , but this is not always clear to the reader.	The purpose and objective of the section are clear, and the section addresses the objective(s) in a focused and logical manner. Discussion provides justification and explanation, and is clear and logical.	10%
Product branding and distribution	Aspects of product branding, target market(s), distribution channels and the product life cycle were missing or not fully explained.	Product branding, target market(s), distribution channels and the product life cycle were explained but lacked clarity.	Product branding, target market(s), distribution channels and the product life cycle were clearly and fully explained.	25%
Promotion tools and tactics	Advantages and disadvantages of various marketing communications and promotion techniques, and the best distribution channels throughout the product life cycle were missing or not fully explained.	Advantages and disadvantages of various marketing communications and promotion techniques, and the best distribution channels throughout the product life cycle were explained but lacked clarity.	Advantages and disadvantages of various marketing communications and promotion techniques, and the best distribution channels throughout the product life cycle were clearly and fully explained.	25%
Digital marketing	The advantages and disadvantages of digital marketing approaches and tools to use throughout the product life cycle were missing or not fully explained.	The advantages and disadvantages of digital marketing approaches and tools to use throughout the product life cycle were explained but lacked clarity.	The advantages and disadvantages of digital marketing approaches and tools to use throughout the product life cycle were clearly and fully explained.	25%
Conclusions and recommendations	Conclusions are relevant and portray most of the key points of the document. Recommendations are specific action-oriented suggestions, oriented to the business being discussed. Conclusions/Recommendations flow logically from the document but the logic may not always be clear. Presentation lacks clarity and format is muddled.	Conclusions are relevant and portray the key points of the document. Recommendations are specific action-oriented suggestions, oriented to the business being discussed. Conclusions/Recommendations flow logically from the document but the logic may not always be clear. They are presented in a clear, itemised format.	Conclusions are relevant and accurately portray the key points of the document. Recommendations are specific action-oriented suggestions, oriented to the business being discussed, and organised in a relevant manner. Conclusions/recommendations flow logically from the document in a manner which is evident to the reader. They are presented in a clear, itemised format.	15%

Part B: Complete the full report (30%)

Criteria	C	B	A	Weighting
Clarity and technical presentation Format, spelling, grammar etc.	Structure is unclear, lots of grammatical and spelling errors.	Adequate structure, some grammatical and spelling errors.	Very clear structure, accurate grammar and spelling.	5%
Professional style White space, headings, font choice etc.	The report is not professional in its appearance. Would not be acceptable for presentation to a board of directors.	The report is adequately professional in its appearance. Would be acceptable for presentation to a board of directors.	The report is very professional in its appearance. Would be acceptable for presentation to a board of directors.	5%
Report flow	The sections of the report do not flow together. Does not read like one report. Requires considerable rewriting to unify into one report.	The sections of the report flow together. Reads like one report with some rewriting required in a few areas to unify into one report.	The sections of the report flow together. Reads like one report with no rewriting required to unify into one report.	5%