Principles of marketing/PMKT102/Assignment

Note:
 * 1) If you are completing this course for formal credit, you must complete and submit this assessment.
 * 2) You will need to retain a copy of this assessment, along with the assessment from PMKT101, for reference in the assessment for PMKY103 for candidates planning to take all three micro-courses for Principles of Marketing.

Part A: Prepare a market research report for a product or service (85%)
Select a product or service. If you have already completed Core foundations of successful marketing (PMKT101) you should use the same product you used for the assessment.

Prepare a marketing research report for the company directors.

Your report should contain the following: 2500 words maximum.
 * 1) Introduction: Include a description of the product and business.
 * 2) Customer behaviour and motivation: Assess customer behaviour for this product, their decision-making process, and what marketing channels would be used (B2B, B2C or both) to reach customers, in facilitating them to buy this product.
 * 3) Customer needs and preferences: Explain how you would conduct market research, on one (1) of the target markets that you previously identified for this product. Use the 4Ps to organise your research focus.
 * 4) Value propositions for a product life cycle: Examine how the value proposition changes throughout each product life cycle (PLC) stage for the target market previously identified.
 * 5) Conclusions and Recommendations: Having undertaken the market research what are your conclusions, and what will you recommend to the company directors?
 * 6) Bibliography (Use the APA reference style).

Part B: PMKT102 assessment reflection (15%)
500 words maximum.
 * 1) Review your answer in Part A above of this assessment.
 * 2) Describe the two most important things that you learnt from completing the assessment?
 * 3) * Think about WHAT you have learned but also HOW you learned it.
 * 4) * How did this new knowledge integrate with previous knowledge and experience, i.e. how does theory relate to practice?
 * 5) Identify two changes you would like to make given more time and explain how each suggested change improves your original version.

Support resources
If you are completing a learning reflection for the first time, you should consult the following resources from the Digital skills for online learning micro-course which forms part of the OERu's Learning in a Digital Age course.

How to prepare a learning reflection


 * 1) Purpose and stimulus resources
 * 2) Tasks
 * 3) Outputs

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: Prepare a marketing report for a product or service (85%)


Part B: Learning challenge reflection (15%)
