Assessment Guide
MKTG600 Managerial Marketing, Sem. 2, 2021
Assessment number 1
Analytical Report (individual)
Weighting: 25%
Why this assessment?

What are the types of employability skills that I will acquire upon completion of this assessment?

Assessment Overview:
The purpose of this assignment is for students to understand the role of environmental analysis in setting the marketing mix of a real-world Australian consumer goods company. They need to analyse and demonstrate how the environmental forces shape the marketing manager’s decisions about the marketing mix. Students will report their findings in a 1500-word analytical report.  The report has to also consider social and environmental responsibility initiatives of the company and how these contribute to the common good. This assessment will require students to draw on concepts, analytical frameworks and marketing tools discussed in workshops 1-5 in their investigation. 

Due date: 27 Aug 2021, 11 pm (week 5)
Weighting: 25%
Length and/or format: 1500 words
Learning outcomes assessed LO1 Analyse marketing concepts, principles and frameworks in a range of marketing contexts (GA5, GA4) 
LO2  Examine social and environmental responsibility, and legal challenges for entrepreneurial marketing practice in a range of scenarios (GA2, GA5)
Graduate attributes assessed GA2 Recognise their responsibility to the common good, the environment and society
GA4 Think critically and reflectively  
GA5 Demonstrate values, knowledge, skills and attitudes appropriate to the discipline and/or profession  
How to submit: LEO/TURNITIN
Return of assignment: LEO TURNITIN 2 weeks after submission
Assessment criteria: Rubric: see end of document

Context
The Marketing Director of the company by which you have recently been employed as a Product Manager has asked you to prepare a written analysis of the environmental forces affecting your industry and how they will impact on the marketing program for the product you are managing. You need to analyse the macroenvironmental and industry forces, as well as the latest trends in consumer behaviour. The analysis will influence the decisions on how to create a successful marketing mix for your product.
Instructions
The first thing to do is to select a brand of Australian wine, from the range of brands available on the market.
Next, collect information from media, company reports, trade and industry publications and journal articles about the marketing mix the company is using to market this brand.
Once you have done this, examine the current environments within which the company operates. This includes macroenvironmental analysis, industry and competitor analysis and consumer behaviour analysis.
Now analyse how the specific environmental forces are shaping the marketing mix for this product. For example, you may identify that due to Covid-19 the economic demand for certain products have significantly declined or increased. Some industries such as airlines, hotel services and tourist attractions in Australia have been severely affected, and currently sell well below their regular prices, due to lack of demand. This is just one example of the impact of environmental forces. Other forces may also be having strong influence on your product category. The important thing is to show that you understand the cause-and-effect relationship between environmental forces and companies’ marketing strategies, manifested by their marketing programs (i.e.,marketing mixes). Please, provide convincing and informed by Managerial Marketing justification for the use of specific elements of the marketing mix, and show the dependencies between these and the environmental forces, you have analysed.
The material we cover in class will support your effort in developing this assignment. Please, use the lecture notes and the multiple other resources (articles, videos, examples, reports, book chapters, etc), available in each week’s LEO section. You need to supplement these with your own focused search for literature in the theoretical and industry domain. Use the business databases in ACU’s electronic library to identify suitable articles in marketing journals. Please, ensure the sources you use are up-to-date and published in the last 3-4 years. Academic articles should come from peer-reviewed and highly ranked (A* and A) marketing journals. Industry and trade publications can also provide valuable insight, just make sure you they are good quality and not just random www sites.

Structure
I Cover page, including your name, SID and course, semester and date, unit name and code.

II Table of contents, including page numbers of the sections.

III Executive summary describing the aim of the report and summarising the key conclusions of the report. Note, that while the Executive Summary is placed in the beginning of the report, it is written last, after all other sections have been completed (100 words)
IV Environmental analysis (500 words)
1.Macroenvironmental analysis, organised as PESTEL analysis (Note: analyse only the factors that have real importance for the industry in which the company operates);

2.Industry analysis, including industry life cycle, industry structure, competitors analysis;

3.Consumer analysis

V Using your findings from point IV above analyse how the macroenvironment, industry environment and consumer behaviour forces impact on marketing managers’ decisions about the specific marketing mix of the examined product. Demonstrate how each of the important factors in the 3 different environments affects the product, price, place and promotion decisions of the product (650 words)

VI Examine the environmental drivers of social and environmental responsibility initiatives the company has undertaken, and how these initiatives contribute to the common good. Consideration of any specific legal challenges that recent innovative additions to the product range may have faced should also be investigated and analysed, if found applicable (200 words)

VII Conclusion (50 words)

VIII Reference List

IX Appendices (if any). Please include here any information that you consider interesting and insightful, but cannot be fitted in the body of the assignment.

Formatting requirements

This assignment should be formatted as a business report with numbered headings and subheadings.
Please use font 12 and 1.5 “ spacing between the lines, and 2 cm margins on all sides of the page.
The pages should be numbered.
The exact wordcount should be typed at the end of the report.
How do I submit?
Please, submit your assignment in the provided submission facility in LEO/TURNITIN
Submission electronically using LEO/Turnitin.
Please ensure you save a copy of your document before submitting it.
You must keep a backup copy of every assignment you submit, until the marked assignment has been returned to you. In the unlikely event that one of your assignments is misplaced, you will need to submit your backup copy.
Please, submit one day before the due date to ensure potential issues with similarity can be fixed and the paper resubmitted on time
Checklist for students to submit along with their assignment
My submitted assignment report is within the specified word limit ☐
I have included references using specified referencing style ☐
I have correctly cited all my sources and references ☐
I have formatted my report as per the specifications ☐
I have checked my Turnitin report to ensure the similarity report is acceptable and explainable ☐
I will be able to supply the process output, if required by my lecturer to prove this my own work (e.g., screen dump of my search and retrieval of journal articles, etc.) ☐
I have completed proof reading and checked for spelling and grammar ☐
I have submitted my work before the due date/time ☐

Some Helpful Websites and Resources

https://www.researchgate.net/publication/325546150_WRITING_RESEARCH_REPORT
https://www.professionalacademy.com/cim-marketing-courses/marketing-theories
https://www.marketing91.com/marketing-and-strategy-models-and-concepts/

Ten Marketing Theories Writers Should Know

Who can help me?
Academic skills Unit (ASU)
Your Lecturer: Dr Ralitza Bell; ralitza.bell@acu.edu.au
I’m having problems
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Referencing
All referencing should be in ACU Harvard style; however if you are coming from another faculty, you may choose to use your usual referencing style. If this is the case you must indicate at the top of your reference list what referencing style you are using (e.g. APA, MLA, Chicago, etc).
Please ensure your assignment makes use of in-text citations and a reference list. Missing citations or references is equivalent to plagiarism.
Criteria
The full criteria is compiled in a rubric, which can be found on the following page/s.

Rubric for [insert assessment item title and weighting]
Relevant LO/GAs Criterion (related to a single GA from the related LO – one GA per criterion Does not meet expectations Meets expectations Exceeds expectations
NN PA CR DI HD
LO1
GA5
TL = 5
LS = A
Weight: 4 marks Ability to identify and elaborate on the marketing mix of a real-life Australian company

Inability, or poor ability to identify and elaborate on the marketing mix of a real-life Australian company Fair ability to identify and elaborate on the marketing mix of a real-life Australian company
Credible ability to identify and elaborate on the marketing mix of a real-life Australian company Distinctive ability to identify and elaborate on the marketing mix of a real-life Australian company
Highly distinctive ability to identify and elaborate on the marketing mix of a real-life Australian company

LO1
GA4
TL = 5
LS =A
Weight: 8 Marks Critical analysis and evaluation of the impact of current macro-environmental forces, using PESTEL, on developing the marketing mix No or weak critical analysis and evaluation of the impact of current macro-environmental forces, using PESTEL, on developing the marketing mix Fair critical analysis and evaluation of the impact of current macro-environmental forces, using PESTEL, on developing the marketing mix Credible critical analysis and evaluation of the impact of current macro-environmental forces, using PESTEL, on developing the marketing mix Distinctive critical analysis and evaluation of the impact of current macro-environmental forces, using PESTEL, on developing the marketing mix Highly distinctive critical analysis and evaluation of the impact of current macro-environmental forces, using PESTEL, on developing the marketing mix
LO1
GA5
TL = 5
LS =A

Weight: 8 Marks Critical analysis and evaluation of the impact of current environmental forces on developing the marketing mix, using:
Industry structure and lifecycle analysis
Competitor analysis
Customer Analysis Unable to provide a critical analysis and evaluation of the impact of current environmental forces on developing the marketing mix, using:
Industry structure and lifecycle analysis
Competitor analysis
Customer Analysis Fair critical analysis and evaluation of the impact of current environmental forces on developing the marketing mix, using:
Industry structure and lifecycle analysis
Competitor analysis
Customer Analysis Credible critical analysis and evaluation of the impact of current environmental forces on developing the marketing mix, using:
Industry structure and lifecycle analysis
Competitor analysis
Customer Analysis Distinctive critical analysis and evaluation of the impact of current environmental forces on developing the marketing mix, using:
Industry structure and lifecycle analysis
Competitor analysis
Customer Analysis Highly distinctive critical analysis and evaluation of the impact of current environmental forces on developing the marketing mix, using:
Industry structure and lifecycle analysis
Competitor analysis
Customer Analysis
LO2
GA2
TL = 3
LS = D
Weight: 5 Marks Examine social, environmental, and legal responsibility initiatives of the company and how these initiatives my contribute to the common good Unable to examine social, environmental, and legal responsibility initiatives of the company and how these initiatives my contribute to the common good Fair examination of social, environmental, and legal responsibility initiatives of the company and how these initiatives my contribute to the common good Good examination of social, environmental, and legal responsibility initiatives of the company and how these initiatives my contribute to the common good Very good examination of social, environmental, and legal responsibility initiatives of the company and how these initiatives my contribute to the common good Highly distinctive examination of social, environmental, and legal responsibility initiatives of the company and how these initiatives my contribute to the common good