Assessment 1 consists of FOUR (4) online quizzes with ten (10) questions in each quiz. Each quiz is a maximum 25 minutes in duration.

Your task in Assessment 1 is to complete all four online quizzes.

Instructions and advice

• This is an individual assessment (no groups).
• All four quizzes are attempted online through the unit Moodle site.
• Refer to the table below for quiz opening and closing times.
• Each quiz will address content from a relevant chapter of the prescribed textbook.
• Each quiz is worth a maximum 5% towards your overall grade (i.e. 4 quizzes x 5% = 20%).
• Each quiz consists of 10 questions and is a maximum 25 minutes in duration.
• Answer format will be a combination of multiple choice and true or false.
• There are no negative marks for incorrect answers.
• Quizzes can be found under the assessment block on the unit Moodle site.
• These are open book quizzes so you can have your textbook with you when doing each quiz.
• Each online quiz can only be attempted ONCE so do not open the quiz until you are ready to complete the entire quiz.
• Responsibility for access, Internet Service Provider, browsers, Internet connection and the computer you use remains with the student.
• Refer system access problems (e.g. Moodle login or password issues) to the Technology and Services Assistance Centre (tasac@cqu.edu.au) as soon as possible.
• Any problems during the quiz (e.g. screen has frozen) email the Unit Coordinator (k.radel@cqu.edu.au) as soon as possible identifying the unit, your full name, student number, campus and approximate time the problem occurred.
• Students are encouraged to provide their own timer and not rely on the computer.

Skills

• Quizzes will test marketing knowledge and understanding.

Assessment 1

• Each question is worth half a mark (0.5 marks).
• 10 questions per quiz x 0.5 marks x 4 quizzes.
• Total: Out of 20 marks.

Assessment 2 requires you to undertake a market opportunity analysis for a new product. You will present the market opportunity analysis as a portfolio. This portfolio should be 1500-2000 words maximum in length excluding the title page and reference list.

Your task in Assessment 2 is to choose ONE (1) of the options listed below and write a market opportunity analysis focusing on current Australian market conditions to determine market attractiveness for your product.

a) More Than A Pillow (viewed 16/10/2017),  https://www.kickstarter.com/projects/659916673/lets-make-this-more-than-pillow-talk-morethanapill?ref=home_featured

b) FitOn: World's 1st Blood Oxygen Saturation Smartwatch (viewed 16/10/2017), https://www.kickstarter.com/projects/567949755/fiton-worlds-1st-blood-oxygen-saturation-smartwatc?ref=popular

c) Waves Glasses - https://www.kickstarter.com/projects/1681836511/waves-glasses?ref=popular

c) A new product for the business/organisation you currently work for or the business/organisation you want to start up. If you choose this option, on-campus (internal) students will need to gain approval from your local lecturer/tutor. Off-campus (distance) students will need to contact the unit coordinator k.radel@cqu.edu.au for approval.

NB: The option you choose will also be used in Assessment 3.

You will need to address the following criteria:

1. Describe the new product chosen and current market conditions in Australia by examining relevant business trends, competitors, customer needs and other factors in the marketing environment that may affect consumer purchasing (research evidence is expected to help support your discussion);
2. Conduct a strengths, weaknesses, opportunities and threats (SWOT) analysis for your new product;
3. In general, explain your understanding of the nature and scope of marketing plus the marketing concept;
4. In general, explain your understanding of marketing research techniques and analysis, and how they are important to marketing decision-making; and
5. Differentiate between the marketing mix and the extended marketing mix.

Instructions

• This is an individual assessment (no groups).
• Submit your portfolio online through the unit Moodle site.

Your portfolio should contain the following:

• A single Word document (no PDF) that addresses each of the 5 criteria listed above plus a reference list showing use in-text of at least six (6) scholarly sources of information from a combination of academic journal articles, academic textbooks, trade journals and websites. Your prescribed textbook would be a seventh source of information.
• Use size 12 font with 1.5 line-spacing in this Word document.
• An appendices (this is compulsory) inserted at the end of the Word document that includes:
• Self-evaluation documenting your learning journey.
• Any other supporting items such as graphs, charts, tables and diagrams you deem suitable.

Skills

• A market opportunity analysis is widely used to determine market attractiveness.
• A portfolio is a collection of items documenting what and how you have learnt.
• This is a challenging assignment. It will provide you with the opportunity to undertake a significant piece of work
  with a practical commercial application.

Assessment 2

• Product description, current market conditions and analysis. Out of 11 marks.
• SWOT analysis. Out of 6 marks.
• Nature and scope of marketing plus the marketing concept . Out of 3 marks.
• Marketing research techniques and importance. Out of 2 marks.
• The marketing mix and extended marketing mix. Out of 2 marks.
• Citations and Reference list. Out of 3 marks.
• Self-evaluation. Out of 5 marks.
• Supporting items. Out of 5 marks.
• Spelling, grammar, and written presentation. Out of 3 marks.
• Total: Out of 40 marks.

Assessment 3 requires the submission of TWO items (i.e. one Word file and one PowerPoint file).

You are to write and make a presentation on marketing objectives, marketing strategy and action programs for the new product that you chose in Assessment 2. The written component should be 1500 words in length excluding the title page and reference list. The presentation component will be delivered using PowerPoint format.

On-campus (internal) students will be required to present their powerpoint presentation in classes during weeks 11 and 12 of the term. Your local tutors will schedule your presentations during these 2 tutorial sessions.

Distance students are required to provide a voice-over presentation with/embedded within your powerpoint slides. 

In both cases (internal or distance students), the powerpoint presentations are limited to 5 slides and the oral presentation or voice-over is to be no longer than 5 minutes in duration.

TASK:

Assume that the new product chosen in Assessment 2 is viable for market entry into Australia. The decision has now been made by senior management to launch this new product into Australia sometime in 2018.

Your task in Assessment 3 is to prepare marketing objectives, marketing strategy and action programs for the first six months from product launch.

You will need to address the following criteria:

1. Propose and justify three (3) marketing objectives you think are achievable within the first six months of product launch (e.g. sales targets, product awareness, customer retention and satisfaction, brand management);
2. Justify the preferred market segments, targeted customers, and intended positioning;
3. Propose and justify marketing strategy for two (2) of the 4Ps (i.e. product or pricing strategy plus placement or promotion strategy); and
4. Propose action programs for the first six months of product launch to achieve stated marketing objectives.

Instructions

• This is an individual assessment (no groups).
• Submit both your written component and presentation component online through the unit Moodle site.

Your written component should contain the following:

• A single Word document (no PDF) that addresses each of the 4 criteria listed above plus a reference list showing use in-text of at least six (6) scholarly sources of information from a combination of academic journal articles, academic textbooks, trade journals and websites. Your prescribed textbook would be a seventh source of information.
• Use size 12 font with 1.5 line-spacing in this Word document.

Your presentation component should contain the following:

• A summary only of key information in your written Word document.
• The format will be PowerPoint with either oral presentation or voice-over (no word limit) but limited to a maximum 5 slides and a maximum 5 minutes in duration.

Skills

• The written component consisting of the marketing objectives, marketing strategy and action programs are all integral elements of a marketing plan.
• Using PowerPoint with an oral presentation or voice-over enhances professionalism and helps keep the viewer's focus during presentations.
• This is a challenging assignment. It will provide you with the opportunity to undertake a significant piece of work with a practical commercial application.
  

Assessment 3

• Three marketing objectives. Out of 3 marks.
• Market segmentation, targeted customers and intended positioning. Out of 5 marks.
• Product or pricing strategy. Out of 7 marks.
• Placement or promotion strategy. Out of 7 marks.
• Action programs. Out of 2 marks.
• Citations and Reference list. Out of 3 marks.
• Spelling, grammar and written presentation. Out of 3 marks.
• PowerPoint meets specified requirements. Out of 5 marks.
• Voice-over is clear and fluent. Out of 5 marks.
• Total: Out of 40 marks.