For this assessment, each student will be analysing one news article for submission. The emphasis is on identifying the marketing implications for the events or incidents described in the article. Students are required to choose ONE of the news articles (from the list on Moodle) that focuses on one of the United Nations Sustainable Development Goals (UNSDGs) and write marketing implications of the news. Exercises that will run during workshops in weeks 1 and 2 are designed to discuss how to analyse the sample news articles that focuses on UNSDGs. Specific questions that students need to answer include:

(1) Which of the UNSDGs does the new article relate to?  

(2) Who are the important stakeholders?  

(3) What potential marketing issues can be identified from the article?  

(4) How would you respond to these issues and why? Students are required to include a minimum of 5 references in their submission.

(5) Reflect on what you have learned from this assessment and consider how your learning could be applied in the future.

This is an individual assessment with a maximum word limit of 1000 words.  Only references used in your text should be included in your reference list. The references should consist of your textbook, plus at least another four references from other published academic and research papers and textbooks to support your key points. Ensure that your references are relevant to the issues discussed. Referencing should follow the APA style. 

Any assessment with a ‘Turnitin’ score of more than 25% will be checked by the marker and unit coordinator for potential plagiarism issues although it may not necessarily mean that you have plagiarised. If there is a substantial similarity score in the ‘Turnitin’ report, your assessment could be forwarded to an appropriate office/authority. 

Following is the list of three articles for this assessment that can be found on the Moodle page. You only need to choose one article. Choosing a different article than the ones listed below can result in no mark given for the assessment. 

List of articles (available in the unit’s Moodle page):

1. Tool makes cut for cancer
2. Stand up for your bubs
3. Tired ambo in crash horror

• Identification of the appropriate UNSDG from the article (10%)
• Identification of the important stakeholders (20%)
• Identifying potential marketing issues and responses to these issues (40%)
• Self reflection (10%)
• Writing style (i.e. spelling, grammar, etc.) (10%)
• Referencing (10%)

Assessment 2 requires students to work in groups of four on the selected company ‘Orange Sky Australia’ (https://orangesky.org.au/) to prepare a comprehensive marketing audit for the company.

The aim of this assessment is to conduct a systematic, comprehensive and objective analysis of the marketing activities undertaken by the chosen company.

In addition, you are also required to:

1. Provide at least three (3) recommendations for the company.
2. Reflect on what you have learned and how it could be applied in the future.

The marketing audit report should be no more than 2000 words in length excluding the executive summary, table of contents, tables, charts/graphs, the reference list and appendices. The written report is worth 30%. Groups are required to present only the comprehensive executive summary during the week 9 workshops with any final presentations concluding in week 10. The presentation is worth 10% and should comprise of 5 slides plus the title slide and be no longer than 5 minutes in duration.

Your assessment should show an application of relevant marketing concepts, theories, and analytic tools learnt in the unit. The mark for this assessment will depend primarily on presenting appropriate and supporting evidence and on the ability to critically write and present the marketing audit report. You are strongly encouraged to use the Academic Learning Centre (ALC) facilities to assist you in preparing professional report and presentation.

Changing groups without informing the teaching team members will result in substantial delay and erroneous mark allocation to group members. A penalty of 10% will be applied to students who change groups without notifying the teaching team. This is in line with the Assessment Policy and Procedure 4.11 section f) which clearly states assessment specifications (maximum length, presentation format, etc.) and any penalties for not complying with the specifications.

The presentation of the comprehensive executive summary will require students to discuss an overview of the following sections of the marketing audit: 

• Situation analysis;
• Segmentation, targeting and positioning (STP);
• Analysis of the marketing mix strategy used by the company; and
• Recommendations.

It is recommended that the first student within the group present the situation analysis section, the second student in the group present the STP, the third student present the marketing mix strategy section, and the fourth student present the recommendations. Please note that the presentation must end with the recommendation section. 

Each group will have maximum of 5 minutes to present with a maximum of 5 slides (excluding the title slide). It is up to each group to rehearse and manage the time limit for the presentation. Remember to cover only the main points of the report and not everything that is in the written report. The markers will stop the presentation at 5 minutes even if the group has not completed the entire presentation.

The same mark will be applied to all group members. 

Presentations will start in Week 9 and is expected that all groups are ready to present in Week 9. 

For all students: if you are unable to attend and do not let your Workshop Leader and Unit Coordinator know in advance or do not have a medical certificate or a sufficient reason why you were not present, you will receive a zero mark for your presentation.

The preparation for this assessment involves extensive research and each group will need to start working on this assessment as early as possible. Both the marketing audit report and the associated PowerPoint slides will need to be uploaded in Moodle under the “Assessment 2” submission link by the due date. 

Any assessment with a ‘Turnitin’ score of more than 25% will be checked by the marker and unit coordinator for potential plagiarism issues although it may not necessarily mean that you have plagiarised. If there is a substantial similarity score in the ‘Turnitin’ report, your assessment could be forwarded to an appropriate office/authority.

• Executive summary (3%)
• Introduction to the report (2%)
• Situation analysis (20%)
• Discussion of segmentation, targeting and positioning (STP) (20%)
• Marketing mix strategy used by the company (30%)
• Recommendations and group reflection (10%)
• Mechanics (report format and writing style) (3%)
• Presentation (10%)
• Referencing format (2%)

This online exercise comprises of answering two questions for a randomly assigned newspaper article. Students need to answer both questions. All questions are worth 10 marks each. Answer format will be in short-answer format to be answered within the allocated space that follows the questions in Moodle. The two questions students will need to address are:

1. What is the marketing issue within this article?
2. Using the 4Ps of marketing, how would you respond to the marketing issue you identified in question 1 and why?

This online exercise should be completed individually (no groups). The online exercise will be available in Moodle from 9.00am AEST on Wednesday January 29th, 2025, to 9:00am AEST on Wednesday February 5th, 2025. Students need to complete this online exercise in one sitting. Students cannot exit and re-enter the Moodle site once the exercise starts. The online exercise will log students out as soon as the maximum time allowance of 2 hours has been reached.

Please note that the 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 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.

• Reflective analysis: appropriately identifying the potential marketing issues (40%)
• Reflective analysis: using the 4Ps of marketing developing an appropriate response to the marketing issues identified (40%)
• Writing style (i.e. spelling, grammar, etc.) (20%)