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Assessment Title Assessment
Type Element Link Score
out of Min Score required for competency Weighted % of overall grade Due
Session
Week
1
Assessment 1
Develop a Marketing Strategy
Written Marketing Plan 1.1 – 4.1 150 105 50% Week 7
2
Assessment 2
2A Report /50
2B The Pitch /50
Written Report
Verbal pitch with graphics
4.1-6.3
3.1-3.5 100 70 50% Week 16
Week 15
Graded Marking Guide:
A Competency achieved to an outstanding level 90 – 100 % N Not yet assessed as being competent 0 – 69 %
B Competency achieved to a superior level 80 – 89 %
C Competency achieved to a satisfactory level 70 – 79 % PC Passed competent (not graded)
All Assessment items must be completed satisfactorily to be deemed competent in each unit of competency regardless of the overall weighted %.
It is the student’s responsibility to confirm their results for each assessment, refer to Grades outcome in Moodle Subject site or teacher/facilitator.
Should a resubmission be required of any assessment, all resubmission must be completed by date specified by teacher/facilitator. Non-Compliance will result in a mark of N and student may be required to re-enroll in the subject next semester.
Assessment Details
Assessment 1 Develop a Marketing Strategy
Procedure Instruction:
Instructions:
Complete the Marketing Plan template provided and format (the link is on Moodle and in your subject outline) it to match other documents being collated to present in your BID documentation.
Submission / presentation details:
Length / Word Limit: Due week 8
PDF and Upload.
Referencing:
Refer to Student guidelines in Student Handbook
List of suggested reading and references:
Refer to the weekly schedule document, Subject Outline Marketing an Event. Look at all weekly links given.
Criteria Excellent
5/10 points Good
4.2 /8.5 points Competent
3.5/7 points Not Competent
0 points
Vision Statement
2 sentences max
5 Statement generated excitement, was brief, provided an overview of the event, and outlined main points. Statement was brief, provided an overview of the event, and outlined main points. Statement was brief, provided an overview of the event, and outlined some main points. Statement was brief and provided only an overview of the event OR an outline of main points.
Goals and objectives
2 sentences max
5 Stated 2 goals and 2 objectives for each goal and they are well connected Stated 2 goals and 1 objective for each goal and they are well connected Stated 1 goal and 1 objective for each goal and they are well connected Stated goal and 1 objective for each goal and / or they are poorly connected
Target Market
One sentence for each target market
5 Overall statement which summarizes all target markets you want to reach and why this target market will attend your event Overall statement which summarizes some of your target markets and why this target market will attend your event but has Overall statement which summarizes which target markets you want to reach and why this target market will attend your event but has 1 error of judgment Overall statement which summarizes which target markets you want to reach and why this target market will attend your event but has 2 or more errors of judgment
Marketing Strategy
This answer should briefly summarize your answers under the main Market section.
5
3 sentences maximum Summarizes 3 plans to attract customers and why you believe these methods will work for you. Your conclusions are sound. Summarizes 2 plans to attract customers and why you believe these methods will work for you. Your conclusions are sound. Summarizes 1 plan to attract customers and why you believe this method will work for you. Your conclusions are sound. Summarizes 1 or more plans to attract customers and why you believe these methods will work for you, but the conclusions are erroneous.
SWOT Analysis
10 A thorough SWOT analysis is provided, based on the preceding analysis. Reasoning for each item in the SWOT is provided and logical. Strengths and weaknesses are clearly internal factors, and opportunities and threats are clearly external factors.
Nothing vital has been overlooked. Error free. SWOT analysis is provided, but there are some missing points from preceding analyses. However the reasoning for each item is always thoroughly provided and/or logical. One or two strengths/weaknesses are nominated as external, or one-two opportunities/threats are nominated internal. However there is one vital piece of info missing SWOT analysis is provided, but there are some missing points from preceding analyses. However the reasoning regarding one item is not provided and/or logical. One or two strengths/weaknesses are external, or one-two opportunities/threats are internal. However there are two vital pieces of info missing SWOT analysis is provided, but there are at more than six missing points from preceding analyses. There is no reasoning provided for the items. More than two strengths/weaknesses or opportunities/threats are inappropriate.
However there are several vital pieces of info missing
Product/services
(Product/services = your event)
1 Sentence only
5 One solid sentence, which encapsulates the inspiring essence of what, your event offers to your target market. One sentence is given and the event is adequately described but misses the tone required to inspire potential customers. One sentence is given and states event elements but is not inspiring in its description. The sentence given does not adequately describe the event elements and/or would fail to inspire customers to attend.
Market position
(Product/services = your event)
1 Sentence only
5 A clear statement of where your event fits in the market? Is it high-end, competitive or a low-cost alternative to the events offered by your competitors? How does this compare to your competitors? A statement of where your event fits in the market? Is it high-end, competitive or a low-cost alternative to the products/services offered by your competitors? How does this compare to your competitors? An adequate statement of where your event fits in the market and competitors is given but lacks clarity on one-two points. An adequate statement of where your event fits in the market and competitors is given but lacks clarity on three or more points.
Unique selling position
(Product/services = your event)
1 Sentence only
5 A clear statement of your event’s distinctive edge is given and states 2 benefits for the customer. A clear statement of your event’s distinctive edge is given and states 1 benefits for the customer A clear statement of your event’s distinctive edge is given, but the benefit it provides the customer lacks clarity. The statement given is not convincing and does not support ‘fail-proofing’ or standing out from the competition.
Anticipated demand Demonstrates a very clear understanding of how your customer views your event and states this conclusively, providing detail of 3/4 headings. Demonstrate a reasonable understanding of how your customer views your event and provides detail of 2/4 of the headings. Demonstrates an understanding of how your customer views your event and provides detail of 1/4 of the headings. Erroneous conclusions have been drawn, or fail to provide any detail in relation to any one of the headings.
Pricing strategy
Value to customer
Growth potential
10
3 or 4 Sentences only
Customer demographics
10 Your target customers are well defined and you have listed 10 key demographic features.
Your target customers are well defined and you have listed 8 key demographic features.
Your target customers are well defined and you have listed 6 key demographic features. Your target customers are not well defined and /or you have listed 5 or less key demographic features.
Key customers
5 State 5 means by which you will satisfy your key customers? You know what will make them happy and provide a good event win –win outcome for them, the event and you. State 4 means by which you will satisfy your key customers? You know what will make them happy and provide a good event win –win outcome for them, the event and you. State 3 means by which you will satisfy your key customers? You know what will make them happy and provide a good event win –win outcome for them/& the event / you.
Customer satisfaction does not appear to be an obvious outcome of what you have stated and is a mismatch with your intended consumer demographics listed previously.
Customer management
5 Statement provides evidence of 5 legal, ethical, sustainable issues around customer service and codes of practice, which will assist in maintaining a good relationship with your customers. Statement provides evidence of 4 legal, ethical, sustainable issues around customer service and codes of practice, which will assist in maintaining a good relationship with your customers. Statement provides evidence of 3 legal, ethical, sustainable issues around customer service and codes of practice, which will assist in maintaining a good relationship with your customers. Statement provides evidence of 1- 2 legal, ethical, sustainable issues around customer service and codes of practice, which will assist in maintaining a good relationship with your customers, and/or lacks clarity.
Competitor details table
5 5 competitors are given in the table and research reveals name, establishment date, size, % of market share, the value to customer, 1 main strength and 1 main weakness. 4 competitors are given in the table and research reveals name, establishment date, size, % of market share, the value to customer, 1 main strength and 1 main weakness. 3 competitors are given in the table and research reveals name, establishment date, size, % of market share, the value to customer, 1 main strength and 1 main weakness. 1-2 competitors are given in the table and research reveals name, establishment date, size, % of market share, the value to customer, 1 main strength and 1 main weakness.
Market research
Which business advisory services, financial institutions, government agencies, industry associations, internet publications, official statistics.
10 State 5 specific areas of statistical research, which need to be undertaken by you to analyse your market and know it before committing funds to your event. State 4 specific areas of statistical research, which need to be undertaken by you to analyse your market and know it before committing funds to your event. State 3 specific areas of statistical research, which need to be undertaken by you to analyse your market and know it before committing funds to your event Only listed 1-2 specific areas of statistical research that you need to assist you to analyse your market.
Market targets
One sentence /KPI
5 List 5 KPI’s that you believe are critical to the success of your event and state why. List 4 KPI’s that you believe are critical to the success of your event and state why. Listed 3 KPI’s, which you believe are critical to the success of your event and state why. Only listed 1-2 KPI’s
&/or there has been a mismatch of stated KPI’s and rationale given.
Environmental / Industry analysis
Profile information may include: economy, population, industry and environment/energy statistics and demographics growth
Also consider issues such as: legal, copyright, privacy, ethical images, codes of practice, protection of children, Australian consumer law and consumer protection, recent trends (social, cultural, technology, social media developments etc.)
Benchmarking
10 10 items (listed left) have been considered to ensure all critical event aspects.
Each one listed has a 1-sentence statement that demonstrates the importance of this knowledge to the event’s success.
8 items (listed left) have been considered to ensure all critical event aspects.
Each one listed has a 1-sentence statement that demonstrates the importance of this knowledge to the event’s success. 7 items (listed left) have been considered to ensure all critical event aspects.
Each one listed has a 1-sentence statement that demonstrates the importance of this knowledge to the event’s success.
6 or less of the listed research topics have been considered and/or may contain erroneous conclusions
Marketing strategy
It contains your overall marketing strategy stated earlier and alludes to your goals/objectives statement, then a detailed breakdown of your marketing activities: print advertising, online advertising, mail-out, giveaway, media release, event, website, blog/social media, public relations, branding and artwork, or publications and catalogues etc.
Who is doing what? Timeline
KPI listed earlier for these success indicators will now be used to monitor and this is in the timeline if appropriate.
10 The marketing strategy is very cohesive and easy to follow.
It progresses through the list on the left in an orderly fashion ensuring no details have been missed … what/who/how/dates/$ and reflects the KPI’s given earlier in this document.
The clarity of the Marketing Strategy is evident in the layout, content and contains no errors in judgment or major omissions. The marketing strategy is very straight forward and easy to follow.
It progresses through the list on the left in an orderly fashion ensuring very few details have been missed … what/who/how/dates/$ and reflects the KPI’s given earlier in this document.
The clarity of vision of the Marketing Strategy is evident in the layout and content. It contains 1-2 errors in judgment but no major omissions. The marketing strategy is relatively easy to follow.
It progresses through the list on the left in an orderly fashion ensuring no major details have been missed … what/who/how/dates /$ and reflects the KPI’s given earlier in this document.
The Marketing Strategy is suitable for the proposed event and contains no major omissions but has 3 or more minor errors, omissions or major layout issues.
The marketing strategy lacks cohesion and / or is not easy to follow.
It progresses through the list on the left and has 1 or more major omission/s.
The what/who/how/dates/$ is incomplete and /or fails to reflect the KPI’s given earlier in this document.
The clarity of the Marketing Strategy is poor, ill conceived or lacks conviction, detail or research from which to draw conclusions.
A mismatch between research presented earlier not being evident in this section is seen to be a major flaw.
Advertising and promotional strategy table
Print media advertising, online advertising, SMS, mail-out, giveaway, media release, social media campaign or launch event
10
The strategy is a comprehensive list of your planned promotion and advertising types and has one reason per item regarding its use. Nothing has been omitted. The strategy is a comprehensive list of your planned promotion and advertising types and has one reason per item regarding its use, but contains one minor omission/error. The strategy is a comprehensive list of your planned promotion and advertising types and has one reason per item regarding its use but has 2 minor omissions/errors. The strategy is a comprehensive list of your planned promotion and advertising types and has one or more major omissions or more than 3 minor issues.
Social media strategy
Brand awareness, online sales etc. via blogs, Twitter, Facebook etc.
5 This strategy is a good exploration of available network and communication avenues and indicates who will do it. It also states whether internal or external staff will maintain the communications levels required over the lifetime of the event. This strategy is a reasonable exploration of available network and communication avenues and indicates who will do it. This strategy is a exploration the available network and communication avenues and indicates who will do it, but contains 1 error. This strategy is a poor exploration of available network and communication avenues and has major omissions / layout issues.
Sales strategy and distribution channels table does not need to be included in this plan. Please delete this section.
PLEASE READ THROUGH THESE TWO SECTIONS BEFORE UPLOADING.
Effectiveness of your marketing plan
10 This marketing plan is highly effective and would provide an operational basis if running the event and it’s marketing. This marketing plan is quite efficient in describing the event and it’s marketing and if this actual document was used it would be a useful ‘roadmap’. This marketing plan described the event and it’s marketing in a competent fashion.
This marketing plan lacked overall effectiveness, as it failed to describe the event and it’s marketing plan sufficiently well to rely on if actualized.
Professionalism
10 This marketing plan is presented in the template format and has no spelling or grammatical errors. All sections not relevant to the event are deleted. This marketing plan is presented in template format and has a few spelling or grammatical errors. Most sections not relevant to the event were deleted This marketing plan is presented in a Word sentence format and/or with no more than 10 spelling or grammatical errors. Three answers were jumbled and / or incomplete and / or weren’t deleted. This marketing plan wasn’t presented in template format and/or had more than 10 spelling or grammatical errors. The format submitted still contains 4 or more answers that were jumbled and / or incomplete and / or were not deleted.
Grade A 150 – 135 B134 – 120 C 119 -105 N 104 – 0
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