Assessment - MKT5000 Semester 2
2015
Assessment details
Description Marks Wtg (%) Due date
Marketing Reflection ou1t0 of 10 17 August 2015
Assignment 1 100 40 15 September 2015
Assignment 2 100 50 26 October 2015
Notes
1. All assessment items are to be submitted through the Moodle assessment links found on the study desk.
2. The marketing reflection can be submitted in any format.
3. Assignments 1 and 2 are to be submitted using a Word format (2010 or earlier). Assignments submitted in a PDF format cannot be marked and will be returned to students un- assessed.
4. Assignments 1 & 2 are expected to have a title page which includes your student name (as it appears on your enrolment record), your student number, the course name and the assessment task as outlined in the Communications Skills Handbook.
5. Submission times and dates refer to Australian Eastern Standard Time (AEST).
6. Late submissions will incur a penalty of 5% per day unless a request for an extension has been granted prior to the due date. Note the USQ extension policy found at http://policy.usq.edu.au/documents.php?id=14749PL particularly section 4.2.4 which states:
4.2.4 Late submission of Assignments
Students can apply for an extension of time to submit an Assignment at any time up to the deadline. Students are strongly advised to make a request for an extension as soon as their need becomes apparent. Delay in making a request involves the risk that there will be insufficient time (with consequential loss of Marks) if the request is refused.
The Course Examiner may grant a short extension of the deadline for submission of an Assignment. Extensions are usually granted only in cases of Compassionate and Compelling Circumstances in accordance with the Assessment of Compassionate and Compelling Circumstances Procedure.
Generally, extensions will be limited to a maximum of five University Business Days. A Student requiring an extension for a period of time in excess of this should consider applying for a Deferred Assessment as per section 4.4 'Deferred, Supplementary and Varied Assessment Items and Special Consideration' of these procedures.
Granting of an Assignment extension is considered a significant concession. Applications may be rejected if there is reason to believe that the Student is seeking an unfair advantage as might be suggested by a pattern of repeat requests for Assignment extensions.
Applications for extensions must be made in writing to the Course Examiner together with accompanying documentation as specified in the Assessment of Compassionate and Compelling Circumstances Procedure.
The application and all supporting documentation must be submitted electronically.
An Assignment submitted after the deadline without an approved extension of time will be penalised. The penalty for late submission without a preapproved extension will be specified in the assignment instructions. At the very least, the penalty for late submission is a reduction by 5% of the maximum Mark applicable for the Assignment, for each University Business Day or part Business Day that the Assignment is late. An Assignment submitted more than ten University Business Days after the deadline will have a Mark of zero recorded for that Assignment.
Course Examiners may refuse to accept Assignments for Assessment purposes after Marked Assignments and/or feedback have been released. If Compassionate and Compelling Circumstances appear to exist, Course Examiners must consider these before refusing to accept an Assignment.
Marketing Reflection – Explaining the concepts of Value and Exchange for developing a marketing strategy.
Description Marks out of Wtg (%) Due date
Marketing Reflection 10 10 17 August 2015
Background
Reflective writing is the evidence of reflective thinking and reflective thinking is part of the critical thinking process where people analyse, evaluate and make judgements from new information and knowledge to ultimately arrive at an informed perspective. The practice of reflective writing will be introduced in this first assessment task. In this assessment you will be asked to prepare information for a business audience about the concepts of the value proposition and exchange.
The Task
At the heart of every marketing act – large or small – is something that is referred to as an exchange. An exchange occurs when something of value is obtained for something else in return. Thus the buyer receives something that satisfies their needs and the seller receives something that they are satisfied is of equivalent value.
For an exchange to occur at least two entities (people or organisations) must be willing to make a trade, and each must have something the other values. Both parties need to agree on the value of the exchange and how it will be carried out. Each party must also be free to accept or reject the other’s terms for the exchange.
The concept of value refers to the sum of the tangible and intangible benefits perceived by the market. This is not to be confused with the term value proposition – which is what is communicated to customers about what they can expect to receive with the product or service offering. Therefore whilst the value proposition is what is being promised to the customer, the term value relates to the difference between a customer’s perception of the cost versus the anticipated benefits realised. These benefits may encompass not only the direct benefits of reaching a desired goal (whiter teeth), but also the indirect benefits (ease of use). For this assignment you are required to consider the term value.
You have been asked to prepare a short commentary (500 – 700 words or equivalent 5 - 10 minute presentation) for a business audience explaining the concepts of value and exchange in such a way that business owners, who may have never had any formal marketing education, could understand the concepts and see how they are the fundamental building blocks of marketing activity and strategy.
Your commentary can take any form that would be acceptable to this audience (for example a blog, an article, newsletter item, a wikki, a short video presentation or slide share presentation). In your submission you are to conclude your discussion with at least one example of how a business could now incorporate or use this information to help them develop a marketing plan or to incorporate this approach into their marketing thinking - a sort of marketing in practice section.
Submission Instructions
All assessments are to be submitted using the link on the study desk for Marketing Reflection Assignment which you will find at the end of module 3. You can submit this task in any format you choose. If you choose to develop a video presentation then you must also upload a script and/or power point slides with notes to accompany the work.
Your work will require references to support your discussion. If you are submitting a presentation, these references need to be evident in the script or presentation notes that
you also attach. Please refer to the Communications Skills Handbook (a required text for this course) for information about Harvard AGPA referencing style.
The grading rubric
Below the required
standard
0% - 49% Meets the required
standard
50% - 80% Exceeds the
required
standard
81 - 100%
Total mark
Content
Did the student accurately define what is meant by value and exchange in such a way that a
person without university or marketing knowledge could easily understand?
Did the student provide sufficient information in their commentary about how you could incorporate this understanding of these concepts into a marketing strategy such that a business person could understand enough to make a decision on how to incorporate into their marketing efforts?
/5
Format and Evaluation
Did the student present their work; use a
communication style; and adopt a language that would be appropriate for the audience nominated?
Did the student present their work in a creative and informative manner?
Did the student present their information in such a way as that they were able to confidently convince the reader/watcher that they knew what they were talking about including sufficient and appropriate theoretical evidence and support?
/5
Final Comment:
/10
Total Mark /10