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MRKG 1311 Principles Of Marketing

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This task will allow you to demonstrate your understanding of the functional purpose of an integrated marketing mix. Marketing theory (sourced from the prescribed eBook, and peer-reviewed journal articles available from the library databases) will be used as a framework for the presentation of your Case Study. To this theoretical framework, you will apply Case specific research to evidence your understanding of marketing theory in a practical context.

To begin this task you must first select ONE (1) of the following ‘New Products’ launched on to the Australian consumer market in 2017/2018. This New Product will be the focus of both your Applications Activities ANDIndividual Case Study:
  • Yowie Ranger series (character-moulded chocolate inclusion product)
  • AFLX 2018 tournament (new game created by the AFL)
  • Nadi X yoga pants (activated apparel by Wearable X)
Once chosen, you are to undertake research into how the New Product is marketed to consumers in Australia. This research should be conducted using only publicly available sources (e.g., websites, trade journals, industry reports, magazine articles, blogs, reviews), and your own observations. 
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