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MRKT20052 Marketing Management And Digital Communications

tag 0 Download 14 Pages / 3,262 Words tag 29-06-2021

Question:

This assessment task requires you to analyze the "marketing and competitive environment" of a University brand (such as "CQUniversity" etc.) in Australia. Consider that you are a marketing manager of one such University in Australia. The analysis of the marketing and competitive environment should include (but is not limited to): background, market summary, and demand assessment, segmentation & target market, current marketing mix analysis [including current offer (product/service), distribution, promotion, and price], PEST analysis, competitor analysis of a close competitor/competing brand), SWOT analysis, and value & brand positioning analyses.

The word limit for this report is 1500, excluding abstract or executive summary and references. It is expected that the report will be based on research findings, including data and information from the Australian Bureau of Statistics, Austrade, relevant and authentic Websites, textbooks, recent (i.e., 2012-2017) and relevant journal papers, personal experience and observation.

You need to follow similar examples that are available in your textbook, Moodle site and/or on the Web. You are strongly suggested to attend the lecture, tutorial, and online discussion sessions. Each assessment must be uploaded as a .doc or .docx file (word file).

The "Turnitin" matching rate must not exceed 30%. The unit coordinator in consultation with the Deputy Dean of Learning and Teaching (DDLT) will decide about the nature of a penalty for a greater than 30% matching rate. Please familiarize yourself with the policies, such as assessment extension, late submission penalty and the like. If you have any difficulty, please discuss this with your lecturer/tutor and unit coordinator.

While the assessment task 2 asked you to analyze and prepare a report on 'marketing and competitive environment of a University Brand', the assessment task 3 requires you to prepare a marketing plan for 2018 for the same University Brand based on your analysis of 'marketing and competitive environment of a University Brand'. The marketing plan should include (but is not limited to): executive summary, background, market summary and demand analysis, demography including segmentation & target market analysis, PEST analysis, competitor analysis including their aim, objective and marketing promotion analysis (write about a close competing brand), SWOT analysis, value & brand positioning analyses, proposed marketing aim and promotional objectives for 2018 with justification, marketing mix strategies, competitive strategies, media and budget allocation for 2018 with justification, expected outcomes and conclusion, and finally, references.

The word limit for this report is 3000, excluding abstract or executive summary and references. It is expected that the report will be based on research findings, including data and information from the Australian Bureau of Statistics, Austrade, relevant and authentic Websites, textbooks, recent (i.e., 2012-2017) and relevant journal papers, personal experience and observation, and your formative assessment (i.e., individual written task 2).

You need to follow similar examples that are available in your textbook, Moodle site and/or on the Web.

You are strongly suggested to attend the lecture, tutorial, and online discussion sessions.

Each assessment must be uploaded as a .doc or .docx file (word file).

The "Turnitin" matching rate must not exceed 30%. The unit coordinator in consultation with DDLT will decide about the nature of a penalty for a greater than 30% matching rate.

Please familiarize yourself with the policies, such as assessment extension, late submission penalty and the like.

Please cite and reference relevant data and information, where applicable. The examiners expect authentic  citations/references for GDP data, per capita income, sales data, demographic data, market share and growth related data and the like.

For data related to media and budget allocation, BCG matrix, industry - competitors' sales/market share, product life cycle (PLC), market share and growth data, and the like can be hypothetically developed (if you do not find those). In these cases, simply write “source: assumed and prepared for this assignment task only”. Pleaseremember that the data/info that is readily available on the Web or in other published resources cannot be 'assumed' for the purpose of this assessment task.

  1. critically understand and assess the key role of marketing management in the business environment
  2. explain and outline the strategic marketing process
  3. demonstrate critical thinking about the marketing environment and appraise marketing opportunities
  4. formulate and support a customer-driven marketing strategy
  5. develop, effectively communicate and evaluate a comprehensive marketing plan and program
  6. evaluate and apply the concept of responsible marketing.
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Total 14 pages

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My Assignment Help (2021) Marketing Management And Digital Communications [Online]. Available from: https://myassignmenthelp.com/free-samples/mrkt20052-marketing-management-and-digital-communications/international-journal-of-business-and-management.html
[Accessed 03 December 2022].

My Assignment Help. 'Marketing Management And Digital Communications' (My Assignment Help, 2021) <https://myassignmenthelp.com/free-samples/mrkt20052-marketing-management-and-digital-communications/international-journal-of-business-and-management.html> accessed 03 December 2022.

My Assignment Help. Marketing Management And Digital Communications [Internet]. My Assignment Help. 2021 [cited 03 December 2022]. Available from: https://myassignmenthelp.com/free-samples/mrkt20052-marketing-management-and-digital-communications/international-journal-of-business-and-management.html.


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