Evaluate theoretical and practical knowledge of Marketing

Please read the instructions carefully and there is a link of video, part 1 is related to that video.

Watch that video aswell in order to complete the part 1.

HOLMES INSTITUTE

FACULTY OF
HIGHER EDUCATION

Assessment Details and Submission Guidelines

Trimester T2 2020

Unit Code HC1082

Unit Title Marketing

Assessment Type Individual Assignment 1

Assessment Title Individual Assignment 1

Purpose of the
assessment (with ULO
Mapping)

1. Evaluate theoretical and practical knowledge of Marketing
2. Analyse marketing issues and strategies using core marketing concepts
3. Apply theoretical and practical knowledge of Marketing in the diagnosis of

Product/s issues and demonstrate an understanding of the of the different
marketing concepts.

Weight 35 % of the total assessments

Total Marks 35

Word limit Total: 3000 words

Due Date Week 10

Submission
Guidelines

• All work must be submitted on Blackboard by the due date along with a completed
Assignment Cover Page.

• The assignment must be in MS Word format, no spacing, 12-pt Arial font and 2 cm
margins on all four sides of your page with appropriate section headings and page
numbers.

• Reference sources must be cited in the text of the report, and listed appropriately at
the end in a reference list using Harvard referencing style.

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HC1082 Marketing

HC1082 Marketing Assignment

Assignment Specifications

Task Criteria: There are two parts to this assignment.

Part 1 – Analysis of Mini Case (must demonstrate understanding of the theories or concepts in the case and

their applications.

Part 2 – Critical Thinking. Must demonstrate critical thinking skills to develop a valid discussion and with

supporting evidence to your chosen product and target markets.

Details of task requirements:

Part 1:

Mini Case (video) Analysis of Market Segmentation, watch “Grilled Burger” ad on YouTube and answer

2

questions below.

A. Explain the concept of Market Segmentation and describe at least three target markets on the
“Grilled YouTube video”

B. Explain the concept of “Positioning” and discuss “Grilled Burger” positioning strategy on the video.

Part 2: Theory and Application of Marketing mix (4Ps of Marketing: Product, Price, Promotion and Place).

1. Student to selects one product with 2 of target customer groups.
2. Discuss how 4Ps of Marketing Mix can be applied in particular group chosen and how value can be

created in each of the marketing mix.
3. Give your justification for two groups customers that you selected for that product.

Note: Must only need to choose TWO target markets and ONE Product to discuss theory and application.

Products Target Market

Burger Middle-age White-Collar
individuals (baby-boomers)

Upper-middle class Seniors (age
group 65 – 75 years old)

Mid-sized care Sedan University students Millennials (21 and 28)

Holiday Beach Resort
Accommodation

Trade persons (Generation Y) Teenage generation (ages
between (13 and 17)

Bath soap Single parents (Age 35 – 48) Generation Z (ages 28 and 35)
between

Running shoes Vegetarians Executives (Generation X – ages
39 to 59)

The aim of the Assignment

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HC1082 Marketing

A. This task will assess the student’s ability to analyse the marketing activities of a particular

organisation, with a focus on analysing the target market and buying behaviour for a particular

organisation. Students will be required to refer to some relevant theory from textbooks and other

readings to show their understanding of the theory and apply in context. Provide at least one (1)

recent (last 12 months), original example to illustrate your understanding of the concept.

B. Must justify your discussion with relevant references. Must include at least a minimum of 6

academic and 4 industry references.

Report Structure (3000 words plus or minus 10% of the total word counts contents only – references are

not counted):

Executive summary (between 150)

Table of contents

Introduction (400 words)

Part 1 – Discussion (800 words)

• SEGMENTATION: Explain the concept of Market Segmentation and describe at least three target
markets on the “Grilled YouTube video”

• POSITIONING: Explain the concept of “Positioning” and discuss “Grilled Burger” positioning strategy
on the video.

Part 2 – Discussion (1200 words)

• Marketing Mix
o Product
o Price
o Promotion
o Place

• Target Market

• Distribution channels

• Promotional communications and tools

Conclusion (300 words)

Recommendations (150 words) – must provide source to support recommendations

Reference list (min. 6 academic sources and 4 industry sources). Use correct Harvard referencing style

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HC1082 Marketing

Marking criteria

Marking criteria Weighting

Part 1

Critical analysis of the concepts of Market Segmentation and Positioning 4

Demonstrates understanding of the concept’s applications 4

Supporting evidence to justify analysis and explanation 3

Sub-total 15

Part 2

Critical analysis the four Ps of marketing Mix with a chosen product for the
selected Target Markets.

8

Demonstrates an understanding of how value can be created 6

Supporting evidence to justify analysis and explanation 4

Writing Mechanics:
Format, grammar and expression

2

Sub-total 20

TOTAL Weight 35%

Assessment Feedback to the Student: