DETAILED INFORMATION ON SUBJECT ASSESSMENTS
1. Assessment 1: Individual Essay
Weighting: 20%
Length: 1500 words
Due Date: Week 5
From discussions and material presented during lectures, write an essay to
demonstrate your theoretical
understanding and practical application of Marketing. Each student is to
select one of the essay topics below and
write an essay of 1500 words, to be submitted in Week 5. The essay must be
referenced with relevant up-to-date
sources.
Choose one of the topics below:
1. Discuss the concept of perceived value and its importance to consumer
behaviour and marketing.
Discuss the theory and then give practical examples of how customers
perceive various brands and
how this impacts on their behaviour.
2. To evaluate an organization’s Strategic Business Units (SBU), the Boston
Consulting Group developed a
portfolio performance framework.
3. Segmentation, targeting and positioning are interrelated activities
which are important to achieving a successful Marketing Mix. Discuss these
concepts in theory and give practical examples of how they
can be applied to one industry of your choice. Examples of an industry you
might choose: fashion for
men, or personal care products (shampoo, shavers etc.), or pet products, or
toys, or vehicles, or
furniture, or fashion for women, or financial services, or beverages, or
baby products, or snack foods
or another industry.
4. Marketing decision makers in a firm must constantly monitor competitors’
activities – their products,
prices, distribution, and promotional effort.
5. Good market research and environmental scanning forms the basis of
success for other related
marketing activities. Discuss the theory and then give practical examples
of what types of market research and environmental scanning a company like
Domino’s Pizza should do and explain why.
6. Why is it important to do market research and adjust the marketing mix
when entering into a foreign
market? Explain the theory and then give practical examples of how some
companies have already
adjusted their marketing mix in foreign markets. Also, explain what advice
you would give the
marketing team of “Vegemite” – if they wanted to launch this product in a foreign
market such as
South Africa (or a market of your choice), where people do not know the
product/brand.
Marking Criteria for Individual Essay
Assessment Criteria Maximum Scored
Discussion of relevant issues, theories and concepts for the
chosen topic for essay
8
Demonstrated understanding, logic and reasoning
evidenced in essay
6
Application of theories/concepts to industry/real
products/services. And other relevant examples and ideas
provided by the student to demonstrate an understanding
of the theory
3
Style, structure, spelling, grammar, punctuation,
referencing
3
Total 20
Prescribed Textbook (compulsory)
Kotler P & Keller, K, Burton S (2009) Marketing Management 1
st
Adaptation edition published by
Pearson
Education Australia Pty Ltd.
