Reference no: EM132398172

BUMKT5902 Marketing Management - Federation University

Assignment - Marketing Report

This is a group assignment and you need to do only Marketing Mix and conclusion.

This document contains the details for the individual assignment for BUMKT5902 Marketing Management. Included are aspects such as:

• The assignment overview;
• The assignment instructions;
• How the assignments are to be formatted; and
• How it will be assessed by using an Assessment Criteria Sheet.

You should read this in conjunction with the Course Description, which contains other pertinent information on submission, etc. It is your responsibility to fully acquaint yourself with these requirements. If you are not clear on any aspect, please speak with your lecturer who will be happy to clarify any questions.

Overview of the Assignment

Marketing, as you will learn this semester, is a very purposeful activity. It's no accident that you, as a consumer, are exposed to the Marketing communications you see every day across numerous channels. Behind these messages and campaigns, notably those that target the correct consumers and are well-executed, is a huge amount of research. Marketers draw on information from a variety of sources to develop a clear understanding of the value their product or service provides, how to reach their target market, and how changes in the environments will impact their Marketing efforts.

This information can be uncovered by conducting a Situation Analysis, which is designed to identify trends within the Microenvironments and Macro-environments to better understand the current business environment, customers and the business' capabilities. Another approach, and the one adopted for this assignment, is to instead use a SWOT Analysis to really focus on the key areas a business should be focusing on in moving forward with their new product or service.

The purpose of this assignment is for students to write a marketing report and give a presentation using the SWOT Analysis as a point to step off from. Groups will begin by selecting a business, either one they are familiar with, one they work for or, if you are wanting to pursue a more entrepreneurial path, a side business you have launched. The group will then identify a new product that the company is going to launch (it doesn't have to be ‘new to world', but at least new to the company). This product should be congruent with the company's image and align with its current offerings.Such an assignment is designed to meet a number of objectives:
• Demonstrate your understanding of Marketing theory and its application in practice
• Integrate Marketing theory with research to provide an in-depth discussion of the relevant marketing environments
• Apply what is being learned in this course directly to a real-life example you may be invested in
• Create a deeper understanding of the content from the course as it relates to the assignment

ASSESSMENT Report Structure
Title Page
Executive Summary
Table of Contents
1. Introduction
2. Company Introduction
3. Brief Industry Overview
4. SWOT Analysis
5. Segmentation, Targeting & Positioning
5.1 Segmentation
5.2 Targeting
5.3 Positioning
6. Marketing Mix
6.1 Product
6.2 Price
6.3 Place
6.4 Promotion
7. Conclusion
References
Appendices (if applicable)

Attachment:- Group Assignment Details.rar