Explain ethical considerations in marketing

Assignment Help Marketing Management

Reference no: EM132636768

BUS1006 Marketing Fundamentals - Australian Institute of Higher Education

Assessment - Marketing Plan

LO1. Demonstrate understanding of fundamental marketing concepts.

LO2. Apply marketing theory to business situations.

LO3. Explain ethical considerations in marketing.

LO4. Evaluate emerging marketing trends in product development, e- commerce, communication and distribution.

Assessment 1:

Scenario

You are a marketing assistant for a marketing agency located in Surry Hills - Sydney. You have been asked to develop a Marketing Plan for [Do not select your own brand - Use the same brand/company from Assessment 2].

Use the findings from Assessment 2 to complete this assignment. In this assessment, you are required to include:

• A brief business background, including its location, the industry and market it operates in and a brief description of its products and services.

• A situation analysis that includes:

i. A PESTLE analysis of the macro-environment to identify and explain at least five (5) external factors that may directly impact the business and/or broadly impact the industry your client is in. Identify any trends that may influence both marketers' and customers' future decisions.

ii. An analysis of the micro-environment including competitors, suppliers, staff, intermediaries, and customers and explain at least five (5) internal factors that may directly impact the future of the business.

iii. An analysis of at least two (2) competitor product/services, whether they are direct or indirect competitors and what makes them competitors to the product/service under review.

iv. A SWOT analysis (derived from the macro and micro findings above)
including at least: three (3) internal strengths, three (3) internal weaknesses, three (3) opportunities and three (3) threats.

v. Develop a buyer persona applying two (2) variables for each of the following segmentation elements: demographics, geographics, psychographics and behavioural elements.

vi. Creation of a positioning map using the two main competitors identified above.

• Analysis of the current Marketing Mix variables that include applications of:

i. Product strategy:
Identification/suggestion of the three levels of product Identification/suggestion of the product portfolio (width, depth and lines)

ii. Pricing strategies
Application/suggestion of at least 02 (two) relevant pricing strategies that may be used and associated terminologies/concepts.

iii. Placement
Identification/suggestion of at least 01 (one) marketing/distribution channel strategy used and apply associated terminologies/concepts.

iv. Promotions
Identification and description of at least 05 (five) promotional tools used by the business including relevant application of associated terminologies /concepts.

• Recommendations
i. Identify at least 2 (two) marketing recommendations based on the situational analysis and applying key concepts and marketing principles covered in the modules. These recommendations should relate to any/or all of the elements of the marketing mix (Product, Price, Place, Promotion). You may also include discussion of the targeting, positioning and branding if changes are recommended.

Reference no: EM132636768

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