Good writing standard. Few spelling and grammatical errors throughout the submission. Few or no inconsistencies with submission instructions. Good in- text referencing. Good overall report presentation. Good variety of references used. Writing standard very good. No spelling and grammatical errors throughout the submission. No inconsistencies with submission instructions. Very good in-text referencing and support from academic sources. Overall report presentation very good. Wide variety of quality references used. Content and writing level excellent. No spelling and grammatical errors throughout the submission. No inconsistencies with submission instructions. Excellent in-text referencing and support from references. Overall report presentation excellent. Excellent variety of quality references used.

Overall Presentation and referencing Appropriate length & content. Professional standard of writing style, grammar, spelling and editing. Professional report presentation following submission instructions. Correctly referenced. 15% Unprofessional writing standard. Major spelling and grammatical errors throughout the submission. Major inconsistencies with submission instructions. Limited or no in-text referencing. Overall report presentation poor. Few or no references used. Writing standard satisfactory. Minor spelling and grammatical errors throughout the submission. Minor inconsistencies with submission instructions. Limited in-text referencing. Overall report presentation adequate. Limited references used.

Conclusion Demonstrated the ability to outline a conclusion. 5% Conclusion not outlined. If it is outlined, conclusion does not reflect the analyses at all. Conclusion has reflected the analyses. However, some key elements may be missing. Conclusion has reflected the analyses. Only minor elements missing. Conclusion has reflected the analyses. All key findings have been included in conclusion. Conclusion has reflected the analyses. All key findings have been included in conclusion. An excellent summary of key findings presented.

A good understanding and analysis of marketing mix variables. Concepts have been outlined accurately. All marketing mix variables have been outlined. Substantial research demonstrated to support argument. A highly developed understanding and analysis of the marketing mix variables. Concepts have been outlined accurately. All marketing mix variables have been outlined. Demonstrated the effort to show all marketing mix variables are integrated. Argument substantiated. A high level of research evident. A sophisticated understanding and analysis of the marketing mix variables. Concepts have been outlined accurately. All marketing mix variables have been outlined. Demonstrated the effort to show all marketing mix variables are integrated. Demonstrated the effort to show all marketing mix variables are linked to the positioning strategy. Argument substantiated.

Marketing mix variables Demonstrated the analysis and application of the marketing mix variables and extended marketing mix variables. 35% Limited understanding and analysis of the marketing mix variables. Not all variables have been analyzed. Analyses are patchy. Little research evident. Some understanding and analysis of the marketing mix variables. Relevant concepts have been outlined. Minor concept inaccuracy may happen. All marketing mix variables have been outlined. Some analyses may be patchy. Some research evident.

A good understanding and analysis of segmentation and target market. Good understanding of Positioning and Branding strategies with examples. Good effort of supporting the argument with validation from in-text referencing. Good research effort evident. A very good understanding and analysis of segmentation and target market. Very good understanding of Positioning and Branding strategies with examples. Very good effort of supporting the argument with validation from in- text referencing. Good research effort evident. A sophisticated understanding and analysis of segmentation and target market. Very good understanding of Positioning and Branding strategies with examples. Excellent effort of supporting the argument with validation from in- text referencing. Excellent research effort from a variety of quality sources.

Target market Analysis Demonstrated understanding of the relevant concepts of segmentation and targeting. Appropriate application of Positioning and Branding concepts 15% Little understanding and analysis of target market. Limited understanding of Positioning and Branding strategies. Adequate understanding and analysis of segmentation and target market. Some understanding of Positioning and Branding strategies. Some efforts of supporting the argument have been shown. Some research evident.

A good understanding of Situation Analysis. Good coverage of PESTEL, SWOT Competitor and Consumer Analysis Analysis supported by multiple research references from quality sources A very good understanding of Situation Analysis. Very good coverage of PESTEL, SWOT Competitor and Consumer Analysis Strong critical analysis supported by multiple research references from quality sources. Very good application and interpretation of the data. An excellent understanding of Situation Analysis. Good coverage of PESTEL, SWOT Competitor and Consumer Analysis Strong critical analysis supported by multiple research references from a wide variety of quality sources. Excellent application and interpretation of the data.

Situation Analysis Demonstrated identification and understanding of forces in the marketing environment including a PESTEL, SWOT Competitor and Consumer Analysis 20% Limited understanding of Situation Analysis. Missing elements in the PESTEL, SWOT Competitor and Consumer Analysis Analysis not supported by research references Adequate understanding of Situation Analysis. Some missing elements in the PESTEL, SWOT Competitor and Consumer Analysis Analysis supported by limited research references

Assessment Attributes Fail (Unacceptable) (0-49) Pass (Functiona l) (50-64) Credit (Proficient) (65-74) Distinction (Advanced) (75-84) High Distinction (Exceptional) (85- 100) Introduction and Company Background Provide report introductionand background information of the chosen company and product/service. 10% The introduction did not meet the minimum standard. Inadequate information. Lack of identification of specific product/service. Meets minimum standard. Basic background information provided. Introduction establishes report purpose. Moves beyond minimum standard. Shows evidence of research. Introduction establishes report purpose. Exceeds minimum standard. Information well synthesised and evidence of research. Introduction establishes report purpose. Exceptional standard. Background information of the company demonstrates ability to research and synthesize information into clear and concise information

• Assessments should not be written from a 1st person context, but rather from the 3rd person perspective. That is, “I, we, my, our” are not acceptable. • All claims and recommendations are to be supported by suitable and relevant marketing and/or theoretical principles and the relevant references. • Should include a correctly constructed Reference List and accompanying in report citations as per College guidelines (APA Referencing). • The use of any combination of narrative, point form, diagrams, screenshots, graphs or charts including presenting the information in table form is permitted – particularly if these devices reduce the wordiness and increase the "readability" of the submission.

• The presentation recommended for this Assessment is REPORT FORMAT. • An Executive Summary is NOT required, although you should include a Title Page, a Table of Contents, and use suitable Headings for the information presented, Student Identifier (Name and Number) and Page Numbers should appear on each page of the document – ideally in either the Header or Footer. • The assessment should be submitted in a format that would be acceptable in the business world. All assessments are to be submitted to Blackboard. All work must be word-processed, spell checked, grammatically acceptable, and professional in appearance.

• You can work individually or as a pair to complete the assignment. Your preference and name(s) should be emailed to the facilitator by the Monday of Week 4. It is also recommended that you present a draft covering sections a) to e) by week 9 to the facilitator for feedback. • You need to select one (1) organization/ product /service. You are to conduct a full analysis of the marketing environment, the target market and the marketing strategy through the application of theory presented and discussed in this subject. The key submission will be a marketing report.