59914 – HOLMES INSTITUTEFACULTY OFHIGHER EDUCATION Assessment

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HOLMES OFHIGHER Details and Submission GuidelinesTrimester T2 2020Unit Code HC1082Unit Title MarketingAssessment Type Individual Assignment 1Assessment Title Individual Assignment 1 of theassessment (with ULOMapping) 1. Evaluate theoretical and practical knowledge of Marketing2. Analyse marketing issues and strategies using core marketing concepts3. 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 assessmentsTotal Marks 35Word limit Total: 3000 wordsDue Date Week 10Submission 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.HC1082 Marketing AssignmentAssignment SpecificationsTask 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 applications.Part 2 – Critical Thinking. Must demonstrate critical thinking skills to a valid and with supporting 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 2 below.https://www.youtube.com/watch?v=E6zBSYFbW7UA. 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 MarketBurger Middle-age White-Collar Upper-middle class Seniors (ageindividuals (baby-boomers) group 65 – 75 years old)Mid-sized care Sedan University students Millennials (21 and 28)Holiday Beach Resort Trade persons (Generation Y) Teenage generation (agesAccommodation between (13 and 17)Bath soap Single parents (Age 35 – 48) Generation Z (ages 28 and 35) betweenRunning shoes Vegetarians Executives (Generation X – ages39 to 59)The aim of the AssignmentA. 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 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 contentsIntroduction (400 words)Part 1 – (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 – (1200 words)• Marketing Mix o Product o Price o Promotion o Place• Target Market• Distribution channels• Promotional communications and toolsConclusion (300 words)Recommendations (150 words) – must provide source to support recommendationsReference list (min. 6 academic sources and 4 industry sources). Use correct Harvard referencing styleMarking criteriaMarking criteria WeightingPart 1Critical analysis of the concepts of Market Segmentation and Positioning 4Demonstrates understanding of the concept’s applications 4Supporting evidence to justify analysis and explanation 3Sub-total 15Part 2Critical analysis the four Ps of marketing Mix with a chosen product for the selected Target Markets. 8Demonstrates an understanding of how value can be created 6Supporting evidence to justify analysis and explanation 4Writing Mechanics:Format, grammar and expression 2Sub-total 20TOTAL Weight 35%Assessment Feedback to the Student:

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