Discovering Marketing (MKTG 1000)
Individual Assignment
This assignment is an application based assignment that is designed to test your understanding of marketing concepts (mainly chapters 4, 6, and 8). You will need to answer all the questions and provide justification for your answers. You will be marked on your ability to apply marketing concepts and discuss your answers in a coherent and logical manner.
By the end of this assignment you will be able to:
- Apply market segmentation to a real life brand or product;
- Develop an appreciation of the rationale underlying marketing strategies;
- Formulate recommendations for real life marketing problems
Submission:
- One softcopy MUST be submitted via TURNITIN link, this will assess plagiarism.
- Use the assignment template
Formatting:
Font size: 12 pt | Spacing: 1.5 pts | Font: Times New Roman/Calibri.
Word count 2500 total (10% + without penalty) excluding references.
Your assignment will be marked using the following marking guide:
Question 1 (Total: 50 marks)
This is an application question. When discussing the answers, please ensure you relate your answers to the advertisement and not your general perception of the brand. You will need to link to the symbols, the visuals, characters (and so on) that you can see in the ad. Please do not make up imaginary claims which are NOT reflected directly in the Ad.
| Question 1
Choose ONE print advertisement for ONE product of your choice (e.g. Diet Coke). Discuss and explain the purpose of segmentation. Using the five bases of segmentation, identify THREE bases of segmentation which have been utilized in the ad. Define each of the segmentation bases you have selected. Justify the segmentation bases you have identified by critically analyzing the symbols, images, words and content of your print ad to determine/describe the target market. Use at least 3 academic references to support your answer (50 marks) |
Marks Allocated | |
| Discuss the purpose of segmentation. | /5 | |
| Selected segmentation bases are clearly defined and explained.
Marks are awarded based on how well the academic references are applied rather than just “quoted” |
/9 | |
| Referencing (3 required)
Textbook definition or lack of academic referencing for the above will not be given marks – use other academic resources |
/6 | |
| (Example 1) Ability to analyse symbols, images, words and content used in AD to support the type of segmentation | /10 | |
| (Example 2) Ability to analyse symbols, images, words and content used in AD to support the type of segmentation | /10 | |
| (Example 3) Ability to analyse symbols, images, words and content used in AD to support the type of segmentation | /10 | |
| Total Marks for Question 1 | /50 | |
IMPORTANT INSTRUCTIONS:
- Academic journal articles must be the source of academic reference. Refer to the Curtin Library website for the academic databases. Examples would be ProQuest, Science Direct, Emerald, etc.
- Your print advertisement needs to be an official manufacturer/brand generated advertisement. (You can refer to: adsoftheworld.com, and such websites to search for RELEVANT ads). DO NOT use your own definition for what constitutes a Print AD, if you are unsure ask your tutor – this will be covered in tutorials.
- Videos are NOT acceptable. They should strictly be in PRINT form (e.g. publishable in magazines, newspapers). You will receive 0 for Question 1 by using videos to answer the question.
- DO NOT use any Ads shown in tutorial or lectures. Failure to adhere to this will result in 0 marks for Question 1.
- Failure to use academic references for specific parts within the marking guide (clearly outlined) will result in zero marks being awarded for those questions.
Question 2 (Total: 50 marks)
This is an application question. When discussing the answers, please ensure you apply the marketing concepts you learnt in the unit. In addition, it is encouraged that you research using databases available via Curtin Library.
| Question 2
Choose ONE product category (e.g. ice cream). Explain what positioning is. Plot ONE perceptual map using the positioning bases outlined in the textbook. Each perceptual map should have at least FIVE different brands on it.
(a) Why did you position the brands in these positions on the perceptual map? Provide a justification for each brand as to why you have plotted the brand in the position on the perceptual map. References are required to support your answers.
(b) Based on the perceptual map, pick one of the brands in the perceptual map. How do you think the brand has communicated the positioning and value to their target customer? Use ads, social media campaigns, product packaging (NO VIDEOS) to showcase their communication.
** Use at least 5 academic references to support your answer (50 marks) |
Marks Allocated | |
| Positioning is clearly defined and explained.
Textbook definition or lack of academic referencing will not be given marks –Use academic journals as your basis for your reasoning |
/5 | |
| Perceptual map
Marks are allocated based on correct formatting, labelling and clarity of perceptual map (Note: Positioning should be based on how the brands want to position themselves, not your personal opinion) |
/5 | |
| (a) Why did you position the brands in these positions on the perceptual map?
Provide a justification for each brand as to why you have plotted the brand in the position on the perceptual map. References are required to support your answers. |
/15 | |
| (b) Based on the perceptual map, pick one of the brands in the perceptual map. How do you think the brand has communicated the positioning and value to their target customer? Use ads, social media campaigns, product packaging (NO VIDEOS) to showcase their communication (these should be referenced). | /20 | |
| Referencing (5 required) | /5 | |
| Total marks for Question 1 | /50 | |
IMPORTANT INSTRUCTIONS:
- A minimum of 5 academic references are required for Q2. Academic journal articles must be the source of academic reference. Refer to the Curtin Library website for the academic databases. Examples would be ProQuest, Science Direct, Emerald, etc.
- Failure to use academic references for specific parts within the marking guide (clearly outlined) will result in zero marks being awarded for those questions
- Referencing for the purpose of Q2b ONLY can be non-academic references
Question 1
Insert print ad you have selected on this page.>
Please make sure the brand is CLEAR, the details should be visible to the marker.>
Reference the source of your advertisement.
Question 1 (word count: 1000 words – 10% over is allowed)
Choose ONE print advertisement for ONE product of your choice (e.g. Diet Coke). Discuss and explain the purpose of segmentation. Using the five bases of segmentation, identify THREE bases of segmentation have which been utilized in the ad. Define each of the segmentation bases you have selected. Justify the segmentation bases you have identified by critically analyzing the symbols, images, words and content of your print ad to determine/describe the target market.
Use at least 3 academic references to support your answer (50 marks)
Question 2
Choose ONE product category (e.g. ice cream). Explain what positioning is. Plot ONE perceptual map using the positioning bases outlined in the textbook. Each perceptual map should have at least FIVE different brands on it.
(a) Why did you position the brands in these positions on the perceptual map?
Provide a justification for each brand as to why you have plotted the brand in the position on the perceptual map. References are required to support your answers.
(b) Based on the perceptual map, pick one of the brands in the perceptual map. How do you think the brand has communicated the positioning and value to their target customer? Use ads, social media campaigns, product packaging (NO VIDEOS) to showcase their communication.
Use at least 5 academic references to support your answer (50 marks)
