ASSESSMENT BRIEF

MKT5024 Marketing Theory and Application

Assessment 3: Final project – Marketing strategy and activity
Overview
Task type: Report
Method: Individual
Weighting: 40%
Due date: 23:59 MYT Tuesday, Week 7
Length: 2000 words +/- 10%
Subject learning outcomes:

• SLO3: Develop potential solutions to address various marketing concerns.

Instructions
1. In this task, you will establish a connection between the Unique Selling Proposition (USP) and the
company's marketing strategy for reviving the failing product. The USP is a critical component that sets
the product apart from its competitors and forms the foundation of the marketing messaging and
positioning. Based on your marketing pitch in A2, you are required to now relate the unique selling
proposition (USP) to the company’s marketing strategy.

• General suggested outline of the report:

o Executive Summary
▪ One-page brief to highlight the summary of the marketing plan.
▪ Describes the market and the product it will serve. It should point out just exactly
what will be sold, to whom and why the product will hold a competitive
advantage over other competitors.
o Marketing Strategy & Activity
▪ The pricing of your product, how you plan to distribute it and how you plan to
promote it to your targeted customers.
• Price: How you price your product? Also anticipate and discuss how you
plan to deal with your competitors’ prices.
• Place: The type of distribution network you choose will depend upon
your target market preference. A good way to make your decision is to
analyse your competitors to determine the channels they are using,
then decide whether to use the same type of channel or an alternative
that may provide you with a strategic advantage.
• Promotion: The promotion strategy is the basic form of communication
designed to sell your product or service. To accomplish this, the
promotion strategy encompasses every marketing tool utilized in the
communication effort. This includes advertising, personal selling, public
relation, sales promotion, and others.
• Product: The changes in product line or branding.
 o Conclusion
▪ Draws logical expectations of the success of the product after one year of its
launch.

Submission guidelines
• Word count: The word length is 2000 words ± 10%, excluding table of contents and references but
including tables and figures. State the word count in the last page before the References page.

• Formatting: The assignment must be submitted as a Word Document. The settings of the Word
document include A4 portrait size paper with 1 inch page margins in Times New Roman 12 with 1.5 line
spacing in justified format.

• Cover page: Students must attach an assignment cover page with their name, student ID, subject code
and title, and the deadline for the assignment.

• Referencing style: Use APA 7th referencing style. No footnotes. Try to present your tables and figures
(together with labels and references) in the actual report for easy reading, not in the appendices.

• After submitting your assessment on eLearn, ensure that your Turnitin similarity index is no more than
15%. A higher score will be flagged for plagiarism. If it is higher than 15%, you may delete your
submission (before the due date) and resubmit another copy of your assessment.

Feedback
Your assessment will be marked using the rubric below.
Criteria/Level Outstanding, Excellent, Good, Satisfactory, Fail
A+ A to A- B+ B (0%-59%)
(80%-100%) (70%-79%) (65%-69%) (60%-64%)
Analysis Comprehensively Good link Relevant link Minimal link No clear link
[40%] link components components of components of components of components of
of the the problem(s) the problem(s) the problem(s) the problem(s)
problem(s) with with depth of with brief with superficial analysis.
depth of analysis. analysis. analysis.
analysis.
Marketing Significant Good application Relevant Minimal No appropriate
Strategy application and and analysis of application and application and application and
[50%] analysis of theories and analysis of analysis of analysis of
theories and concepts with theories and theories and theories and
concepts with relevant concepts with concepts with concepts with
relevant examples. relevant relevant relevant
examples. examples. examples. examples.
 Reading and Written work Written work has Written work Written work
Written work
References exhibits some a few well- contains contains
exhibits mature
[10%] well-developed, developed, inadequate inadequate
treatment of
logical and logical and organisation, organisation,
content,
relevant ideas. relevant ideas unstructured unstructured
exhibiting well-
but sometimes sentences with sentences with
developed
Written work difficult to many errors and major errors and
logical and
meets understand. limited writing unacceptable
relevant ideas
expectations skills and some writing skills and
and it is
with some Written work evidence of no evidence of
effectively
occasional still meets appropriate appropriate
organized,
unstructured expectations referencing. referencing.
developed and
sentences and with some
easy to
good evidence of structured
understand.
appropriate sentences and
Written work referencing. minor errors and
meets adequate
expectations and evidence of
strong evidence appropriate
of appropriate referencing.
referencing.

Support
For further support, please visit Important Contacts for a range of support services and resources to help you in
your learning.

Academic integrity
Assessment plagiarism, cheating, fabrication, falsification of data or any form of assessment dishonesty is a
misconduct. Refer to the Programme Handbook for more information regarding student responsibilities.

Assessment extensions
You can find information on how to request for an assessment extension in the Subject Outline. You can find
more important information regarding penalties for late assessment submissions, publication of results, return
of marked assessments and re-sit in the Programme Handbook.