Subject Code & Title: BUSM4739 Marketing For Managers
Assessment type: Report (individual)
Weighting: 30%
Word limit: 1750 (+/- 10%) The word limit excludes the Executive Summary, Table of Contents, Tables, Diagrams and Reference List.
Overview :
The main aim of this Marketing Intelligence report is for you to conduct intelligence research of internal and external actors and forces that are influential to the Industry Partner (refer to Canvas Assessments page) and its industry/market. You will then need to present preliminary ideas of strategy that can help the Industry Partner to grow. You will need to refer to this same Industry Partner for all the assessments in this course.
BUSM4739 Marketing For Managers Assessment-RMIT University Australia.
You will need to apply several marketing activities taught in the course to conduct such research and propose the preliminary strategy for the Industry Partner to consider. By applying your knowledge to a live marketing problem presented by the Industry Partner, you will be able to demonstrate your understanding of the theories from the course and justify your proposed growth strategies.
Your research and analysis in Assessment 1 will enable you to evaluate the strengths, weaknesses,opportunities and threats of the Industry Partner and synthesis possible growth strategies. You will receive written (on Canvas) and verbal feedback (discussed in class) as to help you to prepare for Assessment 2 and 3. Information from Assessment 1 will further help you to develop a Value Proposition (Assessment 2) and Communications strategy (Assessment 3) relevant to the Industry Partner.
Assessment criteria:
This assessment will measure your ability to:
• Apply relevant marketing theories and tools to conduct marketing situation analysis (8 points)
• Conduct a SWOT analysis to generate a comprehensive overview of the internal and external situation of an organisation (4 points)
• Synthesis SWOT into TOWS to ideate relevant strategy to leverage on an organisation’s strengths and opportunities, improve weaknesses and minimise threats (7 points)
• Utilise Ansoff’s matrix to justify relevant growth strategy for an organisation (7 points)
• Present a marketing intelligence report in a clear, concise, informative and professional format (4 points).
Course learning outcomes:
This assessment is relevant to the following course learning outcomes:
CLO1 Apply the key concepts and tools of marketing theory and practice to enable application of marketing functions in a professional context.
CLO5 Present quantitative information in a clear, simple and informative format.
Assessment details:
Introduction:
In this assessment you are required to conduct research to gather publicly available information about the Industry Partner’s (refer to Canvas Assessment page) internal situation and external factors/trends that are currently taking place in the market/industry, where the Industry Partner is operating. You will need to refer to this same Industry Partner for all the assessments in this course.
BUSM4739 Marketing For Managers Assessment-RMIT University Australia.
Market intelligence is positioned within the situation analysis, which is the first part of a marketing plan where external market influences and internal organisational resources and capabilities are assessed, in order to inform marketing opportunities for the organisation.
You will need to summarise your external and internal analysis in a form of SWOT analysis. Based on your SWOT analysis, you will generate some growth strategies for the Industry Partner using TOWS analysis and an Ansoff matrix.
Executive summary:
The summary provides a summation of the report’s aim and findings. An executive summary is beneficial for Executives who might not have time to read an entire report but want to understand the main findings/highlights of the report. The executive summary is not an introduction that informs what is to come.
The reader needs to know exactly what you did and why, and importantly what you found and recommend. The conclusion of your proposed argument (recommendation, or key findings) appears in your executive summary.
Section 1: External analysis
• Define the industry/market in which the Industry Partner is currently operating and present some publicly available data about the industry.
• Analyse such industry/market by applying a PESTLE analysis model to discover some market forces and trends that have major implications for the Industry Partner.
• Analyse the current/existing customers of the Industry Partner. You can draw your information from the literature and scholarly materials. In this consumer research, you will need to identify major factors that affect them and their buying decisions, their needs and desires.
• All findings and information discussed in this section need to be referenced and justified using evidence-based literature.
Section 2: Internal analysis
• Gather all publicly available information about the Industry Partner, particularly regarding their brand purpose and current value proposition.
• Present a comprehensive description of who they are, their purpose in the market, their current promises to customers as well as their competitive advantages in the industry/market. Identifying their resources and capabilities would also be helpful in this section.
• All findings and information discussed in this section need to be properly referenced.
Section 3: Summary of Internal and External analysis
• Summarise both of the external and internal analysis in the previous sections into a SWOT analysis matrix. Your internal analysis (Section 2) will inform the content of your analysis of the Industry Partner’s Strengths and Weaknesses, and your external analysis (Section 1) will inform the Industry Partner’s Opportunities and Threats.
• Findings and information discussed in this section will need to be referenced and justified using academic/scholarly articles to add evidence-based literature.
BUSM4739 Marketing For Managers Assessment-RMIT University Australia.
Section 4: Ideation
• Convert your SWOT into a TOWS matrix, indicating several strategies that you might find useful for the Industry Partner based on the information presented in Section 3. Remember to take into consideration the Industry Partner’s brand purpose, resources and capabilities when generating these strategies and elaborate and justify each of the strategies mentioned in the TOWS matrix.
• Based on the strategies generated from TOWS, use the Ansoff’s matrix to propose product/service-related growth strategies for the Industry Partner. Like TOWS, elaborate and justify Ansoff’s growth recommendations.
• All findings and information discussed in this section need to be referenced and justified using academic/scholarly articles to add evidence-based literature.
Section 5: Conclusions
• Provide a comprehensive conclusion of your report, drawing from the content of Section 1-4.