Trimester T2 2020 Unit Code HC1082 Unit Title Marketing Assessment Type Individual Assignment 1 Holmes Institute
Purpose of the assessment (with ULO Mapping)
Task 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 their applications.
Part 2 – Critical Thinking. Must demonstrate critical thinking skills to develop a valid discussion and with supporting evidence 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 answer 2 questions below.
https://www.youtube.com/watch?v=E6zBSYFbW7U
Part 2: Theory and Application of Marketing mix (4Ps of Marketing: Product, Price, Promotion and Place).
Note: Must only need to choose TWO target markets and ONE Product to discuss theory and application.
Burger Middle-age White-Collar Upper-middle class Seniors (age
individuals (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 (ages
Accommodation between (13 and 17)
Bath soap Single parents (Age 35 – 48) Generation Z (ages 28 and 35) between
Running shoes Vegetarians Executives (Generation X – ages
39 to 59)
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 contents
Introduction (400 words)
Conclusion (300 words)
Recommendations (150 words) – must provide source to support recommendations
Reference list (min. 6 academic sources and 4 industry sources). Use correct Harvard referencing style
Marking criteria |
Weighting |
Part 1 |
|
Critical analysis of the concepts of Market Segmentation and Positioning |
4 |
Demonstrates understanding of the concept’s applications |
4 |
Supporting evidence to justify analysis and explanation |
3 |
Sub-total |
15 |
Part 2 |
|
Critical analysis the four Ps of marketing Mix with a chosen product for the selected Target Markets. |
8 |
Demonstrates an understanding of how value can be created |
6 |
Supporting evidence to justify analysis and explanation |
4 |
Writing Mechanics: Format, grammar and expression |
2 |
Sub-total |
20 |
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