HC1082 Marketing T2 2020

Trimester  	T2 2020  
Unit Code  	HC1082  
Unit Title  	Marketing  
Assessment Type Individual Assignment 1  
Holmes Institute

Purpose of the assessment (with ULO Mapping)

1. Evaluate theoretical and practical knowledge of Marketing
2. Analyse marketing issues and strategies using core marketing concepts
3. 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.

Assignment Specifications

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

1. Explain the concept of Market Segmentation and describe at least three target markets on the “Grilled YouTube video”
2. 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 Market

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)

The aim of the Assignment

1. 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.

1. Must justify your discussion 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 contents

Introduction (400 words)

Part 1 – Discussion (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 – Discussion (1200 words)

• Marketing Mix o Product o Price o Promotion o Place
• Target Market
• Distribution channels
• Promotional communications and tools

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

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