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The assessment for GBE804 Business Enterprise Operations: Marketing is comprised of two assessments as follows:
Marketing Synthesis 72 hour exam
Due: 11.55pm Friday 26th September 2014
Refer: Appendix 1. Marketing synthesis – Marking schedule
Entrepreneurial marketing requires the ability to understand market concepts and then to apply them to a business situation.
You are required to academically research and define key marketing concepts, and to apply them to a prescribed business (through actual or realistic examples). The topics you will be expected to research, define, reference and apply include:
Current Competitive Advantage
Current Total Product/Service Offering (core/actual/augmented)
Current Direct Competitors
Current Segment – Consumer market
Current Segment – Business market
Proposed Innovative Strategy (your own NEW idea for the business and justification)
Current Pricing Strategy
Current Public Relations Strategy
Current Communications Proposition – slogan/promotional message
You will be given a template to complete this exercise; you must complete each section electronically. 72 hours prior to the due date you will be given your relevant business. You may begin this assessment earlier by completing research, definitions (in your own words) and referencing of the topics above. Your submission is expected to have appropriate APA referencing and correct spelling and grammar.
Length: 1,000 words or 2 pages, plus appendices
Due: 11.55pm Thursday 16th October 2014
Refer: Appendix 2. Marketing strategy marking schedule
A successful brand relies on the ability to plan, implement and control marketing strategies. You are to compile and present a marketing plan for your own business. To do so you will need to profile your business and market, assess the environment through a SWOT and PESTE analysis, define specific marketing objectives, develop specific strategies, determine how you will implement your plan, and determine how you will evaluate the success of the implementation and what you might need to correct.(see marking schedule below).
Your plan should be developed with the proposed customer/s and products/services in mind, while also ensuring that it is an appropriate fit to your current business.
You are expected to demonstrate thorough research skills, and balance academic content with the realities of the business environment you have identified.
Length: Maximum 20 pages, plus bibliography and appendices
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