Task Description

Individual Written Task – 2:

This assessment task requires you to analyze the “marketing and competitive environment” of a University brand (such as “CQUniversity” etc.) in Australia. Consider that you are a marketing manager of one such University in Australia. The analysis of the marketing and competitive environment should include (but is not limited to): background, market summary, and demand assessment, segmentation & target market, current marketing mix analysis [including current offer (product/service), distribution, promotion, and price], PEST analysis, competitor analysis of a close competitor/competing brand), SWOT analysis, and value & brand positioning analyses.

Notes:

• The word limit for this report is 1500, excluding abstract or executive summary and references.
• It is expected that the report will be based on research findings, including data and information from the Australian Bureau of Statistics, Austrade, relevant and authentic Websites, textbooks, recent (i.e., 2012-2017) and relevant journal papers, personal experience and observation.
• This report requires students to demonstrate an understanding of relevant concepts, theories, tools, and models covered up to week 5 (at a minimum level).
• You need to follow similar examples that are available in your textbook, Moodle site and/or on the Web.
• You are strongly suggested to attend the lecture, tutorial, and online discussion sessions.
• Each assessment must be uploaded as a .doc or .docx file (word file).
• The “Turnitin” matching rate must not exceed 30%. The unit coordinator in consultation with the Deputy Dean of Learning and Teaching (DDLT) will decide about the nature of a penalty for a greater than 30% matching rate.
• Please familiarize yourself with the policies, such as assessment extension, late submission penalty and the like.
• If you have any difficulty, please discuss this with your lecturer/tutor and unit coordinator.

Assessment Due Date Vacation Week Friday (14-Apr-2017) 05:00 PM AEST Return Date to Students Week 8 Friday (05-May-2017) Weighting40%Assessment Criteria

• Title page, table of contents and abstract: 2 marks
• Background: 4 marks
• Market summary and demand assessment: 4 marks
• Segmentation and target market: 4 marks
• Current marketing mix analyses: 4 marks
• PEST analyses: 4 marks
• Competitor analyses: 4 marks
• SWOT analyses: 4 marks
• Value and brand positioning analyses: 4 marks
• Conclusion: 2 marks

Citation, language, format and references: 4 marks