MRKT20052 Marketing Management and Digital Communications

1 Portfolio Articles Analysis
Assessment Type
Portfolio
Task Description
For this assessment, each student will be analysing two news articles for tutorial discussion and submission on two
separate weeks. Assessment 1A is due in week 4 and Assessment 1B is due in week 6 (refer to the Schedule
section and Moodle for information on due dates).
This is an individual assessment with a maximum word count of 1000 words for each article analysis (including
references). In your write ups, the emphasis should be on identifying the marketing implications of the events or
incidents described in the selected articles.
List of articles to choose from for both Assessment 1A and Assessment 1B will be provided on the Moodle site for the
unit in ‘Assessments’ folder. For each article analysis prepare a write-up (in .doc or .docx format) of no more than 1000
words for submission via Moodle.
The write-up for each article should be presented in the following format (ensure to use these points as sub-headings in
your write-up):
1. Concise summary of the key issues illustrated in the article.
2. Explanation of why the issues illustrated in the articles are important.
3. Discussion of implications of these issues from a marketing perspective.
For each write-up, provide a list of at least 4 academic citations and references plus the reference for the chosen article .
Only references used in text should be included in your reference list. The references should consist of published
academic and research papers and textbooks in the write-up to support key points. Ensure that your references are
relevant to the issues discussed. Referencing should follow the APA style.
Each article analysis submission is worth 10% equating to a total of 20% of the mark for the unit. Tutorial class activities
in weeks 2 – 3 are designed to assist students in preparing for their week 1A assessment (due on Friday, week 4) and
tutorial activity in weeks 4 and 5 for their 1B assessment (due on Monday, week 6).
Tutors will take note of the participants in class. Distance/online/flex students will discuss their analysis of articles 1 and
2 in the allocated Moodle discussion forum in weeks 3 and 5, respectively.
Academic Misconduct will be monitored to ensure that your submitted work is original and not purchased or copied from
other students. Where assessments are found to be similar or purchased, penalties will be applied in accordance with
University policy. Late penalties of 5% of the total mark will be deducted for every day late unless you have received an
Assessment Extension from the Unit Coordinator.
Assessment Due Date
Assessment 1A – Portfolio Article 1 Due: 6th December, Friday of week 4 (5PM AEST); Assessment 1B – Portfolio Article 2
Due: 23rd December, Monday of week 6 (5PM AEST)
Return Date to Students
Results will be released after moderation is completed (expected release to students is 2 weeks after submission
excluding public and University holidays time).
Weighting
20%
Assessment Criteria
Both Assessment 1A and 1B are marked usng the same criteria.
1. Summary of key issues (1.5 marks)
2. Explanations of issues’ importance (2 marks)
3. Reflective analysis (4 marks)
4. Writing style (1 mark)
5. Evidence of research (1.5 marks)
Assessments will be marked in Feedback Studio.
Penalties apply for late submission (5% mark will be deducted from the total mark per day unless an approved extension
has been granted).
Referencing Style
American Psychological Association (APA)
Submission
Online
Submission Instructions
Please ensure you submit your work as a word document (.doc or .docx) through relevant assessment submission link in
unit’s Moodle page (link for submitting Assessment 1A is located in week 4 folder and for Assessment 1B in week 6
folder)
Learning Outcomes Assessed
Research and analyse the marketing environment and evaluate marketing opportunities.
Analyse marketing concepts and theories in relation to business challenges, reflect upon the issues and
synthesise complex information to develop solutions.
Critically assess the key role of marketing management including digital and traditional communications in the
business environment.
Effectively communicate marketing knowledge in general business contexts.
Graduate Attributes
Knowledge
Communication
Cognitive, technical and creative skills
2 Marketing Plan
Assessment Type
Report
Task Description
Students are required to choose ONE of four businesses/products listed in Moodle. These are new products/services
which will be introduced into the Australian market early in 2020. This assessment requires students to work individually
on their selected business/product to create a comprehensive strategic marketing plan with a maximum word limit of
2,500 (from the introduction to the references). Your assessment should be an application of relevant marketing
concepts that you have learned throughout this unit.
There is no need to go into details about explaining marketing concepts, rather it should be an applied discussion (i.e. do
not provide definitions and descriptions of relevant concepts, instead you are required to apply those to your selected
business/product; you will be assessed on the quality of your conducted analysis).
Please upload the assessment through the Assessment 2 Moodle submission link. Each assessment must be uploaded as
a word document in a .doc or .docx file. Use APA Referencing style.
Academic Misconduct will be monitored to ensure that your submitted work is original and not purchased or copied from
other students. Where assessments are found to be similar or purchased, penalties will be applied in accordance with
University policy. Late penalties of 5% of the total mark will be deducted for every day late unless you have received an
Assessment Extension from the Unit Coordinator.
Assessment Due Date
Week 9 Monday (20 Jan. 2020) 5:00 pm AEST
Upload in Moodle.
Return Date to Students
Week 11 Monday (3 Feb. 2020)
Results and feeback will be found in Moodle after moderation has been completed.
Weighting
40%
Assessment Criteria
A brief marking criteria is provided below. A more detailed marking rubric will be provided on Moodle.
1. Introductory section (4 marks)
2. Situation and customer analysis including problem statement (8 marks)
3. Objectives and marketing strategy (8 marks)
4. Evaluation,budget, and conclusion (8 marks)
5. Evidence of research and referencing (8 marks)
6. Report format and writing style (4 marks)
Referencing Style
American Psychological Association (APA)
Submission
Online
Learning Outcomes Assessed
Research and analyse the marketing environment and evaluate marketing opportunities.
Analyse marketing concepts and theories in relation to business challenges, reflect upon the issues and
synthesise complex information to develop solutions.
Critically assess the key role of marketing management including digital and traditional communications in the
business environment.
Research, develop and communicate a comprehensive marketing plan.
Effectively communicate marketing knowledge in general business contexts.
Graduate Attributes
Knowledge
Communication
Cognitive, technical and creative skills
Research
Self-management
Ethical and Professional Responsibility
Leadership
Examination
Outline
Complete an examination
Date
During the University examination period
Weighting
40%
Length
120 minutes
Details
Dictionary – non-electronic, concise, direct translation only (dictionary must not contain any notes or comments).
Closed Book
Academic Integrity Statement
As a CQUniversity student you are expected to act honestly in all aspects of your academic work.
Any assessable work undertaken or submitted for review or assessment must be your own work. Assessable work is any
type of work you do to meet the assessment requirements in the unit, including draft work submitted for review and
feedback and final work to be assessed.
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source of this information by using the correct referencing style for your unit. Using others’ work without proper
acknowledgement may be considered a form of intellectual dishonesty.
Participating honestly, respectfully, responsibly, and fairly in your university study ensures the CQUniversity qualification
you earn will be valued as a true indication of your individual academic achievement and will continue to receive the
respect and recognition it deserves.
As a student, you are responsible for reading and following CQUniversity’s policies, including the Student Academic
Integrity Policy and Procedure. This policy sets out CQUniversity’s expectations of you to act with integrity,
examples of academic integrity breaches to avoid, the processes used to address alleged breaches of academic
integrity, and potential penalties.
What is a breach of academic integrity?
A breach of academic integrity includes but is not limited to plagiarism, self-plagiarism, collusion, cheating, contract
cheating, and academic misconduct. The Student Academic Integrity Policy and Procedure defines what these terms
mean and gives examples.
Why is academic integrity important?
A breach of academic integrity may result in one or more penalties, including suspension or even expulsion from the
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What can you do to act with integrity?
Where can I get assistance?
For academic advice and guidance, the Academic Learning Centre (ALC) can support you in becoming confident in
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