Identify the company or brands’ value proposition and the value exchange occurring in the market, resulting in the optimal value proposition.

BCO211 Strategic Marketing Task brief & rubrics

Assignment 1

Task

Individual Task

Choose an organization or brand of your choice and perform a situation analysis.

Start by identifying the business’ positioning and objectives (mission, vision, and values). You are then required to use the tools and models covered in this course to perform an in-depth market analysis, marketing audit and competitive analysis identifying the key market factors (5-C’s). Identify the company or brands’ value proposition and the value exchange occurring in the market, resulting in the optimal value proposition. Evaluate the value proposition as an expression of the business positioning and objectives.

NB: Your selection of organisation or brand will be followed through in assignment 2 and 3.

Your table of contents should include:

Title, executive summary, body of work, summary, references.

The task should be completed as a professional report and submitted (uploaded) in pdf format.

Formalities:

• Wordcount: 2000 • Cover, Table of Contents, References and Appendix are excluded of the total wordcount. • Font: Arial 12,5 pts. • Text alignment: Justified. • The in-text References and the Bibliography must be in Harvard’s citation style.

Submission: 17 October 2021 by 23h59 – Via Moodle (Turnitin).

Weight: This task is a 30% of your total grade for this subject.

It assesses the following learning outcomes:

• Outcome 1: Apply the analytical frameworks used to assess the major decisions facing marketing managers as they attempt to harmonize organizational goals and resources with market needs and opportunities.

• Outcome 2: Understand the place of the marketing plan in the overall business plan and apply the knowledge on practice.

Rubric

Exceptional 90-100 Good 80-89 Fair 70-79 Marginal fail 60-69 Knowledge &

Understanding (20%)

Student demonstrates excellent understanding of key concepts and uses vocabulary in an entirely appropriate manner.

Student demonstrates good understanding of the task and mentions some relevant concepts and demonstrates use of the relevant vocabulary.

Student understands the task and provides minimum theory and/or some use of vocabulary.

Student understands the task and attempts to answer the question but does not mention key concepts or uses minimum amount of relevant vocabulary.

Application (30%) Student applies fully relevant knowledge from the topics delivered in class.

Student applies mostly relevant knowledge from the topics delivered in class.

Student applies some relevant knowledge from the topics delivered in class. Misunderstanding may be evident.

Student applies little relevant knowledge from the topics delivered in class. Misunderstands are evident.

Critical Thinking (30%)

Student critically assesses in excellent ways, drawing outstanding conclusions from relevant authors.

Student critically assesses in good ways, drawing conclusions from relevant authors and references.

Student provides some insights but stays on the surface of the topic. References may not be relevant.

Student makes little or none critical thinking insights, does not quote appropriate authors, and does not provide valid sources.

Communication (20%)

Student communicates their ideas extremely clearly and concisely, respecting word count, grammar and spellcheck

Student communicates their ideas clearly and concisely, respecting word count, grammar and spellcheck

Student communicates their ideas with some clarity and concision. It may be slightly over or under the wordcount limit. Some misspelling errors may be evident.

Student communicates their ideas in a somewhat unclear and unconcise way. Does not reach or does exceed wordcount excessively and misspelling errors are evident.

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