这个作业是通过对与营销组合有关的当前营销工作进行审核来评估当前的营销绩效。

MKTG7501 Semester 2, 2020
Assessment 2 Overview

场景:您已被聘为市场顾问。您的工作是通过对与营销组合有关的当前营销工作进行审核来评估当前的营销绩效。这涉及到找到营销证据,使用理论框架分析该证据并评估营销要素的有效性。此外,您还需要整体评估营销组合的绩效,并提供增强建议。

评估的目的是增加学习者对营销组合的了解,并能够使用对营销组合的理解来批判性地评估实际案例。为了表现出色,学习者将需要积极参加讲座并每周完成分配的阅读材料。学习者还需要对相关理论进行研究,并研究市场营销证据。评估和建议也将是这项任务的重要组成部分。请确保您参考完整的标记标准。

这学期的情况是袋鼠米兹(Mizzie the Kangaroo)。

为学生提供了一些初步的背景信息和一些基本的知识,以指导他们的初步理解。但是,您应该扩展此研究以了解市场,并找到市场营销的证据和市场营销的理论基础。您将调查品牌并使用可用的证据来确定当前的营销组合策略,分析该策略的有效性,然后为未来提出建议。

You have been provided a template to follow, it includes the headings, you need to fill in all of the detail. You are to work through the following topics, addressing all areas in the written report. You should discuss relevant theory, evidence and evaluation. The basic overview includes an introduction, followed by a detailed customer persona that you will create, with justification. The 4Ps will then be examined and each is to be evaluated with a score out of 10, providing justification for this score. As an example of evaluation, (not from this semester, just an example for illustrative purposes), you’d have a heading with evaluation followed by detailed justification of that score. Following this, the marketing mix will be evaluated with a score out of 10, with justification. Recommendations should then be proposed and justified before concluding the report.

Report requirements
The report should include a full marketing mix evaluation, working through the content from each topic, evaluating the current evidence to determine the effectiveness of the strategy and making recommendations, with support from marketing theory. Your report will be your own work and backed by your own evidence, evaluation and recommendations. Please ensure you consult the marking criteria for full details of expectations. Notably, students will not just list evidence but will consider and evaluate the marketing mix in relation to optimal marketing success.


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