The first assessment task consists of FOUR (4) online quizzes with ten (10) questions in each quiz. Each quiz is a maximum 20 minutes in duration.

Your task is to complete all four online quizzes.

Instructions and advice

• This is an individual assessment (no groups).
• All four quizzes are attempted online through the unit Moodle site.
• Refer to the table below for quiz opening and closing times.
• Each quiz will address content from a relevant chapter of the prescribed textbook.
• Each quiz is worth a maximum 5% towards your overall grade (i.e. 4 quizzes x 5% = 20%).
• Each quiz consists of 10 questions and is a maximum 20 minutes in duration.
• Answer format will be a combination of multiple choice and true or false.
• There are no negative marks for incorrect answers.
• Quizzes can be found under the assessment block on the unit Moodle site.
• These are open book quizzes so you can have your textbook with you when doing each quiz.
• Each online quiz can only be attempted ONCE so do not open the quiz until you are ready to complete the entire quiz.
• Responsibility for access, Internet Service Provider, browsers, Internet connection and the computer you use remains with the student.
• Refer system access problems (e.g. Moodle login or password issues) to the Technology and Services Assistance Centre (tasac@cqu.edu.au) as soon as possible.
• Any problems during the quiz (e.g. screen has frozen) email the Unit Coordinator (w.lawson1@cqu.edu.au) as soon as possible identifying the unit, your full name, student number, campus and approximate time the problem occurred.
• Students are encouraged to provide their own timer and not rely on the computer.

Skills

• Quizzes will test marketing knowledge and understanding.

• Each question is worth half a mark (0.5 marks).
• 10 questions per quiz x 0.5 marks x 4 quizzes.
• Total: Out of 20 marks.

The second assessment task requires you to undertake a market opportunity analysis for a new product. You will present the market opportunity analysis as a portfolio. This portfolio should be 2000 words maximum excluding the title page and reference list.

Your task is to choose ONE (1) of the options listed below and write a market opportunity analysis focusing on current Australian market conditions to determine market attractiveness for your product.

a) GoGoLeash Dog Leash and Collar System (viewed 14/06/2020)

https://www.kickstarter.com/projects/1625182345/gogoleash-all-in-one-dog-leash-and-collar-system?ref=discovery_category_popular

b) Lumos Ultra Bike Helmet (viewed 14/06/2020)

https://www.kickstarter.com/projects/lumoshelmet/lumos-ultra-the-new-standard-in-bike-helmets?ref=discovery_category

c) Montage Organic Everyday Bag (viewed 14/06/2020)

https://www.kickstarter.com/projects/montage/montage-designed-for-all-your-moments-of-life?ref=discovery_category_popular

d) VIE FIT2 Wireless Earphone (Viewed 14/06/2020)

https://www.kickstarter.com/projects/viestyle/vie-fit2-the-soft-custom-fit-true-wireless-earphones?ref=discovery_category_popular

e) A new product for the business/organisation you currently work for or the business/organisation you want to start up. If you choose this option, on-campus (internal) students will need to gain approval from your local lecturer/tutor. Off campus (external) students will need to contact the unit coordinator w.lawson1@cqu.edu.au for approval.

NB: The option you choose will also be used in the Third Assessment task.

You will need to address the following criteria:

1. Describe the new product chosen and current market conditions in Australia by examining relevant business trends, competitors, and customer needs (research evidence is expected to help support your discussion);
2. Analyse the current marketing environment in Australia, including relevant marketing strategies and innovative marketing approaches (e.g. digital and social media), and assess how this may affect consumer purchasing (research evidence is expected to help support your discussion); and
3. Conduct strengths, weaknesses, opportunities and threats (SWOT) analysis for your new product.

Instructions

• This is an individual assessment (no groups).
• Whilst developing your portfolio it is expected that you share ideas and insights on the Moodle forums.
• Submit your portfolio online through the unit Moodle site.

Your portfolio should contain the following:

• A single Word document (no PDF), including a title page, that addresses each of the 3 criteria listed above plus a reference list, using APA referencing style, showing use in-text of at least ten (10) quality sources of information such as from academic journal articles, academic textbooks, trade journals, newspaper articles and industry/business websites.
• Use size 12 font with 1.5 line-spacing in this Word document.
• An appendix or appendices (this is compulsory) inserted at the end of the Word document that includes:
  – Self-evaluation documenting your learning journey.
  – Any other supporting items such as graphs, charts, tables and diagrams you deem suitable.

Skills

• A market opportunity analysis is widely used to determine market attractiveness.
• A portfolio is a collection of items documenting what and how you have learnt.
• This is a challenging assignment. It will provide you with the opportunity to undertake a significant piece of work with a practical commercial application.

• Product description and current market conditions. Out of 10 marks.
• Marketing strategies and innovative marketing approaches. Out of 8 marks.
• SWOT analysis. Out of 6 marks.
• Citations and Reference list. Out of 3 marks.
• Self-evaluation. Out of 5 marks.
• Supporting items. Out of 5 marks.
• Spelling, grammar, and written presentation. Out of 3 marks.
• Total: Out of 40 marks.

The third assessment task requires the submission of TWO (2) items (i.e. one Word file and one PowerPoint file).

You are to write and make a presentation on marketing objectives, marketing strategy, marketing ethics and legal issues for the new product chosen in the second assessment task. The written component should be 2000 words maximum excluding the title page and reference list. The presentation component will be in PowerPoint format with recorded voice-over limited to 6 slides and no longer than 5 minutes in duration.

Assume that the new product chosen in the second assessment task is viable for market entry into Australia. The decision has now been made by senior management to launch this new product into Australia sometime in 2020/2021.

Your task is to prepare marketing objectives, marketing strategy and examine ethical and legal issues when marketing your new product.

You will need to address the following criteria:

1. Propose and justify three (3) marketing objectives you think are achievable within the first six months of product launch (e.g. sales targets, product awareness, customer retention and satisfaction, brand management);
2. Justify the preferred market segments, targeted customers, and intended positioning;
3. Propose and justify marketing strategy for two (2) of the 4Ps; and
4. Examine ethical and legal issues when marketing your new product.

Instructions

• This is an individual assessment (no groups).
• Whilst developing your written component and presentation component it is expected that you share ideas and insights on the Moodle forums.
• Submit both your written component and presentation component online through the unit Moodle site.

Your written component should contain the following:

• A single Word document (no PDF), including a title page, that addresses each of the 4 criteria listed above plus a reference list, using APA referencing style, showing use in-text of at least ten (10) quality sources of information such as from academic journal articles, academic textbooks, trade journals, newspaper articles and industry/business websites.
• Use size 12 font with 1.5 line-spacing in this Word document.

Your presentation component should contain the following:

• A summary only of key information in your written Word document.
• The format will be PowerPoint with recorded voice-over (no word limit) but limited to a maximum 6 slides and a maximum 5 minutes in duration.

Skills

• The written component consisting of the marketing objectives, marketing strategy, marketing ethics and legal issues are all integral elements of a marketing plan.
• Using PowerPoint with recorded voice-over enhances professionalism and helps keep the viewer’s focus during presentations.
• This is a challenging assignment. It will provide you with the opportunity to undertake a significant piece of work with a practical commercial application.