MRKT20052 Assessment On Marketing Audit

Task description:

Assessment requires students to work in groups of up to five students on the company Ginger Smart (www.gingerandsmart.com) in order to prepare a comprehensive marketing audit. The aim of this assessment is to conduct a systematic, comprehensive, and objective analysis of the marketing activities undertaken by the company. In addition, you are also required to provide at least two recommendations for the company. The marketing audit should be a maximum of 2000 words in length including everything (from title page to references). The written report is worth 30%. Groups are required to present only the comprehensive executive summary during tutorial classes in weeks 10 and 11. Each presentation should not be more than 5 minutes in duration with a maximum of 6 slides (including a title slide and references).

Your submission should show an application of relevant marketing concepts, theories, and analytic tools learned in the unit. The marks for this assessment will depend primarily on presenting appropriate and supporting evidence and also, on the ability to critically write and present the marketing audit report. You are strongly encouraged to use the Academic Learning Centre (ALC) facilities to assist you in preparing a professional report and presentation.

This is a group assessment (the maximum group size is 5 students). All group members must be from the same workshop. Workshop facilitators will provide additional information about forming groups in the workshop classes. Please note that once you are placed in a group, you are not allowed to change groups (i.e., join another group) without prior permission from the teaching staff (workshop facilitator).

Changing groups without informing the teaching staff will result in substantial delay and erroneous mark allocation to group members. A penalty of 10% will be applied to students who change groups without notifying the teaching staff. This is in line with the Assessment Policy and Procedure 4.11 section f) which clearly states assessment specifications (maximum length, presentation format, etc.) and any penalties for not complying with the specifications.

• The presentation of the comprehensive executive summary will require students to discuss an overview of the following sections of the marketing audit:
  1. Situation analysis;
  2. Segmentation, targeting, and positioning (STP);
  3. Analysis of the marketing mix strategy used by the company; and
  4. Recommendations.
• Each group will have a maximum of 5 minutes to present with a maximum of 6 slides (including a title slide and references). It is up to each group to rehearse and manage the time limit for the presentation. Remember to cover only the main points of the report and not everything that is in the written report. The markers will stop the presentation at 5 minutes even if the group has not completed the entire presentation.
• The same mark will be applied to all group members.
• For students, your presentations will start in Week 10 and are expected that all groups are ready to present in week 10.
• For all students: if you are unable to attend a class/Zoom session and do not let your lecturer/Unit Coordinator know in advance or do not have a medical certificate or a sufficient reason why you were not present, you will receive a zero mark for your presentation.

The preparation for this assessment involves extensive research and each group will need to start working on this assessment as early as possible. Both the marketing audit report and the associated PowerPoint slides will need to be uploaded in Moodle under the Assessment 2 submission link by the due date. Any assessment with a Turnitin score of more than 25% will be checked by the marker and unit coordinator for potential plagiarism issues although it may not necessarily mean that you have plagiarised. If there is a substantial similarity score in the Turnitin report, your assessment could be forwarded to an appropriate office/authority.