CX554101 Introduction to Marketing
LEARNING OUTCOMES ASSESSED
LO 1 Identify and analyse marketing environmental factors that impact marketing activities
LO 5 Demonstrate understanding of factors influencing buyer behaviour.
| Question | Learning Outcome assessed | Marks Allocated |
| Part One | LO1 | 36 |
| Part Two | LO2 | 34 |
| 70 (35%) |
INSTRUCTIONS
The report for assessment must be submitted to TURNITIN in order for it to be accepted. Further instructions for this process is available on the course outline.
Submissions received late will be subject to a penalty of 10% of the student’s mark.
ENSURE YOUR SUBMISSION IS FORMATTED AS FOLLOWS:
- As a Microsoft Word document
- 12 point, Times New Roman font or 12 point Arial
- Justified
- 5 line spacing
- Margins of 2.5 centimeters top and bottom and 3.2 centimeters left and right
- All pages to be numbered correctly
- Appropriate heading/subheadings
Assignment Objectives/ Aim
This is an individual assessment which aims to assess students’ understanding of the key areas of understanding the marketing environment and the impact this has on marketing decisions. It also assesses student’s understand of factors influencing buyer behavior.
The answers should illustrate a sound knowledge of the various theoretical concepts used, and relate those concepts to reality by way of appropriate examples, wherever possible. CX554101 Introduction to Marketing
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PART ONE: MARKETING ENVIRONMENT (LO1)
TASK
Dynamic Marketing Research NZ (DMRNZ) is a fully integrated research company based in hub of City of Sails (Auckland, CBD). The organization’s aim is to provide a fully customized service solution from marketing survey design, through to environmental analysis and reporting, or to assist the valuable clients with anything in between.
You have recently been hired as a marketing research analyst for DMRNZ and as your first project, you will be working collaboratively with your team to prepare a brief marketing environmental analysis report for Otago Polytechnic International Campus, based in Auckland CBD, given the ever changing international education market they are competing in. CX554101 Introduction to Marketing
Required:
Your report should contain:
1. An analysis of micro-environmental factors (at least two) and organization’s internal environment (at least two) which are impacting or may impact OPAIC over the coming 2-3 years. (8 marks)
Marking Guide
- 2 internal factors x 2 marks for each internal factor = 4 marks
- Full marks will be awarded for correct identification and strong analysis of each of the internal factors and its impact on OPAIC’s strategy in coming 2-3 years.
- 5 marks awarded for correctly identifying the internal factors, 1.5 marks allocated for strong analysis = 2 marks each
- 2 micro factors x 2 marks for each micro factor = 4 marks
- Full marks will be awarded for correct identification and strong analysis of each of the micro factors and its impact on OPAIC’s strategy in coming 2-3 years.
- 5 marks awarded for correctly identifying the micro factors, 1.5 marks allocated for strong analysis = 2 marks each
2. An analysis of the macro-environmental factors i.e. PESTLE (at least four) which are impacting or may impact OPIAC over the coming 2-3 years. (8 marks)
Marking Guide
- The learner should provide an analysis on four external factors which will impact on OPAIC’s strategy i.e. PESTLE (political, economic, socio-cultural, technological, legal and environmental factors – whichever is relevant)
- 4 external factors x 2 marks for each external factor = 8 marks
- Full marks will be awarded for correct identification and strong analysis of each of the external factors and its impact on OPAIC’s strategy in coming 2-3 years.
- 5 marks awarded for correctly identifying the external factors, 1.5 marks allocated for strong analysis = 2 marks each
3. Complete a SWOT analysis for OPIAC based on your findings. (8 marks)
Marking Guide
- 2 strengths identified and discussed = 2 marks
- 2 weaknesses identified and discussed = 2 marks
- 2 opportunities identified and discussed = 2 marks
- 2 threats identified and discussed = 2 marks
- If strength, weaknesses, opportunities and threats are identified but not briefly discussed, award 1 mark only.
4. Discuss why ethics and social responsibility is an important consideration for this organization in relation to its marketing activities, provide 2 specific examples of how OPIAC is demonstrating this (6 marks)
Marking Guide
- Discussion of importance of ethics and social responsibility for OPAIC (2 marks)
- A strong discussion of why ethics and social responsibility is important for OPAIC in relation to its marketing activities will be awarded full marks, a reasonable discussion will be awarded 1 mark and a weak discussion will be awarded 0-0.5 marks.
- 2 specific examples of how OPAIC demonstrates ethics and social responsibility = 2 marks
5. Based on the micro-environmental, macro-environmental and SWOT analysis above, provide recommendations (at least 3) to the management of OPAIC to improve its marketing strategies. CX554101 Introduction to Marketing. (6 marks)
Marking Guide
- 3 recommendations x 2 marks = 6 marks
- Strong recommendation provided based on micro-environmental, macro-environment and SWOT analysis – 2 marks
- Reasonable recommendation provided based on micro-environmental, macro-environment and SWOT analysis – 1 mark
- Poor recommendation provided based on micro-environmental, macro-environment and SWOT analysis – 0.5 marks
Word Limit: 1000 words
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PART TWO: BUYER BEHAVIOUR (LO5)
1. Evaluate the influence reference groups exert on consumer behavior for a brand or product of your choice. (3 marks)
Suggested marking guide:
Reference group explained: 1.0 mark
Not evident 0 mark
Poor explanation 0.25 marks
Adequate explanation 0.5-0.75 marks
Excellent explanation 1.0 mark
Suggested marking guide:
(Application to one brand or product: 3 marks)
Not evident 0 mark
Lacks relevance 0.75-1.25 marks
Adequately applied 1.5-1.75 marks
Good understanding and application 2.0-2.25 marks
Excellent understanding and application 2.5-3.0 marks
2. Explain how an understanding of the concept of family life cycle will enable a marketer to develop marketing strategies for their brands. Give an example of a business that has capitalized on this concept. (3 marks)
Suggested marking guide:
Family life cycle explained: 2 marks
Not evident 0 mark
Poor understanding 0.5 marks
Adequate understanding 1.0 mark
Good understanding 1.5 marks
Excellent understanding 2.0 marks
Suggested marking guide:
(One marketing strategy: 1 mark)
Not evident 0 mark
Selected example lacks relevance 0.25 marks
Suitable example but with inconsistencies 0.5 marks
Relevant example & fully justified 1.0 mark
3. Evaluate the influence that social class would exert on an individual consumer for a brand or product of your choice. (4 marks)
Suggested marking guide: (Suitable explanation: 2 marks)
Not evident 0 mark
Poor explanation 0.5-0.75 mark
Adequate explanation 1.0-1.5 marks
Excellent explanation 1.75-2.0 marks
Suggested marking guide: Application to one example: 2 marks)
Not evident 0 mark
Selected example lacks relevance & justification 0.5-0.75 mark
Suitable example but with inconsistencies 1.0-1.5 marks
Relevant example & fully justified 1.75-2.0 marks
4. Jett’s gym will be embarking on a national membership drive. Apply your understanding of attitudes to suggest two possible strategy to influence non-members. (4 marks)
Suggested marking guide: (Example, one appropriate strategy proposed: 2 marks) Two are needed
Not evident 0 mark
Lacks relevance 0.5 marks
Adequate application 1 marks
Good understanding and application 1.5 marks
Excellent understanding and application 2.0 marks
5. Explain how our self-concept influences our choices of fashionwear and link the discussion to two examples.
(4 marks)
Suggested marking guide: (Self-concept suitably explained: 2 marks)
Not evident 0 mark
Poor explanation 0.5-0.75 mark
Adequate explanation 1.0-1.5 marks
Excellent explanation 1.75-2.0 marks
Suggested marking guide: Application to one example: 2 marks)
Not evident 0 mark
Selected example lacks relevance & justification 0.5-0.75 marks
Suitable example but with inconsistencies 1.0-1.5 marks
Relevant example & fully justified 1.75-2.0 marks
6. Explain the buyer decision making process and discuss need recognition. Information search, evaluation of alternatives, the purchase decision ad post – purchase behavior as applied to your decision to choose OPAIC as a choice of institute. CX554101 Introduction to Marketing (8 marks)
2 marks awarded for outlining the decision-making process
4 marks awarded for linking personal examples to the model for each step
2 marks awarded for providing gaps/weakness of the model in relation to the personal example choosen.
7. Outline 4 major characteristics affecting consumer behavior which influenced your decision to choose NZ as a study decision. (8 marks)
Suggested marking guide: Application to one example: 2 marks)
Not evident 0 mark
Selected example lacks relevance & justification 0.5-0.75 marks
Suitable example but with inconsistencies 1.0-1.5 marks
Relevant example & fully justified 1.75-2.0 marks
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END OF ASSESSMENT