Professional Documents
Culture Documents
PROJECT OBJECTIVES
To gain insights into a specific products marketing strategy and further develop
your understanding of marketing based on a real-life companys product or service
that you intend to improve/change based on an innovative idea.
First, you select a brand (product/service) that is well or less known and provide your insights
and overview of the company i.e. corporate mission, core competencies, the marketing
environment, and the current brand portfolio strengths, weaknesses, opportunities and threats.
Second, you must identify a problem/opportunity with their current strategy and proposed a
marketing solution which can be a new division, a new brand, a line/brand extension. The
selection of your brand must be approved by your Professor by the beginning of the following
week.
Date
See syllabus
See syllabus
See syllabus
See syllabus
Note: Material that come from sources such as Scribd, Slide Share, and so on are generally
other peoples work. You will find pre-done SWOTs for example on such sites. Using them is
inappropriate and constitutes a violation of the AUS plagiarism policy.
Project Outcomes
The words limit of the project will be established by your professor. You will be fundamentally
assessed on the content and critical analysis. Line space should be 1.5. Additional pages
(appendix) can be used for figures, charts, other appendices and references. Further details on
suggested writing style will be provided.
Code of honor
The intention of this marketing project is that the report will be created by you and your group.
Research material will only be used in creating this report. No material from other reports
written by consultants, other students, other teachers is to be referenced or included in this
report.
Table of Contents
Weight
5%
Page
EXECUTIVE SUMMARY (DONE AT THE END)
Appendix
Grading scheme for the Course Project (MKT 201)
Level of achievement
Criteria
Excellent
(90+)
Very
Good/Good (8089.5)
Needs
Improvement
(60-79.5)
Unacceptable
(below 60)
EXECUTIVE SUMMARY (5 %)
Executive
Summary,
(5%)
Two pages
maximum
The executive
summary is succinctly
written and
summarizes the key
findings from the
situational analysis
and key marketing
strategy
recommendations.
An executive
summary is
provided but needs
further work in
terms of
justification of the
marketing strategy
recommendations.
No executive
summary is
provided.
Company
Overview
Corporate
mission,
core
competenci
es based on
points 1.1,
1.2 & 1.3
(10%)
Marketing
environmen
t (micro and
macro)
based on
points 1.4 &
1.5
(10%)
Current
brand
portfolio
and gap
analysis
based on
point 1.6
(10%)
The company
overview is
succinctly written
and provides a brief
description of the
company, its mission
and sources of
competitive
advantage. The
scope of the course
project is clear (i.e.,
product/service/mark
et) and the nature of
the market
opportunity or
problem is explained.
Succinct coverage is
given to industry
analysis,
competition, product
analysis and
customer analysis.
The analysis clearly
highlights internal
problem areas and
external
environmental
trends.
Excellent and
complete description
of the current
portfolio with tables
comparing the
competition. The gap
analysis clearly
shows what is
currently lacking on
the portfolio.
The company
overview and
course project
focus requires
further work.
There are some
minor
shortcomings
pertaining to the
company overview
and the nature of
the identified
market
opportunity/proble
m.
No company
overview,
mission and
project focus
(statement of
market
opportunity/probl
em) are
provided.
No industry
analysis,
competition,
product and
customer
analysis is
provided.
Good description
of the portfolio and
competing brands.
Good identification
of the gap.
No description of
the portfolio.
Total:
30%
Good description
of the intended
strategy deriving
from the gap
analysis in Part 1.
Good description
of the value
proposition
The intended
strategy is
expedited and
not clearly
spelled out.
Value
proposition is
difficult to
understand and
not very
focused
Segmentati
on,
Targeting
and
Positioning
based on
points 2.3 &
2.4
(10%)
Market segmentations
are identified but not
explained. The choice
of target markets is not
fully justified and the
reasons for how the
company should be
positioned are not
highlighted.
No
consideration is
given to market
segmentation,
target
marketing
identification
and positioning.
Marketing
Mix
Strategies
based on
the four Ps
based on
point 2.5
(20%)
No
consideration is
given to
marketing mix
strategies and
their
justification.
Shows complete
lack of
understanding.
Total:
50%
Grammar,
Spelling,
and
Formatting
(5 %)
Use of
Appendices
(5%)
The organization is
generally good. But
some sections seem
out of place or
mislabeled,
diminishing the
ease with which the
course project reads
and is understood.
The organization is
unclear; headings are
missing. Page
numbers may be
missing.
Information is
appropriately
placed in the main
text or an appendix.
Documentation and
There is some
misplacement of
information in the text
vs. the appendix.
Appendices are poorly
The course
project is
disorganized to
the extent that it
prevents
understanding of
content. There
are no headings.
There are no
page numbers.
There are
frequent
misspelled
words, serious
grammatical
errors, and
formatting errors.
Considerable
amount of
material is
misplaced.
Appendices are
documented and
referenced in the
text.
referencing in text
are incomplete.
documented and
referenced in the text.
not documented
or referenced in
text.
Total:
15%