Deakin’s Bachelor of Commerce and MBA are internationally EPAS accredited.Deakin Business School is accredited by AACSB and EQUIS.MMK368 Business MarketingTrimester 1, 2021Assessment 1B – Market Analysis & Target MarketStrategy DUE DATE AND TIME:PERCENTAGE OF FINAL GRADE:WORD LIMITWeek 11, Thursday 27 May 2021, 8.00 PM40%3,500 words (There is no ± 10%) Learning Outcome Details Unit Learning Outcome (ULO)Graduate Learning Outcome (GLO)ULO 1: Apply fundamental marketing concepts and processes inbusiness-to-business marketing contexts.GLO1: Discipline-specific knowledgeand capabilitiesULO 3: Critically analyse and synthesise information fromacademic, industry publications, market research, and otherbusiness-to-business marketing sources.GLO3: Digital literacyULO4: Develop a business-to-business marketing plan based on researchand critical analysis.GLO4: Critical thinking Assessment Feedback:Students who submit their work by the due date will receive their marks and feedback on CloudDeakin on 17/06/2021,before 5.00 PM.Description / RequirementsASSESSMENT 1B MARKET ANALYSIS and TARGET MARKET SUMMARYAssessment 1B is an individual assessment task. Your Market Analysis is based on the data you prepared in Assessment1. Your Market Analysis will comprise:1. Reporting market demand.2. Segmenting the market.3. Identifying and evaluating segments for APMC to select as targets.Page 2 of 42. Your Target Market Strategy is based on the Market Analysis. You are required to propose a business-to-businesstarget market strategy explaining and justifying how APMC will establish and maintain a long-term business presence inthe market for the country you selected.Further information for this assessment task is provided the Target Market Background document and the Assignment 1Brubric. The concepts and processes required to complete Assessment 1B are provided in Classes and Workshops forWeek 1 to Week 10, located the Cloud Resources folders.Reports not meeting a presentation standard required for a Deakin University level-3 and a top-10 Australian company willbe penalized or returned ungraded.Submission InstructionsASSESSMENT 1B: SUBMISSION REQUIREMENTSYou must submit two files to the Assessment 1B drop box by the due date and time.1. A Market Analysis and Target Market Strategy report as a Microsoft Word document.Name the file: SURNAME COUNTRY Market Analysis where “Surname” is your surname as it appears yourofficial Deakin enrolment and “Country” is the country you registered in the Cloud for Assessment 1. Forexample: GAARENSTROOM AUSTRALIA Market Analysis.docx. Do not include any other information inyour file name. A 10% penalty of the available marks applies for submission of any documenttype that is not Microsoft Word.2. The data file you used to prepare your Market Analysis. The Excel file will not be assessed.Name the file: MMK368 Market Analysis Data.WORD COUNTSWord Count Penalty: The following penalties apply to assignment in excess of the 3,500 word limit:• If your report exceeds the word limit by 10% or less, 5% of the available marks will be deducted.• If your report exceeds the word limit by 11-20%, 10% of the available marks will be deducted.• If your report exceed the word limit by 21-30%, 15% of the available marks will be deducted, etc.• This process will continue for each additional 10% that the word count is exceeded.• Work that is submitted more than five days after the due date will not be marked. You will receive 0% for thetask.The Unit Chair may refuse to accept a late submission where it is unreasonable or impracticable to assess the task afterthe due date.The following are NOT included in the word count:• The Executive Summary.• The words in the Title Page.• The words in the Table of Contents.• The words in the page with the List of Tables.Page 3 of 4• The words in the page with the List of Figures.• Words in tables, figures, diagrams, and graphs.• References lists.• Appendices.The following ARE included in the word count:• All other words in the body of the report.• Words in headings and sub-headings.• Words in labels for tables, figures, diagrams, and graphs.Page 4 of 4You must keep a backup copy of every assignment you submit, until the marked assignment has been returned to you. Inthe unlikely event that one of your assignments is misplaced, you will need to submit your backup copy. Any work yousubmit may be checked by electronic or other means for the purposes of detecting collusion and/or plagiarism.When you are required to submit an assignment through your CloudDeakin unit site, you will receive an email to yourDeakin email address confirming that it has been submitted. You should check that you can see your assignment in theSubmissions view of the Assignment drop box folder after upload, and check for, and keep, the email receipt for thesubmission.Notes• Penalties for late submission: The following marking penalties will apply if you submit an assessment task afterthe due date without an approved extension: 5% will be deducted from available marks for each day up to fivedays, and work that is submitted more than five days after the due date will not be marked. You will receive 0% forthe task. ‘Day’ means working day for paper submissions and calendar day for electronic submissions. The UnitChair may refuse to accept a late submission where it is unreasonable or impracticable to assess the task afterthe due date.• For more information about academic misconduct, special consideration, extensions, and assessment feedback,please refer to the document Your rights and responsibilities as a student in this Unit in the first folder next tothe Unit Guide of the Resources area in the CloudDeakin unit site.• Building evidence of your experiences, skills and knowledge (Portfolio) – Building a portfolio that evidencesyour skills, knowledge and experience will provide you with a valuable tool to help you prepare for interviews andto showcase to potential employers. There are a number of tools that you can use to build a portfolio. You areprovided with cloud space through OneDrive, or through the Portfolio tool in the Cloud Unit Site, but you can useany storage repository system that you like. Remember that a Portfolio is YOUR tool. You should be able to storeyour assessment work, reflections, achievements and artefacts in YOUR Portfolio. Once you have completed thisassessment piece, add it to your personal Portfolio to use and showcase your learning later, when applying forjobs, or further studies. Curate your work by adding meaningful tags to your artefacts that describe what the artefactrepresents.
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