BUSM4739: Marketing for managers | My Assignment Tutor

Graduate School of Business and Law—BUSM4739: Marketing for managersAssessment 2: Value proposition report Assessment type: Report (individual)Word limit: 2500 (+/- 10%)The word limit excludes theExecutive Summary, Table ofContents, Tables, Diagrams andReference ListDue Date: Sunday of Week 5, 23:59 (Melbourne time)Weighting: 40% OverviewThis Value Proposition report is a continuation of your Marketing Intelligence report (Assessment 1).The aim of this assessment is for you to recommend a new value proposition by incorporating anew brand strategy and product/service innovation strategy for the Industry Partner by drawing fromyour Assessment 1 research findings, and proposed growth strategies.To be successful in this assessment you must draw insights from your Assessment 1 as this iscritical to inform your discussions. You are required to demonstrate your understanding ofcustomers higher-order values and motives, superior application of the Value Proposition creationprocesses, demonstrate a reimagining of a brand purpose and strategy as well as relevantproduct/service strategy. These skills are highly imperative in Marketing to add value to acompany’s brand narrative.You will need to apply several marketing activities taught in the course to complete this report. Asuccessful report will be able to demonstrate appropriate understanding and application of thetheories of Value Proposition creation (such as Brand Purpose, Brand Champion, Value PropositionCanvas as well as Kotler and Lee’s Five Product Levels model) to propose a meaningful ValueProposition that is consistent with the Industry Partner’s brand, and which will be appealing to itstarget market. You will receive written (on Canvas) and verbal feedback (discussed in class) as to helpyou to prepare for Assessment 3.This report will form as a basis when developing further Communications strategy (Assessment 3)to add value to the Industry Partner’s brand narrative.Assessment criteriaThis assessment will measure your ability to:• Formulate a comprehensive brand strategy consistent to an organisation’s brand purpose and theirtarget market values (10 pts)• Formulate relevant product/service strategy that is consistent to an organisation’s brand strategyand compelling for their target market (10 pts)• Formulate a compelling value proposition to generate a persuasive narrative for an organisation(15 pts)• Present a marketing report in a clear, concise, informative and professional format (5 Pts).Course learning outcomesThis assessment is relevant to the following course learning outcomes: CLO1Apply the key concepts and tools of marketing theory and practice to enableapplication of marketing functions in a professional context.CLO2Implement the strategic marketing planning process to develop and manage amarketing plan.CLO3Use the marketing information and research tools to perform a marketingsituational analysis.CLO4Analyse quantitative and qualitative information to assess risk implications inbusiness decisions. Assessment detailsIntroductionIn this assessment, you are required to make several recommendations regarding the IndustryPartner’s value proposition, which relates to their brand and product/service strategy. You will needto draw insights from the analysis that you conducted in Assessment 1.Value propositions incorporate intangible value, inherent in the brand strategy, and tangible valuecontained in your product/service innovation strategy including both core and augmentedproduct/service attributes.The aim of a value proposition is to create a market offering that appeals to your consumers higherorder values and motives and functional desires and/or needs. Value proposition serves two basicfunctions:• it is a promise to deliver value to the target market and• it differentiates a company from its competitors.Supporting activitiesThe following table outlines what is taught in the course and which sections link to the assessment. ConceptsActivity TitleWhere on Canvas?Section 1: BrandpurposeBrand valueBrand championActivity 3.2.0Activity 3.2.0Section 2:Product/ServiceStrategyKotler and Lee’s fivelevels of productActivity 4.2.0Section 3:Value PropositionValue proposition canvasActivity 3.3.0 Report Structure RequirementsThe below sections are a guideline to follow for Assessment 2:Cover PageTable of ContentsExecutive summary• The summary provides a summation of the report’s aim and findings. An executive summaryis beneficial for Executives who might not have time to read an entire report but want tounderstand the main findings/highlights of the report. The executive summary is not anintroduction that informs what is to come.• The reader needs to know exactly what you did and why, and importantly what you foundand recommend. The conclusion of your proposed argument (recommendation, or keyfindings) appears in your executive summary.Section 1: Brand Purpose• In Assessment 1, you completed an analysis of the Industry Partner’s current brand purpose.In Section 1 of this assessment, you will need to firstly evaluate their current brand strategyand, secondly, propose a new brand purpose by following the processes taught in the courseand by thinking about the below, which will assist with justifying:1) Your findings from Assessment 12) Issues/concerns mentioned in the Industry Partner’s project brief (Canvas Module), and3) All findings and information discussed in this section need to be properly referenced.Section 2: Product/Service StrategyIn this section, you need to:• Analyse and critique the Industry Partner’s current product/service by using Kotler and Lee’sFive product levels model and,• Propose a new product/service strategy by improving or modifying one or more elements ofthe five levels model. You need to take into consideration the below:1) The brand purpose that you recommend in Section 1 above2) Your Assessment 1 findings3) Issues/concerns mentioned in the Industry Partner’s project brief (Canvas Module)The aim is to synthesise a new product/service strategy that is in alignment with the IndustryPartner’s brand purpose and the brand champion’s values.All findings and information discussed in this section need to be properly referenced.Section 3: Value proposition• This section is the culmination of the entire report. Now that you have proposed a new brandpurpose (Section 2) as well as new product/service strategy (Section 2) for the IndustryPartner, you then need to synthesis a new value proposition for the company.• You will need to demonstrate use of a value proposition canvas for this task.• All findings and information discussed in this section need to be properly referenced.Section 4: Conclusions• Provide a comprehensive conclusion of your report, drawing from the content of Section 1-3.Reference List• Provide a comprehensive list of all the references used in this report using RMIT HarvardReferencing style. A minimum of eight (8) references is required in this assessment, whichincludes at least four (4) peer-reviewed articles, and four (4) other credible sources ofinformation.Referencing guidelinesUse RMIT Harvard referencing style for this assessment.You must acknowledge all the courses of information you have used in your assessments.Refer to the RMIT Easy Cite referencing tool to see examples and tips on how to reference in theappropriated style. You can also refer to the library referencing page for more tools such asEndNote, referencing tutorials and referencing guides for printing.Submission formatThe assessment will be submitted in Canvas as a file upload.Academic integrity and plagiarismAcademic integrity is about honest presentation of your academic work. It means acknowledgingthe work of others while developing your own insights, knowledge and ideas.You should take extreme care that you have:• Acknowledged words, data, diagrams, models, frameworks and/or ideas of others you havequoted (i.e. directly copied), summarised, paraphrased, discussed or mentioned in yourassessment through the appropriate referencing methods• Provided a reference list of the publication details so your reader can locate the source ifnecessary. This includes material taken from Internet sitesIf you do not acknowledge the sources of your material, you may be accused of plagiarismbecause you have passed off the work and ideas of another person without appropriatereferencing, as if they were your own.RMIT University treats plagiarism as a very serious offence constituting misconduct.Plagiarism covers a variety of inappropriate behaviours, including:• Failure to properly document a source• Copyright material from the internet or databases• Collusion between studentsFor further information on our policies and procedures, please refer to the University website.Assessment declarationWhen you submit work electronically, you agree to the assessment declaration. CriteriaRatingsPtsHDDCPNDNSCriterion 1Formulate acomprehensive brandstrategy consistent toan organisation’sbrand purpose andtheir target marketvalues (10 pts)Thorough andcritical evaluation ofIndustry Partner’scurrent brandstrategy.Consistentlyfollowing brandpurpose formulationprocesses taught inthe course. Accurateand comprehensivebrand purposeproposal drawingfrom A1 findings andIndustry Partner’sproject brief.Consistent and clearalignment with thecompany and thebrand champion’svalues.Clear evaluation ofIndustry Partner’s currentbrand strategy. Mostlyfollowing brand purposeformulation processestaught in the course.Logical brand purposeproposal drawing from A1findings and IndustryPartner’s project brief.Clear alignment with thecompany and the brandchampion’s values.General evaluation ofIndustry Partner’scurrent brand strategyprovided. Reasonableeffort in followingbrand purposeformulation processestaught in the course.Some logical brandpurpose proposaldrawing from A1findings and IndustryPartner’s project brief.Some alignment withthe company and thebrand champion’svalues.Limited evaluation ofIndustry Partner’scurrent brand strategyprovided. Limitedeffort in followingbrand purposeformulation processestaught in the course.Some adequatebrand purposeproposal drawingfrom A1 findings andIndustry Partner’sproject brief. Partialalignment with thecompany and thebrand champion’svalues.Unclear evaluation ofIndustry Partner’scurrent brand strategy.Inadequate effort infollowing brandpurpose formulationprocesses taught in thecourse. Vague brandpurpose proposal andnot enough insightsfrom A1 findings andIndustry Partner’sproject brief.Inadequate alignmentwith the company andthe brand champion’svalues.No critical evaluationprovided.10 to >7.99 pts7.99 to >6.99 pts6.99 to >5.99 pts5.99 to >4.99 pts4.99 to >0.0 pts0.0 pts10 ptsCriterion 2Formulate relevantproduct/servicestrategy that isconsistent to anorganisation’s brandstrategy andcompelling for theirtarget market (10 pts)Thorough analysisand critique of theIndustry Partner’scurrentproduct/servicestrategy byappropriately usingthe Five ProductLevels model.Comprehensiveproposal of a newproduct/servicestrategy by criticallyClear analysis andcritique of the IndustryPartner’s currentproduct/servicestrategy byappropriately using theFive Product Levelsmodel. Logical proposalof a newproduct/servicestrategy by mostlyusing the five levelmodels. Logical link toGeneral analysis ofthe Industry Partner’scurrentproduct/servicestrategy. Some use ofthe Five ProductLevels model.Reasonable proposalof a newproduct/servicestrategy by using thefive level models.Some link to theLimited analysis ofthe Industry Partner’scurrentproduct/servicestrategy. Limited useof the Five ProductLevels model. Someproposal of a newproduct/servicestrategy by using thefive level models.Some link to thebrand purpose.Unclear analysis of theIndustry Partner’scurrent product/servicestrategy. Inaccurateuse of the Five ProductLevels model. Vagueproposal of a newproduct/servicestrategy by using thefive level models.Unclear link to thebrand purpose. Unclearlink to the A1 findingsNo analysis or critiqueprovided. using the five levelmodels. Clear link tothe brand purpose.Drawing from A1findings and IndustryPartner’s project brief.Consistent and clearalignment with thecompany and thebrand champion’svalues.the brand purpose.Mostly drawing from A1findings and IndustryPartner’s project brief.Clear alignment withthe company and thebrand champion’svalues.brand purpose. Somelogical drawing fromA1 findings andIndustry Partner’sproject brief. Somealignment with thecompany and thebrand champion’svalues.Partial drawing fromA1 findings andIndustry Partner’sproject brief. Partialalignment with thecompany and thebrand champion’svalues.and Industry Partner’sproject brief.Inadequate alignmentwith the company andthe brand champion’svalues.10 to >7.99 pts7.99 to >6.99 pts6.99 to >5.99 pts5.99 to >4.99 pts4.99 to >0.0 pts0.0 pts10 ptsCriterion 3Formulate acompelling valueproposition togenerate a persuasivenarrative for anorganisation (15 pts)Superior use of ValueProposition canvas.Insightful andaccurate use of eachof the elements of thecanvas. Proposed acomprehensive valueproposition, which iscompelling to thebrand champion,differentiates theIndustry Partner fromits competitors andhighly consistent withits current brandstrategy.Clear use of ValueProposition canvas.Accurate use of each ofthe elements of thecanvas. Proposed arational valueproposition, which ismostly compelling tothe brand champion,differentiates theIndustry Partner fromits competitors andmostly consistent withits current brandstrategy.General use of ValueProposition canvas.Reasonable use ofeach of the elementsof the canvas.Proposed anappropriate valueproposition, which isoften compelling tothe brand champion,generallydifferentiates theIndustry Partner fromits competitors andgenerally consistentwith its current brandstrategy.Limited use of ValueProposition canvas.Limited use of each ofthe elements of thecanvas. Proposed anadequate valueproposition, which ispartially compelling tothe brand champion,limitedly differentiatesthe Industry Partnerfrom its competitorsand adequatelyconsistent with itscurrent brandstrategy.Inaccurate use of ValueProposition canvas.Inaccurate use of eachof the elements of thecanvas. Proposed avague valueproposition, which isnot compelling to thebrand champion anddoes not differentiatethe Industry Partnerfrom its competitors.Value proposed isinconsistent with itscurrent brand strategy.No use of ValueProposition canvas.15.0 to >11.99 pts11.99 to >10.49 pts10.49 to >8.99 pts8.99 to >7.49 pts7.49 to >0.0 pts0.0 pts15 pts Criterion 4Present marketingreport in a clear,concise, informativeand professionalformat (5 Pts)Accurate andcomprehensiveExecutive Summary.Critical and insightfulconclusion provided.A minimum of eight(8) relevantreferences wasincluded and correctlyformatted as per RMITHarvard referencingguide. Consistentlyintegrates researchand ideas fromrelevant andappropriate sources.Consistently clear,well-integratedevidence usingaccurate paraphrasingand summary.Communicatesmeaning through useof clear andunambiguouslanguage.Executive Summarywas presented. Logicalconclusion provided. Aminimum of eight (8)relevant referenceswas included andmostly correctlyformatted as per RMITHarvard referencingguide. Mostly integratesresearch and ideasfrom relevant andappropriate sources.Mostly clear, wellintegrated evidenceusing accurateparaphrasing andsummary.Communicatesmeaning through use ofclear and unambiguouslanguage.Executive Summarywas presented. Clearconclusion provided.Less than eight (8)relevant referenceswas included andmostly correctlyformatted as perRMIT Harvardreferencing guide.Reasonablyintegrates researchand ideas fromrelevant andappropriate sources.Often clear, wellintegrated evidenceusing accurateparaphrasing andsummary. Correctpunctuation andspelling.Executive Summarywas presented yetdoes not include thehighlights of thereport. Reasonableconclusion providedLess than eight (8)relevant referenceswas included andmostly correctlyformatted as perRMIT Harvardreferencing guide.Satisfactorilyintegrates researchand ideas fromrelevant andappropriate sources.Sometimes clear,well-integratedevidence usingaccurateparaphrasing andsummary. Generally,communicatesclearly. Someinstances of incorrectuse of language.Executive Summarywas presented yet it isinaccurate and doesnot include thehighlights of the report.Incomplete conclusionprovided. Less thaneight (8) relevantreferences wasincluded and mostlycorrectly formatted asper RMIT Harvardreferencing guide.Inadequately integratesresearch and ideasfrom relevant andappropriate sources.Language fails tocommunicate meaningclearly.No report presented.5.0 to >3.99 pts3.99 to >3.49 pts3.49 to >2.99 pts2.99 to >2.49 pts2.49 to >0.0 pts0.0 pts5 ptsTotal:40 pts

QUALITY: 100% ORIGINAL PAPER – NO PLAGIARISM – CUSTOM PAPER

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