Task Description Individual Written Task – 2: This assessment task requires you to analyze the “marketing and competitive environment” of a University brand (such as “CQUniversity” etc.) in Australia. Consider that you are a marketing manager of one such University in Australia. The analysis of the marketing and competitive environment should include (but is not limited to): background, market summary, and demand assessment, segmentation & target market, current marketing mix analysis [including current offer (product/service), distribution, promotion, and price], PEST analysis, competitor analysis of a close competitor/competing brand), SWOT analysis, and value & brand positioning analyses. MINIMUM 12 ACADEMIC REFERENCES. Notes: The word limit for this report is 1500, excluding abstract or executive summary and references. It is expected that the report will be based on research findings, including data and information from the Australian Bureau of Statistics, Austrade, relevant and authentic Websites, textbooks, recent (i.e., 2012-2017) and relevant journal papers, personal experience and observation. This report requires students to demonstrate an understanding of relevant concepts, theories, tools, and models covered up to week 5 (at a minimum level). You need to follow similar examples that are available in your textbook, Moodle site and/or on the Web. You are strongly suggested to attend the lecture, tutorial, and online discussion sessions. Each assessment must be uploaded as a .doc or .docx file (word file). The “Turnitin” matching rate must not exceed 30%. The unit coordinator in consultation with the Deputy Dean of Learning and Teaching (DDLT) will decide about the nature of a penalty for a greater than 30% matching rate. Please familiarize yourself with the policies, such as assessment extension, late submission penalty and the like. If you have any difficulty, please discuss this with your lecturer/tutor and unit coordinator. Assessment Criteria Title page, table of contents and abstract: 2 marks Background: 4 marks Market summary and demand assessment: 4 marks Segmentation and target market: 4 marks Current marketing mix analyses: 4 marks PEST analyses: 4 marks Competitor analyses: 4 marks SWOT analyses: 4 marks Value and brand positioning analyses: 4 marks Conclusion: 2 marks Citation, language, format and references: 4 marks
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