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POSTGRADUATE DIPLOMA IN BUSINESS ENTERPRISE
GBE804
BUSINESS ENTERPRISE OPERATIONS: MARKETING
SEPTEMBER 2014
ASSESSMENT OUTLINE
Lecturer: Nic John Telephone: 546 9175 Ext: 853
Office: K207 Email: nic.john@nmit.ac.nz
K-Block, Alton Street, Nelson
School of Business and Computer Technology
GBE804 BUSINESS ENTERPRISE OPERATIONS: MARKETING – ASSESSMENT OUTLINE – 2014
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TABLE OF CONTENTS
1. OVERVIEW 3
2. ASSESSMENT GUIDELINES 3
3. ASSESSMENT GRADES 5
4. PLAGERISM POLICY 5
5. LATE ASSIGNMENT POLICY 6
APPENDICES 7
GBE804 BUSINESS ENTERPRISE OPERATIONS: MARKETING – ASSESSMENT O
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UTLINE – 2014
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1. OVERVIEW
GBE801 Business Enterprise Management is a Level 8 New Zealand Qualifications Authority (NZQA) course.
As specified in the New Zealand Qualifications Framework (NZQF) level outcomes, a graduate of a Bachelor
Degree is able to:
A graduate of a Postgraduate Diploma is able to:
ï‚· Show evidence of advanced knowledge about a specialist field of enquiry or professional practice.
ï‚· Engage in rigorous intellectual analysis, criticism and problem-solving.
The learning outcomes for GBE804 Business Enterprise Operations: Marketing are as follows:
1. Accurately describe the nature and purpose of the marketing process.
2. Demonstrate a comprehensive understanding of the consumer demand and competitive aspects of
a new business enterprise.
3. Critically evaluate the internal and external marketing environments of new business ventures.
4. Show an assured understanding of the nature and importance of marketing to the success of a new
business venture.
5. Apply market research and analytical techniques and processes to a new business enterprise.
6. Produce an effective marketing strategy or plan for a selected business venture.
7. Demonstrate an assured practical understanding of the different marketing mix strategies, both
tactically and strategically.
8. Identify, articulate and analyse the nature of change and challenges facing the innovative business,
including strategies and techniques for managing change in the face of an uncertain and constantly
evolving commercial environment.
9. Have an assured understanding of key issues and developmental frameworks for evaluating
entrepreneurial and innovative ventures and applied practices.
The assessments for this course are designed to assess your performance against both the NZQA level
outcomes and the course learning outcomes.
GBE804 BUSINESS ENTERPRISE OPERATIONS: MARKETING – ASSESSMENT OUTLINE – 2014
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2. ASSESSMENT GUIDELINES
The assessment for GBE804 Business Enterprise Operations: Marketing is comprised of two assessments as
follows:
1. Marketing Synthesis 72 hour exam
Due: 11.55pm Friday 26th September 2014
Weighting: 30%
Refer: Appendix 1. Marketing synthesis – Marking schedule
Requirement:
Entrepreneurial marketing requires the ability to understand market concepts and then to apply them to a
business situation.
You are required to academically research and define key marketing concepts, and to apply them to a
prescribed business (through actual or realistic examples). The topics you will be expected to research,
define, reference and apply include:
1. Current Competitive Advantage
2. Current Total Product/Service Offering (core/actual/augmented)
3. Current Direct Competitors
4. Current Segment – Consumer market
5. Current Segment – Business market
6. Proposed Innovative Strategy (your own NEW idea for the business and justification)
7. Current Pricing Strategy
8. Current Public Relations Strategy
9. Current Communications Proposition – slogan/promotional message
You will be given a template to complete this exercise; you must complete each section electronically. 72
hours prior to the due date you will be given your relevant business. You may begin this assessment earlier
by completing research, definitions (in your own words) and referencing of the topics above. Your
submission is expected to have appropriate APA referencing and correct spelling and grammar.
Length: 1,000 words or 2 pages, plus appendices
2. Marketing plan
Due: 11.55pm Thursday 16th October 2014
Weighting: 70%
Refer: Appendix 2. Marketing strategy marking schedule
Requirement:
A successful brand relies on the ability to plan, implement and control marketing strategies. You are to
compile and present a marketing plan for your own business. To do so you will need to profile your
business and market, assess the environment through a SWOT and PESTE analysis, define specific
marketing objectives, develop specific strategies, determine how you will implement your plan, and
determine how you will evaluate the success of the implementation and what you might need to
correct.(see marking schedule below).
GBE804 BUSINESS ENTERPRISE OPERATIONS: MARKETING – ASSESSMENT OUTLINE – 2014
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Your plan should be developed with the proposed customer/s and products/services in mind, while also
ensuring that it is an appropriate fit to your current business.
You are expected to demonstrate thorough research skills, and balance academic content with the realities
of the business environment you have identified.
Length: Maximum 20 pages, plus bibliography and appendices
3. ASSESSMENT GRADES
Course assessments are marked and given a percentage mark out of 100. Course results are then converted
from a percentage to a grade from A+ to E, using the following grade equivalents table:
Grade Percentage Mark Range Pass/Fail
A+ 90-100% Pass grade
A 85-89% Pass grade
A- 80-84% Pass grade
B+ 75-79% Pass grade
B 70-74% Pass grade
B- 65-69% Pass grade
C+ 60-64% Pass grade
C 55-59% Pass grade
C- 50-54% Pass grade
D 40-49% Fail grade E 0-39%
Students must achieve a minimum of 50% or C- grade to be awarded a passing grade for this course.
Students must have attended for not less than 80% of the timetabled class hours in this course, and other
scheduled learning activities relating to the programme.
Students must have completed all scheduled course work requirements and assessments.
4. PLAGIARISM POLICY
Students should take care to avoid plagiarism
What is plagiarism?
Plagiarism is the inclusion in your assignment of material copied or closely paraphrased from someone
else’s writings (including textbooks and assignments by other students) without an explicit indication of
the source of the material. It is considered to be cheating. Although the School encourages discussion
amongst students, students who collaborate should be careful not to plagiarise.
Penalties for plagiarism
NMIT takes a serious view of plagiarism. Even when you are not intending to cheat, it is clear that
submitting someone else’s work or ideas is not evidence of your own understanding of the material and
cannot earn you marks. Penalties for plagiarism can extend from a zero grade for the assignment
plagiarised to imposing an overall coursework grade of zero in the course concerned.
GBE804 BUSINESS ENTERPRISE OPERATIONS: MARKETING – ASSESSMENT OUTLINE – 2014
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How to avoid plagiarism
The work and ideas of other people must be acknowledged in your Bibliography in APA style.
Information on this can be found in Emerson, L. (Ed.). (2006). Writing guidelines for business students.
(3rd ed.). Southbank, Vic: Thomson Dunmore Press.
5. LATE ASSIGNMENT POLICY
A) All assignments must be handed in by the due date. An assignment handed in after the due date will incur
a penalty unless:
(i) Your performance has been affected by factors beyond your control, such as illness, injury,
childbirth or bereavement; and
(ii) The Course Co-ordinator has agreed to extend the time for completion of the assignment.
B) An assignment handed in after the due date, where an extension of time has not been granted by the
Course Co-ordinator, will incur a penalty of 20% of your total marks for that assignment for EACH DAY that
the office of the School of Applied Business is open, after the due date.
GBE804 BUSINESS ENTERPRISE OPERATIONS: MARKETING – ASSESSMENT OUTLINE – 2014
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APPENDIX 1. MARKETING SYNTHESIS MARKING SCHEDULE
Student Name: ID:
Topic Possible
Marks Comments
Competitive Advantage 5 100 words
Definition (paraphrased into your own words) 0 1 2
Application (to the assigned business) 0 1 2
References (APA) 0 1
Total Product/Service Offering 3 50 words
Application (to the assigned business) 0 1 2 3
Direct Competitors 5 50 words
Definition of Direct Competitors (paraphrased) 0 1 2
Application (to the assigned business) 0 1 2
References (APA) 0 1
Segment – Consumer market 9 150 words
Definition of Segmentation (paraphrased) 0 1 2
Name of your specific segment (for the business) 0 1
Geographic characteristics of segment 0 1
Demographic characteristics of segment 0 1
Behavioural characteristics of segment 0 1
Psychographic characteristics of segment 0 1
Quantification of segment (e.g. state actual numbers) 0 1
References (APA) 0 1
Segment – Business market 6 150 words
Name of your specific segment (for the business) 0 1
Geographic characteristics of segment 0 1
Demographic characteristics of segment 0 1
Behavioural characteristics of segment 0 1
Quantification of segment (e.g. state actual numbers) 0 1
References (APA) 0 1
Proposed strategy 8 100 words
Explanation of YOUR innovative strategy for business 0 1 2 3
Comparison to competitor activities 0 1 2
Justification of strategy 0 1 2 3
Pricing Strategy 3 50 words
Application (to the assigned business) 0 1 2
References (APA) 0 1
Public Relations Strategy 3 50 words
Application (to the assigned business) 0 1 2
References (APA) 0 1
Promotional Message 5 50 words
Application (to the assigned business) 0 1 2
Explanation (its target and purpose) 0 1 2
Evaluation of Success (rationalised) 0 1
Delivery 3
Spelling, Grammar, Presentation and Readability 0 1 2 3
TOTAL /50
GBE804 BUSINESS ENTERPRISE OPERATIONS: MARKETING – ASSESSMENT OUTLINE – 2014
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APPENDIX 2. MARKETING STRATEGY MARKING SCHEDULE
Student:
No. Requirements Marks
1 Cover page and table of contents
ï‚· Title, date prepared, author names and contact details
ï‚· Page numbers /5
2 Executive summary
ï‚· One page maximum
ï‚· Marketing objectives
ï‚· Key recommendations
/5
3 Introduction
ï‚· Highlights what the plan covers and why it has been prepared
/5
4 Current marketing situation
Background information, including:
ï‚· Highlights what the plan will cover and why it was prepared
ï‚· Background information about the company or organisation
ï‚· Product (when introduced, life cycle stage, sales, number of variations)
ï‚· Company (when started, specialisations, growth, sales, customers, employees)
ï‚· Industry (when started, size, growth, value, segments)
ï‚· Specific market (type of market, growth, size, value, segments, when started)
ï‚· Mission statement.
Situation analysis, including:
ï‚· SWOT analysis
ï‚· PESTE analysis
ï‚· Analysis of customers, including who they are likely to be and what might influence their
behaviour
ï‚· Analysis of competitors, including direct and indirect, and their product offerings, and their
strengths and weaknesses
20/
5 Marketing objectives
ï‚· Based on the current marketing situation
ï‚· Meet the S.M.A.R.T criteria
/5
6 Marketing strategy
ï‚· Identifies the target customer
ï‚· Identifies how it will position itself relative to competitors
ï‚· Details specific strategies for:
ï‚· Product
ï‚· Price
ï‚· IMC
ï‚· Distribution
ï‚· Shows integration and is working towards the specific objectives
/20
GBE804 BUSINESS ENTERPRISE OPERATIONS: MARKETING – ASSESSMENT OUTLINE – 2014
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No. Requirements Marks
7 Implementation
ï‚· Details how the specific strategies will be implemented, including:
ï‚· Who will be doing what
ï‚· When it has to be done
ï‚· Where it will be done
ï‚· How much it will cost
ï‚· Details a projected sales, revenue and marketing budget
/10
8 Evaluation
ï‚· Determination of how you will evaluate whether the plan is achieving its objectives /5
9 Summary
Presents a summary of the marketing plan including key points of:
ï‚· Analysis
ï‚· Marketing objectives
ï‚· Recommended strategies
/5
10 References and appendices
ï‚· Details all material that has been used in your analysis and development
ï‚· Any appendices referred to in the marketing plan
/5
9 Style, Presentation & Referencing
ï‚· Effective Research
ï‚· Correct grammar and spelling
ï‚· Clear structure
ï‚· Consistency & Professionalism of presentation
ï‚· Consistency of in-text and end-of-text referencing
/5
TOTAL /100 ...Read Less
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