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Question - 1 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: firstname.lastname@example.org K-Block, Alton Street, Nelson School of Business and Computer Technology GBE804 BUSINESS ENTERPRISE OPERATIONS: MARKETING – ASSESSMENT OUTLINE – 2014 2 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 OUTLINE – 2014 ...Read More 3 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: Show evidence of advanced knowledge about a specialist field of enquiry or professional practice. 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 4 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 5 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 6 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 7 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 8 APPENDIX 2. MARKETING STRATEGY MARKING SCHEDULE Student: No. Requirements Marks 1 Cover page and table of contents Title, date prepared, author names and contact details Page numbers /5 2 Executive summary One page maximum Marketing objectives Key recommendations /5 3 Introduction Highlights what the plan covers and why it has been prepared /5 4 Current marketing situation Background information, including: Highlights what the plan will cover and why it was prepared Background information about the company or organisation Product (when introduced, life cycle stage, sales, number of variations) Company (when started, specialisations, growth, sales, customers, employees) Industry (when started, size, growth, value, segments) Specific market (type of market, growth, size, value, segments, when started) Mission statement. Situation analysis, including: SWOT analysis PESTE analysis Analysis of customers, including who they are likely to be and what might influence their behaviour Analysis of competitors, including direct and indirect, and their product offerings, and their strengths and weaknesses 20/ 5 Marketing objectives Based on the current marketing situation Meet the S.M.A.R.T criteria /5 6 Marketing strategy Identifies the target customer Identifies how it will position itself relative to competitors Details specific strategies for: Product Price IMC Distribution Shows integration and is working towards the specific objectives /20 GBE804 BUSINESS ENTERPRISE OPERATIONS: MARKETING – ASSESSMENT OUTLINE – 2014 9 No. Requirements Marks 7 Implementation Details how the specific strategies will be implemented, including: Who will be doing what When it has to be done Where it will be done How much it will cost Details a projected sales, revenue and marketing budget /10 8 Evaluation 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: Analysis Marketing objectives Recommended strategies /5 10 References and appendices Details all material that has been used in your analysis and development Any appendices referred to in the marketing plan /5 9 Style, Presentation & Referencing Effective Research Correct grammar and spelling Clear structure Consistency & Professionalism of presentation Consistency of in-text and end-of-text referencing /5 TOTAL /100 ...Read Less
Solution Preview - NMIT POSTGRADUATE DIPLOMA IN BUSINESS ENTERPRISE GBE804- BUSINESS ENTERPRISE OPERATIONS- MARKETING DATE – 16 OCTOBER 2014 NAME- AMANDEEP KAUR GILL LECTURER NAME – NIC JOHN Executive Summary Marketing is the most important part of every business. No business concern can survive in today’s world without implementing
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