Individual Final Marketing Project Assignment

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ASSESSMENT DETAILS In this
individual assessment, students will be given a marketing context. Students
will apply the concepts learnt in the course to identify and analyse a
brand/company’s current marketing performance such as SWOT analysis,
customer-driven marketing strategy, and marketing mix strategies.

Based on
these evaluations, students will recommend marketing strategies and tactics for
the brand/company in response to the given marketing context:
Marketing Context: You are
working for the chosen company as a marketing manager and you are responsible
for developing a marketing plan to recover your company’s business post
Covid-19. After conducting market research, you realised that the intensive
lockdown in Vietnam in the past few months has significantly impacted your
consumers in Vietnam.
Assignment Task: Identify
the key impacts on your consumers & build a marketing plan to respond to
these impacts on your consumers in Vietnam.
Duration of the Marketing Plan: 3 –
6 months (January 2022 – March 2022, or January 2022 – June 2022).
Your
Marketing Plan MUST be tailored for the given Marketing Context.
Note: For
non-Vietnamese students, you can work on the same Marketing Context but in
another country. Make sure you ask for the approval of your lecturer before
working on this.
BRAND AND PRODUCT CHOICE
Brand: You need to choose a
brand of your interest.
You CANNOT choose the
following brands:
Any brand of the company
that you used in your Group Assignments (Assignment 2). E.g. In Assignment 2,
your brand is Sunsilk, then, you cannot choose any brand of Unilever. You need
to select a different company
The blacklisted brands of
Assignment 2
and these brands: Coca
Cola, Pepsi, Heineken, Lifebuoy, Milo, Ovaltine, Samsung (smartphone)

Distinguished

(100%)

Proficient

(85%)

Basic

(70%)

Below Expectations

(50%)

Non-Performance

(0%)

Thesis Statement

Raises the strongest objection to the thesis presented in the assignment. The objection is strongly grounded in research and logical reasoning.

Raises a plausible objection to the thesis presented in the assignment. The objection is mostly grounded in research and logical reasoning.

Raises an objection to the thesis presented in the assignment. The objection is somewhat grounded in research and logical reasoning.

Attempts to raise an objection to the thesis presented in the assignment. The objection is minimally grounded in research and logical reasoning.

The objection to the thesis is either nonexistent or lacks the components described in the assignment instructions.

Counter Argument

Provides a strong, thorough rebuttal to the objection. The rebuttal effectively demonstrates that the thesis can withstand the objection and applies the principles of charity and accuracy.

Provides a rebuttal to the objection. The rebuttal mostly demonstrates that the thesis can withstand the objection and mostly applies the principles of charity and accuracy.

Provides a limited rebuttal to the objection. The rebuttal somewhat demonstrates that the thesis can withstand the objection and somewhat applies the principles of charity and accuracy.

Attempts to provide a rebuttal to the objection; however, the rebuttal minimally demonstrates that the thesis can withstand the objection and does not apply the principles of charity and accuracy.

The rebuttal is either nonexistent or lacks the components described in the assignment instructions.

Conclusion

– Provides clear and concise closing remarks that comprehensively summarize the essay. The remarks consider the broader controversy and/or further research that could offer additional insight into the moral solution of the business problem.

Provides closing remarks that summarize the essay. The remarks mostly consider the broader controversy and/or further research that could offer additional insight into the moral solution of the business problem. The closing remarks are somewhat unclear.

Provides closing remarks that minimally summarizes the essay. The remarks minimally consider the broader controversy and/or further research that could offer additional insight into the moral solution of the business problems. The closing remarks are unclear and/or vague.

Attempts to provide closing remarks that summarize the essay, however, the remarks do not consider the broader controversy and/or further research that could offer additional insight into the moral solution of the business problem. The closing remarks are unclear and vague.

The closing remarks are either nonexistent or lack the components described in the assignment instructions.

Written Communication: Context of and Purpose for Writing

Demonstrates methodical application of organization and presentation of content. The purpose of the writing is evident and easy to understand. Summaries, quotes, and/or paraphrases fit naturally into the sentences and paragraphs. Paper flows smoothly.

Demonstrates sufficient application of organization and presentation of content. The purpose of the writing is, for the most part, clear and easy to understand. There are some problems with the blending of summaries, paraphrases, and quotes. Paper flows somewhat smoothly.

Demonstrates a limited understanding of organization and presentation of content in written work. The purpose of the writing is somewhat evident but may not be integrated throughout the assignment. There are many problems with the blending of summaries, paraphrases, and quotes. Paper does not flow smoothly in all sections.

Organization and presentation of content are extremely limited. The purpose of the writing is unclear. There is little or no blending of summaries, paraphrases, and quotes. Paper does not flow smoothly when read.