MKTG1501
MARKETING PLAN
ASSIGNMENT BRIEF
THERE ARE 2 DOCUMENTS IN YOUR MARKETING PLAN RESOURCES KIT.
THIS IS THE FIRST DOCUMENT: YOUR ASSIGNMENT BRIEF
ASSIGNMENT
BRIEF
COMPREHENSIVE
GUIDE
1
CONTENTS:
ASSIGNMENT BRIEF: PG 2-4
MARKING RUBRIC PG 5-6
NOTE: There is a separate Marking Rubric
for Part 1 and Part 2 (Pages 5 and 6).
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ASSIGNMENT BRIEF
This assignment allows you to showcase your understanding of the planning process of any
marketing strategy. Marketing is a science, and decisions are made on sound knowledge of the
market and not on the marketer's intuition or gut feelings. Marketing also has creative
elements which you will use to create strategy based on data driven insights. This assignment
will give you the opportunity to develop your research and analytic skills that will be so crucial
in your future careers.
THIS PROJECT HAS SEVERAL OBJECTIVES:
1) To provide students with an opportunity to apply the knowledge acquired in MKTG1501, and
2) To encourage their creative skills and develop research and written communications skills.
THE MARKETING PLAN:
 The marketing plan is developed over the course of the semester. We strongly suggest you
work on each relevant part of the plan during the weeks in which we cover that section in
class.
 The library databases and Company Reports will provide you with much of the information
you will need. However, in some instances, in which you do not have complete
information, you will need to make some assumptions based on the information available.
 The marketing plan will consist of TWO separate parts that have different due dates.
 The two parts work together. Part 1 will develop your skills in conducting a situation
analysis and identification of key issues.
 Learning Objectives Assessed: 1, 2, 3, 4, 5 (see course ECP for details of learning objectives)
Due Date Part 1: 2 pm September 8th, 2023
Due Date Part 2: 2 pm October 27, 2023
Submission: Online only.
 A link will become available on Blackboard before the due date in the Marketing Plan folder
(under Assessment).
 Detailed instructions will be provided online. This is an individual assessment.
STYLE AND PAGE COUNT: Size 12 font (size 10 or 11 for tables). Single spaced. Report format,
including each section on a new page. Title page, table of contents and page numbers required.
Part 1 – 15-25 pages maximum. Includes all tables, figures, and the reference list.
Part 2 – 10-15 pages maximum. Includes all tables, figures, and the reference list.
Please note: markers will not read pages past the 25 (Part 1) or 15 (Part 2) page limit for each
assignment (up to 2 pages of Appendix will be read in addition to the 25 page limit). Contents
past the maximum number of pages will not count towards fulfilling the requirements of the
rubric. A full scoring assignment can be achieved at the lower and upper bounds of the range
for both Part 1 and Part 2.
REFERENCING: A list of references in Harvard, APA, or Chicago format will be expected in your
report.
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THE CLIENT: Dell
https://www.dell.com/en-au
Dell Technologies is one of the largest tech companies
in the world, with over 165,000 employees across the
globe. Founded by Michael Dell in 1984, the company
focuses today on sales of personal computers,
network servers, data storage solutions, and
software. As of January 2021, Dell was the largest
shipper of PC monitors globally and the third-largest
PC vendor by unit sales worldwide (Fortune.com).
THE PRODUCT: PORTABLE MONITOR
While Dell is the largest shipper of PC monitors globally, it has yet to have a portable monitor
product in its range. In recent years there has been a steady increase in the number of
companies (new and established) offering portable monitors. Dell has a number of strategies
that it could use to extend into this market. While R&D is in advanced stages, some possibility
of tailoring final attribute specifications is possible if well justified.
BRIEF: PRODUCT LAUNCH FOR JULY 2024
Your assignment is to create a marketing plan for the Dell Company’s launch of its first portable
monitor. The product will launch in July 2024 so a final Marketing Plan will need to be
presented by the end of October. Bring your MKTG1501 knowledge and skills to create a
strategy for this established brand making a play in a new market.
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COMPREHENSIVE GUIDE
Details for each of the sections and tasks for the assignment can be found in the comprehensive
guide (document 2). The table below outlines the tasks and sections, and where to find them in
the comprehensive guide.
ASSIGNMENT (PART 1) – SITUATION ANALYSIS
DUE DATE: September 8th before 2pm WEIGHT: 40%
TASK DESCRIPTION Location in Marketing Plan
Comprehensive Guide
1. Introduction Page 4
2. Complete Environmental Analysis (5C Model ex. Customers) Pages 5 - 7
3. Summarise Your Environmental Analysis In a SWOT Table Page 8
4. Identify Your Key Issues From Your SWOT Table Page 9
ASSIGNMENT (PART 2) – MARKETING STRATEGY AND PLAN
DUE DATE: October 27th before 2pm WEIGHT: 30%
TASK DESCRIPTION Location in Marketing Plan
Comprehensive Guide
1. Introduction and Key Issue Page 12
2. Segmentation & Targeting (‘Customers’ from 5C model) Page 13
3. Marketing Communication Strategies (MARCOMS) Page 14
4. Marketing Schedule Page 15
MARKETING PLAN (PART 1) MARKING GUIDE & RUBRIC (40% of Semester Marks)
ENVIRONMENTAL SCAN (60%)
CRITERION FAIL POOR PASS CREDIT DISTINCTION
This is a key component of you marketing plan so this
section should be very detailed. It is based on the 5C
entire model. We want to see evidence of your
research skills (correctly referenced). All of the
dimensions within your environmental scan should be
based on data found doing secondary research; not on
assumptions or guesses. In support of hard data (facts
&figures) you should also find industry commentary and
articles in the business media (The Factiva database
from the UQ library is good for this).
No attempt has been made at all OR the
criterion has been loosely alluded under
other sections of this marketing plan.
Provides just a “shopping list” of key
terms. A “shopping list” refers to
inserting a list of words / concepts /
straight from the course materials, with
little relevance to the section / company.
Demonstrates only a limited
understanding of the function a
situation analysis provides, AND / OR
fails to account for most of the
dimensions / subsections within a
situation analysis. No theoretical
explanation for including each
environment factor in the marketing
plan. Limited research / uses
assumptions or intuition.
Demonstrates a reasonable
understanding a situation analysis
across several different 5C dimensions.
One or more factors may have been
missed or dismissed without a clear
justification. Appropriate, but limited
use of the 5cs model to provide the
necessary framework for analysis. Some,
but limited, use of sources of data to
support analysis.
Demonstrates a good understanding
of the function a situation analysis
provides, and demonstrates this
understanding across most of the
dimensions within the analysis. Good
explanation of the 5Cs model. Data
backed up with at least one source of
credible data. All information
provided is purely factual - no
assumptions are made.
Demonstrates a highly professional
understanding of the situation analysis
across all of the dimensions. In-depth
use and application of the 5Cs model.
All information is factual and from
credible and reliable sources - no
assumptions are made. Shows use of
your company’s data (e.g. annual
reports, press releases), databases,
and the business press.
SWOT ANALYSIS / KEY ISSUES (25%)
The SWOT doesn’t need to contain all findings in the
situational analysis but is used to identify critical
factors facing the organisation. Categorise factors
specific to the firm into strengths and weakness, and
macro level factors into opportunities and threats.
Do this as a table with brief summary of the table.
KEY ISSUES: Generate 2-3 top priorities for your
company that result from your analyses in a Key
Issues table. Your marketing strategies section (Part
B) will address these issues.
No attempt has been made at all OR the is
too small to warrant higher marks. While
something has been provided it does not
demonstrate any understanding of what
the criterion requires / does not relate to
the environmental scan.
KEY ISSES : No issues identified or they
don’t link to SWOT.
Demonstrates only a limited
understanding of the function a
SWOT analysis. The data included in
the SWOT analysis bear little relation
to the situation analysis. No / weak
summary of the SWOT analysis.
KEY ISSUES: Only one or two issues
identified and / or poorly articulated
or not meaningful (does not describe
a meaningful issue(e.g. ‘ugly logo’).
Demonstrates a reasonable
understanding of this section. The data
included in the SWOT analysis ties in
with the situational analysis. Reasonably
well classified into appropriate sections.
Brief but clear summary of SWOT is
provided.
KEY ISSUES: 1-2 meaningful key issues
identified. Reasonably well articulated.
Demonstrates a good understanding
of this section. The data included in
the SWOT analysis ties in with the
situational analysis. Observations are
well classified into appropriate
sections. Provides a clear summary of
SWOT.
KEY ISSUES: 2-3 meaningful key
issues identified. Reasonably well
articulated.
Demonstrates a highly professional
understanding across all of the
dimensions of the SWOT. All data
included has clear links back to the
situation analysis. A very clear and
concise summary of the SWOT
articulates how these factors pose
significant opportunities / threat's etc.
KEY ISSUES: 2-3 meaningful key issues
identified. Professionally articulated
with appropriate terminology.
INTRODUCTION, CLARITY & PROFESSIONALISM OF MARKETING PLAN WRITING (10%)
1. Introduction required
2. Poor Spelling / grammar
3. Unprofessional (e.g. informal writing)
4. Solid text – fails to break it up with section
headings and illustrations/graphs/figures
Marketing plan is unprofessional due to
a combination of factors detailed in the
criterion. See marker comments for
which apply.
Marketing plan is reasonably
professional across most criteria but
with several issues across many
criteria. Introduction is poor. See
marker comments for which apply.
Marketing plan is professional across all
criteria but with either several issues in
most areas, or considerable issues in a
few areas. Introduction is present and
provides some details of the purpose ad
analysis in the report. See marker
comments.
Marketing plan is highly professional
across all criteria with only a few
issues. Introduction is effective,
provides the purpose of the report
and clear details of the analysis. See
marker comments for which apply.
Marketing plan is highly professional
across all criteria. Introduction is
motivating and contains detail of the
purpose of the report and the analysis
contained.
REFERENCING (5%)
All data should be supported by verifiable evidence.
See the brief for accepted formats.NOTE: additional
marks can be lost in the environmental scan for
limited referencing (this pertains to formatting).
Sources provided but they are fictitious /
invented / no consistent formatting.
Reasonable sources but lacking
credibility. Reference style may be
inconsistent.
Credible sources. Can clearly see which
reference style was used although there
may be errors in formatting.
All references from reliable sources.
Reference style adhered to
throughout the marketing plan.
Excellent use of credible sources.
Formatted correctly in accordance to
official style guides.
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MARKETING PLAN (PART 2) MARKING GUIDE & RUBRIC (30% of Semester Marks)
SEGMENTATION & TARGETING (30%)
CRITERION FAIL POOR PASS CREDIT DISTINCTION
Present 2 market segments based on the
segmentation criteria in the course material. These
segments can be either current segments the
company caters to, or you may develop your own
segments. Select ONE of these segments as your
target market on which you will base your marketing
strategies. Use both qualitative and qualitative
evidence to develop segment profiles as we do in the
workshop.
Fail to do section, or so brief as to not
demonstrate any meaningful
understanding of the segmentation and
targeting process.
Does not present 2 different
segments and/or is very brief, not
presenting a clear picture of the
segment characteristics. Little
evidence supplied for development
of segment profiles.
Presents all 2 segments and identifies
the selected chosen target market.
Covers the bases of segmentation
reasonably well to present a partial
representation of the segment profiles.
Evidence of some qualitative and / or
quantitative evidence.
Presents all 2 segments and identifies
the selected chosen target market.
Covers the bases of segmentation
well to present a strong
representation of the segment
profiles. Uses a reasonable evidence
base to support profiles.
Presents all 2 segments and clearly
identifies the selected chosen target
market with rationale for choosing it.
Covers the bases of segmentation well
to present a strong representation of all
the segment profiles. Uses a strong
evidence base of qualitative &
quantitative evidence.
MARKETING & COMMUNICATION STRATEGIES: MARCOMS (45%)
This is a major of the marketing plan, where you
clearly define your marketing strategies. Your
strategies should be based on your Key Issues.
Provide a clear picture of how your marketing
strategies address the key issue. Your marketing
strategies should encompass all aspects of Product,
Price, Promotion, and Place that you feel are suitable
for addressing the key issue, with any concepts,
models, theories used appropriately referenced.
NOTE: We are expecting to see extensive use of the
course materials in this section INCLUDING the
weekly readings (not just what is done in
workshops and seminars).
No attempt has been made at all or what is
presented does not represent any
meaningful portfolio of strategies.
While something has been provided it does
not demonstrate any meaningful
understanding of what the criterion
requires.
Provides just a “shopping list” of key terms.
A “shopping list” refers to simply inserting
a list of words / concepts / ideas straight
from the course materials, without any
relevance to the key issue or company.
Demonstrates only a limited
understanding of the various
marketing strategies. The marketing
strategies bear little relation to key
issue or SWOT.
Lacking in depth / uses only a few
concepts from the course materials.
Does not present a robust schedule
of marketing strategies for a year.
Demonstrates a reasonable
understanding of the various marketing
strategies. The marketing strategies
address the key issue and SWOT
reasonably well.
Some evidence of utilising the course
materials in a reasonably
comprehensive fashion and provides
rationale for each strategy (i.e. links the
strategy to the key issue and marketing
objective). Overall presents a reasonably
comprehensive schedule of marketing
activities for the year.
Demonstrates a good understanding
of the various marketing strategies.
The marketing strategies address the
key issue and SWOT well.
Strong evidence of utilising the
course materials in a reasonably
comprehensive fashion and provides
rationale for each strategy (i.e. links
the strategy to the key issue and
marketing objective). Overall
presents a comprehensive schedule
of marketing activities for the year.
Demonstrates a highly professional
understanding of the various marketing
strategies. The marketing strategies
address the key issue and SWOT well.
Detailed and clear demonstration of
how the marketing strategies robustly
address the key issue , with clear
rationale based on course readings
(theories / models / concepts). All the
components of the marketing strategy
(the 4 p’s) clearly work together to
form a highly comprehensive and
robust marketing schedule for the year.
MARKETING & COMMUNICATION SCHEDULE: MARCOMS (10%)
The marketing schedule summarises, and acts as a
reference for, all your strategies that are to be
conducted throughout the year.
USEFUL TIP: It suggested that as you write up each
strategy in the Marketing Strategies section you
include the strategy here at the same time in your
Marketing Schedule table. This way you are
completing 2 sections at once, while also ensuring
you don’t forget to schedule any of your strategies.
No attempt made or missing so much
information as to not warrant any marks.
Partially complete schedule but
either missing marketing strategies,
or does not provide any fine grained
scheduling (e.g. just says “run social
media campaign” but does not
provide separate schedules for the
different types of social media). Or
says “run press advertising” but not
stating to which press vehicles it
refers (The Australian newspaper is
quite different to Seniors magazine).
Reasonably complete schedule. Covers
most of the marketing strategies in a
reasonably clear fashion but not
explicitly clear in places (e.g. just says
“run social media campaign” but does
not provide separate schedules for the
different types of social media). Or says
“run press advertising” but not stating
to which press vehicles it refers (The
Australian newspaper is quite different
to Seniors magazine).
Covers all of the marketing
strategies. Lacking in depth in places
(see examples in previous column).
Overall presents a reasonably clear
summary of what is to be done and
when for the year.
Covers all of the marketing strategies,
and presents a very clear summary of
what is to be done and when for the
year.
INTRODUCTION, CLARITY & PROFESSIONALISM OF MARKETING PLAN WRITING (10%)
AS PER PART A RUBRIC AS PER PART A RUBRIC AS PER PART A RUBRIC AS PER PART A RUBRIC AS PER PART A RUBRIC AS PER PART A RUBRIC
REFERENCING (5%)
AS PER PART A RUBRIC AS PER PART A RUBRIC AS PER PART A RUBRIC AS PER PART A RUBRIC AS PER PART A RUBRIC AS PER PART A RUBRIC