MKTG3501 Semester 2, 2024
Assessment 1 Guidelines – Theoretical & Practical Review
Weight: 30%
Submission: Word document (.docx is preferable)
Word limit: 1,500 words maximum (+/- 10%). Any content submitted beyond the limit is ineligible for marking.
Referencing: APA (6th)

The aim of this assessment task is to develop your critical thinking skills, to use these to reflect
upon your own learning of marketing strategy so far in this course and to identify areas for
improvement. You are required to write a critical reflection on your experiential learning. Your
goal is to connect your learning to application and personal development in order to expand
your view of the marketing world.

Reflection is a valuable learning tool in the education environment, but also a very useful
business tool. Imagine a leader who doesn’t reflect on performance, they are likely to make
the same mistakes over and over. Therefore, a crucial component of reflection is
improvement, identifying how you would do things differently with the insight you have now
gained. This is what learning is all about. I encourage all students to peruse the links in the
A1 folder about reflection practice as this will help you understand how to approach this task.

Content guidelines
These guidelines provide a comprehensive framework and align well to the marking criteria.
There is no specific structure that learners must follow but you are encouraged to use
headings to break up content and direct the reader. Additionally, the nature of the task will
involve the use of personal pronouns and this is acceptable in this piece, although is less
common in business writing. The word limit excludes the reference list (everything else
including tables, figures, heading, captions, etc are included in the word count, no appendices
are used in this task). As a written communication, a brief introduction and conclusion should
be included.

To provide learners with a structured approach to this task, you are asked to reflect on specific
elements, rather than a broad overview. As such, learners should ensure they address the
specific topics following and should consult the marking criteria to see how this will be
assessed:

The assessment is formed by 4 parts, as follows.

Firstly, students should examine theory on strategic manoeuvres, providing a theoretical
synthesis, and identifying a specific consideration for marketing managers to be mindful of
when developing marketing strategies.

Secondly, individuals should summarise the choice of strategic manoeuvres as related to
goals set in Q2 of the simulation, with explanation supported by theory as to why these
choices were made. Decisions should be supported by theoretical reasoning, as well as in
relation to performance in the simulation. This should include a brief examination of how
well/poorly these decisions work to create an effective strategy.

Thirdly, individuals should review implementation of strategy (up to and including Q4) and
evaluate how well tactical choices have aligned to the overarching goals, and the results of
this implementation. Be specific here – what choices align/do not align with set strategic
MKTG3501 Semester 2, 2024
Assessment 1 Guidelines – Theoretical & Practical Review
objectives, what are the specific implications of this alignment, or lack of (simulation
performance is useful evidence and theoretical rationalisation is essential).

Finally, considering your theoretical discussion and review of practice, individuals should
identify a single problem/opportunity in the simulation and make a single top priority essential
specific recommendation to address this for potential execution moving forward in the
simulation, providing justification (bridging theory and practice) as to why this is necessary
and details of how this will be executed. This should be a specific actionable choice in the
simulation, with expected costs and outcomes. approaches, such as conducting research or monitoring competitors, this should be a specific
strategic choice executed in the game.>

Crucially, it is highlighted that this is a critical and informed reflection, not an opinion
piece. Therefore, detailed examination in relation to marketing theory is essential. Students
who solely describe personal opinions will fail. The task requires a diligent examination of
experiential learning outcomes in relation to specific evidence and contemporary marketing
literature. All discussions should be informed by evidence and theory, not personal
opinion.

Format
• Line spacing 1.5
• font 11pt Arial
• Standard margins
• Use headings to break up content effectively
• References should be included for ALL works using APA style. There is no set number
of references needed, rather relevance and quality of scholarly theory will inform
viewpoints and evidence.
MKTG3501 Semester 2, 2024
Assessment 1 Guidelines – Theoretical & Practical Review
Criteria Exceptional Advanced Proficient Functional Unsatisfactory
Marketing theory
25 marks
Sophisticated and thorough
synthesis of a range of highly
relevant theory with expert
identification and justification of
top consideration.
Thorough synthesis of a range of
relevant theory with strong
identification and justification of
top consideration.
Sound synthesis of a range of
related theory with identification
and some justification of top
consideration.
Broad review of related theory,
although more descriptive and
lacking analysis, particularly in
identification and justification of
top consideration.
Irrelevant, inaccurate or inadequate
review of theory, lacking analysis
and insufficient identification and
justification of top consideration.
Strategic goals
20 marks
Exceptionally clear description
and explanation of strategic
marketing goals, with strong
theoretical substantiation.
Expertly and precisely examining
the nature of strategic choices.
Clear explanation of strategic
marketing goals, with theoretical
substantiation and a sound
examination of the nature of
strategic choices.
Explanation of strategic
marketing goals, although
descriptive at times and with
sound examination of the nature
of strategic choices.
A description of strategic
marketing goals and with
broad/limited explanation of
strategic choices.
An unclear or vague description of
strategic marketing goals and/or
with limited/no examination of the
nature of strategic choices.
Implementation
20 marks

Sophisticated and succinct
reflection on the implementation
of strategic goals in simulation,
with expert evaluation of the
tactical choices and outcomes,
based on theory and evidence.
A thorough and well detailed
reflection on the implementation
of strategic goals in simulation,
with strong evaluation of the
tactical choices and outcomes
based on theory and evidence.
A sound and partly detailed
reflection on the implementation
of strategic goals in simulation,
with some evaluation of tactical
choices and outcomes using
some theory or evidence.
A descriptive reflection on
implementation of strategic
goals in simulation, with broad
evaluation of tactical choices
and outcomes, briefly noting
theory or evidence.
An unclear or vague reflection on
implementation of strategic goals in
simulation, with inaccurate or
insufficient evaluation of tactical
choices and outcomes with
insufficient theory and evidence.
Recommendation
15 marks
Expert application of reflective
findings to identify
problem/opportunity and
confidently justify a specific and
actionable recommendation, with
precise detail of cost and
expected result.
Strong application of reflective
findings to identify
problem/opportunity and to
strongly justify a recommendation,
with depth of detail of costs and
expected result.
Broad problem/opportunity with a
justified recommendation,
including some detail, but with
scope for more consideration of
costs and expected results.
A general problem/opportunity
with a recommendation, with
some, but limited, justification
and with broad detail.
Insufficient or inaccurate reflective
findings, not sufficiently identifying
problem/opportunity, with no/limited
justification of recommendation,
and with insufficient detail.
Informed discussions
10 marks
Use of high-quality literature
throughout the reflection to
support views and add depth to
discussion, highlighting crucial
themes of marketing.
Use of quality literature
throughout the reflection to
support views and discuss
relevant marketing themes.
Use of literature to inform views
throughout but being descriptive
at times.
Some literature is discussed
throughout but is largely
descriptive.
Insufficient (or no) use of literature
to inform discussions throughout,
with inaccurate discussions or
unsuitable sources.
Writing organisation
and mechanics
(including style, spelling,
grammar and
referencing).
10 marks
Extremely well organised and
structured writing communicates
meaning with absolute clarity and
fluency, with no errors in
grammar, spelling, word limits
and referencing.
Well organised and structured
writing communicates meaning
with clarity and fluency, with
minimal errors in grammar,
spelling, word limits and
referencing.
Partly organised and structured
writing communicates meaning
with some clarity and fluency,
with errors in grammar, spelling,
word limits and/or referencing.
Partly organised and structured
writing communicates meaning,
with multiple errors in grammar,
spelling, word limits and/or
referencing.
Not well-organised or structured
making meaning difficult to follow.
Poor use of language, grammar,
spelling, word limits and
referencing style. No evidence of
proof reading.