Assignment One Feedback:
The segmentation section needed a little more consideration. It would have been useful to try to make segments that were a little more unique. These seem very similar to the ones features in the FAQ. It is important to remember that the ‘segments’ and ‘target market’ should be focused on the volunteers. This was outlined in the assessment brief, the and the FAQ. Be sure to adjust your target market.
The target market was not quite right. This needed to be the justification for selecting one of the segments outlined earlier. The purpose here is to demonstrate the quality of your segment. It also needed to include an outline of your consumer profile.
The discussion of the differentiation and positioning needed more development. More time could have been spent explaining and exploring strategies in this section rather then on the positioning map. The discussion of technology does not quite convey the right ideas. While the Mobile outreach program is a van or bus, this is phrased to suggest that it is a new piece of technology.
Take care with your expression. There were a few times when the wording of your ideas was not quite right.
The referencing needs a little more refinement to meet the Harvard standards. Please see the guide to referencing on the Deakin Library website: http://www.deakin.edu.au/students/studying/study-support/referencing/harvard
Requirements for second assignment :
Having chosen a target market in Assignment 1, Assignment 2 leads directly on from this. In particular, in Assignment 2, your task is to recommend the specific integrated marketing communication strategies that will help Open Family Australia to successfully reach the suggested target market.
| Section | Details (optional/suggested breakdown of word limit in brackets) |
| 1
300 Words |
Background Summary of Assignment 1: In your background summary, you should incorporate the following: – Summary of findings from Part 1 (industry overview, macro and micro analysis) – Description of your chosen target market and their profile – Discussion of your differentiation and positioning in the context of your target market – Outline the structure of your Assignment 2 report |
| 2
1400 Words |
Promotional Mix: Provide a fully referenced discussion of the integrated marketing communications (promotional) strategies that you are recommending be used by the organisation to meet its objectives (page 3 of this brief), with justification (see Chapters 11, 12 and 13 of the prescribed text). Aspects that you need to address, include: – Relevant aspects of the IMC mix/Promotional mix – Which promotion tools or elements should be used? – How should they be used? Be specific, including message and media decisions. – Justify your recommendations – be creative, but ground your decisions in reality and base them on best-practice – Make sure you discuss at each stage how these strategic recommendations relate to the stated objectives and how they will help Open Family Australia achieve their goals |
| 3
(300 words) |
Conclusions with Implications for the Company: Make sure your conclusion and implications: – Summarise the significant elements of both Assignments 1 and 2 – What are the implications for the company of the findings of both of your reports? – Practical steps for the company as to what they need to do in the immediate future to attract volunteers. – What metrics would you recommend they use to measure the success (or otherwise) of the communication plan? |
| Overall | General communication. – Use of credible and relevant sources (minimum of 10 different sources) with at least 50% of these being Peer Reviewed Sources (minimum of 5 different sources). – Correct, consistent use of the Harvard style of referencing. – Concise, clear, professional language and writing style. |
