HSC Business Studies Research Task Assessment

Assessment

Details

Students are to use and submit the template provided to complete a series of short-answer questions to the CANVAS submission box. Students are required to research ONE or MORE business case studies to answer the short-answer questions below. Students are to integrate a MAXIMUM OF ONE case study business per question.

Questions

1. Describe the target market for a chosen business.
2. Explain the impact that Australian consumer law (ACL) has had on the marketing of a chosen business.
3. Demonstrate how ethical influence/s have impacted the brand awareness of a chosen business.
4. Analyse the pricing strategy/ies adopted by a chosen business in achieving the strategic roles of marketing.
5. Assess how a chosen business has used the promotional mix to achieve the strategic role of marketing.

Role of Marketing

• strategic role of marketing goods and services
  • Brand awareness
  • Sales
  • Market share
  • Profit maximisation

Influences on Marketing

• factors influencing customer choice
  • psychological, sociocultural, economic, government •
• consumer laws
  • deceptive and misleading advertising 
  • price discrimination 
  • implied conditions 
  • warranties 
• ethical
  • truth, accuracy and good taste in advertising, products that may damage health, engaging in fair competition, sugging

Brief Summary of Assessment Requirements

The assessment requires students to complete a set of short-answer questions using the provided template and submit it through CANVAS. To answer each question, students must research one or more business case studies, but they are restricted to a maximum of one business per question.

The questions focus on core concepts within the Role of Marketing and Influences on Marketing. Students must demonstrate understanding of marketing theory and apply it to real-world business examples.

Key Requirements and Pointers to Be Addressed

1. Describe the target market of a chosen business
   Identify demographic, geographic, psychographic, and behavioural segments.

2. Explain the impact of the Australian Consumer Law (ACL)
   Discuss consumer protection laws such as misleading advertising, warranties, price discrimination, and how they influence the business’s marketing activities.

3. Demonstrate ethical influences on brand awareness
   Explain how ethical or unethical actions influence public perception and brand strength.

4. Analyse the pricing strategies used by the business
   Link pricing strategies to the strategic roles of marketing: sales, profitability, market share, and brand awareness.

5. Assess how the promotional mix supports marketing goals
   Evaluate the use of advertising, personal selling, public relations, sales promotion, and digital channels in achieving strategic outcomes.

6. Apply knowledge of marketing roles and influences
   Include concepts such as:
   • Strategic role of marketing
   • Customer choice influences (psychological, sociocultural, economic, government)
   • Ethical considerations
   • Consumer laws

How the Academic Mentor Guided the Student (Step-By-Step Approach)

1. Understanding the Task and Breaking Down Requirements

The mentor began by explaining the scope of the assessment:
Five short-answer questions
One business case study per question
Integration of theory with real-world examples
This helped the student clearly understand expectations before starting research.

2. Selecting Appropriate Case Studies

The mentor guided the student in choosing recognised businesses such as Woolworths, Apple, McDonald's, or Qantas.
Selection criteria discussed included:
Availability of reliable information
Clear marketing strategies
Relevance to each question

The student was encouraged to choose different businesses for each question to avoid repetition and meet assessment rules.

3. Structuring Each Short-Answer Response

The mentor explained how each answer should follow a consistent and academic structure:
Start with the marketing concept
Apply the concept to the chosen business
Provide specific examples
Conclude with the effect or outcome

This ensured clarity and alignment with marking criteria.

4. Researching the Target Market

The mentor demonstrated how to:
Identify market segmentation variables
Interpret public data (websites, annual reports, marketing campaigns)
Summarise the target customer profile clearly

The student learned to link segmentation choices to business purpose.

5. Analysing the Impact of ACL

The mentor explained common ACL components: misleading advertising, warranties, implied conditions, price discrimination.
The student was guided to:
Identify a real case where ACL shaped marketing behaviour
Explain how compliance builds trust and protects brand image

This strengthened application of legislation knowledge.

6. Exploring Ethical Influences

The mentor helped the student understand what ethical marketing involves:
Honest communication
Responsible product promotion
Avoiding tactics like “sugging” or harmful product marketing

The student then examined how an ethical (or unethical) action influenced brand awareness.

7. Evaluating Pricing Strategies

The mentor introduced common pricing strategies: penetration, skimming, competitive, psychological, premium pricing.
The student learned to link pricing to the strategic roles of marketing, such as:
Profit maximisation
Market share growth
Sales volume increase
Brand positioning

8. Assessing the Promotional Mix

The mentor reviewed each element of the promotional mix and explained how to evaluate its effectiveness. The student was guided to:
Identify key promotional activities
Explain how they support strategic marketing goals
Analyse real examples like digital campaigns, loyalty programs, PR events, etc.

9. Reviewing and Ensuring Compliance

Finally, the mentor guided the student through:
Checking for academic tone
Ensuring one business per question
Maintaining concise and accurate responses
Aligning answers with marketing theory

Final Outcome

With guided support, the student produced a well-structured assessment where each question:

• Correctly integrated marketing theory
• Used one relevant case study per response
• Provided concise explanations and clear application
• Addressed both the role and influences of marketing
• Followed the template and adhered to all requirements

The result was a polished submission demonstrating strong conceptual understanding and applied analytical skills.

Learning Objectives Achieved

Through the mentor-supported process, the student successfully learned to:

• Apply marketing concepts to real business case studies
• Identify and analyse target markets
• Understand how ACL affects marketing decisions
• Evaluate ethical influences on marketing and brand awareness
• Analyse pricing strategies and their strategic outcomes
• Assess the impact of promotional strategies
• Integrate theory with evidence in concise academic responses
• Structure short-answer responses effectively

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