MKT00075 Marketing Principles - Concept Development and Marketing Plan for a Sustainable Offering - Assessment Answer

MKT00075 Marketing Principles - Assessment Answer

Assessment Task:

Task

As you have learned in Topic 1, marketing is all about ‘creating, communicating, delivering and exchanging offerings 1 that have value for customers, clients, partners and society at large’ (American Marketing Association cited in your text, Lamb et al. 2016, p. 3). Therefore, the aim of this major assessment is for you to identify a problem with a particular market offering (or the lack of an appropriate market offering) and to contribute a solution to this problem through the use of appropriate marketing and creative problem-solving (CPS) tools.

You will develop

(1) a concept for a new or improved sustainable offering and

(2) a marketing plan for the proposed offering to ensure it has the greatest level of success.

Learning Outcomes:

Gaining insight into the range of things that marketers actually ‘do’ by applying much of what you will read in the text to a potentially real-world problem.

•  Improving your creative problem-solving skills to help you deal with unstructured, complex problems in business.
• Seeing how all the main elements of marketing fit together. In this way, marketing will make a whole lot more sense to you.
• Improving your project management skills, which are both critical in the contemporary workplace and perhaps to your future goals.
• Building your teamwork skills should you choose to work with other students (group work is optional). You will learn from your fellow group members, and they may even become part of your personal or professional network.
• ‘Raising the bar’ for marketers and consumers by focusing on a ‘sustainable’ offering. You will adopt a more pro-active market orientation (one which anticipates future needs rather than just responds to expressed needs). This shows us how the marketing industry can become part of the sustainability solution.

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