Explanation & Answer length: 1500 Words.
BCO 211 STRATEGIC MARKETING MIDTERM Task brief & rubrics Task: written summative assignment This assessment is a written submission exam and will be released in week 1 of the course. Students are required to answer the following questions using examples to illustrate their point.
1) How to use segmentation and targeting in the formulation of marketing strategy.
2) What is and Why is important the value proposition of a product? And the Competitive advantage? And a Sustainable Competitive advantage?
3) Explain Igor Ansoff’ s growth strategies 4) How the product’s life affect the product strategy? 5) What is the Boston Consulting group (BCG) growth/share matrix? Explain how to use it with an example.
The assignment should be in word document format and must be uploaded to a Turnitin folder created on the course Moodle platform. Formalities: o o o o o Word: Word count: 1000-1500 words. Cover, Table of Contents, References and Appendix are excluded of the total word count. Font: Arial, size 12 Text alignment: Justified The in-text References and the Bibliography have to be in Harvard’s citation style. It assesses the following learning outcomes: Outcome 1: Understanding macro and micro economic analysis Outcome 2: Understanding the market trends and the competitors. Outcome 3: Understanding customer needs and value proposition match Outcome 4: Understanding the competitive advantage Rubrics Application (30%) Student applies fully relevant knowledge from the topics delivered in class. Value proposition, competitive advantage, positioning, segmentation, Good 80-89 Student demonstrates good understanding of the task and mentions some relevant concepts and demonstrates use of the relevant vocabulary.
Student applies mostly relevant knowledge from the topics delivered in class. Value proposition, competitive advantage, positioning, segmentation, Critical Thinking (35%) Student critically assesses in excellent ways, drawing outstanding conclusions from relevant authors. Student critically assesses in good ways, drawing conclusions from relevant authors and references. Communication (20%) Student communicates their ideas extremely clearly and concisely, respecting word count, grammar and spellcheck Student communicates their ideas clearly and concisely, respecting word count, grammar and spellcheck Knowledge & Understanding (15%) Exceptional 90-100 Student demonstrates excellent understanding of key concepts and uses vocabulary in an entirely appropriate manner. Fair 70-79 Student understands the task and provides minimum theory and/or some use of vocabulary. Student applies some relevant knowledge from the topics delivered in class.
Misunderstanding may be evident. Value proposition, competitive advantage, positioning, segmentation, Student provides some insights but stays on the surface of the topic. References may not be relevant. Student communicates their ideas with some clarity and concision. It may be slightly over or under the wordcount limit. Some misspelling errors may be evident. Marginal fail 60-69 Student understands the task and attempts to answer the question but does not mention key concepts or uses minimum amount of relevant vocabulary. Student applies little relevant knowledge from the topics delivered in class. Misunderstands are evident. Value proposition, competitive advantage, positioning, segmentation, Student makes little or none critical thinking insights, does not quote appropriate authors, and does not provide valid sources. Student communicates their ideas in a somewhat unclear and unconcise way. Does not reach or does exceed wordcount excessively and misspelling errors are evident.
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