University	Auckland Institute Of Studies (AIS)
Subject	MKTG802 Strategic Marketing – Brands Products and Services

MKTG802 Assignment 3 Brief

Course: MKTG802 Strategic Marketing – Brands, Products and Services

Due: 4.00pm, Thursday 4^th June 2026 (soft copy submission through Moodle only)

Learning Outcomes

As set out in your Course Outline, this assignment requires you to:

LO1 Formulate ways to improve a company’s performance through an accurate diagnosis of its competitive advantage and brand strategy adopted; and

LO2 Conclude why profitability may be compromised and determine ways to improve company performance; and

LO3 Create appropriate and suitable reports with marketing plans to achieve success.

Assignment Tasks

As an aspiring consultant, choose a company (to be approved by your lecturer in class) and comprehensively analyse the company from a strategic marketing perspective. Consideration may include but are not limited to evaluating the effectiveness of the company’s market positioning, social media / SEO metrics, product range, promotion, pricing, distribution and segmentation / targeting.

Prepare a Business Development Report containing the following elements:

(1) Executive Summary

Summarise the challenges from the diagnosis phase and outline the plans for improving the company’s performance.

(10 marks)

(2) Analysis

Diagnose the current unsatisfactory performance and compromised profitability of the client’s company using tools, techniques and measures that are justified and appropriate

(35 marks)

(3) Action Plan

i. Create a Marketing Plan for the company for the next 18 months based on the conclusions that you could reasonably expect from the analysis phase. This should contain specific actions to be initiated, timelines, and how effectiveness in improving company performance will be monitored.

(35 marks)

ii. Formulate two ideas the company could improve performance and achieve more success. Discuss in some detail and make a compelling pitch why these will be effective.

(15 marks)

(4) Research

Reputable sources to support your arguments spanning various mediums, such as peer-reviewed journals, conference proceedings, well-regarded books, and authoritative websites.

(5 marks)

MKTG802 Assignment 3 Marking Rubric

Grading	D- (0% – 39%)	D (40% – 49%)	C (50% – 64%)	B (65% – 79%)	A (80% – 100%)
1 LO2, LO3	Entire sections of the executive summary are missing, or the polling report is missing and the executive summary lacks detail and not well explained.	Executive summary lacks clarity and has incomplete sections. It contains very little detail and does not clearly explain what the problem and the solutions are.	Executive summary either has sections which are too brief or contains paragraphs that have not been welldeveloped. The executive summary is lacking in diagnostic metrics .	Executive summary contains the proper sections and outlines the problem and the solution but does not contain enough diagnostic metrics.	Executive summary contains a brief but objective problem diagnosis. Background Section, Effects of the Problem, Recommendation, and Conclusion.
Marks out of 10 Student Feedback
2 LO1, LO3	Incomplete outline of tools, techniques and measures recommended for an effective diagnosis. Examples were not appropriate and there was no complete linkage to practical conclusions. The competitive advantage is not practical and does not align with most of the components outlined in this section.	Incomplete outline of tools, techniques and measures recommended for an effective diagnosis. Some appropriate examples used. Linkage of examples to practical conclusions is minimal or not relevant. The competitive advantage might be practical or aligns with some of the components outlined in this section.	Conclusion for compromised profitability is completed and appropriately supported through mostly accurate use of tools. Appropriate examples were used with mostly relevant linkage to practical conclusions. The competitive advantage is practical, aligns with most other components outlined in this section and is mostly attainable.	Conclusion for compromised profitability is detailed and appropriately supported through accurate use of tools. Appropriate examples were used and linked to practical conclusions with aspects considered from different angles. The competitive advantage is practical, aligns with almost all other components outlined in this section and is attainable.	Conclusion for compromised profitability is thorough, detailed and appropriately supported through accurate use of tools. Appropriate examples were used and linked to practical conclusions with multiple aspects considered from different angles. The competitive advantage is practical, aligns with all other components outlined in this section and is compelling.
Marks out of 35 Student Feedback
3(i) LO2, LO3	Incomplete marketing plan that contains elements of actions to be initiated, timelines, and means to monitor company performance. The marketing plan does not contain feasible actions, timelines and monitoring which are aligned.	Incomplete marketing plan that contains some actions to be initiated, timelines, and means to monitor company performance. The marketing plan contains some feasible actions, timelines and monitoring which at times align with each other.	Includes a sufficiently detailed marketing plan for the next 18 months, outlining proposed actions, timelines, and mechanisms for monitoring company performance. The marketing plan is clearly presented and contains largely feasible actions, timelines, and monitoring measures that are generally aligned.	Includes a comprehensive marketing plan for the next 18 months, detailing proposed actions, timelines, and mechanisms for monitoring company performance. The marketing plan is clearly articulated and contains feasible actions, timelines, and monitoring components that are well-aligned.	Includes a wellstructured marketing plan for the next 18 months, outlining proposed actions, timelines, and mechanisms to monitor company performance. The marketing plan is clearly articulated and includes high-quality actions, timelines, and monitoring components that are appropriately aligned.
Marks out of 35 Student Feedback			2(ii)
3(ii) LO1, LO3	The proposed methods to improve performance and achieve success yielded only partial or no measurable improvement.	One somewhat effective method to improve performance and achieve success has been formulated. The way is somewhat feasible and mostly relate to the marketing plan effectively.	One effective method to improve performance and achieve success has been formulated or two ways which are mostly effective. The way/ ways are at times feasible and mostly relate to the marketing plan effectively.	Two effective methods to improve performance and achieve success have been formulated. The ways are mostly feasible and relate to the marketing plan.	Two well-developed methods to improve performance and achieve success have been formulated. The methods are feasible and align closely with the marketing plan.
Marks out of 15 Student Feedback

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MKTG802 Strategic Marketing – Brands, Products and Services Assignment 3 Brief 2026

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