BALAKLAVA TOWN CENTRE

$14.00

BALAKLAVA TOWN CENTRE

Balaklava Town Centre

1.0 Project Definition

Balaklava Town Centre was chosen for this project because it has a high potential for improvement on different aspects like movement, streetscape, density, and even in land use.  Being on the south bank of Wakefield River and only 25 km east of Port Wakefield, the site has huge potential for future developments as a transport hub as well as a tourist attraction. To understand how the site can be improvement, a critical analysis is required.

  • Strategic
Category:

Description

BALAKLAVA TOWN CENTRE

Assignment 2 – Research Based Assignment

Weighting

This assignment is worth 30% of the final grade for this course. The grade given will be out of 30. It is an INDIVIDUAL assignment.

 

Word Count

The word count for this assignment is 1500 words. A 10% allowance above or below is acceptable. Please note that the reference list is not included in the word count. All pictures, figures and tables should be included in the body of the report, and are excluded from the word count. You should not attach any appendices.

What you are required to do

You are required to analyse one of the clients who have partnered with this course. You do not have a choice of client. You are not permitted to contact the client directly – any questions you wish to ask must be firstly forwarded to your tutor or lecturer.

 

Format for Assessment

In the workplace it is not customary to be given a template to follow. However, there is a structure at the end of this document that outlines what you should include in Assignment 2. It provides you with a step-by-step guide as to assessing your client. Despite the structure, please consider which information is most pertinent to the client, and ensure that you provide that in your document. You will of course need to include a TITLE page and REFERENCE list, as usual.

 

Sources and Referencing

When compiling the report, you should take a practical applied view of marketing concepts. Therefore, it is likely the some of the sources used in this assignment are considered non-academic, and this is fine. However, that still requires you to provide quality references from authorities that are respected and know what they talking about. Don’t just use the first google answer you can find and take this as your answer. Dig deep and demonstrate that you have done your homework.

You should also ensure a wide variety of sources to guide your research. These references should be a mix of academic (journal articles) and non-academic (textbook, websites, trade articles) sources. It is expected that you will conduct your own research from academic and trade journals to supplement textbook material. All sources should be correctly referenced using APA or Harvard standard. A referencing guide can be found under the Assessment folder. Additionally, the referencing tool on the Griffith Library website is a great resource. Incorrect referencing will see marks deducted, according to the criteria.

 

Criteria & Marking:

If you would like to have a look at the marking criteria, please download the marking criteria rubric under the Assessment Tab > Assessment Item 2 folder > Research based assignment: Marking rubric.

 

Return of Marks

Your work will be marked online and returned by email. Marks will be uploaded to your marks centre no later than 2 weeks from your submission.

Digital Backups of your work

To avoid losing your data, students are expected to keep a copy of their work backed up at all times. The best strategy is to save your work in multiple locations. It is suggested to save your work on a computer, USB and in your Google Drive (attached to your student email) after each edit, to save losing work. “Losing your work” is not an acceptable reason to apply for an extension. Students are expected to retain copies of all assessment items submitted until a final grade for the course has been awarded. Creating a backup of all your computer files is highly recommended.

Submission

This assignment should be submitted online through the Safe Assign submission portal by the due date. More detailed guidelines on how to submit an assignment in Safe Assign can be found in the Assessment folder.

 

It is advised that you submit your work first as a draft (see draft submission point), and read the similarity report. The similarity report is designed to allow you to self-check for plagiarism. When you believe your work is free of referencing errors and plagiarism, you should submit through the the final submission link. Only two drafts, and one final submission are allowed. Please remember that similarity reports are not generated instantaneously, and can take up to 24 hours. Please consider this when planning your time up to the due date and time. Penalties of 10% of the maximum mark possible are deducted for each day the assignment is submitted late. Weekends count as one day.

 

 

Proposed outline

  • Title page
  • No executive summary
  • Brief introduction
  • Situation Analysis
    • Macro-environment
      • Social (reflect on relevant digital trends)
        • g. From passive to active content consumption
        • Stories
      • Technological
        • Reflect on the advancement of marketing technology
      • Legal
        • Data protection and privacy laws (e.g. GDPR laws, privacy act)
        • Australian consumer law
      • Political
        • How is the political landscape influencing the organisation
      • Environmental
    • Meso-environment
      • Market Analysis
      • Competitor analysis (Who are their 3 direct competitors and how do they compare?)
    • Micro-environment analysis
      • Company analysis
        • Who are they, what do they do and sell
      • Staff analysis
        • Current staff structure and expenses
        • What specific marketing resources do they have in place?
      • Digital assessment:
        • Audit of existing social media platforms (followers, number of posts, engagement statistics, etc.). Make a comparison with the three key competitors identified in the meso-environment.
        • Email marketing assessment
        • Website and landing page assessment
        • SEO assessment
        • Paid advertising assessment
      • Summarize digital challenges: Identify 3 key digital challenges for the organization you have selected as a result of your digital assessment. Demonstrate why these are important issues that should be fixed (i.e. what would the benefits be of fixing these issues)
    • Personas: Persona creation and customer journey mapping. Build a total of 3 personas, include an actual picture or a drawing. Use the following four segmentation bases to build your persona:
      • Demographics: age range, gender, marital status, children, education, job type
      • Geographic: where do they live? What does that tell us about their culture and lifestyle?
      • Psychographics: goals, values, aspirations, pain-points, hobbies and other lifestyle characteristics. What do they want to achieve and how can your product/services help them.
      • Behaviours:
        • Behaviours that are relevant to your product/service
        • What are their digital behaviours (social media usage, preferred digital channels, best point of contact, offline behaviours, how much time on their smartphone, laptop, and tablet? Where do they get their information from?
        • What are the customers supposed to do with your marketing?
      • Reference List (Harvard or APA. Consistency is important. Minimum of 10 references)
        • No appendix

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BALAKLAVA TOWN CENTRE

Balaklava Town Centre

1.0 Project Definition

Balaklava Town Centre was chosen for this project because it has a high potential for improvement on different aspects like movement, streetscape, density, and even in land use.  Being on the south bank of Wakefield River and only 25 km east of Port Wakefield, the site has huge potential for future developments as a transport hub as well as a tourist attraction. To understand how the site can be improvement, a critical analysis is required.

  • Strategic