03:12 19/7/25 Assignment 1: Contemporary Issue Analysis
Assignment 1: Contemporary Issue Analysis
Course code and name: MKTG1507 | Contemporary Issues in Digital Marketing
Length: 1,200 words
Type: Individual Assessment
Feedback mode:
Early Feedback during class time in Week 4
Lecturer's written feedback provided two weeks after your submission date.
Late work:
Assessments submitted late after the published submission deadline without approved special
consideration, or prior agreement (i.e. Equitable Learning Plan, Alternative Assessment) will receive
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calendar days, so this includes weekends and weekdays, as well as holidays and University closure
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Turnitin Similarity Report >24% matching text (yellow, orange, or red color), excluding references -
less 1 mark per 1% similarity. In cases where the similarity report is within the limit, but the work
has not been referenced and/ or is not paraphrased correctly, students may receive further deductions
for specific criteria in the marking rubric, which evaluate the originality of ideas, professional
presentation, language use, blog structure and/ or correct use of RMIT Harvard referencing.
Word count must be included correctly in the cover page. Word count excludes cover page, table of
content, reference list, and appendix. If you exceed the word count (1,200 words), 1% of the mark will
be deducted for every 100 words exceeded. No part of your original writing should be turned into
picture, except graphs, photos and visuals from external sources.
Learning Objectives Assessed
CLO1: Identify and understand the complexities of the digital marketing environment in contemporary
business practice.
CLO2: Examine the literature that addresses digital marketing complexity problems and apply theories to
describe and explain a specific digital marketing problem.
Ready for Life and Work
The topics, assessments, and learning activities of the course require students to become active and
lifelong learners who are capable of knowing, understanding, applying, analyzing, and evaluating real-world
digital marketing scenarios to propose marketing innovation solutions that are global in outlook and
competence, culturally and socially aware, innovative, and that conform to work-ready industry standards
and adhere to environmentally aware and responsible digital marketing practices.
Assessment Details
Purpose
The purpose of the assessment is to require students to demonstrate competence in course learning
objectives CLO1 - CLO2, by preparing a report on emerging issues for the client project. The assessment
will prepare the students for the following steps in a marketing innovation strategy planning process,
which the students will complete in assessments 2 and 3.
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03:12 19/7/25 Assignment 1: Contemporary Issue Analysis
Task
Assessment 1 is an individual assessment. Based on content we discussed in classes during Week 1 to 3, you
are to identify and analyze emerging issues that the WIL client is facing to identify a gap for marketing
innovation. The report will be no more than 1,200 words, excluding the cover page, reference list, and
appendix.
About our Client
In this semester, we will be working with theMay (the-May), a fast-growing startup selling unique
accessories that use handcrafted textiles made by artisans from ethnic minorities all over Vietnam. For
more information about the client, please refer to their profile here .
Guidelines
You should apply knowledge and skills learned from prerequisite courses, MKTG1507 Topics 1 to 3, and
incorporate requirements of the WIL Client Project guideline.
The first step of any successful innovation project is to understand and correctly define the problem. As
Steve Jobs once said, "If you define the problem correctly, you almost have the solution". For this
assignment, you will focus on the first step of an innovation process, and define the problem.
It is recommended that your report should have the following sections:
1. Introduction: In this section, you should show your understanding of the client requirements, vision,
and mission for marketing innovation. It is also important to discuss the client's current business
model, competitive advantages, and positioning in the market.
2. Gap Identification: In this section, you need to conduct research to identify and assess the problem
before concluding with a problem statement. To do so, you should cover:
The client's contemporary environment and the driving forces for changes in this environment: Analyze
the forces in the macro environment of the client (each student chooses a maximum of 2 macro
environment forces to analyze) and identify the major driving forces for changes in the client
marketing environment. Show your understanding of the conditions/influences that shapes the problem,
in other words, link the problem to the local context as it will make your problem unique and
circumstance-specific.
Megatrends: Discuss the megatrends of consumer behaviours and preferences in this sector? Discuss the
driving forces of these megatrends.
Problem Identification: Choose a problem amongst the issues you have discussed above: 1) analyze the
problem's scope and impact; 2) identify and discuss the root cause of the problem; 3) determine the
SMART objective to solve the problem.
Problem statement: develop a problem statement for your problem.
3. Conclusion: In this section, you need to conclude the gap for marketing innovation. Discuss the role of
marketing innovation in solving this gap.
Attempts to work around the word count limit by including figures/ images with non-highlightable text will
not be read and will not be marked.
Support Resources
This assessment requires that you meet RMIT's expectations for academic integrity. More information and
advice on how to avoid plagiarism are available in the Getting Started module.
Open the academic integrity page.
Additional library and learning resources are available to help with the assessment in this course
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03:12 19/7/25 Assignment 1: Contemporary Issue Analysis
Link to Assignment Support.
Submission Instruction
The assignment file should be named: MKTG1507_A1_Campus_GroupNo_Student family name_
Snumber_Semester_Year
In the cover page, you need to show the course title, course code, name of lecturer, student name and
ID, and word count.
You may submit your file to Canvas as many times as you wish before the deadline, in order to check the
Similarity Report for your report. Re-submissions after the deadline will be marked late. Submission
will close after marks release.
You need to re-submit immediately if you do not get a Similarity Report. You will know if there is a
problem if you see a gray exclamation icon "!" or a message that says "Your submission must contain 20
words or more", or "Resubmit to Turnitin". Why does this happen?
Turnitin will not accept PDF image files, forms, or portfolios, files that do not contain
highlightable text (e.g. a scanned file - is an example of an image file).
Turnitin will not accept corrupted documents. This may happen during exporting the file to PDF,
converting it into an "image".
The file limit for Turnitin is 267 MB whereas the text file size that Turnitin requires is no larger
than 2 MB, refer to file types and size here.
If you encounter an issue with your submission via Canvas Turnitin email [email protected] for support
immediately. Short-time extensions will be given to teams with official email correspondence from Ed
Tech to show they have reported and sought help with technical issues.
Rubric
Comments made in the assignment should be supported by appropriate and relevant references. Students are
encouraged to use the RMIT library services or valid and valuable sources to make their own choice.
The assignment will be graded as if it were a document to be presented in the context of a legitimate
business relationship, so its presentation needs to be succinct, well-argued and supported by
appropriate evidence. It must be typed and accurately referenced, with supporting evidence drawn from
textbooks, journal articles, and supplementary readings.
Grades will be adversely affected by poor formatting, layout, grammar, spelling, and any perceived lack
of professional impact.
You can view the marking rubric for assignment 1 below.
Extensions and Special Consideration
Special Consideration: An application for special consideration is made in advance of an assessment through
RMIT Connect wherever possible, but normally within 5 working days after the assessment task deadline. To
understand special consideration cases and how to apply for them click here to find out more about Special
Consideration.
Equitable Assessment Arrangement: What kind of Equitable Learning Service (ELS) adjustments might be made
for me? Any student requiring equitable assessment arrangements can
contact: [email protected] or click here to find out more about Equitable Learning Service.
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03:12 19/7/25 Assignment 1: Contemporary Issue Analysis
Criteria Ratings Pts
#AoL1c Ethical 40 to >31.9 pts 31.9 to >27.9 pts 27.9 to >23.9 pts 23.9 to >19.9 pts 19.9 to >0 pts
HD DI CR PA NN
Global
Citizens. Identifies Identifies macro Identifies macro Identifies macro Ignores or is
macro environment environment environment unable to
Recognises the environment factors in a factors in a factors in a identify macro
macro factors in a business context. business context business context. environment
environment business Good ability to but incompletely The complexity of factors in a
implications to context and describe, analyse articulates their these issues is business
articulates and evaluate the complexity. Good misinterpreted or context. No
business
their megatrends of attempt to understated. Some attempt to
decisions and
complexity. consumer describe, analyse attempt to describe,
can 40 pts
Excellently behaviours and and evaluate the describe, analyse analyse and
independently describe, preferences and megatrends of and evaluate the evaluate the
apply this to analyse and the driving consumer megatrends of megatrends of
decision-making evaluate the forces of these behaviours and consumer consumer
megatrends of megatrends. preferences and behaviours and behaviours and
and problem-
consumer the driving preferences and preferences
solving. behaviours and forces of these the driving and the
preferences and megatrends. forces of these driving forces
the driving megatrends. of these
forces of these megatrends.
megatrends.
Problem 40 to >31.9 pts 31.9 to >27.9 pts 27.9 to >23.9 pts 23.9 to >19.9 pts 19.9 to >0 pts
HD DI CR PA NN
Identification.
Excellent Good critical Good attempts to Some attempt to No critical
critical skills skills in analyse the analyse the skills in
in analysing analysing the problem's scope problem's scope analysing the
the problem's problem's scope and impact; and and impact; and problem's
scope and and impact; the the root cause of the root cause of scope and
impact; the root cause of the the problem. the problem. impact; the
root cause of problem. Well- Objectives are Objectives are root cause of
the problem. written SMART written in SMART written in SMART the problem.
Well-written objective to with minor with major Incorrectly
40 pts
SMART objective solve the errors. Provide errors. Provide written SMART
to solve the problem. Provide justification for justification for objective.
problem. justification for arguments with arguments with Provide
Provide arguments with some usage of some usage of justification
justification good usage of market research market research for arguments
for arguments market research and academic and academic with no usage
with excellent and academic sources. sources. of market
usage of market sources. research and
research and academic
academic sources.
sources.
Problem 10 to >7.9 pts 7.9 to >6.9 pts 6.9 to >5.9 pts 5.9 to >4.9 pts 4.9 to >0 pts 10 pts
Statement. HD DI CR PA NN
- Offer a well- - Offer an - Offer a - Offer an - Offer an
structured effective somewhat ineffective ineffective
problem problem effective problem problem
statement that statement that problem statement that statement or no
clearly define outlines the statement that outlines the statement that
the problem, problem, and outlines the problem, and outlines the
specific objectives, and problem, and objectives, and problem, but no
objectives, and provides some objectives, and but fails to objectives, and
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03:12 19/7/25 Assignment 1: Contemporary Issue Analysis
Criteria Ratings Pts
provide a clear direction to provides some provide some but fails to
direction to solve the direction to direction to provide some
solve the problem. solve the solve the direction to
problem. problem. problem. solve the
problem.
Effective 10 to >7.9 pts 7.9 to >6.9 pts 6.9 to >5.9 pts 5.9 to >4.9 pts 4.9 to >0 pts
HD DI CR PA NN
structure and
- Outstanding - Organised - Structure is - Structure is - Inappropriate
organisation of
level of structure mostly appropriate but structure for
ideas.
organisation of throughout; appropriate; there may be genre; ideas
all content; ideas organised ideas are some problems disorganised
ideas extremely logically with sufficiently with form; ideas throughout - No
well organised - minor exceptions organised are organised in or very poorly
Use referencing - Use throughout - parts - Attempt executed in-text
appropriately referencing Mostly use appropriate citations and/or
with no errors. style referencing referencing but reference list.
-Excellent appropriately style with frequent - Poor academic
10 pts
academic writing with minor appropriately. - errors. - Need writing skills.
skills. - Use exceptions. - Satisfactory to improve
all high quality Very good academic writing academic writing
reliable sources academic writing skills (some skills.
including skills. - Good areas could be
academic use of suitable improved). -
sources, market reference Limited use of
research and sources to sources.
industry reports support your
to demonstrate arguments.
and support your
arguments.
Penalty for 0 pts 0 pts
Penalty for exceeding word limit Penalty for late submission
exceeding word
limit and/or 0 pts
late
submission.
Total Points: 100
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