MKTG209 Marketing Research Assessment – Macquarie University
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Assignment Details:
- Referencing Styles: Harvard
- Words: 1750
- Course Code: MKTG209
- Course Title: Marketing
- University: Macquarie University
- Country: AU
Assume that following your earlier research in Assessment 2, please see attachment of assessment 2 Your consulting firm is now convinced that UniSuper’s closest competitor is AustralianSuper. Mr Brendan Donohue, the Head of Digital Marketing and Customer Experience at UniSuper thinks that if your firm could perform a comparative analysis of UniSuper and AustralianSuper, you could help him find the areas where UniSuper is currently lagging so that he can put in place measures to address these gaps. Your task is to conduct such a comparative analysis and show how your findings could be integrated into UniSuper’s current digital marketing practices to gain a competitive advantage over AustralianSuper. Note that this is an individual assessment. Instructions Following your second assessment, you are now convinced that your key competitor in the superannuation industry is AustralianSuper. Write a report that critically compares, contrasts, and evaluates the differences and the similarities between the types of digital marketing practices utilised by AustralianSuper and UniSuper. Outline any advantages that AustralianSuper currently holds and show how these advantages could be adopted by UniSuper to further enhance its current position in the market. Do not forget to examine key areas such as social media, online reputation management and mobile marketing. Structure Executive Summary Write a summary of the report in terms of the purpose, method of data gathering used, most important findings and key recommendation