Background You are required to undertake this assessment individually. The assessment will focus on the critical analysis of the concept for the Bank of Cancer Research. Each student will conduct an...

Background You are required to undertake this assessment individually. The assessment will focus on the critical analysis of the concept for the Bank of Cancer Research. Each student will conduct an analysis of the marketing program for this new consumer product and the effectiveness of its launch and commercialization. This will be done in the context of the competitive environment for banking services in general and not-for-profit, caused-based financial services in general. Based upon available information and your research you will need to undertake a review of the proposed concept for the Bank of Cancer Research and prepare a critique from a new-product launch perspective. This should take into consideration the broader environment for the provision of banking / financial services and will be presented as a marketing audit together with recommendations for each key element of the marketing program. You will need to evidence a review of at least three organisations (Australian and international) that you consider to offer a closely comparable value-proposition and from which you believe illustrations of ‘good-practice’ can be drawn. Supporting information and your research & enquiry The Bank of Cancer Research is a ‘real-life’ project. The work you undertake will be shared with the organization upon completion and could play an important in helping to support the launch of this important concept. It is expected that you will undertake both primary and secondary research during the conduct of your review. Some secondary data will be provided to assist you. Initially, a briefing on the proposed Bank of Cancer Research will be given during Session 2 by Mr. Aaron March who is the Melbourne-based Founder. All students are required to attend this briefing which will be held in-class. A further opportunity to consult with Mr. March will be offered at a later point in the semester at a time to be negotiated.