MKTG6096 - Assessment 3 Critical Analysis of Marketing Concepts Brief

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MKTG 6096
May 8, 2023
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1 MKTG6096 (2021) Assessment Guide: A3 Critical Analysis of Marketing Concepts and Their Applications (Individual Task) Learning Outcome 1: Explain the concepts and principles which underpin the discipline of marketing. Learning Outcome 2: Analyse and apply marketing concepts in dealing with practical marketing issues. Due: 5pm Friday week 7. Total marks 30 What do I have to do? By the end of Week-5, your lecturer will randomly assign you a marketing concept. You are to define, explain, compare, and analyse the assigned concept. You are not permitted to change the assigned concept. Each student has randomly allocated to a marketing concept based on their student IDs. We will check your report against the list. Formal academic writing style is required, and careful proof reading (spelling, grammar) is essential. The recommended structure Introduction: In the introduction you need to provide an overview of the marketing concept. You need to define the marketing concept and provide a brief literature review , discussing the work that has been done by researchers around the marketing concept. If there are different theories or models you need to explain those briefly as part of this literature review. Theory in practice: Discuss the application of the concept focusing on the following: The advantages and limitations of the concept in the marketplace. Analyse the benefits (minimum: three) and limitations (minimum three) of the concept when it is applied in the real-world environment. For example, if you were assigned 'celebrity endorsement' as your marketing concept you would talk about 3 benefits of using a celebrity endorser, and 3 weaknesses, limitations, or disadvantages of using a celebrity endorser, in practice. Analysis of relevant examples/evidence: In the PDF on iLearn that shows your allocated concept, you will also be provided with a list of brands that can be used as examples/evidence for the successful and unsuccessful application of the concept. You must only use those examples provided to explain whether the examples/evidence hold well in the marketplace or not. A Minimum of two examples/evidence MUST be discussed where the concept has been successfully applied in the marketplace and minimum two examples/evidence when it has not. Then, provide explanations /reasons why it worked (minimum three in total) and why it did not (minimum three in total). Conclusion: Provide three practical recommendations for marketing managers as to how they can apply the concept in their organisations. You need to justify your recommendations using marketing concepts and theories.
2 A minimum of Five references (e.g., scholarly peer-reviewed journal papers, industry sources, textbook, etc) must be included in this report. There is no "ceiling" regarding the number of references (only the "floor") but go for quality / credible references. Please see the marking rubric. Some examples "scholarly peer -reviewed journal pap ers" and "industry sources" and how to incorporate these references: "Scholarly peer - reviewed journal papers" (or in short academic journals ): You can cite these resources when you are making a theoretical / conceptual argument. In A3, the most relevant sections where you should cite academic journals include: Introduction: When you are providing an overview of the marketing concept including recent developments and works on the topic. Theory in practice, when you provide your justification "as why it (the marketing concept) holds, or not" in practice. Recommendation: When you need a theoretical argument to support the recommendations you are making. Academic journals that are most relevant to MKTG6096 are listed in the Unit Guide. To access (download) the academic journal articles while you are outside the Uni, go to the Macquarie Library Website. The MQ library has multiple online support services if you need any assistance. Please visit the Library website for more information. "Industry sources" are most suitable when you are analysing some examples for how the marketing concepts is applied in practice, and any industry trends including data and statistics. Industry sources could include resources such as: Government / government agencies: Reports or information from the official websites of ABS, Australia Communications & Media Authority, ACCC etc. Industry Reports: Examples include IBIS World, Euromonitor (accessible via MQ Library). Industry publications such as: "Trend Watching", Marketing Magazine, B&T, AdNews etc. Other sources: Credible News websites, company websites etc It is impossible to provide an exhaustive list here but the above should give you some ideas Format: Maximum 1500 words (+/-10%); 1.5 line- spaced; 12-point font. This limit includes any tables, diagrams and appendices but excludes reference list. Appendices are not recommended. Executive summary and table of contents are NOT needed. Both PDF and Word formats are fine. Mac Users: If you are using "Pages", please convert your work to PDF before submission. You can use sub-headings. All headings and sub-headings are included in your word count. Penalties will be applied for extra wordcount (10% of total available mark from total awarded mark for every 100 extra words or part thereof). Cover Page: Please include your name, student ID number, day/time of workshop, the title of the assessment and total word count (excluding cover page, table of contents and reference list). If not included, 5% penalty applies.
3 Referencing style : In-text scholarly citations and reference list are required with consistent APA / Harvard referencing. Only APA and Harvard will be accepted. Online Submission: An electronic copy is required to be uploaded to Turnitin by the due date. No hardcopy submission is required. What other important information should I be aware of? Late Submission: No extensions will be granted unless a student has an approved special consideration. There will be a deduction of 10% of the total available marks made from the total awarded mark for each 24-hour period or part thereof that the submission is late (for example, 25 hours late in submission - 20% penalty). No assignment will be accepted more than 72 hours late. This penalty does not apply for cases in which an application for special consideration is made and approved. Special consideration can be made through the following link: Note: applications for Special Consideration Policy must be made within 5 (five) business days of the due date and time. Transference of marks is not permiss ible across assessment tasks. It is the student's responsibility to keep a copy of each assessment task that is submitted. Important Notes about Online Submission of Assignment: You are required to upload your assignment to iLearn. The assignment will be subjected to Turnitin . You can have multiple Turnitin submissions until the due date. The final copy supersedes all other earlier ones. The similarity index / originality report will be available to you as a guide, unless of course if your submission is at the last few minutes. Please note that if you resubmit your paper, it will take 24 hours to generate your second originality report. Plagiarism and/or copying others' assignments are risks not worth taking. Students tend to get caught. The penalty could be from reduced marks, zero mark to having to face the Faculty Hearing (Discipline) Committee. None of these would be pleasant to either yourself or the teaching team. You are also reminded to be mindful about sharing your work with your peers . Making your work available to your peers or on social media would make it hard for you to control who has access to your work. Peer reviews / study groups are encouraged. However, each student should complete their individual assignments independently. The Turnitin submission box will mark any late submissions in red. Late submission attracts penalty.
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