代写Workshop & Revision Marketing Leadership

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Marketing Leadership

Week 6 Revision and

Assessment 2 Workshop and Instructions

FBL Academic Skills Centre

Assignment 2: Marketing Essay

Week 6

FBL Academic Skills Centre

Mt Lawley- Shalini Watson, shalini.watson@ecu.edu.au

Mt Lawley- Jo Ashton, j.ashton@ecu.edu.au

Marketing embedding

FBL Academic Skills Centre

Assignment 2: Marketing Essay

Week 6 workshop

Marketing embedding

Assessment Date (Due) Marks/Wei

ghting

Assessment 1: Online Quiz Week 5 to 6 20%

Assessment 2: Academic Essay

Friday of Mid-

semester break

35%

Assessment 3: Magazine Article

Week 14-

Wed

45%

代写Workshop & Revision Marketing Leadership

FBL Academic Skills Centre

• Analysing (unpacking) the A2 task

instructions

• Where and how to research

• Tips for a D or HD

• Using Turnitin to avoid plagiarism

Today we’ll look at:

FBL Academic Skills Centre

• Statement: The Total Product Concept is made up of the Product

Considerations, the Product Layers and the Product Components

and is one of the three marketing mega-concepts of this unit.

Task:in 2000 words address the following essay topic:

• Explain the Product Layers [including appropriate examples]. Also

provide a summary ofthe Product Components concept, then

select three of its components and explain them using appropriate

examples.

A very broad topic! What theories and ideas from the unit will

you select and explain? What examples can you provide?

A2 Task

FBL Academic Skills Centre

Study the A2 task. In groups of 2-3 discuss:

• How do you think you will plan this essay?

• What are some key search terms you might use to

research?

• From previous assignment feedback, what areas of your

essay writing do you need to work on?

• Can you think of good advice for students wanting to do

well on this assignment?

• What is the difference between paraphrasing and

plagiarism ?

Before we begin

FBL Academic Skills Centre

In 2,000 words …

 You will need to establish

parameters, or limits, to your essay

 What is not counted in the word limit:

 Cover pages

 References

 Appendices

Limitations

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FBL Academic Skills Centre

• The ‘The Total product concept’? Certainly

• You may allude to The Marketing Concept

• However you will mainly be focussing on the

Product Layers and the Product Components. You

will also need consider which three of the six

product components you will select for fuller

explanation.

• See the relevant chapters of the e-book The

Marketing Concept and the slides

What marketing mega-concepts and concepts

could you use?

FBL Academic Skills Centre

• The core product

• The expected product

• The augmented product

• The potential product

Remember good examples will be critical to the

success of your essay

The Product Layers comprise:

FBL Academic Skills Centre

• Goods

• Services

• Ideas

• Experiences

• People

• Places

You need to select which three of these six will get a

fuller explanation

The six product components are:

FBL Academic Skills Centre

• You have some discretion [choice] as to what you

are actually covering in your essay.

• Thus once you have made the appropriate

selections you need to make all this clear in the

thesis statement of your essay.

• This is usually the last sentence of your

introduction

Parameters for what is included- your thesis

statement

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FBL Academic Skills Centre

Once you have made these choices remember it all

needs to be connected back to the topic

‘Explain the Product Layers [including appropriate examples]. Also

provide a summary of the Product Components concept, then select

three of its components and explain them using appropriate

examples’

Then…

FBL Academic Skills Centre

The e-book The Marketing

Concept should be your

starting point

• The ‘ classic’ articles listed on

Blackboard

• The journal articles referenced in

the e-book The Marketing Concept

on blackboard

• Journal of marketing

• Australasian Marketing Journal

• European Journal of Marketing

• Journal of Marketing

Communications

• Journal of Marketing Research

• Journal of Marketing Management

• Journal of Services Marketing

• Journal of Consumer Marketing

• Journal of Consumer Behaviour

• Marketing: The Magazine for

Marketing Professionals

Researching your essay

FBL Academic Skills Centre

Go directly to the journal and search within it

FBL Academic Skills Centre

In-text:

According to East, Grandcolas, Riley, and

Lomax (2012) customers who are happy with

a service but decide to change provider

mostly do so because their new provider is

more competitive.

Don’t forget to reference!

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FBL Academic Skills Centre

End text:

East, R., Grandcolas, U., Riley, F. D., &

Lomax, W. (2012). Reasons for

switching service providers. Australasian

Marketing Journal (AMJ), 20(2), 164-170.

doi:10.1016/j.ausmj.2011.12.001

FBL Academic Skills Centre

Go to http://ecu.au.libguides.com/referencing

For more information on APA referencing

FBL Academic Skills Centre

• PLAN, PLAN, PLAN. Don’t start writing until you know

what you want to say.

• Find a range of academic sources (books and journal

articles) to support your ideas.

• Follow the APA 6 th ed. Referencing format; both in and

end-text references.

• Keep direct quotes to a minimum; paraphrasing

demonstrates greater understanding.

Tips for a D or HD:

FBL Academic Skills Centre

• Use examples to demonstrate a concept; don’t go into

irrelevant details of the example

• Relate an example to a concept and/or vice versa is what

should be made clear and emphasised

• Edit your work. Check your content is relevant, clear

academic English, paragraphing, clear subheadings

• Have someone proofread it for simple errors

Tips for a D or HD cont.

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FBL Academic Skills Centre

Submission Details

Assessment 2 Academic Essay Submission information

Due This assignment accounts for 35% of the assessment in this unit.

Date/Week Friday of Mid-semester break

Time Friday 30 th September by 5pm.

Place Electronically via Turn it in on blackboard - no hardcopies are required

Format

1. Word doc

2. ECU Assignment Cover Sheet must be attached to your assignment [at the

beginning or the end] -ensure your student name and student number are

included.

FBL Academic Skills Centre

Use the A2 Instructions and Marking guide

we this will cover this in detail later

FBL Academic Skills Centre

On blackboard within

 Assessments

 Assessment 2 – marketing essay

 Student manual on turnitin and

grademark.

Has videos and instructions

Using turnitin

FBL Academic Skills Centre

Referenced quotations

Short similar phrases

Insignificant matches

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FBL Academic Skills Centre

Significant matches

FBL Academic Skills Centre

Turnitin test site

on Blackboard

FBL Academic Skills Centre

• Use the turnitin test site on

the left in Blackboard

• Resubmit processing takes

approx 24 hours

Turnitin test site

FBL Academic Skills Centre

Mt Lawley- Shalini Watson,

shalini.watson@ecu.edu.au

Mt Lawley- Jo Ashton,

j.ashton@ecu.edu.au

Questions?

1/07/2016

Week 6 Part B

Assessment 2 Workshop and Instructions

Assessments

Assessment Date (Due) Marks/Wei

ghting

Assessment 1: Online Quiz Week 5 to 6 20%

Assessment 2: Academic Essay

Friday of Mid-

semester

break

35%

Assessment 3: Magazine Article

Week 14-

Wed

45%

Marketing Leadership 2016.2

Assessment 2 Academic Marketing Essay

(business style-includes headings)

35 marks

Statement: The Total Product Concept is made up of the Product Considerations, the

Product Layers and the Product Components and is one of the three marketing mega-

concepts of this unit.

Task: in 2000 words address the following essay topic:

Explain the Product Layers [including appropriate examples]. Also provide a summary of

the Product Components concept, then select three of its components and explain them

usingappropriateexamples.

• The purpose of this assignment is to demonstrate your learning of marketing. Although using an

example is preferable, students are advised to focus on the unit concepts [75%] and focus less on

describing the example [25%].How the unit concepts relate to the example and vice versa is what should

be made clear and emphasised.

• The academic essay is rarely employed outside of universities and it is unlikely a future employer will ask

for an essay. However, an academic essay has the same structure as a business presentation and is

therefore important part of a student’s learning journey.

Assessment 2 Instructions and Marking Guide (print from Blackboard)

Title [1 mark]

Try to gain the reader’s attention and encourage them to read on with a creative title.

Abstract [2 marks]

Provide a short summary of the essay, the main themes and reason to read on.

Introduction [4 marks]

Provide some context & background. Include a definition of marketing and its various objectives. Introducing the marketing concept is also appropriate here. Also

include a definition of the total product.

State the purpose of the essay and introduce the dominant themes. Which of the underlying concepts of the Total Product Concept are being addressed i.e. the

Product Layers and the Product Components and which three components you will be explaining in addressing the topic statement. Explain the scope or

limitations of your paper. The introduction should be concise and avoid any detailed discussion.

Discussion [24 marks] (with appropriate headings and sub-headings)

This should involve a logical explanation of the Product Layers concept from this unit, including appropriate examples.

Next give an overall summary of the Product Components concept from this unit.

Having provided this brief explanation of the Product Components concept it is now appropriate that you introduce and explain three of its components [you select

which three] -this needs to be done in some detail. Where possible, use examples to illustrate the points you have made – if they are your own examples rather

than those utilised in class all the better.

This may take some thought and analysis.

The first places to look as reference sources for the above are the relevant chapters of the e-book The Marketing Concept 2016. and lecture slides relevant to the

concepts.

Whilst in-text referencing is required throughout your work, in this section you will often be in-text referencing the e-book The Marketing Concept 2016 as well as

some of the key journal articles beyond this.

Note: as this is a ‘business style’ essay figures & tables etc may be included.

Conclusions [4 marks]

This should draw together all the main points you have made in your discussion. It should link your presented information and provide conclusions.

No new material should be introduced here.

References [marks may be deducted for poor referencing]

All references cited in-text in your essay should be listed in full at the end of the assignment in the end text reference list. You should also not have any source

material in your end-text reference list which is not included as an in-text reference within the text of the essay. This reference list MUST be included in your

turnitin assessment submission.

Remember: Referencing should be in accordance with the ECU Referencing Guide.

Formatting and presentation [marks may be deducted]

Title (16 point bold), Headings (14 point bold), Sub-headings (12 point bold), text (12 point), 1.5 spacing, Arial or Times New Roman font. A4, Word document,

pages numbered. Word limit +/- 10% OK. Note – the ECU cover page, references, figures, tables and appendices (if any) do not count towards the word limit.

Overall Grade [out of 35 marks]

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Additional instructions and hints for Assessment 2 –

Academic Marketing Essay: (print from blackboard)

1. Ensure you have read the Instructions and Marking Guide before beginning or you will waste time.

2. This essay is to allow you to showcase your learning of marketing – in doing so ensure you

employ and explain the unit language & concepts as well provide examples.

3. You only have 2000 words to explain the Product Layers and summarise the Product Components

concept then select three of its components and explain them. (Hence you need to decide which

three from the product components you will be explaining in more detail i.e. goods, services,

ideas, experiences, people, places).

4. The e-book –The Marketing Conceptand the lecture slides should be focus of your initial research

and effort-only after fully exploring the relevant material here should you put effort into

researching elsewhere.( ie get the topic under control first before searching beyond the e-text).

5. Those seeking higher marks (Distinctions and High Distinctions) need to not only utilisethe e-

book – The Marketing Concept but also research beyond this into various academic journal

articles and texts. The e-book and around 5 other academic references (academic quality texts or

journal articles) would start to raise the standard of depth required for higher grades (of course the

numberis not the only criteria and the referencesneedto be relevant and used appropriately).

Additional instructions and hints for Assessment 2 –

Academic Marketing Essay (cont):

6. The first journal articles to explore would be those referred to in the sections of the e-book

– The Marketing Conceptthat relate to your chosen mega-concept and its sub-concepts.

You can also explore the reference listing for the e-book –The Marketing Concept

included on Blackboard.

7. A list of ‘classic’ articles with actual pdfs of the articles is included on blackboard- some

are essential reading.

8. Direct quotes, though not completely banned, should be minimised (ie very few within

your work) – they should generally be confined to definitions where the specific wording is

important. Paraphrasing is encouraged as this displays greater understanding.

9. Find, select, organise and reference information (it is not acceptable simply to write this

essay ‘off the top of your head’).

Additional instructions and hints for Assessment 2 –

Academic Marketing Essay (cont):

10. Students should demonstrate the quality of their study through quality in-text and end-text

referencing

11. Ensure that your referencing is in accordance with university guidelines.

12. Seek help from learning advisors and if possible attend Assignment Labs. (Note: learning

advisors are there for specific help – they do not provide a proof reading service).

13. Proof read your work before submitting your report (it is good to get a ‘buddy’ to also do this

for you).

14. Try to finish two days early – thus allowing you to fine tune and thereby earn a higher grade.

15. Before submission print out the Ass 2 Instruction and Marking Guide and actually notionally

mark your own work. After this, then make any necessary adjustments this uncovers.

Turnitin: Avoiding Plagiarism.

 As a part of your learning journey, it is critical that you develop high

quality research and writing skills that will add to the repository of

knowledge in your chosen field and enhance your employability.

 Whilst you will be researching previous and current academic and

contemporary information sources, you are required to paraphrase,

analyse, synthesise and appropriately reference this work in order to

provide evidence in your assessments on the subject matter.

 In order that you appropriately develop these skills, the on-line tool

Turnitinwill be used in this unit. Turnitinis an on-line tool that assists

students in the prevention of plagiarism by comparing a submitted

student assignment (i.e. essay, report, brochure, PowerPoint slides etc.)

to an extensive database of published articles and papers, as well as to

all other student assignments that have been submitted to this site.

 “Plagiarism refers to a process of presenting other people‘s work as

your own without attributing it (i.e., referencing) correctly” (ECU, 2008

1/07/2016

Plagiarism is academic misconduct and

will result in failure

A staff member, who has reasonable grounds to believe that a student has committed some form

of academic misconduct, will discuss the matter with the student. If some form of academic

misconduct has been committed then an appropriate penalty will be applied as outlined in Statute

22 and Rule 40 of the ECU Handbook.

Cheating and Plagiarism

Plagiarism can be defined as the practice of presenting, as one’s own, the ideas or

workof another without appropriate acknowledgment. It includes:

 two ormorestudents submitting substantially similar assignments

 students copying from books, journals or the world wide web

 students copying from otherstudents, or staff, with orwithout their knowledge

 recycling of a student’s ownmaterial

 students submitting workwritten byanother person(ghosting)

8 - 38

CHAPTER 2 CHAPTER 1 CHAPTER 1 CHAPTER 8

1 - 38

1 - 38 38

Review wks1-6 (relevant for Ass 2)

Week comm-

encing

Week

Topics/ Activity

In general these are the same as modules / chapters from the

e-book The Marketing Concept

e-book

The Marketing Concept

reading pages

Assessment

25-July 1

Unit Plan- introduction ,GTKY & discussion

Preface, Unit Intro,

Marketing Philosophy

1 to 11

1-Aug 2

Marketing definition

Evolution of marketing

Marketing objectives

12 to 42

8-Aug 3

Marketing theory overview

The buyer decision process

43 to 71

15-Aug 4

The total product concept [overview];

Product considerations

Product layers

72 to 93

22-Aug 5 Product components [goods, services, ideas, experiences, people & places] 94 to 123

Assessment 1: Online Quiz - open Thursday

25 Aug 9am to Monday 29 Aug at 5pm

29-Aug 6

Assessment 2 Workshop

The circle of satisfaction & The metaphor of theatre

124 to 142

5-Sept7

Application [overview]

Positioning: Marketing Strategy

Thinking Strategically [Design Thinking & Blue Ocean Strategy]

143 to 156

12-Sept 8

Thinking Strategically [New Product Development]

Positioning: Marketing research

Positioning: The market planning process

[Marketing Plan & Business Plan]

157 to 172代写Workshop & Revision Marketing Leadership

19-Sept9

Communicating [overview]

Communicating :Internal & channel marketing

173 to 183

26-SeptMID SEMESTER BREAK

Assessment 2 Due: Friday

30 Sept by 5pm via Turnitin

3-Oct10 Assessment 3 Workshop

10-Oct11 Communicating: Customer retention 184 to 191

17-Oct12

Communicating: External marketing

Controlling: CRM

192 to 205

24-Oct13 Entire unit review

Assessment 3 Due: Wednesday 2

November by 5pm via Turnitin

Video Review Wks 1-6 Dr Stephen Fanning

8 - 40

CHAPTER 2 CHAPTER 1 CHAPTER 1 CHAPTER 8

1 - 40

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8 - 41

CHAPTER 2 CHAPTER 1 CHAPTER 1 CHAPTER 8

1 - 41

8 - 42

CHAPTER 2 CHAPTER 1 CHAPTER 1 CHAPTER 8

1 - 42

8 - 44

CHAPTER 2 CHAPTER 1 CHAPTER 1 CHAPTER 8

1 - 44

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8 - 46

CHAPTER 2 CHAPTER 1 CHAPTER 1 CHAPTER 8

1 - 46

Marketing mega-concepts and sub -concepts

8 - 48

CHAPTER 2 CHAPTER 1 CHAPTER 1 CHAPTER 8

1 - 48

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8 - 49

CHAPTER 2 CHAPTER 1 CHAPTER 1 CHAPTER 8

1 - 49

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CHAPTER 2 CHAPTER 1 CHAPTER 1 CHAPTER 8

1 - 50

In assessment 2

Week 6 to do list for Ass2 (marketing leadership)

 Examine all the material in Module 6A Week6 Assess2

Workshop, Instructions & Revision Assessment 2- in

particular print the Ass2 Instructions and Marking Guide

Print and complete My Assessment 2 Decisions Sheet –

these questions are designed to help you get started on

your assignment

代写Workshop & Revision Marketing Leadership