代写Workshop & Revision Marketing Leadership

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    代写Workshop & Revision Marketing LeadershipWorkshop & Revision
    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!
    1/07/2016
    5
    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.
    1/07/2016
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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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    7
    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
    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
    8
    Week 6 Part B
    Assessment 2 Workshop and Instructions
    30
    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
    10
    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)
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    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
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    CHAPTER 2 CHAPTER 1 CHAPTER 1 CHAPTER 8
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    CHAPTER 2 CHAPTER 1 CHAPTER 1 CHAPTER 8
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    Marketing mega-concepts and sub -concepts
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    CHAPTER 2 CHAPTER 1 CHAPTER 1 CHAPTER 8
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    CHAPTER 2 CHAPTER 1 CHAPTER 1 CHAPTER 8
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    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