Assessment two – academic essay (business style including headings) – 35% [week 9]
marketing 2016 .1 Academic Marketing Essay (business style-includes headings)-
Assessment 2 Instructions and Marking Guide 35 marks
Task in 2000 words address the following essay topic:
The buyer decision process and The total product concept are two of the marketing mega-concepts from the theory section of this unit; select one of these two mega-concepts and explain it.
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. [this is an individual assessment and not a group assessment]
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 may also be appropriate here.
State the purpose of the essay and introduce the dominant themes. Which of the two mega- marketing concepts in the essay topic is being explained [either the The buyer decision process or The total product concept] and which of its sub-concepts you will be focussing on discussing 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 overall explanation of the mega- marketing concept you have chosen [either the The buyer decision process or The total product concept]. Ensure your explanation relates to the chosen mega-concept from this unit. In essence this explanation is of a summary of the mega-concept outlining its workings.
Having provide this brief explanation of your chosen mega-concept it is now appropriate that you introduce and explain some of its sub- concepts (see the e-book The Marketing Concept 2016.1 and lecture slides relevant to your chosen mega-concept)-this needs to be done in some detail. Where possible, use practical examples to illustrate the points you make – if they are your own examples rather than those utilised in class all the better.
This may take some thought and analysis.
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 2016.1 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]
Submission due by [Sunday 1st Mayl] at 5pm via Assessment heading in Blackboard using turnitin.
Marketing2016.1 Additional instructions and hints for Assessment 2 –
Academic Marketing Essay:
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 cover your chosen mega-concept, either The buyer decision process or The total product concept (and some of the related sub- concepts).
4. The e-book –The Marketing Concept and 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 utilise the 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 number is not the only criteria and the references need to be relevant and used appropriately).
6. The first journal articles to explore would be those referred to in the sections of the e-book – The Marketing Concept that 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. The article listed by Heskett et al (1994) on ‘Putting the service- profit chain to work’ is 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’).
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.
How to reference the e-book:
End text reference is:
Fanning, S. M. (2016), The Marketing Concept [Electronic handout]. Available from S. M.
Fanning, School of Business, Edith Cowan University, Joondalup Drive, Joondalup, 6027, WA..
In text: (Fanning, 2016)
Assessment 2 Academic Marketing Essay Submission Information
Due This assignment accounts for 35% of the assessment in this unit.
Date/Week Week 9
Time Sunday 1st May by 5pm.
Place 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 start or the end of your work]. Ensure your student name and student number are included.
By submitting your work for marking you are agreeing to the following Edith Cowan University Regulations
Unfortunately in previous semesters some students in this unit have merely ‘cut & paste’ parts of their work resulting in being reported for academic misconduct.
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 work of another without appropriate acknowledgment. It includes:
• two or more students submitting substantially similar assignments
• students copying from books, journals or the world wide web
• students copying from other students, or staff, with or without their knowledge
• recycling of a student’s own material
• students submitting work written by another person (ghosting)
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 Turnitin will be used in this unit. Turnitin is 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).
Source: Edith Cowan University. (2008). Plagiarism: Academic Tip Sheet. Retrieved from http://www.ecu.edu.au/CLT/tips/docs/plagiarism.pdf