MBA704 Marketing, Positioning and Consumers - Marketing Assignment Help

Assignment Task

Learning Outcome Details:
ULO 1: Evaluate the key concepts, models and theories upon which the practice of marketing is based.
ULO 2: Apply the fundamental principles involved in managing marketing from an executive to director perspective to achieve appropriate organisational outcomes.
ULO 3: Analyse marketing problems and be capable of applying relevant concepts, models and theories to generate appropriate solutions.
GLO 1: Discipline-specific knowledge and capabilities.
GLO 2: Communication.
GLO 3: Digital Literacy.
GLO4: Critical thinking.

Communicating the Offer

• Each submission needs to relate relevant theory from the In Essence unit topic to a current marketing issue, campaign or program. Your best approach is to pose a question (whether you write this down or not is up to you), and then seek to answer it.
• So, for example, you might want to understand how the use of hotels for quarantine might impact on the equity of the hotel brand. To approach this, your questions might be:
• Would the use of hotels for quarantine in Australia have a long-term impact on the brand of the hotel? Will people eventually forget about The Holiday Inn Outbreak?
• As you plan out your submission, you should decide the theoretical framework that you will use to analyse the question/s. So, in this case, you might look at theories (and therefore, peer-reviewed research) around brand equity (The Product Offer), associative interference and learning (Buyer Behaviour), and perhaps the ethics of “locking people up” (Marketing in Context).
• The submission should be reflective and evaluative in nature, rather than purely descriptive or an opinion piece.
• This is also not a “How to...” submission, i.e., how to fix something, but an evaluative, analytical piece, that leaves the reader with a sense that they have learned something new.
• The key word is analysis.
• The issue can range from a traditional marketing activity, through to something like a behaviour change program, a critique of a marketing campaign that missed the mark, a historical anomaly that established a marketing practice, or an analysis of why a company might be undertaking a particular product extension.
• We would advise that you don’t analyse a marketing program in your own workplace, as this should be reserved for the In Context Assessment Three.
• The style of writing is sophisticated, conversational and accessible. Extending your knowledge (and the reader's) and becoming adept at communicating complex or sophisticated ideas in an accessible format is an important part of your postgraduate learning. 
• You are also required to embed links to relevant sources and images in the content of your submission. At postgraduate level, you need to become adept at using high quality sources for analysis, and demonstrate selectivity and judgement in determining the importance of readings, theories and sources. Academic papers are useful for understanding the “why” of phenomena, whereas many of the sources we usually use are the “what”, i.e., they describe what happened, but do little to explain why they happened in a sophisticated way.
• When investigating concepts, such as why people might do something, it is always a good idea to think first about what theories/concepts/models will underpin your analysis, and use that as the basis of your submission. 
• There is no minimum or maximum number of links or sources, although we would expect you to cite all materials and that the majority of your sources are peer-reviewed. You are encouraged to use creative titles and to make your content easily readable with the use of spacing, sub-headings, underlines, highlighting, etc.
• Stylistically, your submission should be more The Conversation or Wait, but why, and less The Bolt Report or Radius. Although you want your submission to be conversational and readable, it should also be substantive and supported by theory and evidence. Extending your knowledge (and the reader's) and becoming adept at communicating complex or sophisticated ideas in an accessible format is an important part of postgraduate learning.
• You should also refer to the rubric and the general guide to grading to help you with your thinking about how you will put together your blog.
• Getting Started
• Keep a look out in the mass media (e.g., Fairfax newspapers, News Limited Publications, ABC radio and television, etc.), trade press (e.g., B&T, Mumbrella, AdNews, etc.) and academic journals (e.g. see Unit Guide, p.8) for relevant marketing issues pertaining to your chosen topic. Collect anything that you think may help to enrich your submission. You can always discard any irrelevant material later.
• Some general notes on submissions:
• As per the conventions of blogging, please use the hyperlink function to link at the most appropriate point in your blog the sources that you are using as evidence to substantiate the views expressed. Also include a reference list at the end of your blog and in the Word document. The information contained via the following link will be helpful in regard to linking to sources, including journal articles: http://www.deakin.edu.au/library/teach/direct-linkingRewrite until it is clear and interesting. The first draft never works. Proofread to eliminate obvious errors. Even better, ask someone else to proofread. Correctness and accuracy in spelling, syntax, grammar and punctuation are expected at post-graduate level. Readers will think that small errors are due to a lack of care and generalize about your analysis. Errors in the submitted work will reduce the assessed grade.
• If you are going to be analytical, the majority of your sources should be analytical (e.g., peer-reviewed journals that explore concepts and theories), rather than descriptive (e.g., statistics) or opinion (e.g., newspapers, magazines, reports). The descriptive component should be limited to establishing the context and background of the problem you are going to explore/evaluate/analyse.
• You audience is an informed, interested reader. They have an interest in learning something new. Make it interesting and enlightening. Extend your own knowledge.
• Help your reader. One important aspect of writing, for all audiences, is to give them an idea as early as possible what you are going to try to explain to them. Try to make it easy for the reader to know what you are going to investigate, how you are going to do it, and how they should follow your arguments. Whether you are doing a blog, Vlog or podcast.

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