MBL605 Marketing and Communications: The Role of Marketing

MBL605 Marketing and Communications: The Role of Marketing

Questions:

1,500 words (10% allowable either way, does not include title page, table of contents, appendix and references) Specific requirements » Use a minimum of 7 references including chapter content,webinars, academic journals, papers, books sourced from the university library or other academic resources along with additional credible sources such as personal contacts, industry and company information, social media, and websites, etc. relevant to the organisation and product or service you choose.
» Use either Times New Roman (12 pt.), Arial (11 pt.), Calibri (11 pt.)
» Set page margins to 2.54 cm
» Double-space text including headings
» Single space reference list
» Include page number on ever
On completion of this unit, students will be able to:
a) Critically evaluate and understand the role of marketing and its impact on the wider business and industry.
b) Analyse drivers behind consumers’ decisions and behaviours.
For this assignment, research and write a reflective essay on a recent purchase you have made in your personal life or for the workplace that you have personally purchased. You should consider the information processingapproach you used for your purchase and the factors that influence your decision to purchase.Reflective writing is documenting the thinking process or revisiting a practical situation and reviewing your experiences through the lenses of the concepts or theories you are studying. In other words, reflective writing is recounting a particular experience and explore how you have changed or learned from those experiences. The subject is you.
When engaging in reflection, you begin by recalling a situation and the thoughts and feelings you encountered during the experience. From there, you explore your beliefs, values, and attitudes that underpin these thoughtsand feelings. Last, identify one or two salient points, concepts, or theories that you can relate to your situation and discuss your insights.It is important to realise that while you are writing your reflection, the story of the incident or event is not the focus. Rather you should focus on the insights you gained from re-examining and documenting your reactions and connecting your real-life situation. to the course concepts or theories.
When writing your reflective essay, you are not expected to review all the chapters in the subject prior to completing this assignment but rather focus on the relevant chapters that are indicated in the Key Information section of this brief. Additionally, a reflective essay consists of a balance between your personal observations,opinions, feelings, and beliefs and conventions of academic writing, such as crafting a thesis statement and usingthe salient findings, concepts, or theories to support or further explain your reflection.
 Reflection Essay Format
When writing your reflective essay, we suggest you use the 4Rs Model to Reflective Writing (Moon, 2006; QUT,
2010) to guide your structure. Consider including the following elements in your essay.
1. Introduction Paragraph
For your introductory paragraph, you should include the following:
a. A hook is the first sentence that sets the tone for your report. The hook should give the reader
a sense of the topic you are writing about and why it is interesting.
b. Provide a summary of any key learnings you gained and introduce any salient points, concepts,or theories you will highlight in your essay.
c. Thesis Statement – Include a sentence or two that summarises the main idea of your essay.
2. Reporting and Responding – Report your experience or explain what issue was involved  Detail in chronological order the information processing approach you took to purchase the item,including need recognition, information search, evaluation of alternatives, purchase, and post-purchase
evaluation:
a. Include your initial thoughts, feelings and perspectives during each stage.
b. Connect any salient points, concepts, or theories you have learned in your chapter content to support or report the process.
3. Relating – Relate or connect your own experience, skills, or knowledge.
a. Discuss how your own beliefs, values, and attitudes influenced your thoughts and feelings Explain how your incident and thoughts and feelings are connected to any salient points,concepts or theories you have been studying.
b. Discuss your current knowledge and skills that are relevant in dealing with the experience. Did you have the skills or knowledge to deal with the issue? What skills or knowledge did you need to develop a business strategy or perform a strategic analysis?
4. Reasoning – Detail significant factors underlying the issue or experience.
a. Address any advantages or shortcomings of the marketing and communications or branding of the product or service you selected.
b. What other knowledge or information would have been helpful to motivate your purchase or improve your experience?
c. Connect any salient points, concepts, or theories you have learned in your chapter content to support your reasoning.
5. Reconstructing – Reconstruct future practice or professional understanding.
a. Reflect on your purchase experience and detail what you have observed and learned. How did the company motivate you to make a final purchase decision?
b. Based on your conclusions, provide some suggestions on how to improve the company’s communications to influence your customer behaviour or purchase decisions in the future.
c. Are your ideas supported by any salient points, concepts or theories? Provide references to support your ideas.
6. Conclusion
a. Restate the main points you made in your reflection analysis.
b. Summarise what you have learned and your suggestions.
 
Your essay may be structured in any way that best presents your reflection. However, the following structure
can be used as a guide for your essay and subheads.
1. Cover Page
2. Introduction
a. Overview of your need and how the product or service satisfied that need.
b. Overview of any theories or concepts you will use for your reflection.
3. Reflective Discussion
a. Report your experience or explain what issue was involved.
b. Relate or connect this experience with business strategy with past experiences, skills, or knowledge.
c. Detail significant factors underlying the issue or experience.
d. Reconstruct future practice or professional understanding.
4. Conclusion
a. Summarise the importance of your reflection.
b. Restate the main points in your reflective analysis.
c. Summarise the lessons learned or changes in your perspective.
5. Reference page (listed in alphabetical order)
6. Appendix, if needed

Upon review of your essay, consider how you have demonstrated reflective thinking. Specifically:
» Have I identified and defined the academic concepts related to marketing and communications using current academic literature?
» Have I demonstrated the ability to apply and integrate relevant salient points, concepts or theories in my discussion?
» Have I provided sufficient evidence and examples to support my reasoning?
» Have I made a connection between marketing and communications and my own professional experience, knowledge and skills?
» Have you included all the required elements for your reflection?
» Have you used a wide variety of sources? Consider using both academic and industry sources.
» Have you met all specific formatting requirements?
» Does your assignment meet minimum length and reference requirements?

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