Format / Layout of Assessment Journal:
Reflective Journal Entries (2)
All of us are consumers and therefore are subject to all forms of marketing practices of organisation. We learn best by observation, analysis and understanding of “marketing in action”.
This assessment requires students to focus on the key learning outcomes from their MKT101A studies and how they apply to real marketing initiatives that are currently occurring.
Note: a marketing initiative is any marketing effort/tactic undertaken by a company that is linked to the Marketing Mix (the 8 P’s)
For this assessment, students are to compile 2 Reflective Journal Entries on two different organisations operating in Australia and two different marketing initiatives, but the initiatives should fall within topics so far covered in MKT101A (Refer to the Course Outline for list of weekly topics up to and including Week 6).
· SUSTAINABILITY AND THE GREEN CONSUMER ASSESSMENT
· BRAND CULTURES, POSITIONING AND PRODUCT CATEGORIES
· SERVICE PRODUCTS AND SERVICE MARKETING
· ETHICAL DEBATES IN MARKETING
As a starting point for this assessment students are to use any of the following industry-based sites to find 2 articles which fit the above criteria
· Marketing Magazine: https://www.marketingmag.com.au/
· Campaign Brief: https://campaignbrief.com/
· Adnews: https://www.adnews.com.au/
· Mumbrella : https://mumbrella.com.au/
The articles and marketing initiatives selected for this assessment should be no more than 2 years old.
Students are to then craft the first Journal Entry to address the following:
1. Marketing Initiative 1: Title of the article
1.1. A Description of the Marketing Initiative Students are to provide a brief description of the marketing initiative described in the article (using visuals were possible) – the who, what when, where, and how
1.2. Relevant Contemporary Marketing Issue Students are to then link the initiative to the respective/appropriate contemporary marketing issue, being sure to explain why it considered to the case
1.3. Advantages and Disadvantages Then students are to reflect on the 2 advantages and 2 disadvantages of the marketing initiative (ie what worked and what did not)
1.4. Reflection on Contemporary Marketing Issue Students are to provide 2 key insights that they acquired through studying this contemporary marketing issue – how topic has assisted in your understanding of marketing principles and practices.
Repeat this format for the second Journal Entry
Layout and Presentation of your document is as important as your content. Your assessment is designed to demonstrate your understanding of a certain topic, so it is important to ensure that the layout does not compromise this.
The format is a report not ESSAY –and this forms part of your grading. Therefore, students are discouraged from writing lengthy verbose sentences displayed in long chunky paragraphs.
Rather students are encouraged to apply formatting mechanisms which reduce wordiness and increase the readability of the content and that are consistent with report writing such as the use of headings and sub-headings aligned with the assessment tasks, tables, and bullet points to present information.
As Marketing is a very visual discipline, it expected that there will be extensive visuals and images from the marketing initiative used to support and provide evidence for claims made. However, make sure that you integrate the images and visuals into your narrative – rather than simply using them as an aesthetic tool. All images should be referenced and appear as a separate listing within the Reference List.
The Reflective Journal must show evidence of a strong investigation where all facts, claims and statements are well supported by evidence from either industry/marketing practice and/or relevant marketing theoretical principles. Therefore, students are to cite a minimum of 4 independent and credible references
You are expected to reference these correctly, both for the in-text references and the reference list.
Readings for the assessment
Please use the learning resources suggested in the subject outline, examples provided in class. Other sources include academic texts, journal articles, trade publications, industry research documents
Unofficial blogs, unauthorised biographies, and sensational content must be excluded from the research. Students are to also avoid using less-credible sources such as Wikipedia, UK Essays, Slideshare, prezi.com and other sites which are student-based content (assessments and/or powerpoint presentations)
The Reference List should be numbered and include a separate section for sources of the visuals/images