Guided Mini Essay 650 word

Due week 6

You will be required to submit your Mini Essay to Turnitin on the unit iLearn homepage. It is due online Friday 9.00pm AEST of the week 6.

Guided Mini Essay Topic: Do we market to consumers, or do we market with and among consumers? Discuss providing arguments both for and against.

• You are required to write your mini essay topic based on your reading of 3 articles. One of these is mandatory, set and prescribed and detailed below. In addition it is mandatory for you to find and analyse two additional scholarly article of your choice.
• The 1 prescribed and mandatory article is outlined below. It is also available for download at the top of the iLearn unit site, or can be accessed via MQ login to Google Scholar
  • Journal article 1: Hennig-Thurau, T., Hofacker, C.F. and Bloching, B., 2013. Marketing the pinball way: understanding how social media change the generation of value for consumers and companies. Journal of Interactive Marketing, 27(4), pp.237-241.
• You are required to read, critically analyse, synthesise and reference material from your three articles (one prescribed article and two of your own choice) to form your Mini Essay. You must draw from the content of these articles for your Mini Essay. No additional articles are required beyond the mandatory three articles. Approximately 80% of your mini essay should be based on discussion of theoretical aspects of consumer behaviour from the three articles, and approximately 20% should be based on real world practical examples drawn ONLY from content within the three  articles (i.e., not based on opinion, speculation, or personal experience).
• You are required to answer each set question in paragraph form.
• Referencing is mandatory using the Harvard Author date approach.
• Formatting as follows; size 12 times new roman font, 1.5 line spacing, normal margins. Title page should include registered student name, and student ID number along with topic title of submission. Title page is not included in word limit. Word limit 650 words strict. No minimum word limit required, although less words results in less content. Reference list is not included in word limit. In-text references are included in word limit.
• Penalty of 2/15 marks applied if minimum of 1 prescribed article and 2 self-selected articles are not included.
• Penalty of 2/15 marks applied if Harvard author-date referencing is not used correctly (in-text citations, and reference list).
• Word limit of 650 words is strict. Any additional content beyond 650 words will not be read or marked.
• There will be a deduction of 10% of the total available marks made from the total awarded mark for each 24 hour period or part thereof that the submission is late (for example, 25 hours late in submission – 20% penalty). This penalty does not apply for cases in which an application for disruption of studies is made and approved.
• Your mini essay must be submitted online VIA Turnitin for MKTG203: Submit softcopy to the plagiarism detection system ‘Turnitin’ VIA iLearn before the deadline

• Please make sure that you are submitting to the correct dropbox.

  Please note the following:

• Your soft copy must include a title Page with full official student name (last name in CAPITALS), student ID number, tutors name, tutorial day, tutorial time and tutorial room number. It must also include your reference list. Please name your file as follows: Surname_Tutor_Final Mini Essay.doc
• Essay should be formatted as follows; size 12 times new roman font, 1.5 line spacing, regular margins, headings in capitals and bold, sub-headings in upper and lower case and bold italics.
• Essays will be marked electronically via GradeMark on Turnitin using iLearn, annotated with comments from the marker and your grades will be available for viewing on the Grades link via iLearn approximately 2 weeks after submission. An announcement will be made on iLearn when assignments have been marked.

Completion of the weekly written one page exercises set between week 2 and 11 inclusive attracts 2% per tutorial for only five of the tutorials. That is, five of the total 10 set weekly exercises will be sighted for a mark allocation of 2%, and therefore a semester total of 10%. The five weeks in which your work will be sighted for marking will be randomised by your tutor. A typed solution must be prepared prior to class and brought to class in the week in which it is due. Students will be asked to physically show this work to the tutor at the start of the class as evidence of completion. You are required to remain in class for the duration of the class during which time the solution will be collectively discussed. Please see the section in this outlined titled "Unit Schedule" for detail of the weekly exercises due.

Students are required to complete an individual essay during the course.

The essay topic is as follows:

“ The social media generation is demanding. But it's a myth that brands are unable to communicate with them. We've got to work harder to communicate and if there is value in the exchange, they will engage." Discuss this statement from a theoretical perspective and support your discussion using real world examples from the articles that you select.

This is an assessment based on scholarly research (e.g., journal articles (peer reviewed or otherwise), scholarly book chapters, research monographs, research handbooks etc), theory and critical evaluation, analysis and synthesis (not mere description). You must support your answer with a minimum of 6 scholarly articles (can be peer reviewed or otherwise). Your answer should follow the rule of thumb of 80% theory from the scholarly sources you review, and 20% real world example application taken from the scholarly sources you review.

The essays upper word limit is 2,000 words. There is no minimum word limit. The upper word limit is strict. NB. The word limit does not include; title page/cover page, sub-headings, reference list (Note - it does include in-text citations), or the appendix. You may include commentary on brand examples, but these examples must originate from within the specific scholarly articles you have cited in your essay (i.e. not from personal experience, or from popular non scholarly press eg. magazines, newspapers, websites etc).

Notes:

• A minimum of 6 scholarly articles. Penalty of 5/35 marks applied if this criteria is not met.
• Full Harvard author-date referencing is required (in-text citations, and reference list). Penalty 3/35 marks applied if this criteria is not met.

• Excess words beyond the 2, 000 strict word limit will not be read or marked.
• You may use the references from your Guided Mini Essay.
• There will be a deduction of 10% of the total available marks made from the total awarded mark for each 24 hour period or part thereof that the submission is late (for example, 25 hours late in submission – 20% penalty). This penalty does not apply for cases in which an application for disruption of studies is made and approved.
• Your essay must be submitted online VIA Turnitin for MKTG203: Submit softcopy to the plagiarism detection system ‘Turnitin’ VIA iLearn before the deadline

Please make sure that you are submitting to the correct dropbox.

Please note the following:

• Your soft copy must include a title Page with full official student name (last name in CAPITALS), student ID number, tutors name, tutorial day, tutorial time and tutorial room number. It must also include your reference list. Please name your file as follows: Surname_Tutor_Final Essay.doc
• Essay should be formatted as follows; size 12 times new roman font, 1.5 line spacing, regular margins, headings in capitals and bold, sub-headings in upper and lower case and bold italics.
• Essays will be marked electronically via GradeMark on Turnitin using iLearn, annotated with comments from the marker and your grades will be available for viewing on the Grades link via iLearn approximately 2-3 weeks after submission. An announcement will be made on iLearn when assignments have been marked.

This 2.5 hour examination is worth 40% of your course assessment.

The weighting of your final exam is as follows:

4 mini essay Questions

From a choice of 6 questions

Worth 40% of your total assessment

You are expected to clearly demonstrate knowledge from the following sources in your final exam;

• All Chapters from the textbook outlined in the Learning activities schedule,
• The material discussed during lectures
• The material discussed during tutorials
• A general knowledge of the material discussed in your individual essay.
• The exam will be aligned with the content discussed in your lectures and in your tutorials. Your weekly tutorial class discussions will be of benefit in preparing for the exam.