Assessment Title Assessment Task: Report on Employment Relations Marketing Management T1, 2017 Assessment 2 – Blogging DUE DATE AND TIME: Will vary depending on selected blog topics PERCENTAGE OF FINAL GRADE: 100% HURDLE DETAILS: N/A Learning Outcome Details Unit Learning Outcome (ULO) Graduate Learning Outcome (GLO) ULO 1: Evaluate the key concepts, models and theories upon which the practice of marketing is based: Blogging enables you to reflect on and appraise the “key concepts, models and theories” addressed in MPK732. GLO 1: Discipline-specific knowledge and capabilities: Blogging enables you to reflect on and demonstrate your marketing management knowledge and capabilities. ULO 2: Apply the fundamental principles involved in managing marketing: Blogging requires you to apply the fundamental principles of marketing management to real-world marketing issues, as reported in the mass media and trade press. Thus, blogging enhances your ability to make connections between the principles addressed in MPK732 and the actions of organizations. GLO 1: Discipline-specific knowledge and capabilities: Blogging enables you to reflect on and demonstrate your marketing management knowledge and capabilities. ULO 3: Analyze marketing problems and be capable of applying relevant concepts, models and theories to generate appropriate solutions: Blogging requires you to scan the mass media and trade press to match the concepts, models and theories addressed in the unit to the real-world marketing issue. You can solve problems using previously acquired knowledge. GLO 4: Critical thinking: Blogging requires you to critique/evaluate the theory addressed in the unit and to assess its usefulness as it applies in the real- world. You can become a subject matter expert through a process of regular scouring, filtering and posting. Deakin's Bachelor of Commerce and MBA are internationally EPAS accredited. Deakin Business School is accredited by AACSB. ULO 4: Communicate an in-depth understanding of a range of issues, practices, models and phenomena in marketing: Blogging is a communication tool. It enables the building of content to share socially. In doing so, it exposes you to different viewpoints and commentaries on marketing. GLO 2: Communication: Blogging assists in developing your communication skills. Blogging can be used to showcase your work to others. GLO 3: Digital literacy: Blogs are used to teach you how to use this type of interactive media. This assessment task will enable you to build your skills as a blogger. Many organizations provide weekly blog posts so employers seek this skill. Assessment Feedback: Students who submit their work by the due date will receive their marks and feedback by 15 working days after the due date. Marking Criteria A detailed rubric for this assessment task will be provided via Cloud. In summary, the marking criteria will include: • Content knowledge, i.e., demonstrate knowledge of the unit content • Application of theory, i.e., to current, real-world marketing issues • Mechanics, e.g., spelling and grammar, format of blog, use of images • Use of sources Description / Requirements Your Brief A blog (abbreviated from “web log”) is a website where people publish short items on a continuing basis (UNSW, 2014). A blog can have one author or many. Authors can embed hyperlinks, images, videos and podcasts in the content of a blog post, and can leave a section at the bottom of each post for readers’ comments (UNSW, 2014). For this assessment task, students (individually) contribute THREE (3) blog posts/entries of approximately 750 words each during the trimester (during weeks three through 11). Students can choose the topics on which they will blog, however, a quota will apply to each topic, so it is a case of first come, first served. Registration for blog topics will be via Cloud by Friday 17 March. Please access the Cloud site, click on the “more” tab and then click on “groups”. Please then click on “view categories” and select blog topics as follows: • ONE (1) of the blogs needs to relate to the first group of topics on marketing management strategy and planning (topics two or 10) • ONE (1) of the blogs needs to pertain to the second group of topics on marketing management foundations (topics three, four or five) • ONE (1) blog will relate to topics six, seven, eight or nine, referring to the third group of topics on marketing mix management This approach to topic selection is intended to expose you to greater application of the unit content. Each blog post needs to relate relevant theory from the unit topic to a current marketing issue as reported in the mass media or trade press. For example, if your chosen topic was consumer behavior, then you might blog on David Jones’ selection of Australian Football League (AFL) star, Adam Goodes, as its celebrity endorser. The blog should be reflective and evaluative in nature, rather than purely descriptive or an opinion piece. The style of writing is conversational. You are also required to embed at least TWO links to relevant sources and ONE image in the content of each blog post. You are encouraged to use creative blog post titles and to make your content easily readable with the use of spacing, sub- headings, underlines, highlighting, etc. Getting Started Familiarize yourself with the unit topics two through 10. Select THREE topics on which to blog promptly, as per the instructions on page two. Sign up for your selected topics on CloudDeakin immediately to avoid the disappointment of missing out on your favored topics; please remember that a quota will apply to all topics. Keep a look out in the mass media (e.g., Fairfax newspapers, News Limited Publications, ABC radio and television, etc.) and trade press (e.g., B&T, Mumbrella, AdNews, etc.) for relevant marketing issues pertaining to your chosen topics that you will blog on. Collect anything that you think may help to enrich your blog. You can always discard any irrelevant material later. Example Blog Posts Please see the following exemplar blog posts from trimester one, 2016 that will give you a good indication of what is expected: • https://mpk732t12016clustera.wordpress.com/2016/04/02/who-gives-a-crap-a-lot-of-us- apparently-2-2/ • https://mpk732t12016clustera.wordpress.com/2016/04/26/hand-me-a-kleenex-im-going- rollerblading-what-happens-when-a-brand-gets-too-big/ • https://mpk732t12016clusterb.wordpress.com/2016/04/10/could-better-applied- segmentation-targeting-and-positioning-stp-have-saved-dick-smith-electronics/ • https://mpk732t12016clustera.wordpress.com/2016/05/07/you-bought-a- / • https://mpk732t12016clusterb.wordpress.com/2016/05/02/this-means-price-war-coles-vs- woolworths/ Submission Instructions How to blog Please see “blogging access instructions” in the assessment folder by Week 2 regarding how to create and post your blogs. A step-by-step guide on how to blog will be delivered in the first hour of the Week 2 seminar and this will also be in the Echo Recording. Due date and time Due dates will vary depending on your selected blog topics. Blogs are to be posted every Monday by 5.00pm EST. For example, if your blog was on an issue related to marketing strategy and plans (scheduled for week two, week beginning 13 March), then your blog would need to be posted on Cloud by Monday 20 March 5.00pm Melbourne (AEDT which is Australian Eastern Standard Time with daylight saving), i.e., the Monday following coverage of a given topic. A schedule outlining the due dates for each topic is provided below. Module/Topic Blogging assignment topics Due Date 2 Marketing strategy and plans 20 March, 2017 5.00PM AEDT 3 Consumer behavior 27 March, 2017 5.00PM AEDT 4 Segmentation, targeting and positioning 1 April, 2017 5.00PM AEDT 5 Marketing research 10 April, 2017 5.00PM AEDT 6 Product, brand, and new product 20 April, 2017 5.00PM AEDT 7 Pricing considerations and approaches 1 May, 2017 5.00PM AEDT 8 Integrated marketing communications 8 May, 2017 5.00PM AEDT 9 Place (Distribution) 15 May, 2017 5.00PM AEDT 10 Marketing evaluation 19 May, 2017 5.00PM AEDT You must keep a backup copy of every assignment you submit, until the marked assignment has been returned to you. In the unlikely event that one of your assignments is misplaced, you will need to submit your backup copy. Any work you submit may be checked by electronic or other means for the purposes of detecting collusion and/or plagiarism. When you are required to submit an assignment through your unit site, you will receive an email to your email address confirming that it has been submitted. You should check that you can see your assignment in the Submissions view of the Assignment dropbox folder after upload, and check for, and keep, the email receipt for the submission. Extensions Extensions to the date for submission of each of your blogs will be considered only if a written request is submitted and negotiated with the Unit Coordinator. Extensions are only granted for unexpected and extenuating circumstances. Work commitments are not considered sufficient reason for late submission of work. Prize for Best Blog The teaching team will vote for the best blog post per week. Based on these votes, TWO best blog posts will be selected and a prize will be awarded at the end of the trimester. Other notes on written submissions: 1. 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. The information contained via the following link will be helpful in regard to linking to sources, including journal articles: 2. Rewrite 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. 3. Treat your submission the same way you would treat a professional work submission. Get it in on time, at a level of quality that you would be happy to hand to your boss. Notes • Penalties for late submission: The following marking penalties will apply if you submit an assessment task after the due date without an approved extension: 5% will be deducted from available marks for each day up to five days, and work that is submitted more than five days after the due date will not be marked. You will receive 0% for the task. 'Day' means working day for paper submissions and calendar day for electronic submissions. The Unit Chair may refuse to accept a late submission where it is unreasonable or impracticable to assess the task after the due date. • For more information about academic misconduct, special consideration, extensions, and assessment feedback, please refer to the document Your rights and responsibilities as a student in this Unit in the first folder next to the Unit Guide of the Resources area in the unit site. • Building evidence of your experiences, skills and knowledge (Portfolio) - Building a portfolio that evidences your skills, knowledge and experience will provide you with a valuable tool to help you prepare for interviews and to showcase to potential employers. There are a number of tools that you can use to build a portfolio. You are provided with cloud space through OneDrive, or through the Portfolio tool in the Cloud Unit Site, but you can use any storage repository system that you like. Remember that a Portfolio is YOUR tool. You should be able to store your assessment work, reflections, achievements and artefacts in YOUR Portfolio. Once you have completed this assessment piece, add it to your personal Portfolio to use and showcase your learning later, when applying for jobs, or further studies. Curate your work by adding meaningful tags to your artefacts that describe what the artefact represents. .