fictional character gives you the freedom to demonstrate your knowledge of a number of concepts. It is suggested that a product with high customer involvement is chosen, as a product with low customer involvement is unlikely to enable you to fully showcase your learning. This is not a buying story. It is a demonstration of your learning, what this means is that students should focus on the unit material; the fictional consumer and the selected example are a vehicle [a means] to demonstrate learning of the unit material. It is recommended that 20% of your word count will describe the story and 80% of your word count will be devoted to demonstrating your learning of theory. It is recommended that all marketing concepts are defined in the student’s own words. In this assessment, there is a total ban on quotations, even if they are appropriately referenced. Students may elect to include a diagram or diagrams within their assessment. There are two caveats 1] the student must have created the diagram, and, 2] it should only be included if it enhances the reader’s understanding of the marketing concepts. There is no need to in-text reference themarketingconcept e-book – that would be tedious for a reader; however, all other sources should be appropriately referenced [as per the ECU reference guide]. WARNING: It is your responsibility to save and protect your work with regular back-ups. Edith Cowan University School of Business and Law Semester 1 2017 Unit Plan 6 Marketing principles & practices [MKT1600] Students should be aware that assessment 2 and 3 are related. It would be prudent to read assessment 3 prior to starting assessment 2.