MPK732 – Marketing Management
T1, 2018
Assessment 2 – Blogging
| DUE DATE AND TIME: PERCENTAGE OF FINAL GRADE: HURDLE DETAILS: |
Will vary depending on selected blog topics 20% (2 x 10%) 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 realworld. 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.
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| 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 on
CloudDeakin 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 TWO (2) blog posts/entries of
approximately 800 words each +/- 10% (excluding Reference List) during the trimester (during
weeks three or four, and nine or ten). Blogs outside this word limit range will reduce the assessed
grade. 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 16 March for the first blog. Please access the
MPK732 Cloud site, click on the “More” tab and then select “Groups”. Then click on “View available
Groups” and select the relevant group from the blog topics as follows:
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• ONE (1) of the blogs needs to relate to the first group of topics on marketing management
foundations (topics two- marketing strategy and plans or three – consumer behavior)
• ONE (1) of the blogs needs to relate to the second group of topics pertaining to marketing
mix management (topics eight – integrated marketing communications or nine –
place/distribution).
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,
subheadings, underlines, highlighting, et cetera.
Getting Started
Familiarize yourself with the unit topics two, three, eight and nine. Select TWO topics (ONE from
each of the two groups of topics identified earlier) 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.) and academic journals
(e.g. see Unit Guide, p.9) 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 three, 2016 and trimester two, 2017
that will give you a good indication of what is expected:
http://ift.tt/2GfBFDL
http://ift.tt/2DIScdS http://ift.tt/2Ge6h8E
http://ift.tt/2DKYZ6N
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http://ift.tt/2Ge6iJK
http://ift.tt/2u98ai2
How to blog
Please see “Blogging technical instructions” and “Submission of blogs to Cloud Dropbox and
WordPress” in the Assessment 2 folder regarding how to create and post your blogs. A video with
a step-by-step guide on how to blog will be available in the Assessment 2: Blogging resources area
by end of Week 1.
Due date and time
Due dates will vary depending on your selected blog topics. Blogs are to be posted every Monday
by 5.00pm AEDT (AEST which is Australian Eastern Daylight Saving Time). For example, if your blog
was on an issue related to marketing strategy and plans (scheduled for week two, week beginning
12 March), then your blog would need to be published on Cloud WordPress and submitted to
Cloud dropbox by Monday 19 March 5.00pm Melbourne (AEDT), 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 | 22 March, 2018 5.00PM AEDT |
| 3 | Consumer behaviour | 29 March, 2018 5.00PM AEDT |
| 8 | Integrated marketing communications | 10 May, 2018 5.00PM AEDT |
| 9 | Place (Distribution) | 17 May, 2018 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 CloudDeakin unit site, you will receive
an email to your Deakin 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.
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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 Chair or Co-ordinator prior to the submission
date, via email to the Unit email address (see email address on unit Cloud home page for unit
team profile members). Extensions are only granted for unexpected and extenuating
circumstances. Work commitments are not considered sufficient reason for late submission of
work.
Certificate for Best Blogger
The teaching team will vote for the best blog post per topic. Based on these votes, ONE best
blogger will be selected and a certificate 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:
http://ift.tt/2DHJwUZ
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. Errors in
the submitted work will reduce the assessed grade.
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
CloudDeakin 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
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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.
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