Assignment: Current Marketing Issue Report & Presentation

Current Issues in Marketing

Learning outcome/s and Graduate Attributes

Completing this assignment will help you achieve the following learning outcome/s and ECU Graduate Attributes:

1. Critique the current marketing issue and the academic thinking related to that issue.

2. Present how that current issue is important to marketers.

3. Evaluate the potential implications of the current issue on businesses.

4. Apply theories and practice developed in other units.

5. Other students will gain a good understanding of the issue

6. Ability to think and respond to questions from your peers.

Critical Analysis

The report is to provide an analysis of why the current marketing issue is relevant to Australian businesses and/or marketers. Therefore students are to research the causes of the issue and the potential implications. A review of the literature on the current marketing issue, i.e. a literature review, is to be conducted. Students will need to read and critically analyse a minimum of six (6) journal articles on the topic (but it is expected that students will consult at least 10-15 articles, not all peer reviewed). It is important that in the review of the literature that you critique the different viewpoints or inconsistencies in the findings by academics. Discussion must include the causes of the issue, the potential implications as well as any possible solutions. Make sure that you consider the research design and methodology of the journal articles you are reviewing, and whether this has any implications for businesses in Australia. In your discussion ensure you outline if the key current marketing issue has implications for current marketing issues, theories and practices. In addition, you are to take a viewpoint on the current marketing issue, and outline this in your report and presentation. Conclude your discussion outlining the key points made in your report and how this impacts on Australian businesses and/or marketers.

Format:

- Typed, size 12 Arial or Times New Roman font, 1.5 line spacing, and pages are numbered.
- Limited to 3000 words.
- The report is proof read before submission, as marks will be deducted for spelling and grammatical errors.
- Details of all the articles and other sources of information (including any images that are copied from the internet) used in the report must conform with the ECU reference guide format (found on the library website).
- The report must incorporate the use of numbered headings and subheadings, which are to be included in the TOC.
- Clarity of the report: ensure the report is well written. It is to be clear, well organised, and professionally presented.
- All submissions are to be submitted through Turnitin to check the originality of the work.

Presentations:

The presentations will take place in the Seminars from Weeks 5 - 7. Students will be nominated a time and date to present. Prior to the scheduled time and date students are submit the report and the presentation powerpoint slides via Turnitin. Those submitted after this time will incur a late penalty. The presentations should demonstrate that you have considered the issue and are presenting the information from your understanding. You do not have to cover everything that is related to the topic in your report. So be selective in your presentation and focus on what you believe are the key points. Note there will be some questions at the end of the presentation to test your depth of insight into the issue, how the issue is affecting the organisation/industry and what you plan to recommend in your application report. These questions are assessable and are intended to allow you to demonstrate your ability to think quickly and how you interact with the audience.

Format:
- This is not a literature review or article summary session (keep this to the report).
- Present an overview of the current marketing issues that will provide students with a good understanding of the topic.
- Discuss whether there is any related marketing theory that applies (i.e. does this issue relate to a wider body of marketing theory or marketing topic?).

School of Business

- Critique whether the existing thinking includes inconsistencies, ignores important issues or is not useful to practicing marketers.
- Present your own position regarding the issue i.e. what is your perspective regarding the issue?
- The time is only 15 minutes (with 5 minutes for in-class discussion). The key assessment items are clarity of content and the ability to communicate your understanding of the current issues.

Assignment Instructions

Write a report to be presented to the marketing manager or CEO of a commercial company which explains the current marketing issue which you believe through its adoption or integration would benefit the company.

Explain the current marketing issue using the research conducted previously (Assignment 1 - BUT DO NOT COPY AND PASTE AS THIS IS PLAGIARISM) as well as examples of its application in a commercial setting (this may require additional research).

Highlight the benefits and possible drawbacks of the current marketing issue and its implications for businesses.

Suggest ways to integrate the current marketing issue into the business's current marketing strategy.