MKTG7030 Assessment Task 02 v1

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MKTG Assessment Task 02 v1

Assessment Task 2: Project Mid Point Review

Worth: 30%

Type: Individual submissions

Words: 2000 words excluding reference lists/bibliography

Submission: Wattle via Turnitin

Feeback: In text comments and onscreen responses in Turnitin.

Content Coverage: Weeks 1 to 9 inclusive of textbook chapters, personal experiences, the results of your self service internship, seminar information, any and all Wattle content through to Week 9, and your own independent research.

Overview

Welcome to the assessment guide. This is a task in two parts. One backwards facing review, one forwards facing decision set, and one (maybe two) appendix in support. You have been working on your project, either in a team, or as an individual, or as an individual in a team, and in this paper, you’re going to combine practice with theory.

Part 1: Benchmarking Plans against Reality (10%)

References are not required for Part 1. Original work is required, because this is your appraisal of your project, and your performance within that project and any variance between plan and implementation as you have experienced it. You need to present evidence from your project’s own metrics to answer the questions. Appendix 1 and Appendix 2 connect to Part 1

This is a mid-way checkpoint. Based on your personal experience of your project, and the progression of this project to the goals, address the following questions:

· Briefly outline your project (what it is, what it does, what platform it is one, and who is the main audience for the value offer).

· Address how well are you progressing towards meeting your goals as set out in Assessment 1? Use Appendix 1 to provide the evidence of your progression towards these planned goals based on the metrics of your project.

· Where are the variances between what you expected and what has happened?

o This includes being in ahead of targets and/or behind target.

· What explanations can you provide for the difference between the plan (as written) and the reality (as experience)?

· Will you continue as per original specification, or do you need to use this as a pivot moment to change your goals or metrics for the next period of operation? Address the decision here, and any details of the pivot in Appendix 2

o If you have exceeded your original targets, you can pivot to a stretch goal as a revised targets for your project  This enables success to be self-rewarding.

o If a target is now unattainable, you may replace it. This ensures that if a goal was ambitious, and reality less supportive, you can readjust to keep motivated.

At the end of this section, please state if you are continuing with the original plan, or if you need to activate “The Pivot” option. The aim of this section is to get you to review your project progress and see how well it is tracking toward the final goal set.

Appendix 1: Goals versus Metrics (not included in the word count): You set goals with metrics in Assessment, and you’ve experienced the operation of your project, and now you’re going to present a single page summary of the Goals/Objectives, the metrics (actual numbers from your project), and statement of whether that goal is on track, off track, or unattainable.

Appendix 2: The Pivot (if required) (not included in the word count)
For any goal or outcome that is replaced, please provide an alternative goal to be used for the review in Assessment Task 3. This section is here to support your project revision being useful for your third assessment. An unwritten revised goal is not going to be helpful for Assessment 3.

Part 2: Benchmarking Practice against Theory (20%)

For 1200 words, you are going to present an essay to the marker. The topic of your essay is:

“What marketing tools, techniques, models, papers, theories or practices from the academic literature would enable me to continue progressing this project towards a successful completion of my goals?”

Given your experience to date with the project, you are invited to select marketing theory to use for the period between Assessment 2 and Assessment 3 to pursue your project goals.

Explain the marketing concepts, frameworks, ideas and/or theories that you going to implement in your project for the second phase of the project (Assessment 2 to Assessment 3). This essay is an exploration of what marketing theory you would like to try to use in your project, and as such, is a very custom paper that you personally need to write, because you’re explaining what you want to use. That way, in Assessment Task 3, we can ask you to reflect on this experience.

Then, once you’ve explained the theory you’re going to use – go ahead and use it. In Assessment 3, you’ll reflect on, and discuss how, you used this theory to inform your practice.

References are required. We may as well say it – if you don’t use reference to theory, appropriately credited through citation, we’ll just fail you and make you do the paper again until you get it right. A discussion the ideas you want to adapt from the existing literature requires reference to the literature, so if you’re not citing, you’re not doing this right, and if you’re not doing it right, you’re going to redo it until such time as you get it right.

Learning Outcomes

LO3 Integrate marketing knowledge into developing online value offerings and experiences for businesses and consumers.

Requirements: WHY

You’re in the midway review of the project, and your task is to review what’s happened, make any course corrections and changes as required, and then set up for the Assessment 3 review. The selection of marketing theory to implement is to take the readings from being something that’s there, and used in retrospective into something that’s informs future behaviour. This is cocreation of value by putting theory-in-use, rather than theory-in-ownership.

Requirements: HOW

Step 1: Take the results of your project you’ve been undertaking this semester. Compare the results with the goals. Note the variances – over or under, or on track.

Step 2: Document the results of the real-world project against the goals. During this process of exploring and re-examining your project, think about what type of marketing theory, or framework, or idea, would be helpful in the pursuit of the next part of the project.

Step 3: Explore the marketing literature to find something you can use in implementing the next four weeks of your project. Write up the theory, and how it will be used by you in the pursuit of your goals. Use references because you’re about to apply theory/theories to your practice.

Step 4: Make any change to the project goals as required. Document the changes.

Step 5: Ensure the assignment meets the requirements as listed in the overview. Submit on or before deadline.

Step 6: Continue running the project, now with added intentional theory/ideas from the literature.

Step 7: Await feedback.

Referencing Requirement

References are required. Electing not to use reference will be regarded as a deliberate action and treated accordingly under the marks criteria.

Using references means applying the concepts and ideas through the medium of indirect referencing. The whole point of using a reference is that you are building support for your argument from existing secondary sources, and developing a hybrid of your thoughts, your interpretations, and existing work.

To source material for the Assessment Task, you’re going to want to use Google Scholar (https://scholar.google.ca/) or ANU Supersearch.

Referencing Format

APA format is fine.

Grading Criteria for task

This is a sliding scale of expertise – to score the HD, you need to have cleared the requirements of Pass, Credit and Distinction, so if we don’t mention it in HD, and it’s there in the Distinction, it still counts as required.

General Expectations

We are looking for you to succeed in the following key areas.

· written technique: Part 1 is about the reality versus expectations, and the self-appraisal of what is working, what is on track, what is ahead of expectation, and why. Part 2 is about exploring the marketing theory sets to say, “I want to use this one”, explaining what that one is, and how you’re going to make it work for you.

· Use of course content: This covers all weeks of content to the time of submission.

· Use of external resources: You need to engage in your own exploration of the marketing literature (academic articles, books, book chapters) to find a theory to use in your practice. Independent research is required.

· Academic Integrity: Do not copy and paste from the theory. A text match with the theory says you have not thought through how you are going to use this theory in your project. Explain the ideas through your own interpretation, with citation to the use of the idea.

· The AI answer that ChatGPT will generate is the wrong approach to the answer. If you try to AI this, quit the subject, and take the loss now.  The purpose of this task is to give you a self-development moment of appraisal, decision making, and the learn how to put a theory into practice. Don’t take that opportunity away from yourself with an autocorrect generated essay.

Final Notes

Reflect, set up, and then implement. That’s the secret of a midpoint review – it’s a refuel stop on the way to the goals.

Change Log

· Version 1 created.