About the Blog

About the Blog

This is a public community blog for students of the unit MPK732 Marketing Management in the Deakin Business School at Deakin University, Melbourne, Australia. The purpose of the blog is to provide an open dialogue and aid in building a community for the exchange of ideas, opinions and attitudes covering topical issues reported in the mass media or trade press related to Marketing Management.

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 CloudDeakin by Friday 22 July. Please access the MPK732 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 module on marketing management strategy and planning (topics two or 10)
  • ONE (1) of the blogs needs to pertain to the second module on marketing management foundations (topics three, four or five)
  • ONE (1) blog will relate to topics six, seven, eight or nine, referring to module three 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.

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:


Learning Outcomes

Blogging is used in MPK732 to assess the following unit learning outcomes (ULOs):

ULO1, 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.

 ULO2, 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 organisations.

 ULO3, Analyse 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.

ULO4: 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.

Blogging is used in MPK732 to assess the following higher-order Deakin graduate learning outcomes (ULOs):

 DGLO1: Discipline-specific knowledge and capabilities: Blogging enables you to reflect on and demonstrate your marketing management knowledge and capabilities.

 DGLO2: Communication: Blogging assists in developing your communication skills. Blogging can be used to showcase your work to others.

 DGLO3: 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 organisations provide weekly blog posts so employers seek this skill.

DGLO4: 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.

Marking Criteria

 A detailed rubric for this assessment task will be provided via CloudDeakin. 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

Getting Started

Familiarise yourself with the unit topics two through 10. Select THREE topics on which to blog promptly, as per the instructions on page one. Sign up for your selected topics on CloudDeakin immediately to avoid the disappointment of missing out on your favoured 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.

How to blog

Please see “blogging access instructions” in the assessment folder regarding how to create and post your blogs. A step-by-step video guide on how to blog is also available from the assessment folder.

Other Information

 Due date and time

Due dates will vary depending on your selected blog topics. Blogs are to be posted every Monday by 11.59pm EST. For example, if your blog was on an issue related to consumer behaviour (scheduled for week three, week beginning 25 July), then your blog would need to be posted on CloudDeakin by Monday 1 August 11.59pm EST, i.e., the Monday following coverage of a given topic. We will post a schedule outlining the due dates in the assignment section of CloudDeakin.

All feedback on your blog posts will be provided via the rubric and returned to you via CloudDeakin.

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. Extensions are only granted for unexpected and extenuating circumstances.

Work commitments are not considered sufficient reason for late submission of work.

Assignments submitted late without an extension being granted will not be marked. These will be held until final grading and may be taken into consideration in a pass/fail situation. Please note that for an assignment to be considered in this manner it must be submitted no more than seven [7] days after the stated due date for submission. Further, if you find yourself in this situation the Faculty of Business and Law policy in these cases is that students need to achieve at least 45% overall for any concessions for your late assessment to be taken into consideration.

 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: http://www.deakin.edu.au/library/teach/direct-linking
  1. 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 generalise about your analysis.
  1. 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.
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