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Aligned subject learning outcomes |
SLO1 Understand marketing from a holistic perspective within the organisation.
SLO3 Understand and apply the strategic planning and marketing decision process. SLO4 Critically evaluate and apply marketing principles and theories to selected "real life" organisations and case studies |
Group or individual | Individual |
Weighting | Contributes up to 20% of final grade. Word length: 1500 words maximum, essay format |
Due date | Week 5: Thursday 16/04/2020 (Safe Assign) |
Information:
Goyat, S. (2011). The basis of market segmentation: a critical review of literature. European Journal of Business and Management, 3(9), 45-54. https://pdfs.semanticscholar.org/2253/945370442e02653d0a15297fb080618e6a75.pdf
The literature review highlights relationships, or lack thereof, between resources and helps you identify gaps within the literature. It is designed to find out how much we know about a particular topic according to the research that has been conducted so far.”
https://libguides.jcu.edu.au/litreview
Notes:
You may find sometimes that cases have incomplete information from which to make decisions, or that managers have made decisions based on incomplete information. In this instance, you may need to (a) make some assumptions about why they made these decisions and describe these, or (b) research the company, industry or issue and determine the appropriateness of your assumptions or you may wish to conduct some additional research into the industry or similar type of companies or issues for ideas and trends. Some cases do not focus on one firm or decision maker but may take an industry perspective. In this specific case, take the view of a consultant analysing the issue and consider what organisations may be involved and how you would analyse the situation from their perspectives.
From experience, the most difficult aspect of case analysis for students is the idea of “analysis”. Most students simply repeat what’s in the case in their own words or simply re- arrange the same information. While the latter is definitely desirable and helps students to break up the case into smaller components that can be analysed, analysis takes one further step and that is to explain, using the language of marketing, the implications of this information for the firm and the key decision makers. For many students, case analysis may be new at this stage of the subject. In this assessment academic writing skills are being practised. If you are unsure there are some additional resources on writing styles LearnJCU, there is also assistance available through the Libguides.
Following are some general guidelines on presentation and essay writing. The assessment paper should be in essay format with a title page, short introduction, literature review, case study analysis, conclusion and reference list. Pages should be numbered.
This assessment piece requires you to work individually to research and then present your findings in a formal written document that is well structured and appropriately referenced.
Ensure that observations are adequately justified where required and that APA 7 referencing method is used.
ESSAY CONTENT – EXAMPLE FORMAT
Notes:
Essay Cover Page should look professional, utilise graphics and have:
Introduction
This report aims to provide a brief literature review on the topic of Market Segmentation as defined by ……… as “….”. This is followed by a case study examination of how Market Segmentation Theory can be applied in a case study of …
Case Study Discussion on how the findings from your literature review on Market Segmentation Theory are reflected in the case study example of …. Provide supporting evidence for your assertions.
Given the above literature review findings on Market Segmentation Theory and the related Case Study on …. it can be seen that ….
APA7 with doi addresses where available. List references in alphabetical order.
Briefly put, it can be said that the IoT technology is indeed a very promising prospect of the future, one that not only is exciting but rather immensely required. Upon analysing the trajectory that we humans have chosen to be as our path in the near future (large urban cities), our planet is on the brink of using up all its precious natural resources such
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