Assessment two – academic essay (business style including headings) – 35% [week 9]
marketing 2016 .1 Academic Marketing Essay (business style-includes headings)-
Assessment 2 Instructions and Marking Guide 35 marks
Task in 2000 words address the following essay topic:
The buyer decision process and The total product concept are two of the marketing mega-concepts from the theory section of this unit; select one of these two mega-concepts and explain it.
The purpose of this assignment is to demonstrate your learning of marketing. Although using an example is preferable, students are advised to focus on the unit concepts [75%] and focus less on describing the example [25%].
How the unit concepts relate to the example and vice versa is what should be made clear and emphasised.
The academic essay is rarely employed outside of universities and it is unlikely a future employer will ask for an essay. However, an academic essay has the same structure as a business presentation and is therefore important part of a student’s learning journey. [this is an individual assessment and not a group assessment]

Title [1 mark]
Try to gain the reader’s attention and encourage them to read on with a creative title.
Abstract [2 marks]
Provide a short summary of the essay, the main themes and reason to read on.
Introduction [4 marks]
Provide some context & background. Include a definition of marketing and its various objectives. Introducing the marketing concept may also be appropriate here.
State the purpose of the essay and introduce the dominant themes. Which of the two mega- marketing concepts in the essay topic is being explained [either the The buyer decision process or The total product concept] and which of its sub-concepts you will be focussing on discussing in addressing the topic statement. Explain the scope or limitations of your paper. The introduction should be concise and avoid any detailed discussion.

Discussion [24 marks] (with appropriate headings and sub-headings)
This should involve a logical overall explanation of the mega- marketing concept you have chosen [either the The buyer decision process or The total product concept]. Ensure your explanation relates to the chosen mega-concept from this unit. In essence this explanation is of a summary of the mega-concept outlining its workings.
Having provide this brief explanation of your chosen mega-concept it is now appropriate that you introduce and explain some of its sub- concepts (see the e-book The Marketing Concept 2016.1 and lecture slides relevant to your chosen mega-concept)-this needs to be done in some detail. Where possible, use practical examples to illustrate the points you make – if they are your own examples rather than those utilised in class all the better.
This may take some thought and analysis.
Whilst in-text referencing is required throughout your work, in this section you will often be in-text referencing the e-book The Marketing Concept 2016.1 as well as some of the key journal articles beyond this.
Note: as this is a ‘business style’ essay figures & tables etc may be included.
Conclusions [4 marks]
This should draw together all the main points you have made in your discussion. It should link your presented information and provide conclusions.
No new material should be introduced here.
References [marks may be deducted for poor referencing]
All references cited in-text in your essay should be listed in full at the end of the assignment in the end text reference list. You should also not have any source material in your end-text reference list which is not included as an in-text reference within the text of the essay. This reference list MUST be included in your turnitin Assessment submission.
Remember: Referencing should be in accordance with the ECU Referencing Guide.
Formatting and presentation [marks may be deducted]
Title (16 point bold), Headings (14 point bold), Sub-headings (12 point bold), text (12 point), 1.5 spacing, Arial or Times New Roman font. A4, Word document, pages numbered. Word limit +/- 10% OK. Note – the ECU cover page, references, figures, tables and appendices (if any) do not count towards the word limit.
Overall Grade [out of 35 marks]
Submission due by [Sunday 1st Mayl] at 5pm via Assessment heading in Blackboard using turnitin.