国际交流学院
MKT389 补作业名单
| Student ID | Last Name | First Name | Username | Current Grade | ||
| 11765977 | He | Jiahao | jhe32 | AA | 0318012109109 | 何嘉豪 |
MKT389 补作业要求
There are many ways in which marketing managers decide on a particular strategy. The first step though is to make sense of the industry, market and business environment in which they operate. The purpose of this assessment task is to familiarise students with the different elements of a “Situation Analysis”. This task must incorporate a variety of strategic tools and appropriate secondary research.
Identify a local Chinese organisation operating at the national level (not internationally or globally, as companies such as Huawei do) and, for this business, and complete the following Situation Analysis tasks, making sure you identify the sources of marketing information for each task:
A) Review the firm’s remote (macro) environment: (approximately 600 words)
B) Review the firm’s near (industry) environment: (approximately 500 words)
C) Review the firms’ internal capabilities: (approximately 500 words)
D) From the perspective of this firm wishing to ensure it creates/co-creates value for society at large as well as value for customers and partners through its future operations, prepare a Problems and Opportunities statement for this firm: (approximately 400 words)
E) Highlight at least three (3) recommendations you would make to this firm for a change of strategy to ensure it is able to create/cocreate and deliver greater value for society at large in the future. (approximately 200 words)
The number of words is a guide only to help you. You may find some sections are slightly over or under these amounts. The remainder of the words will be used for your executive summary, introduction, and conclusion.
Report requirements
• This assignment is to be completed in report format. Include a cover page, table of contents, executive summary, introduction, body paragraphs, conclusion and reference list.
• Develop an overall position and ensure each paragraph contains a specific point that is demonstrated and supported in the paragraph.
• Write in the third person; avoid the use of “I”, “we”, “our” etc.
• Resources and information relating to writing essays can be found at: http://student.csu.edu.au/study/guidesandtips/writing-at-uni
Referencing requirements
• Use at least ten (10) relevant reference sources
• ALL texts must be of academic standard, such as a journal article, textbook, text book chapter or conference paper proceeding. Assess the quality of content in web sources very carefully. In general, website references are unlikely to provide reliable, researched information suitable for this task.
• Do not reference Wikipedia as this is an unreliable source.
• Use in-text citations to identify other people’s ideas and words. These in-text citations must follow the APA (7th ed.) referencing style.
• Quotes must be in quotation marks and the in-text citation must include the page number.
• The assessment task should be your own original work. This assessment task will be put through TurnItIn to identify plagiarism.
Formal and respectful language requirements
• This assessment task must be in professional and formal language. This means there should be no abbreviations or slang.
• Care must be taken to avoid spelling, grammar and punctuation errors.
PLEASE NOTE:
Charles Sturt University expects that the work of its students and staff will uphold the values of academic honesty and integrity. The Guide to Avoiding Plagiarism is located at: http://student.csu.edu.au/study/plagiarism. This is an important resource that will help you understand these values and apply them in practice. You should familiarise yourself with these requirements and ensure that all assessments submitted by you are your own work, have not been submitted elsewhere and comply with the University's requirements for academic integrity.
The University has purchased Turnitin software. This software has two functions, a pre-emptive education function which students may use to check their own work prior to submission, and a plagiarism detection function which academics may use to check the student’s work for improper citation or potential plagiarism. Use by students is optional and is not a prerequisite for submission. You are encouraged to check your work for originality prior to submission. You can register with Turnitin to create a Student Account under the CSU Turnitin Licence at http://www.turnitin.com/login_page.asp. Further information on how to use Turnitin is provided within the Guide to Avoiding Plagiarism: http://student.csu.edu.au/study/plagiarism/checking
Rationale
Subject learning outcomes
This assessment task will assess the following learning outcome/s:
· be able to identify and explain the relationship between strategic marketing planning and organisational strategy.
· be able to explain the concept of market orientation and its relevance to various functions/departments within an organisation.
· be able to apply appropriate tools to analyse and better understand both the external and internal environments of a business.
· be able to devise marketing strategies to achieve organisational objectives using a range of strategic assessment tools and informational resources.
This assessment task allows students to develop their professional writing and communication skills, focusing on writing and supporting arguments in a professional manner. This task provides an opportunity for students to evaluate sources of information, synthesise ideas gained from academic texts and incorporate reference material in an appropriate manner.
Graduate learning outcomes
This task also contributes to the assessment of the following Charles Sturt Graduate Learning Outcome/s:
· Academic Literacy and Numeracy (Knowledge) - Charles Sturt Graduates understand the use and structure of appropriate language in written, oral, visual, mathematical, and multi-modal communication.
· Information and Research Literacies (Knowledge) - Charles Sturt Graduates demonstrate that disciplinary knowledge is developed through research and evidence.
· Information and Research Literacies (Skill) - Charles Sturt Graduates demonstrate the skills required to locate, access and critically evaluate existing information and data.
· Professional Practice (Knowledge) - Charles Sturt Graduates possess the knowledge and understanding of the discipline and the nature of professionalism required for the given profession or discipline in contemporary societies.
Criterion and weighting |
Pass (50%-100%) |
FL (0-49%) |
Depth of understanding of theoretical perspectives of concepts; use of references to support the argument (10 marks) |
Discussion shows comprehensive knowledge and understanding of relevant concepts and theories needed for critical analyses. There is clear evidence of depth in critical thought, with extensive use of quality information sources. |
Discussion does not attempt to apply relevant concepts and theories. Almost no critical analysis is evident. |
Application of the theories and models in the case study (10 marks) |
The application of the theories and models in the case shows unique evidence of depth in critical thought. Insightful application is evident. |
The application of the theories and models in the case shows almost no evidence of depth in critical thought. Almost no application is evident. |
Organisation, structure, and presentation (5 marks) |
Presentation of the paper is outstanding and very appealing to the audience. Ideas are arranged in a logical, structure, and coherent manner. Quality of writing is at a very high standard with no editing and proofreading issues. |
Presentation of the paper is not appealing to the audience. There is little, if any, coherent structure to the document. Too many editing and proofreading issues. Quality of writing is at a very poor standard. |
Evidence of reading and APA7 referencing style convention followed (5 marks) |
An extensive range of relevant literature (beyond 6 current sources) has been used. APA7 referencing conventions in both in- text referencing and reference list have been used accurately and consistently. |
Literature from less than 6 sources, which are not credible or relevant, and are tenuously related to the topic have been referred to. Adherence to APA7 referencing conventions in both in-text referencing and the reference list is minimal or non-existent. |
