Scenario: You have been asked to write a short LinkedIn article [750-word BlogPost + images] that explains the Contemporary definition of marketing from the e-book. Specifically, that organisations

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Scenario: You have been asked to write a short LinkedIn article [750-word 

BlogPost + images] that explains the Contemporary definition of marketing 

from the e-book. Specifically, that organisations need to listen to and learn 

from the market, that they produce value by adapting to the market and that at 

times co-producing value with channel partners and customers may be 

required. Students should provide an example or examples to provide context 

to their content. Examples can be either positive [e.g. using an organisation 

that successfully implemented the points covered in the contemporary 

definition of marketing] or negative [e.g. a cautionary tale of an organisation 

that failed to adhere to the points covered in the contemporary definition of 

marketing]. Students should endeavour to capture and maintain a reader’s 

attention through an interesting and well written BlogPost – images are 

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Assessment 1 Instructions and Marking Guide (print from Blackboard) 

Title [3 mark] 

Try to gain the reader’s attention with a compelling/creative title. 

Lead paragraph [2 marks] tell them what you are going to tell themA one or two sentence lead in that sums up your Blog post and encourages the reader to read on. 

Main Body [10 marks] then you tell themBriefly explain the overarching ‘giga-concept’ of this unit ‘the Marketing Concept’. Then explain the Contemporary definition of marketing from the e-book. Specifically, that organisations need to listen to and learn from the market, that they produce value by adapting to the market and that at times co-producing value with channel partners and customers may be required. Students should provide an example or examples to provide context to their content. Examples can be either positive [e.g. using an organisation that successfully implemented the points covered in the contemporary definition of marketing] or negative [e.g. a cautionary tale of an organisation that failed to adhere to the points covered in the contemporary definition of marketing]. Students should demonstrate that they have studied and understand the unit material up to the end of 1:1 Marketing definition chapter of themarketingconcept [e-book]. 

Note- the examples may be a product, an organisation or both [however providing examples is critical].Note- Formal referencing is not required however identifying sources will add to the credibility of your work. They will usually be incorporated into your blog by the inclusion of links. These sources may include credible websites, magazine articles, newspaper articles, YouTube videos, books etc. rather than just academic journal articles or texts. Mostly they will relate to your example. 

Note- The e-book themarketingconcept and the lecture slides should be focus of your initial research and effort- only after fully exploring the relevant material here should you put effort into researching elsewhereNote- Blogs posts are less formal than usual academic work (first person is Ok) however quality writing is still required. You must put your points in your own words- simply ‘cutting & pasting’ will see you caught for plagiarism [academic misconduct]. 

This will all take some research, thought and analysis. 

Assessment 1 Instructions and Marking Guide (print from Blackboard) cont… 

Conclusions [2 marks] tell them what you told themThis should draw together all the main points from the main body. It should link your presented information and provide conclusions and/or final observations for the reader. 

Presentation [3 marks] 

Blog style format (i.e.easy layout to read- eye scannable).Title (very large), Lead-in paragraph (not as large), Headings (a little smaller) Text (11 point font, 1.25 spacing) Font (your choice but easily legible)Images (minimum 1) must be used- more is OK [if necessary credit where you got the image from].Format Word documentCreativity will gain marksNote- in life presentation matters, so ensure your work has been proof read, to pick up minor errors and typos before submission.Note- Look at the video clip on writing a blog post placed on Blackboard to provide overall blogging tips. This is just a starting point. You will need to experiment and play around to try to improve the look and creativity- this is mainly up to you. 

Word Limit [marks may be deducted] 

Word limit 750+/-10% OK Note- images don’t count.Over this limit marks may be deducted; naturally, those noticeably under this will probably gain fewer marks as it is hard to gain marks for what you have not written. 

Overall Grade [out of 20 marks] 

19 

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