MKT510 201590 Additional Assessment
Due Date: 5pm, Friday 8 April
Instructions: email your completed essay to Write a 1500 word essay on the following topic.
Social media has been described as the new hybrid element of the promotion mix. When considering marketing and consumption communities and communication within groups, what role might social media play in developing the promotion element of the marketing strategy, and does the use of social media strengthen the influence of opinion leaders? Use examples to support your answer.
Additional Assessment Guidelines
Use essay format to answer this question
- Ensure that you draw sufficiently on theoretical concepts of consumer behaviour in your discussion.
- The word count for the assessment is 1500 words and will be strictly enforced. Marks will be deducted for assessments that are more than 10% over or under the required word count.
- As this is an academic piece of work you must reference (cite) the sources you have used. This should be done within the essay and a reference list should be included at the end of your essay/report (place before any appendices if applicable). Your in-text citations and reference list are not included in the 1500 words.
- Information on essay writing, referencing and other resources to assist you in this assessment and future assessment tasks can be found in the How To Student Resources folder on Interact 2.
Criteria HD: 100% - 85% DI: 84% - 75% CR: 74% - 65% PS: 64% - 50% FL: 49% - 0% Max
Grade
Understanding of relevant consumer behaviour theories Comprehensive/detailed knowledge of topic with areas of specialisation in depth and awareness of the ideas/contexts/frameworks Reasonable knowledge of topic and an awareness of a variety of
ideas/contexts/frameworks Has given a factual and/or conceptual knowledge base and
appropriate terminology Evidence of limited knowledge of topic and some use of appropriate terminology Lacks evidence of knowledge relevant to the topic and/or significantly misuses terminology
6
Application of consumer theories to
the question Applies all appropriate consumer theories to question. Selects some appropriate theories to question Recognises defined context and uses standard techniques for that context Context acknowledged but not really taken into account Context not recognised as relevant
6
Consumer behaviour implications for the promotion strategy of the organisation Consistently demonstrates application of critical analysis well integrated in the text Clear application of theory through critical
analysis/critical thought of the topic area Demonstrates application of theory through critical analysis of the topic area. Some evidence of critical thought/critical analysis and rationale for work Lacks critical thought /analysis / reference to theory
6
Quality of examples Uses all available data and examples to evaluate the options. Clear criteria are applied to demonstrate reasons for concluding social media does/does not strengthen the influence of opinion leaders Uses data and examples to evaluate options to demonstrate reasons for concluding social media does/does not strengthen the influence of opinion leaders
Uses some data and some examples demonstrate reasons for concluding social media does/does not strengthen the influence of Some explanation of ho w the conclusion of social media does/does not strengthen the influence of opinion leaders. Little or no explanation of how the conclusion of social media does/does not strengthen the influence of opinion leaders.
6
References Referencing is consistently accurate Referencing is mainly accurate opinion leadersReferencing is mainly
accurate Some attempt at referencing Referencing is absent/ unsystematic
4
Presentation Shows a polished and imaginative approach to the topic Carefully and logically organised Shows organisation and coherence Shows some attempt to
organise in a logical
manner Disorganised/incoherent
2