Reference no: EM132635301 , Length: 800 words

MPK732 Marketing Management - Deakin Business School

Assessment - Blogs

Learning Outcome 1: Evaluate the key concepts, models and theories upon which the practice of marketing is based: Blogging enables you to reflect on and appraise the "key concepts, models and theories" addressed in MPK732.

Learning Outcome 2: Apply the fundamental principles involved in managing marketing: Blogging requires you to apply the fundamental principles of marketing management to real-world marketing issues, as reported in the mass media and trade press. Thus, blogging enhances your ability to make connections between the principles addressed in MPK732 and the actions of organizations.

Learning Outcome 3: Analyze marketing problems and be capable of applying relevant concepts, models and theories to generate appropriate solutions: Blogging requires you to scan the mass media and trade press to match the concepts, models and theories addressed in the unit to the real-world marketing issue. You can solve problems using previously acquired knowledge.

Learning Outcome 4: Communicate an in-depth understanding of a range of issues, practices, models and phenomena in marketing: Blogging is a communication tool. It enables the building of content to share socially. In doing so, it exposes you to different viewpoints and commentaries on marketing.

Your Brief

A blog (abbreviated from "web log") is a website where people publish short items on a continuing basis (UNSW, 2014). A blog can have one author or many. Authors can embed hyperlinks, images, videos and podcasts in the content of a blog post, and can leave a section at the bottom of each post for readers' comments (UNSW, 2014).

For this assessment task, students (individually) contribute TWO (2) blog posts/entries of 800 words each (excluding Reference List). Blogs outside this word limit range will reduce the assessed grade. Students can choose the topics on which they will blog from the following predetermined topics:

• Blog 1: Blog 1 must relate to the first group of topics on marketing management foundations (Topic 2 - Marketing Strategy and Planning or Topic 3 - Consumer Behavior) applied to this trimester's product category context of personal luxury products and markets (see

Assessment 1 case study LVMH: Is China Still a New Market? and Passport company and country reports. See links to the case study and the Passport company report, on the unit site in the ‘Assessment 1 Resources' via the ‘T2 2020 Assessment Library Help' section).

• Blog 2: Blog 2 must relate to the second group of topics pertaining to marketing mix management (Topic 8 - Integrated Marketing Communications: IMC or Topic 9 - Place/Distribution) applied to this trimester's product category context of personal luxury products and markets (see Assessment 1 case study LVMH: Is China Still a New Market? and Passport company and country reports. See links to the case study and the Passport company report, on the unit site in the ‘Assessment 1 Resources' via the ‘T2 2020 Assessment Library Help' section).

This approach to topic selection is intended to expose you to an integrated application of the unit content to one product category context of personal luxury productsa and markets. (N.B. personal luxury productsa include bags & luggage; jewellery & watches; designer apparel & footwear (ready to wear) and Super personal care products such as perfume.

They do not include alcohol; luxury cars; experiential luxury (hotels); or general beauty and personal care).

Each blog post needs to relate relevant theory from the unit topic to a current marketing issue as reported in industry reports, academic journal articles, the mass media or trade press. For example, if your chosen topic was consumer behavior, then you might blog on personal luxury product portfolio expansion from personal luxury for women to other brands targeted at men, millennials or children. Online shopping and digital environments on the retail landscape are personal luxury products' and brands' next challenge which are relevant to all marketing topic perspectives - consumer behavior, strategy, distribution or IMC - and a current question is whether COVID-19 will be the end of luxury retailing. Digital strategy can be adapted to every single market where the needs of emerging markets are very different from developed markets.

While your Assessment 1 Case Study must focus on at least one LVMH product range or brand for the geographic market of Australia, India or China, your blogs can focus on any companies, brands or markets in the personal luxury product category!

Each individual blog needs to present a narrative that is unique to the group of marketing topics for Blog 1 and Blog 2, but could also feed into your Assessment 1 Case Study Analysis undertaken as a group of two or three members.

The blog should be reflective and evaluative in nature, rather than purely descriptive or an opinion piece. The style of writing is conversational. You are also required to embed at least TWO links to relevant sources (see Note 1 on embedded link blogging conventions, p.6) and at least TWO images in the content of each blog post. You are encouraged to use creative blog post titles and to make your content easily readable with the use of spacing, sub-headings, underlines, highlighting, et cetera.

Harvard referencing style

Attachment:- Marketing Management.rar