Swinburne Business School Assessment Task - Assignment 1 MKT10007 SWIN BUR * NE SWINBURNE UNIVERSITY OF TECHNOLOGY Fundamentals of Marketing Semester 2, 2021. Assessment Type Analytical Report Associated Unit Learning Outcomes 1, 2, 4 Group or Individual task Individual Value (%) 20% Due Date 22nd August, 23:59 AET Submission details/form 900 words +/- 10% (= 810 to 990 words), excluding cover page and reference list. Purpose · To gain an understanding of the major conceptual and theoretical principles upon which the practice of marketing is based · To develop higher order, critical thinking skills with regards to how key marketing concepts can be used in analysing a range of marketing problems. Overview of Assignment You will produce a Report about 'what is marketing', drawing from a variety of sources to reach your own conclusion. Your Report will be in three main parts: · Definitions of marketing from interviewing three individuals, representing 'public opinion'. · Definitions of marketing from two reputable academic or industry sources. · A synthesis section. · Please also include a Title Page*, Table of Contents and page numbering. * Title Page contents: MKT10007, Semester and Year, Assignment Number, Date of Submission, Your Name MKT10007 2021 S2 Assignment 1.docx Page 1 of 5
Part 1. Public Opinion ("Vox Pop") Fig 1. Definitions can be a matter of perspective Marketing can mean many things to many people. Like the proverbial tale of 'blind men defining an elephant', people often define marketing according to who they are and how it is relevant to them. Your task is to capture the opinions of three people and investigate why they said it. You will then create a profile of who made those opinions. 0 Please hold conversations with three people (friends and family, must be aged 18 or over - no children) with profiles as different from each other as possible, to get as much contrast as possible between the different point of views (e.g. different age groups, occupations, life situations, etc.). Ilketrefon: Hens Mallor, moller.dk Specifically, you will need to record the following information from the people with whom you converse :- • Age, · Suburb or town/State of residence, · Occupation, · Life-stage, and · Major life- goal in the next three years. You will then report these in a way that is informative, appealing to read, and anonymous. It is important to collect information about their characteristics, but it is crucial that you do not report their real names and pictures! For privacy reasons, you must keep a record of the details of the people with whom you converse, but you must create an 'avatar' to anonymize them in your report. Make sure that the fake name and picture represents their characteristics. Below is an example of a profile with a fake name and picture, but you are free to submit in whatever form your best effort and creativity may take. You can use this website to help you > https://app.xtensio.com/try/user-persona- template-and-examples Example of a basic profile: Harold Potts