School of Business, Law and Entrepreneurship Assessment Task - Assignment 1 MKT10007 Fundamentals of Marketing Semester 1, 2022. Assessment Type Analytical Report Associated Unit Learning Outcomes 1, 2, 4 Group or Individual task Individual Value (%) 20% Due Date Monday 21st March @10:00 AEDT - Enter this date into your Calendar Submission details/form 900 words +/- 10% (= 810 to 990 words) Not included in Word Count are Cover Sheet, Appendices, List of References, tables, charts and words inside PDFs such as the Personas. SWIN BUR NE SWINBURNE UNIVERSITY OF TECHNOLOGY Purpose or Overview · 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. . Further explanations of this Assignment appear in Modules > Weeks 1, 2 and 3. Detailed Assignment instructions 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 needs to include: MKT10007, Semester and Year, Assignment Number, Date of Submission, Your Name 2f1844773146159e3d223161ca80ae31.docx Page 1 of 7
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. O Your task is to capture the opinions of three people regarding their definitions of "marketing", and investigate why they said it. You will then create a profile of each of the people who gave you their definition. 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 points of views (e.g. different age groups, occupations, life situations, etc.). Busteion: Hans Møller, mollers.ck Profile - definition - noun - description of somebody/something that gives useful information . We first build up a detailed profile of our customers and their requirements. . You can update your Facebook profile (= your description of yourself on a social media website). (https://www.oxfordlearnersdictionaries.com/definition/english/profile 1?q=profile, 26/2/21.) *Contents of Profile - you will need to record the following information from the people with whom you converse :- · Age, · Suburb or town and state of residence, · Occupation and education, · 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 (meaning that the reader cannot