Assessment 1: online quiz [20%] Learning objective: To ensure that students read, study, and consider themarketingconcept [e-book] prior to beginning assessments 2 and 3. The online quiz will be...

Assessment 1: online quiz [20%]
Learning objective: To ensure that students read, study, and consider themarketingconcept [e-book] prior to beginning
assessments 2 and 3.
The online quiz will be discussed in more detail in week 2. Students are required to undertake an online quiz [via ECU
Blackboard site]. This quiz will also help prepare students for assessment 2 & 3.
The online quiz will cover material in section 1 and 2 of themarketingconcept [e-book]. No further reading is required. The
quiz will be multiple choice and/or true or false answer format. They will each have 40 questions (worth 1/2 mark each)
students will be allocated 40 minutes to complete the quiz.
Availability: The online Quiz will open on 6th of April at 09:00 and close on the 9th April at 23:59 [penalties apply for late
submissions]. Sometime between the above dates and times, students must access the Assessment 1 heading on
Blackboard. Then enter the Online Quiz. Key points:
• The quiz must be completed in one sitting (once you exit you cannot go back in).
• Students cannot revisit previous questions [no backtracking].
• The quiz has a 40 minute time limit. If the time expires, your selections will be saved automatically
• The quiz will comprise 40 multiple-choice and/ or true or false questions.
• Each question is worth 0.5 of a mark.
• Note that the quiz questions are randomised.
Assessment 2: essay preparation [35%]
Learning Objective: An important task when constructing an academic article is conducting a literature review. The
objective of this assessment is to ensure that students know how to collect and analyse appropriate information and to
organise it for future use.
Scenario: You are a business graduate employed as a marketing practitioner in a progressive international organisation.
The Chief Marketing Officer has recognised your expertise and requested that you research a topic for a future internal
magazine [see assessment 3]. The CMO has suggested that when you research the topic you should focus on academic
journals rather than popular media [although a ratio of 6 to 1 would be acceptable].
The CMO will supply you with a Microsoft Excel spread-sheet [via blackboard] to enable the collection and organisation of
data [there is a reason for this and it will become apparent as you progress]. Your task is to investigate a topic [see
below], to explore relevant references as they emerge. Within the spread-sheet you must record key themes, key words,
and establish a hierarchy of importance. Each row within the spread-sheet must be limited to one key theme, therefore, it
would be usual for each article to span more than one theme and have multiple rows. Each row should have the article
authors’ names to enable sorting of the themes [this will be explained visually].
At all times you must relate/link your literature review to the unit learning.
The CMO strongly emphasised the importance of appropriate referencing conventions. You are restricted to two quotes in
the internal magazine, therefore, CMO has emphasised that you record your findings in your own words. However, as
quotes must have page numbers these need to be recorded during the literature review.
When your literature review is completed you will undertake a two-page research proposal.
Within the proposal you will:
School of Business and Law
FBL5020: Marketing Leadership 5
• State the research problem
• Outline the key themes within the literature
• Express the future significance/contribution of your research
• Detail the theory which will be the foundations of your future article