Each student is expected to select a marketing concept/theory (such as 4p’s, STP strategy) that s/he finds most interesting in this course and submit an individual assignment based on it. In this assignment, students are expected to start with a brief introduction about why they find the concept/theory interesting.
Next, they should summarize their learning about this topic from the relevant lectures and seminar activities using suitable real-life examples (choose a real famous company, such as MacDonald’s). Students are also encouraged to look for information from other sources such as library books, articles, and information from newspapers or the Internet. Besides describing the topic with examples, effort should be made to identify some exceptions or counter-intuitive observations that may critically challenge the existing theory/concept.
Last but not least, students should AVOID ‘transplanting’ materials of their group presentation to their individual assignment as this would indicate a lack commitment to this assignment and/or constitute self-plagiarism. As a general practice, the report should include the following essential parts: (1) Introduction/Background; (2) Analysis; (3) Major Recommendations/Conclusions; and (4) References. The following link provides good guidance for how to cite references: http://www.tandf.co.uk/journals/authors/style/reference/tf_APA.pdf