Class participation (7% - individual)
You are expected to make thoughtful and constructive contributions to class discussion. You need to come to tutorials and lectures prepared to discuss readings, cases and exercises. The purpose of participation is to give you an opportunity to engage in discussion and share your thoughts; help you articulate and communicate a point of view; and also, in discussing your ideas in class, you will be assisting your fellow classmates to gain a better understanding of a topic areas.
Your regular and punctual attendance at lectures and tutorials is expected in this course. University regulations indicate that if students attend less than 80% of scheduled classes they can be refused final assessment (see Section 10.2, Part B) and requests for special consideration (see Section 11, Part B).
Research participation (3% - individual)
The faculty at the UNSW School of Marketing, in addition to their teaching interests, are actively engaged in pursuing original research interests that push the boundaries of the Marketing discipline. Such research has implications for improved understanding of consumers, management practices, corporate organisation, and social policy directives. The established findings of academic research are the core basis of teaching and knowledge dissemination at the University. Being part of the university culture students are encouraged to explore the research environment at UNSW and experience the process of knowledge generation by participating in faculty administered research projects. These projects will likely relate closely to the topics studied in the course and represent the cutting edge of research in the topic area. Participation in the faculty administered research projects is encouraged, but is not compulsory. Students who choose to participate in a faculty run research project are entitled to 3% credit in the course. Please note that the 3% is part of course assessment, and not a bonus 3% on top of the 100%. To receive the 3% credit students must return a research participation receipt, signed by both the student and the research invigilator, to their tutor in the enrolled tutorial. The receipt acts as a record of a student’s participation in the research project. Students who choose not to participate in a research project earn the 3% credit by doing a piece of assessment, which is the standard requirement in the course. The alternative assignment is to write a summary & critique for one academic article (500 words for the article) related to the course content. Please see lecturer in determining article and topic of review.
Individual Assignment 1 (20%) and 2 (40%): Journal article critiques
You are required to produce two 1,500 word journal article summary reports for Individual Assignment 1 and Individual Assignment 2 (excluding references, 12pt font, double spaced).
Three criteria must be met when selecting the three journal articles:
1. The selected journal articles must demonstrate how digital technologies impact on marketing objectives and practices.
2. The selected articles must relate to the topic that will be randomly assigned to you by the lecturer.
3. You must select the articles from one of the following – Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, and Marketing Science.
Marking criteria include: clear and engaging communication of key insights from the journal article (60% of the marks); level of critical reflection (20% of the marks); and creativity of application and future research (20% of the marks).
Your critique should include:
1) The basic objective and positioning of the research
2) 3-4 main strengths of the paper
3) 2-3 main limitations of the paper
4) Assessment of contribution to the research area and practice
5) 2-3 future research directions
The purpose of the individual assignment 1 and 2 is:
• For us to assess your comprehension and understanding of the course material;
• For you to demonstrate an ability to synthesise and integrate course material;
• To provide an opportunity for you to make links between ideas, theories, frameworks, and practical problems, drawing on material from within and beyond this course;
• To show that you can work independently.
Assignment 1 and 2 should not exceed 1,500 words (12-point font, double spaced).
More details will be presented in Week 1.
4.2.4 Group Project (20% Group Report, 10% Group Presentation)
For the project, students will form groups of five from within their tutorial.
Each team will deliver a group project that uses Tableau to visualise/analyse a complex dataset. The deliverable for this project is an executive dashboard or story point that enables a user to explore the data.
The objectives are to
- demonstrate the power of the viz to reveal new insights
- explain the technical details regarding how the viz was created
- provide three recommendations for improving digital marketing practice based on data analytics and academic research
Students can use one of the many example datasets posted on the course website.
More details will be presented in Week 1.
Group project should not exceed 2,000 words (12-point font, double spaced).