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2021 Semester Two

MARKETING 301 FINAL

Assessment SECTION A (25 Marks in total)

Answer One short essay question

Maximum of 750 words for this question (all inclusive)

During the semester, we covered five core drivers (1. Functional motivation 2.

Emotional motivation 3. Self-oriented motivation 4. Social motivation and 5.

Relational motivation) of brand consumption in a social media community (week 5) and the topic of creating value (Week 6).

(Week 5 Reading) Davis, R., Piven, I., & Breazeale, M. (2014). Conceptualizing the brand in social media community: The five sources model. Journal of Retailing and consumer services, 21(4), 468-481.

(Week 6 Reading) Jacobides, M. G., & MacDuffie, J. P. (2013). How to drive value your way. Harvard Business Review, 91(7), 92-10

Briefly explain how your chosen company can create value by utilising the three out of five core drivers of brand consumption while designing social media marketing strategies.

If your group did not design social media marketing strategies, explain how social media could have helped consumers build two-way interactions with your case company’s brand (choose three out of five core drivers of brand consumption).

Ensure you provide some examples from your case company to illustrate your answer.

SECTION B (15 Marks)

Compulsory Reflective Essay

Maximum 500 words (all inclusive) Question 2

The course outline for MKTG301 lists a number of course-level learning outcomes. One of these learning outcomes is: Draw conclusions and make informed decisions based upon the types of internal and external data that are used within real-world   companies to support executive-level strategic decision making.

Reflect on your team assignment experiences from the perspective of this learning outcome and explain how The TOWS matrix could have benefited your strategic decision making. As part of this discussion link to the reading: The TOWS Matric—a tool for situational analysis.

Weihrich, H. (1982). The TOWS matrix—A tool for situational analysis. Long range planning, 15(2), 54-66.