Case study: Academic poster

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Marketing Assignment Question

Students are required to produce a visual representation of their learning [e-text sections 1 and 2]. Visual representations of marketing topics are a common feature of academic marketing conferences [e.g.,  Australian New Zealand marketing academic conference- ANZMAC]. Visual representations are also referred to as ‘academic conference posters’ or as ‘academic posters’. Academic posters are generally submitted when a study is in progress. Academic posters have a number of benefits. Creating an academic poster is a learning process. The learning happens as the creator of the academic poster makes sense of a topic and develops a visual representation of their understanding. This process clarifies thinking, assists memory and improves communication. There is an extra benefit; people viewing an academic poster are able to comprehend a lot of information quickly. At academic conferences there is generally the opportunity to discuss the academic posters with the creators; this encounter creates learning for the creator [as they explain their findings to different viewers] and the viewer [who is introduced to another perspective] – we will provide a similar opportunity. WARNING: this is not a ‘Point of Purchase’ poster to promote a product. The page size for the academic poster must be A2 [42cm X 59.4cm]. Page size is important as the page set up needs to be done at the beginning of the assessment. The orientation of your poster may by portrait or landscape. WARNING: posters constructed of multiple materials and multiple sheets of paper are not acceptable. Students are encouraged to discuss the academic poster with Marketing 1600 students from semester 1 & 2 2014, however, keep in mind that the topic and instructions have changed [last semester’s poster emphasised the total product concept].  Students should demonstrate their knowledge of section 1 & 2.This would include the marketing concept [i.e., the giga concept of marketing] and the 3 mega-concepts [the buyer decision process, the total product concept, and the circle of satisfaction]. However, students should ensure that all three time-zones of the buyer are reflected in the poster. To do this, students should select a product and outline the consumers’ journey through the buyer decision process [HINT: do not ignore the circle of satisfaction]. Students should avoid a personal account of buying a product. Therefore, it may not necessarily be a product that a student has purchased. It may be a B2B or B2C product. It may be you place of work. Higher involvement and specialty products are recommended as they provide greater depth. Students are expected to visit an organisation and to research [discuss and document] the buyer decision process with experienced buyers and sellers. Students may select a product of their choice and are encouraged to choose a product of personal interest [for example if you are a musician you may choose the purchase of a guitar]. Please note, mobile phones, tablet computers, & laptops should be avoided. Importantly, the primary objective is to demonstrate knowledge of the unit material not knowledge of a product. Students may create a fictional consumer, one that embodies the characteristics if a “typical consumer”. Examples of past posters [of various grades] will be shown in class week 2 and via blackboard for off-campus students. Please note that this is the 3rd poster assessment in a series and the topic has changed for the last two semesters. Although the poster may ‘tell a story’ it is essential that posters demonstrate the student’s learning of the unit. Therefore, do not undertake an Internet search for material and neglect the material that has been provided. An academic poster is a combination of images and text. Desktop publishing software may be used, however, students have achieved ‘top of class’ results with Microsoft PowerPoint. PowerPoint is a good choice for students who are unfamiliar with other software packages. PowerPoint also has a reduce file size function that will facilitate easier uploading. History suggests that Microsoft Word and Apple Pages should be avoided for this assessment as they are time consuming. Posters will be marked on evidence of the learning; however, as this is a marketing unit, marks will also be awarded for presentation [formatting] and creativity. A marking key will be available on Blackboard. HINT: A poster that is primarily text is unlikely to be a visual representation of learning [this is not an essay]. HINT: Students may include tables to communicate information.  HINT: Students will be rewarded when they include their own images [photographs, diagrams etc.]. HINT: Due the poor quality of internet images students are advised not to copy and paste images from the Internet. HINT: Posters should be to a high ‘academic’ standard.

Marketing Assignment Solution