The academic essay is rarely employed outside of universities and it is unlikely a future employer will ask for an essay. However, an academic essay has the same structure as a business presentation and is therefore important part of a student’s learning journey.
Title [1 mark]
Try to gain the reader’s attention and encourage them to read on with a creative title.
Abstract [2 marks]
Provide a short summary of the essay, the main themes and reason to read on.
Introduction [3 marks]
Provide some context & background. Perhaps include a definition of marketing, its tasks and objectives.
State the purpose of the essay and introduce the dominant themes. (ie which of the three mega- marketing concepts will you be discussing in addressing the topic statement). Explain the scope or limitations of your paper. The introduction should be concise and avoid any detailed discussion.
(Note the three marketing mega-concepts are: The circle of satisfaction, The buyer decision process and The total product concept.).
Discussion [20 marks] (with appropriate headings and sub-headings)
This should be a logical explanation of the mega- marketing concept(s) chosen and how your chosen mega- marketing concept(s) relate(s) to the topic statement.
In explaining a mega – marketing concept you may find it appropriate to introduce and explain some of the sub- concepts (see the e-text marketing2014 and lecture slides) that are relevant to that mega-concept. Where possible, use practical examples to illustrate the points you make – if they are your own examples rather than those utilised in class all the better.
This may take some thought and analysis.
Whilst in-text referencing is required throughout your work, in this section you will often be in-text referencing the e-text marketing2014 as well as some of the key journal articles beyond the e-text.
Note: as this is a ‘business style’ essay figures tables etc may be included.
Conclusion [4 marks]
This should draw together all the main points you have made in your discussion. It should link your presented information and provide conclusions.
No new material should be introduced here.
References [marks may be deducted for poor referencing]
All references cited in-text in your essay should be listed in full at the end of the assignment in the end text reference list. You should also not have any source material in your end-text reference list which is not included as an in-text reference within the text of the essay.
Remember: Referencing should be in accordance with the ECU Referencing Guide.
Formatting and presentation [marks may be deducted]
Title (16 point bold), Headings (14 point bold), Sub-headings (12 point bold), text (12 point), 1.5 spacing, Arial or Times New Roman font. A4, pages numbered. Word limit +/- 10% OK. Note – the ECU cover page, references, figures, tables and appendices (if any) do not count towards the word limit.