Marketing Planning and Practice
aman_2910
Week9WebinarReflectiononplanning.pptxMarketing Planning and Practice UMKDQD-15-2 Week 9 Webinar
Presented by
Michelle Jackson/Mike Healey
w/c 19 April 2021
Plan for Today’s Webinar
This webinar will (in combination with the tutorial this week) consider the reflection section of the assessment
Opportunity for any questions arising from the webinar or general questions around the module
Reflection: Some Considerations
The following slides contain some ideas that you may wish to use to help you with the reflection
You should conduct your own reading and research
You decide what you think is important
Component Assessment: Reflection
Learning Outcome
Critically evaluate theory and marketing practices from a business perspective, clearly understanding the links and gaps between scholarship and practice
Marking Criteria
Reflection on marketing planning in practice (15% of total mark)
Approx. 500 words
How might you approach this section?
Constructing the Reflection
The exact structure of the reflection is up to you
An academic critical evaluation of the marketing planning process
c250 words
Benefits of marketing planning (according to the experts)
Limitations/issues of marketing planning (according to the experts)
Constructing the Reflection
Critically reflect on how effectively the marketing planning process works in practice, justifying your assertions.
c250 words
Benefits of marketing planning from your perspective, having written a plan
Limits and issues with marketing planning, from your experience of having written a plan
This webinar will focus on the reflection academically – the tutorial on the practice
Constructing the Reflection
An academic critical evaluation of the marketing planning process
Benefits of marketing planning (according to the experts)
Limitations/issues of marketing planning (according to the experts)
What sources might be needed to help?
Ideas in the chat box
Constructing the Reflection
An academic critical evaluation of the marketing planning process
Benefits of marketing planning (according to the experts)
Limitations/issues of marketing planning (according to the experts)
How might you balance the evaluation between benefits and limitations?
Ideas in the chat box
What is Criticality?
Key skill in academic writing
Involves reading widely
Means to examine from different points of view
Clear, reasoned and will persuade the reader
Analyse – break things down
Synthesise – bring parts together in a coherent way
Evaluate – make judgements, based on sound evidence
What is Criticality?
It’s the answer to - So what?
What is the point/underlying issue/implication?
In what way is it significant?
What can be learnt?
Needs two parts:
Assertion – the idea/course of action presented
Evidence – reasons given to support an idea/action
Arguments usually take the form assertion because evidence, or evidence therefore assertion
What is Criticality?
To do this you will need to:
Identify the author’s purpose and position
Consider and question the evidence presented
Evaluate the writer’s argument, academically this means:
Attempt to persuade
Asserts and provides evidence in support of a particular point of view
Used to advance an opinion or recommend a course of action
What isn’t it Critical?
If an assertion does not contain any supporting evidence, it is an opinion, description, or explanation, rather than an argument.
Your marks will be lower as a result – you must support your ideas and decisions
Evidence must be relevant and reasoned
Descriptive vs Critical/Analytical
Descriptive would just state information or explain something
Critical writing:
Identifies the significance
Weighs information against another
Makes judgements
Argues a case according to evidence
Shows why something is relevant or suitable
Gives reason for the selection of information
Draws conclusions
Words and Phrases to help you…
because…
since…
follows from the fact that…
is established by…
is implied by…
the reason for this is…
and the evidence for this is…
Words and Phrases to help you…
Avoid
All, every
Always
Never
Proves
Instead
Most, many, some
Usually, generally, in most cases, often, so far, haven’t yet
Rarely, in few cases, it is unlikely that
Evidence suggests, indicates, points to, it would appear
Next Week
The penultimate week of the semester (week 10)
Week 10 – there will be a review of marketing in Covid times. Will include how some companies have changed their practices over the last year. Not required for the assignment – just for interest!
Week 11 – there will be no formal teaching for either the webinar or tutorials, these are drop-in sessions. You can attend any sessions during the week.
18
Any Questions?
You can stay with the webinar session if you have questions (audio is preferred but you can use the chat box too).
If not please feel free to leave the session. There will be opportunities to ask questions at the end of every webinar session.
