1000 words; not including references
1000 words; not including references
Referencing
Through essays, you develop your understanding of discipline-specific content, strengthen your critical thinking, and develop your ability to translate that thinking into a persuasive written form.
You will submit a discussion paper of 1000 words (+/- 10%) evaluating how a company creates value for their customers, for the company and for society at large.
In your essay, you must:
·Select one of the follwing three companies:
1.Lyka: https://lyka.com.au/
2.Honey Insurance https://www.honeyinsurance.com/
3.What Ability https://whatability.com.au/
·Consult and reference a minimum of 4 academic sources and 2 non-academic sources. Note: If your essay does NOT meet this requirement then a ZERO grade will be awarded.
·Follow the checklist below carefully for detailed instructions.
STEP 1: TASK UNDERSTANDING
·Read the Instructions and Checklist carefully
·Read the Marking Rubric
oThis will be used to assess your individual essay. Students are strongly advised to consult the marking criteria before writing the essay.
·Analyse the essay question, i.e. content, term, and directive terms
STEP 2: SELECT COMPANY
·Choose a company from the list that you are most interested in.
STEP 3: TOPIC RESEARCH
·Read the Library Search Tips guide in Cadmus Manual
·Identify a minimum of 4 academic sources
oOne of these can be the prescribed textbook for this course
oOther academic sources are research-based books and journal articles written by scholars (i.e., Professors at Universities and PhDs) that you access through the library.
·Identify a minimum of 2 non-academic sources relevant to your selected company
·Survey, skim, and scan to find the relevant parts of your sources
STEP 3: CRITICAL READING
·As you read each resource, jot down notes using this framework:
oThe author’s purpose: why has the author written the material? Are these purposes explicitly stated? Are these implicitly stated?
oThe author’s approach: what are the author’s underlying assumptions? Are these explicitly stated? Is there any proof of bias?
oContent: what is the author’s thesis? How do they develop the thesis? What evidence, examples, or explanations are used?
STEP 4: ESSAY PLAN
The basic structure of a good research essay consists of a clear introduction, followed by the main body of analysis and research and finishes with a conclusion which summarises the key points.
·Plan your essay using this structure:
·Introduction (approx. 10% of word count)
oBrief background of organisation, explaining how the company is creating customer value and why value creation is important to the company.
oThesis statement. It is essential that you state your argument or point of view clearly and directly in the introduction. Do not leave this until the conclusion.
oProvide a roadmap. You must tell the reader what you are doing and in what order in subsequent paragraphs of the essay.
oScope. If relevant: narrow down your essay’s focus by outlining what you won’t be covering in your analysis. This helps to manage your marker’s expectations.
· Body:
One of the hallmarks of a good essay is that it demonstrates clarity of thought. You need to identify different value-related issues and discuss them in a logical manner, organise materials into a coherent structure for the essay, and show that you can make important distinctions and offer relevant insights.
Hence, this section of the essay must be organised clearly and logically so that your argument is developed step by step.
·The main body must use concise paragraphing that demonstrates:
oConcept exploration: Clear identification, definition and explanation of value creation marketing concept using scholarly research. Accurate application of relevant company specific example.
oApplication and reasoning: analysis and integration of value creation by the chosen company.
oTheory and argument: Application and reasoning should follow logical and relevant arguments. Incorporate critical theoretical ideas, facts.
oImplications: Think along the lines of outcomes. Discuss business, societal, sustainability implications with clear outline of relevant performance outcomes.
·Conclusion: should be a summary rather than a repetition. You need to make it clear to the reader how you have answered the question, without restating the whole essay all over again.
·Reference List: include a list of all references that you cited
STEP 5: WRITE ESSAY
·Building on your plan, write your essay. Things to remember:
oClear writing: use short simple sentences and familiar terms
oObjective writing: be unbiased and unemotional, presenting facts or evidence for your argument
oAccurate writing: present accurate and complete information
·The assignment must be of 1000 word (+/- 10%). Penalty applies for exceeding word count limits (see Subject Guide for penalties). Your word count excludes your in-text citations and reference list.
oPlease make a word count declaration at the beginning of your essay as to the total word count of what you have written (less the above exclusions). For example, “Word count: 1,032 words”
·It is important that you give attention to spelling, grammar, and punctuation to avoid ambiguity and confusion.
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