KEY INFORMATION
Due date Refer to the Learning Management System
Weighting 35%
Relevant chapters Chapters 1 to 3
Assessment format Reflection Essay (.doc or .docx)
Length 2,000 words (10% allowable either way, does not include title page, table of
contents, appendix and references)
Specific requirements » Use a minimum of 10 references including chapter content,
academic journals, papers, books sourced from the university library
or other academic resources.
» Use either Times New Roman (12 pt.), Arial (11 pt.), Calibri (11 pt.)
» Set page margins to 2.54 cm
» Double-space text including headings
» Include page number on every page
» Use Harvard Reference Style
LEARNING OUTCOMES
On successful completion of this subject, students will be able to:
a. Critically evaluate and understand the role of marketing and its impact on the wider business and
industry.
b. Analyse drivers behind consumers’ decisions and behaviours.
c. Design and apply frameworks to develop innovative, effective and impactful marketing strategies.
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ASSIGNMENT INSTRUCTIONS
For this assignment, write a reflective essay on a recent purchase you have made in your personal life or
workplace. Using the consumer buying process as a framework, you should examine your experience during
the buying process and the factors that affected your purchase decision
Reflective writing is documenting the thinking process or revisiting a practical situation and reviewing your
experiences through the lenses of the concepts or theories you are studying. In other words, reflective writing
is recounting a particular experience and exploring how you have changed or learned from those experiences.
When reflecting, you begin by recalling a situation and the thoughts and feelings you encountered during the
experience. From there, you explore your beliefs, values, and attitudes that underpin these thoughts and
feelings. Lastly, as you study the subject, identify one or two salient points, concepts, or theories that you can
relate to your situation and discuss your insights.
It is essential to realise that while you are writing your reflection, the story of the incident or event is not the
focus. Instead, you should focus on the insights you gained from re-examining and documenting your reactions
and connecting the salient points, concepts or theories to real-life situations.
When writing your reflective essay, you are not expected to review all the chapters in the subject before
completing this assignment but rather focus on the relevant chapters indicated in the Key Information section
of this brief. Additionally, a reflective essay balances your personal observations, opinions, feelings, beliefs and
conventions of academic writing, such as crafting a thesis statement and using the salient findings, concepts, or
theories to support or further explain your reflection.
Reflection Essay
When writing your reflective essay, we suggest you use the 4Rs Model to Reflective Writing (Moon, 2006; QUT,
2010) to guide the organisational structure.
1. Introduction Paragraph
For your introduction paragraph, you should include the following:
a. A hook is the first sentence that sets the tone for your report. The hook should give the reader
a sense of the topic you are writing about and why it is interesting.
b. Provide either background information regarding the context of your experience, a summary of
any key learnings you gained or introduce any salient points, concepts, or theories you will
highlight in your essay.
c. Thesis Statement – Include a sentence or two that summarises the main idea of your essay
2. Reporting and Responding –Describe your purchasing process
a. Explain the consumer buying process approach you took to purchase the item. You should
explain each stage of the process including need recognition, information search, evaluation of
alternatives, purchase decision, and post-purchase evaluation.
b. In your explanation, include any specific observations, thoughts, or feelings you had during
each process stage.
c. Be sure to support your explanation with any concepts from your readings and cite the
resources you used.
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3. Relating –Relate or connect how specific forces played a part in the decision-making process
a. Compare your selected purchasing process with similar purchasing decisions you have made.
b. How was the experience similar? How was it different?
c. Reference any theories or concepts from your readings to support your explanation.
4. Reasoning –Detail significant factors underlying the purchase decision.
a. Explain how specific factors influenced your purchase decision. Be sure to use specific
examples. What factor(s)influenced your decision? Why did this prompt you to purchase?
b. What other factor(s)would have motivated your purchase or improved your experience?
c. Support your explanations with any theories or concepts from your readings and cite your
resources.
5. Reconstructing –Reconstruct future practice or professional understanding.
a. Based on your reflection, how well did the company market to you and your target market?
b. Provide several marketing strategies or suggestions on how the company may target the
market segment(s) you belong to sometime in the future.
c. Are your suggestions supported by any theories or concepts from your readings? Be sure to
include references to support your ideas.
6. Conclusion Paragraph
a. Restate the main points you made in your reflection analysis.
b. Summarise what you have learned and your suggestions.
SUGGESTED STRUCTURE
Your essay may be structured in any way that best presents your reflection. However, the following structure
can be used as a guide for your essay and subheads.
1. Cover or Title Page
2. Introduction Paragraph
3. Purchasing Process
4. Decision Making Process
5. Significant Purchase Factors
6. Future Practice Recommendations
7. Conclusion Paragraph
8. Reference Page
9. Appendix, if needed
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CONSIDERATIONS
» If you are having trouble with your reflection essay, your academic/instructor should be your first
source for assistance.
» Have I identified and defined the academic concepts related to marketing and communications using
current academic literature?
» Have I demonstrated the ability to apply and integrate relevant salient points, concepts or theories in
my discussion?
» Have I provided sufficient evidence and examples to support my reasoning?
» Have I demonstrated an understanding of the relevance of the chosen concepts to the overall concept
of marketing and communications?
» Have you included all the required elements for your reflection?
» Have you used a wide variety of sources? Consider using both academic and industry sources.
» Does your assignment flow logically and sequentially?
» Have you met all specific formatting requirements?
» Does your assignment meet minimum length and reference requirements?

Harvard Referencing Style Examples