The Marketing Concepts aim to showcase both theoretical understanding and practical application in marketing practice. Students must carefully comprehend the assignment requirements, thoroughly review relevant chapters in course materials, plan their response, and search for additional references on the topic. When selecting a topic, it is useful to outline the main facets that will be addressed. Although it may not always be feasible, building a set of references through library catalogs, indexes, and abstracts is a recommended step. The bibliographies in textbooks are also helpful. Exploring contents pages, indexes, introductions, and chapter summaries can aid in selecting two or three sources that offer comprehensive coverage of the chosen topic. Skimming through these sources and taking note of significant aspects is crucial.
To reduce the amount of
...required reading, it is advisable to use the Contents and Index pages judiciously. A preliminary reading of the overview should be used to make a rough plan of the major aspects of the topic to be included in your response to the requirements. It is important at this stage to review the assignment requirements to ensure all included aspects are relevant. Take notes using separate paper for each section or 5 x 3 cards. In selecting sources to read, priority should be given to recent works with comprehensive coverage of the unit. When multiple books contain the same information, cite the most recent or most authoritative source, such as a professional journal by an expert in the field, rather than a section from a book intended for general audiences. While studying, record the full details on a “References” sheet and use an abbreviated version on section sheets. Allow enoug
margin on section sheets to take brief note of important points and page numbers for referencing.
While it may be tempting to directly copy a particularly clear or specific comment from a text, it is generally advised for students to avoid doing so. This is because a paper consisting largely of copied passages, whether acknowledged or not, is not considered acceptable. Instead, students should aim to provide their own analysis and comments on the material they have studied. If additional important information comes to light during research, students should incorporate it into their original plan as separate sections. Generally, citing more than one source for the same piece of information is unnecessary. Towards the end of the reading process, sources are typically consulted for confirmation or clarification purposes only. Once note-taking is complete, the original plan should be re-evaluated and expanded if necessary to include relevant sub-sections suggested by readings. Section notes should then be combined based on similarities or relationships, with conflicting points requiring further investigation and resolution. If reaching a resolution is impossible, students should indicate that the issue remains controversial and present their own interpretation based on available evidence.
It is recommended to rewrite collated notes on a new page while keeping the original notes to indicate their sources. Use the collated notes to draft the report or essay. As you use information from your notes, cross it out to avoid duplicate use and padding of the essay or report.
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