ASSESSMENT 1: INDIVIDUAL ESSAY

WEIGHTAGE:
20%

DUE DATE:
Week 5, Friday 1st April 4.30pm

OBJECTIVE:
This is an authentic assessment that aims to assist students to have a better understanding
on some Marketing fundamental concepts and how they can be linked to sustainability
concept. This assessment is aligned with the Sustainable Development Goals (SDGs) No.11
(sustainable cities and communities) & No.12 (responsible consumption and production).

TASK:
This is an individual task. You are required to write an essay explaining the fundamental
concepts (as per below). When explaining the concepts, you are also required to apply it to
the brand, Tesla (https://www.tesla.com/) as part of an example.

The fundamental concepts are:

• value to the sustainability
• exchange and relationship
• demonstrate the link between value, exchange and relationship

The essay should be structured with an introduction, body and a conclusion. You are expected
to include a minimum of five references (e.g., online articles, newspaper, magazines, expert
websites such as Bloomberg, CNN and Forbes) and at least three of these should be from
scholarly/academic journals. Wikis and essay websites are not allowed. Please follow the APA
7th referencing style. You may use resources in the Moodle as part of your references but it
will not be counted as part of the 5 sources.

FORMAT:
• Word count: 1000 (+/- 10%) including intext citations but excluding references.
• Insert word count at the front cover
• Insert page number
• Font type: Times New Roman
• Font size: 12-point
• Paragraph: 1.5 spacing
• Justified paragraphs – no limits on the number of paragraphs
• Margin: 2.54 cm all round

PENALTIES FOR LATE LODGEMENT:

• The submission link (read submission guide below) will remained opened after the due
date. Any submissions submitted 7 days past the due date will not be marked.

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 • In the event of late submission, a penalty of 10 per cent of the mark allocated to this
assessment task will be deducted for each day (or part thereof) that the assessment
is late.

EXTENSION & SPECIAL CONSIDERATION:

• Students need to contact the Chief Examiner to request for an extension/special
consideration. Please check your eligibility.
• https://www.monash.edu/exams/changes/special-consideration

ASSESSMENT GUIDELINE:
1. You need to understand the concepts in Lecture 1 and 2
2. Research on https://www.tesla.com
3. This assessment is a hybrid between theory and application. Try to map out the
concepts listed in the task with the given brand. In other words, you need to explain
the concepts theoretically (scholarly/academic journals will come in handy here) and
apply it using https://www.tesla.com. Evaluate these resources and craft your own
message (e.g. integrating different perspectives, putting your own thoughts) to
complete the task.
4. Each paragraph should have a clear point that you would like to discuss. Provide
evidence to support your argument and the relevance to the overall topic/assignment
question and link to the next paragraph.
5. Since this is an individual assessment, there are many ways to write this essay.
Importantly, do analyse the marking rubric.

ASSIGNMENT SUBMISSION:
Step 1: Turnitin Checking (Draft) - multiple submissions
• Threshold level not more than 15% of similarities.
• Upload ONLY the essay and reference list.
• Do submit to Turnitin FEW DAYS before the due date so that you have enough time
to receive your plagiarism result and amend where necessary. Turnitin will take up to
24 hours to generate the plagiarism result for your second and third submissions. The
system takes longer to generate the results when there are hundreds of submissions.
This then affect your assessment submission i.e. late. I strongly urge you all to plan
your schedule accordingly.

Step 2: Final Submission - only one attempt

• Once Turnitin is cleared i.e. not having more than 15% similarities, you may upload
your final copy of your essay in this tab.
• Submit 2 separate files. Only PDF submissions are accepted.
✓ Main file which includes front cover (build your own front cover that includes
student name, ID, tutor’s name, tutorial number and word count), the essay
and reference list (PDF)
✓ Marking rubric (PDF)
• Please make sure you label your list of references as REFERENCES and not any other
words.
• There is no need to upload a Monash assignment coversheet

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• You will need to read and check the plagiarism declaration in Moodle before
submitting
• After all PDFs files have been uploaded, please click the “SUBMIT BUTTON” to
complete the submission process.
• It is your responsibility that the correct file is uploaded because you only have one
attempt to upload the assessment. Any wrong submissions will not be entertained by
your tutors.

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