D ATA B A S E , N E W S , A N D A C A D E M I C H O W T O G U I D E

PRINCIPLES OF
MARKETING

I would like to acknowledge the Wurundjeri People and their Elders past, present, and emerging, and extend
that respect to any First Nations people who are present today. I acknowledge that Aboriginal sovereignty
has not been ceded.
Database, news, and academic
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Database sources
Australia
International
IBISWorld
IBISWorld (cont.)
IBISWorld (cont.)
Passport
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 Passport (cont.)

Use in the
Introduction part
of the report

Use for the Place

element of the
marketing mix
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category
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Scroll down to the

bottom of the
screen
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v
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Use in the
Introduction part
of the report
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data for each
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MarketLine
MarketLine (cont.)

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category
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Statista
News and industry sources
 News

• Look for reputable sources

and reporting
Academic sources
 Academic research

• What could you be looking for?

• Value creation; brand equity

• Segmentation, targeting, positioning

• Consumer behaviour

• Marketing mix — Product, pricing, promotional, place

elements
Academic sources: How to use Google
Scholar

Go to: https://scholar.google.com.au/

Click here and then

click on Settings
Academic sources: How to use Google
Scholar (cont.)
Click on ‘Library links’ and then enter Melbourne in the
search box, click the magnifying glass, tick the
‘University of Melbourne Library’ box, and click Save
Academic sources: How to use Google
Scholar (cont.)

Go back to the
main page, click
here and then click
on Advanced
search
Academic sources: How to use Google
Scholar (cont.)

To start with…
Academic sources: How to use Google
Scholar (cont.)

Value creation

To start with…
Marketing
Academic sources: How to use Google
Scholar (cont.)

Click here to access

the article, logging in
with your Unimelb user
name and password

Also consider clicking

on the ‘cited by’ link to
see other studies who
have used this article
since it has been
published
Academic sources: How to use Google
Scholar (cont.)

Let the journal article do some of

the work for you!
If you think the author(s) are
including some good citations to
support their claims, look them up
and READ the articles! You can
find these references in the
reference list at the end of the
journal article
Academic sources: How to use Google
Scholar (cont.)

Make sure you actually READ the

articles that the author(s) are
referring to! Do NOT just copy/
paste the citation without actually
reading the article first