MKT10007

Fundamentals of Marketing

Using theory in Assignments

Prepared by Gordon Campbell

 Assignment 2 MUSTS Swinburne
The role of theory in Assignments
- To provide a framework which marketers can use to
understand the situation, and
- To provide possible solutions and/or
- to provide ways by which the marketer might find a solution.
- When you use theory (with citations) in your Assignments the
theory provides more authority to the Assignment and
demonstrates academic rigour. Your assignment is no
longer solely your “commonsense way of solving the
problem”; it becomes commonsense supported by
authoritative theory. And when you apply the Theory in
your Assignment you demonstrate that you understand
the Theory and how to use it to solve problems or
understand situations.
SCIENCE | TECHNOLOGY | INNOVATION | BUSINESS | DESIGN
 Assignment 2 MUSTS Swinburne
The role of theory in Assignments
- And so, having successfully used theory to understand a
situation/solve a problem in one area you prove that you
can understand/solve a problem in another area. In short,
you prove that you can do a marketing job (in this theory
area at least). E.g. you have proven that you can understand
and make recommendations about the CDMP in your
assignment area (say, phones), so therefore you can do the
same for say, refrigerators.
- The application of theory is what moves an assignment
from the Credit to D and HD grades.
- See the Assignment Rubrics for examples of where to get
higher Grades by demonstrating the Application of Theory.

SCIENCE | TECHNOLOGY | INNOVATION | BUSINESS | DESIGN

Assignment 2 MUSTS Swinburne
How to demonstrate the Application of Theory;

1. State the name of the piece of theory concerned and briefly

describe it.
2. Provide a citation for the theory.
3. Then you describe how you are applying the theory solve
the problem. For example:-
1. Here you name and briefly describe or explain the Theory
- “Step 2 of the CDMP, known as “Information Search”,
requires the potential consumer to search for alternative
products which would satisfy the need the consumer
identified in Step 1 (Lamb et. al. 2016). In our example, the
consumer would commence their search for alternatives by
(insert here the various search methods and sources of
information which you think the consumer might
use………).2. In-Text Reference 3. Here you apply the Theory to
SCIENCE | TECHNOLOGY | INNOVATION | BUSINESS | DESIGN your specific situation
 Swinburne
OR to look at it another way; How to demonstrate the
Application of Theory;
1. Here you name and briefly describe or explain the Theory
Competitors in our Strategic Group should be our key focus.
They use same/similar strategies as ours to target
same/similar customers as ours.
2. In-Text Reference

(Campbell 2017 Lecture 3 citing Hooley et al. 2004).

3. Here you apply the Theory to your specific situation

In our case, the Competitors for our Brand-and-Sub-brand

(Audi) are Mercedes-Benz, Lexus, and BMW. This is because
all four brands are offering luxury sedan cars with very similar
technical specifications and are targeting the same affluent
consumers
SCIENCE | TECHNOLOGY | who are
INNOVATION seeking
| BUSINESS | DESIGNprestige and luxury.
 Swinburne
How to demonstrate the Application of Theory;

And this is how it will look in your Assignment;

Competitors in our Strategic Group should be our key focus.
They use same/similar strategies as ours to target
same/similar customers as ours. (Campbell 2017 Lecture 3
citing Hooley et al. 2004). In our case, the Competitors for
our Brand-and-Sub-brand (Audi) are Mercedes-Benz, Lexus,
and BMW. This is because all four brands are offering luxury
sedan cars with very similar technical specifications and are
targeting the same affluent consumers who are seeking
prestige and luxury.

SCIENCE | TECHNOLOGY | INNOVATION | BUSINESS | DESIGN