The document outlines the structure and requirements for writing an academic essay, emphasizing the importance of a clear introduction, body, and conclusion, as well as the need for a thesis statement. It details the assessment task for students to evaluate their understanding of contemporary marketing issues while noting the importance of proper referencing and adherence to academic standards. Additionally, it stresses consulting with lecturers for clarification on essay requirements and the use of reliable sources.

1. Academic Essay Structure
Adapted from Rao, V, Channock, K & Krishnan, L 2007, A
Visual Guide to Essay Writing, Association for Academic
Language and
Learning (ALL), Sydney.
Introduce the discipline, field, context and the topic
Why is the topic interesting to the discipline?
The “So what?” factor
Discipline or Field of enquiry
Topic
Actual task
What is the underlying question you are being
asked to resolve
Section: Context and theory
Background
Paragraph
Paragraph

2. Draw together your findings
Based on analysis from each section of your essay
Focus
What is the current thinking and debate surrounding your topic?
Outline the problem, define any terms, scope and time and place
(context)
Signpost the structure of your argument
Let the reader know the sequence your essay will take
introduce the sections and issues to follow
State your conclusions
Based on your findings
Outline the implications of your evaluation and conclusions for
the
discipline and the debates surrounding the essay topic
Present your thesis statement
This is where you present your argument and your
answer to the essay question
Section: First issue
Analyse and evaluate
Paragraph
Paragraph
Section: Second issue
Analyse and evaluate

3. Paragraph
Paragraph
Section: Context and theory
Analyse and evaluate
Paragraph
Paragraph
The body of
your essay
contains a
discussion and
exploration of
your thesis.
This is
supported
throughout by
evidence from
the literature
or from
empirical
research
Around 10-
15% of the
overall
essay
length
I
N
T
R
O
D

4. U
C
T
I
O
N
B
O
D
Y
C
O
N
C
L
U
S
I
O
N
Around
80% of the
overall
essay
length
Around 5-
10% of the
overall
essay
length
Paragraph structure

5. A paragraph should have
one key point or idea
and be around 100-200
words long
The opening sentence is
the topic sentence and
introduces the key idea
of the paragraph and
should draw the readers
interest
Supporting sentences
provide evidence and
examples for the idea in
the paragraph
The final sentence is the
linking sentence. It links
to the main idea of the
next paragraph
Essay Structure
Introduction
This section is important as it is what the reader reads first. It
should explain to the reader what your
essay is about. See the Quicktip on paragraph writing.
Body

6. The body of an essay is where your argument is developed. It
should be written in correctly formed
paragraphs. See the Quicktip on paragraph writing.
Conclusion
The conclusion draws your argument together. It is generally a
shorter paragraph than the
Introduction. It should restate the thesis statement, to leave the
reader with your argued position in
their minds.
Topic
The topic is the task or question that has been set for you by
your lecturer. It is always essential that
you address exactly what is asked of you. Marks will not be
given for a response that is not on the set
topic regardless of how well written the assignment is.
Underlying question
In an essay-style task, the lecturer usually wants more than an
appropriate response to the task. The
lecturer would usually expect you to take a position on the
topic. Based on your research, you are
expected to support your position through evidence and
discussion. The position is often called the

7. thesis statement and its development in the body of the essay is
called the argument.
Important Tip
The diagram above (adapted from Rao, Channock, & Krishnan,
2007) is an overview of a conventional
academic essay written without headings. Different disciplines
(e.g., engineering, psychology,
education) and courses may have varying interpretations on the
structure of the essay. Always consult
carefully with the assignment tasks and exemplars provided by
lecturers before you start to write your
essay. When in doubt about the essay requirements you should
ask your lecturer.
Need more help?
The Learning Centre can help you to develop your academic
learning language and maths
skills for success at university. Consultations are available face-
to-face, by phone or via
email.
Web: www.usq.edu.au/learningcentre
Email: [email protected]
Sources

8. Rao, V., Channock, K., & Krishnan, L. (2000). A Visual Guide
to Essay Writing, Association for
Academic Language and Learning (ALL): Sydney.
A copy of A Visual Guide to Essay Writing can be downloaded
for free from:
http://www.latrobe.edu.au/students/learning/allu-
documents/EssayWritingVisualGuide.pdf
http://www.usq.edu.au/learningcentre
mailto:[email protected]
http://www.latrobe.edu.au/students/learning/allu-
documents/EssayWritingVisualGuide.pdf
Assessment 2- essay
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Copyright © 2015 McGraw-Hill Education (Australia) Pty Ltd
Grewal, Levy, Mathews, Harrigan & Bucic Marketing 1e
1
Chapter 1 – Overview of Marketing
Essay (Individual) – 15%
1500 words (+/-10%) correctly referenced. Times New Roman
12pt, Calibri 11pt or Arial 10pt, 1.5 lines spacing, Harvard
(Anglia) references
Purpose
This assignment is served as two purposes :

9. to assess students’ knowledge about contemporary issue of
marketing
as a diagnostic test of the students’ writing and referencing
skills.
Due : Softcopy is to be uploaded to Moodle and Turnitin by
11.59pm Friday Week 6, Sunday 17 December 2017
1-‹#›
Copyright © 2015 McGraw-Hill Education (Australia) Pty Ltd
Grewal, Levy, Mathews, Harrigan & Bucic Marketing 1e
Essay Topic
“Marketers are not doing enough in directing their target
markets toward sustainable consumptions”
1-‹#›
Copyright © 2015 McGraw-Hill Education (Australia) Pty Ltd
Grewal, Levy, Mathews, Harrigan & Bucic Marketing 1e
The students are required to respond to the statement above and
write the responses in an essay format. The points of this
assessment are to test students’ knowledge on contemporary
marketing issues as well as to provide students with an at-risk
assessment.
The aim is to give students an early assessment with feedback to
identify students who are at risk of not achieving a pass in the

10. subject
This assessment will allow lecturer/tutor to work with the
students and provide early feedback which they can take on
board for later assignments. If necessary the student may be
referred to the learning support unit for further help.
1-‹#›
Copyright © 2015 McGraw-Hill Education (Australia) Pty Ltd
Grewal, Levy, Mathews, Harrigan & Bucic Marketing 1e
As the assessment asks for the opinion, the arguments need to
be supported with reliable sources of information. It is expected
that the students will cite at least 4 references. Sources that can
be used, for example, include the textbook and refereed journal
articles.
Please refrain from using internet sources like essay.com.
marketing.com, seminar slides, dictionaries, about.com.
In addition, at KOI copying from a source without proper
acknowledgement is severely penalised as leaving paragraphs
and sentences without a citation.
1-‹#›
Copyright © 2015 McGraw-Hill Education (Australia) Pty Ltd
Grewal, Levy, Mathews, Harrigan & Bucic Marketing 1e
Although the key aims of this task is for lecturers/tutors to see
the strengths and possible areas of improvement with the
students’ academic writing, the students should strive to write
in as clear a manner as possible, using well-constructed
paragraphs, and avoiding bullet points, incomplete sentences, or

11. overly formal or informal language.
1-‹#›
Copyright © 2015 McGraw-Hill Education (Australia) Pty Ltd
Grewal, Levy, Mathews, Harrigan & Bucic Marketing 1e