MKF5955
Semester 1, 2025
Essay Question #2

Imagine Monash University as a brand. Identify and describe three Points of Difference
(PODs) and three Points of Parity (POPs) that define its brand positioning. Support your
analysis with relevant research as well as your own observations or experiences as a Monash
student.

 Three PODs (10 marks each, 30 marks in total)
 Three POPs (10 marks each, 30 marks in total)
 Research quality (20 marks)
 Citations and References (10 marks)
 Writing (10 marks)

Research & Referencing Requirements

 Cite the prescribed textbook where relevant (refer to pages 171-175 for key concepts).
To access these pages, visit:
https://ap02.alma.exlibrisgroup.com/leganto/public/61MONASH_AU/citation/226386
4467570001751?auth=SAML
 Conduct research to support your analysis, using credible sources such as academic
journals, library databases, industry reports, mass media, and trade magazines.
 List all references at the end of your essay. Include at least five different
references (e.g., textbook, journal articles, press articles, industry reports, databases,
etc.).
 Use APA 7th referencing style. For more details, visit:
https://www.monash.edu/rlo/research-writing-assignments/referencing-and-academic-
integrity/citing-and-referencing

Submission Guidelines

 Word Limit: Maximum 300 words (excluding references).
 Generative AI: If you use AI, you must acknowledge how it is used in your work.
Find more details here: https://www.monash.edu/student-academic-success/build-
digital-capabilities/create-online/acknowledging-the-use-of-generative-artificial-
intelligence
 Deadline: Submit your essay on Moodle before the due date.
 Submit your essay as a Word or PDF file.

For guidance on conducting research, refer to:
https://learning.monash.edu/mod/book/view.php?id=3589437


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