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Business and Economics: MKF1120

For students undertaking Accounting, Banking & Finance, Business, Law & Taxation, Economics, Econometrics & Business Statistics, Management and Marketing at Monash University

Getting started on the essay assignment

You are to write an essay explaining:

  • The concept of customer value, and its four major types using Second Stitch face masks as the example.
  • How does customer value link to the core concepts of needs, products, and exchange?
  • Why do the marketers of Second Stitch face masks need to understand these concepts?

Your task:

  • Read your assignment and follow all the instructions carefully.
  • Find relevant information from a range of sources, including academic sources, about the products and company.
  • Look at the company website for more information.
  • Gain an understanding of the product and services offered.

The lecturer has indicated that you should be aiming to blend theory and practice.

Suggested information resources

Searching for sources:

Start with the prescribed reading in Moodle. Your lecturers have indicated that the Smith & Colgate article will provide you with a detailed foundation on the concept of customer value. They have also suggested that this article should probably be one of the academic sources you cite in your essay. Note that Smith & Colgate has a number of key articles and books in its reference list which you can search for in Library Search.

The lecturers require that you use information from a variety of sources. Textbooks and journal articles will help you find authoritative definitions of core concepts such as "needs", "products" and "exchange."

You are expected to use at least five sources of information, two of which should be quality academic journal articles to look for these sources you may begin by looking at:

  • the journal articles listed in Moodle that are prescribed reading
  • additional journal articles. 

A good place to start to find one or two additional quality academic journal articles are in databases such as Business Source Complete and Proquest. 

Three additional sources can be found from:

  • the product website - look here for detailed information about the product
  • social media, both accounts from the company itself, and from third parties such as customer product review blogs
  • newspaper and magazine articles - a useful source is the Factiva database. 

Searching for additional resources in the Library databases

You can find additional references by searching in the Library databases. A list of relevant databases is on the Journal and news databases tab of this Business and Economics Library Guide.

When looking for quality academic articles in the databases make sure that you also tick the Scholarly (Peer reviewed) journals box to limit the results to the better quality academic articles.

To learn more about searching effectively in these resources, have a look at the Library's tutorial on How to search.

You are welcome to ask at the Research & Learning Point at the Caulfield Library if you want further assistance finding relevant articles or want to check if the material you have found is relevant and useful.


It is crucial to acknowledge the sources you have used to support your argument in the essay. Referencing is the academic way of giving credit to others when you use their ideas in your assignments. You avoid plagiarism by referencing appropriately.

Plagiarism is an academic offence that has very serious consequences to your future as a student at Monash. Avoid plagiarism at all costs! Refer to Chapter 3.1 "Working with academic integrity" in the Q Manual or have a look at the Academic Integrity online modules. 

The APA style is commonly used by your faculty when citing and referencing. To get help with APA referencing you can refer to the Q manual (Chapter 3.2). You can look at the Citing and referencing tutorial.

* Please note that your lecturers have indicated that it is sufficient to cite the product website as follows: (Audible Australia, 2020). There is no need to include a paragraph number when you are quoting from the website.