Communication and the need for empathy

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Communication and the need for empathy

HIGHLY IMPORTANT – General guidelines for Short Tutor Marked Assignment (STMA)


  1. This Short Tutor Marked Assignment (STMA) is the replacement for the MTA. It is composed of TWO MANDATORY QUESTIONS.
  2. You have 1 week to upload your answer on the LMS. The STMA is to be typed (Word document), not STMA Cut-off date: May 5, 2020.
  3. In order to conduct your analysis, you are requested to pick a local or regional organization, as requested/specified in each the questions below. You can select an organization in which you might be interested in working after graduation, or an organization that is a very significant player in a sector in which you plan to work or already work or an organization where someone you know works.
  4. The ultimate purpose of this choice is to allow you to develop your ability to use the conceptual frameworks, theories, practices, models and tools that you have studied in B324 and hence to apply them to real situations.
  5. Higher marks will be awarded to answers that are analytical and that use examples of local/regional firms appropriately. Descriptive answers will receive lower marks.
  6. Your discussion needs to be provided in an essay format (introduction, body and conclusion)
  7. Word limit for the STMA: 1200 words +/- 10%

Answer the following TWO MANDATORY QUESTIONS by referring to course material and examples of local/regional firms appropriately. Critical analysis is a must.

 Question 1 (50 marks)

Given agreement about the two-way nature of communication and the need for empathy and shared understanding, it seems inappropriate to ask generic questions about whether certain sorts of messages work better than others. In the context of a local or regional organization of your choice, explain how fear messages work in a social marketing campaign, including the alternative models that can be used. Discuss the association between fear arousal and persuasion in fear messages in relation to the selected social marketing campaign. In this context, what will the clients or audience do with these messages? Elaborate. 600 words.

Question 2 (50 marks)

Arguably the single most important proposition that marketing has brought to the business process in the last 100 years is that of client orientation. In the context of a local or regional organization, discuss the importance of client orientation in marketing, as well as its implications on flexible offerings to clients. Explain the importance of a situation analysis in the strategic social marketing planning process in the selected organization. 600 words.


Communication and the need for empathy

  1. Cut-off date: May 5, 2020.


  1. Course material:
  • Chapters 3 and 5. Students can refer to other course material if needed.


  1. Format/presentation (including PT3 form): You are expected to write your answers in essay format. You may, however, use bullet points, diagrams, tables, or any graphs to support your arguments. Failing to do so could result in grade deduction from presentation marks up to 5 marks.


  1. Plagiarism: Your submitted STMA will be uploaded on Turn-It-In. It’s imperative that you write your answers using your own words. Plagiarism will be penalized depending on its severity and according to AOU plagiarism policy (Enclosed after these instructions you will find the Arab Open University rules of cheating and plagiarism).


  1. Word count: Your answers are expected to be within the specified word count. A 10% deviation from word count limit is acceptable. Not adhering to specified word count could result in grade deduction from word count marks up to 5 marks.


  1. Referencing:  You are expected to use the Harvard referencing style for in-text referencing and list of reference at the end. In addition, although text books assigned in the course may be used freely as references. It is recommended that you use a minimum of 1 external source. It is also recommended that you use scholarly studies found in the E-library link at the LMS.

The Arab Open University Rules about Plagiarism

 The Arab Open University Definitions of cheating and plagiarism

According to the Arab Open University By-laws, “The following acts represent studies of cheating and plagiarism:

  • Verbatim copying of printed material and submitting them as part of TMAs without proper academic acknowledgement and documentation.
  • Verbatim copying of material from the Internet, including tables and graphics.
  • Copying other students’ notes or reports.
  • Using paid or unpaid material prepared for the student by individuals or firms.
  • Utilization of, or proceeding to utilize, contraband materials or devices in examinations.”

Examples of Plagiarism

Copying from a single or multiple sources, this is where the student uses one or more of the following as the basis for the whole, or a good part, of the assignment:

  1. Published or unpublished books, studies or reports
  2. The Internet
  3. The media (e.g. TV programmes, radio programmes or newspaper studies)
  4. An essay from an essay bank
  5. A piece of work previously submitted by another student
  6. Copying from a text which is about to be submitted for the same assignment.