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ALFRED HU- 43626335
WAYNE KINGSTON 12PM MONDAY
MARKETING PROJECT – MKTG304

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REFLECTIVE JOURNAL

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INTRODUCTION
Name: Alfred Hu
Degree: Commerce (Marketing) & Arts (International Business)
Commencement Year: February 2014
Expected Completion: November 2017
Experiences: Study Aboard at the Chinese University of Hong Kong and Go Volunteer Vietnam
Work Experiences: Student Ambassador, Student Administration Assistant at Macquarie University
Academic Tutor, Cross Country and Athletics Coach at The King’s School
My interests in marketing stem from an innate sense of active curiosity and creativity; a desire to
understand people, investigate and critically understand the burgeoning environment in which we
live in. Over the past three years and more specifically the last thirteen weeks, learning to integrate
our marketing practices, theories to develop a blue ocean strategy for Honeywell. It has
accentuated the need to be highly detailed oriented, effective communicators, analytical and
creative thinkers all preparing us for real world practices. Over the past three years, l have
continuously learned about myself, theories and others in a collective learning journey. I have
learned that I’m a proactive, motivated and organized individual who strives to do best by myself
and others. Personally, l am proud to see the changes in me from when l first started university,
growing in confidence through the help of others and continued practice.
Although at times university has been a struggle juggling a plethora of tasks and roles, the hard
work does pay off. In future, l look to take my learnings from Macquarie University and put them to
use in a marketing strategy and brand management context. Continue to be mindful and selfless of
others and continue on my learning journey. I hope to engender positive change and continue to
present new ideas and concepts in innovative ways. I am enthused by where my skills and
experience can take
Alfred Hu
Monday, November 7, 2016

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PART A: KEY LEARNINGS
Over the past thirteen weeks, my time learning about the concepts of
marketing at Macquarie University are about to come to a close. Learning
about marketing concepts and theories, conducting a detailed analysis of
our learning will allow us to gain a further understanding of ourselves as
individuals. In addition to methods of identifying, managing, changing and
dealing with the areas in which we are poor and thus enabling us to necessitate
improvement and further development. During the past thirteen weeks, we have been
challenged to combine all our learnings, to produce a Blue Ocean strategy to our client partner
Honeywell. I have identified three areas in which are critical to my continued learning and
development as well as key fundamental building blocks for my anticipated career as a marketer. The
three areas of development have been identified as Reflection, Effective Writing, and Time
Management
REFLECTION
Reflection is integral to continued learning, enrichment, and personal growth. I previously stated my
reflective ability as effective as l can see the bigger picture and deconstruct key insights. As a
marketer, reflection is key for interpreting key information, self-learning and to gain new
understanding. My curiosity and interest in the world allows me to question myself, others and always
ask the question of why in everything l do. It makes me fascinated with new findings, learnings,
opinions of others and allows me to grow as an individual. Reflection although a form of higher order
thinking and problem-solving, it has opened my eyes up to growing issues and concerns. Such as
ethical marketing and production, a deeper understanding of the issue through watching
documentaries, listening and reading investigative reports has allowed me to gain a sense of
connection and empower me to be committed to solving the issue. Reflection allows me to set logical
and achievable goals as well as enhance my self-development. I implement conversational
mannerism, to connect with others and to form mutually beneficial relationships.
The culmination of the recent thirteen weeks was a final group report, in which members completed
individual phase reports combined them and then created a new blue ocean strategy. Throughout
this, my group experienced each of the stages of forming, norming and storming. To produce a
cohesive blue ocean strategy, we had to bring together all our insights and key learning. We struggled
and had huge points of disagreement upon our As Is and To Be Canvas. Reflection requires seeing
a bigger picture, we as a group experienced inefficiencies due to a constant clashing of ideas and
disagreements. Personally during these phases was small minded, held firm my ideas and was
unwilling to compromise to the ideas of my fellow group members. This was due to my intuition and
insights and critically hastiness to make judgments. My tendency to make decisions by emotions,
heuristics has allowed me to form rational decisions can also have been my downfall during the initial
stages of group work. It inhibited me to see the bigger picture, throughout this l learned to be more of
a participative learner, develop added active listening skills, connecting and understand the intricacies
in group dynamics as well as be open to new perspectives. I need to improve further the process in
which l obtain information, have a deeper noesis reasoning and thoroughly understand the cause and
effect relationship to solve problems. This final marketing report has taught me to have increased faith
in others and to be open to new ideas and perspectives.

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My marketing role in the future will require both left and right minded thinking, hence the need to take
an integrated approach to marketing. Personally, will have to learn to actively listen and continue to
engross myself with supportive friends, colleagues and family as well as continue to actively read.
Mindfulness through meditation will allow me enhance my perception of my surroundings and others
behaviors and refine reflexivity reducing my stress and tendency to make judgment-based decisions.
I perceive my reflective ability to have stayed relative to the beginning of the semester. Personally, l
hope to be able to continue to make decisions without fear and boundaries, however, rely less on
intuition and be patient in listening to other and being increasingly centered when sharing and
observing ideas with others. Throughout my future marketing, l envisage myself learning by doing
and participating however l need to place an increased importance on reflecting on each of my
experiences. I believe my ability to identify problems and rely on intuition will allow me to contribute
to new strategies and ideas. However, l will need to constant remind myself to listen to others, resist
the temptation to challenge others within teamwork and become more open minded. I hope to work
in an organization that will allow me to grow as an individual; that is convivially orientated and socially
geared.
EFFECTIVE WRITING
In honesty effective writing has never been one of my major strengths,
l believe l have the ability to convey ideas more effectively orally rather
on paper. With the key features of effective writing including proofing,
editing, use of the appropriate grammar, syntax and avoiding jargon
and colloquialism. I lack the proofreading and editing skills, to
effectively convey ideas in a synergistic and effective manner. As a
future marketing graduate, developing a range of communication
assets and collateral for internal and external stakeholders is critical.
A graduate needs to have the pertain strong writing and editing skills.
The ability to create a piece that is targeted towards the appropriate
audience and delivered via the right medium can aid the organization
is raising awareness and boosting profitability. Individually, over the
past three years while on campus have refined my writing skills, by
having a better understanding of how to structure arguments, as well
as a deeper understanding of the question at hand.
This semester, l have worked particularly hard on my written expression and effective writing due to
an increased impetus and pressure placed upon myself to achieve high marks in my last marketing
subjects. Personally, my individual report is something that l am incredibly proud of it was well
researched and professionally presented. It was required to be detailed, informative, tailored towards
an appropriate audience and presented in a formal style with the proper structure. The cohesion of
the report and understanding of the areas discussed allowed me to develop clear and insightful
arguments and present it in a manner that was interesting and end market orientated. I saw this final
assessment of utmost importance, to create an impression of my strong final impression of myself as
graduate ready. Produced to a quality worth of the real world, as the final version would be presented
to a real client. Therefore l rose to the challenge and lifted my writing standards. The paper
encompassed fundamental marketing theories and was thoroughly applied to the customer partner
of Honeywell.

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As the marketing graduate, l need to adaptable to the world of digital marketing and content marketing.
I believe l have the research skills to tailor content to the correct audience, interpret information and
deliver it clear, articulate manner. Being able to write more clearly will allow me to create more
engaging content, understanding of how to repurpose content, become a better storyteller and to be
able to personalize content in business to business orientations. Marketers need to be able to inform
and persuade. Therefore l believe l have the ability to grab attention, through simple headlines as well
as an understanding of eye tracking and click frequency to attract mass audiences.
Although l, have a tendency to rush, and not collectively engage through a synthesis of arguments
providing relevant evidence and examples. Personally, l need to slow down when writing, and read
more widely. I hope to further my proofreading skills using the correct grammar, spelling, and
punctuation in written communications. Increased time management a concerted effort to understand
the problem may be beneficial for me in developing synthesized arguments. Personally, l hope that
eradicating these errors, by taking more time and concerted attention in my works so that a negative
impression is not formed of myself. My work although well research, documented and formatted
creates a false representation of myself due to lack of care creating a lackadaisical first impression.
It is my hope that my writing style will be further improved and refined as l continue my learning
journey at Macquarie University and through practical work experiences.
TIME MANAGEMENT
Time management has played a crucial role during my time at
Macquarie University it has allowed me to excel academically at
university, contribute to university life and societies, as well as
gaining professional and life experiences. Regardless of whatever
the task may be l look to be organized and carry out my tasks and
roles with zest, enthusiasm, and energy. Throughout my time at
university, dedicated myself to becoming multidimensional and involving
myself in various activate to enhance networks, grow leadership skills and make friends. Personally,
l believe my time management has improved this semester, enabling me to be more comfortable in
carrying out my multiple roles and balance study.
Being involved is a hallmark, l look to continue for the rest of my life. Throughout my time at
university l have learnt all about personal selling through my role as a student ambassador, this has
enhanced my presentation skills drastically shaping the manner in which l present. I am still looking
to improve this by speaking slowly, targeting vocabulary to my target audience and removing small
“umms, essentially” my thinking words and learning to take a pause. Learnt about database
management and customer service skill through my role as a student admin officer, dealing with day
to day student issues as well as been exposed to client management and work in a call center. My
roles as Assistant Coach of The King’s School athletics team has allowed me to become actively fit,
as well as highlighted the importance of developing and being a good example for others. A key
learning is that it’s more important to build a team and collaborative environment, with a focus on
“Stronger together” rather than simply driving results. Volunteering and student leadership through
societies has been very rewarding, my participation and student leadership led to us winning the
student group of the year in 2014 with AIESEC and 2016 new student group with the Big Lift.

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I have learned so much from others about myself simply by interacting with others. In the past
juggling too much at once has been a massive learning curve, almost pushing myself to a state of
burnout due to taking on too many responsibilities. Time management will be quintessential, in
managing multiple projects at once and to effectively meet deadlines in the future. Personally need
to continue to adopt working strategies a working calendar, continue to be physically active and
adopt the Pareto rule for all my task enabling me to work efficiently and to avoid procrastination
tendencies. As a loyal people pleaser sometimes saying “no” can be mostly beneficial, preventing
over compromising myself when l aid others. Using time allocation matrix, and priority models will
allow me to spend time where it’s most necessary and less for where it isn’t. In the future, l hope to
improve my time management as my priorities change, communicate effectively my availabilities an
essential skill to pick up is to delete, defer, diminish and delegate. Learning is continuous and
endeavor to grow myself through participation and open-mindedness to try new things.

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PART B:MY TIME AT MACQUARIE UNIVERISTY
The past three years at Macquarie have been a frenetic, tough
and most enjoyable time of life thus far. I have learned so
much from my tutors, friends and can’t be thankful enough for
my supporting family. It has given me so many opportunities
for personal growth and development through both student
societies, peer mentoring and professional work. Starting in
the inaugural Business Leadership and commerce cohort of
2014, l envisaged being able to combine marketing and health
to create a better world through the development of a productivity app. A key quote still has special
importance today as it did three years ago, Debbie said “Rome wasn’t built in a day, Alfred, you have
to learn to stop, appreciate and smell the roses. A great empire takes time to build.“
Through remembering this quote, l have taken my time and engaged in participative learning and
learned something new in everyday from facts, others but more importantly about myself. Key lessons
that l have learnt include being resilient, open-minded and respectful of others. My Academic tutors,
learnings, work, and volunteering, have defiantly enhanced and shaped my charter and values today.
Developing my key capabilities, including confidence in conducting tasks as well a growing my
curiosity and proactivity in the world today.
APPROACH TO LEARNING
l have always seen myself as a diligent worker, who works hard to understand key fundamentals and
gain new insights from learning from others and teachers. Personally, l feel l have always learned
best through practice and teaching others. Now with my marketing studies coming to an end l now
see how the building blocks learned in marketing fundamentals are interwoven throughout all my
subjects and culminates into these final two blue ocean subjects. I have learned repeatedly that price
should be the last feature used to attract consumers and more importantly very brand has a story,
and you must convey it to the right audience. Over my time l have developed a didactic relationship
with my tutors and have been appreciative of their directness and openness. They impart key points
of knowledge and wisdom onto us spur us to do better and investigate further. Although never been
much of a reader, l have always lacked the discipline to read further and is something l look to rectify.
Scott Koslow, changed the game of marketing for me through his provocative lectures and
questioning of students forcing us to be creative, analytical thinkers in conveying the importance of
segmentation. However, the continual reapplication of fundamental marketing theories and
fundamentals has set put in good stead for the future. Debbie Howlett, in particular, although has
been tough on me, even failed in a key assessment. It was a real wake-up call that l needed to pay
more attention to my work that is submitted as no one will be looking over my work in the future. She
stressed that although l have excellent research skills, the manner in which l present written work
needs to be better to positively convey myself and avoid undoing all my hard research. University has
taught me to work independently as well as to understand group dynamics. Taking a natural
leadership role, being a team leader on countless occasions has taught me to effectively
communicate, manage teams, develop relationships others and to avoid micro-management. I have
learned to trust others more, seek help readily and to continue to aid others through collaborative
learning

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SOCIAL LIFE, VOLUNTEERING, WORK
Time management has been key to my multifaceted life at Macquarie University, from AIESEC MQ
in empowering student leadership experience through an exchange, to the Big Lift with its pay it
forwards mentality now to ECFS in creating a commerce community. Being a part of the merit scholars
program and the universities Be Successful program allowed me to meet like-minded people.
Volunteering has taught me about collective empowerment and the enrichment of lives of others. All
have shaped and influenced my student leadership, organization skills and allowed me to implement
marketing learnings into practice. I have met people from countless walks of life and been exposed
to wider social and political viewpoints. Time at Macquarie has allowed me to develop close
colleagues and friends, debating key issues and formulating key points opinion and argument. It has
taught me to take life less seriously, and enjoy the moment and live in the present and not the future.
Through my time in student societies, it will be the close bonds with my friends; l will miss and cherish
the most rather than the core and objectives of the organizations in which l served. My friends have
been of constant support and sounding board for my ideas; l have no hesitation to say that l have
grown as an individual through these and it has allowed me to refine and further develop my goals.
Work has played an incredible role in my professional development it has taught me how to present,
in a more confident and interactive manner through my role as a student ambassador. As well as
admin skills learned through student connect, learning to work as a part of a call center. On countless
occasions, Macquarie University has allowed me to struggle and develop as an individual and grow
in confidence through repetition and practice. In work, have learned to seek advice when I’m unsure
how a task is conducted or to produce the correct information. Athletics and running have played a
significant part in my discipline and hardworking attitude. I will always cherish the words of one my
athletics senior coaches John Atterton “ Be patient improvement takes time” his consistent smile and
ever-present positivity have reflected on the manner in which l conduct myself every day. Now l coach,
the same kids, and provide the same level of care and attention in fostering a community spirit where
the fear of failure is eliminated so they can grow as individuals. With work l have learned to enjoy my
junior roles as the roles are almost hedonic, they are enjoyable, and I’m passionate about.
However, as my time at university draws to a close, l have seen a slight difference in the way l interact
with others. Although always positive and loyal individual still, l have learned to say “NO” more often
to avoid over comprising myself, understanding my limitations and delegating and deferring tasks to
others. My social enrichment from facets of work, University, and volunteering will allow me to be
adaptable in the future, being able to interact with other and unseen situations.
TRAVEL
I am thankful for Macquarie University’s generous exchange programs in which have allowed me to
travel to both Vietnam and Hong Kong on a volunteer mission and study abroad respectively.
Overseas, l learned to be more independent as well as have met people from different cultures and
countries. Thus allowing me to develop key mannerism when working in cross-cultural teams and
cross functional teams. In all travel open my mind up to the differences in the world, its economies,
and cultures. Learning different ways of life and although something may work in one country, it is not
guaranteed to work across mass markets. Over my past travels, it’s not the location or the place l
miss however the daily interactions and relationships. I will continue to be selfless, and be a constant
guide for others to develop trusting relationships and lifelong friendships.

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CONCLUDING STATEMENTS
“ It’s better to take many steps in the right direction than to make a great leap forwards only to stumble
backwards” – Old Chinese proverb
Just as Marketing is a concerted, highly detailed and process orientated we need to do all the right
steps to formulate unique and cohesive marketing campaigns. Over my past three years as a
commerce student l have learned invaluable tools that will help me succeed in the future from time
management to effective communication and integrated thinking. I will continue to pride myself on
being proactive, enthusiastic and confident in the manner l conduct everyday life. Learning to actively
listen to the voices of opinion, advice, and wisdom. Be willing and open to suggestions by other
increased mindfulness to increase my psychological well-being by removing elements of stress and
anxiety. It will empower me to be a radical thinker that can propel insights and repel problems with
positivity.
One of my fondest memories at university is speaking to Alex Malley, and he pinpointed that time
spent at university is paramount due to the friendships we create. The connections we build can
project us in the future, using them to build relationships and networks. Macquarie University has
empowered me with the graduate capabilities to be career ready; this is further enhanced by my
social development through student leadership roles and work experience. Before l graduate l hope
to gain additional marketing experience through internships to build industry based skills. As scary
as it seems, l believe am graduate ready to tackle real life problems and conduct meaningful work
for an organization. I need to continue to grow myself and my individual brand through learning and
life experiences. No matter what endeavor l undertake l strive to be the best, work the hardest and
preserve the longest.

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APPENDIX
E = Unsatisfactory D = Needs Improvement C = Effective B = Highly Effective A = Excellent
Step 1 Step 2
Graduate
Capabilities
Description Pre
activity
self -rating
Target
Capability
Post
activity
self-
rating
Discipline specific knowledge and skills
Professional/
technical
competence
Exhibits relevant professional/technical skills
and competencies. Meets professional
standards.
Uses disciplinary
knowledge
appropriately
Effectively applies disciplinary knowledge to
practice.
Adapts knowledge
to novel situations
Applies and adapts theoretical knowledge and
technical expertise to novel situations.
Critical, analytical and integrative thinking
Critical thinking Identifies contestable issues and evaluates
alternative theories, arguments and options.
Forms, expresses and defends own point of
view, but also recognises the limitations,
weaknesses or potential objections to this point
of view.
Analytical thinking
Critically examines and evaluates a range of
complex and conflicting data relevant to a
particular issue. Analyses problems and issues
demonstrating logic and reasoning.
Integrative
thinking
Understands the tensions of opposing models
and ideas. Identifies relevant variables and
factors, seeking to understand the causal
relationships. Keeps the ‘big picture’ in mind
while working on a problem. Examples might
include cross-disciplinary approaches and
applying theory to practice.

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Information
literacy and
effective use of IT
Effectively uses search tools and gathers
information from a range of sources. Critically
evaluates information for authority, validity,
bias and accuracy.
Problem solving and research capability
Research skills Finds and reviews appropriate evidence from a
range of sources, extracts relevant information,
and selects most the appropriate
techniques/tools for collecting and analysing
data. Explores and evaluates different research
methods. Demonstrates effective research
design.
Research
protocols
Understands ethical requirements for research
and appreciates intellectual property and
confidentiality.
Diagnose and
solve problems
Ability to define problems. Generates a range
of possible courses of action, and implements
most appropriate approach. Evaluates
outcomes.
Relate theoretical
knowledge to
practical
situations
Connects theoretical knowledge to real world
practice and explores the strengths and
limitations of current theory and practice in real
world contexts. Appreciates the importance of
research and scholarship to inform/improve
practice in organisations.
Creative and innovative
Creative thinking Demonstrates awareness of problems/gaps in
knowledge, considers different perspectives,
adapts readily to new/uncertain situations,
conveys ideas through a variety of mediums,
thinks ‘outside the square’ to solve complex
issues. Ability to respond to opportunities and
challenges.
Innovation Identifies opportunities not obvious to others
and finds innovative solutions, where
conventional solutions have not worked or are
unlikely to work.

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Open to
experience
Views problems, questions or situations from
new and multiple perspectives. Is open to new
ideas and displays a willingness to try new
things, experiment and take risks.
Application of
critical, creative
thinking
Finds effective alternative/novel solutions to
problems. Applies skills and experience to
areas other than prime discipline.
Effective communication
Convey views to
different
audiences
Chooses the most appropriate medium to
convey information, views and arguments to
different audiences (e.g., colleagues,
managers, general public). Takes into account
the background and sensitivities of the
audience (e.g., religious).
Use of visual
communication
and ICT
Is proficient in using a range of communication
technologies (e.g., PowerPoint, podcasts,
video, graphics, social media).
Effective writing Communicates effectively in writing, including
proofing, editing, using appropriate language,
and avoiding jargon (unless the context
requires it).
Effective oral
communication
Demonstrates effective oral communication
skills, including asking appropriate questions,
maintaining eye contact, using appropriate
language. Presents ideas clearly and
persuasively.
Effective
presentation skills
Demonstrates effective presentation skills
including adequate preparation, clear structure
and organisation of content, confident delivery,
the use of appropriate visual aids, and
engagement with the audience.
Effective listening Demonstrates active listening skills. Listens to
the views of others and responds
appropriately.

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Engaged and ethical local and global citizens
Indigenous
perspective
Demonstrates awareness of indigenous
perspectives, and is able to analyse social and
political issues facing contemporary Indigenous
Australians.
Respect for
diversity
Appreciates and values diversity. Respects the
different needs and values of others, including
those from diverse social and cultural
backgrounds. Capable of working with others
from diverse backgrounds.
Open-minded and
inclusive
Receptive to new or different ideas and the
views of others.
Cultural literacy Recognises the history, contributions and
perspectives of different cultural groups and
intercultural issues relevant to professional
practice. Demonstrates an understanding of
cross-cultural communication issues in the
community and in a workplace context.
Social justice Appreciates the impacts of social change, and
acknowledges social and ethical implications of
own actions. Takes into account the influence
of social, political and cultural viewpoints of
others when deciding a course of action.
Recognises social justice issues relevant to
own discipline or profession.
Global citizenship Understands the global context of
discipline/professional area, and contributes to
the community at a range of levels from the
local to the global.
Socially and environmentally active and responsible
Empathy and
sensitivity
Demonstrates empathy and sensitivity to the
views, values and culture of others.

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Leadership Demonstrates leadership characteristics and
effectively manages groups to maximise the
attainment of goals in professional, community
or other contexts. Capable of persuading
others and initiating change.
Teamwork Works collaboratively with different groups e.g.,
recognises the strengths of other team
members. Negotiates solutions and resolves
conflict when opinions differ.
Sustainability Appreciates the importance of sustainability.
Addresses sustainability issues in own field of
study.
Capable of professional and personal judgement and initiative
Interpersonal
skills
Adjusts communication style to meet context
requirements. Influences and motivates others.
Negotiates effectively.
Initiative Uses initiative and resourcefulness to respond
appropriately to challenges.
Managing
ambiguity,
complexity and
change
Handles ambiguity and complexity, unexpected
findings and situations appropriately,
responding to changing and uncertain
situations.
Risk assessment Identifies and assesses potential risks and
devises appropriate mitigation strategies.
Ethical Applies an ethical approach to practice.
Demonstrates honesty and integrity in
academic conduct. Displays personal integrity
and awareness of ethical principles and issues,
including confidentiality and privacy.
Time
management /
project
management
skills
Demonstrates effective time management and
project-management skills (e.g., meets
deadlines; organises necessary resources, etc
to complete task/project).

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Commitment to continuous learning
Reflection Uses reflective practice to support professional
practice and enrich personal development.
Personal,
professional and
social
development
Recognises own need for continuous learning
and development. Identifies knowledge gaps
and/or skills in need of improvement. Develops
strategies to facilitate these needs.

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Reflection

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