Markets and Consumption

2015/16
Assignment 2:
Marketing Keyword Discussion
See MN1305 course outline
and Moodle Lecture 14 on
Assignment 2
Ground Rules
Assignment 2:
Marketing Keyword Discussion
4
Assessment Weighting: 60%
Length: 2,250 words +/-10% (= 2,025-2,475 words) excluding
title page and reference list
Due Date: 14 January 2016
Assignment 2 vs Assignment 1: longer by 1,000 words; higher
assessment weighting at 60%; requires more and explicit
reading of marketing literature
Task of Assignment 2 focuses on discussing a marketing
keyword
Marketing Keyword Discussion
ONE (1) MARKETING KEYWORD
TWO (2) ORGANIZATIONS AND/OR INDIVIDUALS
AT LEAST FIVE (5) READINGS
ONE (1) MARKETING KEYWORD
Advertorial (advertising and editorial)
Anthropomorphism
Brand equity
Cause-related marketing
Chugger (charity and mugger)
Cold calling
Consumer culture theory (CCT)
Consumer sovereignty
Deceptive advertising
Early adopter
Ethical consumer (or ethical consumption)
Experience economy
Freemium (free and premium)
Generation X
Glocal (global and local)
Kidult (kid and adult)
Macromarketing
Millennials
Price segmentation
Product innovation
Servicescape
Sharing economy
Social marketing
Subvertising (subversive and advertising)
Target market
Telemarketing
USP (unique selling proposition)
6
See Moodle Lecture 14 for prompts to each keyword
TWO (2) ORGANIZATIONS AND/OR INDIVIDUALS
7
In discussing the selected marketing keyword explicit
reference in your response must be made to at least
two (2) organizations and/or individuals
Organizations can be from the for-profit, not-forprofit, or public sectors of the economy
Organizations can be from different sectors
Individuals can be writers associated with a keyword
AT LEAST FIVE (5) READINGS
8
In addition, there is a requirement to access and use at
least five (5) readings to support the discussion of the
selected marketing keyword
Expectation of journal articles as core readings
Journal articles can be complemented by other sources
such as newspaper articles, corporate websites,
relevant social media, etc if these sources help to
support the discussion
Writing Assignment 2:
Marketing Keyword Discussion
R 9
ange of 20-odd keywords so no template structure –
but some prompts (below)
What does the keyword mean? How has it developed
and evolved? Why is it important in marketing? Are
there controversies associated with the keyword?
Two (2) organizations (or writers) invite comparative
discussion: What is similar and/or different in the use of
the keyword? How? Why?
Readings related to the keyword are essential as a
basis for your discussion
Writing Assignment 2:
Marketing Keyword Discussion
10
A title – statement and/or question – with the
marketing keyword may help focus your attention
Visual data may be instructive if it supports the
discussion
Complete a first draft by early January so that you have
sufficient time to edit
Both ‘level of reading’ and ‘quality of referencing’ could
be improved in most Assignment 1 essays – so bear in
mind for Assignment 2
Assessment Criteria
School of Management
Assessment Criteria for Individual Essays
Intellectual Quality Expressed
Structure and Organization
Writing Style
Level of Reading
Quality of Referencing
12
Academic Resources & ‘Level of Reading’
13
‘Level of reading’ as assessment criterion depends on information literacy
Library https://www.rhul.ac.uk/library
Centre for the Development of Academic Skills (CeDAS)
https://www.royalholloway.ac.uk/ecampus/cedas/home.aspx
Academic resources available to you at Royal Holloway are new
Learn how to access and conduct searches using two key databases of
journals: Business Source Complete and ABI Inform Global
http://eresources.rhul.ac.uk/kb/Management
Library has also produced a Management subject guide
http://libguides.rhul.ac.uk/Management
Be skeptical of web-only journals as many are of poor quality
Wikipedia is a great venture – establishing a not-for-profit enterprise based
on the collaboration of volunteers who edit entries with free access to users
– but it should not feature in your reference list (unless you are interpreting
particular entries)
Academic Referencing & ‘Quality of Referencing’
14
‘Quality of referencing’ as assessment criterion
Referencing addresses your declaration and
acknowledgment of the work of others who have informed
your own work
The process of referencing is mechanical in terms of both
what to reference and how to reference (so learn the
mechanics)
So-called Harvard system is based on Author Surname and
Year of Publication in two related parts of the essay
In-text citations within the main text; and
‘Reference List’ following the main text
CeDAS and the Library can direct you to guides on academic
referencing