| Purpose of the assessment, the task/topic: The essay tests your insights and in-depth understanding of contemporary marketing issues as covered on the module. Your Specific Instructions: Please choose ONE essay from the options below. Essay option 1 Is marketing an art or a science? Critically examine the range of ideas from both literature and science that have influenced the development of marketing today and show how ideas from across the arts/science spectrum have shaped marketing principles and practices today. Use contemporary examples (for example from recent marketing campaigns) to illustrate your answer. Essay option 2 Are markets a force for good or evil in society? Should there be limits to markets or can we rely on ethical marketing managers and ethical consumers to ensure that markets work in the best interests of all? Hunt and Morgan argue that markets create wealth, Sidwell asserts that markets are fair but Sandel is worried that we have moved from having a market economy to being a market society. Critically examine these arguments about the nature of markets, their benefits and the problems they raise for society today using ideas from across the Contemporary Issues in Marketing module. Illustrate your answer with examples from a range of contexts (e.g. fair trade, market for human organs, food etc.) Essay option 3 Is more choice always better? Critically examine the ideas about consumption and choice covered in the Contemporary Issues in Marketing module to explore the value and place of choice in society. Can (and should) consumers be helped to make better choices, for example by choice editing or by government funded campaigns? Illustrate your answer with examples from a range of contexts (e.g. fair trade, market for human organs, food etc.) Approach to the assignment: Your answer should adopt the format of an academic piece of work. Write in fluent, formal English and clearly acknowledge all sources. Your work should draw on the academic sources used throughout the module, although other sources may be used to augment your work. Your work should contain a range of conceptual marketing models, and will normally involve some critical assessment of macromarketing ideas and their application in a range of contexts. It is essential: That you use Harvard Referencing Express your ideas in your own words (avoid overuse of quotes) Tips: Please write out in full the essay question you are attempting to answer on the front page of your work Use a range of recent and relevant academic resources. E.g. books, journals, websites etc.Do not use website references alone. Use the recommended readings from the module including the weekly tutorial readings |
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