You will produce an individual essay in the format of an article for a business publication. You may choose The Economist or Harvard Business Review (print edition).
Using primary and secondary research, you will create your own views on a contemporary issue relevant to one of the following macro themes:
Theme 1 – Political Marketing
Theme 2 – Reputation Management in the digital age
Theme 3 – Information transparency
Other – another contemporary issue of interest which impact the marketing in society (please get sign off from the module leader on your suggested topic).
By adopting the relevant tone, style and presentation format of the selected publication, your article will critically examine how the chosen contemporary issues affects marketing within a global context.
Your article should discuss and apply theoretical concepts and frameworks outlined in the unit or in the recommended readings.
Primary research should entail interviewing key stakeholder(s), not consumers. Findings should be used to inform your analysis and discussion.
- Word count: 3,500 words. Standard rules apply for penalties exceeding wordcount. The word count includes all text from the first word to the last word of your article. It does not include: title page, tables, charts and illustrations in the article (including titles, descriptions and sources), reference list and appendices;
- Any sources referred to in the article must be cited in the text and listed in the Reference List (not included in the word count), following the Harvard Referencing method.
- Your article should include subheadings and visuals;
- Indicative structure: Headline, standfirst, main body (structure and language as per publication style guidelines), reference list, and appendix (you must include the interview transcripts in the appendix).
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