Coursework on Marketing Research Essay
Write a short essay (~1000 words) on the topic listed below.
‘Focusing on one or two of the themes from the ninth and tenth topics, reflect on how the marketing practice might have affected your behaviours in ways that contribute to the issues raised in those topics. For example, you might reflect on your sources of news and identify how marketing management decisions might have influenced those decisions.’ (Portofolio Instructions)
Please analyse carefully the word documents that contains my professor’s guidelines regarding the topics (TOPIC 9: COMMUNICATIONS, BIG DATA AND ETHICS & TOPIC 10: MARKETING, SOCIAL MEDIA AND SOCIETY) and choose two interesting themes that you find more appropriate for your area of expertise, because is not enough to express theoretical concepts and arguments, or just to describe the process of marketing management, but the essay must also contain a subjective/personal experience towards the issues discussed in the topics. So, you can write, for example about how social media influence your buyer behavior, intuitively to argue how the companies uses the market segmentation and positioning in order to maximize their profits. 
So, you can write, for example about how social media influence your buyer behavior, intuitively to argue how the companies uses the market segmentation and positioning in order to maximize their profits. This assignment must pass and discuss two issues, one from topic 10 ‘SURVEILLANCE AND CAPITALISM’ & ‘THE ATTENTION ECONOMY ‘(e.g. the mobile phones uses the microphone to generate compatible items and individual-related products, news based on your recent conversations etc.) and issues discussed in topic 9 (social media, digital marketing, communications, big data, journalism). You can address the role of ethics in marketing decision making as well (see chapter 18). If you have a better essay idea that can include both topics and also be relevant to marketing management and strategy, you can develop it, as the coursework must include personal experiences and observations as well.
A note of caution, both of these topics require some speculation. You cannot, for example, know how firms makee their decisions, you can only see the results of those decisions and ‘test’ to see if the different marketing management ideas and activities you have studied help explain those processes.
ESSAY STRUCTURE
I have no strong views on structure, and you are welcome to structure your essays in ways that are most effective. If you are stuck, then this structure will work:
- Introduce the topic and its importance
- State your overall argument
- Present the argument in between two and four sections
- Draw some conclusions and implications from your argument
It is important that you go beyond describing (as we practiced with your buyer behaviour models). Use the keywords in Bloom’s taxonomy (attached in the files) to help you see if you are just describing or also incorporating some application, analysis and evaluation (and even some creation). The essay must include not only a theoretical perspective but also to reflect a creative approach towards the topics (in-depth individual research).
REFERENCING
It is important that you try to reference properly. This means two things:
- Correct citations as you write by including the authors’ names, and the year of the publication when you include someone else’s idea.
- Please also include the page number(s). For example: (Baines, Fill and Rosengren, 2017, p34-36).
Correct bibliographic entries at the end of the assignment should be in Harvard format.
I’m attaching some topic-related textbook chapters. Please read them carefully, even is the scanning is altering the quality, the main essay information source is this textbook. It contains journals/articles (in case you use the journals/articles cited in the textbook, you must cite them individually in the bibliography), the reference list you can find at the end of each chapter. For example: Personal satisfaction might be an effective way of promoting low-involvement/feeling goods (Ratchford, 1987, as cited by Baines, Fill and Rosengren, 2017, p57). Both sources should have matching entries in the bibliography.
For this essay please use between 7 and 10 references. Moreover, the reference list is not included in the word count.
The course textbook is:
Baines, Paul, Chris Fill, Sara Rosengren and Paolo Antonetti (2019), Marketing, Fifth Edition, Oxford University Press: Oxford, UK: ISBN:**********9.
This is referred to as Baines, et al (2019) in the module materials.