Marketing Ethics: Consumer Ethical Issues
My professor’s essay guideline: ‘Ethical issues cover all aspects of the module. These include the choices marketers make about the market offerings they create, the use of different images in marketing communications, the market segments marketers define and target, the data they collect and how they use it. Using the textbook concepts on ethics to write a short essay (~1000 words) covering the ethical concerns you have as a consumer. Make recommendations about how these concerns can be addressed (by you and marketers).
You should only use the concepts covered in the reading list (textbook, primarily in chapter 18 and any recommended journal articles) to analyse and evaluate your ethical concerns. If you do want to do further research, please follow the research guidelines link. Be very sure that your essay clearly and explicitly uses the concepts from the recommended reading to analyse and evaluate your concerns and recommended responses.’
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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).
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. Please use between 7 and 10 references.
The most important book chapter (18) is attached as a PDF file. Please read it carefully as the main essay information source is this textbook. It contains journals/articles cited in the book (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 the chapter 18. 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. Moreover, the reference list is not included in the word count. Marketing Ethics: Consumer Ethical Issues
The course textbook is:
Baines, Paul, Chris Fill, Sara Rosengren and Paolo Antonetti (2019), Marketing, Fifth Edition, Oxford University Press: Oxford, UK
This is referred to as Baines, et al (2019) in the module materials.
The essay must reflect an impeccable understanding of Marketing Ethics terms and also to have a creative subjective approach towards them (how ethical concerns affects the consumer buyer behavior from a personal perspective) combining the theoretical knowledge with the personal experiences and deducting how the market operates in terms of ethics.
Thank you very much! In this perilous times, your academic help is vital to me in order to succeed. If you need more clearance, or you’ve got some more questions related to the material please don’t hesitate to ask me.