Analytical Marketing Discussion

Assignment Two Requirements

Introductions:

Assignment Two Analytical Marketing Discussion Via an Individual Essay (60%)
This individual essay requires the student to research and write in-depth about one marketing topic of their choice. The student has 10 topics to choose from (one topic is covered in class each week) and the student must then use the same brand they have chosen for assignment one, and research and write about how this brand could be impacted by contemporary developments in their chosen topic in light of assigned readings. To remind you, the 10 topics you can choose from are as follows:

1. The Marketing Environment
2. Marketing Research and the Role of Big Data
3. Consumer Behavior
4. Segmentation Targeting and Positioning
5. The Product (and branding)
6. Place (distribution)
7. Price
8: Promotion
9. Consumer Culture
10 Marketing Ethics

 

For example, if a student has chosen to write about Netflix in assignment one, they must again use that brand here in their essay. The student must then identify one of these 10 topics to write about in depth, and it is suggested that they choose a topic which might be particularly problematic or opportunistic for their brand so that there is room for interesting discussion in the essay. For Netflix, this might be ‘PRICE’ because they are hugely challenged with income generation, license sharing, and subsequent losses. Think back to your first assignment and consider some of the concluding remarks you made which may help you to select a suitable topic. It is from here that your essay title is derived. In this case the title of this essay would be ‘An Analytical Discussion on Price for the Brand Netflix’. You must edit this title (substitute the topic (price) and the brand (Netflix)) to create your own title and include your own choices, and make it clear to the examiner which you have selected by putting the title at the top of your essay.

 

Once the student has selected a topic, they must read the three pre-assigned readings which are available to download from moodle under the relevant topic/week. These three readings must be cited at least once in your essay. The student is also allowed to cite further interesting work which they have also found to be relevant – and this is very much encouraged. All cited works must include an in-text citation and a full reference in the bibliography.

 

The structure of this essay is open. The student is however, required to use four or five interesting subheadings which essentially makes clear four or five interesting discussion points in your essay. A discussion point, Is essentially a smaller or niche point which falls under your overarching topic you have identified as interesting, problematic or opportunistic for your brand. To again use the above example of Price and Netflix, a heading/discussion point might be: ‘The Potential Opportunities associated with Price Differentiation for students’. Then the student could identify briefly what price differentiation is in a sentence or two (learnt in class), then outline how this could be an opportunity for Netflix, and exemplify how this would work (eg. suggest a suitable price for students). Importantly, the student should cite one article which justifies this discussion point, which in this case, could be the past case study available on moodle on price differentiation - whereby banks which offered cheap or free banking to students, benefitted in the longer term because people are not likely to change banks frequently in their lives.

 

The word count for this essay is 1,500 words with a +/-10% rule applying. The word count excludes the bibliography and any appendices which the student would like to include. The essay must be submitted in word or PDF format before the deadline.