Your task is to write a self-reflection on your own ontological and epistemological assumptions and how they shape the way you understand marketing theory.
In your reflection, you should consider the three main paradigms we have covered during the module: positivism, interpretivism, and critical theory. In reflecting on how your ontological and epistemological positions shape the way you understand marketing theory, you should draw upon either a particular concept we have covered in the module that is viewed differently within each paradigm (i.e. the consumer) or a question about marketing that has been raised in the paradigm debates (i.e. is marketing an art or science).
You should draw on existing literature and theories we have covered throughout the module in developing your reflection
Your task is to write a critical analysis of one of the following key articles in marketing theory:
Bardhi, F. and Eckhardt, G.M (2017) Liquid consumption. Journal of Consumer
Research, 44(3) 582-597.
Batra, R., Ahuvia, A. and Bagozzi, R.P (2012) Brand love. Journal of Marketing, 76(2), 1-16.
Holbrook, M.B. and Hirschman, E.C (1982) The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2),132-140.
Kotler, P, and Zaltman, G (1971) Social Marketing: An Approach to Planned Social
Change. Journal of Marketing, 35(July), 3-12
Levitt, T (1960) Marketing Myopia. Harvard Business Review, 38 (July/August), 45-56
Schmitt, B., 1999. Experiential marketing. Journal of Marketing Management, 15(1-3),
Zervas, G., Proserpio, D. and Byers, J.W. (2017) The rise of the sharing economy: Estimating the impact of Airbnb on the hotel industry. Journal of marketing research, 54(5), 687-705.
Your mini-assignment should comprise of:
an introduction to the article you have selected a summary of the key points
a critical analysis of the article, and
a conclusion outlining the implications for marketing theory.
In your critical analysis, you should consider such issues as the significance of the contribution made by the article to marketing theory; the quality of the evidence this contribution is based upon; what assumptions the author(s) make about marketing; and any alternative perspectives that have not been considered in the article.
Your task is to analyze a specific case of brand controversy, using marketing theory. You can choose a brand controversy from any time period and any geographical region.
First, you must create a poster summarizing your analysis of this brand controversy. Your poster should provide a visual and verbal representation of your analysis. 250 words at least.
I will finish this post myself. I need the writer to provide me with the written text. Because the text and word number of this post is limited, it needs to be presented in the form of bullet points.
Make sure to include the following:
the name of the brand and a visual and/or brief verbal explanation of the key points of the brand controversy;
a visual and/or brief verbal explanation of what the controversy says about marketing, markets, consumption, and/or consumer society (linking to theory covered in the module, where relevant);
questions the controversy raises.
Second, you must also provide a written overview of your verbal and visual representation of your analysis. 600 words at least.
In making your poster you are welcome to use the format that you prefer (for example PowerPoint), but it needs to be inserted into the document that you submit.
Assignments should be typed, using 1.5 spacing and easy-to-read 12-point font. Assignments and dissertations/business projects must not exceed the word count indicated in the module handbook/assessment brief.
The word count should:
Include all the text, including title, preface, introduction, in-text citations, quotations, footnotes, and any other items not specifically excluded below.
Exclude diagrams, tables (including tables/lists of contents and figures), equations, executive summary/abstract, acknowledgments, declaration, bibliography/list of references, and appendices. However, it is not appropriate to use diagrams or tables merely as a way of circumventing the word limit. If a student uses a table or figure as a means of presenting his/her own words, then this is included in the word count.
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