Contemporary and Emerging Issues in Marketing Management

Your summative assessment for this unit is based on three components: two individual reports (each accounts for 40% of the final grade) and a multiple-choice test (20% of the final grade).  In this document, you find the information about the two individual reports.

Summative assessment report 1

Task

In this report, you should apply consumer behaviour concepts – including (but not limited to) ability, motivation, opportunity recognition, exposure to stimuli, perception, and attitudes (weeks 19, 20, 21)to analyse the case of a branded product(s) or service(s) of your choice. You have the flexibility to make your selection as you want e.g. Nike, Nike shoes, Nike running shoes, Nike running shoes model. Make sure that your selected branded product has both physical and online presence (e.g., sold online and offline). You should follow the suggested steps below to build the case study:

  1. A brief introduction to the case product/service and its context (approximately 200 words).
  1. A critical examination of how the product/service appeals to consumers in a physical versus online store, reflecting on the concepts of motivation, needs/wants, goals, ability, and opportunity (approximately 450 words) (ILO 2).
  1. A critical examination of the senses evoked in promoting the product/service in a physical versus online store, and how they create meaning/inferences by utilising the perceptual process (approximately 450 words) (ILO 2).
  • Practical suggestions: discuss how your chosen company’s consumer behaviour research team, marketing, or brand management team could improve attitudes towards your chosen product/service. (You can use both concepts from consumer behaviour and digital marketing weeks). Your answer to this question should be informed by your responses to the previous questions and any emerging issues that could or have impacted your chosen product/service – for example, COVID-19, rapid digitalisation, and other emerging issues discussed in the unit (approximately 400 words) (ILO 1).

The case study should show an understanding of the theoretical concepts discussed during the sessions (lectures and tutorials) in relation to real-life branded products/services. You are free to use any structure for the report as long as you address the above-mentioned requirements. Remember that developing this case study report would demonstrate your skills and ability to complete consumer behaviour analysis tasks (this can be used as part of your job-seeking portfolio).

Feedback

You are welcome to approach the lecturers to discuss the report before submission. Furthermore, some of the weekly activities as part of the unit are designed as an opportunity for formative group-level feedback. In the final week of the unit, there will be an assignment surgery when you will have the opportunity to ask further questions about the assignment. You will receive written feedback on your submission and marks through Blackboard. Please note that the lecturers will not be able to provide written feedback on the assessment before submission.

Submission

Students will submit their work through Blackboard. The administrative team will open the submission portal closer to the submission date. Please note that you should submit the two reports separately (as indicated on Blackboard).

Length

1,500 words (maximum), excluding the reference list, appendices and tables.

 

Deadline

19 May 2022 at 13:00 (UK time)

 

References

You can use press articles, websites, and reports to provide examples regarding the brand. However, you should support your arguments with references from academic literature (you can start from the literature provided in weeks 20, 21, 22 in the reading list). An accurate Harvard reference list of all sources cited within the text should be provided at the end of the document.

Formatting

Times New Roman 12; 1.5 or double (2) spaced; justified.

Summative assessment report 2

Task

Drawing upon the brand of the product/service you chose in the ‘Summative Assessment Report 1’, you should critically discuss the sustainable, ethical and social marketing practices adopted by the brand. Furthemore, you should critically evaluate how this brand promotes Equality, Diveristy and Inclusion (EDI). You can follow the suggested steps below to build the case study:

  1. Identify and describe the sustainable/ethical/social marketing AND the EDI initiatives promoted by the brand. If you chose a brand with a multiplicity of initiatives, you can focus on one of the initiatives or one marketing campaign which tackles these themes (approximately 400 words) (ILO 3).
  • Critically evaluate the initiative/s or the campaign you have described above leveraging the concepts analysed in weeks 22, 23, and 24. For instance, does the sustainable marketing campaign woke-wash the brand? Or, what are the biases and stereotypes that the EDI initiative promotes? (approximately 700 words) (ILOs 1, 2).
  • Based on the analysis above, provide practical recommendations on how the brand can improve its ethical/sustainable/social marketing AND EDI initiatives. If the brand already excels in these initiatives, recommend further areas where it can engage (approximately 400 words) (ILOs 2, 3).

The case study should show an understanding of the theoretical concepts discussed during the sessions (lectures and tutorials) in relation to real-life branded products/services. You are free to use any structure for the report as long as you address the above-mentioned requirements. Remember that developing this case study report would demonstrate your skills and ability to complete consumer behaviour analysis tasks (this can be used as part of your job-seeking portfolio).

Feedback

You are welcome to approach the lecturers to discuss the report before submission. Furthermore, some of the weekly activities as part of the unit are designed as an opportunity for formative group-level feedback. In the final week of the unit there will be an assignment surgery when you will have the opportunity to ask further questions about the assignment. You will receive written feedback on your submission and marks through Blackboard. Please note that the lecturers will not be able to provide written feedback on the assessment before submission.

Submission

Students will submit their work through Blackboard. The administrative team will open the submission portal closer to the submission date. Please note that you should submit the two reports separately (as indicated on Blackboard).

Length

1,500 words (maximum), excluding the reference list, appendices and tables.

 

Deadline

19 May 2022 at 13:00 (UK time)

 

References

You can use press articles, websites, and reports to provide examples regarding the brand. However, you should support your arguments with references from academic literature (you can start from the literature provided in weeks 19, 23, 24 in the reading list). An accurate Harvard referenced list of all sources cited within the text should be provided at the end of the document.

Formatting

Times New Roman 12; 1,5 or double (2) spaced; justified.

Leave a Comment

Your email address will not be published.