Essay

Select an appropriate marketing news story which has appeared in 2012. It might be from the business press, such the Financial Times, the Economist, the Wall Street Journal, Business Week, Fortune, or Forbes,
or the business section of a national newspaper such as the Daily Telegraph or the Guardian. Of course, other
media sources – including ones available exclusively online – are permissible.
• What is the marketing new story about? It is about the marketing strategy or tactic of a single firm? Or
does the news story raise an issue with wider marketing implications?
Points to consider in formulating your analysis:

• What marketing issues are at stake? For example, where might the marketing new story be included in a
revised edition of Kotler? Why?
• Search Business Source Premier to find relevant marketing literature (e.g., the Journal of Marketing,
Journal of Consumer Research, the Journal of Marketing Management, the European Journal of Marketing, the
Harvard Business Review, California Management Review, Sloan Management Review, or McKinsey Quarterly) to
help put the marketing story in context. Are there other examples you can cite?
• Remember that informed analysis is more than just your opinion; references to literature and examples are
deemed as highly appropriate for a full and complete response.

Sources must be acknowledged; a bibliography is required, submissions lacking either or both WILL be
penalised in marks. See the earlier notes on plagiarism and academic sources and referencing.

Notes:
This is an analysis of the article NOT of the marketing of a company or an industry. You need to analyse the
article for the content it has that is related to marketing and the topics covered within the course. You are
not required to conduct a SWOT, BCG or any other sort of analysis unless that it what your chosen article is
about. You should pay very close attention to the assignment briefing PowerPoint on Moodle which gives you an
example of what is required. The use of tables and bullet points is acceptable as the word count given is
very limited. University regulations allow for a +10% on word count limit to allow for in-text referencing;
work that is over that limit is penalised by the deduction of 10% subject to a passing grade minimum of 40%,
up to a maximum of being 20% over limit when a ZERO is awarded.

*The news story must be published in English
*A copy of the article you have analysed must be included as an appendix
*It might be from the business press, such the Financial Times, the Economist, the Wall Street Journal,
Business Week, Fortune, or Forbes, or the business section of a national newspaper such as the Daily
Telegraph or the Guardian
*Of course, other media sources-including ones available exclusively online-are permissible
*(Key points) 1. What is the marketing new story about?
2. It is about the marketing strategy or tactic or a single firm?
3. Or does the news story raise an issue with wider marketing implications?
*(Analysis) 1. Analytical essays require the writer to examine his/her response to, and thoughts about, the
reading s/he has done
2.To compose an analysis, the writer collects the information that is central to the argument he or she is
examining – the claims, the evidence, and the assumptions- and interprets the strengths and weaknesses of all
sides in the debate

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