DETAILS OF ITEM ONE – THE VISUAL MODEL
Create a visual model that shows and explains the connections between an understanding of buyer behaviour and the rest of the marketing management process.
The purpose of the visual model is to act as a memory aide for you (and the reader) as you work through marketing problems.
DETAILS ON ITEM TWO – THE ETHICS ESSAY
Write an essay on the following topic:
Your ethical concerns as a consumer; my recommendations for marketers to address them.
You should:
Choose two or three concerns you have as a consumer;
Apply ethical perspectives covered in the textbook and external readings to elaborate and analyze those concerns.
Recommend actions for marketers to address those concerns that draw explicitly on concepts you have studied as part of the marketing management process.
You must work within the following constraints:
This item should be ~1000 words.
Except to provide examples of your ethical concerns, you should only use concepts from the textbook and external noted within it.
Citations, bibliographic entries, artifacts and diagrams are not included in the word limit
Citations and bibliographic entries should be in Harvard format.
DETAILS ON ITEM THREE – USING MARKETING TO EXPLAIN YOUR OBSERVATIONS
The third item is relatively open. It is a chance to apply your understanding of marketing to analyze and evaluate your observations of marketing in practice. Your marketing scrapbook will provide rich material for this exercise.
This is your task:
Use the concepts you have studied in this module to explain some marketing practices you have witnessed.
The marketing practices could be from:
Artifacts you have collected in your marketing scrapbook
News stories on marketing practices you have read in the Financial Times and elsewhere (e.g., about marketing during the lockdown)
The topical issues you study in the last weeks of the teaching term (e.g., news consumption, consumer data).
As with the other tasks, the key is to demonstrate that you are applying the concepts you have studied to analyse and evaluate the marketing practices you have observed.
If you are stuck for ideas, here are two you could choose from:
Document a recent purchase you made; use concepts from the module to explain how marketers influenced your decision (and how others failed to influence you).
Document your news consumption and the marketing you see while consuming the news; use concepts from the module to explain your news consumption and any patterns in advertising you see.
