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- 1. Assignment 1 What is the assignment about? Assignment 1 • Analysis of a Marketing News Story (15 per cent.) This is an individual assignment. • You are required that you write a 1000-word analysis on a marketing news story which has appeared in 2014/2015 and was published in English. ANY NEWS ARTICLE FROM 100 – 500 WORDS IS APPROPRIATE Assignment 1: How to proceed 1. Select an appropriate marketing news story which has appeared in 2014/2015. It might be from the business press, such the Financial Times, the Economist, the Wall Street Journal, Business Week, Fortune, or Forbes, or the
- 2. 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. 2. 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? Assignment 1: Points to consider in formulating your analysis 1. What marketing issues are at stake? For example, where might the marketing new story be included in a revised edition of Kotler? Why? 2. 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? 3. Remember that informed analysis is more than just your opinion; references to literature and examples are deemed as highly appropriate for a
- 3. full and complete response. 4. 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. Assignment 1: 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. • 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. • This assignment carries 15% of the grades.
- 4. Referencing and Plagiarism Evaluation of Sources • Is it accurate? Does it say what sources the data are based on? • What authority is it based on? Who wrote the pages? Are they experts in the field? • Is it biased? e.g. pressure groups and commercial organisations. • Is it out of date? • http://www.vts.intute.ac.uk/ Keeping a Record of References • The author • The title • Journal, Website • Date of publication • Place of publishing • Name of Publisher • Numbers of pages where info obtained • Reference to where you found the info so you can track it down again • When note taking do use your own words – this means you will have to
- 5. understand the text to write the note • Don’t mix up direct quotations and your own notes. Referencing • Harvard System – check Moodle In-text (Author, year) or Author (year) e.g. Sillince (1996) or (Sillince, 1999) Reference List Books: Author, (Year) Title. Place Published: Publisher. e.g. Sillince, J.A.A. (1996) Business Expert Systems. Hitchin: Technical Publications. Articles: Author, (Year) ‘Article title’. Journal Title, volume (number): pages. e.g. Sillince, J.A.A. (1999) ‘The role of political language forms and language coherence in the organizational change process’. Organization Studies, 20 (3): 485-518 Avoiding Plagiarism • ‘passing off as your own ideas, writings, diagrams or information created by someone else’
- 6. • Sound note taking • Use of direct and indirect quotations Avoiding Plagiarism through Direct Quotation • Page number and quotation marks for direct quotes • Example “Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others” (Kotler 2013). Avoid Plagiarism Through Paraphrasing (Indirect Quotations) • your own version of essential information and ideas expressed by someone else • one legitimate way (when accompanied by accurate referencing) to borrow from a source Paraphrasing is a valuable skill because... • the mental process required for successful paraphrasing helps you to grasp the full meaning of the original piece of writing
- 7. Example of Paraphrasing The Original Passage Students frequently overuse direct quotation in taking notes, and as a result they overuse quotations in the final [research] paper. Probably only about 10% of your final manuscript should appear as directly quoted matter. Therefore, you should strive to limit the amount of exact transcribing of source materials while taking notes. Lester, James D. Writing Research Papers. 2nd ed. (1976): 46-47. Acceptable Paraphrase In research papers students often quote excessively, failing to keep quoted material down to a desirable level. Since the problem usually originates during note taking, it is essential to minimise the material recorded verbatim (Lester 46-47). (Source: Purdue University) Tricks and Tips Analysis
- 8. • Analytical essays require the writer to examine his/her response to, and thoughts about, the reading s/he has done. • 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. Let’s Brainstorm…. 1. Which marketing concepts can think of that might be discussed in a news story? What would the news story be about? 2. Brainstorm your plan of attack! How would you tackle the assignment step by step? How would you start? 3. How would you structure the report around the analysis? 4. What do you think are the major challenges of this assignment? Questions you should ask yourself! • What is happening in the news story in form a marking perspective? What are the marketing concepts discussed? • How is the concept contextualized in the news story? What
- 9. does the news story tell about the marketing concepts? • What does academic marketing literature say/reveal about the marketing concept in question? What are the current debates? Does this reflect what we reads in the news story? Or is does it contradict? • What can we learn from the news story about the concept in question? Could we add some insights to the academic literature about the concept? Do’s • Focus on a clear structure of the report (Introduction, main part, conclusion) • Don’t be descriptive – be analytic • Develop arguments by reflecting on the marketing concept in questions, the way it is contextualised in the news story, and the academic debates that exist in Marketing journals/textbooks • Try to formulate on some key insights based your analytic work • Add some judgements at the end Example
- 10. News story: BlogumentaryNews story: BlogumentaryNews story: BlogumentaryNews story: Blogumentary The power of bloggers is legendary. Brands are of course creating their own blogs or tapping into others as part of their marketing strategy. Paying bloggers to write blogumentaries about the brand is proving cheaper than display advertising. Sony was one of the first to take up paid-for blogging back in 2006. Last December Kmart offered a US blogger a $500 gift card in return for writing a blogumentary about what was ‘cool’ to buy at Kmart. Although the article largely praised Kmart, it attracted heavy criticism for compromising objectivity and giving in to corporate persuasion. However, last month Glam Media piloted Tinker, a micro- blogging tracker. Bloggers will be incentivised to contribute in return for sharing revenue from advertising. Revolution, May 2009, Revolution, May 2009, Revolution, May 2009, Revolution, May 2009, pp56pp56pp56pp56----57, 59.57, 59.57, 59.57, 59. Let’s analyse
- 11. What are the marketing issues at stake? • Corporate Communication • Branding • Perception/perceptual mapping/value perception • Changing media landscape • Ethics – objectivity/payment • Promotion – paying Let’s analyse The not so obvious – but they are there • Consumer behaviour • PR/Advertising • Personal selling • Changes to balance in the Marketing mix Let’s analyse The out of ‘the box’ but they are still there! • Changes in the need to track media • implications for marketing metrics
- 12. • implication for management of marketing • implications for planning & budgets • implications for the skills needed by future marketers • implications for human resources • implications for how a business is designed and managed • Brand anthropomorphism – ‘cool’ One possible way of doing it • Use a table to show what are the key, background and less important / non-existent points • Don’t forget to comment on what isn’t in the article • Then concentrate on just the key!!!!!! Group Work Group Work, Coaching, Presentations - Form groups of 5 students - Do a quick search for a suitable news story (10 min) - Read the story (5 min)
- 13. - Discuss the story and create following table (30 min) - I will ask a few groups to present their ideas at the end (15 min) Key Marketing-Related Issues/Concepts Academic Source referring to this Marketing Concept 1. 2. 3. 4. 5. If you haven’t found a suitable article after 10 minutes used this one! http://www.todayonline.com/business/management/luxury- brands- set-shop-here-pursue-super-rich