Order Instructions:
Coursework assignment
For your coursework, you are asked to write a 1,500 word essay on a specific topic, which must cover at least the following sections:
1. A brief contextualization of the topic from the literature (e.g., marketing ethics, consumer behavior, marketing entry strategies, etc.),
2. a critical discussion of the different positions based on the contextualization, and
3. a concluding statement and outlook derived from your discussion
Please note that the word limit includes title, bibliography and any appendices that you may wish to add (we recommend, however, to use these very sparsely). The document that you submit must therefore not exceed 1,500 words in total.
Task
The suggestion that organizations should focus on the needs and wants of their customers-and of consumers more generally-may be thought of as one of marketing’s more prominent achievements. Critically discuss this notion by making particular reference to some of the strategic challenges potentially arising from an organization (A) not focusing sufficiently on consumer needs, or (B) placing a strong emphasis on the current needs of consumers.
Marking criteria
Marks for the report will be equally divided between four areas:
1. The intellectual qualities expressed (i.e., understanding, knowledge of subject; focus; original interpretation),
2. Structure and organization (i.e., building a logical argument; synthesis of materials),
3. Level of reading (i.e., further readings beyond textbooks) and
4. Professionalism and scholarly attention to detail (i.e., formatting, citation, bibliography, etc.)
Additional information
This question is an MSc level assignment and is therefore challenging. The answer cannot be found on the internet nor listed in a text book. That is why you must think carefully about how to answer it. The clues that you need to follow are in the question and in the supporting advice. You must think critically, use a marketing context and use supporting evidence and conclude by answering the question.
You may choose to do EITHER A or B or, if you wish BOTH A and B. Whichever approach you take, you must focus appropriately and with enough detail to show you understand the context (and the relevant literature) properly.
You must explain why you are addressing the question you way you are answering it to make yourself clear.
Please also read the following:
Coursework questions & answers
In the following, we answer those questions that we have received from students. We hope that our answers clarify some of the concerns you may have.
Q1: “What actually is a framework?”
Don’t be put off by terms like “framework” or “model” the assignment requires that you analyse the case using a particular lens. You must use management and business concepts to explain the conflictual relationship between Apple and Samsung – not merely describe this conflict.
Q2: “Can we use a framework that hasn’t been discussed in class?”
Yes, but it must be relevant to the analysis of the case, appropriate for gaining insight into marketing. You must also explain why you chose it.
Q3: “Can we use two frameworks?”
If you use multiple frameworks they should be directly linked and collectively used to support your analysis of the case. You should NOT merely describe the case in two ways nor should you describe with case with one framework and give recommendations with another – the key to the assignment is use the framework to give insights through scholarly analysis.
Q4: “Should I use articles – there is little on the conflict in journals?”
Use the articles to detail the framework and use the case to exemplify the arguments you use – being scholarly means a correct use of articles to support your analysis. You can use other sources too – which must be cited, but make sure to use appropriate academic articles.
Q5: “Which framework is best?”
Related question: “Is it ok to use Porter’s Five Forces or the Marketing Mix (4Ps)”
There is no best framework, but whatever framework you use, you MUST be able to explain (a) why you chose this one, (b) why it offers insights into the case, and (c) be able to apply it in a scholarly and analytic way.
Side-note: The Marketing Mix and Porter’s Five Forces tend not to be particularly useful analytical frameworks for the assignment questions typically used for this course.
Q6: “If I decide to support my analysis with an empirical study, do I have to describe the methodology?”
Related question: “1,500 words is not a lot – what can I do?”
We do not expect you to collect any primary data. Only if it benefits your analysis should you collect data, e.g., in the form of a focus group or text analysis (such as recent news articles). In that case you have to explain your methodology and we recommend providing a brief (i.e., one paragraph) summary in the text and an extended description of your methodology and data collection process in the Appendix (which is a good way to provide contextual descriptions that do not count towards your word limit).
Q7: “Do I have to describe the conflict between Samsung and Apple?”
You have to provide some very brief description of the conflict between these two companies, but only in as much as it is necessary to contextualise your analysis. For this, you can refer to recent news articles.
Q8: “Should I focus on what Samsung should do?”
This assignment should not be focused on giving recommendations, but on the analysis of the case – if you have space and you have developed a strong analytic case for doing so, you can, but the focus should be on examining the case.
Q9: Should we use ONLY the key articles mentioned in class or can we write the essay according to our own minds and other articles? Should we use OTHER articles from other classes? Lecturers from different courses give different responses.
Any advice from lecturers or tutors is said in the context of the questions asked to them. Often students put the response into their own words, which leads to confusion, and this confusion is passed on to other class mates. Sometimes a student will be talking about one assignment, while the tutor/lecturer thinks they are talking about another assignment or question. If a class mate gives you the wrong advice or you misunderstand any advice you have been given, that is YOUR responsibility.
To avoid this, first make sure you know what the question is and what the assignment requires. For ANY assignment, read the question fully and answer according to the instructions of the question. If the question has supporting advice, follow this advice.
If you ask “should I do it this way” the answer you will be given by your tutor ASSUMES you will work very hard on the assignment, read the appropriate academic articles and follow the guidelines of the assignment fully and appropriately. If you do not do so, ANY answer based on ANY advice will get a low mark.
For THIS assignment you can use any skills and knowledge from any course, BUT this assignment requires understanding these ideas and articles in a MARKETING CONTEXT. You must also NOT duplicate ANYTHING you have or will submit for another course.
You MUST read additional PEER REVIEWED ACADEMIC JOURNAL ARTILCES in support of your argument.
Each assignment for each course will have specific instructions. Follow these instructions and ask the course lecturer or tutor for their advice, as they will have set the assignment. You cannot assume that because you get good marks following one strategy it can be applied to other modules with the same success.
When you state your OWN opinions they MUST be supported by evidence and with reference to a relevant marketing debate (you will find the debates in the academic literature). Your conclusion is where you can evaluate the analysis of the evidence that you have done in the earlier section of the assignment and give YOUR evaluation (based on this analysis).
Q10: Can I use 1 organisation in two countries or 2 organisations in the same country as a contextualisation.
You can use either, as long as the organisation/s EFFECTIVELY illustrate your argument and you explain WHY you are using these examples. The question is flexible enough for you to make your own evaluation. Choose what YOU think is the best contextualisation. As it is YOUR assignment, only you can be clear about what will work best for your argument.
Q11: Can you read my assignment/draft before I submit it?
No. A tutor or lecturer will not look at your individual essay in any detail, as this might compromise the marking of the essay, which is done anonymously. Your questions should be for clarification not to confirm if this is a good way to get a distinction/pass the assignment.
What is meant by ‘critical analysis’?
Critical Analysis
One of the key skills you will need to develop in order to become a Masters level student in business or management is the ability to think critically about an issue, other people’s research or the literature on a specific topic. The critical analysis of research or “the literature” is an evaluation of the following elements:
Conceptual grounds
Methods used
Evidence provided
Arguments and analysis
Critical analysis is thus the ability to evaluate an argument in order to detect its strengths and weaknesses and any limitations.
Simple critical questions to develop a critical analysis are the following:
Why am I reading this?
What review question am I asking of this text?
What are the authors trying to do in writing this?
What type of literature is this?
What sort of intellectual project is being undertaken?
What are the authors saying that’s relevant to what I want to find out?
What is being claimed that is relevant to answering my review question?
How convincing is what the authors are saying?
To what extent is there backing for claims?
How adequate is theoretical orientation to back claims?
To what extent does any value stance affect claims?
To what extent are claims supported or challenged by others’ work?
To what extent are claims consistent with my experience?
What do the authors tell me that I want to know, and how convincing are they?
What is my summary evaluation of the text in relation to my review question or issue
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