Select one piece of marketing news from within the last year. Analyse and discuss this news by using some theory or theories which have been explored in class from sessions 2 to 5.
Further guidelines and suggestions
1. Choose ONE of the perspectives seen in class in session 2, 3, 4, OR 5. DO NOT USE A MANAGERIAL PERSPECTIVE ON MARKETING! You can choose either a historical perspective of marketing (session 2), OR economic perspective of marketing (session 3), OR a cultural perspective of marketing (session 4), OR a sociological perspective of marketing (session 5) OR a psychological perspective of marketing (session 5).
2. Within one of these perspectives (in point 3), choose one or two theories to analyse and discuss the news. For example, if you choose a cultural perspective of marketing, you could analyse your marketing news by using consumer identity theory.
3. Your essay should answer these questions:
o What is the marketing phenomenon under scrutiny (e.g. Branding, Advertising, Pricing), and what is the core message of this news?
o Which theory/theories could help you to better understand this phenomenon (e.g. Consumer Identity theory)?
o What are the main elements and assumptions of this theory/these theories?
o How do they apply to the news?
o How is this theory/ are these theories fit to explain this marketing news?
o Do you have any suggestion for managers given your analysis?
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