Length: 2,250 words +/-10% (= 2,025-2,475 words) excluding title page and bibliographic references.
In Assignment, your task is to select and analyse a Key Word in Marketing. Select ONE of the following Key Words in Marketing:
ï‚· Anti-Branding
ï‚· Brand Communities
ï‚· Brand Equity
ï‚· Cause-Related Marketing
ï‚· Consumer Boycotts
ï‚· Consumer Culture Theory
(CCT)
ï‚· Critical Marketing
ï‚· Customer Relationship
Management
ï‚· Digital Marketing
ï‚· Experience Economy
ï‚· Macromarketing
ï‚· Marketing Rationalization
ï‚· Political Marketing
ï‚· Positioning (as P in STP)
ï‚· Product Placement
ï‚· Prosumption
ï‚· Public Service Announcements ï‚· Relationship Marketing
ï‚· Segmentation (as S in STP)
ï‚· Service-Dominant Logic
ï‚· Wine Marketing
Most, but not all of the listed Key Words in Marketing, feature in either the lectures by the course coordinator or one of the guest lectures.
Collecting Relevant Literature: Your assessment will include your level of awareness of relevant literature. This means identifying key writers and any dilemmas or debates associated with your selected Key Word in Marketing. There is an expectation of at least a half-dozen relevant articles (or other sources) being used to support your discussion/analysis. The ‘Reading List’ is not exhaustive, but may also offer suggestions.
Essay Title: Create an essay title by using the Key Word in Marketing you have selected. This should assist in organizing your initial thoughts. Though the essay title appears at the beginning of the document, it is likely you will need to edit the first attempt at a title. Your thoughts will evolve on how to approach and analyse the selected Key Word in Marketing.

Main Body: This can be arranged in a manner to help address the essay title. There are some points to consider, as part of a full response:
ï‚· A working definition or description of the Key Word in Marketing you have selected should appear near the outset.
ï‚· What does the Key Word in Marketing mean? Where is it located in marketing?
ï‚· How, when, and why did your Key Word in Marketing emerge?
ï‚· How, when, and why is your Key Word in Marketing used?
In addition to drawing on the relevant literature, examples are useful. Diagrams or other visual material can be used to support a response.

Reading List
Contact the course coordinator [email protected] if you encounter difficulties in accessing any of the items. You are likely to encounter some of the same items in Y2 and Y3.
Aaker, D. (2004), Leveraging the Corporate Brand,” California Management Review 46(3): 6-18.
Aaker, D. and Joachimsthaler, E. (1999), The Lure of Global Branding,” Harvard Business Review 77 (Nov/Dec): 137-144.
Alderson, W. and Cox, R. (1948), Towards a Theory of Marketing,” Journal of Marketing 13(2): 137-152.
Andreasen, A. (1982), Nonprofits: Check Your Attention to Customers,” Harvard Business Review (May/June): 105-110.
Andreasen, A. (1994), Social Marketing: Its Definition and Domain,” Journal of Public Policy & Marketing 13(1): 108-114.
Andreasen, A. (1996), Profits for Nonprofits: Find a Corporate Partner,” Harvard Business Review (Nov/Dec): 47-56.
Araujo, L., Finch, J., and Kjellberg, H., eds. (2010), Reconnecting Marketing to Markets. Oxford: Oxford University Press.
Arndt, J. (1983), The Political Economy Paradigm: Foundation for Theory Building in Marketing,” Journal of Marketing 47 (Fall): 44-54.
Arnould, E.J. and Thompson, C.J. (2005), Consumer Culture Theory (CCT): Twenty Years of Research,” Journal of Consumer Research 31(4): 868-882.
Balmer, J. M.T. and Gray, E.R. (2003), Corporate Brands: What Are They? What of Them?,” European Journal of Marketing 37(7/8): 972-997.
Bagozzi, R. (1975), Marketing as Exchange,” Journal of Marketing (October): 32- 39.
Bagozzi, Richard P. and Paul Warshaw (1990), Trying to Consume,” Journal of Consumer Research 17(2): 127-140.
Bartels, R. (1967), A Model for Ethics in Marketing,” Journal of Marketing 31(1): 20-2
Bartels, R. (1974), The Identity Crisis in Marketing,” Journal of Marketing 38 (October): 73-76.
Bartels, R. and Jenkins, R. (1977), Macromarketing,” Journal of Marketing 41 (October): 17-20.
Baumol, W. (1957), On the Role of Marketing Theory,” Journal of Marketing (April): 413-418.
Belk, R. (1988), Possessions and the Extended Self,” Journal of Consumer Research (September): 139-168.
Berger, J. (1972), Ways of Seeing. London: BBC and Penguin Books.
Berry, L.L. (1995), Relationship Marketing of Services,” Journal of the Academy of
Marketing Science 23 (Fall): 346-5.
Borden, N. (1964), The Concept of the Marketing Mix,” Journal of Advertising
Research 4(2): 2-7.
Brown, S. (1995), Postmodern Marketing. London: Routledge.
Brown, S. (1999), Marketing and Literature – The Anxiety of Academic Influence,”
Journal of Marketing 63(1): 1-15.
Brown, S., Hirschman, E. and Maclaren, P. (2001), Always Historicize! Researching
Marketing History in a Post-Historical Epoch,” Marketing Theory 1(1): 49-90.

Buzell, R.D. (1964), Is Marketing a Science?,” Harvard Business Review (Jan/Feb): 32-41.
Cayla, J. and Eckhardt, G. (2008), Asian Brands and the Shaping of a Transnational Imagined Community,” Journal of Consumer Research 35 (August): 216-230.
Christopher, M., Payne, A. and Ballantyne, D. (1991), Relationship Marketing. Oxford: Butterworth- Heinemann.
Converse, P.D. (1945), The Development of the Science of Marketing – An Exploratory Survey,” Journal of Marketing 10 (July): 14-23.
Day, G.S. and Wensley, R. (1983), Marketing Theory with a Strategic Orientation,” Journal of Marketing 47 (Fall): 79-89.
De Chernatony, L. (1999), Brand Management Through Narrowing the Gap Between Brand Identity and Brand Reputation,” Journal of Marketing Management 15: 157-179.
Dibb, S. and Simkin, L. (2009), Bridging the Segmentation Theory/Practice Divide,” Journal of Marketing Management 25(3/4): 219-225. [Note this is a special issue on segmentation.]
Drucker, P. (1954), The Practice of Management. New York. http://www.harpercollins.com/browseinside/index.aspx?isbn13=9780060878979.
Drucker, P. (1958), Marketing and Economic Development,” Journal of Marketing 23 (January): 252-259.
Ellis, N., Fitchett, J., Higgins, M., Jack, G., Lim, M., Saren, M., and Tadajewski, M. (2010), Marketing: A Critical Textbook. London: Sage.
Fisk, G. (1973), Criteria for a Theory of Responsible Consumption,” Journal of Marketing 37(1): 24-31.
Fournier, S. (1998), Consumers and Their Brands: Developing Relationship Theory in Consumer Research,” Journal of Consume Research 24 (March): 343-373.
Gaski, J. (1999), Does Marketing Ethics Really Have Anything to Say? A Critical Commentary on the Literature,” Journal of Business Ethics 18 (February): 315- 334.
Grafton-Small, R. and Linstead, S. (1989), Advertisements as Artefacts: Everyday Understanding and the Creative Consumer,” International Journal of Advertising 8(3): 205-218.
Grönroos, C. (1990), Relationship Approach to Marketing in Service Contexts: The Marketing and Organizational Behaviour Interface,” Journal of Business Research 20(1): 3-11.
Grönroos, C. (1994), Quo Vadis, Marketing?: Towards a Relationship Marketing Paradigm,” Journal of Marketing Management 10(5): 347-360.
Hackley, C. (2009), Marketing: A Critical Introduction. London: Sage. Hatch, M.J and Schultz, M. (2003), Bringing the Corporation into Corporate
Branding”, European Journal of Marketing 37(7/8): 1041-1064.
Hirschman, E. (1991), Secular Morality and the Dark Side of Consumer Behavior:
Or How Semiotics Saved My Life,” Advances in Consumer Research 18: 1-4. Hirschman, E. and Holbrook, M. (1982), The Experiential Aspects of Consumption:
Consumer Fantasises, Feelings and Fun,” Journal of Consumer Research 9
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