Marketing Applications Critical debate paper and reflective statement
Marketing Applications Critical debate paper and reflective statement
Task: Critical debate paper and reflective statement
Critical debate paper (approx. 1,000 words, +/10% ie 9001100 wods)
You will write a fullyreferenced essay that that addresses the widelydebated question “Is marketing a
force for good or evil?” You should explain and justify, based on your reading of relevant literature,
your personal position on the debate as to the influence of marketing on society.
• A “critical debate paper” means that you must provide a critical evaluation of the issue under
investigation – not just “what you think” – thus, you should base your views around a central
argument and undertake appropriate reading and research to support both the “for” and “against”
positions for that argument.
• “Fullyreferenced” means that your analysis MUST be supported by an absolute minimum of SIX
references, THREE of which should be from academic journal papers and THREE from reputable,
trustworthy sources. Given the wide scope of marketing ethics, it is suggested that you focus on one
particular issue, for example one of the following: environment and sustainability; healthy eating and
obesity; marketing to children and vulnerable consumers; sex in advertising; shocking and offensive
advertising; gambling and advertising
Reflective statement (maximum 200 words)
At the end of your essay you should include a statement that reflects upon the way you went about
doing this piece of assessment and what you learnt from it, for example: • How did you assure the
trustworthiness of your source material, e.g. why are you confident about the reliability of the
sources and the credibility of the authors you have cited in your work? • What did you learn about
yourself while doing this exercise? • How could you use the learning from this exercise in your future
work?
Allocation of marks – Task Allocated mark Critical writing skills: Evidence of critical writing skills and
ability to articulate a clear central argument. 50% Referencing: Quality (i.e. trustworthiness) of the
sources. Balanced range of sources (absolute minimum 6, including at least 3 academic journal
papers). Ability to use the Harvard referencing system correctly. 30% Personal statement: Quality of
personal statement, evidence of reflection and ability to learn from the task. 10% Presentation:
Professional formatting and presentation of the work. 10% 12 10. KINGSTON UNIVERSITY M
