BEMM148 Week 11 Essay Guidance

ESSAY BRIEF
• Individual Essay (60%)
• 2,000 word limit (it can be +/- 10% in terms of word count). This excludes the
reference list and any tables/figures.
• Essay topic: Identify a trend/development which you think will have a significant
impact on marketing strategy in the next ten years. Drawing on theory and
concepts from the module, discuss the specific impact this trend/development will
have on particular aspects of marketing management, and/or our ability to
understand and research consumers. Support your arguments with academic
research.
• Trend “The general way in which a particular situation is changing or developing”
(Financial Times, 2021)

STRUCTURE
• A recommended structure for your assignment is as follows:
• Introduction: all essays need an introduction which very briefly maps out the purpose of the essay, defines any key terms/concepts, and outlines the structure (what is included) (approx. 150 words)
• Part one: Identify and explain your chosen trend/development. Use secondary evidence which helps to support and justify why you believe this will have a significant impact on marketing strategy in the next ten years. For this part, it is likely you will be citing from online news articles, and industry/market/consumer/technology reports and forecasts. Ensure you use credible resources i.e. not personal blogs, unsupported opinions, biased/unreliable magazines/newspapers. At the end of this section, signpost the elements that will be discussed in part two (approx. 600 words)

• Part two: You need to draw on specific theory and concepts from the module, that are particularly related to your trend/development. You also need to highlight the impact it will have on particular areas of marketing management (4 or 7 P’s), and/or our ability to understand and research consumers

• It will be better to explore a limited number of theories/concepts, and areas of marketing management in depth, rather than try to discuss many different concepts and marketing mix areas, but in a superficial and limited way

• Issues are generally not black and white- the impact of trends/developments may be
unpredictable/debated, different for various sectors, and potentially contentious in terms of
ethics (approx. 1,100 words)

• Conclusion: essays should always have a brief conclusion where you summarise the key points made in the essay, and potentially highlight limitations or where further research/empirical evidence should be developed (approx. 150 words)

ACADEMIC RESEARCH
• There are many different resources you can search to access
academic research
• Google Scholar: for viewing journal articles you will normally have to log in through Exeter’s institutional access
• Exeter’s electronic library
https://libguides.exeter.ac.uk/az.php?s=123462&t=24722
• ResearchGate: create a free account for access to working papers/unpublished work
• Search terms: create a list of search terms that are related to your trend/development and marketing concepts you want to focus on

• A list of journals can be accessed via the ABS https://charteredabs.org/academic-journal-guide-2018/ and this indicates the quality of the journal (4* is the highest ranked)

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