Chris Hackley (2013), Marketing in Context
In Assignment 2, your task focuses on Chris Hackley (2013), Marketing
in Context. You need to provide a ‘review discussion’ of at least one
chapter in Hackley (2013). Start by reading all of Hackley (2013), which has
seven chapters. Also read the references for each chapter. A sense of the whole
book will help you make a decision of how to proceed with the ‘review discussion’ of at least one
chapter in Hackley (2013). You want to be an‘active reader’ of the book. That
is, as you read, stop frequently to summarize the argument, to note
particularly clear statements of the book’s argument or
purpose, and to describe your own responses.
The notes you take in reading Hackley
(2013) will be part of this process. But you need to provide more than a
summary of Hackley (2013). There needs to be an evaluation. You are asked to
make a judgment. Second, book reviews appear in both academic journals and
national newspapers. The reviewer is making an assessment of the book drawing
on his/her knowledge of other writings (by the author of the book and other
authors) on the topic. What are the author’s key arguments? How clear is the
structure of the text? Are the examples appropriate? Does the author make a
contribution to the topic? How does it compare to what others have written? Who
might wish to read it? What are the strengths and weaknesses of the text? What
is your overall assessment? These are questions relevant for Assignment 2.
However, the review of a single book tends
to be less than 1,000 words. Your ‘review discussion’ task (at 2,250 words) is longer than conventionally associated with
the review of a single book. The MN1305 ‘review discussion’ task draws
on the tradition of a review of several (3-5) books on a similar topic. It
would be unfair if we asked MN1305 students to provide a comparative review of
3-5 books as one of your first writing tasks.
Thus you are being asked to draw particular
attention to at least one chapter in Hackley (2013). By way of illustration,
the following are sample chapter combinations:
1.
Chps 1-7 (entire book):
Advantage that you have greater scope to advance the ‘review discussion’. Helmus, T.,
Paul, C., and Glenn, R. (2007) might be more point of comparison.
2.
Chp 1(introduction): There is
an opportunity – indeed a requirement – to make comparisons with the Chp 1 of other marketing texts.
3.
Chps 1 & 7 (introduction
and conclusion): A compromise between all the chapters and only the
introduction.
4.
Chps 3, 4 & 5 (three
chapters with ‘ideology’ in the title): There is an opportunity to explore the use of
ideology in a book on marketing.
5.
Chp 2 (marketing as
communications): Marketing communications is a large area within marketing;
there is an opportunity to address the role of social media.
6.
Chp 6 (consumer agency and
brand culture): The intersection of branding and popular culture raises
important questions on consumption practices.
Draw on the relevant literature, which is
the level of reading component of your assessment. This includes identifying
key writers and any dilemmas or debates. There is an expectation of at least a
half-dozen relevant articles or books being used to support your ‘review
discussion’
.
Do consult the references in Hackley (2013); also use the index in
Hackley (2013) for the cross-referencing of corporate examples.
In addition to the relevant literature,
your own examples are useful. Diagrams or other visual material can be used to
support your ‘review discussion’. You are reminded that intellectual qualities expressed, structure
and organization, and writing style continue to be used as assessment criteria.
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