Chris Hackley (2013), Marketing in Context

  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’

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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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