You will have noticed that, on Canvas, for each session there has been at least one additional reading related to that session’s topic/corresponding chapter from the textbook. Please choose ONE of the additional readings to form the basis of this element. Challenge Reads are also permitted. You are to write a critical analysis or evaluation of that additional reading, keeping in mind the various concepts we have been learning about together. Specifically, you are to follow a structured approach to analyse high-level arguments and produce a critical analysis, demonstrating your knowledge and understanding of key marketing principles and practices discussed throughout this course.
You must address the following:
What is the purpose of the article? What is the author’s argument in this piece?
If your chosen piece does not feel ‘argumentative’, ask yourself what point is the author(s) trying to make and why is this point necessary. Focus on the effectiveness and relevance of the arguments/points.
What is the evidence and methodology for this argument?
How does the author construct their argument? Consider the data, evidence and/or logic they present to make their case.
What are the limitations of the author’s work?
Consider whether a study may be biased (or not) in any way, what further questions or problems it raises or what potential gaps in empirical knowledge and issues need to be addressed.
What does this piece, and its main arguments, teach us about marketing in general and the course session it relates to specifically?
If the article is more than 2 years old, then you will need to also explain its relevance to contemporary marketing practices.
The word Limit is 1500(+/- 10%)
The list of readings are:
Chan 2023: Can Lab-Grown Diamonds Really Go Mainstream?
Permalink: https://www.vogue.co.uk/article/pandora-lab-grown-diamondsLinks to an external site.
Why we chose it: because Pandora and diamonds are discussed this week
Heckert 2023: How a ticket from Michael Jordan’s Chicago Bulls debut became priceless
Permalink: https://www.espn.com/nba/story/_/id/35783463/michael-jordan-chicago-bulls-ticket-first-gameLinks to an external site.
Why we chose it: because price and value are subjective, and this article captures that well.
Subramanian 2021: Food fraud and counterfeit cotton: The detectives untangling the Global Supply Chain
Permalink: https://www.theguardian.com/news/2021/sep/16/food-fraud-counterfeit-cotton-detectives-untangling-global-supply-chainLinks to an external site.
Why we chose it: this article gives you a good picture of just how complex supply chains really are
Wagstaff 2023: Food aid supply chains rely on a surplus – here’s what happens during a shortage
Permalink: https://theconversation.com/food-aid-supply-chains-rely-on-a-surplus-heres-what-happens-during-a-shortage-201355Links to an external site.
Why we chose it: Not everyone has regular access to food, and their needs are just as valid as anyone else’s
Zhang 2023: Cryptopricing: Whence comes the value for cryptocurrencies and NFTs?
Permalink: https://onesearch.library.northeastern.edu/permalink/01NEU_INST/87npqb/cdi_gale_infotracacademiconefile_A741588873Links to an external site.
Why we chose it: we want you to think about the relationship between price, value, and innovation
Burton et al. 2023: Positioning a controversial product: how Australian retailers are positioning e-cigarettes as ‘healthy’
Permalink: https://onesearch.library.northeastern.edu/permalink/01NEU_INST/1jo8mhm/cdi_crossref_primary_10_1080_0965254X_2023_2218874Links to an external site.
Why we chose it: because e-cigs/vapes are very popular, and tobacco is not.
Massi et al. 2023: Authentic omnichannel: Providing consumers with a seamless brand experience through authenticity
Permalink: https://onesearch.library.northeastern.edu/permalink/01NEU_INST/87npqb/cdi_proquest_journals_2822476849Links to an external site.
Why we chose it: because omnichannel retailing is the future
Short 2024: The US invented shopping malls, but China is writing their next chapter
Permalink: https://theconversation.com/the-us-invented-shopping-malls-but-china-is-writing-their-next-chapter-220181Links to an external site.
Why we chose it: because malls are a key topic in our retail lecture
Aramova et al. 2023: Reader and author attitudes towards brand placement in fiction
Permalink: https://onesearch.library.northeastern.edu/permalink/01NEU_INST/87npqb/cdi_informaworld_taylorfrancis_310_1080_02650487_2022_2120691Links to an external site.
Why we chose it : because product placement in fiction is less well-known than in film/tv.
ASA 2023: Influencers’ guide to making clear that ads are ads
Permalink: https://www.asa.org.uk/static/790d2e01-e3f8-4fea-b3c99ef91a9f04dc/Influencerguidance2023v4-FINAL.pdfLinks to an external site.
Why we chose it: the ASA (Advertising Standards Authority) are very good at cracking down on nonsense. Here, they are taking a helpful approach.
Brown-Devlin 2022: Examining the role of social media, employee voice, and the National Football League’s organizational response to NFL athlete racial justice protests
Permalink: https://onesearch.library.northeastern.edu/permalink/01NEU_INST/87npqb/cdi_crossref_primary_10_1177_2046147X221081174Links to an external site.
Why we chose it: the NFL has a lot they need to sort out
Elmore 2023: Selling to soldiers: warrior hero masculinity and missing military women in Stars and Stripes’ Iraq war advertising
Permalink: https://onesearch.library.northeastern.edu/permalink/01NEU_INST/87npqb/cdi_informaworld_taylorfrancis_310_1080_14680777_2023_2201400Links to an external site.
Why we chose it: because we have a lot of American students coming through NU London.
Stürmer and Einwiller 2023: Is this advertising or not, and do I care? Perceptions of and opinions regarding hybrid forms of content.
Permalink: https://onesearch.library.northeastern.edu/permalink/01NEU_INST/87npqb/cdi_crossref_primary_10_1080_13527266_2022_2154065Links to an external site.
Why we chose it: because maybe you do not care if someone is an ad or not
Thomsen 2023: “Not the company we thought it was.” Southwest Airlines’ attempt at image repair during its October 2021 flight cancellation crisis
Permalink: https://onesearch.library.northeastern.edu/permalink/01NEU_INST/87npqb/cdi_gale_infotracmisc_A744944201Links to an external site.
Why we chose it: a lot of our students have strong (usually negative) feelings about this airline
