ethical marketing
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Module Code |
MAN00020I |
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Module |
Ethical Marketing |
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Module Leader |
Dr Nadina Luca |
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Assessment |
Open Summative |
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Maximum Word Count |
3000 (excluding appendices, tables, diagrams, ethics forms and references) |
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Release Date |
Spring term 2019-20 |
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Submission Date |
11am, Tuesday 28 April 2020 |
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Weighting |
100% |
Important information.
A penalty of five marks will be deducted for late submissions that are made within the first hour after the deadline. Submissions that are more than one hour late but within the first 24 hours of the deadline will incur a penalty of ten marks. After the first 24 hours have passed, ten marks will be deducted for every 24 hours (or part thereof) that the submission is late for a total of 5 days. After 5 days it is treated as a non-submission and given a mark of zero. The consequences of non-submission are serious and can include de-registration from the University.
If you are unable to complete your open assessment by the submission date indicated above because of Exceptional Circumstances you can apply for an extension. If unforeseeable and exceptional circumstances do occur, you must seek support and provide evidence as soon as possible at the time of the occurrence. Applications must be made before the deadline to be considered.
Full details of the Exceptional Circumstances Policy and claim form can be found here: https://www.york.ac.uk/students/studying/progress/exceptional-circumstances
If you submit your open assessment on time but feel that your performance has been affected by Exceptional Circumstances you may submit an Exceptional Circumstances Affecting Assessment claim form by 7 days from the published assessment submission deadline. If you do not submit by the deadline indicated without good reason your claim will not be considered.
Please take proper precautions to safeguard your work and remember to make backup copies of your data. The University provides all its students with storage space on the University server and you should save and back up any work in progress on this server on a regular basis. Computer failure and theft of your equipment or storage media are not considered exceptional circumstances and extensions cannot be granted for work lost for these reasons.
Word count requirements
The word count for this assignment is 3000 words.
You must state on the front of your assignment the number of words used and this will be checked.
The main text for this assignment must be word-processed in Arial, font 12, double spacing, minimum 2cm margins all around.
You must observe the word count specified in this assignment brief. The School has a policy of accepting variations to the recommended word count of plus or minus 10%.
What does this mean for you?
Markers will mark your work up to the word count maximum plus 10% and then will stop marking; therefore all words which are in excess of the word count plus 10% will not be marked.
Where your word count is more than 10% below that specified, it is likely that this will result in a lack of analytical depth or relevant content, which will be reflected in the mark assigned.
What is in the word count?
The word count includes:
- the main text, including in-text reference citations and quotations.
The word count does not include:
- Appendices.
These may be used to include supporting data, which may be too detailed or complex to include as a Table. They are not a device to incorporate material, which would otherwise cause you to exceed the word limit.
- Title page
- Contents page
- Abstract/executive summary
- Tables, figures, legends
- Reference lists
- Acknowledgements
Summative Assessment
Introduction and Learning Objectives
Please read this entire document before starting the assignment. If there is anything you do not understand then please contact the module leader. The purpose of the assignment is to assess your knowledge and understanding of the materials covered in the module and your ability to apply the theories and concepts to a highly complex and dynamic area of marketing.
Summative assessment outline
Choose an existing organisation involved in or related to one of the following areas: the corporate sector, or the public sector (e.g. a governmental agency, a public service, a local authority etc.), or the non-governmental/non-profit sector (e.g. an organisation such as WWF, Oxfam, World Vision UK, UNICEF, Age UK, etc.).
This is a 3000 word ethical consulting report analysing the ethical challenges facing one of the organisations you have chosen from the list above. This report may build upon the research proposal that you developed in your formative assignment.
· Using theories and concepts from both the taught element and your wider reading analyse the organisation’s current marketing approach from an ethical marketing perspective.
· Identify a key social or environmental/ecological challenge that the organisation needs to respond to and collect primary data to gain additional information on the organisation’s case (e.g. explore customers/employees/managers/other stakeholders’ views; analyse the consumers’ views regarding the organisation’s ethical efforts; analyse the organisation’s responses to consumers/other stakeholders’ views). Examples of challenges that organisations may be facing are included in the formative assignment brief.
· Based on your analysis of the secondary and primary data, develop a new ethical marketing strategy for your chosen organisation and provide recommendations on how to tackle this challenge drawing upon ethical marketing concepts.
· You are required to collect primary data for this report. You will need to follow the University of York ethical research guidance, provide a complete ethics form and gain informed consent from your participants in the research. Your ethics form must be reviewed by your module leader before you conduct your research. It is essential that you submit this with your formative assignment. The templates for ethics, consent forms and participant information sheet are available on the VLE. The complete ethics form, consent form and participant/project information sheet should be included as appendices.
Please note your references, tables, diagrams and appendices do not count towards the 3000 word count.
The task above is to critically examine the marketing approach of one organisation of your choice from an ethical marketing perspective and provide a new ethical marketing strategy. Ethical marketing concepts and theories that you may use include but are not limited to: ethical theory, socio-ecological context, triple bottom line, value creation, corporate social responsibility, social marketing and sustainability approaches; ethical consumption theories concepts such as consumer-citizen, empowerment and resistance, vulnerability etc.
· Collect evidence from a range of sources (including academic, market reports, respected newspapers etc.) on the ethical marketing approach of your chosen organisation.
· Analyse this evidence using the academic theories, concepts and models covered in the taught programme and from your wider academic reading including resources from the reading list.
· From this critical analysis consider what questions arise and what type of primary data you need to help you answer those questions.
· Collect primary data to gain additional information on the issue that your report is aiming to address.
· Based on the analysis of the data from primary and secondary sources, reflect on the implications for the development of ethical marketing approaches in the organisation.
· Make recommendations based on your analysis. Recommendations for changes in marketing practice and strategy should be made from a perspective of improved levels of ethical marketing performance. These recommendations should stem from the analysis.
You may incorporate your mid-term (formative) research information where relevant.
An answer should include the following:
· Cover sheet with the name of the organisation and subject focus.
· A full contents index (and related page numbers).
· Executive summary/abstract (a short summary of the report; one page max.).
· Introduction: the importance of ethics in marketing in a global context with definitions of key concepts (e.g. sustainability, ethics, etc.) and some reflection on the factors that influenced the development of ethical marketing.
· Background:
· Introduction to your selected organisation and context information (e.g. socio-ecological problems relevant to the organisation, stakeholders).
· The work should provide an overview of the ethical considerations relevant to the organisation analysed including discussion of the social, environmental aspects and the consumer context. It should then focus on one challenge (e.g. social or environmental/ecological).
· Research aims: Identify the area where more information is needed (e.g. potential questions here may include: what is the consumers’ view of the organisation’s practices? What type of pro-environmental measures would be supported by consumers? What are the barriers to ethical/sustainable consumption? How are ethical marketing policies implemented in the organisation? etc.). These are only a few examples; the question(s) will depend on the focus of your analysis and the organisation’s context).
· Methods: justify the research approach to collect primary data e.g. why quantitative or qualitative, which data collection method (e.g. interviews/survey/observations etc.) and how data was analysed.
· Findings: Analysis of the primary data collected.
· As mentioned above, the work should illustrate application of ethical marketing concepts. These could include but not be limited to: ethical theories; ethical consumerism frameworks; socio-ecological context; triple bottom line; value creation; corporate social responsibility; social marketing and sustainability approaches; sustainability marketing mix; issue literacy; ethical consumption theories concepts such as consumer-citizen, empowerment and resistance, vulnerability etc.
· Make recommendations from your analysis regarding an improved ethical marketing approach/strategy for the organisation. Recommendations should be realistic and informed by evidence. This part of the answer should also utilise the theories discussed above.
· Conclusions
· The work should show evidence from a range of sources (journals, think tank reports, NGO reports, sustainability reports etc.) on the ethical marketing approaches and performance in the chosen organisation.
· Appendices should include completed ethics form, consent form and participant information sheet (for interviews/observation); questionnaire (in case you conducted a survey); interview guide; excerpts from the interviews; excerpts from the survey data; examples of the data that you analysed etc.
You can choose an organisation from any sector and any global region, but you need to ensure you can find data on this organisation.
Assessment Marking Criteria
The work should be a rigorous, researched critical discussion of the issues (e.g. it does not suffice to reproduce content from the corporate social responsibility reports of the organisation; you are expected to critique their existing approach using relevant theory and literature). Marks will be based, in part, on the evidence of research (both primary and secondary), the use of references and the application of ethical marketing theory to problem solving for an organisation operating in a highly complex and dynamic world. It is crucial that all sources and information used in your text should be referenced. The reference list should be at the end of the report. It is also essential that any material directly quoted from published works is placed in quotation marks and that the page number is included in the in-text reference where the quoted material appears, e.g. (Krugman, 2008:46).
Please also note 3000 words is the recommendation plus or minus 10%.
Your report should follow the conventions of academic writing, must be fully referenced using the Harvard system and will be assessed according to the criteria set out in the School’s Assessment Policy, available on Yorkshare.
Warning: Scripts which show poor referencing will lose a substantial amount of marks.
You must not collude in the writing of your report.
The report will be marked according to the following criteria:
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THE YORK MANAGEMENT SCHOOL |
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Student number: |
Module title: Ethical Marketing |
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Generic criteria |
Module specific learning outcomes relevant to this assessment |
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G1
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Argument |
S1 |
Critically apply ethical marketing concepts to a range of organisational types to enhance marketing decision making.
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G2 |
Structure |
S2 |
Produce logical, coherent and structured arguments supported by relevant evidence.
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G3 |
Use of sources |
S3 |
Ability to synthesise a range of ethical marketing theories and concepts and data from various sources.
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G4 |
Referencing |
S4 |
Ability to write a concise fully referenced academic report using relevant library and company resources.
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G5 |
Presentation |
S5 |
Demonstrate ability to conduct research into business, marketing and management issues and present ideas in an academic report.
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Comments on assessment criteria |
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Suggestions for improvement |
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Date:
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Signature 1st marker
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Initials 2nd marker |
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Generic Assessment Criteria |
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ARGUMENT inc CRITICALITY |
STRUCTURE |
USE OF SOURCES inc. QUOTATIONS |
REFERENCING |
PRESENTATION |
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1st 70-100 |
· Answers the question set fully and thoughtfully linking their answer to broader discussions in the discipline and/or developing new perspectives on the question · Articulates a clear position on the issue · Presents a strong, focused argument, well supported by impressive analysis and evidence · The points being made are clear and convincing for the reader throughout the work |
· Has an engaging introduction that contextualizes the issue, states the subject and the focus of the work and line of argument that will be taken · Has well-structured paragraphs, that have one main idea and strong supporting material · Has good links between paragraphs that result in work that flows well · Has a powerfully convincing conclusion |
· Understood and integrated complex and/or theoretically sophisticated material into their own work. · Demonstrated excellent independent research skills by sourcing additional scholarly material relevant to topic · Has used direct quotations only when absolutely necessary · Paraphrased sources well and integrated points into their own argument to good critical effect rather than describing position of others
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· The reference format (in-text citation and Reference List) is used accurately throughout · Formatting of Reference List correct
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· No spelling or grammatical errors · Appropriate tone and use of language · Correct punctuation
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2:1 60– 69 |
· Answers the question set clearly and in sufficient detail · Articulates a clear position on the issue · Presents an argument with relevant analysis and supporting evidence · The points being made are clear to the reader · Other perspectives on the issue are acknowledged even if criticality is not fully present |
· Has a clear introduction that states the subject and purpose of the work and line of argument that will be taken · Has well-structured paragraphs that have one main idea and supporting material · Links between paragraphs are there but could be stronger · Has a clear conclusion which brings together the main points and answers the question |
· Demonstrates understanding of arguments and esp. critiques found in source material & integrated them well into own argument. · Has included additional material into their paper to strengthen analysis or broaden understanding · Good use of paraphrasing · Direct quotations used, but linked well to points being made
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· The reference format (in-text citation and Reference List) is used accurately - except for a few minor errors of formatting
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· One or two minor spelling and grammatical errors · Appropriate tone and use of language · Correct punctuation
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2:2 50- 59 |
· Mostly answers the question set– some irrelevance · Presents a basic argument with some analysis but predominantly contains description / summary and little or no criticality · The points being made can be followed with some effort |
· Has an introduction that states the subject and argument of the work, but is not totally clear · Has separate paragraphs that have one main idea and some supporting material · Some links between paragraphs work · Has a conclusion which repeats the main points |
· Demonstrates understanding of the arguments used in source material · Has used and integrated the recommended reading well. · Tendency to be over-reliant on direct quotations rather than paraphrasing, breaking the flow of their writing and argument |
· The reference format (in-text citation and/or Reference List) has consistent and/or frequent errors |
· Mostly accurate spelling and grammar usage but needs careful proofreading – a few careless errors · Shows a reasonable grasp of academic style and vocabulary |
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3rd 40-49 |
· Addresses the question but in a roundabout way and/or goes off on a tangent · The argument is not clear with more summary and “telling the story” than analysis · The point of the work becomes lost in places |
· It is difficult to discern the focus of the work in the introduction · Has poor paragraph development – main ideas are left undeveloped or there is more than one main idea in paragraphs · Links between paragraphs are absent or not clearly stated · Has a conclusion with little detail / unclear |
· Basic understanding of source material · Insufficient sources used, with the effect of being over-reliant on a few or poor-quality sources. · Frequent use of direct quotations to the point of distraction for the reader
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· The reference format (in-text citation and Reference List) is not Harvard and/or is used inaccurately · Marker not confident that secondary citations are accurately presented
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· Uses language which occasionally gets in the way of meaning or is not appropriate to the audience · Frequent spelling and grammatical errors |
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CF 30-39 |
· Fails to answer the question set · No evidence of an argument or any use of evidence · The point of the entire work is confused · Fragments of disconnected material, no one perspective established |
· Has an introduction which is confused or serves little purpose for the reader · Has little sense of paragraphing – paragraphs are too long or too short – main ideas and supporting material are confused · Has a conclusion that does not round the work off but raises more issues |
· Has not demonstrated sufficient grasp of source material · Poor judgment in selecting sources – poor quality and/or non-scholarly · Work is dominated by direct quotations with short passages of commentary in between |
· The reference format (in-text citation and Reference List) is not Harvard and/or is used inaccurately · Marker not confident that secondary citations are accurately presented · Missing items from the Reference List
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· Uses language which often gets in the way of meaning and/or is entirely inappropriate for an academic piece of work · Frequent spelling and grammatical errors |
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F 0-29 |
· Does not address the topic or answer the question · No argument or evidence provided · There does seem to be any real point to the work or it answers an entirely unrelated question |
· No introduction in the accepted sense · Little attempt to organise into paragraphs – very confused · No conclusion |
· Little evidence of understanding source material · Poor judgment in selecting sources – poor quality and/or non-scholarly · Reliant on Wikipedia or lecture notes for construction of work · Work is almost entirely made up by direct quotations or bullet points
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· The reference format (in-text citation and Reference List) is not Harvard and/or is used inaccurately · Marker not confident that secondary citations are accurately presented · Missing items from the Reference List |
· Sentences that cannot be understood · Student should be counseled re use of academic English and referred for specialist help. |
END OF ASSESSMENT TASK
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