Assignment Titles:
Students to select one of the essay titles from the four options below:
Option 1 – Service Dominant Logic
Description of the assignment:
Some of the ideas relating to Service Dominant Logic are complex and difficult to understand, but the notion
of customer co-creation is of increasing importance to many industries. Critically discuss marketing using a
service-dominant logic lens. Using examples, evaluate how customers are involved in service systems that
co-create.
Option 2 – Sustainability
Description of the assignment:
It has been suggested that sustainable fashion is an oxymoron (Berger-Grabner, 2018). Critically analyse the
extent to which the fashion industry can be considered sustainable, exploring the potential role of marketers
and consumers in creating a more ethical industry.
Option 3 – Social Marketing
Description of the assignment:
Explain the meaning of the term ‘social marketing’. What are the principal arguments in favour of adopting a
social marketing approach to achieving beneficial social changes? What are the principal problems,
challenges and criticisms that have been identified with respect to social marketing? Illustrate your answer
by referring to the ‘Think!’ campaign (https://www.think.gov.uk/) and the ‘change4life’ campaign
(https://www.nhs.uk/change4life).
Option 4 – Special Topic
Description of the assignment:
Special topic – if students want to investigate Psychology of Social Media as addressed in the guest lecture
during Europe Week, we will structure an essay topic on that theme.
Any specific instructions:
Write this assignment in essay style.
• Provide an introduction that summarises the main themes or ideas in your essay.
• Provide definitions of any key terms
• Provide a minimum of 15 references including at least 6 journal articles – use the Harvard
reference style ensuring you cite references in the text and compile a reference list – see
Studynet for details – https://www.studynet2.herts.ac.uk/ptl/common/LIS.nsf/lis/busharvard
• Critically evaluate – consider both strengths and weaknesses in the arguments and proposals
presented
• Provide a conclusion to the essay that presents your own viewpoint of the arguments and
proposals you have evaluated – You can use first person – ‘I think’.
The main objectives of this assignment are to:
• Investigate a contemporary issue in marketing from a more critical perspective.
• Develop skills in deep reading of texts.
• Help develop your critical evaluation and writing skills.
Mark scheme
The assignment will be marked on two main criteria:
1. Presentation and Structure including Referencing (15%), and
2. Analysis – Development of your argument (85%)