Purpose: In this project, you will assess marketing from a business perspective. Specifically, you will complete research and use the course material to discuss a product, brand or industry, discuss how the product is suited to marketing of a particular company. You will also learn about the responsibilities of marketers in relation to ethics.
Outcomes met by completing this project:
1. identify ethical issues that arise in domestic and global business environments using an understanding of ethical concepts and of legal and business principles
How to Set Up the Paper
Create a Word or Rich Text Format (RTF) document that is double-spaced, 12-point font. The final product will be between 6-8 pages in length excluding the title page and reference page. Write clearly and concisely.
Instructions:
The five “conceptions of a consumer†presents a framework for examining and organizing the purchase decision process of consumers. Thus, the framework presents an opportunity to examine the responsibility of the marketer to consider the ethical ramifications to its consumer base, i.e. Corporate Social Responsibility. The following 5 conceptions are defined and explained in the Business Ethics Workshop, eBook, Chapter 12.
1. The wary consumer
2. The contracting consumer
3. The protected consumer
4. The renegade consumer
5. The capable consumer
Course Material and Research
This project requires you to do research on the Internet. You are expected to use course material going beyond defining terms. You are expected to explain the ‘why and how’ of a situation. Avoid merely making statements but close the loop of the discussion by explaining how something happens or why something happens, which focuses on importance and impact. In closing the loop, you will demonstrate the ability to think clearly and rationally showing an understanding of the logical connections between the course material and the question(s) being asked. Using one or two in-text citations from the course material throughout the entire paper will not earn many points on the assignment. The support must be relevant and applicable to the topic being discussed. Points are not earned for mentioning a term or concept but by clearly and thoroughly explaining or discussing the question at hand.
Your Role
As consumers we can define our attitudes and acceptance or rejection of advertising based upon our perceptions and experience. But as students of Business Management, we are called upon to examine the topic more in depth and from a corporate perspective. Project 2 will address the following questions from the perspective of a business owner or chief marketing officer.
As consumers we can define our attitudes and acceptance, or rejection of advertising based upon our perceptions and experience. As business students, we are called upon to examine the topic more in depth and from a corporate perspective. Project 2 will address the following questions from the perspective of a business owner or chief marketing officer so make sure to write from one of these two perspectives.
Use this link: Project 2 Templateto complete this project.
Review the Paper
Read the paper to ensure all required elements are present.
The following are specific requirements that you will follow. Use the checklist to mark off that you have followed each specific requirement.
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Checklist |
Specific Project Requirements |
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Proofread your paper |
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Read and use the grading rubric while completing the project to ensure all requirements are met that will lead to the highest possible grade. |
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Third person writing is required. Third person means that there are no words such as “I, me, my, we, or us†(first person writing), nor is there use of “you or your†(second person writing). If uncertain how to write in the third person, view this link: http://www.quickanddirtytips.com/education/grammar/first-second-and-third-person. |
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Contractions are not used in business writing, so do not use them. |
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Paraphrase and do not use direct quotation marks. Paraphrase means you do not use more than four consecutive words from a source document. Instead put a passage from a source document into your own words and attribute the passage to the source document. Not using direct quotation marks means that there should be no passages with quotation marks and instead the source material is paraphrased as stated above. Note that a reference within a reference list cannot exist without an associated in-text citation and vice versa. You may not use more than four consecutive words from a source document, as doing so would require direct quotation marks. Changing words from a passage does not exclude the passage from having quotation marks. If more than four consecutive words are used from source documents, this material will not be included in the grade and could lead to allegations of academic dishonesty. |
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You are expected to use the research and weekly course materials to develop the analysis and support the reasoning. There should be a robust use of the course material along with thorough analysis of potential location information. Materials used from a source document must be cited and referenced. A reference within a reference list cannot exist without an associated in-text citation and vice versa. Changing words from a passage does not exclude the passage from having quotation marks. If more than four consecutive words are used from source documents, this material will not be included in the grade and could lead to allegations of academic dishonesty. |
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Use in-text citations and provide a reference list that contains the reference associated with each in-text citation. |
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You may not use books in completing this problem set unless part of the course material. Also, do not use a dictionary or Wikipedia. |
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Provide the page or paragraph number in every in-text citation presented. If the eBook does not have pages, provide the chapter title and topic heading. If using a video, provide the minutes and second of the cited material. |
Jermaine Byrant
Nicole Johnson
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