The third piece of work must be submitted after the beginning of the spring term to allow Xmas holidays for completion. It will be an essay of no more than 4000 words excluding references and appendices entitled ‘Critical Marketing’. The precise approach you take in this essay is for you to decide. It must not be a company case study. The essay should express your ideas on what critical marketing means, drawing on the course material and the course text book, and on any other relevant works including the articles you read for the first essay. It can draw on some of the ideas from the first essay but unlike the first essay this is not a critique of a published paper but an original piece of work of your own. You should discuss possible titles and scope with the lecturer.
You might, for example, discuss the relevance or helpfulness of particular critical perspectives, or you might engage with the idea of critical marketing in general and evaluate the ideas you see as key. You might choose to use some critical marketing concepts to critique a particular marketing theory or theories. The essay must be fully referenced Harvard style. At the most basic level, the essay can rehearse course and text book material and refer to some articles to offer a general outline of key perspectives in critical marketing. At a more advanced level the essay might engage critically with the idea of critical marketing itself, discussing its implications for marketing practice and management education.
The third essay MUST draw on and refer to the course material and course text book, and credit will be give for also referring to other published academic work in addition. It must show evidence that you have understood the material and that you can develop your own arguments. Arguments must be logically and clearly expressed and supported with evidence, citations to other work and careful reasoning.
Submission deadline is 23rd January 2014 2PM PG office
Suggesting reading list
Essential Text
Hackley, C. (2009) Marketing- A Critical Introduction, London, Sage.
Useful additional texts
Brown, S. (1995) Postmodern Marketing, London, ITBP
Brownlie, D., Saren, M., Wensley, R. and Whittington, R. (Eds) (1999) Re-Thinking Marketing: Towards Critical Marketing Accountings, London, Sage
Ellis, N., Fitchett, J., Higgins, M., Jack, G., Lim, M., Saren, M. & Tadajewski, M. (2011). Marketing: A Critical Textbook. London: Sage.
Leiss, W., Kline, S., Jhally, S. and Botterill, J. (2005) Social Communication in Advertising: Consumption in the Mediated Marketplace, Third Edition. London: Routledge.
Maclaran, P., Saren, M., Stern, B. and Tadajewski, M. (eds.) (2009) The SAGE Handbook of Marketing Theory. London: Sage.
Tadajewski, M. and Brownlie, D. (2008) (Eds) Critical Marketing-Issues in Contemporary Marketing, London, Wiley
Tadajewski, M. and Maclaran, P. (eds.) (2009) Critical Marketing Studies, Three Volumes. London: Sage.
Tadajewski, M., Maclaran, P. Parsons, E. & Parker, M. (eds.) (2011) Key Concepts in Critical Management Studies. London: Sage.
Zwick, D. and Cayla, J. (eds.) (2012) Inside Marketing: Practices, Ideologies, Devices. Oxford: Oxford University Press.
Useful additional articles (for a more comprehensive selection see Mark Tadajewski’s list on Moodle)
Brownlie, D. (2006) ‘Emancipation, Epiphany and Resistance: On the Underimagined and Overdetermined in Critical Marketing’, Journal of Marketing Management 22: 505–528.
Burton, D. (2001) ‘Critical Marketing Theory: The Blueprint?’, European Journal of Marketing 35(5/6): 722–743
Catterall, M., Maclaran, P., and Stevens, L. (2005) ‘Postmodern Paralysis: The Critical Impasse in Feminist Perspectives on Consumers’, Journal of Marketing Management 21: 489–504.
Catterall, M., Maclaran, P., and Stevens, L. (1999) ‘Critical Marketing in the Classroom: Possibilities and Challenges’, Marketing Intelligence and Planning 17(7): 344–353.
Brownlie, D. and Saren, M. (1992) ‘The Four Ps of the Marketing Concept: Prescriptive, Polemical, Permanent and Problematical’, European Journal of Marketing 26(4): 34–47.
Fournier, V. and Grey, C. (2000) ‘At the Critical Moment: Conditions and Prospects for Critical Management Studies’, Human Relations 53(1): 7–32
Holt, D. (2004) How Brand Become Icons: the principles of cultural branding, Harvard, Mass., Harvard Business School Press.
Maclaran, P. and Tadajewski, M. (2011) ‘A Critical Marketing Perspective on Marketing Education and Theory’, Social Business 1(3): 300–303.
Mingers, J. (2000) ‘What is it to be Critical?’, Management Learning 31(2): 219–237.
Raftopoulou, E. and Hogg, M.K. (2010) ‘The Political Role of Government-Sponsored Social Marketing Campaigns’, European Journal of Marketing 44(7/8): 1206-1227
Wensley, R. (1990) ‘“The Voice of the Consumer?”: Speculations on the Limits to the Marketing Analogy’, European Journal of Marketing 24(7): 49-60.
Online Resources
http://www.corpwatch.org/
http://criticalmanagement.org/
http://www.criticalsociology.org/classroom_tools/index.html
http://www.sutjhally.com/lectures
https://www.adbusters.org/
Royal Holloway MA Marketing blog http://royalhollowaymarketing.blogspot.co.uk/
Other additional sources and readings are provided in the text
Useful academic sources
Advances in Consumer Research (Proceedings of the Association of Consumer Research: downloads are available at www.acrwebsite.org
Some Academic Marketing Journals
European Journal of Marketing
International Journal of Advertising
Journal of Advertising
Journal of Advertising Research
Journal of Consumer Research
Consumption, Markets and Culture
Journal of Marketing Management
Journal of Marketing
Marketing Intelligence and Planning
Qualitative Market Research: An International Journal
Last Completed Projects
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