1 st section: Summary/introduction (one third of paper)
Introduce The global consumer using the 4 papers. (This should be one third of the paper). Give an understanding of The Global Consumer is initially about from looking at the 4 papers and your knowledge.
Final section: Critical review of papers (two thirds of paper)
Only focus on 3-4 themes across all four papers
My suggested themes (Only need 3 to 4 themes though) – Might be useful in writing.
The Hybrid Consumer
Homogenous Consumer
Youth culture
Rural and urban
Technology
Understanding of the assignment
Critically doesn’t have to be negative, it can be positive. Criticism can also be natural bringing together different perspectives and reflecting on what different perspectives mean.
Justification of points being made is crucial. Justify the critical themes with personal experience (when referring to personal experience for me to talk in the first person). Intertwine marketing insights and knowledge to show understanding of marketing subject throughout essay.
What position you have taken in the topic chosen?
Where you stand in the different techniques and arguments made in essay?
Write points concisely.
Need to be clear and understandable to those marking it.
Reference list important (Harvard).
All about the quality of the critical points not the quantity. Need between 3 and 4 key critical comments in critic part of essay. Need to decide what points are the strongest thematically issues coming across the reading of the 4 papers. Need to build a critical narrative of each of the themes. Looking for themes that cross-cut, that doesn’t necessarily mean that all 4 papers have to contribute to that or be talking about it. Something that you feel is cross cutting and important at that broader strategic level of the topic.
Part of the subject you selecting points you feel relevant, no right or wrong. Its part of the questions or the interesting idea’s that come to you talking through it.
Needs to move from descriptive style of writing to critical style where you put forward the different perspectives and then bring yourself into it. Need to give understanding of what it means to me. I should be able to compare and contrast the papers but its then what do these themes what does the topic (the global consumer) mean to me as an individual as a marketer, for different industries, for society more broadly. Consider how the issues are important from my view (a marketer).
1st sections: Introduction
Introduce chosen topic (The Global Consumer) papers are the evidence base, which this will be undertaken. How do I explain my knowledge through the use of these papers. What is this topic about? What are the key issues? Must refer to all 4 papers in the introduction.
Final section: Critical analysis
Present analysis of 3-4 themes across all 4 papers identified. Need to describe your understanding, knowledge and process in which you have gone around identifying this theme. How the evidence has demonstrated the cross cutting and important nature of the theme? Then you bring in the different perspectives from the different papers in. Then you bring yourself into it. (Harvard referencing in text is need within critical section in essay).
Suggested themes
The Hybrid Consumer
Homogenous Consumer
Youth Culture
Rural and urban
Technology
