MG1122 Marketing Communications Assignment 2 Essay – University College Cork

Assignment

Drawing from theory, and examples, discuss the influence marketing communications has on society in reference to the EU Sustainable Development Goals (SDG).

You must critically discuss the role of marketing communications in society

An extensive literature review/research (comprised of journal articles, book chapters etc) which goes beyond the topics discussed in-class See chapter uploaded on Canvas as a starting point Answers may touch upon the SDG but are not limited to:

• advertising
• capitalist ideology
• sexism
• gender stereotypes
• sexualization
• objectification
• materialism
• social media and digital marketing
• digital culture
• vulnerability
• compliance
• collaborative consumption
• identity and consumer culture
• individual and self
• brand community
• political marketing
• anything you find most interesting or relevant (if in doubt run it by me)

Critical thinking on the subject matter must be evident and ideas communicated in a clear a compelling way Essay must be supported with 5-10 original photographs of marketing communication in action (time, date, location must be provided) The use of original examples, graphs, diagrams, screen shots of adverts on Youtube etc are encouraged Correct and accurate APA style referencing required Submissions cannot exceed 3,000 words (ex. Bibliography)

Referencing:

Correct and accurate APA style referencing required for assignment 2

Examples:

• O’Sullivan, S. R., Richardson, B., & Collins, A. (2011). How brand communities emerge: The Beamish conversion experience.Journal of Marketing Management, 27(9-10), 891-912.
• O’Sullivan, S. R. (2015). The market maven crowd: Collaborative risk‐aversion and enhanced consumption context control in an illicit market.Psychology & Marketing, 32(3), 285-302. https://apastyle.apa.org/style-grammar-guidelines/references/examplesLinks to an external site.

Submission & Formatting Guidelines:

Please note the following in relation to assignment submission:

• Assignments should be typed and submitted as a pdf.
• They should use a minimum of 12pt font size.
• The complete document should be named “ABXXXX_*your name_AssignmentX*. (e.g.: MG1122_JBloggs_Assignment1).
• The final assignment must be submitted via Canvas using the relevant assignment submission portal.
• All assignments will be checked for plagiarism using Turnitin.

Required Reading

• Blakeman, R. (2013). Nontraditional media in marketing and advertising. SAGE.
• Cova, B. (1997). Community and consumption: Towards a definition of the “linking value” of product or services. European Journal of Marketing, 31(3/4), 297-316.
• Canniford, R. (2011). How to manage consumer tribes. Journal of Strategic Marketing, 19(7), 591-606.
• O’Sullivan, S. R., Richardson, B., & Collins, A. (2011). How brand communities emerge: The Beamish conversion experience. Journal of Marketing Management, 27(9-10), 891-912.
• Muniz Jr, A. M., & O’guinn, T. C. (2001). Brand community. Journal of consumer research, 27(4), 412-432.
• Davies, G., Rojas-Méndez, J. I., Whelan, S., Mete, M., & Loo, T. (2018). Brand personality: theory and dimensionality. Journal of Product & Brand Management.
• Egan, J. (2007). Marketing communications. Cengage Learning EMEA.
• Eagle, L., Dahl, S., Czarnecka, B., & Lloyd, J. (2014). Marketing communications. Routledge.
• Elliott, R., & Wattanasuwan, K. (1998). Brands as symbolic resources for the construction of identity. International journal of Advertising, 17(2), 131-144.
• Hémar-Nicolas, V., & Rodhain, A. (2017). Brands as cultural resources inchildren’s peer culture. Consumption Markets & Culture, 20(3), 193-214.
• Hackley, C., & Hackley, A. R. (2019). Advertising at the threshold: Paratextual promotion in the era of media convergence. Marketing Theory, 19(2), 195-215.
• Burns, D. J., & Fawcett, J. K. (2012). The Role of Brands in ConsumercCulture: Can Strong Brands Serve as a Substitute for a Relationship withGod?. Journal of Biblical Integration in Business, 15(2).
• Hackley, C. (2009). Theorizing Advertising: Managerial, Scientific and Cultural Approaches. The SAGE Handbook of Marketing Theory, 89. (Uploaded in canvas)
• O’Sullivan, S. R., & Shankar, A. (2019). Rethinking marketplace culture: Play and the context of context. Marketing Theory, 19(4), 509-531.
• Keller, K. L. (2001). Building customer-based brand equity: A blueprint for creating strong brands (pp. 3-27). Cambridge, MA: Marketing Science Institute.
• Phillips, B. J., McQuarrie, E. F., & Griffin, W. G. (2014). How visual brand identity shapes consumer response. Psychology & Marketing, 31(3), 225-236.
• Pike, S., Gentle, J., Kelly, L., & Beatson, A. (2018). Tracking brand positioning for an emerging destination: 2003 to 2015. Tourism and Hospitality Research, 18(3), 286-296.
• YU, M., ABIDIN, S. B. Z., & SHAARI, N. B. (2024). Effects of brand visual identity on consumer attitude: a systematic literature review
• Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business horizons, 52(4), 357-365.
• Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15-27.
• Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017). Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics, 34(7), 1177-1190.
• O’Sullivan, S. R. (2015). The market maven crowd: Collaborative risk‐aversion and enhanced consumption context control in an illicit market. Psychology & Marketing, 32(3), 285-302