Self-reflection on paradigms in marketing theory

Part 1 

 Self-reflection on paradigms in marketing theory (Word limit: 1,000) Your task is to write a self-reflection on your own ontological and epistemological assumptions and how they shape the way you understand marketing theory. In your reflection, you should consider the three main paradigms we have covered during the module: positivism, interpretivism, and interpretivism, In reflecting on how your ontological and epistemological positions shape the way you understand marketing theory, you should draw upon either a particular concept we have covered in the module that is viewed differently within each paradigm (i.e. the consumer), or a question about marketing that has been raised in the paradigm debates (i.e. is marketing an art or a science). You should draw on existing literature and theories we have covered throughout the module in developing your reflection.

Part 2

Your task is to write a critical analysis of one of the following key articles in marketing theory:

Batra, R., Ahuvia, A. and Bagozzi, R.P (2012) Brand love. Journal of Marketing, 76(2), 1-16.

Your mini-assignment should comprise of: · an introduction to the article you have selected · a summary of the key points · a critical analysis of the article, and · a conclusion outlining the implications for marketing theory. In your critical analysis you should consider such issues as: the significance of the contribution made by the article to marketing theory; the quality of the evidence this contribution is based upon; what assumptions the author(s) make about marketing; and any alternative perspectives that have not been considered in the article.

Part 3

Theorising brand controversies (Word limit: 1,000) Your task is to analyse a specific case of brand controversy, using marketing theory. You can choose a brand controversy from any time period and any geographical region. First, you must create a poster summarising your analysis of this brand controversy. Your poster should provide a visual and verbal representation of your analysis. The word limit for the poster is 300 words. Make sure to include the following: · the name of the brand and a visual and/or brief verbal explanation of the key points of the brand controversy; · a visual and/or brief verbal explanation of what the controversy says about marketing, markets, consumption and/or consumer society (linking to theory covered in the module, where relevant); · questions the controversy raises. Second, you must also provide a written overview of your verbal and visual representation of your analysis. The word limit for the written overview is 700 words. In making your poster you are welcome to use the format that you prefer (for example Power Point), but it needs to be converted into a pdf file for submission alongside the other two mini-assignments and your written overview of the analysis.

Case Choice :

Calvin Klein’s “#Mycalvins” (2016) or Airbnb’s “#Weaccept” ad (2017) Please find more article to support your point

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