Who is the greatest marketer of all times? What did she/he do that makes you say so? How did she/he do it? Any key takeaways for other aspiring marketers?
Word Count: 1300words
- Tables are included in the wordcount
- References and Appendix not inlcuded in the wordcount
- References need to be in Harvard Style
Options of marketers:
- Bernard Arnault
- Emily Weiss
- Kylie Jenner
- Phil Knight
Class concepts that can be included:
- MAO Framework (Motivation, Ability, Opportunity)
- Social Identity Theory & Attachment Theory
- Central & Peripheral routes of persuasion
- Mere Exposure Effect and Brand Equity
- Transparency and Trust Building
Use concepts and frameworks that give you good length to talk about the individual you pick.
Assessment Criteria:
- Understanding/application of key constructs/frameworks (10%)
- Strength/originality of (theoretical or personal) arguments (20%)
- Depth of analysis/examples offered (20%)
- Depth/strength of literature review (use of references) (5%)
- How insightful was the conclusion/key takeaways (15%)
- To what extent does it add to current knowledge/offered novel insights (15%)
- How engaging was the essay (15%)
- Overall, how convincing was the essay
Structure: Balance between personal perspective and academic rigor
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