Answer ONE of the following three questions Instructions: Students are expected to write 1200 (+/-10%) words when answering their chosen question.
We anticipate this task should take students approximately 3 hours to complete. As the time taken to complete the task does not form part of the assessment criteria, and to take into consideration students with additional needs, all students will be given 23 hours to complete the assessment task.
When you have finalized your answer, submit it to the relevant section of Moodle by the deadline.
Please make sure you submit the correct final version of your answer before the deadline as we will not accept another version later than the deadline. Please read the following for further guidance:
• Your answers should be typed and should adopt an essay style (as you would normally adopt in a traditional in person exam) unless otherwise instructed.
• Anything written over the word count will not be marked.
• Make sure you save your answer as a PDF document by:
- the course mnemonic i.e. MKTG101,
- the question number i.e. Question 1 and
- your correct student ID number i.e. 34567890
Do NOT add your name as the exams are anonymously marked.
• You can use any resources you have access to but you are expected to use the materials suggested by lecturers (e.g. proposed additional readings in addition to lecture slides and textbooks). However, you are not expected to undertake additional research in order to answer this question, apart from perhaps looking for relevant examples.
• You are expected to use examples to illustrate your answers where possible.
• This must be your own work. Do not discuss the task with anybody and your submission will be submitted to Turnitin. The rules governing academic misconduct (plagiarism, collusion, purchasing answers etc.) apply to these assessments, and breach of these regulations will be treated seriously. • Do not contact any tutor during the 23-hour assessment as departments are not permitted to answer questions about the exam or the content of the module being assessed.
• Include in-text citations but a full list of references is not required.
• Any late submissions, even by 1 minute, will be recorded as an F4 (0%) unless there are exceptional circumstances that prevent you from uploading your essay. You must make sure you attempt to submit your answers in good time and not at the last minute and this can be checked on the Moodle logs.
Answer ONE question ONLY All questions carry equal weight.
1. Critically discuss the process of marketing driven ritual creation with reference to the process-model developed by Cross, Harrison and Gilly (2017), and illustrate your answer with an example of your choice. Note that you must NOT use the example from the paper by Cross, Harrison and Gilly (2017) and any answers which use this will receive an automatic fail grade.
2. To what extent does the marketing of gendered products help to embed gender stereotypes in children? Critically discuss this question in relation to relevant theories and models of consumer behaviour and illustrate your answer with multiple examples.
3. This question is in two parts (part a) and b)) and requires you to consider two contrasting advertisements (part b) of this question is after the advertisements and tables, please see the next 3 pages and ensure that you read and answer all parts of the question).
Part a)
(50% of the question mark)
For each of the two following print advertisements write your interpretation of the creative strategy in the tables provided (you can copy the tables into your answer or make your own). Please note that the question requires your interpretation and is not asking that you research this online, and all words that you write in the tables (not the headers) are counted in your word count.
Part b)
(50% of the question mark)
Critically compare and contrast these two advertisements from the competitor fast food brands. In particular, consider the campaign objectives, how they differ and the stance they adopt from a brand leader and a brand challenger position. Consideration should be given to all six strategy elements (as completed in the tables in part a).
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