Digital Marketing Practices

Theoretical Assessment: Essay The essay, due on 7 May 2021 at 13:00, is a 2000-word (absolute maximum wordcount is 2,200) persuasive essay (explained further below) that addresses a cultural effect(s) of digital marketing practices, worth 50% of your mark. The reference list and appendices are not included in the word count, but please note appendices are not marked and should be included at your discretion for further information only. You may include relevant figures/tables/images in your essay (not counted in the wordcount), referenced within the text. The essay topics are listed below. Alternatively, you can propose your own topic by emailing Dr Aliette Lambert for approval no later than 16 April 2021. Please note if you write on a topic that has not received approval via email 10 points will be automatically deducted from your overall mark. Furthermore:• Coursework submitted after the deadline without prior approval will receive a maximum mark of 40%. Coursework that is handed in five days or more after the deadline and without approval will receive a mark of zero.• Please declare your word count on the cover page when you submit on Moodle. If you are over the word count, the marker will stop reading at 2,200 words.• Please use APA or Harvard style referencing for your in-text citations and works citedlist. Guidance on writing style, plagiarism, referencing and the like is available on Moodle.• You may use any readable font, but a recommendation is to stick to standard fonts such as Times for the body and Arial for headings. Use 12 points font size for the body.• You are encouraged to write in the first person (I, me, my) given that this essay is predicated upon critical reflection interwoven with academic evidence (discussed below).• Engagement with course readings and academic literature is essential. A minimum of 8 academic references should be cited. There is no “maximum” per se, but do not reference for the sake of referencing: ensure that you have thoroughly engaged with and understand what you are referencing, and the value of referencing in the context.• Plagiarism is not tolerated. If your Turn-it-in score shows a substantial match between your paper and academic or internet sources that are not referenced or directly quoted, or essays submitted to this or other universities, you will automatically be reported. You will also be reported if there is any indication your essay has not been written by you.About writing a persuasive essayIn this essay, that can be structured like an op-ed article (though arguments and points must be justified and evidenced using academic theory and literature), you must make a point and convince the reader using logical argumentation that addresses both sides of the argument and different perspectives. Crafting a thesis statement, or a succinct sentence that capturesthe crux of your argument as well as, perhaps, highlighting how the essay will be organized, would be useful to that end.Effective persuasive writing requires a thorough understanding of the topic at hand that considers and reflects upon divergent perspectives and positions. A solid grasp of academic theory and literature underpinning the topic and related arguments is essential, as is personal, critical reflection that takes into account the reasons and impetus for your resultant argument. As such, personal reflection may be a good place to start and may be interwoven into your essay. Critical reflection, particularly taking a ‘devil’s advocate’ position to consider the other point(s) of view that are contrary to your own will strengthen the efficacy of the argument presented.

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