Essay (70% of total assessment weighting for the Module), 3000 Words (Excluding References and Appendices)
This is an assessment calling for exploration of a body of theory in an academic essay. The work must show an understanding of and respect for formal academic conventions: appropriate referencing, objective style and critical debate. This should be treated as an opportunity to explore some aspect of marketing communication in relative depth, and at masters level you are expected to show both a capacity to discuss relevant ideas and the skill to articulate these in a lucid style.
Topic:
• “The big advantage of Public Relations is that it is (virtually) free advertising.” How true is this view? Critically evaluate this statement saying whether you agree or disagree with it and why? And, if it is the case, why do marketers advertise at all (given the high cost of advertisements)? Provide examples to support your answers.
In particular, you should critically assess and differentiate between Public Relations and Advertising as marketing communications tools, and discuss the challenges of dealing with crises. It might also be appropriate to draw conclusions based on different target audiences, products/services, and/or industrial markets. Your answer should draw on illustrative examples of recent campaign practice.
Additional advice for approaching the essay question selected …
You should aim to include examples and illustrations within your scripts where you judge this helps to illustrate your points and when this is appropriate to support your arguments (e.g. print advertisements may be helpful in an appendix and scans or screen-grabs in the body text of the essay). Such material should be labelled and referenced according to its source, context and date.
The key marking criteria will be as follows:
a) Content and clarity of their written work
b) Ability to present a logical argument
c) Deep understanding of theory and its application (using examples)
d) Adherence to academic conventions such as referencing and citations
Arguments that show evidence of a critical approach, depth of analysis, originality, and confident use of the module literature will receive higher marks.
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