MCS 4300 Research Paper Assignment
Due Date: March 20, 2017
In this paper you will research and critique a specific brand’s marketing and its impact on society.
Overview of Assignment
Choose a vulnerable target market or a controversial product. Select a specific brand as a case study and use business and academic sources to demonstrate how that brand is navigating the potential controversy and assess how the marketing is positively or negatively impacting Canadian society. Possible topics include:
Vulnerable target markets
Your paper must include a clear thesis statement that states whether the brand is impacting society positively, negatively, or a combination of both. Your paper will provide a critical overview of the issue in general (Ex. what are the key concerns regarding this market or product What is the historical context ) and then use specific examples to back up the thesis argument.
Your argument will be constructed from issues raised in course lectures and readings: Is the firm selecting inappropriate targets for their product Are inappropriate targets being exposed to their marketing Is the firm engaging in any practices that could be deemed harmful What specific strategies are they using to address the needs of their target market and to mitigate harm Use course readings to structure this argument.
Assess whether the firm’s marketing complies with Canadian government regulations. Could the advertising be considered covert, deceptive, misleading (yet not deceptive) or puffery Does the firm operate in a regulated industry If so, assess the firm’s history of compliance with Canadian regulatory standards. Use this site as a guide: http://entreprisescanada.ca/government/regulations/regulated-business-activities/marketing-advertising-and-sales-regulations/
If the firm is compliant with government regulations, consider whether it adheres to the Canadian Code of Advertising Standards http://www.adstandards.com/en/standards/thecode.aspx. Could it do better at gender equality, depictions and portrayals, protecting children, etc.
You may also refer to sources that describe how the brand has been received by consumers. If there has been controversy, describe how the company has responded to (or ignored) this feedback.
Please submit your paper to the course Dropbox. Turnitin is enabled for this assignment.
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