MKTG 302 Op-Ed on Marketing Ethics Paper
Order ID 53003233773 Type Essay Writer Level Masters Style APA Sources/References 4 Perfect Number of Pages to Order 5-10 Pages
MKTG 302 Op-Ed on Marketing Ethics Paper
An op-ed, or opinion editorial, is an argumentative essay that presents the writer’s opinion or thoughts about an issue. Op-eds aim to persuade others and can substantiate the writer as an expert on a subject. An Op-Ed is an assignment that mirrors “real word” applications outside the classroom.
This essay assignment has two deliverables which combined are worth 5% of your course grade. You are required to submit a revised and improved final draft regardless of your first draft performance. You must fully engage in the writing exercise and demonstrate substantial improvement to receive full points.
Deliverables will be submitted via cougar courses to the corresponding “turn it in” container – please check your course for deadlines. You will receive feedback on the first draft submitted to allow you to improve your writing.
- Approximately 500 words
- Include a cover page with the following: a descriptive title (not just “Report”), author’s name, class and section numbers, and date of submission
- Use business-appropriate fonts and margin
- Insert page numbers (except for the cover page, which should NOT be numbered)
- Please note that due to the short format, there is no need for a table of contents and/or executive summary
- The use of headings/sub-headings is likely unnecessary given the short nature of this assignment – please exercise judgment
- Cite references using APA style – use the resources at the end of this guide!
Consumers have often dealt with a sneaky problem in the shelves of supermarkets economists have termed shrinkflation – that is, when items shrink in size or quantity, or even sometimes are reformulated or reduced in quality while their prices remain the same. Here are some recent examples. Your task is to write an op-ed in response to the current trend of increasing shrinkflation in the marketplace. In your response, you should:
- Connect your ideas to what you have learned about marketing – the 4Ps and creating value in the marketplace.
- Discuss how can marketers remain ethical in a marketplace where this practice is prevalent.
○ What would be an ethical and effective way for marketers to convey the changes in product/price to avoid losing customers and brand loyalty?
○ Should there be a disclosure notifying consumers of this change? And if so, how could this be done effectively?
○ How can you apply the common ethical philosophies discussed in chapter 2?
- Cite at least one source to provide evidence for your claim(s). A convincing op-ed is NOT purely based on opinion – your thesis needs to be backed up.
- You are practicing writing as a business professional (i.e., the perspective of a marketer or other business executive not a consumer).
The purpose of an Op-Ed is to sway public opinion and change minds using a convincing argument and presenting it in a concise, readable way. Editorials are written according to a well-established formula:
- Introduction – state the problem ● Body – expresses an opinion ● Solution – offers a solution to the problem ● Conclusion – emphasizes the main issue
Lead paragraph: Try to grab readers right away with your first sentence; make them want to read more. Start with an interesting story or example that encapsulates your point.
Supporting paragraphs: Now that you’ve stated your point and grabbed readers’ attention, build on your lead with facts, statistics, and anecdotes.
Wrap it up: In the concluding paragraph, take your argument a step further and leave readers with information about what needs to be done next. If you’re trying to move people to action, be sure to answer the question, “What can I do?” Make the final sentence as compelling as the first one. If you started with an example, bring the story full circle by referencing your original point.
Writing an Op-Ed
Think of an opinion piece as a persuasive essay: the writer has an opinion or a point of view on an issue and he or she wants to convince the reader to agree. This is not as easy as it may seem.
- Start with a sentence. Try to sum up your opinion in a single sentence to begin, then think about facts and anecdotes to support your initial point. The first line of an op-ed is crucial. The opening “hook” may grab the reader’s attention with a strong claim, a surprising fact, a metaphor, a mystery, or a counter-intuitive observation that entices the reader into reading more. The opening also briefly lays the foundation for your argument.
- State your opinion clearly. An op-ed is about your opinion and perspective. Put your argument forward in a persuasive, authoritative manner. However, it is important to acknowledge the other side. People writing op-ed articles sometimes make the mistake of piling on one reason after another why they’re right and their opponents are wrong.
Your writing will be more credible, and almost certainly more humble and appealing if you take a moment to acknowledge the ways in which your opponents are right. When you see experienced op-ed authors saying “to be sure,” that’s what they’re doing.
- Be informal BUT professional. Use simple, everyday language that is easy to understand. Keep in mind you are writing for a general audience that may not be as familiar with your subject as you are. Use the active voice. Don’t write: “It is hoped that [or: One would hope that] the government will …” Instead, say “I hope the government will …” Active voice is nearly always better than passive voice. It’s easier to read, and it leaves no doubt about who is doing the hoping, recommending or other action.
- Keep it short and simple. State your opinion clearly and quickly, back it up with facts and examples, then finish up. Use short sentences and paragraphs. Look at some op-ed articles and count the number of words per sentence. You’ll probably find the sentences to be quite short. You should use the same style, relying mainly on simple declarative sentences. Cut long paragraphs into two or more shorter ones.
- Do your research. You must research your topic and find out what’s happening and what went on in the past. You must know the facts and be able to refer to them in your argument (Pretend you are a lawyer and you are making a case before a jury. You will want to convince the members of the jury to believe that your client is right. Therefore, you need to present as much evidence as you can that proves the point. You do the same when you write a column or editorial). Use facts and details to back up your opinion and help you make your case.
- Finish strong. Leave your readers with a lasting impression — a strong point that will make them consider your point of view.
Writing Tools and Resources
- Use the writing guide posted in cougar courses. This reference was created for CoBA students by a couple of faculty members to help with senior experience projects
- Please consider visiting the Writing Center, which is committed to your growth in all stages of the writing process (brainstorming, planning, drafting, revising). For the best results, go early and often for an assignment.
- This website offers great tips and tricks on writing an op-ed: https://www.theopedproject.org/oped-basics
- This website offers excellent resources to support your writing development – especially if you need guidance on proper APA citation: https://owl.purdue.edu/owl/purdue_owl.html
- Online tools like http://www.hemingwayapp.com/ and https://www.grammarly.com can help you strengthen your writing by identifying common grammar mistakes as you type.
- Citation help: http://www.citationmachine.net (please note that you need to check the citation produced for accuracy – not all websites and publications are detected correctly).
MKTG 302 Op-Ed on Marketing Ethics Paper
QUALITY OF RESPONSE NO RESPONSE POOR / UNSATISFACTORY SATISFACTORY GOOD EXCELLENT Content (worth a maximum of 50% of the total points) Zero points: Student failed to submit the final paper. 20 points out of 50: The essay illustrates poor understanding of the relevant material by failing to address or incorrectly addressing the relevant content; failing to identify or inaccurately explaining/defining key concepts/ideas; ignoring or incorrectly explaining key points/claims and the reasoning behind them; and/or incorrectly or inappropriately using terminology; and elements of the response are lacking. 30 points out of 50: The essay illustrates a rudimentary understanding of the relevant material by mentioning but not full explaining the relevant content; identifying some of the key concepts/ideas though failing to fully or accurately explain many of them; using terminology, though sometimes inaccurately or inappropriately; and/or incorporating some key claims/points but failing to explain the reasoning behind them or doing so inaccurately. Elements of the required response may also be lacking. 40 points out of 50: The essay illustrates solid understanding of the relevant material by correctly addressing most of the relevant content; identifying and explaining most of the key concepts/ideas; using correct terminology; explaining the reasoning behind most of the key points/claims; and/or where necessary or useful, substantiating some points with accurate examples. The answer is complete. 50 points: The essay illustrates exemplary understanding of the relevant material by thoroughly and correctly addressing the relevant content; identifying and explaining all of the key concepts/ideas; using correct terminology explaining the reasoning behind key points/claims and substantiating, as necessary/useful, points with several accurate and illuminating examples. No aspects of the required answer are missing. Use of Sources (worth a maximum of 20% of the total points). Zero points: Student failed to include citations and/or references. Or the student failed to submit a final paper. 5 out 20 points: Sources are seldom cited to support statements and/or format of citations are not recognizable as APA 6th Edition format. There are major errors in the formation of the references and citations. And/or there is a major reliance on highly questionable. The Student fails to provide an adequate synthesis of research collected for the paper. 10 out 20 points: References to scholarly sources are occasionally given; many statements seem unsubstantiated. Frequent errors in APA 6th Edition format, leaving the reader confused about the source of the information. There are significant errors of the formation in the references and citations. And/or there is a significant use of highly questionable sources. 15 out 20 points: Credible Scholarly sources are used effectively support claims and are, for the most part, clear and fairly represented. APA 6th Edition is used with only a few minor errors. There are minor errors in reference and/or citations. And/or there is some use of questionable sources. 20 points: Credible scholarly sources are used to give compelling evidence to support claims and are clearly and fairly represented. APA 6th Edition format is used accurately and consistently. The student uses above the maximum required references in the development of the assignment. Grammar (worth maximum of 20% of total points) Zero points: Student failed to submit the final paper. 5 points out of 20: The paper does not communicate ideas/points clearly due to inappropriate use of terminology and vague language; thoughts and sentences are disjointed or incomprehensible; organization lacking; and/or numerous grammatical, spelling/punctuation errors 10 points out 20: The paper is often unclear and difficult to follow due to some inappropriate terminology and/or vague language; ideas may be fragmented, wandering and/or repetitive; poor organization; and/or some grammatical, spelling, punctuation errors 15 points out of 20: The paper is mostly clear as a result of appropriate use of terminology and minimal vagueness; no tangents and no repetition; fairly good organization; almost perfect grammar, spelling, punctuation, and word usage. 20 points: The paper is clear, concise, and a pleasure to read as a result of appropriate and precise use of terminology; total coherence of thoughts and presentation and logical organization; and the essay is error free. Structure of the Paper (worth 10% of total points) Zero points: Student failed to submit the final paper. 3 points out of 10: Student needs to develop better formatting skills. The paper omits significant structural elements required for and APA 6th edition paper. Formatting of the paper has major flaws. The paper does not conform to APA 6th edition requirements whatsoever. 5 points out of 10: Appearance of final paper demonstrates the student’s limited ability to format the paper. There are significant errors in formatting and/or the total omission of major components of an APA 6th edition paper. They can include the omission of the cover page, abstract, and page numbers. Additionally the page has major formatting issues with spacing or paragraph formation. Font size might not conform to size requirements. The student also significantly writes too large or too short of and paper 7 points out of 10: Research paper presents an above-average use of formatting skills. The paper has slight errors within the paper. This can include small errors or omissions with the cover page, abstract, page number, and headers. There could be also slight formatting issues with the document spacing or the font Additionally the paper might slightly exceed or undershoot the specific number of required written pages for the assignment. 10 points: Student provides a high-caliber, formatted paper. This includes an APA 6th edition cover page, abstract, page number, headers and is double spaced in 12’ Times Roman Font. Additionally, the paper conforms to the specific number of required written pages and neither goes over or under the specified length of the paper.
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