Admin. 2100h —FALL 2015
Assignment No. 1 [Essay]
Topic:
To achieve the marketing state of equilibrium, marketers must develop a thorough
and deep understanding of their customers’ behavior using the marketing
information system (MIS). Critically assess the validity of this statement in light of
the four-stage customer decision-making process and the variety of MIS tools
available to marketers (Word limit 1600).
Guidelines:
The essay represents 25% of the course grade. Hence, the essay will be marked out of 25
marks. The essay should be structured as follows:
The introduction (about a page)(5 marks):
General introduction to the topic (marketing and its state of equilibrium).
Narrow the topic down to the central point of the argument you wish to make
(briefly link equilibrium to consumer behavior and MIS).
Outline in a statement (the thesis statement) concisely your argument (what
you’re going to say in the body briefly) and how the essay will address it (how the
essay’s body will be structured to present the argument).
The body (the bulk)(15 marks):
Discuss the various aspects/points of your argument (as per your thesis
statement’s structure) using theory and examples to build your argument.
[Hint: a solid discussion needs to include the following:
A) Nature and pros& cons of each MIS tool
B) The four-stage customer decision-making process
C) A discussion of how A enables marketers to understand each stage of B.
The conclusion(about a page)(3 marks):
Sum up your argument.
Based on the above summary, confirm your argument set in your thesis statement.
References/bibliography (a page on its own) (2 marks)
Ensure citing the sources of the literature and/or examples used (referencing).
Note: As a guide for referencing in-text and at the end (in the bibliography) of the
essay, use the Harvard system: see the guide/manual on ‘Blackboard’.
