Outline – Time-restricted Essay – Discussion of a Proposition (1500 words)

There are five potential propositions that you may be required to write a time-restricted essay
on. The time available for you to do this will be 3 hours.

On the day and starting time of the time-restricted essay (Friday 15 July 2022 – the proposition
will be communicated at 10am UK time and then you have 3 hours to work on it, meaning the
submission time will be 1pm UK time). In other words, you will be told on that day at 10am UK
time which ONE proposition you MUST work on. In other words, it will be ONE of the five
propositions listed below.

Typical Structure of the Essay:

A typical approach to this task is as follows:

1. Introduction: A brief introduction to your answer or its objectives and how the answer is
structured. Interpreting the question - Your introduction should indicate the content of your answer.
This ideally should be clear along with background / context.

2. Addressing the question: The main body of your answer to the question. (This part may have a
few sections / sub-sections). The key criteria here include:

a. Research – evidence of systematic research approach, depth and breadth of research

undertaken; application of some conceptual (theoretical / empirical) framework(s), etc.

b. Analysis – well focussed on answering the question, depth and clarity of argument, organising /
summarising collected information; answering the questions/tasks fully with originality and autonomy.
Demonstrating independence of thought and intellectual rigour and consistency.

3. Conclusion: A clear, concise, and relevant conclusion (and recommendations where

appropriate). A conclusion where the key points that have emerged from the discussion are
summarised, implications and where further investigation may be appropriate are stated.

4. Presentation: Neat layout, and headings / sub-headings where appropriate. Clarity of expression
(appropriate language, grammar, spelling, etc.).
Topic 1: Advertising is changing fundamentally from the age of mass media: as it becomes
more interactive and more personal it ceases to be advertising and becomes either personal
selling or public relations

1. Over view of Mass Media Advertising

2. Overview of Integrated Marketing Communications (Promotion Mix)
3. Tools of Promotion Mix:
a. Advertising
b. Direct Marketing
c. Sales Promotion
d. Public Relations
e. Personal Selling
4. Web 2.0 Promotion
a. Mobile Marketing
b. Viral Marketing
c. Social Media Marketing
5. New Forms of Promotion:
a. Guerrilla Marketing
b. Ambush Marketing
c. Flash mobs
6. Social Media Promotions have turned out to be more “Interactive & Personal”
7. Arguments on the Positive Side
8. Arguments on the Negative Side
9. Conclusion of the Essay
 Topic 2: Building long-term relationships with customers is essential for any
sustainable business and this applies equally to online elements of a business.

1. Long Term Definition of Marketing:

a. Marketing is the management process responsible for identifying, anticipating and
satisfying customer requirements profitably (CIM, 2021).
b. If you want a successful online business these days, it’s not enough to simply close the
sale. You’ve got to help your customers fall in love with your business.

2. Developing Customer Relationships in the Digital World:

a. Word of Mouth
b. Ideal Customers
c. Manage Expectations
d. Be Authentic
e. Royalty
f. Feedback Analysis
g. Customer Services
h. Two-Way Communication
i. Be Transparent
j. Distraught People
3. Emerging Role of Persuasion Marketing
4. Arguments on the Positive Side
5. Arguments on the Negative Side
6. Conclusion of the Essay
Topic 3: Social media presence is vital for any kind of business nowadays.

1. One of the major reasons that people buy products from a business is because they trust
their name. If you’ve established credibility, then people easily see the value of your
offerings.
2. Social media marketing refers to the process of gaining website traffic or attention
through social media sites.
3. Social media marketing programs usually center on efforts to create content that attracts
attention and encourages readers to share it with their social networks.
4. Social Media Branding for Businesses:
a. Buyer Personas
b. Automate
c. Channelize Content
d. Content Calendar
e. Tactical Aspects
f. Measuring
5. Steps for Successful Social Media Marketing:
a. Educate Yourself
b. Observe Others
c. Broadcast Yourself
d. Participate
e. Nurture & Grow
f. Collaboration

6. Arguments on the Positive Side

7. Arguments on the Negative Side
8. Conclusion of the Essay (Social Media is an incredible place to build your brand. It has
millions of users from your target audience, socializing every day and eager to discover
new. For creating your brand, you’ll need to put in a ton of effort and stay consistent.
But, the benefits will be worth it!)
Topic 4: Online influencers are the most important part of the digital communications
strategy of businesses.

1. Digital Marketing is about communications and not technology.

2. Methods of Digital Marketing:
a. Search Engine Optimization (SEO)
b. Search Engine Marketing (SEM)
c. Pay Per Click (PPC)
d. Social Media Marketing (SMM)
e. Email Marketing
f. Affiliate Marketing
g. Content Marketing
h. Native Advertising
i. Word of Mouth Influence
3. Role of eWOM (electronic word of mouth)
4. Role of UGC (User Generated Content)
5. The Emergence of Influencer Marketing
6. Instagram Influencers (Live Stories & Streaming)
7. Influencers & Opinion Leaders
8. Arguments on the Positive Side
9. Arguments on the Negative Side
10. Conclusion of the Essay
Topic 5: Businesses do not need to be concerned with market research anymore since
analytics data is readily available.

1. Market research is the eyes and ears of marketing.

2. A company that undertakes quality marketing research, listens to
the results, and takes action to respond to the results will flourish.
3. Types of Market Research:
a. Exploratory Research
b. Descriptive Research
c. Causal Research
4. Web Based Market Research
5. Emergence of Big Data
a. Volume
b. Velocity
c. Variety
d. Veracity
e. Value
6. Internet of Things (IOT)
a. Any Time Connection
b. Any Place Connection
c. Any Thing Connection
7. Characteristics of IOT:
a. Pervasive
b. Ubiquitous
c. Heterogenic
d. Scale
8. Ethics in Market Research
9. Arguments on the Positive Side
10. Arguments on the Negative Side
11. Conclusion of the Essay