Portfolio Articles Analysis
Weight: 20%
Word limit: 600 words (max) for EACH OF TWO selected articles
Week due: week 6
For this assessment, each student will choose any TWO of the four articles provided below and write a reflective analysis. This is an individual assessment with a maximum word limit of 600 words for each article analysis (1,200 words in total for both articles excluding references).
In analysing the two chosen articles, the emphasis is on identifying the marketing implications of the events or issues described in the selected articles. For each of the two selected articles, students are to prepare a write-up (in a single .doc or .docx format) answering the following question:
What are the implications of the events/incidents/issues in the articles from a marketing perspective and how will these impact (positively or negatively) relevant stakeholders?
The write-up for each article should be presented in the following format:
1. Concise summary of the key issues illustrated in the article.
2. Explanation of why the issues illustrated in the articles are important.
3. Discussion of implications of these issues from a marketing perspective.
Article
Website/weblink
#1
https://blog.hubspot.com/marketing/marketing-trends
#2
https://theconversation.com/how-social-media-is-helping-big-tobacco-hook-a-new-generation-of-smokers-112911
#3
https://hbr.org/2019/06/the-kind-of-authenticity-customers-will-pay-more-for
#4
https://hbr.org/2019/06/research-actually-consumers-do-buy-sustainable-products
Provide a list of at least 4 citations and references for your reflective analysis of each article (that is 8 relevant references in total for both articles). The references should consist of published academic and research papers and textbooks in the write-up to support key points. Ensure that your references are relevant to the issues discussed. You should also reference the chosen articles in the submission document with the correct URL in the reference list section (this is additional to your academic references). Referencing should follow the APA style.
Each article analysis submission is worth 10% equating to a total of 20% of the semester’s mark for the unit.
Solution
How social media is helping big tobacco hook a new generation of smokers
Summary of key issues
Social media is a broad global network that is being used by entities such as Big Tobacco to influence the youth to engage in smoking. Through the Internet, it has become possible to circumvent decades of regulations that prohibit the marketing of traditional cigarettes and other tobacco products to minors. On top of social media, tobacco companies have been organizing events that appeal to young people with the aim of attracting them towards the abuse of their products (Kozinets, 2019).
From history, tobacco traders have devised ways of skirting regulations that curb the marketing of their products to young people. For example, the banning of tobacco advertisements on the mainstream media is replaced by the companies sponsoring music, sports, and other events that resonate well with young people (Kozinets, 2019). In this way; the message of consumption is still passed to them. Tobacco traders wish to establish the perfect marketing medium which appeals to and reaches a broad pool of young people on the global platform. The wider the audience that the companies reach, the higher the number of potential young smokers there around the world (Blakeman, 2018).
Importance of the key issues
The key issue of using social media to influence young people is important because it remains significantly under-regulated around the world. Other than tobacco companies, other products that are deemed to be of social harm are being traded online. Gang violence and radicalization of the youths is being done through social media. Different anti-social behaviors are being passed from young people of a certain global region to another via social networks (Ashley & Tuten, 2015). Additionally, social media is untaxed in a majority of countries around the world, and it is significant that online business contributes to economic development.
The trend of tobacco companies and other players in the industry devising ways of circumventing regulations is a vital element that calls for close administrative scrutiny. The government has in the past left loopholes for tobacco traders to continue promoting their products……………………………To access the rest of the solution $5, please click on the purchase button.
