A marketing essay is a brief text that presents a writer's individual analysis, interpretation, or opinion on a single aspect of marketing. There are seemingly countless subjects marketing essays can take as their topics; the important thing is that the article's thesis—its main idea or argument—is the writer's own take on one of those topics. Marketing essays are not marketing research papers. A research paper reports on a variety of studies on a particular marketing topic. A marketing essay, on the other hand, explores a particular topic using primarily the writer's own interpretations and ideas.
Though marketing essays can take a variety of forms, there are a few specific assignments that are very common. One of these is a comparison study. A comparison study will require the writer to compare and contrast two or more marketing strategies. This comparison should be based in the writer's own marketing expertise that has been developed through knowledge learned in the course.
Another common marketing essay assignment will require a learner to analyze a single marketing strategy and discuss when and how this strategy is best implemented. This type of essay would require the student to fully explain the way in which the particular strategy is intended to operate and how it has been applied in the past, and then discuss possible ways of innovating on past application to make new use of the strategy.
Some marketing essays may focus on consumer behaviors. These essays will ask the writer to discuss the ways in which consumers are anticipated to respond to specific marketing strategies and why. Such assignments will likely draw on secondary research to support their claims, but they will still be rooted in the student's own, individual analysis rather than on other sources.
All marketing reports should give specific examples and evidence to back up all claims that are made within the document. A writer cannot simply hypothesize that he or she has developed a good idea and assume that he or she is right—the ideas must be supported with validating evidence to prove to readers why such ideas are worth exploring. In other words, though marketing depends heavily on creativity, it is not creativity alone that makes marketing work, but creativity paired with smart and strategic business planning. All marketing reports should strive to blend creativity with business acumen to reveal well-thought out, realistic marketing analysis.
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