Detailed description of assessment Assignment One: Essay Plan This assignment requires you to submit an outline plan for your essay (500 words) that summarises your intended approach to the subject you have chosen for your essay based on your reading. You will be given a form to complete with questions/headings about your approach and further notes on how to construct and useful and interesting essay. Your plan must contain full references to your intended sources. You will receive feedback on this which will help you refine your essay ideas and you can continue to discuss your plan online and in class. Lecture Topic: Ethics – Ethical Consumers and Moralised Brandscape Globalisation and widespread of consumer culture has brought a heighten awareness of the social and environmental effects. This has given rise to the notion of the Ethical Consumers. Such is the extent of moralistic concerns played out int eh marketplace that ethical consumption can no longer be regarded as a quirky niche market. Seminars Discussion topics: 1) Identify an ethical brand and discuss the particular values it espouses. 2) Choose a brand that you believe is part of the ‘moralised brandscape’ and analyse how it position itself using ethical values: 2.1 Compare and contrast two key competitors’ strategies 2.2 Study what consumers are saying about the brand on web, i.e. using product reviews or web forums, and analyse their main perceptions of the brand. 2.3 What makes the brand’s claims authentic and are there any dangers of ‘green-washing’ accusations?
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