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Explore the impact of environmental* issues on an industry of your choice, and evaluate possible marketing solutions to these opportunities and challengesthe assignment breif is attached.
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Essay topic: Explore the impact of environmental* issues on an industry of your choice, and
evaluate possible marketing solutions to these opportunities and challenges
*NB You are not being asked to explore the whole macro-environment/PESTEL, only to explore
the role of elements that would be considered under the ‘Environment’ element of the PESTEL
i.e. weather and climate changes/resource shortages. In part one, you should be exploring the
impact of environmental factors on your industry, but it may also be relevant to discuss the
impact that your industry has on the environment. Make sure at least half of the discussion in
part one focuses on the impact of environmental factors on your industry, even if the impacts are
relatively indirect or hard to determine at present.
Assessment Brief
Topic: Explore the impact of environmental issues on an industry of your choice, and evaluate
possible marketing solutions to these opportunities and challenges
Part One: Description and Justification Macro factors related to the environment, including
weather and climate change and resource shortages will impact upon business activities and
consumer demand in coming years. Acknowledging this shift, choose ONE industry, and discuss
how environmental factors have impacted on your chosen industry, and how this is expected to
progress in the future. Provide secondary evidence that supports your discussion of environmentrelated impacts and forecasted effects on the industry, such as associated business/marketing
activities and consumer behaviour.
Part Two: Analysis and Evaluation Drawing on insights from the module, as well as a range of
contemporary academic research, explore this shift, and discuss the opportunities and challenges
it may pose for marketers in your chosen industry. Where relevant, evaluate possible solutions to
these opportunities and challenges. You may reference academic research from related
disciplinary fields, but ensure you also draw insight from a selection of highquality scholarship
within the discipline of marketing.
A suggested structure for the essay would be:
Introduction: All essays need an introduction which very briefly maps out the purpose of the
essay, defines any key terms/concepts, and outlines the structure and what is included (approx.
150 words)
Part One: Identify your chosen industry, and discuss the impact of environmental factors
(past/present/future). Use a range of secondary evidence sources to support your discussion. For
this part, it is likely you will be citing from government stats/reports, other published research
from e.g. NGOs/IGOs, online news articles, industry/market reports and forecasts, etc. Ensure
you use credible resources i.e. not personal blogs, unsupported opinions, biased/unreliable
magazines/newspapers. At the end of this section, signpost key elements that are taken forward
for discussion in part two (approx. 600 words)
Part Two: You need to draw on specific theory and concepts from the module, that are
particularly related to your industry and environmental concerns. It will be better to explore a
limited number of theories/concepts, and areas of research in depth, rather than try to discuss
many different concepts in a superficial and limited way. Issues are generally not black and
whitethe impact of trends/developments may be unpredictable/debated. Environmental
challenges may be complex, and marketing solutions may be contentious. Academic research can
often be contradictory or inconclusive. You should demonstrate awareness of this in your
analysis, and an ability to critically evaluate information and
form your own conclusions based on evidence (approx. 1,100 words)
Conclusion: Essays should always have a brief conclusion where you summarise the key points
made in the essay, and potentially highlight limitations or where further research/empirical
evidence should be developed (approx. 150 words)
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