MKTG 302 Op-Ed on Marketing Ethics Paper
An op-ed, or opinion editorial, is an argumentative essay that presents the writer’s opinion or thoughts about an issue. Op-eds aim to persuade others and can substantiate the writer as an expert on a subject. An Op-Ed is an assignment that mirrors “real word” applications outside the classroom.
This essay assignment has two deliverables which combined are worth 5% of your course grade. You are required to submit a revised and improved final draft regardless of your first draft performance. You must fully engage in the writing exercise and demonstrate substantial improvement to receive full points.
Deliverables will be submitted via cougar courses to the corresponding “turn it in” container – please check your course for deadlines. You will receive feedback on the first draft submitted to allow you to improve your writing.
Consumers have often dealt with a sneaky problem in the shelves of supermarkets economists have termed shrinkflation – that is, when items shrink in size or quantity, or even sometimes are reformulated or reduced in quality while their prices remain the same. Here are some recent examples. Your task is to write an op-ed in response to the current trend of increasing shrinkflation in the marketplace. In your response, you should:
○ What would be an ethical and effective way for marketers to convey the changes in product/price to avoid losing customers and brand loyalty?
○ Should there be a disclosure notifying consumers of this change? And if so, how could this be done effectively?
○ How can you apply the common ethical philosophies discussed in chapter 2?
The purpose of an Op-Ed is to sway public opinion and change minds using a convincing argument and presenting it in a concise, readable way. Editorials are written according to a well-established formula:
Lead paragraph: Try to grab readers right away with your first sentence; make them want to read more. Start with an interesting story or example that encapsulates your point.
Supporting paragraphs: Now that you’ve stated your point and grabbed readers’ attention, build on your lead with facts, statistics, and anecdotes.
Wrap it up: In the concluding paragraph, take your argument a step further and leave readers with information about what needs to be done next. If you’re trying to move people to action, be sure to answer the question, “What can I do?” Make the final sentence as compelling as the first one. If you started with an example, bring the story full circle by referencing your original point.
Writing an Op-Ed
Think of an opinion piece as a persuasive essay: the writer has an opinion or a point of view on an issue and he or she wants to convince the reader to agree. This is not as easy as it may seem.
Your writing will be more credible, and almost certainly more humble and appealing if you take a moment to acknowledge the ways in which your opponents are right. When you see experienced op-ed authors saying “to be sure,” that’s what they’re doing.
Writing Tools and Resources