Essay writing usually begins with the selection of a topic, formulating a thesis based on the said topic, and making certain points and providing data, information, and examples in support of that thesis. Writing a marketing essay begins the same, but mostly centres on a topic that is within the field of advertising and marketing.

A marketing essay should begin with an abstract or a short introduction providing a brief discussion or background on the thesis. This will probably contain information on the particular segment of the industry discussed in the marketing essay, the size of the market, information on the company on which the topic is based and any information on competitors.

Moving on from the abstract, academics may choose to take the essay on different paths. Several different approaches may be used:

• Descriptive or Informative
  The descriptive approach is easy enough to formulate. A descriptive marketing essay simply provides information and data about the chosen topic. This should still, however, include comprehensive research and an analysis of the data acquired.
• Comparative
  In writing comparative marketing essays, academics have the option of comparing market related topics such as marketing strategies. Comparing such strategies can be done through researching on strategy implementations and the success rates of the different plans involved.
• Argumentative
  Academics may also try writing argumentative essays. An argumentative essay is one which tries to prove a thesis or theory by providing information and data as evidence for the said thesis.

Any of the basic approaches can be used in writing an essay. And any topic, as long as within the scope of marketing, can be used. The quality of the finished work will always vary; however, it almost always boils down to delivery. Students, when writing essays, should be able to come up with an interesting topic, conduct sufficient research, and of course, present the information and the analysis of the said information in a logical manner.