Professional Documents
Culture Documents
(Principles of Marketing) This assignment constitutes 40% of your overall grade for this
module.
“The centrality of marketing in creating growth and shareholder value suggests a new role
for marketing both as a discipline and function…The concept of marketing that will make
it more effective in tomorrow’s boardroom is one of contributing to the creation of
shareholder value. It can be defined as follows:
You are required to produce an academic paper which demonstrates your understanding of
key aspects of the Principles of Marketing.
The paper should have a sound theoretical and conceptual perspective, containing evidence
of critical debate within an appropriate academic literature. A minimum of 4 academic
journal articles should be referred to.
The paper also needs to be grounded in a 'real world' business context, identifying
application to strategy development. To do this, you may select an organisation with which
you are familiar, or produce generic recommendations for practicing managers.
1. The paper should be based on the material studied in module sessions 1 to 7 inclusive.
It should not take as its focus operational planning of marketing activities, which is
covered in module sessions 8 to 14.
2. It should be of 2,000 words, excluding appendices. The word count for the assignment
should appear on the front page.
3. This assignment should reflect a balance between:
a. theoretical understanding, evidenced by research from a range of academic
journal sources – minimum 4.
b. practical application of theory, evidenced by application to marketing strategy
to illustrate your discussion and evaluation.
4. Assessment Criteria