Principles of Marketing

IN PROGRESS
Project Budget (USD)
$80

Project Description:
Piercy (2009) suggests that it is more useful to approach marketing as a set of value-defining, value-creating and value-delivering activities. nExplore and critically evaluate this contention.nMake recommendations to management from the conclusions arising from that evaluation.n(Piercy, N., (2009), Market-Led Strategic Change, 4th ed., Butterworth-Heinemann, P 3.)nYou are required to produce an academic paper which demonstrates your understanding of key aspects of the Principles of Marketing. nnThe 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. nnThe paper also needs to be grounded in a 'real world' business context, making recommendations for management. To do this, you may select an organisation with which you are familiar, or produce generic recommendations for practicing managers.nnn Presentation and Marking Schemen1. 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.nn2. It should be of 2,000 words, excluding appendices. The word count for the assignment should appear on the front page.n n3. This assignment should reflect a balance between: na. theoretical understanding, evidenced by research from a range of academic journal sources – minimum 4. nb. practical application of theory, evidenced by management recommendations to illustrate your discussion and evaluation. nn4. Assessment CriterianMarks will be allocated as follows:n• Structure and Presentation (15%): Correct use of referencing, bibliography. Structure and quality of written expressionnn• Use of Appropriate Literature (30%): Evidence of research within the academic literature. Reference to 4 academic papers is a minimum requirement.nn• Use of appropriate examples (25%): Evidence of ability to apply key concepts within a practical context. Use of examples in support of the debate.nn• Level of critical analysis (30%): Evidence of engagement with the academic literature. Flow and coherence of the theoretical argument, culminating in logical conclusions.n

Skills required:
Academic Writing
Project offered by:
Verified