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Principles of Marketing

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 [url removed, login to view] 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 [url removed, login to view] 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

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