essay

Order Description

Critically evaluate the applicability of the marketing concept by a company of your choice (your current or target employer or your own company). You are also required
to examine how market-driven the business is with appropriate justification.

Focus your coverage of marketing concepts on any TWO or more of the following aspects:

• The achievement of corporate goals through meeting and exceeding customer needs and expectations better than the competition.
• Adopting the Marketing Concept – characteristics of market-driven business e.g. customer concern throughout business; marketing spend regarded as investment.
• Understanding Customers and Markets
• Segmenting, Targeting and Positioning
• Managing Customer Relationships
• Creating and Delivering Customer Value
• Communicating with Customers and other Stakeholders
• Enhancing Brand image

In general, higher marks will be awarded to well structured, finely presented answers which demonstrate a good understanding and application of the concepts and
theories covered in this module, including indicating how these concepts might help an organisation sustain itself in the long run. Reports that merely describe what a
given organisation is doing are unlikely to earn a high mark.

A suggested report structure is outlined overleaf.

Please base your report on a clearly identified company. In general, higher marks will be awarded to well structured, finely presented answers which demonstrate a good
understanding of the concepts and theories covered in this module. Reports that merely describe what a given organisation did or is doing are unlikely to earn a high
mark.

REPORT STRUCTURE
1. Title Page: Report title, presenter’s particulars including affiliation

2. Executive Summary: A succinct summary of your response to the task, including conclusions/recommendations
+ contents page, listing contents and page numbers

3. Introduction: A brief indication of the report’s objectives and structure

4. Body of the Report: Very important. Discuss major themes or issues raised by the task. Organise discussion around relevant sub-headings, and match these with
appropriate content. Integrate/apply pertinent concepts and theories.

5. Conclusions and Recommendations: Present key conclusions and recommendations.

6. References: Cite literature sources properly, for example:

Within the body of the report:
Porter (1998) argues …. An industry’s competitive environment can be analyzed based on a number of theoretical models, including the Five Forces model (Porter, 1998)
….
For material from the web, indicate the source and date (e.g., The Forte Foundation, 2006). Do not write “www….”. That comes at the end of the report – see below.

At the end of the report (list references in alphabetical order – no numbering)
Books
Ibeh, K., Tolentino, P., Janne, O. and Xiaming, L. (2017), Growth Frontiers in International Business (Basingstoke: Palgrave Macmillan).

Journal articles
Wheeler, C.N., Ibeh, K.I.N. and Dimitratos, P. (2008), “UK Export Performance Research 1990-2003: Review and Theoretical Framework”, International Small Business
Journal, 26(2), 207-239.

Web material
Fanlund, L. (2006), “Executive education’s women’s executive leadership summit explored how women can succeed and how employers can benefit”,
www.bus.wisc.edu/update/winter06/women_at_work.asp (Accessed November 2006).