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Coursework - 35% of the total mark Deadline: Monday, 07 November 2016
Reflect critically on the meaning and the importance of marketing in relation to the creation of value for stakeholders. Please illustrate your arguments using applicable examples from different companies.
The coursework is an essay of 2,500 words (plus or minus 10%) on the above mentioned marketing topic.
Directions for Coursework Assessment:
Written essay: This is an individual assignment.
Your work should be 2,500 words long (plus or minus 10%) excluding title page, tables, references and appendences (1.5-spaced, Times New Roman, font size 12, margins: top/bottom/left/right 2.5cm).Please note that an executive summary is NOT required.
Very good marks are only awarded to essays making use of a broader literature, especially journal articles and recognised sources of marketing knowledge.
Paraphrasing is the best way to ensure your thinking and reflection are presented: Referencing is then needed to support the arguments made in your writing.
It is recommended that students use the referencing system discussed in the Undergraduate Handbook. HARVARD REFERENCING
How to be completed:
Possible areas of interest: Definitions of Marketing (and their evolution); Stakeholders;
Stakeholder Theory; Marketing Exchanges; Value; Relationship Marketing; Value Chain 3. Other areas for consideration: Strategic Orientations in Marketing; Business Environment;
Marketing Tasks 4. Interesting reference (available from Moodle): Doyle, P. (2008) Value-Based Marketing:
Marketing Strategies for Corporate Growth and Shareholder Value, 2nd Edition, Chichester:
John Wiley & Sons, Ltd. Chapter 3. 5. Suggestions on how to develop the essay: a. Focus on the concept of value creation and highlight how this may work for different
stakeholders depending on their individual goals (or objectives), using examples from different companies and situations;
b. Research and critique relationships between (a minimum of two) organisations and their stakeholders in the context of how these create value for all or only some of the parties involved; or c. Examine two companies and some of their stakeholders’ relationships while putting emphasis upon how and what kind of value is generated for each stakeholder (comparing and contrasting the “styles” of the chosen organisations).