Marketing Concept
Use of relevant examples (40%)
Structure and referencing (20%)
Key points Additional credit will be given for the following:
Quality of research
Depth of understanding
Well-supported arguments
Accurate referencing in line with the LBS standard referencing guide
Good standard of academic writing
Correct format
General information You should find, read and use at least 5 literature sources for each
question ( Consisting of a variety of different sources, eg text books,
academic journals, or reliable websites)
Your references section should contain only details of the sources you
mention in your work.
Do not rely on long quotations to illustrate a point, but use quoted
material to defend or highlight an argued points. Reduce the amount of
quoted material to paraphrased ideas or short phrases as opposed to
long sentences. Quoted material is intended to support your ideas, not
provide the direction of the assignment. Also, quoted material should not
stand alone, but be incorporated into the text.
Do not extend your effort beyond the word limit. Part of the assessment is
to show an ability to edit your work and succinctly use the word
guidelines. Consult the student handbook regarding penalties when these
guidelines are ignored.
Your attention is drawn to the university regulations and penalties
regarding plagiarism.
Weighting The weighting for this assignment is 50%
Task Over the course of the semester write four mini essays relating to
marketing principles and practices. Each essay should be between 500
and 600 words.
Essay one (submission MiG/022015)
Describe the marketing concept and give examples of market orientated
companies illustrating how their products meet the needs and wants of
consumers.
Essay two (submission Mo9/03/2015)
Explain what market segmentation is and explain how organisations
segment consumer markets. Give examples to illustrate your points.
Essay three (submission M27/03/2015)
What is the marketing communications promotional mix? Explain what
each element of the promotional mix is and how this could be used for
different communication objectives? Give examples to illustrate your
answers.
Essay four (submission M24/O4/2015)
Explain the ethical and legal issues marketers should consider when
designing their marketing communications strategy
Grading criteria Use of appropriate marketing theory (40%)
Use of relevant examples (40%)
Structure and referencing (20%)
Key points Additional credit will be given for the following:
Quality of research
Depth of understanding
Well-supported arguments
Accurate referencing in line with the LBS standard referencing guide
Good standard of academic writing
Correct format
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