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Assignment 1 MKTM001/3

(Principles of Marketing) This assignment constitutes 40% of your overall grade for this

Submission date: Thursday 31st March 2011.

“The centrality of marketing in creating growth and shareholder value suggests a new role
for marketing both as a discipline and function…The concept of marketing that will make
it more effective in tomorrow’s boardroom is one of contributing to the creation of
shareholder value. It can be defined as follows:

Marketing is the management process that seeks to maximise returns to shareholders by

developing relationships with valued customers and creating a competitive advantage.”

Doyle, P., (2000), Value-Based Marketing, Chichester: Wiley, p29.

By reference to academic literature, critically evaluate Doyle’s definition of

marketing. Using examples, indicate how a company could apply this definition to
create and manage its marketing strategy.

You are required to produce an academic paper which demonstrates your understanding of
key aspects of the Principles of Marketing.

The 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.

The paper also needs to be grounded in a 'real world' business context, identifying
application to strategy development. To do this, you may select an organisation with which
you are familiar, or produce generic recommendations for practicing managers.

Presentation and Marking Scheme

1. 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.

2. It should be of 2,000 words, excluding appendices. The word count for the assignment
should appear on the front page.
3. This assignment should reflect a balance between:
a. theoretical understanding, evidenced by research from a range of academic
journal sources – minimum 4.
b. practical application of theory, evidenced by application to marketing strategy
to illustrate your discussion and evaluation.

4. Assessment Criteria

Marks will be allocated as follows:

• Structure and Presentation (15%): Correct use of referencing, bibliography.

Structure and quality of written expression

• Use of Appropriate Literature (30%): Evidence of research within the academic

literature. Reference to 4 academic papers is a minimum requirement.

• Use of appropriate examples (25%): Evidence of ability to apply key concepts

within a practical context. Use of examples in support of the debate.

• Level of critical analysis (30%): Evidence of engagement with the academic

literature. Flow and coherence of the theoretical argument, culminating in logical