assignment

Assignment brief.

Part A is more academic part B is more about the industry.

Part B no need for references because is more about my opinion .

10-12 references.

WRITE IN FIRST PERSON AS I AM WRITING THE ESSAY.( I think, I looked).

Individual written assessment that comprises of two interlinked elements:

A) 1700 word critical review of the marketing concept / marketing theory that highlights key arguments and challenges of marketing in the current business environment. The review forms the academic underpinning for an industry focused and conceptual approach in part B

B) 1300 word article written for a professional audience that makes a contribution to the future development / knowledge base surrounding the marketing concept based on key findings from part A.

You need to ensure that your paper sits within the broad themes of the module in terms of the ‘reformation of marketing’ and ‘futurism’, and you can link issues from across the marketing subject area.

In Part A you are considering the challenges of marketing in the current business environment (and we define current as now and over the next 3-5 years). In Part B, you take these current challenges and project forward by 10, 15, 20 or even 30 years proposing your solution(s). The underpinning question is about how the challenges that we currently face in marketing over the coming 3-5 years are solved with new / innovative / creative approaches to marketing over the next 10-30 years.

You may, if you wish to, draw upon material from outside of the marketing subject e.g. technology, sociology, medicine, psychology, engineering, science, geography, economics (to name a few) – but will need to make sure the link / context to the module in terms of marketing and futurism is clear.

You should submit the assessment as one combined paper but ensure that Part A and Part B are clearly identified as separate sections. You do not need to include a contents page.

You should also consider a title for each Part. The title for Part B in particular should have a ‘hook’ or ‘angle’ that will attract the audience and encourage sharing amongst peers.

Points For Guidance – Part A

Part A should raise critical questions designed to challenge current thinking about marketing (problem). You may want to consider concluding Part A with the raising of a question or the making of a statement that leads into your Part B, where you have own ideas / opinions about emerging or future developments in marketing (solution).

Part A should form the academic underpinning for the industry focused and conceptual approach required in Part B e.g. setting the groundwork for your innovative approach / solution(s) to future marketing problems.

The problem and solution can be defined in their broadest / most general sense, or something more specific and focused. For example, general approaches to marketing planning that need to change, or a more focused revisiting of how emerging technologies can impact upon consumers and communication.

Points For Guidance – Part B

Part B should be written for a professional / business audience rather than academic and can assume a certain level of prior knowledge of the subject area amongst your potential readers. The article should make a contribution to the future knowledge base and development of approaches to marketing.

The focus is on your own professionally informed opinion and conceptual (original) thinking. This can be solving the problem or answering your concluding question outlined through the literature in Part A, adding to the existing knowledge base, or devising a fresh approach to marketing (framework, definition, model etc)

You need to ensure that your paper remains within the broad themes of the module in terms of the ‘reformation of marketing’ and ‘futurism’. Part B should stem from the issues / questions / problems raised in Part A and be future orientated.

Assessment Criteria

Part A	Part B
Identification and critical analysis of the approaches to, and challenges of marketing, in the current business environment 25%	Ability to present an informed, rationale and compelling argument in relation to your future approach to marketing 20%
Type and range of sources referred to as part of the paper 25%	Original contribution to the knowledge base 20%
Engaging writing style, narrative, flow and structure 10%