Marketing homework

TERM 1: MARKETING ESSAY QUESTION

SEPTEMBER 2013

Write an essay of 2000 words on the following topic:

' A systematic approach to marketing planning is essential to successfully inform the marketing decisions made within a contemporary international company.' Critically evaluate this statement.

Please note the following general points to essay writing:

O Quality and depth of background research (i.e. range of sources used including books and journal articles and other sources, such as the internet, where appropriate).

O Demonstrated understanding of conceptual / theoretical issues.

O Clear structure, style and argumentation.

O Adequate documentation of sources, this includes referencing using a consistent, recognised method.

O Presentation, essays must be typed, using line spacing of at least one and a half with adequate margins.

O Ability to meet the word limit, essays that are too long or too short may be penalised (plus / minus 200 words either way is acceptable).

A good essay goes through several drafts! Read your work several times during and after writing your essay.

Plagiarism

Plagiarism is the copying or close paraphrasing of published or unpublished work, including material downloaded from the internet or the work of another student, without the use of quotation marks or due acknowledgement. This is regarded as a serious offence. Work that contains a substantial amount of such material may automatically receive a mark of zero.

SUBMISSION DATE FRIDAY 6th DECEMBER 2013.

Reading List

This is not an exclusive bibliography! It is intended to be a guideline for the essays and the course in general. The library is full of many more sources. Students are also encouraged to make use of the Internet and keep up-to-date with current events.

Brahm, L: China's Century: Wiley: (2001).

Knapp.D: The Brand Mind-set: McGraw Hill: (2000).

Drawbaugh, K: Brands in the Balance: Pearson: (2001).

Usunier, J.C: Marketing Across Cultures: Prentice Hall: (2000).

Dibb, Simkin & Bradley: The Marketing Planning Workbook: Routledge: (1996).

McDonald & Christopher: Marketing: Palgrave: (2003).

Phillips, Doole & Lowe: International Marketing Strategy: Routedge: (1994).

Kinni, T.B & Ries A: Future Focus How 21 Companies are Capturing 21st Century Success: Capstone: (2000).

Heilemann.J: Pride Before the Fall: The Trials of Bill Gates and the End of the Microsoft Era: Harper Collins: (2001).

Heller R & Spenley P: Riding the Revolution: How Businesses Can Transform Themselves to Win the E-Wars: Harper Collins Business: (2000).

De Chernatony, L & McDonald, M: Creating Powerful Brands: Butterworth Heinemann: (1998).

Bradley. F: Marketing Management: Prentice Hall: (1995).

Edwards, H & Day D: Creating Passion Brands: Kogan Page: (2005).

Haywood. R: Corporate Reputation, The Brand & the Bottom Line: Kogan Page:

(2005).

Steinbock. D: The Mobile Revolution: Kogan Page: (2005).

Mill. D: Content is King: Elsevier/ Butterworth - Heinemann: (2005).

NEIL COADE 30.09.13