Assignment Brief

Purpose of the Assessment
This assignment has been designed to allow students the opportunity to explore the underlying importance of marketing and a marketing philosophy within organisations, and to society as a whole

Assessment Task
It is proposed that the concept of marketing orientation has a number of components:

• customer orientation: understanding customers well enough continuously to create superior value for them;
• competitor orientation: awareness of the short- and long-term capabilities of competitors;
• interfunctional co-ordination: using all company resources to create value for target customers;
• organisational culture: linking employee and managerial behaviour to customer satisfaction;
• long-term creation of shareholder value: as the overriding business objective.

Hooley, G., Piercy, N., and Nicoulaud, B., (2012) Marketing Strategy and Competitive Positioning, 5 th Ed. FT Prentice Hall p.8.

By reference to academic literature, critically evaluate this perspective on marketing orientation. For an identified organisation – preferably, the one within which you work, or an organisation of your choice – assess its effectiveness in these components, making management recommendations. You can compare and contrast your chosen  organisation with other organisations to demonstrate particular points, and to illustrate key concepts with practical examples.

You are required to produce a business report that demonstrates your understanding of key aspects of marketing orientation. The report should be of relevance to the organisation of your choice and be of in interest to the managing Director (or equivalent).

The report should be addressed to an interested management readership. It should have:

• a sound theoretical and conceptual perspective, containing evidence of critical debate with reference to appropriate academic literature.
• an effective practical foundation, which makes management recommendations.

Assessment Submission
Online submission only. To submit your work, please go to the ‘Submit your work’ area of the Module NILE site. It is important that you submit your work to the correct module NILE site, and that your work is submitted on time. Deadline for first submission is 18 th April, 23.59h.

The work will be submitted in essay format and should be 2000 words, +/- 10%. University policy regarding the presentation of references must be followed.

Any assignment that exceeds the given word count will be penalised.

Academic Practice
This is an individual assignment. The University of Northampton policy will apply in all cases of copying, plagiarism or any other methods by which students have obtained (or attempted to obtain) an unfair advantage.

Support and guidance on assessments and academic integrity can be found from the following resources

Assessment Guidance
See below.

Learning outcomes
The learning outcomes being addressed through this assignment are:

Knowledge and understanding

a) justify, using robust practical and theoretical evidence, the application of marketing across a variety of organisational contexts.
b) apply a range of analytical models and conceptual tools and techniques in the marketing decision process, in particular with respect to environmental analysis, marketing planning and control to produce superior l marketplace
performance.
c) Critically select & apply relevant marketing theories, conceptual models & frameworks in the development of marketing strategies within a dynamic business environment.
d) Demonstrate knowledge applied to evaluate marketing practice in relation to the cross-functional aspects of business & management with the goal of enhancing long-term shareholder value or other measures of success

Subject specific skills

e) Synthesise complex organisational based information, together with dynamic external data into effective marketing lead planning strategies.

Assessment criteria
Please consult the Assessment Matters section of the Common Academic Framework
– Student Guide for information on the general grading criteria.

In order to gain a good pass for this assignment at this level students are expected to pay attention to the following:

Structure and clarity of expression
The fundamental features of well-structured work are expected as the norm at this level with students often involved in developing a suitable conceptual framework in order to evaluate and analyse the issue or question set. There will be proper attention to the type and style of the assignment – in this case academic essay – and the work should remain clearly focused, follow a logical sequence and clear sense of direction even though more complex issues are addressed.

Reading/Research and Referencing
Reading should extend beyond general marketing texts and encompass specialist texts as well as the extensive use of journal articles, periodicals including professional/industry publications. Students should also demonstrate a more
selective approach to their reading in order to improve the quality of their work through varied, appropriate sources to logically develop and support their argument. The proper, accurate presentation of quotations and references is expected and inaccuracies will be penalised, as will the over-reliance on a single source or limited sources of information.

Content and understanding
Knowledge itself is not necessarily rewarded at this level. While extensive knowledge and understanding is expected, it is how this is used in analysis which is more important. Capable students will demonstrate an awareness of contemporary issues and importance of adopting an organisation wide marketing philosophy to contribute
to greater stakeholder engagement, customer satisfaction and value creation. Capable students may realise that a definitive answer to particular concerns posed by the essay question may prove elusive.

Analysis/Evaluation
Students should demonstrate an ability to identify the key issues which are most relevant to the given area of marketing strategy, philosophy and application – centred on its overall purpose, usage and effectiveness. The ability to appraise and evaluate marketing concepts, theories and frameworks and their application for gaining understanding and insights regarding their chosen example is expected and students should be able to demonstrate skills of critical evaluation of theory during their work.

Application to industry
Students should demonstrate the ability to integrate theory into practice and increasing abilities to evaluate the embedded marketing philosophy and its resulting outcomes for relevant businesses and organisations.

Grading / feedback guidance
The table on the following pages serves as a general grading guide to assist you in preparing, structuring, presenting and evaluating your own work. Lecturer feedback will also include specific remarks on strengths and aspects for improvement as well as overall comments on the assignment as a whole.