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During the Marketing Contexts module you are exposed to key aspects of marketing theory development in a number of contexts such business-to-business. In the process, you are encouraged to identify the challenges that organisations might face in trying to market products and/or services in these contexts.
Please focus on Business to Business theories and the company is based in the UK. you can choose one specific company or a sector.
Your discussion paper should include the following:-
a) A critical review of the key theory and concepts currently being debated in the academic literature relating to your chosen context.
This section should take up roughly 50% of the length of your discussion paper.
b) Your suggestions about how some of the theory/concepts covered in a) could be used by marketing managers to help them do their job more effectively.
(Please contextualise your suggestions by focussing on a real-life organisation and considering how it would benefit from an understanding of the latest academic debate.)
This section should take up roughly 30% of the length of your discussion paper.
c) A reflection on the various topics covered in the module and how you think a knowledge of marketing in different business contexts is likely to broaden your personal perspectives on the discipline.
This section should take up roughly 20% of the length of your discussion paper.
Assessment criteria
The following assessment criteria will be used:-
1. Demonstrates an understanding of appropriate theoretical concepts and models
The student effectively establishes the context for the task set and clearly identifies and understands the body of theory that is relevant for the subject under study. It is not necessary to present all theories, concepts and models in full detail, rather the student should focus on the key areas and should assume that the reader is familiar with the basic issues. The material presented should really aim to go beyond the overviews provided in the lectures.
2. Demonstrates an ability to evaluate the literature and synthesise
The student offers an analytical and critically evaluative review which compares and contrasts differing perspectives and assesses them in order to develop and synthesise concepts which reflect the student’s own viewpoint. Arguments are well balanced and connections between concepts are demonstrated.
3. Practical application of theory to the chosen marketing context
The student should be able to show in what ways an organisation can make use of some of the key theoretical issues identified in the academic literature.
4. Personal reflection on the module content
The student should be able to show in what ways a study of marketing in different business contexts is likely to broaden his/her perspectives on marketing.
5. Presentation and referencing
The work is consistently and clearly formatted and it ties together tightly as one complete document. Harvard referencing is accurate throughout the discussion paper and in the list of references at the end.
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