Assignment 1

MKTM003

(Principles of Marketing) This assignment constitutes 40% of your overall grade for this module. Submission date: Thursday 1st December 2011. From the number and size of buyers to geographical location, demand and buying behaviors, business markets have a number of characteristics that contrast sharply with those of consumer markets. Kotler and Keller (2009) A Framework for Marketing Management, 4th ed., Pearson Education, page 117. By reference to academic literature, identify and critically evaluate the impact on marketing management of the differences between business-to-business and businessto-consumer markets. Using examples, illustrate the practical consequences of these differences. 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 conclusions.