BMAN73081 Marketing Management Coursework Essay, University of Manchester

The essay assignment title is:

For an organization of your choice:
Critically evaluate whether marketing tactics (e.g. implementing the marketing mix) are more important than market analysis (e.g. analysing the market environment). Include examples from practice and theory to support your answer.

1.UNDERSTANDING
2. QUESTIONING
3.  EVALUATING
4.  COMPARING AND CONSTRASTING THE POINTS YOU MAKE – THIS INVOLVES FINDING DIFFERENT POINTS OF VIEW IN THE ACADEMIC LITERATURE

To address this question, you need to discuss, with respect to the organization you have chosen, whether marketing tactics are more important than market analysis. You may argue that this is a matter of degree.

You will need to draw extensively on research readings (academic journals) in addition to textbooks and lecture notes. Do not try to find case studies or pieces of work that analyse the company, use the organization’s website and other social media to give you examples of practice.
Tip: You might want to use some of the skills you learnt in our fourth seminar and what you find by exploring the additional information in Cadmus. We would suggest that research for the essay starts with the book chapters and articles on the reading list,
 
followed by search for and review of some of the journal articles cited, and wider search of academic and practitioner sources to include those in the library databases.
The Assessment Criteria are (see separate rubric for further detail)
•    Introduction - clearly signals what will be included and the approach to be taken
•    Focus on the question set - how well the set question is answered
•    Argument C analysis - are coherent, focused and relevant to the question. Shows evidence of critical reflection
•    Organization C structure - is clearly structured, the argument develops logically 

Try to work in the Cadmus environment- this will back your work up and keep it safe.

Length 2,000 words maximum excluding references

Penalty for late submission 
Please refer to the separate document uploaded into the assignment section of Blackboard
Copies Keep a copy of your essay.
Sources Consult as wide a range as possible of library materials and other sources when preparing your essay. This may include textbooks, journal articles, CD ROM materials, Internet, secondary data sources etc.
Do not use Wikipedia.
Examples Include examples to back up your ideas and suggestions.
Format Please use a 12 or 14 sized font for your essay

References All references should be clearly cited throughout the text of your essay. The normal style of referencing is of the form: 'as reported by Turnbull (1SS7)'. or 'as discussed by several authors (e.g. Turnbull, 1SS7; Yorke, 1SSc; and Lewis, 1SS5). If
you are quoting verbatim, from any of the above sources, you should also provide the page number, e.g. (Turnbull, 1SS7, p.23). Do not use too many direct quotations or quote long passages of text. Bibliography Your sources should be listed alphabetically, with full references, at the end of the essay. Use the Harvard style:

Books and reports
Ford, D. (1SS7) Understanding Business Markets, 2nd edition. London: Academic Press.

Chapters of books
Blois, K. (1SS1) "Marketing and Non-Profit Organizations", in Baker, M.J. (ed.) The Marketing Book, 3rd edition. London: McGraw Hill. pp. c78-cS0.

Articles in journals
Shostack, G. L. (1S82) "How To Design A Service", European Journal of Marketing, Vol. 1c, No. 1, pp. 4S - c3.

Internet Give the name of the author if indicated. If not use 'anonymous’:

Anonymous (2008) http://www.harcourtcollege.com/marketing/students/busines  s.htm. [Accessed on 01/09/2009].

If an official report (without a named author) is cited, quote the issuing body, newspaper, government department etc., as author. Where more than one paper is cited by the same author in the same year use letters ‘a’, ‘b’ etc., to differentiate: Anonymous, (2008a), Anonymous, (2008b).