Marketing homework

ESSAY HAS A MAXIMUM OF 2000 WORDS!

Introduction(75-100 Words):

· Must define marketing as a process, which requires creativity & must adapt to the ever changing needs of the environment. Define the company that will be chosen as Microsoft. Briefly outline Microsoft’s marketing planning and briefly highlight the arguments.

Body :

1.

1.1 Corporate strategy. Outline the new overall strategy (such as the recent shift to a “new Microsoft” ideology, & moving to a more consumer focused company with the shift to the devices and services company). This must be then linked to marketing decisions (& Strategies), analysing the business environment.

1.2 Start from the Strategic (Long-term Aims), then to the Operational (medium-term aims), and then tactical decisions (day-to-day goals) of the mainly the marketing aims of Microsoft.

2. Outline the business environment of Microsoft, & investigating both the micro & macro aspects of Microsoft.

3.

3.1 Look at tools (including but not limited to) Positioning & Targeting. Look at Microsoft attempt to Reposition itself in the consumer market, creating new devices, allowing for a more seamless experience and link between their software and hardware. Allowing for consumer benefits when adopting several of Microsoft’s Products/Services.

3.2 Link this to the company’s current orientation in regards to the marketing mix.

4.

4.1 This is where the examples should be fully utilized, Look at Microsoft’s shift into the “One Microsoft” Brand, & how the current shift in Microsoft’s Strategy affects its Marketing decisions.

4.2 Introduce the Marketing plan, linking it to (5.1).

Conclusion(75-100 Words):

Draws 2-3 arguments together, providing a simple overall explanation of what this essay Has concluded.

PROFESSOR GUIDELINES:

· No First Person Narrative.

· Look at Journals (regarding areas of studies such as International Marketing, Product Design, etc.). Look at reputable Sources of online information (The times, BBC, etc) not Swot.com or essay.com or any similar websites. Including a source from a book would be greatly appreciated and would help improve overall essay quality.

· AT THE END OF THE DAY, ALWAYS REMEMBER THIS ESSAY IS ABOUT MARKETING PLANNING, using Microsoft as a support example.

· Use contemporary todays examples.

· Don’t sidetrack to advertising.

· Always look at both sides of the argument, showing preference to the one that fits more with the overall essay Ideas and arguments.

· ALWAYS critically analyse both sides of the argument.

· Don’t change the Q

· Only start to thoroughly use examples in the essay at around 100 words (maybe 800-900 is fine as well).

·

Use the Harvard referencing system

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