Assignment marketing
(Principles of Marketing) This assignment constitutes 40% of your overall grade for this module.

“The centrality of marketing in creating growth and shareholder value suggests a new role for marketing both as a discipline and function…The concept of marketing that will make it more effective in tomorrow’s boardroom is one of contributing to the creation of shareholder value. It can be defined as follows:

Marketing is the management process that seeks to maximise returns to shareholders by developing relationships with valued customers and creating a competitive advantage.”

Doyle, P., (2000), Value-Based Marketing, Chichester: Wiley, p29.

By reference to academic literature, critically evaluate Doyle’s definition of marketing. Using examples, indicate how a company could apply this definition to create and manage its marketing strategy.

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