Ritical analysis of contemporary issues and future developments in marketing

You may base your project on any organisation with which you are familiar. Where you do not have an organisation on which to base your project, you may adopt a case study approach but must source your own case study material.

[Note] Regardless of the organisation on which you base your assignment it should have experienced
several marketing challenges in competing in the marketplace. Such challenges include globalisation;
increasing brand awareness; increasing competitiveness; market share issues; faltering reputation, drive for new product development to name a few. No organisation is immune from these challenges, but seemingly, those organisations that survive and indeed, prosper have effective and efficient marketing systems and processes and can be led and managed by individuals who act quickly to protect and promote the business (and themselves) to ensure they excel in all they set out to achieve.

Your Role:
You may identify yourself as the Marketing Manager newly employed by the organisation, OR as an external consultant/ agent hired by the organisation. Either way, your role is to provide an appropriate response to the task identified below.
Assessment Component.
Students are required to undertake a critical analysis of contemporary issues and future developments in marketing to 2500-3000 words.
Please note the following when completing your assignment:
1. Writing: Written in English in an appropriate business/academic style
2. Focus: Focus only on the tasks set in the assignment.
4. Formatting: Typed on A4 paper in Times New Roman or Arial font 12 with at least 2.5 centimetre
space at each edge, double spaced and pages numbered.
5. Document format: In business report format, with a clear title, course, and name or ID number on a cover sheet and including a bibliography using Harvard referencing throughout.
6. Research: Research should use reliable and relevant sources of information e.g. academic books
and journals that have been peer reviewed. The research should be extensive.

Reading Essential:
Hooley, G.J., Saunders, J.A. & Piercy N.F. (2009) Marketing Strategy and Competitive Positioning, Essex,
Prentice Hall International.
Baker, M (2004) Marketing Theory, London, Thomson Learning.
Beller, K., Weiss, S. & Patler, L. (2007) The Consistent Consumer, Sedona AZ, LTS Press,
Brassington, F. & Pettit, S., (2010) Principles of Marketing, Harlow: FT Prentice Hall.
Chaffey, D., Ellis-Chadwich, F & Johnson, K. & Mayer, R. (2006) Internet Marketing, 3e, Essex, FT Prentice
Christopher M., Payne, A & Ballantyne, D. (2002) Relationship Marketing, Oxford, Butterworth-Heinemann.
de Chernatony, L & McDonald, M. (2003) Creating Powerful Brands, 3e Oxford, Butterworth-Heinemann.
Dibb, S., Simkin, L. M. and Ferrell, O. C., (2012) Marketing: Concepts and Strategies, 6e. Cengage Learning
Evans, M, Jamal, A & Foxall, G (2009) Consumer Behaviour, 2e, Oxford, Wiley.
Lodziak, C. (2011) The Myth of Consumerism, London, Pluto Press,
McDonald, M (2007) Marketing Plans, 6e, Oxford, Butterworth-Heinemann
Parsons, E. & MacLaran, P. (2009) Contemporary Issues in Marketing and Consumer Behaviour, London,
Butterworth Heinemann.
Smith, B. (2005) Making Marketing Happen, Oxford, Elsevier.
Solomon, Bamossy, Askegaard & Hogg (2010), Consumer Behaviour a a European Perspective 4e FT
Prentice Hall
Journal of Strategic Marketing
Journal of Marketing Management
Journal of Marketing
Journal of Marketing Research
Marketing week
CIM, The Chartered Institute of marketing (online) Available from:
ed (online) Available from:
.economist.com (Accessed: 26-08-2012)