Marketing

COURSEWORK ASSIGNMENT
(40% of total weighting for the module)

Essay (approximately 1,500 words) – to be handed in to the BBS Admin Building no later than 18 March 2016.
In view of the dynamic nature of the marketing environment, to what extent do you consider consumers to be, in practice, central to marketing

activities?
Learning Outcomes

In completing this assignment students should be able to:

– explain the nature of the environment within which marketing takes place

– display an understanding of the ever-changing nature of the marketing environment and how this impacts on marketing activities

– discuss meaningfully the central role of consumers in the formulation of a marketing strategy

– analyse the relative importance of consumers and the marketing environment in the implementation of a marketing plan

Assessment Criteria

THRESHOLD (pass)
A student should demonstrate knowledge and understanding of the key aspects of a marketing environment and the role of consumers in the

formation of a marketing plan

GOOD
A student should demonstrate a wide knowledge and understanding of the broad areas of a marketing environment as well as the role of consumers

in the formation of a marketing plan and, in addition, an enhanced capacity to develop and apply their own informed perspectives

EXCELLENT
A student should demonstrate a comprehensive and an in-depth knowledge across the broad areas of the marketing environment, its significance

together with that of consumers in the formation of a marketing strategy as well as demonstrating excellent critical and reflective abilities
asb1104ASSIGNMENT dj 01.16

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