Critically discuss this statement using examples where relevant.
Your essay should be supported by relevant theory. All sources referred to in the essay should be fully referenced. These sources MUST include at least 7 academic references (book chapters but please also try to include journal articles). Your essay is to be word processed using a 12 point font and one and half line spacing. Please use the Harvard system of referencing and pay attention to detail when citing references in the text and listing them correctly in a reference list at the end of your essay. The 1500 word limit does include in text references but it does not include the reference list.
Assessment Criteria
For your guidance, the criteria against your coursework assessment will be assessed include:
Structure, style and presentation
Effective selection and organisation of information to answer the specific requirements of the task
Logical essay structure and coherent writing style
Appropriate presentation of references and any supporting company/industry documentation
Depth of understanding of issues related to the question
Appropriate application of relevant theories and concepts within the context of the requirements of the assessment
Essay content clearly and explicitly linked to the requirements of the task
Balance between description and critical analysis
Appropriate interpretation of literature gained through research and its application to the specific requirements of the essay
Critical evaluation of theories relating to the essay question
Quality of research and use of sources
Identification of relevant theories and concepts from the academic literature
Evidence of research relating to these relevant theories and concepts
Appropriate synthesis of a range of material that addresses the specific requirements of the essay questionCritiquing the Marketing Mix
some useful material:
Brownlie, D., & Saren, M. (1992). The four Ps of the marketing concept: prescriptive, polemical, permanent and problematical. European Journal of Marketing, 26(4), 34-47.
Constantinides, E. (2002), The 4S Web-Marketing Mix Model, E-Commerce Research and Applications, Elsevier Science, July 2002, Vol. 1/1, pp 57-76.
Grönroos, C. (1994). From marketing mix to relationship marketing: towards a paradigm shift in marketing. Management decision, 32(2), 4-20.
Goldsmith R. E. (1999). The Personalised Marketplace: Beyond the 4Ps. Marketing Intelligence and Planning, 17(4), 178-185.
Constantinides, E., (2006). The marketing mix revisited: Towards the 21st century marketing. Journal of Marketing Management 22, 407–438.
