BS503A Marketing Principles – 15%
BS501A Report Writing and Presentation 20%
Due: Lecture 4
Working individually, prepare a 5 minute presentation on one of the following topics:
1a) ‘There are five alternative concepts under which an organisation may conduct their marketing activities: the production, product, selling, marketing and societal marketing concepts.’ (Kotler, Adam, Brown and Armstrong, Principles of Marketing ed. 2, p17). Choose a company that has demonstrated a change in their marketing concept approach. Describe their old approach and their new approach. Why do you think they changed their approach? How has this change been demonstrated in their marketing activities?
1b) There are a number of current and emerging marketing issues which should be considered by marketers when developing their marketing strategies (discussed in lecture 2).
• Globalisation and global marketing
• Developments in information technology
• Expectation of greater environmental responsibility
• Expectation of ethical behaviour and social responsibility
Discuss two of these issues and explain how they affect the way companies carry out their marketing activities. Use relevant examples of companies and/or products for each of the two issues discussed
An appropriate company example has been chosen.
Main issues to be covered have been identified.
Audience has been analysed to determine their needs.
Locate and collect relevant data from identified sources.
Company’s old marketing approach has been defined and explained, using appropriate examples of marketing activities.
Company’s new marketing approach has been defined and explained, using appropriate examples of marketing activities.
Reasons for the change in marketing approach have been identified and explained.
Analyse data to identify trends, patterns, comparisons, observations, explanations and support for arguments.
Deliver oral presentation to designated group, using effective verbal...