PGBM15: Marketing Management
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Please prepare a report of no more than 4,000 words (+/‐ 10%). You must use Harvard Referencing throughout the body text and your reference list. You are expected to undertake your own original secondary research of both academic sources such as journal articles and trade press such as newspaper articles or blogs as well as demonstrating the personal study & reading you have undertaken during the module.
1. Please explain the difference between: ‐ a mission statement, a corporate objective, a marketing objective, and a promotional/communication objective. Illustrate your answer with examples. 20%
2. Critically evaluate current Best Practice in researching the competitive environment of an organisation. 30%
3. Critically evaluate the main differences between Marketing Management Theory & Relationship Marketing Theory. Explain the different marketing strategies available for organisations using Marketing Management Theory or those using Relationship Marketing theory. 50%
The Postgraduate Marking Grid will be used.
