Reference no: EM132358970

Fundamentals of Marketing Assignment -

Assignment objectives:

• To gain an understanding of the major conceptual and theoretical principles upon which the practice of marketing is based.
• To develop higher order, critical thinking skills with regards to how key marketing concepts can be used in analysing a range of marketing problems.

Assignment Overview - You will produce a document about 'what is marketing', drawing from a variety of sources to reach your own conclusion.

The document will be in three main parts:

• Definitions of marketing from interviewing three individuals, representing 'public opinion'.
• Definitions of marketing from two reputable academic or industry sources.
• A conclusion section.

Part 1 - Public Opinion ("Vox Pop")

Marketing can mean many things to many people. Like the proverbial tale of 'blind men defining an elephant', people often define marketing according to who they are and how it is relevant to them. Your task is to capture some of these opinions (plus why they said it), and create a profile of who made those opinions. To do this, you must interview at least three people with different characteristics to get as much contrast as possible between the different point of views (e.g different age groups, occupations, life situations, etc).

Specifically, you will need to record the following information from your respondents: Age, City/State of residence, Occupation, Life-stage, and major life- goal in the next three years.

You will then report these in a way that is both informative, appealing to read, but also anonymous. It is important to collect information about their characteristics, but it is crucial that you do not report their real names and pictures!

For privacy reasons, you must keep a record of your respondents' details for yourself, but you must create an 'avatar' to anonymize them in your report. Make sure that the fake name and picture represents their characteristics.

Part 2 - Formal Definitions

To balance the previous section, you will need to search for two formal definitions from reputable and authoritative sources. These could be from reputable marketing associations, industry leaders, or influential scholars in the field of marketing. You will also need to justify why you have chosen these definitions. As above, you are free to determine how to best present this information, but we will be looking for it to be cited using the proper referencing techniques (e.g Harvard style).

Part 3 - Conclusions

Here you will present your own synthesis of 'what is marketing' based on the various information you have gathered and your own understanding. Your own definition must be a concise, one sentence definition. You must also explain and justify your thought process of drawing this conclusion. We will be looking for how well you have considered the different viewpoints and how your definition reflects a maturity of understanding.

When reading your assignment, the markers will be guided by these three questions, elaborated on the rubric at the end of this document:

To what extent is the work derived from reliable and varied enough sources that together create a comprehensive picture of marketing?

To what level does it showcase and justify how the various sources was used to arrive to the conclusion?

To what degree is the work compelling and creative, but also error-free and adheres to instructions (e.g word limit, referencing).

Attachment:- Fundamentals of Marketing Assignment File.rar