You are required to produce a business report which demonstrates your understanding of key aspects of the Principles of Marketing. The report should have a sound theoretical and conceptual perspective, containing evidence of critical debate within an appropriate academic literature. A minimum of 4 academic articles should be referred to. Despite being a business report format, your material should be explicitly referenced (using the Harvard referencing system). The paper also needs to be grounded in a ''real world'' business context, making recommendations for an organisation of your choice. Please use an appendix for any descriptive background material on your selected organisation. This appendix will NOT directly contribute to your mark. Presentation and Marking Scheme 1. The assignment should be presented as a business report, addressed to an identified person or position within your selected organisation. 2. The report should be based on the material studied in module sessions 1 to 7 inclusive. It should not take as its focus operational planning of marketing activities. 3. It should be of 2,500 words, excluding appendices. Each question has equal weighting and you are advised to proportion your effort accordingly. Appendices should be used for supporting information only, and not used to extend the word count. The word count for the assignment should appear on the front page. 4. This assignment should reflect a balance between: a. theoretical understanding, evidenced by research from a range of academic sources – minimum 4. b. practical application of theory, evidenced by management recommendations to illustrate your discussion and evaluation. 5. Assessment Criteria Marks will be allocated as follows: • Knowledge and Understanding (30%): Clarity of articulation of marketing in its philosophical and practical dimensions. Level of debate in critical evaluation of the assignment proposition and academic sources used. • Application of Knowledge (30%): Evidence of ability to apply key concepts within a practical context. Use of examples in support of the debate. • Selection, Organization and Interpretation of Material (25%): Flow and coherence of the theoretical argument, culminating in logical conclusions. • Presentation (15%): Correct use of referencing, bibliography. Structure and quality of written expression