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Critically appraise the information requirements for marketing planning and management at both operational and strategic levels.
Module Name: MKTM044 Strategic Marketing Management
ES1: Marketing Orientatio
Please see NILE under Assessment Information
Feedback and Grades due:
Please see NILE under Assessment Information
Please read this assessment brief in its entirety before starting work on the Assessment Task.
The Assessment Task
The purpose of this assignment is to explore in academic and practical terms the nature of market orientation.
It is proposed that the concept of market orientation has a number of components:
customer orientation: understanding customers well enough continuously to create superior value for them;
competitor orientation: awareness of the short- and long-term capabilities of competitors;
interfunctional co-ordination: using all company resources to create value for target customers;
organisational culture: linking employee and managerial behaviour to customer satisfaction;
long-term creation of shareholder value: as the overriding business objective.
Hooley et al. (2020) Marketing Strategy and Competitive Positioning, 7th Ed. FT Prentice Hall p.8.
By reference to academic literature, critically evaluate this perspective on market orientation. For an identified organisation with which you are familiar, assess how far market orientation has been applied, making management recommendations for improvement.
The essay should have:
a sound theoretical and conceptual perspective, containing evidence of critical debate within an appropriate academic literature, including international considerations in market orientation. A minimum of 5 academic journal articles should be referred to. Please check the Online Library link on Nile and access the Reading List to access the journals and articles database.
an effective practical application, which makes management recommendations.
The essay should be based on the material studied on the module. However, there needs to be clear evidence of extensive additional academic reading and engagement with the topic at Master’s level.
It should be 1,600 words (+/- 10%), excluding appendices. The word count for the assignment should appear on the front page/cover sheet.
This assignment should reflect a balance between:
a) theoretical understanding, evidenced by research from a range of academic journal sources
b) practical application of theory, evidenced by application to marketing strategy to illustrate your discussion and evaluation.
It is an important requirement of the task that you address the specific task stated in this brief and use your own words and ideas.
On successful completion of this assessment, you will be able to:
The learning outcomes that are being assessed in this assessment are a, b & e:
a) Critically appraise the information requirements for marketing planning and management at both operational and strategic levels.
b) Apply a range of analytical models and conceptual tools and techniques in the marketing decision process.
e) Explore an evidence based approach to problem solving within a marketing and professional context.
Your grade will depend on the extent to which you meet these learning outcomes in the way relevant for this assessment.
Please see the grading rubric on NILE for further details of the criteria against which you will be assessed.
Specific support sessions for this assessment will be provided by the module team and notified through NILE. You can also access individual support and guidance for your assessments from Library and Learning Services. Visit the
Skills Hub to access this support and to discover the online support also available for assessments and academic skills.
Academic Integrity and Misconduct
Unless this is a group assessment, the work you produce must be your own, with work taken from any other source properly referenced and attributed. For the avoidance of doubt this means that it is an infringement of academic integrity and, therefore, academic misconduct to ask someone else to carry out all or some of the work for you, whether paid or unpaid, or to use the work of another student whether current or previously submitted.
For further guidance on what constitutes plagiarism, contract cheating or collusion, or any other infringement of academic integrity, please read the University’s
Academic Integrity and Misconduct Policy. Also useful resources to help with understanding academic integrity are available from UNPAC .
N.B. The penalties for academic misconduct are severe and can include failing the assessment, failing the module and expulsion from the university.
To submit your work, please go to the ‘Submit your work’ area on the NILE site and use the relevant submission point to upload your report. The deadline for this is 11.59pm (UK local time) on the date of submission. Please note that essays and text based reports should be submitted as word documents and not PDFs or Mac files.
Written work submitted to TURNITIN will be subject to anti-plagiarism detection software. Turnitin checks student work for possible textual matches against internet available resources and its own proprietary database. Work
When you upload your work correctly to TURNITIN you will receive a receipt which is your record and proof of submission. If your assessment is not submitted to TURNITIN, rather than a receipt, you will see a green banner at the top of the screen that denotes successful submission.
N.B Work emailed directly to your tutor will not be marked.
Late submission of work
first sits, if an item of assessment is submitted late and an extension has not been granted, the following will apply:
Within one week of the original deadline – work will be marked and returned with full feedback, and awarded a maximum bare pass grade.
More than one week from original deadline – grade achievable LG (L indicating late)
resits there are no allowances for work submitted late and it will be treated as a non- submission.
Please see the
Assessment and Feedback Policy for full information on the processes related to assessment, grading and feedback, including anonymous grading. You will also find the generic grading criteria for achievement at University Grading Criteria. Also explained there are the meanings of the various G grades at the bottom of the grading scale including LG mentioned above.
The University of Northampton’s general policy with regard to extensions is to be supportive of students who have genuine difficulties, but not against pressures of work that could have reasonably been anticipated.
For full details please refer to the
Extensions Policy. Extensions are only available for first sits – they are not available for resits.
For guidance on Mitigating circumstances please go to
Mitigating Circumstances where you will find detailed guidance on the policy as well as guidance and the form for making an application.
Please note, however, that an application to defer an assessment on the grounds of mitigating circumstances should normally be made in advance of the submission deadline or examination date.
Feedback and Grades
These can be accessed through clicking on the Feedback and Grades tab on NILE. Feedback will be provided by a rubric with summary comments.
MKTM044 Strategic Marketing Management