Instructions Step 1. Consider the company you currently work for or worked for in the past, or, alternatively use one of the following Australian companies: Lion, Australia Post, Breville. Step 2. Focus on the marketing function in the company and the marketing professionals employed by the company. Reflect on the practical skills the marketing managers should possess in order to solve complex marketing problems, design successful marketing and branding strategies, develop and launch new products in the marketplace, and grow market share, dealing with social and environmental issues. Step 3. Apply critical thinking to evaluate the connection between the concepts, principles and analytical frameworks studied in this unit and the marketing professional skills, identified by you in Step 2. Identify and discuss the required analytical, problem solving and strategy design and strategy implementation skills, essential for the marketing professionals in the company. Illustrate by actual examples from the company you are analysing. The background information for this assignment is found in the weekly LEO sections and the textbook, however students need to conduct their own research to collect additional information from the marketplace (i.e. the company they will analyse, the industry in which it operates and the competitive environment in which it competes), in order to develop a very good understanding of the skills actual companies require in their marketing professionals. You can do some investigation of the skills associated with a variety of managerial marketing jobs and get access to job descriptions in the company you work (or worked for previously). You should also search ACU’s electronic library to find some recent academic articles focusing on the marketing professional’s portfolio of skills, and how these skills drive performance. The articles should be peer-reviewed and published in the last 5 years. You may use other sources as well, but at least 6 must be from reputable, peer-reviewed journals.
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