Part B of the exam (1000 words) (Part B question a -700 words) (Part B question b- 300 words) Total 1000 words.
Part B question a(700 words)
-Provide a critical review of the key issues emerging from current debate in the academic and practitioner literature in one of the following areas:
-Corporate reputation management
-Sustainability
-Social media marketing
-Big data
-Alliances/networks
-Marketing innovation
Note: Your review should attempt to explore new theoretical ideas and concepts in your area of interest, using suitable academic and practitioner sources to support your discussion. Whilst the majority of your source material will be current, this will not preclude you from referring to occasional ‘classic’ articles where necessary. Your review must conform to Harvard referencing conventions.
Part B question b (300 words)
Academics continue to feel frustrated at what they perceive to be a lack of willingness amongst marketing practitioners to embrace new ideas and new ways of doing things. Critically evaluate how a knowledge of the issues explored in a) above could be relevant to a marketing manager in performing his/her role more effectively. You should relate your answer to an organisation of your choice.
Note: You must attempt to critically evaluate the extent to which the theory and ideas discussed in your literature review are relevant and useful in the workplace. In other words, you must show how new ideas and new ways of doing things (arising from the exploration of your chosen area of interest) could benefit a marketing manager in performing his/her role more effectively. Don’t forget that you need to frame your answer within the context of an organisation of your choice.
Part C: Implementation and control (1000 words)
Question 4 You are applying for a marketing manager position and have been asked to write a report around the topic of control in advance of the upcoming interview. You have been given an outline structure, but you now need to provide the detail. Your response should cover the following issues and be related to the organisation to which you are applying :
- A critical evaluation of the importance of the control stage of the strategic market management process.
Note: Your answer should be derived through a combination of defining what control is, critically evaluating where it fits in the strategic market management process and exploring the importance of being able to control plans effectively. Ultimately, you might be able to conclude whether or not it is worth marketing managers making an issue out of control. Don’t forget… you should focus your answer on the organisation to which you are applying. (5 marks)
- Critical evaluation of the problems that marketing managers are likely to face in trying to introduce control measures at the final stage of the strategic market management process.
Note: Your answer should be derived through a critical evaluation of the potential challenges encountered when introducing potential control measures into the workplace. Don’t forget…you should focus your answer on the organisation to which you are applying. (5 marks)
- Critical review of how marketing metrics can help practitioners adopt a more ‘scientific’ approach to controlling marketing activities. In the process, you should critically evaluate a number of key marketing metrics that marketing managers might find useful.
Note: Your answer should be derived through a process of defining the concept of marketing metrics and identifying the role they can play in control. You should then evaluate at least three key marketing metrics which marketing managers might find useful. Don’t forget…you should focus your answer on the organisation to which you are applying. (10 marks)
Provide a critical review of the key issues emerging from current debate in the academic and practitioner literature in one of the following areas:
-Corporate reputation management
-Sustainability
-Social media marketing
-Big data
-Alliances/networks
-Marketing innovation
