Topic: • Market Orientation; Dominant Logic to Service -Dominant Logic

Order Description

Assignment Brief:
Contemporary Issues in Market Strategy

Part 1
Based upon the lecture topics you are required to choose one of the Contemporary Issues in Marketing, which are covered in the lecture programme. You are required to undertake a critique of both academic and trade literature on your chosen Contemporary Issue and summarise what you consider are the key challenges organisations are faced with as a consequence of the Contemporary Issue you have chosen.
You are to choose one of the main themes listed below.
• Market Orientation; Goods-Dominant Logic to Service -Dominant Logic
• The Contemporary Consumer
• Ethics and Social Responsibility
• Social Marketing
• Customer Relationship Marketing
• Internal Marketing
• Sustainability in Marketing
• Innovation in Marketing
• International Aspects of Marketing
You are required to undertake a critique of the associated academic and trade/industry literature and to identify what you consider are the critical challenges facing organisations in relation to the Contemporary Issue you have identified. This report will then form the basis for the second piece of work to be completed after Christmas.
The first part of the assignment is to be between 1,500-2,000 words in length. Minimum font size will be Arial 12 with line spacing of 1.15 minimum.
The first part of the assessment will be marked against the following criteria.
1. Ability to identify and synthesise appropriate academic and industry literature
2. Ability to identify key challenges which face organisations as a consequence of the issue you have discussed
3. Academic writing style, structure and overall presentation of findings.

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