Corporate objectives and approaches to marketing

Alternative submission method

Task

This assessment is designed to engage you in the subject and to begin to develop an understanding of central issues in marketing. It will also be the start of the discussion and comparison with your peers on topics of the marketing concept and market management, and starts the process of the marketing audit.

In 3 sections of 200 words each (or less), incorporating the theoretical concepts into your discussion from the first two chapters of the text, and with the use of secondary research, discuss the following concepts and apply to your selected organisation:

Identify the concept of corporate objectives and evaluate an organisation with information available in the public domain.

Discuss marketing orientation concepts (i.e. the marketing concept, the selling concept or production concept). Explain with examples which concept your organisation follows.

What is your organisation's core marketing strategy? Discuss the strengths and weaknesses of the current marketing strategy and explain how this strategy will help your organisation reach its corporate objectives.

More information on how to complete this assessment will be provided on Interact 2

Rationale

This assessment assesses the following learning outcomes:

be able to assess and explain the nature of marketing and marketing management in contemporary organisations;
be able to find relevant and important information about organisations, their industries and marketplaces from secondary sources;