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Provide a brief introduction to your chosen organisation, in terms of the industry that it operates in, its products (i.e. goods and/or services) and the market(s) it serves. (Guidance regarding the length of this Introduction is provided in Point (1) in the Notes section – see page 4 of this Assignment document).
Critically examine the role and value of marketing within your chosen organisation – issues that your answer might examine, but should not be limited to, include:
– How is the role of marketing viewed by the organisation? What is marketings contribution to effective business planning and decision making? How does it help the organisation to achieve its objectives?
– Is the role and value of marketing viewed differently within different departments / functions of the organisation? How effectively does marketing work with other departments / functions of the organisation? For international organisations, is marketing viewed differently within different strategic business units (SBUs) in different countries?
– Has the role of marketing changed in the organisation over time? Have there been any challenges / barriers to the change in the role of marketing? How have these been overcome / how can they be overcome?
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