ASSIGNMENT SUBJECT: MARKETING ORIENTATION 1) Purpose of the Assessment This assignment has been designed to allow students the opportunity to explore the underlying importance and application of marketing concepts, and to develop key academic skills. 2) Assessment Task • INTROUCTION – 500 words • Marketing Orientation – 600 words (From books, Journals & Articles) It is proposed that the concept of marketing orientation has a number of components: customer orientation: understanding customers well enough continuously to create superior value for them; competitor orientation: awareness of the short- and long-term capabilities of competitors; interfunctional co-ordination: using all company resources to create value for target customers; organisational culture: linking employee and managerial behaviour to customer satisfaction; long-term creation of shareholder value: as the overriding business objective. Hooley, G., Piercy, N., and Nicoulaud, B., (2012) Marketing Strategy and Competitive Positioning, 5th Ed. FT Prentice Hall p.8. By reference to academic literature, critically evaluate this perspective on marketing orientation, in relation to other business orientations and the contribution of a marketing orientation to organisation success. • Business Orientation – 600 words You are required to produce an essay that demonstrates your understanding of key aspects of different business orientations and the supremacy of a marketing orientation. (We need to choose Product orientation & brand orientation) It should have: • a sound theoretical and conceptual perspective, containing evidence of critical debate • appropriate academic English • appropriate support from secondary literature supported by appropriate Harvard referencing. • Conclusion – 500 words 3) Words Count 2200 words (excluding cover page, contents page, titles and references list) 4) REFERENCES Your work should include the following academic references and FIVE to EIGHT other academic references sourced by yourself (HARVARD STYLE) 

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