Introduction – Clearly state what is covered, what structure the essay will take and what
conclusions are drawn (5 marks).
(2) Definitions of the key marketing concepts investigated – What are they and are they universally acceptable? (5 marks).
(3) Critique of marketing orientation – of any one organisation and critique on its marketing orientation. Provide evidence to support your assessment. (25 marks).
(4) Recommendations – As a marketing strategist based on the information gathered from various sources, present your views on appropriate marketing orientation to be followed to a relevant group of stakeholders who could benefit from your investigation (15 marks).

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