Critically evaluate the extent to which marketing is rhetoric
Integration Paper – 1,500 words – Masters – Marketing
This Integration Paper directs you to reflect back over the entire module content and prepare your paper, which synthesises your learning for the whole 8-week period. Do not just rehash the textbook (Baines, P., Fill, C. & Page, K. (2011) Marketing) and lectures! Rather, try to critique the readings and material covered using the following guidance.
This is an exercise in critical and reflective thinking and in integration-it is designed to encourage you to think about the contents of these preceding 8 weeks of study from a big-picture perspective. Keep in mind our focus on leadership and discussions about relationship marketing, local and/or global marketing, social responsibility, morality and ethical aspects of marketing.
Again, this is not a research document-it is an assignment to encourage you to integrate the concepts of the module and previous learning periods into your own situation and work environment.
The guideline:
Despite the emphasis on marketing and the marketing approach, marketing is still rhetoric rather than reality in far too many businesses’
(Drucker, 1973: 64).
a. Critically evaluate the extent to which marketing is rhetoric or reality in your organization.
b. How can what you have learned in this module help you provide marketing leadership in your professional life as leader and top-manager/director?
c. What has been your personal experience of this module?
d. How does the module connect to other modules you have studied (modules (1) leadership, (2) finance & accounting, (4) Organization Strategic context)?
Textbook used in this module:
Baines, P., Fill, C. & Page, K. (2011) Marketing. 2nd ed. New York: Oxford University Press // all chapters
