UNIVERSITY AMERICAN COLLEGE SKOPJE

PRINCIPLES OF MARKETING
Semester: Fall 2010 Instructor: Ilijana Petrovska, PhD e mail : petrovska@uacs.edu.mk

Individual essay
Your assignment is to write an essay on a specific topic from the material or from the topics listed bellow: 1. Marketing myopia - Is it a reality or just a theory? 2. Demarketing the benefits and needs to be used 3. Societal marketing concept as a trend for the new marketing management orientation 4. The need and benefits from Customer Relationship Management 5. The changing nature of customer relationships 6. The new era of Partner Relationships Management 7. How to measure the Customer Lifetime Value 8. The new marketing landscape Trends affecting marketing 9. The new digitalization affecting marketing 10. Globalization affecting marketing 11. The use of the Growth Share Matrix in Strategic planning 12. Market segmentation 13. The importance of the Market positioning 14. Developing the marketing mix 15. Marketing Department organizations structures 16. How to develop an effective Marketing plan 17. Measurement of the Return on marketing investment 18. Demographic environment changing age structure of the population 19. Economic environment Changes in consumer spending patterns 20. Technological environment as a reality for the marketing 21. Cultural environment trends 22. Market research issues, including public policy and ethics issues 23. Factors influencing buying behavior 24. The Buyer Decision process for new products 25. Consumer behavior across International borders 26. Benefits of implementing e-procurement system 27. Niche marketing 28. Individual marketing 29. Use of Positioning maps 30. Choosing a Differentiation and Positioning strategy The objective of this paper is to analyze specific theoretical issues, with conclusions and recommendations of the importance and need for its implementation.

The final form should be written in English language, professional form (font: Times New Roman, font size: 12, 14 for headings, 10 for footnotes, spacing: 1,5 lines, paragraph: justified on left and right, included pagination on right bottom corner) number of words: maximum 2000. The essay should be delivered to the instructor not later than 10th November 2010. The essay should be organized in the following form: 1.1. Title page (Appendix A gives an example of how Title page should look like). Title page should be followed by a blank page. 1.2. Table of Contents including all headings and subheadings of the essay 1.3. List of acronyms 1.4. Main part of the essay The main part of the essay contains: 1.4.1. Introduction This is a statement of something sufficiently interesting that will motivate your reader to read the rest of the paper. It is an important/interesting problem that your paper either solves or addresses. You should draw the reader in and make him want to read the rest of the essay. What else belongs in the introductory section of your essay? A statement of the goal of the written work: why the study was undertaken, or why the essay was written. The subject and the aim of the essay. Sufficient background information to allow the reader to understand the context and significance of the question you are trying to address Explain the scope of your work, what will and will not be included A verbal "road map" or verbal "table of contents" guiding the reader to what lies ahead. 1.4.2. Literature review, It is called the Literature Review because the contents of this chapter are based on published material. A thorough literature review is essential because it shows that you have studied rigorously what others have done. This lends credibility when you state the problem the written work is addressing, and when you provide reasons as to why obtaining a solution is important. Make sure to present arguments and contraarguments for your selected topic. It is essential that you include a thorough critique on the published material and on the solutions to the problem you are analysing. This will provide justifications for the project and establish benchmarks against which your contributions can be assessed. Therefore, make sure that you seek out the most recent information relating to your field of study. Your Literature review chapter should use a variety of sources (for example academic articles from journals, books, conference proceedings, monographs). Students should use on-line databases with credible literature such as: EBSCO (offered by UACS), Google scholar and SSRN which are with open access. We recommend that at least one of the previous mentioned sources should be used. 1.4.3. Conclusion and recommendations.

Conclusions: What is the strongest and most important statement that you can make from your observations? If you met the reader at a meeting six months from now, what do you want them to remember about your paper? Refer back to problem posed, and describe the conclusions that you reached from carrying out this investigation, summarize new observations, new interpretations, and new insights that have resulted from the present work Include the broader implications of your results Do not repeat word for word the abstract, introduction or discussion REMEMBER: In the conclusion, do not include anything new! Recommendations: Remedial action to solve the problem Further research to fill in gaps in our understanding Directions for future investigations on this or related topics 1.5. List of references The list of references contains all works cited in the written assignment (books, journals, Internet sources etc.). The Harvard referencing system should be used. Entries in the list are ordered alphabetically. When authors are mentioned, the entries should be ordered according to the surname of the author, and, if several books are cited by the author, they should be ordered chronologically, starting from the latest publication.

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MODULE NUMBER MODULE TITLE SEMESTER

Sample title page

MARK 2001

UNIVERSITY AMERICAN COLLEGE SKOPJE

Principles of marketing Fall 2010 SESSION SUBMISSION DATE DUE Fall 2010 10.11.2010

ASSIGNMENT NUMBER ASSIGNMENT TITLE INSTRUCTORS NAME Ilijana Petrovska

To be completed by students (typewritten)

To be completed by the instructor

SIGNATURE DATE SUBMITTED HOUR SUBMITTED MATERIAL SUBMITTED Report electronically SIGNATURE & DATE MARK * MARK AFTER ORAL (if applicable) Late * fill in the slot in the covered area if blind second marking is required Other comments: SUBMISSION On Time

Declaration:

To be completed by students (typewritten)

I declare that I have developed and written the enclosed Written work completely by myself, and have not used sources or means without declaration in the text. Any thoughts from others or literal quotations are clearly marked. The Written work was not used in the same or in a similar version to achieve an academic grading or is being published elsewhere.

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STUDENT NAME(s) S

STUDENT SIGNATURE(s) S S

To be completed by the 2nd examiner (if applicable)

SIGNATURE MARK S

To be completed by instructors only If blind second marking is required

M M MARK AGREED FINAL MARK F