Compare and contrast marketing approaches and discuss the superiority of customer-centric approach against other approaches, using relevant examples

BE400 Coursework – Spring Term 2018.
BE400 Introduction to Management and Marketing
Spring Term 2018 Coursework
The coursework task is to write an essay on the following:
Compare and contrast marketing approaches and discuss the superiority of
customer-centric approach against other approaches, using relevant examples.
You should draw on the materials across the marketing section of the module – i.e.
any the lectures within the first five weeks of the Spring Term. Each of these
lectures can contribute to answering the question, but you also need to be selective
in the materials you choose to use. Materials can be taken from the textbook and
Moodle, but should also do additional research and use the article by Sheth and
colleagues (2000) which is available on Moodle, as a starting point.
The following questions/points may help you structure your essay. Please note
these suggestions are for guidance only – you must decide on your own approach to
the question. In the Introduction to your essay you should assist the reader by
stating its structure and your approach to answering the question.
Submission date
Wednesday 21 March 2018 – 9am electronic submission via FASER.
Points for you to consider in your essay
• What are the different marketing approaches? How do they relate to one another
in general? How do they relate to a customer-centric approach in particular?
• What is meant by a customer-centric approach?
• How will you evaluate the superiority of a customer-centric approach?
• What argument will you present in relation to the task?
• What evidence (examples) will you use?
• How will you take account of counter-arguments and counter-examples?
General guidelines for the coursework
• Your coursework should clearly state your registration number but not your
• All essays should have a title
• The body text must not exceed 2000 words excluding the reference list
• Text must be double spaced in a clear font such as Arial, font size 12
• It should be clearly written and follow the guidelines on citation and references
• It should be submitted electronically via FASER
• This assessment is worth 30% of the overall assessment of the module
• Please note the statement about academic offences, below.
BE400 Coursework – Spring Term 2018.
What markers are looking for
The following are guidelines about the standard of work we are expecting, and what
standards will achieve the grades. These are based on the Essex Business School
Assessment Criteria.
Overall, markers are looking for the following features:
i. a well-reasoned argument (which takes account of counter-arguments and
counter-examples) and with a decent conclusion
ii. good use of examples
iii. depth of analysis
iv. academic references which are accurately cited.
Excellent essays (marks of 75 and over)
These essays will be an in-depth answer to the question with a breadth and depth of
comparison across marketing approaches. Understanding of customer-centric
approach will be clearly demonstrated. There will be academic references (e.g. peer
reviewed journal articles) to provide substance to the argument present; these will be
accurately cited.
Good essays (range 62-68)
Good essays will demonstrate a solid understanding of customer-centric approach
and be well written. Generally wide-ranging and with a clear line of argument.
Citation and referencing will be at an appropriate level (i.e. some journal articles) and
Satisfactory essays (range 52-58)
These answers will typically demonstrate an appropriate basic understanding of the
issues raised in the question, and there should be a clear sense of the argument,
although perhaps lacking in detail, depth and appropriate examples. These essays
will be readable, and citation and referencing will be generally accurate.
Passable essays (range 42-48)
Passing essays will be readable. They are likely to acknowledge the basic terms
and issues, but may fail to demonstrate depth of understanding, and are likely to
miss subtleties of the issues. There will need to be some academically appropriate
references. Some mistakes in referencing and citation may be tolerated.
Failing essays (range 0-36)
A combination of the following features will usually mean a fail grade: (1) no
academic sources; and/or (2) little discernible argument; and/or (3) poorly written;
and/or (4) very poorly structured; and/or (5) does not answer the question.

BE400 Coursework – Spring Term 2018.
Plagiarism and Academic Offences
In submitting coursework online, it must be assumed that you have read and understood the
following guidelines about academic offences. Please note that all coursework is being
monitored by plagiarism detection software. All submitted papers will be included as source
documents in the reference database of the respective software solely for the purpose of
detecting plagiarism of such papers.
The university regulations state that
“The University, the Students’ Union and the University’s Partner Institutions expect all
a. to behave with honesty and integrity in relation to coursework, examinations and
other assessed work;
b. to be familiar and act in accordance with the conventions of academic writing
including appropriate referencing of sources and acknowledgement of assistance;
c. to show understanding of ethical considerations and be compliant with the relevant
University Procedures.
A student who does not comply with any of these requirements (either intentionally or by
negligence) may be charged with having committed an academic offence.” (Academic
Offences Procedures 2017-2018)
“The following are some examples of academic offences and do not constitute an exhaustive
a. plagiarism, that is, using or copying the work of others (whether written, printed or in
any other form) without proper acknowledgement in any assignment, examination or
other assessed work;
b. self-plagiarism, that is, using or copying one’s own work that has previously been
submitted for assessment, at the University or elsewhere, without proper
acknowledgement in any assignment, examination or other assessed work, unless
this is explicitly permitted;
c. false authorship, that is the submission of work for assessment that has been written
wholly or in part by a third party and presented as one’s own original work;
d. collusion, that is, submitting work produced collaboratively for individual assessment,
unless this is explicitly permitted and acknowledged;
e. falsifying data or evidence;
f. conducting research without obtaining ethical approval from the University where
such approval is required, or the unauthorised use of information that has been
confidentially acquired;
g. introducing, or attempting to introduce, any written, printed or electronically
accessible information into an examination, other than material explicitly permitted in
the instructions for that examination;
h. copying, or attempting to copy, the work of another candidate in an examination;
i. communicating, or attempting to communicate, with another person, other than an
invigilator, during an examination.” (Academic Offences Procedures 2017-2018)
“A student suspected of helping another student commit an academic offence may be
investigated and dealt with in accordance with the University’s Code of Student Conduct.”
(Academic Offences Procedures 2017-2018).

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