Posted: January 3rd, 2014

Critically discuss and evaluate the importance of good external marketing of any sort is difficult to achieve unless management has the cooperation of the entire organisation.

Framework
Critically discuss the fact that internal marketing is the process of engaging the support and commitment of employees and other organizational members for the goals and objectives of the company. Successful businesses recognise the importance of internal communications. Critically evaluate and discuss the proposition that an effective system of cross company communications is vital for keeping staff informed of what is happening throughout the company and for providing a feedback mechanism. Critically explain that internal marketing takes place at the interface between marketing and human resource management and involves both of these management disciplines. Critically discuss the fact that the application of internal public relations has a salient role to play in the overall process of achieving an internal marketing ‘culture’ because it too embraces both of these areas of management. In a very real sense the internal marketing is actually an intrinsic part of the relationship marketing process, it would be difficult to have the latter before first achieving the former. Internal marketing is an important ‘implementation’ tool. Critically explain that it aids communication and helps organisations to overcome any resistance to change. It informs and involves all staff in new initiatives and strategies. Use two specific organisational examples to illustrate the key points.
Specifically you should:
 Critically discuss and evaluate the importance of good external marketing of any sort is difficult to achieve unless management has the cooperation of the entire organisation. (10 marks)
 Demonstrate an appreciation of the fact that to be effective marketing orientation should be an organisation wide business philosophy with everyone within the organisation making a contribution. (8 marks)
 Critically discuss and evaluate the importance of the relationship marketing philosophy, which is a pre cursor of full CRM states that everyone in the organisation is a ‘part time’ marketer whatever their actual position. Everyone can make a direct or indirect contribution to customer satisfaction and retention. (8 marks)
 Demonstrate an appreciation of the fact that in order to achieve the right internal marketing culture management has to ‘market the concept of marketing’ to its ‘internal customers’ which includes all staff. (9 marks)
 Critically discuss and evaluate the importance of ensuring that all members of staff appreciate the CRM vision for the organisation it becomes clearer what the organisational goals are and can avoid conflicts within the organisation. Basically critically explain that good internal marketing is a necessary condition for good external CRM marketing. (15 marks)
 All work should be appropriately referenced using APA6. Use at least six individual sources for this this part of the assignment. Use academic journal articles sources as well as books and other relevant material.
The above are simply indications. Any relevant answer should be accepted as long as it contains the salient issues and answers the question set.
50 marks
Word count: 2,000 words
Learning Outcomes to be achieved:
Students will be able to:
1. Introduce students to marketing concepts and the environmental and organisational factors that shape marketing decisions.
2. Examine the role of marketing decisions in a variety of settings including manufacturing and service firms, consumer and business markets, profit and non- profit organisations, domestic and global companies and small and large businesses.
3. Develop a solid understanding of the relationship between business strategy and the decision areas under marketing responsibility.
4. Support students in their use and application of tools and conceptual models for understanding customers, competition and relevant environmental issues.
5. Develop student insights into the creative selection of target markets and in making marketing mix decisions to meet the needs of selected target markets.
6. Provide an introductory foundation and framework for understanding cognate subjects which will be encountered within the learning offered within the subsequent stages of the programme.
Assessment and Reassessment Components and Weighting
Assessment consist of two assignment papers of 2,000 words in length each. It requires the application of theory to practice and breadth of understanding and depth of critical evaluation. Assignment will require analysis and evaluation of the nature of marketing management and be informed by theory and appropriate practice.