marketing orientation

Marketing Orientation

The concept of marketing orientation has a number of components:

  • customer orientation: understanding customers well enough continuously to create superior value for them;
  • competitor orientation: awareness of the short- and long-term capabilities of competitors;
  • interfunctional co-ordination: using all company resources to create value for target customers;
  • organisational culture: linking employee and managerial behaviour to customer satisfaction;
  • long-term creation of shareholder value: as the overriding business objective.

Hooley, G., Piercy, N., and Nicoulaud, B., (2012) Marketing Strategy and Competitive Positioning, 5th Ed. FT Prentice Hall p.8.

By reference to academic literature, explore and critically evaluate this perspective on marketing orientation, and make generic recommendations to management arising from that evaluation

This is a group assignment. Your group is required to produce an audio-visual PowerPoint presentation of 10-12 minutes suitable for publication on YouTube or on a website directed at a professional management audience.

The presentation should have a sound theoretical and conceptual perspective, containing evidence of critical debate within an appropriate academic literature. A minimum of 4 academic journal articles should be referred to.

The presentation also needs to be grounded in a ‘real world’ business context, identifying application to strategy development. To do this, you may select an organisation with which you are familiar, or produce generic recommendations for practicing managers.