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, 5^th 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.