Start from an outline.
• Please do not write until you have researched (theoretical and empirical evidence) the topic(s) thoroughly • What is an outline? – It is NOT a list of contents – It is “a general description or plan showing the essential features of something but not the detail”
1 Start from ‘marketing planning’
• Talk about marketing planning in detail – Depth and understanding of process • Explain the relationship between marketing strategy and marketing tactics • Analyze the difference between long-term and short-term orientation • Discuss why and how value can be generated by solid marketing planning
2 Start from ‘marketing strategy’
• Talk about marketing strategy in depth – Long-term direction and objectives • Explain the connection between marketing strategy and marketing planning – I.e. MS stems from analysis, and is articulated into tactics (and actions) • Discuss why and how value can be generated by a logical marketing strategy
3 Start from ‘marketing tactics’
• Discuss marketing tactics critically – Short-term implementation of marketing strategy • Examine the role of marketing tactics in relation to strategy (and as part of a plan) • Highlight downsides of acting tactically instead of using tactics (to implement MS) • Discuss why and how value can be generated with marketing tactics
As a rule of thumb…
• Introduction – Put emphasis on important elements, which are then developed in the Body of your work – Don’t waste time with irrelevant facts e.g. a company history, paraphrasing the brief • Body – Make key points according to your outline – Select and drill down on critical areas of knowledge – Use examples of good vs. bad practice(s)
• Conclusion – Narrow down your writing to a final, powerful argument stemming from points made earlier – Avoid summarizing things (unless they help with the final argument).