LJMU International Study Centre
International Foundation Year
Business Marketing Management and Public Relations – 3517IFBSG (124529)
Business Marketing Essay
Assessment Details and Instructions:
The assessment is a 2000 word essay (+/- 10%)
You are to select one of the following businesses:
Research this business and answer the following questions, link your background knowledge of each question to your business with examples.
- Discuss the similarities and differences between a good managers a good leader? What are the key differences between leadership and management according to theories and models?
- Explain the structure of your chosen company and why is it important to the organisation that all of the functional areas in your company work together. Explain management’s role in relation to planning, organising and evaluating business performance (include market research, segmentation, 4 P’s etc.)
- Describe a recent advertising campaign of your selected business and explain how successful or unsuccessful it was OR describe a recent Public relations event (positive or negative) discuss what happened and suggest ways it could be done differently in the future?
Assessment Criteria and Mark Scheme:
Describe and discuss the difference between leadership and management
Explain management as a process of planning, organising and evaluating
Describe aspects of marketing and public relations in business
Each question will cover one of the above assessment criteria, each question will be equally weighted so consider this in your word count. (75% overall)
You will also be allocated marks for your introduction and conclusion, the quality of English, structure and references. (25% overall).