Critically evaluate the role that marketing can play in firms’ strategies and draw on recent evidence. The assessment affords you the scope to explore marketing and strategy in more depth. Try not to be overly descriptive in your answer. We will explain what we mean by this in the last tutorial, but it relates in part to there being no single (or simple) answer to a question; there may be contrasting arguments in the literature for and against something. You need to use the range of theories/models you have learned in your lectures and tutorials to support your arguments.

The word-count is a maximum of 3000 words in total. All parts of the assignment should be formatted in 1.5 spacing and in Times New Roman. All sources of information and academic references used should be acknowledged appropriately within the text and fully referenced at the end of the document. Please use sub- headings where appropriate. Appendices appearing at the end of the text are not included in the word count, although if you have an appendix it should be relatively short in length.