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The Reflective Project
The first part of this course has been about the development of your professional
and academic self. This essay – “What Business Are We In?” – asks you to identify
why this question is so important.
Content and Structure
Please discuss “Why what business are we in is so important?”
Business is National Airline
Your essay should focus on the organisation’s attention on the customer’s problem
that it is trying to solve rather than on the product as such. This is more likely to
lead to a creative and flexible approach to designing a marketing mix and a
marketing offering that the customer appreciates and is less likely to lead to a
situation where the organisation is left behind by more innovative competitors.
This essay should give you experience applying some of the concepts you have
learned in this module such as the concepts of Products and services in the market
place, Needs, Wants and Demands, Marketing Management Philosophies and the
Marketing Mix .
You need to consider what to include in the body of your project and what to include
in the appendices as it must be as creative as possible. Essential information must be
included in the body of the project and will be counted in the word count. Extra
illustrative information may be included in the appendices.
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