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Comprehensive academic review of current academic thinking of marketing within SME’s Purpose of the Assessment The purpose of this assignment is to produce a comprehensive academic review of current academic thinking of marketing within SME’s. Assessment Task You are required to carry out a comprehensive academic report on the best practice methods and techniques of entrepreneurial marketing in SMEs. You are to critically discuss relevant SME and entrepreneurial theory and provide critical thinking regarding marketing practice and where appropriate use supporting evidence to back up your discussion. To obtain higher grades in this assignment you should demonstrate a good understanding of the literature and be able to compare and contrast the differing academic viewpoints involved. You should discuss a maximum of two best practice methods (word of mouth, opportunistic, innovative etc). Assessment Guidance The work is required to be submitted in report format using Business English, and should be 2500 words. Learning outcomes The learning outcomes being addressed through this assignment are: a) Research and analyse the small business marketing environment b) Critically compare/contrast ‘standard’ marketing theory and practice with that seen in the small business research findings c) Identify key marketing operational issues faced by new ventures in specified sectors / industries in a global context f) Identify and select appropriate information for inclusion into a comprehensive literature review
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