Download Marketing practices within the organisation: scope and relevance

 Marketing practices within the organisation: scope and relevance Supervisors: Dr Cláudia Simões and Dr Andrew Lindridge Project outline Specifying the scope of marketing practice is relevant for organisations so that an understanding is gained about the role of marketing and the people who perform marketing activities. This research project aims to explore the scope and implications of marketing practices and activities for organisations. In particular, the topic aims to expand the understanding of the nature of marketing within organisations and the marketing activities employees/collaborators engage in. It further addresses the implications and contribution of marketing practice to the organisation’s performance and success. The project offers various inter‐related marketing led research themes that may draw upon but not limited to: management practice, marketing practice, marketing performance (measurement and metrics). Applicants are encouraged to explore the nature and scope of marketing practices and their wider implications for the organisation’s performance. Applications may entail broad or focused perspectives of marketing practices (e.g., focus on marketing activities performed by certain groups of employees within the organisation). It may also apply to different types of organisations and contexts (e.g., public sector, specific industries). Depending on the research problem proposals may involve qualitative, quantitative or mixed methods approaches. Particular attention should be given in recognising and exploring the implications this project has for developing an understanding of the marketing activity and scope, its outcomes and their measurement and, how it expands existing knowledge in the marking field.