BABM Dissertation Proposal: Marketing Principles in Management

This document is a dissertation proposal focusing on the impact of marketing principles on business management practices. It highlights the importance of marketing principles such as the 4Ps (Product, Price, Place, Promotion) and corporate social responsibility in managing business operations. The proposal identifies a key business problem: the lack of proper pricing and distribution strategies, which can lead to customer dissatisfaction and reduced profitability. The research aims to analyze how marketing principles can enhance product features, optimize pricing, and improve product distribution to reach the right market segments. The research questions explore the impact of marketing principles, their role in setting prices and enabling product distribution, and their overall importance in attracting customers. The proposed methodology includes a post-positivism research philosophy, a deductive research approach, and a descriptive research design, using both qualitative data from manager interviews and quantitative data from customer responses. The proposal also addresses ethical considerations related to maintaining confidentiality and protecting private information. This document is for students to understand the importance of marketing principles in business management practices. Desklib provides a platform for students to access past papers and solved assignments.

Dissertation / Management Report Proposal Form
BABM Topic Registration (Jan 2018)
This is a working document to focus on the purpose and structure of each students research. It aims to
highlight the intent and outlook of your research. It is quite likely and permissible that as students progress
with their dissertation will lead to changes in several aspects including, content, direction or emphasis. This
document is to simply propose the plan in the initial stages of the process. However, it is vitally important that
students keep their academic supervisor informed of any changes (as such changes may require students to
reconsider any or all of the content of this proposal form.
Return this form to your Supervisor in your workshop session in Week 5. If you have any questions about filling
this form in, please contact your Supervisor via email or in class.
Please note that completion of this form does not imply a guaranteed acceptance of your topic.
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Section 1:
Research topic : Impact of marketing principles on the business management practices
The management of business functions is dependent upon the various business
management tools like the sales and marketing principles. The marketing principles like 4Ps
of marketing, corporate social responsibility and other tools are used to manage the business
operations and processes properly. This could help to understand the purchasing behaviours
and patterns of customers in the different market segments and then implement effective
marketing strategies for proper disctribution and pricing of products and services (Epstein
and Buhovac 2014). The major business problem faced could be the lack of proper pricing
and distribution of products and services. Lack of pricing could elad to customer
dissatifaction and even result in decline of sales, furthermore degarde the profit level for the
company. If the products are not distributed proeprly, then the customers wpuld be unable to
access them proeprly and the sales would fall gradually. The four principle components of
marketing are product, price, place and promotion while the values and benefits are provided

to the customers through the management of safety and quality standards and ensuring that
those are made available at the right places and at the right price (Jobber and Ellis-Chadwick
2012).
Section 2:
Rational for research: The rational of research mainly illustrates the problems that could be
faced if the marketing principles would be ignored. The marketing principles could be used
as effective business management tools used for the purpose of enhancing the products’
features, setting the right prices of those products and ultimately making those accessible to
the customers by distributing those properly in the various market segments. Ignoring the
principles of marketing could lead to higher costs incrred for managing the business practices
and it would also be difficult to understand the buying behaviours and patterns of different
market segments (Nowak et al. 2015). The research rational illustrates the business problem
related to the improper pricing and distribution of products and services. If prices are not set
properly, then the sales of products would decrease and the profit level could also reduced
largely. When the products ldievered by the company would be unaccessible to the
customers, then also the company migth face loss.
Research aim: The aim of the research is to analyse the impact of marketing principles on
the business management practices for a business organisation. The aim of research is to
develop proper pricing strategies and enable product differentiation for distrubuting the
produts in right market segments and ensure that the products can be easily accesible to the
customers.
Research question/s:
 What could be the probable impact created on the business management practices by

using the various marketing principles?
 How could the marketing principles could help in setting right prices and enable
distrubition of products through proper promotional strategies?
 Why does the major marketing principles play important roles in enhancing the
products’ features, setting the right prices, distribute and finally promote those to grab
he attention of the customers?
 What suitbale recommendations could be provided for making sure that the business
management practices’ efficiency would be improved?
2 other Research Methodology and design:
The research philosophy that is found to be most suitable can be the post positivism
research philosophy whereas the research approach considered as effective is the deductive
research. The most suitable research design could be the descriptive research design because
it would consider the existing articles consisting of information and data and conduct the
research in a detailed manner (Armstrong et al. 2014). The data collected would include both
qualitative and quantitative data where the qualitative data would be the responses of
managers whereas the quantitative data should be the responses provided by the respondents,
i.e., the customers. The non-probability sampling strategy would be used because the
convenience sampling process would allow for gathering samples in the form of data from
the managers who would be called in for interviews based on their time convenience. The
purposive sampling could be used as well based on judgments whereas the new addition
could be the snowball sampling technique (Buchanan, Boddy and McCalman 2014).

Section 3:
Key academic journals:
Jobber, D. and Ellis-Chadwick, F., 2012. Principles and practice of marketing (No. 7th).
McGraw-Hill Higher Education.
Nowak, G.J., Gellin, B.G., MacDonald, N.E. and Butler, R., 2015. Addressing vaccine
hesitancy: the potential value of commercial and social marketing principles and practices.
Vaccine, 33(34), pp.4204-4211
Key words search used: Marketing principles, Business management practices, Product
features, Price, Place and Promotion of products and services.
Section 4:
Ethical issues can arise when confidentiality of individuals is not maintained and even the
private information about the respondents is disclosed without their consent. Lack of privacy
could, result in the loss of information, further create ethical issues (Epstein and Buhovac
2014).
References
Armstrong, G., Adam, S., Denize, S. and Kotler, P., 2014. Principles of marketing. Pearson
Australia.
Buchanan, D., Boddy, D. and McCalman, J., 2014. Getting in getting on getting out and
getting back. In Qualitative research in business and management: practices and
preoccupations. SAGE Publications Inc..
Epstein, M.J. and Buhovac, A.R., 2014. Making sustainability work: Best practices in
managing and measuring corporate social, environmental, and economic impacts. Berrett-

Koehler Publishers.
Jobber, D. and Ellis-Chadwick, F., 2012. Principles and practice of marketing (No. 7th).
McGraw-Hill Higher Education.
Nowak, G.J., Gellin, B.G., MacDonald, N.E. and Butler, R., 2015. Addressing vaccine
hesitancy: the potential value of commercial and social marketing principles and
practices. Vaccine, 33(34), pp.4204-4211.
Office use only:
Supervision session: Day ………… Time:…………… Break out area:…………
Date proposal received by Supervisor: ……...... Decision of the Supervisor: Agreed / Rejected
If rejected reason and suggested improvements:
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Date by when the proposal should be resubmitted to supervisor: ……………..