Choose Any Chapter from Kotler and Keller’s (2016) Book, Marketing Management: Marketing Management Assignment, SMU, Singapore

Assignment Brief:

1) Choose any chapter from Kotler and Keller’s (2016) book, Marketing Management 15th edition. Summarize the book chapter in your own words and support the summaries with two relevant journal articles of your choice. Kotler and Keller’s summaries should not be used for this task. Include one paragraph on why you chose the specific book chapter. Word limit: 500 (+/-5%)

2) Critically reflect on 3 key lessons you learned from the module, Marketing Management: For each lesson that you identify, explain why the lesson is important to you, how it shaped your understanding of marketing management, and your personal development. The response to this task should not include the content addressed in the first task above. Relate your critical reflection to academic debates on Marketing Management. Word limit: 1500 (+/-5%).