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Purpose of the Assessment This assignment has been designed to allow students the opportunity to explore the underlying importance of marketing and a marketing philosophy within organisations, and to society as a whole. Assessment Task Most organisations offer more than one product or service..The advantage here is that the various products the product portfolio can be managed so that they are not all in the same phase in their life cycles (Hollensen, 2015 p257). Having a balanced portfolio allows for the most efficient use of both cash and human resources (Hollensen, 2015 p257). * Hollensen, S. (2015) Marketing Management: A relationship approach. 3rd ed. Harlow Pearson. By reference to academic literature, explore the concept of product portfolio management, using appropriate marketing models and industry examples to demonstrate your learning and application. Indicate how any company could apply the concepts around portfolio management, making generic recommendations. You are required to produce an essay that demonstrates your understanding of key aspects of Strategic Marketing. The essay should have: a sound theoretical and conceptual perspective, containing evidence of critical debate within an appropriate academic literature. an effective practical foundation, which makes generic management recommendations. Reference style is Harvard reference style
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