-Assessment Type: Written Piece – 2000 words
-Assessment Name: Review of a current marketing publication – technological impacts on marketing and users.
-Learning Outcomes Assessed:
LO1: Critically review the marketing process and evaluate its role in current marketing practices
LO2: Critically analyse the impact of digital marketing technologies
LO1: Critically review the marketing process and evaluate its role in current marketing practices
LO2: Critically analyse the impact of digital marketing technologies
This assessment will require to critically appraise a case study presented in a marketing trade journal.
As part of the appraisal, you will evidence your knowledge of relevant digital and traditional models, concepts, and practices used within E Commerce.
Select a marketing journal and choose a case study and critically review marketing process and evaluate its role in contemporary marketing practice .
Also, you will critically analyse using the selected case study on how the digital marketing technologies impact marketing and users .
When you are finding the article, you need to ensure that it includes
the elements of the marketing process and contemporary marketing
practices covering digital marketing technologies and traditional
models.
the elements of the marketing process and contemporary marketing
practices covering digital marketing technologies and traditional
models.
This assessment will require you to critically appraise a case
study presented in a marketing trade journal.
study presented in a marketing trade journal.
Ideally it would be good to choose a case study based on a company as
its easier to analyse the marketing process. When you are structuring
your 2000-word assignment, ensure you scan identify below elements as
much as possible from the chosen case study to review.
• Critically review marketing process (mission, objectives, STP, target
audience, marketing mix, promotional mix traditional and digital, marketing tools, marketing budget, control measures, KPIs )
audience, marketing mix, promotional mix traditional and digital, marketing tools, marketing budget, control measures, KPIs )
• Situational analysis (SWOT)- Macro environmental analysis (PESTEL) ,
Micro -industry and internal analysis)
Micro -industry and internal analysis)
• Evaluate its role in contemporary marketing practices
• Critically analyse how the digital marketing technologies impact
marketing and users
marketing and users
Structure
• Introduction to the chosen article (very brief) – Have a clear
heading.
heading.
• Nature and Role of E-Commerce in Contemporary Marketing Planning (how
digital marketing technologies impact marketing and users)
digital marketing technologies impact marketing and users)
• Critical Review of marketing Process (evaluation of the role in
contemporary marketing practices)
contemporary marketing practices)
• Conclusion
• References