PGBM127 Marketing and Markets in a Digital World

Knowledge

K1 - a critical understanding of key Marketing concepts & theories and the related academic literature

K2 - a critical understanding of Markets and their different contexts

K3 - an overview of the key drivers of change for Markets & Marketing in the Digital Age

Skills

S1 - the ability to apply critical evaluation and strategic thinking skills

S2 - the ability to identify, select, analyse, synthesise and interpret credible information whether from academic or the trade press sources.

The above organisations all faced marketing challenges over the last couple of years. You are to provide an original case study in which you critically evaluate a significant marketing challenge that your chosen organisation faced in 2018/19. This challenge should be explored in detail, providing evidence from a range of credible academic and practitioner sources, to demonstrate its significance for the organisation in different contexts e.g. different countries; different markets; different market segments; off-line/online, etc. Relevant theory from the module must be applied to develop the analysis and evaluation. Logical conclusions should be drawn.

You are to research, evaluate and prepare an individual response which reviews how the current technological changes impacting the Markets and Marketing activities of your chosen organisation.

You may need to undertake situational analysis to provide further evidence, such analyses would be placed in the Appendices rather than the main report. The main report should be the actual case study. Your arguments, findings and recommendations should be supported by theories, facts and figures published within academic books, journal articles, recognised business magazines and market intelligence reports.

ASSESSMENT GUIDANCE:

• As part of the report process you are expected to cite core textbooks, journal articles and internetsourced information

• These must ALL be correctly referenced within the main body of the report and listed in full at the end of the report under ‘References’

• You must use the HARVARD referencing system – see ‘Cite them right’ -

Structure –

Recommended Case Study format for Part A:

Background – Company/Market background

Theoretical Underpinning – Introduction to key theory/theories that link to this case study(300

words guide only)

The Situation at the start of the case – What was the situation/issue/problem at the start of the case for

the organisation/market. This is just an introduction

The case study – Elaborate on the marketing situation/issue/problem/challenge that you identified in the early section and support it with contemporary theory/theories that you chose to address and are linked to the challenges identified and the marketing strategy/strategies undertaken by the company. This must be structured into subsections as appropriate.

The Outcome/Solution – What was the final result? This can be successful or unsuccessful(300)

What are the key learning points from this case study (300)

This may include PESTLE. Porter’s 5 Forces analyses etc.

Format –

Make your assignment easy to read – some guidelines

• Make all general typeface 12pt Arial, Calibri, Tahoma

• You should use line spacing of 1.5

• All pages should be numbered

Please note –

• correct spelling, punctuation and grammar are also expected

• grammar/spell check and proofread your work

a. Accessible in the assessment section

b. Students may submit drafts prior to submission and generate reports.

The last submission prior to the deadline is deemed to be the final submission for assessment purposes