UGB372 Marketing in a Digital World

Upon successful completion of this module, students will have demonstrated:

1. Critical understanding of transformations in marketing practices and thinking that are occurring in response to changes in the technological and socialenvironments.
2. Critical understanding of the need for an integrative approach in strategicmarketing.
3. Critical evaluation of the challenges faced by marketers in the digital era.
4. Analytical and critical thinking

“Retailers need more than a good deal to make a sale and keep loyal customers coming back. A winning position requires superior strategy, attractive merchandising, efficient operations, targeted marketing, a robust organization, and reliable technology.” McKinsey & Company.

The world of retail has been subject to significant transformative forces over the last decade, with the emergence of new competitors; economic and social changes; rapid technological advancements; growing environmental concerns, changing consumer behaviours. Moreover, the Covid-19 crisis hit the retail sector hard, with sales volumes in 2020 falling 1.9% compared to 2019, according to data from the ONS. Data also show that online sales increased its share of overall retail spending, accounting for a 33.9% share of total retail sales with food store online sales growth of 79.3% (ONS, cited in IBISworld, 2021) To counter some of these challenges, there has been an increased propensity among retailers to harness the potential that new technologies have to offer. Supermarkets have been at forefront of this movement, transforming their marketing strategies and practices in order to survive.

Investigate and appraise the role of marketing in a supermarket of your choice. This retailer must have originated off-line (i.e. bricks-and-mortar/physical stores) and must operate at a national +/or international level, with a presence in the UK and/or your home country.

Thoroughly research your chosen organisation/brand and the marketing environment within which it operates, to:

• Critically evaluate the challenges faced by those responsible for marketing the organisation/brand in the digital era (50% weighting).
• Critically evaluate the transformations in their marketing practices and thinking that are occurring in response to changes in the technological and social environments and whether they are adopting an integrative approach (50% weighting). Your work should be underpinned with theory and illustrated with evidence from a range of recent, credible academic and practitioner sources.