You must base your report on an organisation with which you have been involved with or have encountered during the course of the module e.g. through case studies, listening to a guest speaker representing an organisation
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You must base your report on an organisation with which you have been involved with or have encountered during the course of the module e.g. through case studies, listening to a guest speaker representing an organisation.
The choice of organisation should be discussed with the module lecturer prior to starting any research.
The new marketing realities
The marketplace is dramatically different from even ten years ago, with new marketing behaviours, opportunities and challenges emerging. This assignment should focus on three transformative forces: technology, globalisation and social responsibility.
1. Technology
The pace of change brought about by innovation and digital technologies has revolutionised the way organisations interact with their publics. The range of technologies within the marketing realm includes Internets, databases, kiosks, mobile smart phones, wearable devices and robotics. Marketing professionals need to become familiar with the extent and use advantages of digital tools and use them to interact with their customers.
2. Globalisation
The development of world trade networks and the trend towards the integration of the world’s major economies coupled with technical developments in transportation and communications made it easier for companies and consumers to trade across frontiers and continents. As a result, there are more global companies than at any other time in history.
3. Social responsibility
Environmental issues such climate change and water shortages as well as social concerns regarding poverty, pollution and the distribution of wealth demand attention. As marketing impacts on society as a whole, marketing professionals must consider the ethical, legal, social and environmental implications of their activities.
A dramatically changed marketplace
The three forces of technology, globalisation and social responsibility have massively changed the marketplace and have empowered both companies and consumers with new opportunities.
The marketplace is also being transformed by changes in channel structure and increased competition.
What used to be a matter of identifying needs and communicating benefits now requires us to build immersive experiences that engage consumers. That means we have to seamlessly integrate a whole new range of skills and capabilities.
The Task:
You have been tasked by your organisation to critically appraise the marketing activities of the organisation, and assess the contribution of the marketing department to the organisation as a whole. This includes what marketing activities are planned and how they will be delivered for the organisation to achieve their marketing aspirations in the current market. Pay close attention to the aspects listed out above. Your analysis should also include a section on future developments in marketing that are relevant to the chosen organsiation.
Bearing the task requirements in mind, write a report (3750 words +/- 10%) that focuses on the following:
1. Appraisals of the set of tasks necessary for successful marketing management including marketing strategies and plans, market research, marketing communications.
2. Analysis of the internal and external context for marketing: company, customers, competitors, collaborators and partners, aspirations and action plan.
3. Evaluate how the marketing activities and technologies you put forward and appraise might contribute to enhancing the overall customer journey of the organisation.
4. Critically appraise how the organisation can create and deliver market-based value to the company’s primary stakeholders through innovative integrated marketing strategies, and thereby accommodate future marketing developments.
5. Evaluate how the aspects given in 1 and 2 can be communicated across a variety of appropriate channels such that the role of the marketing department can be clearly seen by all in the organisation.
6. Consider the impact your decisions could have on current employees (beyond the marketing function) and evaluate how any concerns will be addressed. You should also assess any specific additional resources/capabilities which might be required.
You must support practical examples with appropriate theory. Total word count – 3750 words (+/- 10%).
Please note the following when completing your written assignment:
1. Writing: Written in English in an appropriate business/academic style
2. Focus: Focus only on the tasks set in the assignment.
3. Length: 3,750 words (maximum)
4. Formatting: Typed on A4 paper in Times New Roman or Arial font 12 with at least 2.5 centimetre space at each edge, double spaced and pages numbered.
5. Document format: Report
6. Ensure a clear title, course, and name or ID number is on a cover sheet
7. Ensure a bibliography using Harvard referencing throughout is also provided.
8. Research: Research should use reliable and relevant sources of information e.g. academic books and journals that have been peer reviewed. The research should be extensive.
The use of a range of information sources is expected – academic books, peer reviewed journal articles, professional articles, press releases and newspaper articles (from only reputable sources), reliable statistics, company annual reports and other reliable company information. All students have access to UWTSD library resources through the IBAT intranet http://intranet.ibat.ie/personal-resources/view-my-library-resources.html
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