Marketing in a Digital World Report
Task:
Select an established local rival retail organisation/brand as the focus of this task. This organisation/brand must have existed prior to “the digital age” and must operate at a national +/or international level, with a presence in Singapore. It must also be sufficiently established as to provide appropriate and adequate evidence to illustrate and support the discussion.
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.
The length of this part of the assignment should NOT exceed 3,000 +/- 10% word count, double spaced, Times New Roman 12 point font, 2.5 cm margins all sides.