Assignment: Faculty of Business Environment and Society
MODULE TITLE: Contemporary Marketing Issues 2018-19
Length: 3500 words.
You must select one of the following questions
1- Based on your academic research, critically evaluate the concept of customer experience and how it should be managed either online or offline. Furthermore, select three organisations that demonstrate good or bad examples in applying customer experience and show how theories can be applied these organisations.
Based on your academic research, critically evaluate the concept of brand love and how it should be applied to enhance customer loyalty. Furthermore, select three organisations that demonstrate good and/or bad examples of managing brands, and show how theories can be applied to these organisations.
Academic databases: Business Source Complete, Sage. Emerald and Science Direct
Practitioners' databases: Marketing Week, Brand republic, TED, Economist, Bloomberg BusinessWeek and Financial Times
CW Steps:
1. Decide on the topic of your CW (Customer Experience or Brand Love)
2. Read and review the relevant theories
3. Decide which theories you want to apply and why
4. Select three organisations based on examples/case studies/reports from the practitioners' databases
5. Apply your selected theories to these companies and show how they are doing/not doing what the theories, you have reviewed, suggested.
6. Provide recommendations based on theory to enhance their business
Learning Outcomes Assessed:
1. Undertake a critical analysis of current marketing issues
2. Synthesise emerging issues and concepts from a range of academic journals, and relevant texts.
Content of the report:
• Executive summary: less than one A4 page
• Table of contents
• Introduction
• Main body
• Conclusion
• Recommendation
• References.
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also include a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also Include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.