Contemporary issues in marketing
The following is the criteria for the essay:
(1) Key Papers read and used. (5% marks) Essay refers to and uses at least the keyrecommended academic papers/texts.
(2) Evidence of broader, relevant reading. (10% marks) Essay refers to and uses atleast 8 related academic papers.
(3) Discussion demonstrates understanding. (20% marks) The key arguments areidentified clearly and used as the basis for discussion. Unsupportedassertion/opinion is avoided.
(4) Key ideas clearly identified. (20% marks) Ideas separated out and clearlylabeled and defined.
(5) The paper evaluates ideas. (20% marks) Ideas are weighed up dispassionatelyagainst evidence and in terms of their impact on practice and theory.
(6) The paper is reflective (critical). (5% marks) The student considers his/her ownsocial and cultural position as a source of bias
(7) The paper provides examples of good and bad practice. (15% marks)Uses anumber of practical examples to support the theoretical arguments
(8) The paper is professionally presented. (5% marks) Title, author, Harvardreferencing system. Clear layout, neatly presented. Also mechanically soundness.(grammar, spelling etc.)
Question 1: (7-8 pages)You have been asked to write a report to the CEO of an international renown, highstreet fashion retailer in the UK. The CEO has acknowledged that they are facingfierce competition from the rival competitors and they are losing customer to theircompetitors. He has acknowledge that they have problems in certain areas and hasidentity 3 key areas (electronic marketing, relationship marketing, integratedmarketing communication) that he thinks need attention, discussion and elaborationon how they are link, the 3 key areas are outline below.
With reference to the reading you have done, prepare a report for the CEO, the task isto write a report discussing and elaboration on how each of the above concepts is link.Fundamentally, your report should analysis the main issues concern in each area andthen use examples where possible describe the major issue that you consider are ofimportant to marketing that crossover all 3 of the above fields.
Reflect on why these issues are of important to marketing theory and practice.Especially focusing on fashion industry.Use a formal report structure with side headings, reference and diagrams, figure isappropriate. Remember you do not need to phone list at he reference at the end. Justsight the references of these paper you have use to report.In the essay, must use electronic marketing (EM), relationship marketing (RM),Integrated marketing communication (IMC) to elaborate
The report format should have the introduction > executive summary > content >recommendation > summary > conclusion.
Question 2: (5-6 pages)Discuss the role of social media in relationship marketing. Use theory and examplesto demonstrate you understanding.The following detail you should mention in your report,(i) What is social media?(ii) The importance of social media?(iii) How to maintain the loyalty of customer to the company?
You can use the following article in your essay.
(i) Understanding the Diffusion of Integrated Marketing Communication
(ii) Perceptions of Integrated Marketing Communications: a Chinese ad and PRagency perspective
(iii) Towards a new definition of Integrated Marketing Communications (IMC)(iv) The Commitment-Trust Theory of Relationship Marketing