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 key recommended academic papers/texts.
(2) Evidence of broader, relevant reading. (10% marks) Essay refers to and uses at least 8 related academic papers.
(3) Discussion demonstrates understanding. (20% marks) The key arguments are identified clearly and used as the basis for discussion. Unsupported assertion/opinion is avoided.
(4) Key ideas clearly identified. (20% marks) Ideas separated out and clearly labeled and defined.
(5) The paper evaluates ideas. (20% marks) Ideas are weighed up dispassionately against evidence and in terms of their impact on practice and theory.
(6) The paper is reflective (critical). (5% marks) The student considers his/her own social and cultural position as a source of bias
(7) The paper provides examples of good and bad practice. (15% marks)Uses a number of practical examples to support the theoretical arguments
(8) The paper is professionally presented. (5% marks) Title, author, Harvard referencing 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, high street fashion retailer in the UK. The CEO has acknowledged that they are facing fierce competition from the rival competitors and they are losing customer to their competitors. He has acknowledge that they have problems in certain areas and has identity 3 key areas (electronic marketing, relationship marketing, integrated marketing communication) that he thinks need attention, discussion and elaboration on 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 is to 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 and then use examples where possible describe the major issue that you consider are of important 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 is appropriate. Remember you do not need to phone list at he reference at the end. Just sight 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 examples to 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 <Ilchul Kim, Dongsub Han, and Done E. Schultz>
(ii) Perceptions of Integrated Marketing Communications: a Chinese ad and PR agency perspective <Philip J. Kitchen and Tao Li>
(iii) Towards a new definition of Integrated Marketing Communications (IMC) <Jerry Kliatchko>
(iv) The Commitment-Trust Theory of Relationship Marketing <Robert M. Morgan and Shelby D. Hunt>
