1. Appreciate the relevance and application of key marketing concepts such as the Marketing mix, Consumer Behaviour and Customer Relationship Management in the digital marketing age.

2. Recognize the impact of digital technologies on the nature, implementation, outcomes, measurement and management of the marketing function and customer communications

3. Understand the role and ICTs in building and managing customer and stakeholder relationships
DETAILS OF ASSIGNMENT

Assessment Task

This assessment will be based on your ability to research, analyse and reflect upon the significance Digital Marketing communications. Students will be required to demonstrate a thorough, balanced appreciation of the purpose and contribution of information systems, the Internet and other digital technologies to contemporary marketing.

Academic Essay

For the purposes of this assignment:

Critically evaluate and discuss the role of online information in helping organisations develop online Marketing Strategy, competitive advantage and managing the consumer behaviour process. In addition you will need to consider the role of online technology and how it has shaped the online Marketing process.

Guidance Notes:

You should support your work throughout with evidence from good quality academic (journal articles, textbooks, conference proceedings, etc) and business sources. All material you reference should be cited fully using the Harvard Referencing style, both within the main body of your report and in a clearly marked References section at the end.

You should ensure that you adhere to the current student regulations regarding assessment (presented in the student handbook), with particular reference to ethical considerations and issues of plagiarism.