oil and gas (Marketing, planning and promotion)
Advertising works most effectively when it’s in line with what people are already trying to do. And people are trying to communicate in a certain way on Facebook – they share information with their friends, they learn about what their friends are doing – so there’s really a whole new opportunity for a new type of advertising model within that.
Using relevant models and theory you are required to critically analyse the approaches taken by organisations in the B2C sector in building and maintaining relationships with consumers in the digital environment; and the consumers role in this process.
Answers should include the topic of engagement and should consider theory relating to consumer behaviour, promotion policy and media and the consumers role in these areas, reaching logical conclusions. You should focus on academically credible sources of information, rather than hearsay and hype.
Critical evaluation of concepts and frameworks relating changes in the marketing environment to changes in consumer behaviour. Relating both to good/outdated practises of particular organisations. Offering well-argued solutions to improving current practises.
Knowledge and understanding of key concepts and frameworks Marketing Communications and Planning, Changes in Consumer Behaviour. Relationship management, Academic underpinning
Report format, using the Harvard method
The report should also include an annotated Bibliography which identifies your top 10 sources of information, with the reasons why and Harvard referencing should be used throughout. The criteria you should use to evaluate your sources should be credibility, reliability and merits of the preferred sources
In assessing the report the examiners will take into account your knowledge of concepts and frameworks, your ability to apply those frameworks in a practical situation and your ability to critically evaluate this process and reach clear conclusions