Faculty of Business and Law
\nModule Title: Marketing and Markets in a Digital Age
\n2022\/23
\nModule Code: PGBM127
\nModule Leader: Karen Wharton
\n2
\nFACULTY OF BUSINESS, LAW & TOURISM
\nPostgraduate Programme
\nLevel: 7
\nModule: Marketing and Markets in a Digital World
\nIn the digital age, marketing and markets have been transformed by the widespread adoption of digital technologies and the proliferation of the internet. Digital marketing refers to the use of digital channels, such as social media, websites, email, and mobile apps, to reach and engage with consumers.<\/p>\n
– – One of the key characteristics of digital marketing is its ability to target specific segments of the population through the use of data and analytics. – . collecting and analyzing data on consumer behavior and demographics, businesses can create more personalized and effective marketing campaigns.<\/p>\n
– Another characteristic of digital marketing is its ability to track and measure the effectiveness of marketing efforts in real-time. This allows businesses to quickly adjust their marketing strategies based on how well they are performing and make data-driven decisions about how to allocate their marketing budgets.<\/p>\n
In addition to traditional marketing techniques, such as advertising and promotions, digital marketing also includes new forms of marketing, such as influencer marketing, which involves working with social media influencers to promote products or services, and content marketing, which involves assignment brief – creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience.
\nModule Code: PGBM127
\nModule Leader: Karen Wharton
\nDUE DATES:
\nAssessment Thursday 3rd February 2023
\nLatest submission time: 11.59 p.m. via Turnitin
\nContribution to unit assessment: 100% weighting
\nASSESSMENTS:
\nAssessment 001: Individual Case Study & Report
\nN.B. These are individual pieces of work
\nLEARNING OUTCOMES
\nUpon successful completion of this module, students will have demonstrated:
\nKnowledge
\nK1 demonstrate a critical understanding of key marketing concepts & theories and the related academic literature
\nK2 demonstrate a critical understanding of markets and their different contexts
\nK3 evaluate and provide an overview of the key drivers of change for markets & marketing in the digital age
\nSkills
\nS1 demonstrate the ability to apply critical evaluation and strategic thinking skills
\nS2 demonstrate the ability to identify, select, analyse, synthesize and interpret credible information whether from academic or the
\ntrade press sources
\nASSESSMENT BRIEF: 4,000 words 100% weighting
\nThis assignment assesses K1, K2, K3, S1 and S2
\n3
\nContext
\nGeneration Z consists of people born between 1997 and 2012. The oldest of this generation are reaching 25 years of age. In the UK,
\nthis usually means they\u2019ve been using digital technology since a young age, they\u2019re social media natives and they\u2019ve grown up with
\nthe power the internet.
\nAccording to research, Gen Z is one of the most passionate, engaged and motivated audience segments in the charity sector
\n(Goldstraw, 2019). According to Vivaldi (2020) Gen Z consider sustainability to be important and when purchasing support brands
\nthat are driven by a social purpose.
\nAll too often, charities overlook engaging with a younger audience as traditionally fundraisers and donors tend to be older, or
\nthey\u2019re more interested in focusing on legacy donations, therefore younger people aren\u2019t really their target audience.
\nMany current brands large and small are engaging with sustainability and support charities (an online search will provide many
\nexamples).
\nIn our lecture in Week 3- Lecture 2 it is noted that Gen Z believe companies have a responsibility to address environmental and
\nsocial issues. When it comes to social, lifestyle, attitudes and values, Gen Z consumers, who account for 40% of global consumers are
\nmore committed to environmental and ethical causes than any previous generation, they are also the most technology enabled
\ngeneration. They use mobile devices to connect with brands and in doing so technology enables them to supporting causes, signing
\nonline petitions, adding the campaign wallet pass apps to smartphones. Whilst these apps provide updates and rewards to
\nparticipants and an expectation to share with friends; marketeers must ensure that to create value for both parties, technological
\nintegration must align with the buyers mindset.
\nAs a newly appointed Marketing Manager for a brand of your own choice*, your role is to develop a new \u2018cause related\u2019 product
\nor product range the profits from which will make a monetary contribution and create added awareness for a charity. You are to
\ndesign a marketing strategy to engage with the appropriate Gen Z audience. You must select your charity from the list below.
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\n*- – Note: the \u2018brand of your choice\u2019 must have a website and there must be and English version of the website available.
\nAction for Conservation ACTION FOR CONSERVATION
\nKidscape Help With Bullying (kidscape.org.uk)
\nFootball Beyond Borders Football Beyond Borders
\nFight Back https:\/\/www.facebook.com\/ assessment task profile.php?id=100064991790119
\nReferences
\nGoldstraw (2019) Why Your Charity Needs to Embrace Gen Z. Available at Why your charity needs to embrace Generation Z (givepenny.com)
\n(Accessed 01.09.22)
\nVivaldi Group (2020) Is your brand Ready to take on Gen Z. Available at: Is Your Brand Ready to Take On Gen-Z (pages.services) (Accessed
\n01.09.22)
\nGuidance on the word count is indicated for each section below.
\nAssessment Overview
\nChoose one of the above charities listed above.<\/p>\n
Part 1. Case Study – You are to write a short case study focusing on how your brand creates value for its customers through its
\nmarketing.
\nPart 2. Report – You are to write a report recommending a relevant marketing strategy for your new \u2018cause related\u2019 product or range
\nof products. The aim of which is to increase your brands engagement with the Gen Z target audience and also raise the assessment task profile and
\nprofitability of the chosen charity.
\nA key theme of both elements will be discussion on how marketing activity and the market is influenced by current technology.
\nPart 1: Case Study \u2013 Charity (600 words)
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\nFormat – Best Help Writing My 99 Papers\u2014owl Essay Samples \u2013the case study must critically evaluate and incorporate the following aspects. The sources of your information together
\nwith academic marketing theory must be referenced using the Write My Essay For Me | Essay Writing Service For Your Papers – Harvard Referring System.
\n\u2022 Brief company overview and mission statement.
\n\u2022 Evaluate the core offering, \u2018\u2019needs and wants, \u2018jobs to be done\u2019, and how are these currently satisfied through the provision of
\nthe marketing mix.
\n\u2022 With reference to the 4.0 and MarTech technologies studied on the module critically evaluate to what extent technology
\ninfluences the delivery of value through the brand\u2019s marketing approaches.
\nPart 2: Individual Business Report (3,400 words)
\nYour task is to compile a business report recommending how to market your charity to the Gen Z audience.
\nMain report
\n1. Executive – Summary \u2013 summarise the report in its entirety, including your recommendations. (100 words)
\n2. Introduction \u2013 Briefly outline what you are aiming to achieve. Why your chosen charity aligns with your brand. (100 words).
\n3. Market Trends Analysis \u2013 Using relevant sources provided justify the market opportunity. Research should cover key
\ncharacteristics of Gen Z customers and their disposition. Your brands sector and key sector trends. The charity sector, key
\nsector trends. Your research should conclude with a short summary identifying the new product \/ product range opportunity.
\n(1000 words).
\n4. Recommendations on Segmentation, Targeting and Positioning (STP) \u2013 make recommendations on the STP strategy, you
\nmust reference STP academic marketing theory and make application to Gen Z to support your discussion. (300 words)
\n5. Customer Persona Based on the STP discussion and your understanding of the Gen Z customer develop one target customer
\npersona. (Embedded jpg image including text, not included in word allocation – appropriate and relevant text) This should
\nprovide intricate detail about your customer. This detail is important as your recommendations (marketing
\nmix approaches) must align with this customer\u2019s assessment task profile. This should be based on information provided in the Market Trends
\n6
\nAnalysis section concerning the Gen Z customer and their disposition to charitable causes, products etc.
\n6. Recommendations – critical application to all elements of the the marketing mix. Critical discussion demonstrating marketing
\nmix decisions for a value driven marketing strategy identifying how the brand will engage with Gen Z .This should be
\nunderpinned with explanation and reference to academic marketing theory to support and justify your recommendations as
\nwell as consider the Gen Z customers. Gen Z are the most tech savvy generation the marketing mix must consider
\ntechnological integration to support a great customer experience.
\n(1,400 words)
\n7. Customer Journey Mapping \u2013A short section linked to CJM academic theory demonstrating that you understand the benefits
\nof CJ Mapping together with applied discussion relating to your map and what it sets out to achieve. (300 words)
\n8. Detailed Customer Journey Map \u2013 Depict the customer journey in accordance with your recommendations. It will consider
\nmarketing touchpoints and should aim to also consider the customer\u2019s \u2018cognitive\u2019 journey (these are the questions customers
\nmay ask as they move through the purchasing journey). You could also aim to include the emotional journey – how the
\ncustomer is feeling.
\n(Embedded jpg image including appropriate and relevant text) (200 words)
\n9. References List -To demonstrate application of marketing theory, organisational and contextual accuracy, the case study and
\nreport should be supported with referenced evidence from a range of credible academic and practitioner sources.
\nAppendices if appropriate – – Note elements of the marketing mix may not necessarily require an equal word count,
\nallocation will depend on your recommendations.
\n– – Notes – essay service –
\nYou must use one of the charities listed and this should be the same charity for both elements – the case study and the report.
\nTo demonstrate application of marketing theory, organisational and contextual accuracy, the case study and report should be
\nsupported with referenced evidence from a range of credible academic and practitioner sources. You must use the HARVARD
\nreferencing system \u2013 see \u2018Cite them right\u2019 -https:\/\/library.sunderland.ac.uk\/find-resources\/referencing\/
\n7
\nRelevant theory from the module must be applied to develop the analysis and evaluation. Logical conclusions should be drawn.
\nAssessment Format – Best Help Writing My 99 Papers\u2014owl Essay Samples
\nFront Page:
\n\u2022 Module Code and Module Title
\n\u2022 Title of Assignment
\n\u2022 Module Leader\u2019s Name
\n\u2022 Your Tutor\u2019s Name
\n\u2022 Your name (Family name underlined \/ in capital letters)
\n\u2022 Your Student Number
\n\u2022 Date of Submission
\nFile submitted to Turnitin should be entitled with your full name and PGBM127
\nFormat – Best Help Writing My 99 Papers\u2014owl Essay Samples Papers to be 4,000 words (+10) – excluding appendices, reference list, and bibliography. See assessment brief for word count
\nguidance.
\nMake your assignment easy to read \u2013 some guidelines
\n\u2022 Make all general typeface 12pt Arial, Calibri, Tahoma
\n\u2022 You should use line spacing of 1.5
\n\u2022 All pages should be numbered
\nPlease note:
\n\u2022 correct spelling, punctuation and grammar are also expected
\n\u2022 grammar\/spell check and proofread your work
\nSubmission Details
\nYOU MUST SUBMIT ELECTRONICALLY BY THE DEADLINE Friday 3rd February 2023, through PGBM127 Canvas module page for
\nchecking with \u2018Turnitin\u2019
\na. Accessible in the assessment section
\n8
\nb. Students may submit drafts prior to submission and generate reports.
\ni. The last submission prior to the deadline is deemed to be the final submission for assessment purposes
\nii. Non-submission through Turnitin: Students who do not submit their work through Turnitin will automatically
\nreceive a 0%
\niii. Please refer to your programme Handbook for the Student Human Written Academic Papers – Guide to the Academic Regulations
\nPlagiarism\/Infringement Statement
\nAll Assessments are subject to the University\u2019s Policy on ‘Cheating, Collusion and Plagiarism’. Students found guilty of this
\nare subject to severe penalties.
\nThese are INDIVIDUAL pieces of work – If there is evidence that the work is not wholly attributable to you, the University’s
\npolicy on ‘Cheating, Collusion and Plagiarism’ will be applied
\nLink to University Academic Integrity and Misconduct Policy: Academic Integrity and Academic Misconduct \u2013 A Human Written Academic Papers – Guide
\nExtenuating Circumstances
\nIf you are affected by any extenuating circumstances and cannot submit your work, for example illness or severe personal
\ndifficulties, you must inform your Programme Leader, personal tutor, module leader or module tutor immediately.
\nImportant \u2013 \u2018Fit To Sit\u2019
\nAny student who presents themselves at an examination and takes that examination, or who submits a piece of coursework,
\nor attends and takes part in a presentation, practical session, or any other form of assessment cannot then put in a later
\nrequest for extenuating circumstances. They will be deeming themselves ‘Fit to Sit’ if they thereby engage in the assessment
\nand no allowance will be made for any difficulties, they later wish to claim affected their results.
\nFor information or to discuss an issue you are having, please contact the programme leader or personal tutor in the first
\ninstance.
\nPlease refer to your programme handbook for the link to University Extenuating Circumstances Policy
\n9
\nWord Limit:
\nThe word count must be stated on the front page of your assignment \u2013 the University of Sunderland standard word count policy
\nwill apply for assignments that are outside the recommended word count of 4,000 words plus\/minus 10%
\nSummarising and compressing the information in your assignment into the word limit is one of the skills that students are
\nexpected to acquire and demonstrate as part of the assignment process.
\nPlease note, in-text citations [e.g. (Smith, 2011)] and direct secondary quotations [e.g. \u201cdib-dab nonsense analysis\u201d (Smith, 2011
\np.123)] are included in the word count.
\nThe Use of Tables:
\nTables included should not include large amounts of text which represent the main discussion and arguments, as these should be
\nincluded in the main body of your work.
\nIf tables are used inappropriately in this way the wording in question will be deemed to be part of the main body of the work and
\nincluded in the word count (with the relevant penalty imposed where the maximum word count has been exceeded).
\n10<\/p>\n","protected":false},"excerpt":{"rendered":"
Faculty of Business and Law Module Title: Marketing and Markets in a Digital Age 2022\/23 Module Code: PGBM127 Module Leader: Karen Wharton 2 FACULTY OF BUSINESS, LAW & TOURISM Postgraduate Programme Level: 7 Module: Marketing and Markets in a Digital World In the digital age, marketing and markets have been transformed by the widespread adoption […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1356,1365,1363,1357,1392,1387,1388,1386,1364,1355,1358,1361,1360,1389,1393,1359,1390,1394,1391,1362],"tags":[1402,1377,1398,1379,1248,1380,1382,350,1403,1399,1381,1397,1383,1400,1384],"class_list":["post-2620","post","type-post","status-publish","format-standard","hentry","category-1-dissertation-writing-service-in-uk","category-assignment-paper-help","category-australia-assessment-task-help","category-best-usa-dissertation-help-service","category-canada-essay-writers","category-cheap-essay-writer-australia","category-cheap-essay-writer-canada","category-cheap-essay-writer-uk","category-essay-bay-acer","category-essay-bishop","category-essay-writing-help-in-china","category-essaysbishop","category-essypro","category-homework-help-writing-service-usa","category-ireland-essay-writers","category-ksa-and-uae","category-nursing-help-writing-service-usa","category-uae-essay-writers","category-usa-essay-writers","category-write-my-essay-bay","tag-assignment-help-websites","tag-best-essay-writing-service-canada","tag-do-my-assignment","tag-do-my-assignment-for-me","tag-do-my-essay","tag-essay-writer","tag-no-1-assignment-help-uae-best-assignment-writing-services","tag-student-assignment-help","tag-university-assignment-help","tag-write-my-college-essay","tag-write-my-essay-for-me-best-website","tag-write-my-essay-for-me-cheap","tag-write-my-essay-online","tag-write-my-term-paper","tag-write-my-thesis-paper"],"_links":{"self":[{"href":"https:\/\/www.colapapers.com\/uk\/wp-json\/wp\/v2\/posts\/2620","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.colapapers.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.colapapers.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.colapapers.com\/uk\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.colapapers.com\/uk\/wp-json\/wp\/v2\/comments?post=2620"}],"version-history":[{"count":0,"href":"https:\/\/www.colapapers.com\/uk\/wp-json\/wp\/v2\/posts\/2620\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.colapapers.com\/uk\/wp-json\/wp\/v2\/media?parent=2620"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.colapapers.com\/uk\/wp-json\/wp\/v2\/categories?post=2620"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.colapapers.com\/uk\/wp-json\/wp\/v2\/tags?post=2620"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}