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BUS 8416/8516: Strategic Marketing - Digital Marketing Strategy - Literature Review Writing Assessment Answer
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Internal Code: 1AGGFD
Code: BUS 8416/8516
Digital Marketing Strategy Literature Review Writing Assessment Answer
Assignment Task: BUS 8416/8516 Learning outcomes : Analyse and assess market potential and risks for a given organisation or organisation unit in a complex market situation based on relevant analysis and research. Task as per paper prescription: BUS 8416/8516 Develop a market entry or extension strategy at the organisation or strategic business unit level, including the analysis of market data and potential risks, within the New Zealand context. Task: BUS 8416/8516 You are required to do a literature review of published material on Digital Marketing Strategy. The purpose of this review is to analyse and assess the market potential and risks of pursuing various digital marketing strategies for organisations in New Zealand. In your analysis, the focus would be on Millennials and what digital marketing strategies influence their behaviour. In other words, you will search through past research articles/reports to identify digital marketing strategies used by firms and analyse and assess what benefits and risks these strategies bring to businesses in New Zealand. In addition, the target market is Millennials. BUS 8416/8516 The definition of main terminologies (i.e. Digital Marketing Strategy, Millennials, etc.) and the various forms of digital marketing strategies must be included in your analysis. The published materials can be from, but are not limited to: BUS 8416/8516- Macro environmental data/reports;
- Newspaper articles/reports;
- Magazine articles;
- Journal articles;
- YouTube videos of professionals in the field of digital marketing’ many more.
- What criteria will be used and why?
- How will you operationalise the criteria? (E.g. How will you judge strategy effectiveness when evaluating a form of digital marketing media?)
- What benchmarks will you use? (i.e. How will you determine what is good /satisfactory/poor?)
- Reviews of the literature are not summaries they are arguments (that there is a gap that needs filling; why are some strategies sound while others are not; what factors caused the strategies to be effective; is there contrasting circumstances or factors that caused some strategies to work while others failed; etc.).
- Reviews should involve synthesis: how does the literature as a whole answer your focus questions?
- Whenever you include any discussion of prior literature in your writing, you should have a clear purpose for doing so and you should make the purpose clear to the reader. (Note that “I’m providing the background which I need to establish /demonstrate/convince/ the reader that ...”).
- Why is this general idea of research significant/important/ interesting?
- In what way(s) is the current state of knowledge lacking / limited / in need of extending?
- What are the grounds for believing that the research hypotheses are likely to be true and worth investigating?
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