Digital Millennials, Peer Group Review Journals - Reflections and Areas for Further Research - Management Assignment Help

Assignment Task:

This assignment can be in three parts and asks you to take a critical, evidenced and balanced look at an emerging marketing concept and explore what it may tell us about future opportunities to target new groups of digital consumers. 

You are being asked to compare media views with recognised academic sources to come up with your own evidenced perspective on the next generation of consumers.

The first part of the task asks you look at popular media and explore and map the sources they use, the evidence they offer and the validity of the argument that are used to describe digital “millennials”.  Use this to build a customer profile of who a next-generation Millennial is or will be – according to your media sources. 

The second task asks you to undertake research using peer-group review journals to establish current academic thinking of this same new generation of consumers.  You should begin by looking at different definitions, the different study approaches and the different meanings attributed by the authors to millennials.

The third part is “Reflections and Areas for Further Research”. This is your most important section. You are now asked to compare and contrast popular media with recognised sources. Use this final section to conclude where the weaknesses in the argument are and to draw out how you would go about developing a future opportunity eg for a company or for your Millennial cohort. A key element will be for you to reflect on what the research and reading mean for your cohort.

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