Marketing & Brand Management Assignment

Assignment Task

Individual Assignment

Select One from the following topics.

1. Select an organisation of your choice from ONE of the following sectors and assess the extent to which the chosen organisation has developed an omnichannel approach in the context of the customer journey and experience:

a) The retail sector.

b) The financial services sector.

c) The tourism sector.

d) The capital equipment sector (e.g., machinery, trucks, elevators)

You are expected to engage with the relevant strands of academic literature and material from the internet. Assess the current channel strategy used by the organisation and provide recommendations if necessary to the current channel strategy used to improve their customer journey and experience.

2. Critically compare and assess the sustainability approaches of two companies from the oil or gas industry and examine the extent to which sustainability plays a part in their business and marketing strategies.

Select two companies from oil/gas industry and examine, compare, and assess their sustainability policies and the role they play in their business and marketing strategies. Develop recommendations as to how these organizations can drive further improvement around sustainability and its impact on marketing strategy.

You are expected to engage with the relevant strands of academic literature and material from the internet.

3. Examine the role that content marketing and storytelling plays in engaging with customers online using relevant theoretical framework(s) discussed in the class.

Select a company of your choice and critically evaluate its use of content marketing and storytelling within its overall online marketing communication strategy. Develop a set of recommendations that would improve the quality of the content marketing and the use of storytelling, to engage with the target market(s) of your chosen organization more effectively.

You are expected to engage with the relevant strands of academic literature and material from the internet.

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