Report for Senior Management - Significant Change in Consumer Behaviour - Organization’s Marketing Strategy - Marketing Assessment Answer

Assignment Task

Task:
As Marketing Manager, you have been asked to produce a report for senior management in your organization covering a significant change in consumer behavior from a digital perspective.

Description of Coursework:
you have been asked to produce a report for senior management in your organization (or your choice) covering a significant change in consumer behavior from a digital perspective. Using the company of choice you 
(i) identify and explain ONE significant change in the behavior of your chosen organization’s existing consumers in the digital context and assess the extent to which this change is being driven by developments in the organization’s external environment; 
(ii) assess the potential of this change to impact on the organization’s current marketing activities and its ability to retain existing customers as well as to acquire and convert new/potential consumers;
(iii) produce notes which recommend and justify a response to this change and explain how this will enhance the organization’s marketing strategy.

Learning outcomes:
Through this assignment, students are pushed to identify and assess strategic implications for organizations in the context of disruption from the digital environment, to demonstrate how digital channels, content, and media will be integrated into an organization’s wider marketing activities, as well as to develop strategic recommendations in response to the need to acquire, convert, and retain customers and to demonstrate the ability to assess the digital landscape effectively through locating, assessing, synthesizing and analyzing information from multiple sources

Assessment Criteria:
- Identification and explanation of ONE significant change in the behavior of your chosen organization’s existing consumers in the digital context and assess the extent to which this change is being driven by developments in the organization’s external environment
- Assessment of the potential of this change to impact on the organization’s current marketing activities and its ability to retain existing customers as well as to acquire and convert new/potential consumers
- Production of notes which recommend and justify a response to this change and explain how this will enhance the organization’s marketing strategy
- Form (electronic and hard copy of all presentation materials provided to the module tutor in time, formatting, grammar and spelling) and appropriateness of references.

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