UGB372 - Marketing in a Digital World

Assignment Task 

Your Task

Select an established organisation/brand in the fashion industry in Singapore as the focus of this task.

This organisation/brand must have existed prior to “the digital age” and must operate at a national +/or international level. It must also be sufficiently established as to provide appropriate and adequate evidence to illustrate and support the discussion. Thoroughly research your chosen organisation/brand and the marketing environment within which it operates, to:

• Critically evaluate the challenges faced by those responsible for marketing the organisation/brand in the digital era.

• Critically evaluate the transformations in their marketing practices and thinking that are occurring in response to changes in the technological and social environments and the competition and whether they are adopting an integrative approach.

Your work should be underpinned with theory and illustrated with evidence from a range of recent, credible academic and practitioner sources.

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