UGB3720 - Marketing in a Digital World

Assignment Task

Context

With the development of digital technologies such as the Internet and the World Wide Web, marketing has been transformed into a new era. For consumers, they provide a wider choice of products and services and prices from different suppliers and more convenient way to select and purchase items. There are a wide variety of technology platforms from desktops and laptops to smartphones and tablet devices for consumer use. For organizations, digital media and new technological platform provides access to new markets, provision of new services, applications of new online communication technologies and compete on a more equal footing with larger enterprises.

Hospitality and tourism businesses of all sizes worldwide, whether they are hotel, restaurant, or other hospitality business, are turning to digital marketing to reach new business areas, new guests and grow their business via digitally connected with potential guests. Marketing using digital technologies can be used to reach a wide range of potential customers in a cost-effective way, while creating a personalized and tailored experience. At the same time, most of the travelers today refer to the internet to get ideas for their next destination and their future adventures. They will visit websites to find the cheapest flight fares, hotel accommodations and plan their activities when they arrive.

Your Task

Select a global hospitality and tourism organization of your choice, which must operate at national and/or international level and must have a presence in the Asia Pacific.

Thoroughly research your chosen organization and the marketing environment within which it operates, to:

• Critically evaluate the challenges faced by those responsible for marketing the organization 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 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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