UGB372: Marketing in a Digital World ASSIGNMENT

LEARNING OUTCOMES ASSESSED:

Upon successful completion of this module, students will have demonstrated:

Knowledge

Critical understanding of transformations in marketing practices and thinking that are occurring in response to changes in the technological and social environments.
Critical understanding of the need for an integrative approach in strategic marketing.
Critical evaluation of the challenges faced by marketers in the digital era. Skills

Analytical and critical thinking

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 ways to select and purchase items. There are a wide variety of technology platforms from desktops and laptops to smartphones and tablet devices for consumers use. For small and medium size organizations, digital media and new technological platforms provide access to new markets. The provision of new services and applications of new online communication technologies allow small and medium size organisations to compete on a more equal footing with larger enterprises.

Hospitality and tourism businesses of all sizes worldwide, whether they are hotels, restaurants, or other hospitality business, are turning to digital marketing to reach new business areas and new guests and to grow their business via digitally connecting 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, and complete the following tasks:

Task 1

With examples from your chosen organization, critically evaluate the challenges faced by marketers in the digital era, including (but not limited to) social and technological aspects.

Task 2

Critically evaluate the transformations in the marketing practices and thinking that are occurring in response to those challenges discussed in Task 1.

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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