Identify a trend/development which you think will have a significant impact on marketing strategy in the next ten years. Drawing on theory and concepts from the module, discuss the specific impact this trend/development will have on particular aspects of marketing management, and/or our ability to understand and research consumers. Support your arguments with academic research.
Introduction: all essays need an introduction which very briefly maps out the purpose of the essay, defines any key terms/concepts, and outlines the structure (what is included) (approx. 150 words)
• Part one: Identify and explain your chosen trend/development. Use secondary evidence which helps to support and justify why you believe this will have a significant impact on marketing strategy in the next ten years. For this part, it is likely you will be citing from online news articles, and industry/market/consumer/technology reports and forecasts. Ensure you use credible resources i.e. not personal blogs, unsupported opinions, biased/unreliable magazines/newspapers. At the end of this section, signpost the elements that will be discussed in part two (approx. 550words)
Part two: You need to draw on specific theory and concepts from the module, that are particularly related to your trend/development. You also need to highlight the impact it will have on particular areas of marketing management (4 or 7 P’s), and/or our ability to understand and research consumers
• It will be better to explore a limited number of theories/concepts, and areas of marketing management in depth, rather than try to discuss many different concepts and marketing mix areas, but in a superficial and limited way
• Issues are generally not black and white- the impact of trends/developments may be unpredictable/debated, different for various sectors, and potentially contentious in terms of ethics (approx. 1,000 words)
• Conclusion: essays should always have a brief conclusion where you summarise the key points made in the essay, and potentially highlight limitations or where further research/empirical evidence should be developed (approx. 150 words)
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