digital marketing project on 5G technologies and IOT: how does 5G develop more ways of medical care future. 2000 Words

This will be complemented by an individual report underlying the key strategic decisions and tool used and leverage in the group specialist topic. As such, you can build and deviate from your group presentation underlying your own strategic approach in function of your own experiences. What is really important is to incorporate the frameworks and academic models developed in the module to justify your answers. In doing so, you may want to leverage STP of a particular set of market actors (e.g., in B2B, B2C, B2G or senior consumers, potential consumers etc.).

The report evaluates the student’s ability to critically acquire, interpret and conceptualise advanced digital marketing problem and apply their critique to a practical situation as manager that leverage academic reading to justify and support arguments. Online examples, references further readings, statistical information providing order of magnitude on the topic and a short reflective conclusion, including practical recommendation is also required as described below.

1. Title as a research question: e.g. Why and How blockchain should be adopted in XX firm?

2. Introduction (definition of key dimension, magnitude of phenomena and justification leading to RQ)

3. Detailed evaluation of key concepts, tools, strategies used in the module applicable to the specific context at hand (here blockchain)

4. Discussion and Comparative Analysis of 1-2 real firm application or case study (positives and negatives)

5. Recommendations

6. Conclusion

Individual
marketing
report： digital
Task :5G technologies and IoT.
Task Details/Description:
TOPIC : how does 5G develop more ways of medical care future.
1- Individually.
This will be complemented by an individual report underlying the key strategic decisions and tool
used and leverage in the group specialist topic. As such, you can build and deviate from your group
presentation underlying your own strategic approach in function of your own experiences. What is
really important is to incorporate the frameworks and academic models developed in the module to
justify your answers. In doing so, you may want to leverage STP of a particular set of market actors
(e.g., in B2B, B2C, B2G or senior consumers, potential consumers etc.).
The report evaluates the student’s ability to critically acquire, interpret and conceptualise advanced
digital marketing problem and apply their critique to a practical situation as manager that leverage
academic reading to justify and support arguments. Online examples, references further readings,
statistical information providing order of magnitude on the topic and a short reflective conclusion,
including practical recommendation is also required as described below.
1.
2.
3.
4.
5.
6.
7.
Title as a research question: e.g. Why and How blockchain should be adopted in XX firm?
Introduction (definition of key dimension, magnitude of phenomena and justification
leading to RQ)
Detailed evaluation of key concepts, tools, strategies used in the module applicable to the
specific context at hand (here blockchain)
Discussion and Comparative Analysis of 1-2 real firm application or case study (positives
and negatives)
Recommendations (do and don’t)
Conclusion
References at least 10
Total maximum word count 2000. + refs + photos/figures. Font 12 spacing 1.5
As such, someone educated sitting in a trendy cafe in town could realistically attempt to answer the
questions in a generic manner. Students are thus expected to go beyond generic answers by
increasingly tech savvy consumers. It is important for your essay not to be just descriptive of a tool
like blockchain but to include a reflective strategic approach.
Module Learning Outcomes Assessed:
1. The ability to apply and evaluate digital-marketing concepts and emerging models.
2. The ability to research, methodically and effectively, recent developments in the field of digital
transformation, to use and present the results persuasively.
3. Demonstration of knowledge and understanding of the marketing techniques, tools and methods.
4. Oral presentation skills over a long period 30 minutes + teamwork skills development.
Assessment Criteria for both tasks (last 2 rows apply only to group
presentation)
Feedback form
Excellent
Relevance to set question
Reference to theory
Appropriate criticism
Creativity/originality
Understanding of concepts Breadth of
coverage
Understanding of concepts Depth of
coverage
Evidence of appropriate selection and
range of tools to cover the issues
Coherence of the arguments
Evidence of critical discussion, balance
Good
Satisfactory
Weak
Very Weak
of the arguments
Quality of conclusions
Explicit use of the literature
Appropriate illustrations
Use of appropriate data
Bibliography
Format and structure
Clarity of communication
Cohesion of the group (load)
Creativity of presentation delivery
Ethical Requirements
N/A
You are not expected to conduct primary research for this project
Essential Reading for Coursework Task
(if in addition to reading provided in the module outline):
Please note that this is not intended as an exhaustive or definitive list of readings for this piece of
coursework. Instead, the articles/chapters listed below should be viewed as core or essential
readings that may act as a start point as you prepare to tackle this assignment:
Holt, D (2016) Branding in the Age of Social Media, Harvard Business Review 41-50
Cara Brems, Martina Temmerman, Todd Graham & Marcel Broersma (2017) Personal Branding on
Twitter, Digital Journalism, 5:4, 443-459.
Culiberg. B., Kos Koklic, M., Vida, I, Bajde, D. (2016) Examining the effects of utilities and
involvement on intentions to engage in digital piracy Computers in Human Behavior 61 (2016)
146-154.
de Kervenoael, R., Schwob, A., Palmer, M., Simmons, G. (2016) “Chronic smartphone gaming
consumption and positive coping practice” under second review Information Technology & people
30:2.
Urban, G., Gosline, R., Lee, J. (2017) The Power of Consumer Stories in Digital Marketing MIT
Sloan Management Review, 58(4): 1-13.
Stephen, A., (2017) The role of digital and social media marketing in consumer behaviour, Current
Opinion in Psychology, Volume 10: 17-21
Berman, B. (2016) Planning and implementing effective mobile marketing programs Business
Horizons, Volume 59, Issue 4: 431-439.
Hofacke. C., de Ruyter, K., Lurie, N.,Manchanda, P., Donaldson, J., (2016) Gamification and
Mobile Marketing Effectiveness Journal of Interactive Marketing, Volume 34: 25-36.
Gandini, A. (2016) Digital work: Self-branding and social capital in the freelance knowledge
economy, Marketing Theory, Vol. 16(1) 123–141.
Elms, J. de Kervenoael, R. and Hallsworth, A. (2016). “Internet or Store? An ethnographic study of
consumers’ internet and store-based grocery shopping practices”, Journal of Retailing and
Consumer Services, 32: 234-243.
De Kervenoael, R., Yanik, S., Bozkaya, B., Palmer, M. and Hallsworth, A. (2015).”Trading-up on
unmet expectations? Evaluating consumers’ expectations in online premium grocery shopping
logistics”, International Journal of Logistics, Vol.19 No.2: 1-22.
Berthon, P. R., Pitt, L. F., Pitt, Plangger, K. and Shapiro, D. (2012), “Marketing meets Web 2.0,
social media and creative consumers: implications for international marketing strategy”, Business
Horizons, Vol. 55 No.3, pp. 261-271.
De Kervenoael, R., Yanik, S., Bozkaya, B., Palmer, M. and Hallsworth, A. (2015).”Trading-up on
unmet expectations? Evaluating consumers’ expectations in online premium grocery shopping
logistics”, International Journal of Logistics, 1-22.
De Kervenoael, R., Bisson, C., Palmer, M. (2015). “Dissidents with an innovation cause? Noninstitutionalized actors’ online social knowledge sharing, solution-finding tensions and technology
management innovation”, Information Technology & People, Vol. 28 No. 3: 653-676.
De Kervenoael, R., Elms, J., Hallsworth, A. (2014). “Influencing online grocery innovation: Antichoice as a trigger to activity fragmentation and multi-tasking”, Futures: The Journal of Policy,
Planning and Futures Studies (62) Part B: 155–163
De Kervenoael, R., Elms, J., Hallsworth, A. (2014). “Household pre-purchase practices and online
grocery shopping”, Journal of Consumer Behaviour, 13: 364–372
Yanık, S., Bozkaya, B., de Kervenoael, R. (2014). ‘A New VRPPD Model and a Hybrid Heuristic
Solution Approach for E-Tailing’ European Journal of Operational Research 236(3): 879-890.
Turel, O., Serenko, A., Bontis, N., (2011) Family and work-related consequences of addiction to
organizational pervasive technologies. Information & Management Vol. 48 No. 2-3, pp 88-95
Zwick, D., Bonsu, S. K. and Darmody, A. 2008 ‘Putting Consumers to Work: ‘Co-Creation’ and
New Marketing Govern-mentality’, Journal of Consumer Culture, Vol 8, No 2, pp 163-196
Close, A. G., & M. Kukar-Kinney. (2010), Beyond buying: Motivations behind consumers’ online
shopping cart use. Journal of Business Research 63, pp. 986-992.
Ansari, S. & N. Phillips. (2011), “Text me! New consumer practices and change in organizational
fields”. Organization Science 22(6), pp. 1579-1599.
Zhou, T. (2011), “Understanding online community user participation: a social influence
perspective”, Internet Research, Vol. 21 No.1, pp.67 – 81.
Shankar, V., Venkatesh, A., Hofacker, C., Naik, P. (2010), “Mobile marketing in the retailing
environment: Current insights and future research avenues”, Journal of Interactive Marketing, 24
(2), pp. 111-120.
Further reading will be added on the Blackboard site early January.
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