Marketing Exam Due in 24 hours. Two Tasks Through digitalisation, societies around the world are characterised by ever-increasing connectivity. Supported b
Marketing Exam Due in 24 hours. Two Tasks Through digitalisation, societies around the world are characterised by ever-increasing connectivity. Supported by technologically networked communication, connectivity is not only a technological phenomenon, but also a socio-cultural one. The permanent possibility of networking is changing consumers’ lifestyles and behaviour patterns. For example, online marketplaces and platforms or the exchange of consumers on rating portals are becoming increasingly important. Companies must react to these developments with their marketing strategies and activities.
Analyse the impact of connectivity on marketing using an example company. For this purpose, work on the two tasks (with sub-items) listed on the following pages.
Fit and uniqueness of the article
Consistency of content of marked text passages and topics/concepts mentioned in comments
Specificity of the annotated topics (“extension of the programme breadth” instead of “product programme”)
Quality of theoretical explanation and expressed depth of understanding of the topics explained
Quality of the transfer of the topics to the corporate context in the article
Own, comprehensible conclusions in the statement
Reasonableness of the recommendation for further action and quality of the argumentation in the explanatory statement
Correct spelling and grammar, linguistic expression
Adherence to the format requirements
Submission of this document as a PDF file (named: “Name, FirstName_Title of Examination_Editing”), the correct display and visibility of your entries and comments in the PDF file is your responsibility.
Margins: top: 2.5 cm; bottom: 2 cm; left: 2.5 cm; right: 2.5 cm;
Times New Roman, font size 12
Line spacing 1.5 lines, justified, paragraph: special indent first line (1.25 cm)
The text form fields provided for this purpose are to be used for the answers. The format specifications are already preset in these fields, but without guarantee. Therefore, when submitting your answers, please make sure that you have complied with the requirements.
Task 1 of 2 (40 subject points): Article and topic identification
Select a digitally available article (in German or English, suitable blog entries, articles from weekly magazines, scientific articles etc. are also possible, possibly articles behind a pay barrier, e.g. if they can be found in the archive of a renowned daily newspaper) that describes marketing-related approaches of a company with regard to connectivity.
Enter the source of the article in the corresponding text field. Then copy the plain text of the article into the text field provided for this purpose. You will find both text fields on the next page. Please remove pictures, advertisements and the like. Use the comment function to mark at least six different topics covered in the “Marketing” module. To do this, please mark the relevant text section with your comment and simply enter the relevant topic in the comment field. Regardless of the language of the selected article, please label the identified topics in German.（use English to write and make it highlight I will translate German by myself）
Please name the topics as specifically as you can with the information provided in the article (e.g.: “change in programme depth” instead of “product programme”). However, an overall topic such as “product policy” is too broad in any case. Please note that the naming of superordinate and subordinate topics only counts once. A mention of both “innovation management” and “concept definition” would thus only be counted as one topic.
Please ensure that among the identified topics, at least two topics belong to strategic marketing and at least two topics belong to operational marketing.
It is up to you to find and select a suitable article! If you cannot identify a sufficient number of topics in the corresponding article, then vary the keywords of your search if necessary and select another article. The following illustration should serve as an example for a possible implementation of the commentary.
Figure 1: Exemplary marking of topics; Source: Sinnwell, 2021, Handelsblatt, 11.06.2021; https://www.handelsblatt.com/unternehmen/handel-konsumgueter/einzelhandel-mymuesli-schliesst-fast-alle-laeden-und-macht-trotz-corona-gewinn/27278940.html retrieved on: 17.06.2021.
Please indicate the source of your article here:
Please copy the text of your selected article below and mark the identified marketing topics. Please pay attention to the format requirements mentioned above. If necessary, the paste option “Copy text only” will help you to keep the preset formatting.
Please copy the text of the article here into this text field and then mark the identified topics with comments.
Task 2 of 2 (60 subject points): Explanation, opinion and recommendation
a) (30 subject points)
Concisely explain the issues identified in task 1) from a theoretical perspective and then place them meaningfully in the context of your chosen company given by the article.
Make sure that at least two of the topics used belong to strategic marketing and two to operational marketing.
The selected article and the lecture materials (including the recommended reading and the exercise) are sufficient as sources when answering the question. You do not have to do any research beyond that.
You have a maximum of 600 words in total for the explanations. Enter your answer in the text box below. Please pay attention to the format requirements mentioned above and mark the identified topics in bold.
Please enter your answer for task 2a) here
b) (20 subject points)
Write a statement on the effectiveness of the marketing approach of your chosen company. For this, discuss the topics explained in task 2a) with regard to the marketing objectives you know from the lecture. For this purpose, consider the potential-related, as well as the market success-related and economic marketing objectives.
You have a maximum of 350 words for your statement. Enter your answer in the text field below and pay attention to the format requirements mentioned above.
Please enter your answer for task 2b) here.
c) (10 subject points)
Think of another strategic or operational marketing measure from the lecture, not yet mentioned in the article, which you would recommend to the company in the corresponding context. First, briefly name and explain your measure and then justify your recommendation.
You have a maximum of 150 words to answer the question. Enter your answer in the text field below and pay attention to the format requirements mentioned above.
Please enter your answer for task 2c) here.