Marketing in a Digital World

Investigate and appraise the role of marketing management in a retail organisation/brand of your choice. This retailer must have originated off-line (ie bricks-and-mortar/physical stores) and must operate at a national +/or international level, with a presence in the UK/ HK. Thoroughly research your chosen organisation/brand and the marketing environment within which it operates, to: Critically evaluate the challenges faced by those responsible for marketing the organisation/brand 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.