Students are expected to bring forward one article or resource that reflects a current trend in Marketing. It could be(but is not limited to)such things as:
Videos of new advertising campaigns
Articles about new and innovative marketing approaches
Websites outlining useful how-to guides related to the field of marketing that support current directions in the field of marketing
Synopsis of a new ground-breaking book in the field of marketing
To properly complete each Marketing Watch, you should include:
The name of the resource
A brief synopsis of the resource
A link to the resource or uploaded copy of the resource
A brief description of WHY and HOW this resource is important to the field of marketing
A sample of a properly-completed Marketing Watch synopsis will be made available online
Here is a brief example of a Market Watch synopsis.
Please note that this particular synopsis would have been written by a student towards the end of the course, integrating several concepts from the course into the analysis. You are not responsible for integrating material that you have not yet studied in this course.
Marketing Watch Sample
Resource: Dan La Civita. (September 10, 2014). What Apple Pay Means for Marketers. Advertising Age. Retrieved from http://adage.com/article/digitalnext/apple-pay-means-marketers/294901/ Synopsis of the resource: In this article, the author discusses Apple Pay, a mobile payment system announced as part of Apples press event earlier in the week. He explains how the functionality works, and then highlights there are several key difference between this and other payment systems that set it up to be more successful, including retail partnerships and Apples control of both the handset as well as the software on it. He outlines three key implications for marketers, including increased ecommerce opportunities, increase opportunities for mobile promotional messaging, and opportunity for better integration with promotional messaging in other platforms.
Link to the resource: http://adage.com/article/digitalnext/apple-pay-means-marketers/294901/ WHY and HOW this resource is important to the field of marketing: This article presents some interesting
thinking about the implications of a new technology to several of the elements of the marketing mix: place and promotion. It addresses how the technology of one firm, because of its careful control of its product and the influence it has amongst its partners, could significantly change channels used by marketers to get product into the hands of their consumers (place) through the potential for increased adoption of ecommerce. It also discusses how several elements of the integrated marketing communication mix (promotion) could significantly be influenced, again by a single technology for a single organization. It is important because it gives the reader an opportunity to consider how a single product can change the landscape for all marketing practitioners.
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