Underpinned by appropriate theories, concepts and models, address the topic of:
‘Critically discuss, analyse and evaluate the key data requirement for the organisation for a select marketing activity’
You will submit two items for this assessment: a. the artefact, b. a written report which will be a reflection of your learning.
Your reflection report should include, but is not limited to, the importance of Data based decision making in building competitive advantage to the firm.
Your artefact can be any of the following, but is not limited to, A simple software to demonstrate the use of data You can use a presenter type of software that leads from one aspect to another (academic presenter) A cartoon construction, A poster A model The Main theme should critically discuss the outlined issue(s) from different perspectives. Examples may be used to further the analysis or idea reflected in the artefact Remember to identify how data is sourced, organised, analysed and yields results for competitive advantage Additional Information Artefact guidance You can identify one key area of marketing such as: Segmentation, promotion, pricing, product, branding, channel management, customer loyalty, customer acquisition and the like and discuss such key issue from different perspectives. You can also include more than one issue in the artefact and try to explore the connections between these. You can use one case study to explore the identified issue in a great detail. Or using multiple examples to further the understanding of the marketing function.
Identified issues, from previous submission, include:
The role of data in decision making Types of data and data sources Identifying the ‘right data and analysis’ Impact of improper data understanding “ illustrating data rich knowledge poor”
Artefact and report assessment You will be assessed on the presentation of creativity and your use of presenting various issues. Your essay should: Critically present the need for data analytics for strategic advantage and demonstrate your understanding of the use and need for such a system in any organisation to enhance the marketing function. Your artefact should: Self explain (can have pin-ups to detail) the idea, approach to data, analytics to be performed, expected results, and how these can be used as knowledge to leverage competitive advantage
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