In this assignment, you will interview a marketing professional to gather information about his/her organisation’s internal and external environment

Overview

In this assignment, you will interview a marketing professional to gather information about his/her organisation’s internal and external environment. You will then analyse the case and write a 1500-word report that describes and discusses the drivers and barriers to digital integration and recommends a course of action. A case analysis is often used in job interviews to assess critical thinking and problem-solving abilities. This assignment allows you to develop and demonstrate these abilities by applying theoretical concepts to a complex real-world business situation.

Tasks

1. Establish the context of the case study. You should define the aim, key problem (i.e. what business challenge has prompted this study?) and why this problem is important.
2. Determine your approach to this case study, including what information you will obtain, how you will obtain it, what theoretical frameworks and concepts you will use to analyse the case and provide recommendations. To untangle the complexity of the real-life business problem, you need to consider various perspectives in your analysis instead of merely focusing on the tactical implementation of new technologies.
3. Prepare an interview protocol. The key items you can cover in your interview may include but are not limited to:

1. Find and interview an in-house marketer who is responsible for his/her organisation’s digital marketing activities. To ensure you have access to sufficient information, this person needs to have a good understanding of the organisation’s internal and external environment. An agency marketer is not suitable given the difference in their interests. Prior to the interview, you should visit the organisation’s website and other channels (if any) to familiarise yourself with their background and offerings. You must explain to the interviewee what the interview will entail and obtain permission to audio-record the meeting. Your interview should last at least 30 minutes to gather rich insights.
2. Analyse the case and evaluate solutions, using relevant concepts, frameworks and materials from the unit.
3. Write up your case analysis, following the structure suggested below.