MS70102E Global Marketing and Digital Business , Summative Assessment 1 , University of West London

Summative Assessment 1

Main objectives of the Assessment 

• The world has transitioned into a heavily digital environment and marketing has had to adapt to this change. Websites, mobile and e-commerce have changed the way people seek out products and services and the way they purchase them.
• Today, businesses are interacting digitally with their customers and collecting vast amounts of consumer information in the process. This is because we now have a consumer-led economy and marketing is no longer just about brand – it’s about customers and their experiences. In this digital era, customers are becoming more demanding and have higher expectations than ever before. (Australian Business Consulting & Solutions, 2021).
• A quick Google search about global online businesses like Amazon’s and Alibaba will provide countless articles praising the glory of Jeff Bezos and Jack Ma. This movement towards e-commerce is undeniable, but the real question is whether the transition from brick-and-mortar retail sales is annihilating small businesses or causing closures that result from natural economic growing gains. 

Requirements: 

a) Critically evaluate the information above in a 1000-word report (not including bibliography). 
b) You must have used exactly eight sources of published literary sources. 
c) The tutor will provide three out of the eight sources. 
d) You are required to obtain five of the required eight sources by your self