Evaluate what are the needs, wants, demands of the Booking.com customer. Evaluate the Booking.com business with application to ‘Jobs to be Done’.

DLMM21 Marketing in a Digitally Connected World

Summative Assessment Part 1

Submission – Monday of Week 5, 2024

Case study – critical evaluation of key marketing concepts and the role technology in marketing.

This task forms the first part of the assessment of the module and will achieve 35% of the overall mark for the module.

At the end of this task, you will have demonstrated application of the learning covered in Weeks 1, 2, 3.

The focus of this assessment is Booking.com

Booking.com | Official site | The best hotels, flights, car rentals & accommodations

Questions

1. Evaluate what are the needs, wants, demands of the Booking.com customer. Evaluate the Booking.com business with application to ‘Jobs to be Done’. Reference key academic marketing theory and provide applied examples relating to Booking.com to demonstrate your insights.
2. Based on your knowledge of the development of marketing; evaluate the Booking.com business philosophy and orientation. Justify your standpoint with references to academic marketing theory and provide applied examples relating to Booking.com to support insights.
3. Identify which 4.0 technologies enable the Booking.com business model and how these deliver customer value. Reference relevant sources to underpin your knowledge of 4.0 technologies and provide applied examples to demonstrate your insights.
4. From your knowledge of MarTech stack suggest five key technologies you would expect Booking.com to utilise in its marketing implementation; explain why these are beneficial to the organisation.

Format

• The format of the final piece of work is a PPT
• The slides should be engaging, and key points should be communicated without too many words.
• The ‘Notes’ area should be used to provide supporting narrative for each slide. Notes should not exceed 125 words per slide.
• Your insights should be underpinned with references to relevant marketing theory and other appropriate sources of information. Harvard Referencing System should be applied (in text citations and a reference list)
• Maximum 1 slide per question plus a final slide/slides incorporating the reference list.

You are expected to undertake your own online research using a range of sources such as but not, limited to news items, social media, company reports, sector trends.

Guidelines

• This assignment should be submitted no later than 13:00 UK Time on Monday of Week 5.
• Your submission should be a maximum of 500 words in length (+/- 10%). 125 words maximum per slide.
• Using the Harvard Referencing System please make sure that you correctly cite and reference all secondary sources you use and include a reference list. The reference list will not be included in your final word count.

Grading

This activity will be graded, and you will receive feedback on it. The grade will be based on the generic University Postgraduate Assessment Criteriadownload is shown as a separate document.

• You must pass both the Part 1 and Part 2 assessments to achieve a pass for the module.

Feedback

• The marker for your assignment will provide developmental feedback that will help you to organise your thinking for future submissions on the programme.
• Please also note that the weekly group feedback for your activity contributions provided by your online tutor should also be used to develop your work for your summative assignments.

About DLMM21 Assignment

This assignment focuses on understanding how marketing works in today’s digital world, where people are always online and connected through technology. The aim is to explore how businesses can use digital tools and platforms to reach their customers more effectively.

As part of this assignment, students will prepare and deliver a presentation. This presentation will show their knowledge of digital marketing strategies and how companies use websites, social media, email, and online advertising to promote their products and services. Students may also look at how data and customer behaviour online help shape marketing decisions.

The assignment encourages learners to think critically about digital trends, customer engagement, and the importance of an online presence in modern marketing. It also helps develop key skills like research, communication, and presentation – all important in today’s marketing world.