Assessment title: Assess the consequences and impact that the pandemic, and other global events, are having on marketing approaches in the e-commerce industry

Aims: to assess the student’s ability to use the PESTLE framework in current marketplace.

Your essay should include the following:

  • For your chosen industry i.e. e commerce, use the PESTLE framework to analyse the macro environmental factors that could have an impact on its success.
  • Discuss the key trends which can influence attitudes/decisions.
  • Identify whether there are any opportunities going forward and any associated challenges.
  • What is the role of marketing in helping producers and consumers understand the consequences of engagement with a global market and associated uncertainties.
  • Consider the role of technology in addressing some of the issues.

Learning Outcomes

1. Identify factors and trends in the business environment and how they affect marketing strategy in both national and international contexts. 

2. Apply essential marketing concepts and theories within both an operational and strategic context.

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