Marketing in a Digital World 2021

Knowledge

1. Critical understanding of transformations in marketing practices and thinking
that are occurring in response to changes in the technological and social
environments.
2. Critical understanding of the need for an integrative approach in strategic
marketing.
3. Critical evaluation of the challenges faced by marketers in the digital era.
Skills
4. Analytical and critical thinking

Context

“… No wonder people in the hospitality, tourism, travel and retail industries are
seriously worried about the impact of the coronavirus…” From Foroohar, R.
(2020). Coronavirus will hit global growth. Financial Times, 5 February.
The cover of Time Magazine on 14 December 2020 declares 2020 “the worst
year ever.” Most business organisations around the world have not been spared,
and major retailers have tackled the situation differently.
For instance, according to the opinion column of Bloomberg.com in June 2020,
Inditex SA, the Spanish fast-fashion behemoth, reported its first loss since it
went public in 2001 after shutting stores during Covid-19 lockdowns worldwide. It
will close between 1,000 and 1,200 stores, many belonging to Inditex brands
other than Zara. Available at: https://www.bloomberg.com/opinion/articles/2020-
06-10/zara-s-online-shopping-strategy-could-be-a-hit.

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