MKTG 532 BRAND MANAGEMENT - SPRING 2018-2019

ASSIGNMENT 2

Please make some research and write an essay that reveals your opinions about user-
generated content in the digital era.

Within the “user-generated content in the digital era” theme, you can focus on different
sub-topics in your essay.

As a suggestion, your essay can address following issues:

- What is user-generated content? How has the marketing environment changed
for brand managers in the digital era, i.e. in the era of “connected” consumers?
- How can marketers increase customer engagement in digital platforms?

o Please do not exceed 1000 words.

o Projects must be submitted from the BB system until 20 May 2019. You can
exclude references list in this online submission.
o Please submit a hard-copy of your assignment including references.
o Projects must be prepared in Word.
o Please include your name in the Word document.
o Please include a references list.
o Please re-phrase all content that you find from online resources. Assignments
that exceed 25% limit in the SafeAssign will be graded by 0 points.

Thank you!