MKT318 – Individual assignment

Topic: How digital tools are changing marketing mix (4Ps)

1. Introduction
1.1. Definition of marketing
1.2. Definition of marketing mix
2. How digital tools are changing marketing mix (in detail)
2.1. Product
2.1.1. Customer co-creation
2.1.2. Sharing economy
2.2. Promotion
2.2.1. User generated content
2.2.2. Doppelganger brand
2.3. Place
2.3.1. New retailer
2.3.2. Desktop manufacturing
2.4. Price
2.4.1. Pay What You Want
2.4.2. Freemium

Note that: in each concept, you have to give (1) definition, (2) your own example, (3)
Characteristics of the concept, (4) Issues, and (5) Conditions where you can apply the
concept.

3. Suggestions for companies to react towards the changing of digital marketing

You should give the suggestions to help firms apply successfully the concepts mentioned
in part 2 of the report

Due date: Week 4 (Midnight …/…/2022)