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Big Data: The aim of this assignment is to produce a discussion paper that critically evaluates an emerging theme of BIG DATA and its impact on the automotive industry. The discussion paper should be based on leading-edge marketing research and practice in the automotive industry, and be presented in a format suitable for use at an international conference or seminar for senior marketing practitioners.
There are TWO components to this assignment. You are to undertake critical research into the BIG DATA theme as the basis for the discussion paper, and should present in tabular form a summary and evaluation of the sources used for this research in this area. You are also required to produce a discussion paper that demonstrates a critical awareness and in-depth understanding of BIG DATA and its impact on the sector or industry.
Task ONE
Based on a automotive industry, critically research your chosen macro-environmental theme of BIG DATA in order to establish the potential impact this change may have on the sector/industry.
You should use a range of relevant and credible secondary sources, including suitable industry journals, periodicals and other publications. In a table, summarise the various sources used, together with brief notes as to the credibility, reliability and merits of the different sources for the purposes of your discussion paper.
Task TWO
Based on your research, write a discussion paper that could form the basis of a presentation that will be given at an international conference or seminar for senior marketing practitioners.
The paper should Identify and critically assess, through the use of published evidence, the theme of BIG DATA and its potential to bring about fundamental change to the nature of a sector/industry of your choice. In addition, critically evaluate how that macro-environmental theme will bring about change to ONE of the following specific aspects of automotive industry:
• consumer behaviour (or business buying behaviour in B2B)
• the nature/structure of competition
• the nature/structure of supply chains
Recommend and justify, using relevant marketing concepts and theories, ONE appropriate strategic marketing response that organisations within automotive industry should make in response to this change in BIG DATA.
PS: Similarity level max 10% including paraphrasing and citation.
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