Assignment Instructions/ Description
Unit 5: Marketing Plan Development and Review of Current Issues in Marketing and Brand Management
Marketing professionals need to stay informed on current and emerging issues, such as digital marketing and threats to brand reputation.
Consider the public outcry in 2013 after Abercrombie & Fitch’s chief executive officer Mark Jeffries stated in no uncertain terms that his products were for ‘cool kids’ and not for ‘fat people’. Jeffries’s comments were shared far and wide by potential buyers, across nations and oceans, in the form of outraged social media posts (Joseph, 2013). Will Abercrombie & Fitch ultimately be hurt or helped by this viral spread of Jeffries’s comments?
In this final unit of the module, you will analyse current issues in marketing and brand management. Then, you will apply concepts, processes and tools explored in this module into the marketing strategy for a new branded product as your Unit 5 Project.
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