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1. Marketing Management Individual Assessment
(October 2018)
I have complete copy of this assignment. If you want to have complete draft of
this work with no plagiarism, then contact me at my email id:
projectwork185@gmail.com
One element makes up the individual assessment for this course
1. Essay (contributing 70% of the course marks)
The essay question is as follows:
Critically evaluate the concept of the ‘Millennial’. What are the implications for
marketing practice of this group of consumers?
Essay Specifications and Requirements
Word Length: 2500 words (excluding references).
Please make sure that your work has a word count on the front cover.
Essays will be assessed on structure, content and presentation.
In terms of the Structure Requirement, students are respectfully reminded that
essays should have a beginning, middle and an end. Moreover, each paragraph
should contain one point which is well explained and reasoned through. Finally,
paragraphs should contain a link (some sign-posting).
In terms of the Content Requirement, students must demonstrate: [i] knowledge of
ideas and research in the subject area in question; [ii] the ability to research out,
read and critically consider additional (relevant) material to that given in the
lecture; [iii] the ability to collate material into logical and coherent lines of reasoning
in a critical and analytical fashion; and [iv] the ability to inform the reader whilst
answering the question.
In terms of the Presentation Requirement essays should be typed. Arial Font: 11
point print, single spaced with text justified on the RHS and LHS.
Finally, your work must be written in your own words. You must properly
acknowledge (reference) the contributions of others. A list of your references (listed
alphabetically) must be included at the end of your work – use the Harvard
Referencing System.

2. Submission Date
Full-time Students: 7.00pm Sunday 24rd October 2018 via Turnitin
If you are in doubt or have questions about how to submit via Turnitin support is
available in the Student Hub.
Further Information
A copy of the Feedback Form utilised for the Essay is available on MyAberdeen.
Further Guidance
In the essay you are required to do TWO things: i) Critically evaluate the concept of
the ‘Millennial’; and ii) Consider and discuss the potential implications for marketing
practice of this group of consumers. Please ensure you address both aspects fully
(rather than concentrating on one at the expense of the other).
There are many ways in which you could address these questions, and what follows
is NOT a 'prescription' for how you should do it. It is merely a suggestion of the kinds
of issues and questions you might consider when constructing your essay. It is by no
means an exhaustive or comprehensive list of what you could discuss, and if you
discover other interesting and relevant aspects/issues in your research you can and
should include these in your essay. However, please read on if you would like some
help to get started . . .
In order to critically evaluate the concept of the 'Millennial' you might first wish to
explore how it is defined. Is there a standard, widely agreed definition? Are there
many different definitions? If there are different definitions, do they share certain
characteristics? On which points do they differ?
There are then many ways in which you might 'critically evaluate' the concept of
'Millennials'. For example, you might critically evaluate the validity, applicability and
usefulness of the concept in terms of whether it usefully and meaningfully describes
a large, homogenous group of people, and distinguishes then from other large,
homogenous groups of people. In so doing, you might consider for example:
 What do Millennials have in common with each other (e.g. characteristics,
goals, priorities, behaviours, lifestyles, pressures, environment in which they
live, etc.)? What do they NOT have in common with each other (i.e. how do
these factors differ between different groups or individuals who might all

3. generally be classed as "Millennials")? Are these differences numerous,
relevant and important? Are there perhaps particular 'types' or 'groups' of
Millennial that we should be aware of?
 What do Millennials, or particular groups of Millennials, have in common with
other generations, such as Gen X, Gen Y, Baby Boomers (e.g. their personal
characteristics, goals, priorities, behaviours, lifestyles, pressures, the
environment in which they live, etc.)? What do they NOT have in common
with people from these other generations (i.e. how do these factors differ
between generations)? Are these differences significant, meaningful and
important? Do some groups of Millennials have more in common with those
from other generations than they do with people from their own generation?
Are other groups of Millennials clearly distinguishable from those in other
generations? What does all this mean for the validity and usefulness of the
"Millennial" concept?
Finally, a significant part of your essay should be given over to a discussion of the
potential implications of the issues you have critically considered for marketing to
people in the Millennial generation. Please DO NOT sees this as an afterthought that
warrants only a few hundred words at the end of your essay; it is a larger and more
important part of the coursework than that. You might consider implications for any
aspect of marketing, including for example:
 Market segmentation and targeting - e.g. can/should marketers consider
Millennials to be a single, homogenous market segment? Could this be the
case in some sectors/industries but not others? Should the Millennial
generation be further segmented into different 'types' or 'groups' of
Millennials? How might this be most usefully and meaningfully done?
 Understanding key consumer attitudes and behaviours - e.g. How do
Millennials, or groups of Millennials, think and behave in consumption
contexts? How do think about brands? What do they want brands to be? How
do they want to communicate with and maintain relationships with brands and
organisations? How, where and why do they buy products, services and
brands? What benefits do they seek? What motivates them? How do they use
products and services?
 Positioning - how should marketers establish clear, meaningful, relevant and
credible positions/images with Millennials, of groups of Millennials?
 Product, Services and Brand Strategy - What types of innovations are
meaningful to these consumers? Implications for product design, packaging
and labelling? Do products tend to have a particular fast or slow 'life cycle
amongst these consumers? Is that the case for some types of

4. products/services more than others? How should we construct and
communicate brands for these consumers?
 Distribution Strategy - given how and where these consumers buy products
and services, how should we make them available to them? Where should we
sell them? Through what channels? Are particular intermediaries sometimes
important and useful in getting our products/services to market in ways that
will really meet the needs (in space, time and accessibility) of these
consumers? For services, is location more or less important than before? Are
digital channels important? For all products/services? Why?
 Pricing - Appropriates of pricing strategies for these consumers? Are new
methods of pricing emerging that make sense and welcomed by this group
(e.g. "freemium" pricing)? Are these new methods only possible because of
the characteristics, attitudes and behaviours of this group of consumers?
 Promotion - What should we aim to achieve when communicating with this
group of consumers (i.e. what are appropriate communication objectives).
How should we best communicate with this group? What sort of messages
are likely to resonate? Using what sort of language, imagery, symbolism, etc.?
What media channels are likely to be most effective (e.g. TV, radio, online,
social, mobile, etc.) and why? How might we 'listen' to these consumers, gain
feedback and engage in dialogue with them about our products, services and
brands? How might we measure the success of our communications amongst
this group of consumers?
 Services marketing - do Millennials tend to consume services more heavily
than products? How should we construct effective services for this group of
consumers? Are our 'people' still an important factor in effective service
delivery, or is digitalisation and automation making this factor less important?
Do Millennial consumers want to be part of the service design and delivery
more than other generations - do they want and expect to 'co-create' services
by taking part in them (e.g. designing their own services, using self-service
functions, etc.)? What does this mean for how we design the 'processes' by
which we deliver services? What kind of environments do Millennials wish to
consumer services in (physical and online)? How can/should we design
servicescapes that meet the needs, wants and desires of this group of
consumers (from décor and ambience, to accessibility and functionality - even
down to chargers for phones and tablets? - offline and online)?
You do not have to consider ALL of these aspects of marketing to Millennials. The
purpose of the list is give you some sense of breadth of factors you might consider.

5. You might wish to focus your discussion on some of these - the ones that you
consider to be the most interesting, relevant and important, and for which you have
found information/literature to inform and support your discussion. You might wish to
focus your discussion on other implications for marketing to Millennials that you have
discovered in your search and reading of the literature. This would also be entirely
appropriate.
Some suggested reading for the Individual Assignment
In preparing this assignment you should identify and read relevant academic
literature. This will be essential for you to engage in informed critical discussion
(which is a requirement of your assignment and a criteria for assesment. A good
source of knowledge and information is Google Scholar, which provides abstracts to
journal articles and links to the full text of all those that are open access. The
following are examples of the kind of articles you will find in Google Scholar that may
be of relevance to your assignment.
Duffett, R. G. (2015). Facebook advertising’s influence on intention-to-purchase and
purchase amongst Millennials. Internet Research, 25(4), 498-526.
Schewe, C. D., Debevec, K., Madden, T. J., Diamond, W. D., Parment, A., &
Murphy, A. (2013). “If You've Seen One, You've Seen Them All!” Are Young
Millennials the Same Worldwide?. Journal of international consumer marketing,
25(1), 3-15.
Debevec, K., Schewe, C. D., Madden, T. J., & Diamond, W. D. (2013). Are today's
Millennials splintering into a new generational cohort? Maybe!. Journal of Consumer
Behaviour, 12(1), 20-31.
Stein, J. (2013). Millennials: The me me me generation. Time magazine, 20, 1-8.
Bucic, T., Harris, J., & Arli, D. (2012). Ethical consumers among the millennials: A
cross-national study. Journal of Business Ethics, 110(1), 113-131.
Mangold, W. G., & Smith, K. T. (2012). Selling to Millennials with online reviews.
Business Horizons, 55(2), 141-153.
Kilian, T., Hennigs, N., & Langner, S. (2012). Do Millennials read books or blogs?
Introducing a media usage typology of the internet generation. Journal of Consumer
Marketing, 29(2), 114-124.
Smith, K. T. (2012). Longitudinal study of digital marketing strategies targeting
Millennials. Journal of Consumer Marketing, 29(2), 86-92.
Smith, K. T. (2011). Digital marketing strategies that Millennials find appealing,
motivating, or just annoying. Journal of Strategic Marketing, 19(6), 489-499.

6. Smith, K. T., & Brower, T. R. (2012). Longitudinal study of green marketing
strategies that influence Millennials. Journal of Strategic Marketing, 20(6), 535-551.
Smith, K. T. (2010). An examination of marketing techniques that influence
Millennials' perceptions of whether a product is environmentally friendly. Journal of
Strategic Marketing, 18(6), 437-450.
Lodes, M., & Buff, C. L. (2009). Are generation Y (Millennial) consumers brand loyal
and is their buying behavior affected in an economic recession? A preliminary study.
Journal of Academy of Business and Economics, 9(3), 127-134.
McCasland, M. (2005). Mobile marketing to millennials. Young Consumers, 6(3), 8-
13.