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1. MBA MARKETING
ASSIGNMENTS
EXAMPLE

2. DIGITAL MARKETING COMMUNICATION
The environment in which a person lives and works is constantly
changing and represents a dynamic category. There are frequent
changes, numerous innovations are introduced that change habits
both in private and business life of an individual. Technology is rapidly
evolving and we are witnessing the constant emergence of new
technologies. We live in a variety of digitization that is conditioned not
only by a new way of communication but also by a new way of doing
business. Today we communicate in a different way, we enter into a
much larger number of interactions and relationships, and we connect
and become part of a variety of communities. The way in which we buy
products has changed, and we decide on services, how we know about
them, how we shape, consume the media, and make purchasing
decisions. Consumers want access to the product or information about
it at any time, or at the time it suits them, irrespective of where they are
located. In addition to satisfying the basic function, consumers now
require additional functionalities or benefits, or fit into a certain
lifestyle. All this has made certain changes in marketing and marketing
communications, including public relations and advertising. The market
is packed with products that meet the same needs. Companies struggle
for consumers and their businesses no longer rely on "what will we
produce?" Even on "what will we sell?" But on "What is needed for
consumers and what do they want?" The company's offer must be
unique and recognizable in order to attract public attention and
achieve differentiation in relation to competition in the market and the
media market the ambience congested with too much information.
Today, the peerless man is exposed to a large number of thousands of
thousands of advertisements (Watson, 2010). But it also becomes more
and more tied to digital technologies and devices. Only thirty years
ago, most computers were found in large corporations and only for
certain employees. Today, computers are found everywhere, every
organization, everywhere household. Digital communication is a daily
form of communication and takes place both at work and at home. A
special boom made mobile technology. If you lose your mobile phone,
you lose contact, internet addresses, pictures, files, the man feels lost
(Kare, 2011). This dependence on a digital media manners greatly helps
companies to reach every consumer, at any moment, no matter where

3. it is located. However, competition is strong, because every
company has the same opportunities, so the question is to
take better advantage of the opportunity and turn it into a
market success. Companies need to develop more creative
and more adventurous ways to turn their attention to
themselves and drive consumers to buy their products (van
Dijk, 2006).
The subject of this research is the study of digital
communication as a modern way of functioning of business
systems and the inevitable part of marketing activities in
modern business conditions, i.e. the analysis of the use of
digital communications in the marketing activities of
business systems that differ in each other. The subject of
research is also the problems that arise in the use of digital
communications: Insufficient use of certain digital
communication instruments; the impact of business system
characteristics (size, activity, business hours, business level)
on the use of digital communications; Insufficient
investment in education regarding the use of digital
communications. According to the observed problems in the
real system, a scientific research problem has been put in
place: To explore the level of use of digital channels of
communication in business systems of different
characteristics (size, activity, business hours, business
level); Determination of differences in the use of digital
communication in different business systems, to point to
the concept of using digital communications within
integrated marketing activities that will lead to business
improvement and achievement of the business system's
recognizability and business success. Based on the
theoretical assumptions and the previous research, the
basics of primary research were set up within which data on
the use of digital communications were collected in a given
sample. The sample also identified the use of digital
communications in organizations of different
characteristics, which were taken into consideration during
the research. Research focuses on business systems of
different sizes, business operations, business hours and
business levels, and their use of digital communications in
their marketing activities. Basic settings and conclusions
are made regarding differences in the use of digital

4. communication instruments and channels, as well as
recommendations regarding their use. The research will
provide data on the use of digital media and digital
communication channels in business systems, among which
data on the use of web sites, social networks and other
internet services as the basic preconditions for successful
Internet marketing. Digital media is available to consumers
without restriction - they access them at any point, from
each location, when it is appropriate for them to search for
and review information or to start conversation. Also,
research will assess the level of marketing activities, the
quality of digital communication, the quality of the web as a
backbone of internet marketing, the ability of people to use
digital means of communication, and the importance of
education for using them. In this way we will also see
whether the assessment of the quality and importance of
digital communications depends on the characteristics of
business systems. Adequate business organization and
business performance improvement can only be achieved if
effective ways of reaching out to end consumers are found,
whether it is gaining new or retaining existing ones.
Research will provide answers to questions on how to use
Web site, social networking Facebook, Twitter, LinkedIn,
then blog email, to make conclusions about the concept of
using certain digital instruments in practice of business
systems of different characteristics based on primary data.
Based on the results, there will be recommendations for
possible corrective actions or improvements that need to be
implemented in certain areas. Based on theoretical settings
and empirical primary research, the practical importance of
digital communications will be considered as an important
element of business success. By combining certain digital
communication variables, marketing activities should be
promoted and updated in the direction of positive business
results.
The aim of the research is to establish the representation
and concept of digital communication in marketing
activities, their quality, and the purpose of using certain
digital communication instruments. The aim is to present
the use of digital communications in business systems of
different sizes, ranges, lengths and business levels to reach

5. a conclusion on possible corrections and the direction in
which they should be carried out, identifying possibilities
for enhancing and highlighting the positive side of this
communication types. The social goal is to define an
adequate form of market marketing approach as the
challenge of modern business systems and digital media as
channels of communication of modern society. In this way,
the significance of digital communications and the
possibilities of their use to improve business, regardless of
the characteristics of business systems, is
reflected. Research is conceived as a transversal (cross-
sectional study) that is organized for descriptive
phenomena (use of digital media within marketing
activities) in business systems of different characteristics
(size, business scope, length and business level). The
research should analyze the relationship between the
variables, in order to ascertain their conditionality and
correlation. The business systems involved are grouped in
relation to their characteristics. Common features and
characteristics of the system are included in the sample.
Thereafter, joint markings have been established, both in
terms of representation and use of digital communications,
as well as in assessing the quality and purpose of their use.
Research significance is multiple. It is necessary to give an
immediate picture of the representation of digital
communications in organizations. Regardless of the
situation in the environment and the characteristics of the
business system, it is essential to realize marketing
activities on the Internet. From this follows the significance
of the research that is to invade digital communication in
the direction of those instruments that provide the most
efficient, most economical and profit-oriented result of the
organization from a marketing point of view. This approach
needs to be a guide to modernizing business, which is
necessary to implement trends and innovations, as well as
continuous development and improvement. By dividing the
results of research, theoretical and practical experiences,
the current picture of marketing activities on the Internet
will be gained, as well as the possibilities of enhancing and
presenting the changes that are necessary to achieve
business success. The practical significance of the research

6. is focused on determining the importance of digital
communication, setting the criteria that are necessary for
their successful use within the integrated marketing
activities. By dividing the level at which the digital
communication should be in relation to the level at which it
is used, a picture of the importance of the implementation
of new and improving existing activities and trends towards
modern business practice approaches is obtained in order
to maximize the benefits for business system minimum
investment.
References
Watson, R. (2010) Future Minds – How the digital age is
changing our minds, why this matters, and what we can do
about it. London: Nicholas Brealey Publishing.
van Dijk, J. (2006) The Network Society. London: SAGE
Publication.
Kare, M. S. (2011) e-shock 2020 – How the Digital
Technology Revolution Is Changing Business and All Our
Lives, Hampshire: Palgrave Macmillan.