• ASSIGNEMTN Task:
• Critically review relevant literature, theories, concepts and findings taken from an appropriate balance of academic, and practitioner, sources to explore what is meant by ‘disruptive innovation’ . For a digital tool or technology of your choice, reflect critically upon why your selection might be considered ‘disruptive’, using theory and market data to support your choice, and discuss its impact on the current digital and social media marketing landscape.
• Word limit: No more than 3000 words including figures and graphs. This is a discursive piece of work so the use of tables would not normally be appropriate.
• Suggested report format
• Introduction – state your choice of disruptive tech, state what the report is setting out to do
• Literature Review – how is disruptive technology defined? What does the theory say
• Evaluation of chosen Technology/Tool – use market evidence to evaluate how your choice of technology does (or doesn’t) fit into these definitions of disruptive technology, In the section where you discuss your tool/tech. Choose a tool/tech and, by using evidence of how it has performed in the market, discuss if it meets the criteria for disruptive innovation put forward in the literature review. Note again, this is not likely to be just about how the tech/tool is technically/operationally superior. In this section you are aiming to work out if your tool/tech meets the definition of disruptive innovation so you should conclude this section by clearly stating if it does or, if not, in what areas it does not (with proof).
• Impact of chosen Technology/Tool – use market evidence to discuss its impact on a chosen aspect/s of Digital and Social Media Marketing. Following the above, discuss what impact (positive or negative) the tool/tech has had on digital and social media marketing. Do this separately from the discussion in point c), you are not trying prove if it has been disruptive to digital and social media marketing – just discuss if it has had an impact and in what way.
• Conclusion – does it fit? In what ways does it not? Is this likely to change in the future?
