During this first week, we're going to talk a little bit about current issues in marketing. Now marketing is an ever-changing discipline and there are many things to be explored in this particular area. One of the key are responsibilities of the Marketing Science Institute is direct research priorities in this field. Now you'll see on the right-hand side of this that there are five Marketing Science Institute research priorities for the discipline. In each of these priorities are actually subtopics as well. For example, in the first one, talking about cultivating the customer asset, there are subcategories related to the customer journey in the purchase funnel. How customer and technology interface has changed the way we shop and discussing some of the big trends affecting consumer decision-making. Now with this particular assignment, you're actually going to look at one of these specific areas. And you're going to choose one of the priorities and deep dive into the current state of the research. You're going to look at what are some of the major themes. Now when I'm talking about priorities, I'm talking about a specific subset. So you won't look at, in general, cultivating customer assets. You will likely choose something beneath, such as technology or consumer decision-making. So what do you want to do is review the Marketing Science Institute research priorities. Read through the booklet that is attached in this particular section for this particular module, and answer the following question in your discussion forum. Now keep in mind the format, formatting guidelines and adherence to APA format, as well as the direction to post directly in the forum. So in your assignment, we're all going to take a deep dive into one of these areas. And then the following week, we'll do some replies and things that kinda discuss areas in between.
