Data allows marketers to know a lot about their customers. However, are marketers being too obsessed with data? Sorofman and Frank (2014) posit that, data is important, but it is the content that makes an emotional connection. Discuss.

Social media has enabled consumers “…to create content and amplify their voices, across the globe, to anyone willing to listen” (Labrecque et al. 2013, p.257). This implies a shift of control towards the consumers and significant changes in online brand management. According to Christodoulides (2009), in the digital era, “…the brand manager is no longer a ‘guardian’ of the brand but becomes more of a brand ‘host’”. Is social media doing more harm than good to online brand management? Discuss.

Collaborative business models from Peer-to-Peer (P2P) lending to Airbnb, Uber etc are rapidly challenging and changing industries. This new economy is creating big shifts, new opportunities and challenges. Discuss.