A) students are required to research how Amazon might benefit from implementing digital technologies as part of the digital marketing strategy in creating differentiation and competitive advantage which enable the business to survive and prosper. Critically discuss and evaluate the technological adoption by reviewing the key elements in the micro and macro environment for Amazon from the perspective of digital marketing.

B) Identify 3:

- Roles : Discussion on the roles and benefits of digital technologies within Amazon that they use to achieve marketing objectives and driving marketing performance of Amazon.

- Impacts: Discussion on how have digital technologies (with evidence/justifications) transformed the

business (Amazon) and/or marketing model of the chosen retail brand/company.