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CB9067 : Digital Marketing

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  • Course Code: CB9067
  • University: University Of Kent
  • Country: United Kingdom


1.Digital Channel Analysis Criteria

Explain your understanding of digital channels. Why is digital channel analysis an important part of preparing a marketing plan? Develop and justify your chosen digital channel analysis criteria. This section must provide sufficient analysis of Australian consumer behaviour relevant to digital marketing (i.e., target market), and integrate findings with analysis criteria. You may offer different sets of criteria for different channels—i.e., one for websites and another for social media. Or, you may propose key criteria and then link each entry to the relevant channel(s)


Analyse digital channels such as the website and various social media of a competitor of the client firm, using the criteria developed in the previous section to determine their appropriateness and perceived effectiveness. Include the identification of at least one online value proposition (OVP). Use week 1 to 7 materials (especially chapter 2) and 3rd party tools. Adequate visual illustration (with captions) is mandatory

3. CompanyAnalysis

Analyse digital channels such as the website and various social media of the company (that of your client) using the criteria developed in section 2 to determine the appropriateness and perceived effectiveness of the digital channels. Include the identification of at least one online value proposition (OVP). Do NOT plagiarise the analysis of another team member; you will risk a fail grade if you copy. Use week 1 to 7 materials (especially chapter 2) and 3rd party tools. Adequate visual illustration (with captions) is mandatory


Create and detail a table of analysis to compare the digital channels of your chosen company and its competitor. You may need to use landscape page layout in this section to accommodate a large table in your report. 



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