MAR021-2 Marketing Communications in the Digital Age

Demonstrate the following knowledge and understanding

Traditional and new digital marketing communications disciplines and the manner in which these are deployed, dependent on the brand and the target audiences.

Demonstrate the following skills and abilities

• Newer methods of marketing/communications and develop an integrated marketing communications plan utilising digital methods.

What am I required to do in this assignment?

Choose an organization/ brand write a 750 word analysis on their digital communications strategy. Specifically look at which digital marketing communications disciplines and which particular media they used? What was the rationale for choosing these channels? Give some examples of specific campaigns from the organization to support your answer.

Write a 750 word analysis investigate and develop your own views on the positioning strategy of the organization you chose in question one. Please note that this should have a digital focus. Consider the organization’s competitors in the market and referring back to what you have already written, you should briefly comment on whether the organization is getting their overall digital strategy ‘right’ in the current UK socio-political and economic environment.

Based on your research undertaken in task one and task two conduct a 750 word analysis to make specific recommendations on the digital communications strategy and positioning strategy focusing on your research on the potential changes in the market in the next 5 years. Where do you think the organization/ brand could improve to keep ahead of the curve in the market.

Additional learning/support - You are required to support learning in this element of the portfolio by comparing and contrasting various brands and their approach to digital, social media, and mobile marketing.

• Undertake an analysis of a given brand and its associated target audience.
• Propose a range of non-mainstream marketing communications relevant to a given brand and target audience, focusing particularly on the new forms of media.

How do I produce high quality work that merits a good grade?

We will be filling this section in together in class on Click or tap to enter a date. make sure you have downloaded/printed out the Assignment Brief and bring it to the session with you.

How does assignment relate to what we are doing in scheduled sessions?

The report is based upon what is delivered in the lectures. Each week’s content that is presented from week one to week twelve is vital for answering the question in the report.

The report should particularly focus on specific themes that have been introduced and presented in the first half of the unit which will include:

• Communications theory
• Marketing planning
• Segmentation, Targeting, Positioning
• Communications and Marketing mix
• Advertising/ PR
• Branding
• Digital Marketing in Practice

All of these themes will be taught in the lectures and you will be expected to critically analyse all and apply to the chosen case study.

How will my assignment be marked?

Your assignment will be marked according to the threshold expectations and the criteria on the following page.

You can use them to evaluate your own work and estimate your grade before you submit.