Report on Traditional and Digital Marketing with Applications from Netflix

Differences Between Traditional and Digital Marketing

1 The grade is provisional until confirmed by the relevant assessment board(s). Your work will be marked in grades rather than percentages. This is considered to deliver the most accurate and fair outcomes for students. Each assessment that you undertake will be assessed using the common grading system. Information about the grading system can be found in your Student Handbook, Section 10.

The Grade Criteria can be found in Appendix C of your Student Handbook.  

Write a report that:

• Outlines the differences between traditional and digital marketing with examples from Netflix ·

• Explains customers touch points and the omnichannel nature of the customer journey of Netflix subscribers. ·

• Explains how Netflix use the analysis of data generated through digital marketing activities, ·

• Explain how analysis of data enables marketers to map this journey to improve

company performance and improve the customer experience.

Refer to academic literature, reputable online resources such as McKinsey, Smart Insights and Clickz, and use industry examples.

• The word limit for this assessment is 1,000 words ·

• This assignment is worth 20% of the overall module grade ·

• This assignment should be submitted as a Microsoft Word file. ·

• Use the Harvard referencing system throughout for your citations and reference list.

You must submit your assignment by using the Turnitin gateway in the module’s Canvas site. Please Note: When you submit you will be asked to confirm you have referred to the Submission Checklist (see Appendix 1) and the act of submitting your work electronically will be taken as an acceptance of the Declaration of Authorship .

This item of assessment covers the following learning outcomes. For the full list of learning outcomes for the module, please refer to the Module Study Guide.

• Understand the digital landscape and explain how it differs from traditional marketing management.

• Explain the technology and management of data and analytics that drive digital marketing and underpin its success

• Explain the facets of the digital consumer and the research tools that enable such an explanation.

• Explain and analyse the principles of web design, website management and usability and their role in the success of digital marketing initiatives.

Have you checked Canvas messages/announcements for any additional/final details of the assessment?1

2. Are you submitting in the correct submission area e.g. if it is a resubmission of your second assignment it should be ‘AS2R’?

3. Make sure you are submitting the correct final version of your work.

4. Have you kept to the word limit? Remember, anything greater than 10% above the word count will not be marked.

5. Have you addressed the assessment requirements as outlined in the Assessment Brief?

6. Have you spell checked and proofread your work?

7. Is your work formatted correctly and consistently?

8. Are you submitting a document in the correct format?

9. Is your work written in an appropriate academic style?

10. Have you checked your citations and Reference List/Bibliography?

11. Have you submitted your work to get a similarity report to check you have paraphrased where required?