Digital Marketing Strategy for SME or NFP Sector: A 3000-word Report

Learning Outcomes

1.Systematically compare and contrast a range of approaches to acquire, convert and retain customers using digital marketing techniques.

2.Analyse and interpret data and, by the integration of theory and practice, investigate appropriate digital marketing techniques to solve a business issue or help make its operations more efficient / effective.

3.Critically analyse the threats, opportunities, and operational implications associated with digital marketing tools for acquisition, conversion and retention in the context of a commercial and professional situation.

C: Assessment Task

Using an organisation to illustrate your discussion, you are required to produce a 3,000 word individual assessment in the form of a report. The report needs to demonstrate contextual understanding of digital marketing strategy and support the development of a strategy and relevant tactical recommendations for the case-study organisation discussed & presented in assessment 1.

The case study is selected by the student but must be agreed with the Module Tutor. The case study organization must be part an SME or part of the NFP sector, so, a Charity for example.

You can choose to base your analysis on either US, UK, a particular EU market or another country– choose one country base market.

Your report should include the following with a suggestion as to word count allocation as follows:-

1.Introduction

2.Customer Journey Mapping

3.Customer Conversion Techniques

4.Customer Persona (Retention)

5. Customer Retention Campaign

6.Evaluation

• Brief introduction and context setting
• Present a detailed ‘typical’ customer journey and evaluate the ‘touch points’ in the context of a conversion and retention strateg
• In relation to the customer journey and conversion persona, critically evaluate digital marketing techniques from across the mix to help the organisation  turn a visitor into a customer. Include the justification of each technique. You must select a minimum of 4 different techniques. Only 1 can be Digital Communications related. The other 3 techniques must be from the wider Digital Marketing Mix.
• Outline in detail and justify one key target persona that the organisation wants to retain.
• Critically evaluate digital marketing techniques from across the mix to help the organisation retain current customers. You must select a minimum of 4 different techniques.  Include the justification of each technique. Only 1 can be Digital Communications related. The other 3 techniques must be from the wider Digital Marketing Mix.

D: Specific Criteria/Guidance

In terms of marking allocation, the following gives an indication of how marks are allocated:-

1.Demonstrate a critical understanding of approaches to Digital Marketing Acquisition Strategies (20%)

2.Critically evaluate how Digital Marketing Acquisition Strategies can be employed to respond to business challenges (40%)

3.Identify and design appropriate Digital Marketing Acquisition Strategies in response to business challenges (20%)

4.Expression:

a.Written vocabulary and academic style (10%)

5.Sources:

a.Academic referencing skills (10%)

Please refer to the individual Rubric marking criteria below for a fuller explanation of the assessment criteria.

• Journal of Digital and Social Media
• Journal of Digital Media Management
• Journal of Communication Management
• Journal of Marketing Management
• Journal of Public Relations Research
• Public Relations Review

F: Submission Guidance

• You must submit assessments in Microsoft Word, Microsoft PowerPoint or PDF format.
• The file must be no larger than 40MB.
• Your writing is expected to conform to Standard English in terms of spelling, syntax and grammar.
• You must include your Assessment Number (J Number) in the header or footer.
• Include your word count at the end of the assignment or the front cover.
• Set up your page for A4 paper in portrait style.
• The font size must be a minimum of point 12 Calibri (or equivalent) for the body of the assessment and footnotes must be 2 points smaller.
• Line spacing in the body of the assessment must be 1.5 lines.
• Number the pages consecutively.
• Students should submit work before 12 noon on the deadline date electronically via Moodle. Please follow the ‘Turnitin submission’ link on the module space and follow the on-screen instructions, paying particular attention to any specific instructions for each assignment.
• You must submit your work with the following details written on the first page:

-Title of your work

-Module title and code

-Module Leader and Seminar Tutor (if relevant)

-Number of words

-Your student assessment number (J Number)

Student work that does not have this information on will not be identifiable after marking has taken place and risks being recorded as a non-submission.

G: Academic Integrity and Penalties

It is your responsibility to ensure that you are familiar with all of the information contained in this brief as failure to do this may impact on your achievement.

Please refer to the various Assessment Guidance below for detailed information on:

• Academic Integrity
• APA Reference Guide
• Excess Word Count Penalties
• University Generic Marking Criteria
• Late Work Penalties

The University classifies Level 7 Postgraduate Degrees with Distinction, Merit and Pass. Classifications are made at the point of award, using a formula set out in the Principles and Regulations. Further details and examples may be found on the Registry Services Portal pages.

The criteria offer descriptions of standards of achievement relating to six types of learning outcomes:

1. Knowledge and Understanding of the academic discipline, field of study, or area of professional practice
2. Research 1. Reading and Use of Appropriate Sources
3. Research 2. Methodology
4. Critical Analysis & Interpretation
5. Communication Skills: Creative, Written & Presented
6. Reflection: Critical Reflection and/or Personal and Professional Application