DMKT5008 Digital Marketing

• Explain the foundation principles of digital marketing, and be able to distinguish between traditional and digital marketing. 

• Identify the relevant laws and guidelines that pertain to the different aspects of digital marketing. 

• Apply digital marketing tactics to develop an integrated and effective digital marketing approach across different digital domains. 

• Analyse the role of content within digital channels.

• Examine the value of on-going analysis and measurement as a way of managing and evaluating their digital marketing efforts and budgetary spend.

 Your task is to write a report that addresses the following:

1. Discuss why it is important for HMV to invest in its digital marketing capabilities in addition to its existing traditional marketing know-how.

(5 marks)

2. Critically discuss how HMV can use Search Engine Marketing tactics to improve its website visibility amongst its competitors and win more customers for the business.

You should cover the following: 

• Document the steps you would undertake to design and effective PPC, SEO and Online Display and Video advertising campaign. 

• Identify how HMV could target its key audience through Search Engine Marketing.

• Demonstrate how content marketing can be used to attract customers.

• Document the laws and guidelines that need to be taken into consideration with regards to Search Engine Marketing.   (35 marks)

3. Identify how Email Marketing and Social Media Marketing can be used to attract, retain and engage with new and existing customers for HMV. Critically discuss which channel is most effective at attracting, engaging and retaining, new and existing customers.(30 marks)

4. Illustrate how HMV can utilise website optimisation techniques to improve website performance. (10 marks) 

5. Explain how you would go about measuring the success of HMV's digital strategy using analytics. Identify any tools that could be used to measure campaign performance with specific reference to any important features, capabilities, or methodologies associated with the monitoring process. (15 marks)

6. Summarise the key tasks and activities that should be incorporated into an effective digital marketing strategy for HMV. (5 Marks)