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MKT6800 Digital Marketing Strategy

Question

Answered

Question:

Task 1

Using an organisation of your choice, identify and critically evaluate PESTEL factors influencing the success of their digital marketing campaigns. Use relevant theories to illustrate your answer.

Task 2

Critically evaluate and analyse the effectiveness of the social web for building brands. Compare two organisations of your choice to demonstrate your arguments.

Task 3

Critically analyse how modern organisation Integrate traditional marketing with digital marketing to achieve strategic objectives. Provide four advantages and four disadvantages for traditional and digital marketing. Illustrate your analysis with relevant examples and Marketing theory

You are required to answer all three questions consisting of 50% weighting. In your report bring industry relevant examples and marketing theories to enhance your arguments.

Module Assessment

Achievement of learning outcome will be assessed via a coursework assignment essay. The assessment will require students to demonstrate theoretical understanding and practical relevance. At this level you are expected to confidently engage with the journal debate relating to the relevant areas of interest and interrogate your reading in an analytical and critical manner.

Assessment Criteria

As students on this module you will be assessed on the breadth, depth and understanding of theoretical knowledge and the ability to relate this to analysing and debating digital marketing challenges, themes and issues. An ability to apply theory to practice is essential in this module. You will be expected to present your findings via persuasive and convincing arguments in an appropriate format, underpinned with relevant supporting references.

Journal of Internet Marketing and Advertising

1. Internet Marketing Journal UK:

2. Web Marketing Today

3. International Journal of online Marketing

4. Journal of Marketing Research Online

The assessment criteria are used to measure student performance: how well you have fulfilled the specific learning outcomes of the module. The same criteria can apply to each level, because the learning outcomes are graduated by level. The learning outcomes at different levels define the complexity of understanding and skills that you must achieve in that module. The criteria offer descriptions of standards of achievement relating to four types of learning outcome, and four separate charts of these appear below:

• Knowledge and understanding

• Cognitive skills

• Practical or professional skills

• Communication skills.

There are various descriptors under these headings, describing different aspects of understanding or skill. Assessors use the ones that apply to the particular outcomes you should demonstrate: if the learning outcomes of your module do not require (for example) practical skills, then those criteria do not apply.

Because not all of the criteria will apply to each module, different departments and faculties in the University may customise these criteria to describe how they apply to your particular area of study or to a particular type of assessment. They may also customise them to show how they interpret and apply them at different levels (4–6). In these cases, they will publish the criteria for you to see. These discipline-specific, task-specific and levelspecific criteria will always conform to the institutional criteria set out here: they will specify, not contradict them.

MKT6800 Digital Marketing Strategy

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