Develop a website prototype with a digital marketing strategy

Individual report with website prototype, 2,000 words

Module learning outcomes:

1. Knowledge outcome – You will be able to develop understandings of digital marketing in a range of contexts and its value in creating competitive advantage for organisations.
2. Intellectual /transferable skills outcome – You will be able to present the findings of a digital media investigation you have identified in a professional manner through a variety of media in an acceptable format.

1.Individual report with website prototype, 2,000 words.

You are required to develop a website prototype for a business of your choosing as part of your digital marketing strategy. You should pay attention to the purpose of the website and its target audience(s).  You are further required to write a 2,000 word report that:

(i)justifies the design of the website in terms of usability (navigation)

(ii)critically examines two digital marketing tools/techniques and their integration with the website.

(iii)recommends metrics and analytical software to measure the effectiveness of the digital tools selected.

You should use relevant theory, tools, models, etc. from academic and professional sources to support your arguments where applicable. See the marking scheme.

Requirements Additional Information

Format The format of the assignment should be in a report format and so should include a cover page, contents page, an introduction, main body, conclusion and appendix. The introduction should set out the scope of the report, an overview of the new business, target market and purpose of website.  You should include a working URL in the introduction.

Working URL

Website A functioning URL should be provided to access the website prototype. Screen shots (2-3) should be provided in the Appendix (in case there are any issues accessing the website). The site should be well-designed along usability principles (clear navigation). You can use any editing software you want. The use of a prototype is to give an idea of the finished website so the site does not have be fully functional but should contain enough content to give a good idea of the final version.

Add in a disclaimer at the end

Disclaimer: This website has been developed as part of a university assignment 2021. The use of the website is not to test technical skills but to develop an understanding of design issues and what is meant by usability and its relation to customer experience.

DO NOT USE AN EXISTING WEBSITE

Legal Information

The website should contain information reflecting legal requirements (GDPR and accessibility). A privacy and accessibility statement shouldl be clearly shown on the website.

Usability

The report should discuss the design of the website prototype and focus on how it adheres to usability principles. You should focus on areas of navigation. Incorporate discussions on usability and link to your website.

Focus on Navigation

Digital Tools/

Choose 2 digital tools/techniques and critically evaluate their use. (E.g Facebook, Instagram, Twitter, email, mobile, interactive ads etc). You should show an academic focus and concentrate on why these digital tools are used. For example, you can discuss their relation to brand awareness, loyalty, customer engagement etc. Be specific rather than general and avoid a descriptive discussion of the digital tool.

This is the main part of the assignment and you should show an awareness of a range of digital tools and theoretical underpinnings.

You should discuss how you would use these tools alongside your website prototype.

Metrics Provide a discussion on the metrics you might use to measure the performance of the 2 digital tools/techniques discussed earlier discussion. Give a recommendation on appropriate software to use (eg. Google Analytics, Hootsuite, Instagram Insights, Facebook Insights, Salesforce, Hubspot etc.). This is to show an understanding of metrics and how you would measure the success of campaigns.

Academic Focus The report should have a strong academic focus (use credible sources) and should incorporate models and theory to support discussions throughout. Aim to use higher ranking journal articles (3*-4*) and/or reputable sources. Avoid general blogs.

2.ONLINE MOODLE EXERCISES – Online Test Multiple Choice Test

There will be a range of moodle exercises you are expected to complete online. These have been designed to help you complete your assessment and develop a deeper understanding of digital marketing. The exercises have been designed to supplement the work you will be doing in class and help you prepare for the online test.  If you do not complete the exercises you will not get as much out of the class sessions and will be constantly catching up.

Most of the sessions will include Online Multiple Choice questions which will help as practice questions for the Online Test. The online test will be accessible remotely on Moodle and consists of 50 questions to be completed in an hour. A random selection of questions will be used.

Structure and presentation

Your report should be presented using a well-structured academic style. Your writing needs to be articulate and concise and should not exceed 2,000 words including tables and figures, but excluding references. In-text citations and references should conform to the Harvard referencing system. All written work should be proof-read for spelling and grammatical errors, and a contents page should be included. Do not use various font sizes and colours. Black ink, Arial, size 11, and 1.5 paragraph spacing is recommended. Use DIN A4 format and page margins of 2.5 cm or 1 inch.