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
You are required to choose an organisation that utilise digital and social media marketing technologies and/or strategies to reach out to their target online consumer groups.
Part 1: Identify a company with a digital marketing strategy you will use for your summative assignment
Part 2: Choose one digital marketing technique that the firm currently uses in its digital campaign. Some choices could be, but not limited to:
Part 3: Identify TWO relevant journal article from the literature that discusses your digital marketing strategies from Part 2.
Part 4: Write 500 words on the strengths and weaknesses of that strategy in relation to how your company uses that strategy. For example, if your firm was EasyJet and digital marketing technique was Facebook, then you need to write about the strengths and weaknesses of Facebook related directly to how EasyJet uses it.
Please use the form below to complete your formative assessment. You will receive feedback on this task which will increase your understanding of how to find relevant academic sources, which you can use for your assignment. This exercise will also allow you to rehearse for referencing and citing a source in situ using the Harvard system.
Synopsis of assignment:
For most organisations, digital marketing has become a critical platform for reaching out to different markets and consumer segments. The digital environment impacts all organisations and marketers have to respond appropriately by using effective digital marketing techniques to add value for customers and support organisational needs. In your role within the marketing function of an organisation of your choice, you are required to identify and recommend alternative digital marketing strategies and techniques that could potentially increase online revenue, and improve customer value and engagement with the chosen organisation. You should use relevant theory, tools, models, etc. from academic and professional sources to support your arguments where applicable.
Your assessment for this module takes the form of a 2500 words report where you critically evaluate the digital marketing strategies that are adopted by an organisation of your choice and discuss the implications of viable alternative options to increase online revenues and enhance customer experience and engagement.
You will choose ONE digital marketing platform/tool (eg. Facebook, twitter, linkedin, Instagram, pinterest, drone marketing, augmented reality, email marketing, banner advertisement, SEO, bots, etc.) that the firm currently uses, and critically analyse how the firm currently uses the platform, along with the platforms strengths and weaknesses. A review of the use of digital analytics will contribute to how success is measured. Finally, a detailed recommendation of modifications to the chosen marketing tool will be detailed.
1)Introduction to your chosen organisation
Your introduction can include some of the following information.
·Name, type and size of the organisation
·Range of products and services provided
·Customer base and target audience
·Brief summary of current use of digital technologies for marketing
·Brief summary of how the organization currently uses digital marketing techniques to provide value to customers and improve retention rates
2)Analysis of current tool
Examine the strengths and weakness of the tool in relation to the company’s overall digital strategy.
3)Use of Digital Analytics to measure success
Evaluate the analytics methods that can be used to measure your chosen tools. There are a wide range of tools, so carefully choose ONE for discussion (eg. Google Analytics, Hootsuite, Watson Analytics, Hubspot, Mixpanel for mobile, in-house built system, etc). This includes a discussion of what specific metrics you will measure using these tools.
In-depth analysis of how the firm should proceed with a digital marketing campaign using this tool.
Resit Assignment Details
Resit submission date: Please see the announcement on the Moodle site once the dates for resits are confirmed
For students who are offered a resit you are required to improve and resubmit your original work as well as adding a further reflective commentary discussing what you have learned from the process. You must resubmit your work using the specific resit Turnitin link on Moodle.
1. Review your previously submitted work and read carefully the feedback given by the marker.
2. Use this feedback to help you revisit and rewrite your work, improving it in the areas identified as weak in the original marking process
3. Include with your resubmission an additional reflective piece (500 words) on what you understand was weak, how you set about addressing this and what you have learned from this that may help you with further assignments. You should address the following specifically:
i) Identify tutor feedback points on your original work and identify where/how the resit work has changed (give page number) in response to feedback
ii) Identify the lessons you have learnt from doing the resit
iii) Reflect on how your feedback and this process will help you improve future assignments
If you did not submit work at the first opportunity you cannot reflect on your feedback. However, you are still required to submit a reflective piece in which you identify your reasons for non-submission, the implications of non-submission for your future success and how you propose to address this in the future. If you have issues with confidentiality of your reasons for non-submission then you could reflect on how you have met the learning outcomes for the module, how you can use what you have done on the module to support your future career and what skills/employability attributes you feel the module has helped you to develop.