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develop an appropriate digital marketing plan for that company. If you undertook this assignment at first sit, you must choose a different company.
• Present your work in a manner suitable for the report – You should include title page which clearly states the question you have chosen, contents page and an executive summary, as well as choosing an appropriate business writing style.
• Use an appropriate structure for your report – a coherent set of sub-headings suitable for a marketing plan.
• You should include references to suitable academic texts and use Harvard Referencing throughout. You should also include other credible sources of industry information.
• Your answer should contain genuine insight and critical appraisal drawn from the concepts and information covered during the course to date and your reading so as to demonstrate marketing understanding.
Objectives
This assignment asks you to apply your knowledge of digital marketing strategy by drawing on models, theories and concepts from the module to create a digital marketing plan for a company of your choice.
This will require you to look at potential organisations and make a concerted effort to do some preliminary research at an early stage, including actively following their digital presence.
Critical appraisal is essential. To gain a good pass mark you must move beyond provision of description and provide analysis and insight as to why this company is successful (or otherwise) from a digital perspective.in additional relevant academic literature in order to answer the question. You are required to demonstrate your ability to analyse digital communication needs and to make recommendations justified by reference to theoretical constructs covered by the module. The work should be presented in a style appropriate for a business report.
Learning outcomes
Knowledge and understanding
• Examine how conventional marketing concepts and models might be applied in a digital marketing context in order to create competitive advantage
• Be familiar with the current research around consumer behaviour and customer relationship management in a digital environment plus the development and commercialisation of technologies suited to digital marketing
• Be aware of and able to analyse and evaluate the parameters of digital marketing practice and the major components of digital marketing strategy.
• Formulate the outline of an international digital marketing strategy and understand, synthesise and recommend appropriate measures to evaluate its effectiveness.
Subject specific understanding and skills
• Analyse, evaluate and assess the synergies to be gained from the effective integration of digital technological capabilities with contemporary views on consumer behaviour and customer relationship management
• Critique and evaluate a range of concepts, theories and business practices relevant to the study of digital marketing, applying concepts, principles and analytical techniques to complex digital marketing problems including the evaluation of alternative strategies for their solution
• Locate and utilise academic literature and sources of business practice appropriate to the study of the commercialisation of computer-mediated environments
• Display reasoning, critical thinking and evaluative skills, in carrying out individual and group based assignments and workshop activities effectively and efficiently.
• Undertake academic and applied research effectively and communicate information, ideas and viewpoints confidently and to an appropriate academic standard in written and verbal form, explaining concepts, theories and marketing practice clearly and cogently in order to create and sustain a substantial argument.
