Portfolio

• Blog critique

• Web checklist, illustrated

• Outline digital communications plan

• Analyse a medium transitioning to digital

BRIEF: BLOG CRITIQUE.

Identify a blog of your choice and briefly describe the contents (link to it)

Critique the blog using a framework from a textbook

Identify the sources of your information

You may illustrate your entry with photos / images

Approximate word count: 500

BRIEF: WEBSITE CHECKLIST

Create a suitable website checklist. Maybe you need different criteria for different types of website?

Apply the checklist you have created to a website of your choice

You may illustrate your entry with photos / images / screenshots

Approximate word count: 500

BRIEF: TREND ANALYSIS

Evaluate the trend from the point of view of the marketer – how do you envisage brands being able to take advantage of the trend.

You may illustrate your entry with photos / images / screenshots

Approximate word count: 500

BRIEF: A MEDIUM’S TRANSITION TO DIGITAL

Select a medium which has moved from offline to digital (sometimes in addition to offline) – for example television, radio, newspapers, magazines

Document the transition to digital in the UK or another market of your choice support your analysis with facts – e.g. statistics and dates from good quality sources

What does this mean for marketers – what advantages does it bring?

Approximate word count: 500

Objectives

This assignment asks you to demonstrate your knowledge and understanding of the theories and frameworks discussed in class and analyse their application in the marketing industry. The work should be presented in an e-portfolio – i.e. a web-based submission with multiple pages or sections representing the different contents required.

Learning outcomes

Knowledge and understanding

• Define and demonstrate an understanding of e-marketing theory

• Recognise and be able to recommend digital technologies and e-marketing practises for developing Customer Relationship Management strategies and reaching new potential customers

• Appreciate the impact of social media marketing and justify the marketing opportunities it presents

Subject specific understanding and skills

• Analyse, critique and evaluate examples of digital marketing from a ‘real’ world context

• Apply digital marketing theories, concepts and models to e-marketing examples implemented using digital technologies

• Critique various companies’ website designs and formulate comparisons to review best practise for traffic building.

• Propose and evaluate academic and practitioner commentaries including arguments identified by e-marketing

• Identify and utilize sources of information including digital technology sources to demonstrate understanding and application of theory

• Present information, ideas and viewpoints in respect to digital marketing effectively in a portfolio of evidence. Apply concepts, theories and models to business practice clearly and cogently and justify stated viewpoints.