Reference no: EM133520881

There are two tasks for this assessment.

1. Critical Evaluation of 7Cs of digital marketing

2. Oral presentation

Learning Outcome 1: Demonstrate an advanced understanding of contemporary new digital marketing theory and practice.

Learning Outcome 2: Examine digital marketing theory, measures and practice to create a comprehensive digital marketing audit.

Learning Outcome 3: Communicate digital marketing strategies, tactics and measures to others clearly, persuasively and credibly.

Task
First, write an 1800-word written report that audits an organisation's current digital marketing positioning using the 7Cs of digital marketing framework. Discuss the extent to which digital marketing models and frameworks can help organisations to effectively develop digital marketing plans. This critical evaluation should be based on peer-reviewed scholarly research.

Second, develop and record a 5-minute presentation of you presenting the summary of the audit of your chosen organisation's current digital marketing positioning using the 7Cs of digital marketing framework. You need to present the justified recommendations to the board of managers to be approved for the next phase of developing a digital marketing plan (which is assessment 2).

Background
"A digital marketing audit provides a solid foundation on which to build your digital strategy" (Hanlon 2022), p. 242). An ideal digital marketing audit captures a clear picture of the landscape in which your company is operating (micro-analysis), its competitors and key issues within the sector (competitor analysis).

In your verbal presentation, you are seeking confirmation from your managers that your recommendations are justified are well-researched and they are worth of investing.

A digital marketing audit is the first step in developing an effective marketing plan. The figure below shows the necessary steps that an organisation should take before coming up with a digital marketing plan. In the first assessment, your focus is to complete a digital audit (Step 1). Later on, in assessment 2, the focus is to briefly outline the strategy and complete a digital marketing plan (Step 2 and 3).

Procedure
1. Conduct a digital marketing audit for your chosen company to gain full understanding of the factors impacting your organisation before developing a strategy and a digital marketing plan (in Assessment 2).

2. Use the 7Cs to complete your digital marketing audit. These are outlined in Module 2 and in chapter nine of your Digital Marketing textbook. Include any insights you gained after having completed the learning activities in Module 2.

3. Use the Digital Marketing Audit template to write up your audit as follows:
o Introduction: Begin with a brief introduction about your chosen company and the purpose of this report.
o Then address the 7Cs of a Digital Marketing Audit that were covered in Module 2.
• Corporate culture: Describe the corporate culture of your chosen company.
• Convenience: Provide evidence of how your company manages 'Convenience' in terms of how customers can easily purchase online, download a document, register for an event or seminar and/or filling in a contact form, i.e. its accessibility.
• Competitor analysis: Identify how competitors use digital marketing to acquire new customers and the channels they use to achieve this. Evaluate their strengths and weaknesses.
• Communications:
• Evaluate past communications - are you reaching your target audience? What has worked well and what hasn't?
• Evaluate your content - is 'search' working for you? What do customers respond to? Is any content outdated or irrelevant?
• Consistency: Identify any inconsistencies between channels. How does your company manage its 'brand'?
• Customisation: Identify ways in which your company customises or personalises the customers' experience.
• Customer journey: Identify barriers or difficulties for customers in the online environments for your company.
o Customer insights: Assess the needs of your customers when they contact your company and discuss the current response approaches of your company.
o Recommendations: Based on your audit, provide justified recommendations for improvement to solve the existing issues.
o Conclusion: With specific reference to your audit results, provide justified recommendations for improvement and for solving any existing issues.

4. Create your 5 minute oral presentation using 5-8 pitch slides, choose a suitable PowerPoint template, for example:
o Microsoft 2020, Office templates, viewed 15 July 2021.
o Microsoft 2020, Tech pitch deck, viewed 15 July 2021.

5. In your pitch, make sure both you and your presentation slides are shown. Then present a summary of the audit and your justified recommendations to the board of managers for approval for the next phase, developing a digital marketing plan (Assessment 2).
Oral presentation guidelines
1. Prepare your presentation using PowerPoint (Office 365)
2. Record your presentation using Zoom
3. Submit your presentation as a shareable Zoom link
See AIB Style Guide: 8. Oral presentation guidelines

Requirements

- The required length is 1800 words for the written report (+10%) and 5 minutes (5-8 slides) for the oral presentation. No additional time allowance for oral presentations (need to be within the limit).

- The list of references is not included in the word count of the paper.

- This assessment requires you to use a minimum of four (4) credible academic sources in addition to your textbook. You may also use current company, industry, government and media sources to support your statements, but these will NOT count toward the minimum required credible academic sources for your assessment. Most web-based sources are not sufficiently rigorous and credible for use in academic assessments and will NOT count toward the minimum required credible academic sources for your assessment. For further guidance, refer to Scholarly, academic & peer-reviewed journals.

- You must appropriately acknowledge all sources of information in your assessment with the AIB Harvard author-date style of referencing - see the AIB Style Guide and Academic Policies and Procedures.