Reference no: EM132612201

Digital Marketing

1. Critically evaluate marketing strategies through the use of digital technologies;
2. Analyse the use of different forms of digital marketing in the development of an online presence;
3. Develop innovative business solutions using digital marketing and digital communication;
4. Apply judgement and justify business decision making in planning and managing digital projects in diverse contexts;
5. Demonstrate knowledge and application of current practice in digital business performance measurement.

Assignment objectives

1. Demonstrated your ability to outline the marketing strategy for your product and market, and its use of digital technology;
2. Presented a detailed analysis of the various digital technologies used and their impact on the organisation and the market;
3. Applied judgement and justification for informing business decision making in planning and managing digital projects in diverse contexts; and
4. Made recommendations for innovative business solutions using digital marketing and digital communication from your audit.

Assignment overview

BACKGROUND: This assessment also assesses three postgraduate skills. These are the ability to communicate to an audience in an appropriate professional communication format; the ability to evidence research and analysis techniques to synthesise relevant information; and the ability to apply relevant theoretical frameworks to inform a proposal for work.

PURPOSE: To apply the concepts of digital marketing theory to a chosen organisation's product and target market, focusing on digital marketing tactics and the adoption of technology.

TASK: you are required to select a product and complete a marketing audit for the organisation offering that product, focusing on how they have incorporated digital marketing principles and technology to achieve their objectives.

Step 1. Identify the organisation you are using for this assessment; it can be any organisation.

Step 2. Identify one product; your chosen product can be a good, a service, an idea or concept (e.g. "Don't drink and drive"), or even a destination. It can be an existing product or a new product.

Step 3. Identify one target market for this product. There can be many potential or existing target markets for products but for this assessment, we require you to focus on only one. This target market can be an end-user consumer, an organisation, or a government. Explain why this one was chosen? Then conduct a preliminary marketing analysis - what are the options for target markets for this product, what are the digital tools in use, what are the competitors doing in the same space. What are the problems or opportunities available to the organisation?

FORMAT: for this assessment is a 1000-word proposal.

1. Show your ability to evaluate a digital marketing strategy.

Criteria: Identify - the organisation's marketing strategies for the chosen product and target market and their use of digital marketing tactics and tools.

You input must : Provided a comprehensive outline of strategies and tactics used for the product, in the target market, by the organisation.

2. Present your analysis of the various digital technologies used and their impact on the organisation and the market.

Criteria: Analyse - deconstruct and evaluate the effectiveness of the digital technologies used in delivering the marketing strategy for the chosen product and target market.

You input must : The analysis was comprehensive with sufficient depth and extensive evidence of critical thinking. Correct tools were used to present data.

3. Apply judgement and justify business decision making in planning and managing digital projects in diverse contexts.

Criteria: Evaluate - explain why you believe various digital marketing tools and techniques were/were not used

You input must : The evaluation showed an understanding of the marketing effort and the use of digital technology for a successful outcome, linking to the analysis and understanding of the organisation's strategy.

4. Recommend innovative business solutions using digital marketing theory and results of the analysis conducted in the audit.

Criteria: Recommend - provide a brief overview of the recommended digital marketing strategies and tactics and their expected impact.

You input must : Solutions presented are firmly based on the results of the audit with additional insights and extension analysis provided. Recommendations are innovative and well-integrated theoretical evidence.

5. Communication
Criteria: Presented a well-constructed, correctly formatted, and referenced document.
You input must: A properly constructed document that was free from grammatical and referencing errors. The language, sentence construction, and ability to articulate and defend the recommendations were superior to that expected for a Masters level. Theory and other evidence were well integrated into the narrative.