Reference no: EM132505312 , Length: word count:2000

Element 010 Digital Audit & Snapshot

Question 1: How do you create and run effective integrated digital strategies? In this two-stage assessment, you will firstly audit the digital activities of one organisation or brand and secondly, compile a one page (2000 word) snapshot summary along with six pages of audit information which will be saved in the appendix of the report.

You will audit the digital activities of the chosen organisation/brand using a range of tools and frameworks providing you with up to six pages of data. This audit data will then be used as you critically analyse your findings, identifying key challenges, drivers of digital performance, major issues and opportunities. Your one page snapshot summary will develop your argument supported by relevant academic and grey literature.

We will cover the concept of creating an audit and choosing relevant frameworks and tools to use in-class. Every part of the 6 pages should be labelled as Figures that you can lift and refer to in the final one page snapshot summary.

Learning Outcome
1) Appropriate choice and use of frameworks / assessment tools / models: the relevance of the audit devices in relation to the chosen organisation/ brand, the use of appropriate frameworks/models and not over reliance on 'cut and paste' web tools, depth of analysis in the frameworks/models, range of figures provided, appropriate presentation, credit awarded for 'own' analysis e.g. content analysis, social media comments analysed/coded, images interpreted, tables of detailed analysis, etc.

2) Quality of data collected: the quality of the audit on the chosen organisation/brand, referencing, triangulation, appropriate metrics collected, the academic level of analysis in the models/frameworks, the quality of the analysis in the models/frameworks, credit for higher level analysis and original application.

3) Snapshot Summary: effectiveness of the one pager to synthesize key issues/challenges/opportunities for the chosen brand/organisation; evaluation of key drivers of digital performance; use of theoretical frameworks or supporting evidence from appropriate sources; critical analysis of the metrics and interpretation of the data.

4) Presentation: use of the limited space; creativity and innovation in the audit presentation; literacy; use of references in-text and bibliography; adherence to the page count.