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MBA631 Digital Marketing and Communication - Kaplan Business School

Assessment - Digital Marketing Audit

Your task

Individually, you are required to select an Australian small to medium size business and conduct a digital marketing audit of its digital platforms. Please do not choose a large national or multi-national company/brand and contact your workshop facilitator if you are unsure as to which company you should choose.

Assessment Description
In this assessment, students will be given an opportunity to evaluate technologies such as TV, interactive media, the Internet, electronic marketing and social media, and the ways these can be utilised by marketers as well as evaluate e-marketing compared with traditional and blended methods to identify future opportunities for business growth.

Assessment Instructions
Using the digital audit framework (shown below), you are to conduct an audit on the business you have selected by writing an 8-page analysis of how the business is performing in a digital landscape. More specifically, you must address the following requirements and structure:

1. A succinct introduction of the business including but not limited to a brief history, location information, size of the business, product/service offering and so on.

2. Which digital platforms is the business using and not using? Explain why the business is implementing their chosen platforms.

3. Using the digital audit framework, how is the business implementing their digital strategy?

4. Based on your findings, where is the business finding success? Justify your answer.

5. What are competitors doing, and where are competitors finding success online?

6. Based on your findings and using the digital audit framework, where (not how) could the business improve?

7. References (not included in the word limit of your submission