Reference no: EM133019209

MKG203 Digital Marketing Communications - Torrens University Australia

Learning Outcome 1: Define digital marketing communications (DMC) and its role in marketing strategy.
Learning Outcome 2: Demonstrate an understanding of the DMC environment and apply it to marketing planning.
Learning Outcome 3: Identify the DMC mix and its application in marketing management and planning.
Learning Outcome 4: Describe the role of data and personalisation when developing DMC.

Context:

In this assessment you will form groups of 2-4 to research current digital marketing communication practices. Each group will choose an industry sector and analyse the digital marketing communication (DMC) strategies of two (2) organisations within that industry.

Each group will submit a written report analysing and comparing the approaches taken by each organisation to DMC. The aim of this assessment is to gain an understanding of current industry practice in terms of DMC and to critically analyse differences in approaches using coursework concepts and additional research findings. You are encouraged to critique or recognize quality strategies based on this research. It is important that you compare and contrast approaches between the organisations'.

To make the assignment more practical you should connect to the companies through their multiple digital communication channels such as the website, email newsletter (sign up), social media (subscribe, follow, like etc.,), mobile app and so on. This will help you analyse the marketing communications from an end users point of view.

Instructions:
Your task for this assessment is to prepare a report providing:

1. A report introduction

2. A brief introduction for each company.

3. One (1) overview of the current digital marketing communications environment for the industry these companies operate in with a summary of at least three (3) referenced key opportunities and three (3) referenced threats facing the industry from a DMC point of view. (Hint: you can use a PESTLE framework to guide the development of this environmental analysis i.e. Political, economic, socio-cultural, technological, legal and environmental factors; as well as any other relevant DMC trends)

4. A brief summary of each company's target marketing, positioning and branding from a digital perspective.

5. DMC mix analysis of each company. Critically analyse how each company is (or not) utilising key DMC tools such as the website design (and how optimized it is for conversion), email marketing, social media marketing (critically analyzing the content shared), digital advertising (including search marketing), and others. You must use course concepts and engage in essential readings to explain and justify the strategies chosen and areas they may need to work on.

6. Comparative analysis - critically compare and contrast the two different approaches taken. NB. You can choose to integrate this comparative analysis into the DMC mix analysis

7. Conclusion

Attachment:- Digital Marketing Communications.rar