Reference no: EM133062170

MKG203 Digital Marketing Communications - Torrens University Australia

Assessment - Report

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 research current digital marketing communication industry practices. Choose an industry sector from either:

1. The hospitality /tourism industry

2. Fashion industry

and analyse the digital marketing communication (DMC) strategies of two (2) organisations within that industry.

You 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 connect to the companies through their multiple digital communication channels such as the website, email newsletter (sign up), social media (subscribe, follow, like etc.). This will help you analyse the marketingcommunications 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 background for each company.

3. An in-depth DMC mix analysis of each company. Critically analyse how each company is (or not) utilising key DMC tools such as website design and conversion optimisation, search marketing, email marketing, and social media marketing (critically analyzing the profiles and the content posted). You must use course concepts and in-text reference essential readings (and other research sources) to explain and justify the strategies chosen and areas they may need to workon.

4. 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

5. Recommendations - include a summary list of proposed recommendations for each of the companies based on your findings.

6. Conclusion

Attachment:- Digital Marketing Communications.rar