Digital Marketing
4000 words
Assignment Questions
You have recently joined an online retailer as a Digital Marketing Consultant. As part of your first project, you are required to support the company to design a new digital marketing strategy to help to build relationship and target more customers. The company director has got budget to invest on Social Media Marketing, Mobile Marketing and Content Marketing.
For the online retailer of your choice, produce a report that addresses the following three tasks:
Part One Social Media Marketing (up to 1500 words)
- Identify how Facebook Marketing and Twitter Marketing can be used to build customer relationship and discuss which platform is most effective to reinforce customer retention. L1&3
- Identify the core stages that need to be considered to develop an effective Social Media Marketing Strategy and explain the aims of each stage with particular focus on the measuring and analytics stages. L3&5
- Analyse how both Social Media Marketing and traditional Marketing can be used to reinforce the organisation marketing strategy. L1
(40 marks)
Part Two Mobile Marketing (up to 1250 words)
- Critically assess the range of opportunities that a mobile environment could provide to the online retailer. Discuss the reasons why mobile devices are used and the resulting impact on Marketing Communications decisions. L4
(30 marks)
Part Three Content Marketing (up to 1250 words)
- Critically explain the role of Content Marketing and examine how it can be used to attract customers and build relationship with the target audience. L3
- Discuss the relevant laws the organisation would need to consider when developing content marketing across various L2
(30 marks)
What should I read on this module?
We recommend that you use the following Text listed below and in addition consider obtaining other books from the list. You may wish to form a study group with other students to facilitate the sharing of non-core texts.
- Blyth, A. (2011). Brilliant online marketing: How to use the internet to market your business. Harlow, England: Prentice
- Reed, J. (2011). Get up to speed with online marketing: How to use websites, blogs, social networking and much more. Harlow: Financial Times/Prentice
- Bodnar, K., & Cohen, J. L. (2012). The B2B social media book: Become a marketing superstar by generating leads with blogging, Linkedin, Twitter, Facebook, email, and more. Hoboken, N.J: Wiley.
- Kirby, J., & Marsden, P. (2006). Connected marketing: The viral, buzz and word of mouth revolution. Oxford: Butterworth-Heinemann.
- Ryan, D., & Jones, C. (2012). Understanding digital marketing: Marketing strategies for engaging the digital generation. Philadelphia, PA: Kogan
- Chaffey, D., Ellis-Chadwick, F., & Chaffey, D. (2012). Digital marketing: Strategy, implementation and practice. Harlow:
- Taylor, G. (2012). Advertising in a digital age: Best practices & tips for paid search and social media
- Chaffey, D., & Smith, P. R. (2013). Emarketing excellence: Planning and optimizing your digital marketing. London:
- Chaffey, D., & Ellis-Chadwick, F. (2016). Digital marketing. Harlow (GB) [etc.:
- Module Handbook Page 7
- February 2016 Semester
- Ryan, D. (2014). Understanding digital marketing: Marketing strategies for engaging the digital generation.
- Students will be strongly encouraged to use journal articles relevant to their areas of
- What are the assessments on this module?
Learning outcomes assessed:
- Explain the foundation principles of digital marketing, and be able to distinguish between traditional and digital
- Identify the relevant laws and guidelines that pertain to the different aspects of digital marketing.
- Apply digital marketing tactics to develop integrated and effective digital marketing approach across different digital
- Analyse the role of content within digital
- Examine the value of on-going analysis and measurement as a way of managing and evaluating their digital marketing efforts and budgetary
Coursework Instructions
Please read carefully
• Carefully read the module handbook, the marking criteria and the grade descriptors.
Academic Misconduct
You are responsible for ensuring you understand the policy and regulations about academic misconduct. You must:
- Complete this work alone except where required or allowed by this assignment briefing paper and ensure it has not been written or composed by or with the assistance of any other
- Make sure all sentences or passages quoted from other people’s work in this assignment (with or without trivial changes) are in quotation marks, and are specifically acknowledged by reference to the author, work and page
Marking Criteria
| KNOWLEDGE & UNDERSTANDING | Graduate Skills: transferable, employability, practical and academic skills | |||
| Factual and conceptual knowledge and understanding; use of class materials; independent reading | Written, oral and presentation skills; interpersonal, group and teamwork skills; leadership skills; numeracy; digital skills; practical, professional and academic skills (including referencing/presentation | |||
| CLASSIFICATION | WEIGHTED AT 35% | 86 – 100% | ||
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Excellent use of technical vocabulary, where appropriate. |
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Identifies required actions. |
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| FIRST (1ST) | ||||
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Identifies required actions. |
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| UPPER SECOND (2:1) | ||||
| LOWER SECOND (2:2) | ||||
| 40 – 49% | ||||
| FAIL. POSSIBLE COMPENSATION. | ||||
| 16 – 29% | ||||
| FAIL. NO COMPENSATION. | ||||
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