Digital Marketing

09-08-17 cheapnisha 0 comment

Digital Marketing

Digital Marketing

Report (up to 4000 words)

Learning Outcomes:

Module Title:

Digital Marketing

Assessment Weighing: 100%

Any special

Your report paper should be submitted on the Student Portal along with an



acceptable Turnitin Report –15% maximum

LO1: Explain the foundation principles of digital marketing, and be able

to distinguish between traditional and digital marketing.

LO2: Identify the relevant laws and guidelines that pertain to the

different aspects of digital marketing.

LO3: Apply digital marketing tactics to develop integrated and effective

digital marketing approach across different digital domains.

LO4 : Analyse the role of content within digital channels.

LO5: Examine the value of ongoing analysis and measurement as a

way of managing and evaluating their digital marketing efforts and

Assignment Task

Individual Report (Weighing 100%)

Digital MarketingYou are required to write a report that explores the use of digital marketing by a client of the consultant company (the client can be a company of your choice). As part of your report you need to focus on how it can be used to reach customers, building relationship and engagement.

Part one (up to 1250 words)

Identify TWO types of digital marketing channels to access the target audience. Critically discuss which one most effectively reinforces communication of the product or service brand..

Choose TWO online marketing platforms and explain how they can be used to target new customer

Analyse how the digital marketing can be integrated into the traditional marketing mix.

(30 marks)

Part Two (up to 1250 words)

Analyse the role of content marketing and examine how it can be used to build customer relationship and engagement with the target audience across digital platforms.

Discuss the relevant laws the organisation would need to consider when developing content

marketing across various platforms.

(30 marks)

Part Three (up to 1500 words)

Marketing analytics is the practice of measuring, managing and analysing marketing performance to maximise its effectiveness and optimise return on investment (ROI). Analyse how analytics data can be used to improve the chosen organisation digital marketing strategy.

Using Google Analytics analyse the key words and trends as relevant to the organisation and make recommendations for the SEO for this organisation..

Assignment Guidance

Below is an indicative structure for your report:

Title Page

Table of Contents

A list of all the chapters, sections, headings, and sub-headings. Appendices and Figures should be provided as well as all page numbers as clearly as possible.


This should show that you have understood the brief and that you will cover everything required.

Findings and Analysis

This is the substance of your report. The structure will vary depending on the material being presented. Headings and sub-headings should be used to indicate clearly the different sections.

Charts, diagrams and tables can be used to reinforce your arguments, although it may be better to include the more complex ones as an appendix.


This provides an end to your report through a summary of the important points in your discussion. Remember not to include any new material here.

Reference List / Bibliography

The terms reference list and bibliography are sometimes used interchangeably, but here we define the terms as:

Bibliography – a list of consulted readings, for example a list of textbook sources, that you have studied while composing your essay, but not specifically cited in the text

Reference list – a list of cited sources.


You are required to provide a brief overview to the chosen organisation , its customer type and the types of products or services it is engaged with .

Marking Scheme of Coursework





GRADUATE SKILLS: transferable, employability and



practical skills,

Factual and conceptual

Critical thinking;

Written, oral and presentation skills; interpersonal,

knowledge and


group and teamwork skills; leadership skills; numeracy;

understanding; use of

creativity; synthesis,

digital skills; practical, professional and academic skills

class materials;

analysis and

(including referencing/presentation etc)

independent reading

evaluation; application;

problem solving and


Level 5