Report (up to 4000 words)
Assessment Weighing: 100%
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
Individual Report (Weighing 100%)
You 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.
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.
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..
Below is an indicative structure for your report:
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
Factual and conceptual
Written, oral and presentation skills; interpersonal,
group and teamwork skills; leadership skills; numeracy;
understanding; use of
digital skills; practical, professional and academic skills
(including referencing/presentation etc)
problem solving and