Assessment Task

Write a report for the Owner/Manager of your selected company which makes recommendations for the future marketing of the business. You should make the case for using digital marketing techniques but may also consider offline communications especially if they are working together with the digital tools.

To make realistic recommendations you should think about the size of the business – which would in turn indicate the resources at their disposal and the likely technical expertise they have.

·         Present your work in a manner suitable for the report – You should include title page, contents page and an executive summary, as well as using a business writing style.

·         Use an appropriate structure for your report – a story which will make sense to your reader.

·         You should include references to suitable academic texts and use Harvard Referencing throughout. You should also include other credible sources of industry information.

·         Include a clear explanation of digital marketing is and how it can benefit businesses including your chosen company (you are not expected to argue ‘for’ and ‘against’ using digital methods).

General Guidance

For this assignment you should demonstrate your knowledge of digital marketing as applied to a typical medium sized organisation. You are required to analyse digital communication needs and to make recommendations justified by reference to theory covered in THIS module.

You are free to choose your own company to be the subject of your report. You are strongly advised to work within the following criteria:

·         Select a company of reasonable scale so they could be expected to have the resources to design and implement your digital strategies – i.e. having marketing, customer services and IT departments with several people in them.

·         The company must be real and based in the UK.

·         Identify a company that you think could make more of the digital marketing opportunities available – if you select a company which excels at digital communication and relationship building it may be difficult for you to make recommendations.

Word Limits (where appropriate)

The word limit for this assignment is 2500 words

Where the submission exceeds the stipulated word limit by more than 10%, the submission will only be marked up to and including the additional 10%. Anything over this will not be included in the final grade for the assessment item. Abstracts, bibliographies, reference lists, appendices and footnotes are excluded from any word limit requirements.

Assessment Learning Outcomes

Your assessment will be marked according to the extent to which you have met the learning outcomes described below. You should therefore endeavour in your assignment to meet these outcomes as fully as you can.

·          Define and demonstrate an understanding of e-marketing theory

• Recognise and be able to recommend digital technologies and e-marketing practises for developing Customer Relationship Management strategies and reaching new potential customers

• Appreciate the impact of social media marketing and justify the marketing opportunities it presents

• Analyse, critique and evaluate examples of digital marketing from a ‘real’ world context

• Apply digital marketing theories, concepts and models to e-marketing examples implemented using digital technologies

• Critique various companies’ website designs and formulate comparisons to review best practise for traffic building.

• Propose and evaluate academic and practitioner commentaries including arguments identified by e-marketing

• Identify and utilise sources of information including digital technology sources to demonstrate understanding and application of theory

• Present information, ideas and viewpoints in respect to digital marketing effectively in a portfolio of evidence. Apply concepts, theories and models to business practice clearly and cogently and justify stated viewpoints.