7015SMM Digital Marketing Strategy CW1 Assignment Brief | CU

Assignment Task

This assignment is an Individual academic poster with viva of 10 minutes maximum.

This assignment requires you to create an academic poster (size is A1).

Focusing on the Wellness Industry you will need to select an organization of your choice.

The wellness economy is made up of industries that enable consumers to adopt healthy habits into their day-to-day lives. From exercise and training to food, nutrition, and aesthetics, wellness spans a wide range of activities and goods.

Your task is to design TWO digital artefacts (one must be social media) and provide a critical justification of why the artefacts are needed. 

Part 1 - Poster

You will need to include the following in your Academic Poster:

• A competitor and internal analysis of your chosen organisation within the Wellness Industry
• E-SWOT and perceptual map
• The development and justification of an online consumer persona 
• The development of an online value proposition (OVP) 
• Objectives set using the 5 S’s Framework (sell, speak, serve, sizzle, save).
• Inclusion of the RACE (reach, act convert, engage) framework and customer lifecycle
• Identifiable KPI’s (Key Performance Indicators) that will be measured. 
• Outline and justification of your promotional mix and how traditional and digital channels will be integrated. 

You will also be required to submit your posters to Turnitin before your viva.

Reference list using APA 7th Edition (not included in the word count).

Part 2 - Viva

You are to defend your poster between 16th – 18th April 2025at a time and location to be confirmed.

The defence of the poster should include:
Full justification of your digital marketing strategy (and Artefacts) for your chosen organisation – You will have access to your academic poster during the viva which you should refer to throughout, to help illustrate your defence.

The viva defence is to last a maximum of 10 minutes including Q&A.
You should wear suitable business attire.

YOU MUST ATTEND THE VIVA OR YOU WILL BE MARKED AS ZERO FOR THE MODULE.

The assessment is in the Amber category for use of AI. 

AI Acceptable Uses (indicative not exhaustive list): 

• Inspiration: using AI tools to generate research questions, prompts (including reflective and creative prompts), search terms, key words, or means of inspiring ideas, such as: images, sounds, short pieces of music, short pieces of text, or quotations.
• Planning and management: using AI tools to suggest a title, structure, subheadings, or themes, to generate templates, to suggest processes for task management, or to generate prompts to assist thinking through assessment structure or task management. 
• Sources and data collection: using AI tools to search, generate, or suggest sources. 
• Composing: using AI tools to generate images, text, or other materials. 

Assessed Module Learning Outcomes

The Learning Outcomes for this module align to the marking criteria which can be found at the end of this brief. Ensure you understand the marking criteria to ensure successful achievement of the assessment task. The following module learning outcomes are assessed in this task:

1. Apply and synthesise principles and perspectives of traditional marketing theory to digital marketing.
2. Critically assess the implementation, control and evaluation of the online marketing planning process.
3. Critically evaluate the impact of social networks on online consumer behaviour and the digital marketing strategies of organisations.
4. Conduct a critical analysis of contemporary digital marketing strategy.