BMGT3000 Digital and Social Media Marketing Assignment 2 Brief Semester 2, 2026 | UoW

Written Report (Individual): Case Study

Please choose ONE case study and complete the assessment as follows:

Note: Case study options are available on the Module’s Blackboard Page (Assessment  Assignment 2  Case study options).

You are required to:

• Critically analyse environmental forces (Online micro and macroeconomic environment) that affect the business’s digital media presence (AC1).
• Analyse and evaluate the current digital presence of the chosen case study and establish the key strategic problem which is supported by relevant academic theories, concepts and models (AC2).
• Critically develop digital segmentation, target market analysis and positioning strategy (STP) that are aligned to the business case study (strategic digital and social media marketing). Thus, you are to develop a digital and social media strategy that contemplate the strategic and tactical roles of social media and digital marketing (AC3).
• Critically analyse tools, performance measurement and mechanisms to evaluate the impact of digital and social media marketing. The appropriateness of performance measurement for digital channels and evaluation and improvement should be discussed for the chosen case study. Thus, your discussion should outline tools and measurement mechanisms that the chosen business is using OR could be implemented to evaluate the impact of digital and social media marketing (AC4).
• As a result of your evaluation and critical analysis, you are to provide recommendations and solutions for the chosen case study. Your recommendations must be congruent with environmental analysis, case problem, digital STP, performance measurement and mechanisms (AC5).

Summary of requirements for assignment 1:

Therefore, the assignment requires you to demonstrate your skills of observation, analysis, and problem-solving, together with an understanding of digital and social media marketing. The case should not be seen and analysed in isolation, but within the wider context using academic sources and databases such as Mintel and Euromonitor, among others. Throughout your report, you should adhere to the case content, the logic of arguments ( case presentation), critical issues and key problems that supported the case analysis (case- building). Your conclusions and recommendations should be congruent with strategic analysis (case solution) and market segmentation and targeting strategy. All points must be supported by the business concepts, theories, and models. Lastly, organisation and logical flow of analysis and using Harvard formatting are required. 

On the title page list, the following:

Module name and code, 

Student number,

Submission date, 

Assignment Number/Title,

Case study name/Title

Executive Summary Table of Contents

The written report should be presented in a report structure with sub-headed sections, including:

•  Introduction (Brief analysis of environmental forces: Online micro and macroeconomic environment) - (approx. 250 words) AC1
• Critical issues and key problems - (approx. 750 words) AC2
• Digital STP - (approx. 500 words) AC3
• Performance measurement and mechanism - (approx. 700 words) AC4
• Conclusion and case solution - (approx. 300 words) AC5
• References (not included in word count)
• Appendices, among others (not included in word count)

Note: The above structure is only a suggestion, and you should structure your work accordingly (see the grading matrix).

Assignment Format

• The assignment should be word-processed.
• Font size 12 and 1.5 line spacing.
• Length: 2500 words. The word count refers to everything in the main body of the text. Everything before (i.e., abstract, acknowledgements, table of contents, executive summaries, etc.) and after the main text (i.e., references, bibliographies, appendices, etc.) is NOT included in the word count limit.
• Please include the word count at the end of your assignment.
• You should save your work with the title BMGT3000-Ass02-Case Study Name-Student Number.

References (use the University of Harvard referencing system; support is available through the library www.worc.ac.uk/library/guides/study-skills/referencing)

GRADE

AC1: Critically analyse environmental forces (Online micro and macroeconomic environment) that affect the business’s digital and social media presence

AC2: Case Building: Critical issues and key problem (s) that supported the Case Analysis

(Digital marketing problem/s relevant to current challenges and opportunities in the digital environment)

AC3: Critically discuss digital segmentation, target market analysis and positioning strategy (STP) (strategic digital and social media marketing)

AC4: Critically analyse tools, performance measurement and mechanisms to evaluate the impact of digital and social media marketing

AC5: Case Solution: Conclusions and recommendations

AC6: Organisation, communication, and logical flow of report/analysis.

Harvard formatting

A

Exceptionally constructed and substantiated argument where most applicable points are presented while unnecessary content is left out.

Exceptionally constructed and substantiated argument where all points are

Critical issues and key problems that supported the case analysis were excellently, clearly identified, analysed, and supported.

The research is not merely presented but is interpreted and applied to the overall case.

Exceptional demonstration of the application of digital and social media marketing strategy model.

•      Exceptional strategy model that can achieve the objectives.

•      Good use of social media tools that

Provided excellent discussion to outline tools and measurement mechanisms that the chosen business is using or could be used to evaluate the impact of their digital marketing efforts.

Comprehensive and completely addresses

Excellent and comprehensive recommendations, solutions, and/or plans of action were provided.

Excellent and specific data or facts were referred to when necessary to support the analysis and conclusions.

Accomplished structure, communication style, Harvard referencing method and expression of ideas, information, analysis and argument to a high level with accurate

use of English/ spelling, punctuation and

logical and well supported by evidence and research (concepts, theories and models and are supported by the literature).

Comprehensive and completely addresses the concepts, theories and models and is supported by the literature.

support the strategy.

•      Exceptional and highly creative and innovative strategy.

•      The strategy is exceptionally aligned with the business case.

the concepts, theories and models and is supported by the literature.

grammar.

B

Sophisticated effective and logical arguments where points are presented while unnecessary content is left out.

Sophisticated effective points are logical and well supported by evidence and research (the concepts, theories and models and is supported by the literature)

Critical issues and key problems that supported the Case Analysis were very good, identified, analysed, and supported.

The research is mostly presented and could be better interpreted and applied to the overall report.

Completely addresses the concepts, theories and models and is supported by the literature.

A very good demonstration of the application of the digital and social media marketing strategy model.

•      Very good strategy model that can achieve the objectives.

•      Very good use of social media tools that support the strategy.

•      Very good creative and innovative strategy.

•      The strategy is very good and aligned with the business case.

Provided very good discussion to outline tools and measurement mechanisms that the chosen business is using or could be used to evaluate the impact of their digital marketing efforts.

Completely addresses the concepts, theories and models and is supported by the literature.

Effective and very good recommendations and/or plans of action were provided.

Very good and specific data or facts were occasionally referred to when necessary to support the analysis and conclusions.

Very proficient structure, communication of ideas, information, Harvard referencing method and analysis with clear, coherent and fluent style in the selected format with accurate use of English/spelling, punctuation and grammar

C

Effectively devised and logically sustained argument where applicable points are presented while unnecessary content is left out.

Effectively devised points are logical and

Critical issues and key problems that supported the Case Analysis are good, with a somewhat comprehensive and coherently identified, analysed, and supported.

Sound demonstration of the application of the Digital and social media marketing strategy model.

•      Sound demonstration of a strategy model that

aligns with the project.

Provided good discussion to outline tools and measurement mechanisms that the chosen business is using or could be used to evaluate the impact of their digital marketing efforts.

Generally, good recommendations and/or plans of action were provided.

Specific data or facts were not referred to when necessary to support the analysis and conclusions are good, with a somewhat

Confident effective structure, communication of ideas, information, Harvard referencing method, etc with clear, coherent, and appropriate style, visually and/or in writing with

well supported by evidence and research (concepts, theories and models and supported by literature)

The case study lacks some critical thinking about the topic and the student’s impressions and interpretations of the research.

Addressing the concepts, theories and models supported by literature is good.

•      Sound demonstration of the use of social media tools.

•      Sound demonstration of creativity and innovative ideas are shown.

•      Strategy is a sound demonstration

aligned to the business case.

Addressing the concepts, theories and models supported by literature is good.

comprehensive and coherent

accurate use of English/spelling, punctuation and grammar

D

Competently devised, sustained arguments and satisfactory points are presented while unnecessary content is left out.

Competently devised points are logical and well supported by evidence and research (concepts, theories and models and supported by literature)

The report lacks critical thinking about the topic and the student’s impressions and interpretations of the research. The report is satisfactory, somewhat incoherent, interpreted and applied to overall themes.

Addressing the concepts, theories and models supported by literature is satisfactory.

Adequate demonstration of the application of the Digital and social media marketing strategy model.

•      Adequate ideas are listed.

•      Adequate social media tools are listed.

•      Adequate ideas with no creativity.

•      Adequate ideas do

not align with the business case.

Provided adequate, discussions to outline tools and measurement mechanisms that the chosen business is using or could be used to evaluate the impact of their digital marketing efforts.

Addressing the concepts, theories and models supported by literature is satisfactory.

Recommendations and/or plans of action are satisfactory but somewhat incoherent in places.

Specific data or facts were satisfactory, somewhat incoherent in places to support the analysis and conclusions.

Communicates ideas and structure effectively and conveys meaning with clarity, Harvard referencing method and appropriate style, visually and/or in writing with mostly accurate use of English/spelling, punctuation and grammar

E-F

Arguments are confused/simplistic, poorly constructed and incoherent throughout the points where necessary content is left out.

Arguments are confused/simplistic, and poorly constructed

Critical issues and key problems that supported the Case Analysis were poorly/not identified, analysed, and supported.

No critical thinking about the topic and the student’s impressions

Weak evidence of application of digital and social media marketing strategy model.

• ​

ideas is listed.

• ​

social media tools is listed.

• ​

Hardly provided any discussion to outline tools and measurement mechanisms that the chosen business is using or could be using to evaluate the impact of their digital marketing efforts.

Addressing the

Effective recommendations and/or plans of action not provided.

Specific data or facts necessary to support the analysis and conclusions are poor, incomprehensive and incoherent.

Communication, Harvard referencing method and structure are inaccurate, incomplete or otherwise problematic in conveying understanding.

Errors in English/spelling,