BU7718 Digital Marketing Strategy and Planning Written Assignment

Learning Outcomes

1. Systematically compare and contrast a range of approaches to acquire, convert and retain customers using digital marketing techniques.

2. Analyse and interpret data and, by the integration of theory and practice, investigate appropriate digital marketing techniques to solve a business issue or help make its operations more efficient / effective.

3. Critically analyse the threats, opportunities, and operational implications associated with digital marketing tools for acquisition, conversion and retention in the context of a commercial and professional situation.

Assessment Task

The course work assignment will be in the form of a report of 4,000 words, which applies contextual understanding of digital marketing acquisition, conversion and retention techniques in the context of an organisation (employer, client/ potential client or admired organisation).

Using an organisation of your choice on which to base your assignment, critically evaluate how strategic marketing tools and techniques are used to attain marketing objectives related to acquisition, conversion and retention.

Specific Criteria/Guidance

Using an organisation of your choice in order to illustrate, you are required to produce a 4,000 word individual report which critically evaluates how strategic marketing tools and techniques are used to attain marketing objectives related to acquisition, conversion and retention. The report needs to reflect contextual understanding of the environment in which the organisation is operating.