BS783 L7 Digital Marketing Analytics Assessment Brief 2026 | The University Of Law

Key Details and Requirements Learning outcomes:  

LO1: Outline the role and value of information, performance measurement and customer and competitor insights in marketing.

LO2: Understand and apply the metrics and data sources used for evaluating business and marketing performance and gathering competitor and customer insights – both in offline and online contexts

LO3: Investigate relevant measures of digital marketing performance.

LO4: Critically assess various digital analytics tools and techniques for marketing insight and strategic decision-making.

LO5: Illustrate an understanding of how to measure real social media ROI (sales, leads, and customer satisfaction) and use analysis to craft experiences that reflect customer needs, expectations, and behaviour.

Declaration:

By sitting this assessment, I am confirming:

• That I have worked independently on this assessment submission, and I have not worked together with any current or previous student at the University to produce my submission, other than when officially permitted to do so.
  
  
• I also confirm the contents of my submission have not been generated by a third party. 
  
  
• I have fully referenced and correctly cited the work of others, where required.
  
  
• I have not used any generative AI tools to generate, rephrase or otherwise produce content for this submission, except where their use was explicitly permitted, and I have read and understood the University's AI in Higher Education Policy and Protocols.
  
  
• I have read the Student Discipline Regulations and understand that any academic misconduct can lead to disciplinary consequences and undermine academic integrity.
  
  
• I understand that where applicable, I am expected to engage with my academic work in a manner that meets the professional standards and requirements set by the relevant Professional, Statutory and Regulatory Body (PSRB) or accrediting body for my course. 
  By submitting this assessment, I am confirming that I am fit to sit according to the Assessment Regulations.

Assessment details:  

Assessment type: Individual written report

Weighting: 100%

Word count: 2,500 words

Referencing: Students are expected to use Harvard Referencing throughout their assignments for all your assignments at the ULBS. Please follow the Reference Link on the Library front page, which will take you through to the guide – ULaw Harvard (APA 7th).  

Submission Method: Turnitin - Your work will be put through Turnitin. All submissions will be electronically checked for plagiarism.  
You have the option to upload your work ahead of the deadline, more than once. ULBS will be reviewing your last submission only. You can only upload one file. For example, if your work contains a word document and power point slides/Excel spreadsheet you will need to copy your slides/spreadsheet into the word document.

ULBS Assessment Office Contact Details

The ULBS Assessment Office are here to help should you have any non-academic questions related to your assessments. You can contact them at AssessmentOffice@law.ac.uk  

Note: Keep in mind that self-plagiarism (when you reuse your own specific wording and ideas from work that you have previously submitted without referencing yourself) is also a form of plagiarism and is not allowed.

ASSIGNMENT DETAILS

In this assessment, you will step into the shoes of a digital marketing consultant for Google's Merchandising store, a dynamic e-commerce platform. Your primary objective is to enhance the store's digital marketing strategy by deploying and leveraging specialised digital marketing analytics tools. This task requires a meticulous approach, where you'll first assess the store's existing digital marketing strategies, focusing on the strategic use of analytics. Through comprehensive research and analysis of the store's performance in two comparative business reporting periods (eg Q1-Q2) you will identify areas for improvement in driving traffic and conversions. The Data must be drawn from the live GA4 Analytics Demo Account used during the workshops.

The assessment is structured in two parts: 

1. Part A (Research and Analysis 1,000 words):

• Strategic Role Analysis: Define and evaluate the current role of analytics in shaping the digital marketing strategies at Google's Merchandising store. (LO1, LO2, LO4) 15%
• Tactical Use Analysis: Analyse the effectiveness of the store's digital channels and social media content in driving traffic and conversions during two defined quarterly reporting periods (eg Q1 and Q2) (LO2, LO3, LO4, LO5) 15%
• Performance Reporting: Construct a detailed report comparing the performance of the two comparative reporting periods, focusing on identifying the most successful customer segments, channels, and products with a rationale for the differences in performance. (LO2, LO3, LO4) 20% 

2. Part B (Campaign Strategy - 1,500 words):

• Persona and Journey Mapping: Develop a customer persona and journey map for a niche lifestyle market segment for Google's Merchandising store. (LO1, LO2, LO5) 20%
  
  
• Strategic Recommendations: Propose and justify relevant enhancements to the digital marketing channels and content, aimed at driving traffic and conversions for this identified lifestyle target audience. (LO3, LO4, LO5) 15%
  
  
• Analytics Strategy Development: Craft a comprehensive analytics strategy to accurately measure, evaluate, and continuously refine the performance of your proposed lifestyle audience campaign for the Google Merchandising store in the next 90-day period. (LO2, LO4, 
  LO5) 15% 

Your report should set clear goals for the new digital marketing strategy, including performance management parameters. It's essential to analyse the business position and needs within the competitive landscape and customer expectations. Your recommendations should encompass the selection of appropriate tools and metrics, with a particular emphasis on measuring return on marketing investment (ROMI). 
This comprehensive approach will enable you to provide actionable insights and strategic recommendations for the Google Merchandising store's digital marketing endeavours.

Resources:

• Core texts and LinkedIn Learning resources.
  
  
• The Google Merchandise site and related digital campaigns.
  
  
• A GA4 demo account will provide the source of analytics data.
  
  
• Digital marketing tools (Canva, and various online analytics platforms.) •  Case studies and examples from workshops and supporting texts.

Feedback and Evaluation: 

• Detailed feedback will be provided, focusing on both theoretical and practical aspects.
• Emphasis on the alignment of the campaign with marketing objectives and analytics strategies.

This single, comprehensive assessment effectively balances the need to test theoretical knowledge with the practical application of digital marketing skills, reflecting the real-world demands faced by digital marketing professionals. 

Please refer to the marking criteria (below) for a breakdown of how the tasks will be marked.