MC6104NI Digital Marketing Trends and Practice Coursework Question Papaer: 1st sit

MC6104NI Section A: Learning outcomes of the assessment 

• LO 1. Assess & analyse the on-line marketplace and the impact influence of the dynamic digital environment on marketing activity and consumers 
• LO 2. Develop a conceptual and analytical approach in the planning of digital marketing programmes to an organization and its markets 

MC6104NI Section B: Introduction 

This individual assessment task requires students to create a comprehensive digital marketing strategy for an organization. The task entails preparing a detailed 3500-word report that documents the entire strategy. Through this exercise, students will gain practical experience in developing digital marketing strategies, fostering a deeper understanding of effective digital marketing approaches in real- world scenarios.

MC6104NI Section C: Assessment Strategy 

In this assignment, students will develop a comprehensive digital marketing strategy that includes clearly defined objectives, an analysis of the target audience and customer personas, and an in-depth competitor analysis. The strategy must outline key messages, unique selling propositions (USP), and the selection of appropriate digital marketing channels. 

Students are expected to design a detailed campaign plan with a robust content strategy, specifying tactics, timelines, and budgets for each digital channel. Additionally, students must identify relevant metrics and key performance indicators (KPIs) to measure the campaign's success. Students are required to incorporate creative elements such as engaging visuals and compelling content. The final report should include samples of marketing materials, such as posts, video concepts, and graphics. Before starting the assignment, students must select any local or international organisation and obtain approval from their supervisor.

MC6104NI Section G: Recommended reading for references 

• Kingsnorth S. (2019) Digital Marketing Strategy: An Integrated Approach to Online 
• Marketing 2nd Edition Kogan Page 
• Charlesworth A. (2018) Digital Marketing A practical approach 3rd Edition Routledge 
• Charlesworth A. (2015) An introduction to social media marketing Routledge. 
• Dodson, I. (2016) The Art of Digital Marketing: The Definitive Guide to Creating 
• Strategic, Targeted, and Measurable Online Campaigns. 
• Claudiu V. Dimofte C. Haugtvedt C., Yalch R . (2016) Consumer psychology In a social media world Routledge. 
• Herman C. Burbary (2013) Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World Que Publishing. 
• Kaufman I. Horton C. (2014) Digital Marketing: Integrating Strategy and Tactics with Values, A Guidebook for Executives, Managers, and Students. Routledge.

 MC6104NI Section H: Assessment Grade Description

 MC6104NI GSBL UNDERGRADUATE GENERAL GRADE DESCRIPTORS