MKT6051 L6 Digital Analytics for Marketing CW Assessment Brief

Assessment Information 

As the Digital Marketing Executive for Birmingham City University (BCU), you have been asked to produce a report for the Marketing Manager that analyses data relating to the organisation's existing digital channels and outlines ways in which student applications can be increased for courses within the Business, Law and Social Sciences faculty.

Assessment Tasks 

Combining insights from the organisation's digital dashboard data, your critical understanding of digital marketing metrics, and relevant evidence from recent industry reports and academic publications, you will produce an individual, 3,000-word report addressing all the following elements:

Task 1: Digital Media Audit

Using the provided data from Google Analytics specific to BCU Business, Law and Social Sciences (BLSS), and insights from SEMrush and SimilarWeb analytics tool, conduct a comprehensive audit of the organisation's digital media performance. Your evaluation should include, but is not limited to, Content effectiveness and engagement, adherence to brand guidelines, user interface (UI), user experience (UX), which you will use to help identify the organisation's lowest-performing digital marketing campaigns. You must use industry reports, academic insights, and other relevant evidential support to justify your arguments.

Task 2: Data-Driven Recommendations

Based on the findings from Task 1, develop data-driven recommendations for the organisation's digital media strategies. Utilise predictive analytics to forecast future trends and behaviours. The recommendations should be supported by industry reports, academic evidence, and other credible and relevant evidential material to justify the arguments presented.

Task 3: Comparative Campaign Development and Analytics Strategy

Based on the work undertaken for tasks 1 and 2, design a distinct marketing campaign that address the identified issues and leverage multiple channels to increase student recruitment. You MUST select and develop from one of the following campaign types: 

1. Social Media Campaign: Choose two platformsfrom Facebook, X, Threads, Instagram, Linked in, YouTube, or TikTok. Create mock-ups of at least threesocial media posts for each chosen platform (six posts in total).
2. Email Marketing Campaign: Develop a sample email marketing sequence with at least three emails designed to engage prospective students.
3. Content Marketing Campaign: Outline a content marketing strategy including two blog posts, articles, or video scripts aimed at attracting and informing potential applicants.
4. Pay-Per-Click (PPC) Advertising Campaign: Create twoPPC ad samples, including targeting parameters and remarketing strategies to effectively re-engage previous website visitors and attract new prospective students.

learning outcomes

• Appraise issues, problems and practices that characterise Digital Marketing management
• Evaluate and make judgements pertaining to the performance of digital marketing activities through the application of a set of appropriate metrics and effective data analysis