L7 Search and Social Media Marketing (SSMM) Assessment Brief T1 2024

Module Aims 

1. To provide a critical insight into search and social media marketing and its strategic benefits to organisations operating within a digitally connected global marketplace.
2. To enable students to develop a critical understanding of the constantly evolving strategies, theories, trends and techniques in the use of Search Engine Optimisation (SEO) and Social Media Optimisation (SMO) in marketing communications. 
3. To develop practical skills required for the audit, planning, implementation and evaluation of Search and Social Media Marketing activities.

Assessment task details and instructions

• Critically analyse one competitor website / blog and use of content and social media  
  
• Create a digital marketing strategy and optimised personal digital footprint (including profile) sufficient to apply for a job of your choice.
• This has to include a number of social media profiles based on your justifications and one compulsory optimised blog post.    
  

Document your work in an Individual assessment on the following sections:
Analysis
Plan
Implementaton (Combination of work done in sections 1 & 2)

Individual Assessment Report structure

Part A:  Analysis

This should include identification of at least three main social media trends during this Covid-19 pandemic, providing narrative on notable changes to consumer behaviour by analysing the benefits, problems and challenges faced by businesses in using various social media marketing communication tools within complex global environments.  

Part B: Plan

Based on your analysis:
You must produce a Search and Social Media Marketing strategy for 12 months 

A practical SSMM plan that identifies you as an individual who is looking to establish a career in this field and therefore become a recognisable “brand”

This would include your online profile development with a view to being identified by employers as their preferred candidate of businesses, who might be interested working with you - if for example you are planning to be self-employed etc 

Part C: Practical plan implementation

Your personal/professional digital marketing strategy - As part of this process you have to implement your plan, an aspect of which has to be at least one optimised blog post, which will allow you to be noticed by the industry. Consider creating a profile on free platforms such as www.wordpress.com which allows you to install and customise a WordPress blog. You can choose the platform of your choice. Please show evidence of amplification.