NBS-7086B Social Media and Digital Marketing Coursework Brief 2024

Assessment Brief

Produce a business report that makes the case for enhancing customer and organisational value for a selected business organisation of your choice by evaluating its overall technological engagement strategy derived from its current social media and digital marketing approaches and offering recommendations and suggestions for a new (or) enhanced business and revenue model.

The Tasks and Suggested Outline

The tasks and a suggested outline for this report are included below. The word counts are a suggestion only.

1. Cover page. Include a title, module name, and your ID number.

2. AI Declaration. The use of AI (e.g., ChatGPT) is permitted in this module only for idea generation. You must not use AI to write any part of the coursework. All students must include an AI declaration in their submission, even if they did not use any AI. If you used AI, you must declare the prompts you used. 

3. Introduction. Produce a brief outline of your report, including aims, objectives, and an overview of your selected business organisation. (400 words)

4. Evaluate and critique the organisation's overall technological engagement strategy using selected and appropriate theoretical frameworks. You can do this by:

• Evaluating and critiquing the organisation's current social media marketing strategies. (800 words) – This sub-section will broadly draw from areas of discussion such as social search, social customer service, influencers, social commerce, social shopping, etc. and will apply your choice of relevant theories such as affordance theory, social capital theory, etc. 
• Evaluating and critiquing the organisation's digital marketing approaches currently in place. (800 words) – This sub-section will broadly draw from areas of discussion such as website, CX, UX, UI, traffic building measures such as organic and paid search, links, affiliates, social media, mobile optimisation, etc. and will apply a selection of relevant theories such as (P)RACE, PESO, 5S etc.

     5. Offer a set of recommendations and suggestions for enhancing customer and organisational value, synthesising the results from your previous evaluation. You can do this by:

1. Outlining a clear focus on the customer. (800 words) – This sub-section will broadly draw from areas of discussion such as audience characteristics, selected customer 'personas', customer journey, etc. and will identify ways in which the online experience for targeted customer audiences can be made more seamless with less friction, leading to increased conversion and beyond to engagement. 

2. Outlining a clear focus on systems and processes. (800 words)—This sub-section will broadly draw from areas of discussion such as customer service processes, data analytics, automation, customer relationship management systems, multi- and omnichannel marketing, etc., and will identify ways to improve the customer experience by reducing organisational costs and improving effectiveness through automation.

6. Summary and Conclusion. (400 words) Summarise your analysis by outlining a clear value proposition and positioning for a new (or) enhanced digital business model that creates value, offers better customer proposition and experience, generates revenue for the organisation through monetisation, and expands the organisation into new business domains individually or in partnership with other stakeholders. 

     7. Appendices, Tables, Figures (to support your work – not included in word count).

     8. References (not included in word count).