Critical Evaluation Of Digital Marketing Strategies For Success

Particular Information

You will be assessed by an individual piece of coursework at the end of the module. The assessment is set to test both your knowledge of the subject matter and to reward your ability to critically assess and apply it in different situations. The work will be assessed by the module tutor and will be internally and externally moderated in line with university regulations.

To pass the module you are required to achieve a minimum mark of 50%, Should you fail to achieve 50% you will be expected to re-sit the assessment.

Upon successful completion of this module you will be awarded 15 credit points at Level 7.

Task Details

You have recently applied for the vacancy of Digital Marketing Consultant with the internationally recognized marketing agency Hallam Digital Marketing. In preparation for your interview, you have been asked to critically evaluate the digital marketing strategies of a brand/company of your choice.

Your answer must be linked to consumer theory, concepts and/or models throughout.

This critical evaluation will be presented in the form of a report and must take into account the following three parts:

Part one (What is y our brand/company doing  now?)

1. Introduction to the report.
2. What digital platforms the brand/company currently has in place and how it could enhance them.
3. Your brand/company's position against its primary competitors (direct and indirect).
4. How the strategies and tactics of your brand/company are influenced by segmentation, targeting and positioning.

Part two (What are the alternative strategies?)

1. The primary keywords your brand/company could employ and why.
2. How your brand/company could engage in Social Media Marketing.
3. How your brand/company could engage in email marketing.
4. How your brand/company could utilise mobile opportunities. 

Part three (What strategies do  y ou recommend  y our brand/company adopts?)

• Conclusions.
• The recommendations you propose for your brand/company going forward.
• You will need to obtain the approval of your choice of brand/company with your seminar tutor before starting your assessment.