ASSIGNMENT BRIEF
MK3504 – Contemporary Digital Markets Academic Year 2020/21
Assignment 1 – Individual Assignment – 70% of final grade
Learning Outcomes
This assignment addresses learning outcomes 2 and 3 for the module and will be assessed on your ability to demonstrate the achievement of these outcomes in relation to the set questions.
Requirement:
You are asked to prepare a digital marketing plan for a company selected for you by the Module Tutor. The plan needs to provide:
A situation analysis and clearly defined strategy with SMART objectives.
Defined target audiences and a positioning strategy
A clearly identified Internet value proposition for identified audiences
Digital journey and Digital Personas identified
Clearly defined promotional mix tactics and relationship management tactics
An illustration of how offline and online strategies will be integrated
An implementation plan including evaluation and control mechanisms
An indication of where revenue/benefits will be achieved and where costs incurred
NB a full cost/benefit analysis or budget is not required
Guidelines:
Your digital marketing plan should:
a). Be written in a report format and be suitable for use by the organisation
b). Provide realistic strategies that can be implemented by the organisation
c). Address all sections outlined above
d). Outline the use of all digital technologies not just a website
e). Not refer to academic theory but source all secondary data if used
f).Not discuss how to design and build a web site
3,000 words excluding appendices and tables
Marking Criteria:
Your plan will be assessed on your ability to fulfil the following criteria:
Situational analysis 15%
Proposed strategy (inc. target market) and objectives 15%
Digital Journey and Digital Personas 10%
Appropriate tactics for client organisation 35%
Clearly identified implementation plan with evaluation and control 15%
Overall presentation and layout 10%
Late Submissions and Extenuating Circumstances
See Guidelines in your Module Handout
