Conduct A Digital Marketing Audit (Situational Analysis) Of A Company: Digital Marketing Assignment

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University Dublin City University (DCU)
Subject Digital Marketing

Assignment Structure

A. Firstly the student is required to conduct a Digital Marketing Audit (situational analysis) of a company chosen by the student (and approved by the Programme Chair) for analysis. This section should be in the region of 1500 — 2000 words in length and will form Section A of the final report.

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B. Section B is a Digital Marketing Strategy based on the situational analysis in Section A and should be in the region of 2500-3000 words in length. This section should include proposals on tactics, actions, and control that arise from the recommended strategy. The word count excludes the executive summary, references, appendices, table of contents, list of figures, and list of tables.

 
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Select A Company And Explore The Impact Of Existing And Future Technologies: Digital Marketing Assignment

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University National University of Ireland (NUI)
Subject Digital Marketing

ASSIGNMENT 1

Overview

In Assignment 1 (research assignment), students must select a company and explore the impact of existing and future technologies on its target audience and industry. Using these insights, students will then create a tailored digital marketing strategy for the business in assignment 2.

Research

In assignment 1, you will gain an insight into the key digital technologies relevant to your target audience and industry, how they evolved, their impacts, and future direction. You are required to undertake a significant piece of research exploring the evolution and impact of digital technologies on your target audience and industry.
The report on this research is to be written for an audience such as the senior management of your organization and should conform to the mandatory assignment structure outlined in the table below. Using what you have learned during the program, and carrying out your own research, you will provide an in-depth analysis of the impact of digital technologies (such as growth in online access, devices, websites, apps, etc.).

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ASSIGNMENT 2

The purpose of Assignment 2 – Digital Marketing Strategy is to build on the insights gained in the first assignment and produce a digital strategy, implementation plan, and an on-going management plan for the organization’s digital activities. In the form of a report, we need to demonstrate the ability to prepare and articulate a well-founded business case for the implementation of the digital marketing strategy as an integrated strand of the organization’s marketing and communications.

  • Typically, references and appendices section will be approx. 5 pages in length, but there is no upper or lower limit.
  • Using the Harvard referencing system, reference your sources within the main body of your assignment. Provide a reference list, of all the sources that you have referenced in the text of your assignment. For example, references should cover: where you got the data for your research, the target audience and customer base, and anything else considered relevant. You may include links to external/online videos or audio in the main body and the reference/appendix if they apply to the context of the assignment.  Try to use reliable quality sources of information. If referencing key insights or data, use images and screenshots of websites, etc.

An appendix is a set of materials used to support the analysis of arguments in your assignment. For important information (such as personas) include them in the main body of the assignment, the appendix is for further information or supporting evidence/research, etc.  Include an appendix within your main assignment document or as an attachment.  Any

  • Appendix material should be referred to within the main report. Remember that the information in the appendices can only earn the maximum marks available for this section. Key sections such as your Personas, Reach/Value matrix, SWOT, PESTEL, RACE, Action plan, Content Calendar, and Budget MUST be included in the main body and more detailed versions can be added to appendices if required.
  • For example, in the appendices you can include:
    • A more detailed summary of the organization.
    • Your survey questions, answers, and key highlights/findings.
    • Screenshots such as analytics/insights platforms, websites, social media accounts, email campaigns, social media posts, digital display adverts, etc. If your screenshots/images are in a foreign language you must include a short description in English
    • Images including graphs, charts, trends, etc.
 
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As Either An Entrepreneur Or As Part Of A Larger Organization, You Are Expected To Create/Develop And Market A New Product: Marketing Assignment

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University National University of Ireland (NUI)
Subject Marketing

Written Project

Introductory Outline:

As either an entrepreneur or as part of a larger organization, you are expected to:

  • create/develop and market a new product/service or
  • revise and reposition an already existing product or service

Note: Where possible you should apply the project to the company you work for or a company you are familiar with.
As part of the project you will carry out the following:

SECTION 1: MARKETING

Part (a). Market Audit and SWOT Analysis

The first section of the report should provide an audit/assessment of the marketing environment in which you plan to operate.
You are expected to use a mix of both Secondary and Primary research to complete this section of the report.
This research should provide insights into:

  • The customer landscape, the major segments in the market, and the needs and factors that might affect purchasing behavior. Customer Analysis.
  • The competitors, their strategy and their strengths and weaknesses
  • Examine existing Suppliers and Distributors if relevant.
  • The relevant political/ legal,  economic, ecological, social, and technical factors that might impact your choice of the market (PEEST) Macro forces and trends at play.

This section should end with a SWOT analysis summarising what you see as:

  • Your company or product’s Strengths and Weaknesses
  • The major Opportunities and Threats that your product might face.

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Part (b). Marketing Strategy

This section should provide details on:

  • Specific marketing objectives.
  • Market segmentation, targeting, and positioning strategy. Students must clearly outline theirs chose target market(s) and their positioning strategy to achieve their objectives. Clearly outline your value proposition.
  • Apply the marketing mix framework /FOUR Ps (Product, Price, Place, Promotion, People, Process, Physical Evidence) to deliver on your strategy. Detailed discussion on how you intend to use the approaches and tactics offered by each ‘P’ that you’ve explored as part of your course.
    • Product & Brand Strategy  | PRODUCT
    • Pricing Strategy | PRICE
    • Distribution / Channel Strategy | PLACE
    • Marketing Communication (Advertising & PR other IMC elements) & Sales Strategy | PROMOTIONS

Part (c). Conclusion & Recommendations

A brief summary of conclusions and recommendations based on your market audit and strategy.

 
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ou Have Been Hired As A Digital Marketing Strategist. You Must Select A Small To Medium-Sized: Digital Marketing Assignment

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University University College Dublin (UCD)
Subject Digital Marketing

Assignment Details:

You have been hired as a digital marketing strategist.  You must select a small to medium-sized online business based in Ireland.  This can either be a start-up company or a small established company providing services to consumers.

  1. Write an executive summary. This should include a short summary of the main findings of your research as well as the principle of digital marketing and strategic recommendations you have made.
  2. You are required to complete research on your chosen business and understand the competitive environment and key market trends of this company.
  3. Evaluate the current target market of this company and outline key customer ‘pain points’ you identify using secondary research. Make strategic recommendations indicating how this business can maximize growth by expanding or altering the target group or segmentation strategy.
  4. Using the SMART framework, clearly define the main three marketing objectives of this E-business to enable a 5-year growth plan.
  5. Based on your research of the target group, make key tactical digital marketing recommend a Your evaluation should make clear the recommended digital marketing strategy of the company in relation to the target audience you have outlined.
  6. Outline in brief your measurement strategy for the marketing recommendations that you make.

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Learning outcomes:

  1. Identify the unique characteristics and complexities of targeting and engaging with online consumers using concepts, theories frameworks, models, and channels relating to digital marketing strategies.
  2. Critically appraise and evaluate current digital business strategy and practice to inform and defend online business decisions, both locally and globally.
  3. Apply advanced digital marketing skills and relevant Digital marketing channels including SEO, PPC, Social Media, Mobile & Email Marketing and content market
  4. Fluently apply analytics and suggest recommendations for the use of appropriate metrics across a variety of digital and integrated marketing activities to maximize ROI.
 
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