Digital Marketing Portfolio

Learning outcomes Demonstrate the following knowledge and understanding Traditional and new digital marketing communications disciplines and the manner in which these are deployed, dependent on the brand and the target audiences.   Demonstrate the following skills and abilities

Newer methods of marketing/communications and develop an integrated marketing communications plan utilising digital methods.

What am I required to do in this assignment?

• Task 1

Choose an organisation/brand that has been active with its marketing within the last year– explain their approach, area of operation, ethos, vision
Write a 750-word analysis of the digital marketing elements they use;  
Who is their audience?
How do they use each channel and media?
Illustrate with specific campaign examples from the last year to support your answer.

Task 2 Write a 750 word analysis, of the organisation’s three closest competitors in the market and define which element your brand could learn from?

Briefly comment on whether the organisation is getting their overall digital strategy ‘right’ in the current UK socio-political and economic environment.

• Task 3

Based on your research undertaken in task one and task two conduct a 750-word analysis to make specific recommendations on the digital communications strategy focusing on the potential changes in the market in the next 5 years. Where do you think the organization/brand could improve to keep ahead of the curve in the market?  What new marketing channels should they consider?

What do I need to do to pass? (Threshold Expectations from UIF)

• Undertake an analysis of a given brand and its associated target audience.
• Propose a range of non-mainstream marketing communications relevant to a given brand and target audience, focusing particularly on the new forms of media.

The report is based upon what is delivered in the lectures. Each week’s content that is presented from week one to week twelve is vital for answering the question in the report.

How does assignment relate to what we are doing in scheduled sessions?

The report should particularly focus on specific themes that have been introduced and presented in the first half of the unit which will include:

• Communications theory
• Marketing planning
• Segmentation, Targeting, Positioning
• Communications and Marketing mix
• Advertising/ PR
• Branding
• Digital Marketing in Practice

All of these themes will be taught in the lectures and you will be expected to critically analyse all and apply to the chosen case study.