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Identify the relevant laws and guidelines that pertain to the different aspects of digital marketing.

DMKT5008
Digital Marketing
Coursework Brief

Handout:
Submit this coursework through the Student Portal with a Turn-it-in Report
Word Limit: up to 4500 words (Plus or minus 10%)
Learning outcomes assessed:

• Explain the foundation principles of digital marketing, and be able to distinguish between traditional and digital marketing.

• Identify the relevant laws and guidelines that pertain to the different aspects of digital marketing.

• Apply digital marketing tactics to develop an integrated and effective digital marketing approach across different digital domains.

• Analyse the role of content within digital channels.

• Examine the value of on-going analysis and measurement as a way of managing and evaluating their digital marketing efforts and budgetary spend.

This coursework is worth 100% of the total marks for this module.

Coursework Instructions
Please read carefully
• Carefully read the module handbook, the marking criteria and the grade descriptors.
Academic Misconduct
You are responsible for ensuring you understand the policy and regulations about academic misconduct. You must:

• Complete this work alone except where required or allowed by this assignment briefing paper and ensure it has not been written or composed by or with the assistance of any other person.

• Make sure all sentences or passages quoted from other people’s work in this assignment (with or without trivial changes) are in quotation marks, and are specifically acknowledged by reference to the author, work and page.

Assignment Brief
You have recently been promoted to a new role as Digital Marketing Manager. As part of your first project in your new role, the Head of the Marketing department has asked you to investigate some new strategies to strengthen and reinforce the organisation`s digital marketing capabilities and expertise.
In this assignment you will be asked to imagine that you are working for one of the companies listed below, each of which is interested in further enhancing its use of digital marketing: -

• Very.co.uk

• Apple (United Kingdom)

• Amazon

• Ryanair

As part of your report it is imperative that you cover all the core sections (1- 9) listed below: -

1. Discuss why it is important for your chosen company to invest in its digital marketing capabilities in addition to its existing traditional marketing know-how, with reference to specific digital tools, technologies, and approaches and any associated constraints. (5 marks)

2. Discuss the steps and activities you would undertake to assess the company’s organic search ranking performance with reference to the underlying rationale for your suggested approach. Support your argument with reference to any tools, technologies, and procedures you would use to help the organisation to maximise its ranking and identify how you would measure the success of your approach. (11 marks)

3. Document the steps you would follow and any processes and digital tools you would use to analyse the existing Paid Search activity for your chosen company. Next, critically discuss and recommend how to design an effective PPC strategy to increase the visibility of the website on a range of search engines, bring more relevant traffic to the website, and win more customers for the business. (11 marks)

4. Recommend an effective online display advertising campaign to build reach, awareness, branding and influence for your chosen company’s target audience. Support your discussion by defining the target audience, the campaign’s key objectives, the formats and publishers that best fit with the stated objectives, any potential legal constraints, and how best to measure the campaign’s performance. (11 marks)

5. Critically discuss the email marketing process and briefly outline key activities associated with each stage. Discuss how email can be used as an effective segmentation tool with reference both to the opportunities and any potential pitfalls for your chosen company. (11 marks)

6. Define social media marketing and distinguish between earned, owned, and paid media. Critically discuss the stages in the social media marketing process and how to use key social channels to engage customers and maximise online presence. Differentiate between the advantages offered by the key social channels in terms of targeting specific audiences and measuring their engagement, for your chosen company. (24 marks)

7. Explain how mobile marketing can be integrated as part of your chosen company’s overall digital marketing strategy. Support the discussion with reference to key mobile considerations including optimisation, search, proximity marketing, apps and advertising, and measurement. (11 marks)

8. Explain how you would go about measuring the success of your chosen company’s digital strategy using analytics. Support your explanation by referring to the specific insights and metrics you are targeting, why you have chosen them, and what benefit you expect your organisation to gain from the initiative. Identify any tools or platforms you recommend using to measure campaign performance with specific reference to any important features, capabilities, or methodologies associated with the monitoring process. (13 marks)

9. Identity the key tasks and activities that must be incorporated into an effective digital marketing strategy for your chosen company and support your answer with reference to key milestones, deliverables, procedures and resources required to implement a digital marketing campaign (3 marks)

Assignment Guidelines

 

Maximum 100 Marks

1. Introduction to Digital Marketing

5

Learning Outcomes Assessed: -

  • harness the power of digital marketing within the marketing strategy for an organization
  • build digital marketing campaigns
  • develop an integrated digital marketing approach across the variety of specialisms: search, display, email, social media, mobile and analytics
  • manage and evaluate digital marketing efforts and budgets

Knowledge and Skills Assessed: -

  • Define Digital Marketing
    • Traditional Marketing approach
    • Opportunity for Digital Marketing
    • Market Research
    • Search Marketing channel
    • Define analytics

5

2. Search Marketing (SEO)

11

Learning Outcomes Assessed: -

  • boost a website’s organic search ranking using on-page and off-page elements
  • execute keyword research and select suitable keywords for website content
  • create content and meta-elements throughout a website
  • use a range of tools to help search engines find, index and rank a website
  • measure SEO efforts by evaluating key metrics

Knowledge and Skills Assessed: -

Concepts

  • SEO Definition
  • Positioning
  • SEO Process
  • SEO elements

 

3

Knowledge and Skills Assessed: -

Technical Optimization

  • Definition
  • SEO tags
  • Site speed
  • Sitemap
  • Webmaster tools

 

3

Knowledge and Skills Assessed: -

On-Page Optimization

  • Content: Keywords
  • Content: Updates

2

Knowledge and Skills Assessed: -

Off-Page Optimization

  • Definition
  • Link building methods
  • Google+ optimization

2

Knowledge and Skills Assessed: -

Analysis

  • KPI measures

1

3. Search Marketing (PPC)

11

Learning Outcomes Assessed: -

  • leverage pay-per-click advertising to drive quality traffic to a website
  • set up a Google AdWords account and develop an AdWords campaign
  • use tools to run and manage successful PPC campaigns and to increase return-on-investment
  • analyze existing search marketing activity and tailor paid campaigns to enhance engagement
  • set a PPC budget and report on the effectiveness of a PPC campaign

Knowledge and Skills Assessed: -

Concepts:

  • Key aspects
  • Tools
  • Strengths of PPC

1

Knowledge and Skills Assessed: -

Pay-Per-Click:

  • Keyword research
  • Google PPC

2

Knowledge and Skills Assessed: -

Research:

  • Research tools

1

Knowledge and Skills Assessed: -

Campaign process:

  • Scheduling
  • Display Network
  • Remarketing
  • Settings
  • Attributes
  • Keyword selection
  • Ad Copy
  • Budgets

4

Knowledge and Skills Assessed: -

Management:

  • AdWords

 

1

Knowledge and Skills Assessed: -

Campaign management:

  • Conversions
  • Ad Rank
  • Bidding

 

2

4. Digital Display Advertising

11

Learning Outcomes Assessed: -

  • use a variety of standard display banner formats to build reach, awareness, branding and influence
  • select an advertising network for display advertising efforts
  • reach people that have previously visited a website through a range of remarketing options
  • plan your digital display campaign by defining the customer, objectives, budget and formats and optimize it after collecting results

Knowledge and Skills Assessed: -

Concepts:

  • Definition
  • Benefits
  • Challenges

 

2

Knowledge and Skills Assessed: -

Display Ads

  • Formats
  • Frequency

 

2

Knowledge and Skills Assessed: -

Publishers

  • Display Network

 

1

Knowledge and Skills Assessed: -

Remarketing

  • Definition

 

2

Knowledge and Skills Assessed: -

Planning

  • Display campaign steps
  • Target audience
  • Set campaign objectives
  • Set campaign budget
  • Implement tracking

 

3

Knowledge and Skills Assessed: -

Laws

  • Guidelines

 

1

5. Email Marketing

11

Learning Outcomes Assessed: -

  • create, implement and deliver effective email campaigns
  • grow and manage a subscriber database through third-party email system providers and solutions
  • plan a marketing segmentation strategy for your target audience
  • write user-centric emails within a coherent layout and an attractive design
  • split-test your email campaigns and use key metrics to measure their effectiveness through open rates, click-through rates, unsubscribes and bounces

Knowledge and Skills Assessed: -

Concepts

  • Common terms

1

Knowledge and Skills Assessed: -

Data

  • Data capture (online)
  • Segmentation

2

Knowledge and Skills Assessed: -

Design

  • Characteristics
  • Wrap and Pack
  • Email Copy

3

Knowledge and Skills Assessed: -

Delivery

  • Filters

1

Knowledge and Skills Assessed: -

Reporting

  • Key metrics
  • Split Testing
  • KPI measures

3

Knowledge and Skills Assessed: -

Laws

  • Guidelines

1

6. Social Media Marketing

24

Learning Outcomes Assessed: -

  • set up and prepare social media marketing initiatives
  • set goals and priorities for social media campaigns and align them with overall business goals
  • engage with customers across a diverse range of social media platforms and leverage the ‘always connected’ opportunities
  • select and prioritize different platforms according to business goals, products and services
  • leverage paid advertising options within a range of social media platforms
  • build a presence on YouTube, Google+ and Pinterest as supplementary social media channels
  • measure social media efforts and their alignment with the overall business strategy
  • schedule, manage and report on a digital campaign and social initiatives through advanced features such as Insights and Analytics

Knowledge and Skills Assessed: -

Concepts

  • Definition
  • Social Listening
  • Content
  • Suitable and Applicable

 

3

Knowledge and Skills Assessed: -

Facebook

  • Introduction
  • Facebook Features
  • Facebook Business Features
  • Promotions

 

3

Knowledge and Skills Assessed: -

Instagram

  • Instagram Features

 

1

Knowledge and Skills Assessed: -

Twitter

  • Introduction
  • Twitter Profile
  • Promotions
  • Periscope

 

3

Knowledge and Skills Assessed: -

LinkedIn

  • Introduction
  • LinkedIn Groups - Introduction

 

2

Knowledge and Skills Assessed: -

YouTube

  • Engagement

 

1

Knowledge and Skills Assessed: -

Google+

  • Google+ Benefits

 

1

Knowledge and Skills Assessed: -

Pinterest

  • Basics
  • Advertising

 

2

Knowledge and Skills Assessed: -

Facebook and Instagram advertising

  • Ads Introduction
  • Goals

 

2

Knowledge and Skills Assessed: -

Facebook and Instagram analytics

  • KPI Measures
  • Page Insights
  • Instagram advertising

 

2

Knowledge and Skills Assessed: -

Twitter

  • Advertising basics
  • Audience platform

 

2

Knowledge and Skills Assessed: -

LinkedIn

  • Advertising basics
  • Analytics

 

2

7. Mobile Marketing

11

Learning Outcomes Assessed: -

  • use the immediacy, mobility and personalization opportunities of mobile marketing to reach ther target audience
  • plan and execute the steps necessary to create a successful app
  • leverage emergent trends within the mobile space and the opportunities of ‘always on’ mobile devices
  • set up mobile site advertising campaigns and proximity marketing campaigns to reach and engage with an audience on the go

Knowledge and Skills Assessed: -

Concepts

  • Characteristics

 

1

Knowledge and Skills Assessed: -

Mobile Optimized Websites

  • Overview
  • Personalisation

 

2

Knowledge and Skills Assessed: -

Apps

  • Concepts
  • App Development Process

 

2

Knowledge and Skills Assessed: -

Mobile Search

  • Overview
  • AdWords in Mobile Search

 

2

Knowledge and Skills Assessed: -

Mobile Advertising

  • Concepts

 

1

Knowledge and Skills Assessed: -

SMS & Messaging

  • Overview
  • SMS campaign features

 

1

Knowledge and Skills Assessed: -

Proximity Marketing & Mobile Coupons

  • Overview
  • Location-based Campaign Setup

 

1

Knowledge and Skills Assessed: -

Strategy & Implementation

  • Strategy Steps
  • Measurement
  • Emergent trends

 

2

8. Analytics

13

Learning Outcomes Assessed: -

  • measure, monitor and optimize digital marketing activities by building an online reporting structure
  • use a range of tools to measure and monitor online traffic
  • set up accounts, properties, views and permissions and apply analytics across website(s)
  • align business KPIs with the analytics goal configuration
  • develop a detailed profile of the target audience through location, demographics, technology, devices, and interests
  • assess and improve the technical performance and speed of a website

Knowledge and Skills Assessed: -

Rationale for Measurement

  • User Journey
  • Common terms

 

2

Knowledge and Skills Assessed: -

Google Analytics Accounts

  • Settings

 

1

Knowledge and Skills Assessed: -

Views

  • Setup

 

1

Knowledge and Skills Assessed: -

Goals

  • User Actions
  • Goal Configuration
  • Goal Funnels

 

2

Knowledge and Skills Assessed: -

Audience

  • Audience Overview

 

1

Knowledge and Skills Assessed: -

Acquisition

  • Direct Traffic
  • Other Campaigns

 

1

Knowledge and Skills Assessed: -

Behaviour

  • Bounce Rate
  • Site Speed
  • AdSense Overview

 

1

Knowledge and Skills Assessed: -

Conversions

  • E-Commerce
  • Attribution

 

1

Knowledge and Skills Assessed: -

Reporting

  • Real Time Reporting
  • KPI QA Checklist

 

2

Knowledge and Skills Assessed: -

Universal Analytics

  • Concepts

 

1

9. Strategy & Planning

3

Learning Outcomes Assessed: -

  • build a digital marketing plan for an organization
  • execute a situation analysis, information gathering and an audience definition exercise
  • develop a set of clear and meaningful objectives for the digital marketing plan in order to provide a coherent project structure including milestones, deliverables and resources
  • define an iterative process of monitoring, analysis and enhancement of the digital efforts

Concepts

  • Digital Marketing Plan

 

1

Audience

  • Information gathering
  • Target audiences

 

1

Activities

  • Business objectives

 

1


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