Learning Outcomes
- Appreciate the relevance and application of key marketing concepts such as the Marketing mix, Consumer Behaviour and Customer Relationship Management in the digital marketing age.
- Recognise the impact of digital technologies on the nature, implementation, outcomes, measurement and management of the marketing function and customer communications
- Understand the role and ICTs in building and managing customer and stakeholder relationships
Identification of group and individual components:
The assignment is to be completed individually by each student.
DETAILS OF ASSIGNMENT
Assessment Task
50% of the overall mark for this module will be allocated to an individual written assessment.
This assessment will be based on your ability to research, analyse and reflect upon the significance Digital Marketing communications. Students will be required to demonstrate a thorough, balanced appreciation of the purpose and contribution of information systems, the
Internet and other digital technologies to contemporary marketing.
Academic Essay
For the purposes of this assignment:
Critically evaluate and discuss the role of social media in developing online competitive advantage and targeted marketing strategy.
To accomplish this, you will need to discuss how social media has changed individual and societal perceptions, consumer behaviours, customer relationships and methods of influence.
This is an individual written assignment. 3000 words maximum.
Guidance Notes:
You should support your work throughout with evidence from good quality academic (journal articles, textbooks, conference proceedings, etc) and business sources. All material you reference should be cited fully using the standard university Referencing style, both within the
main body of your report and in a clearly marked References section at the end.
You should ensure that you adhere to the current student regulations regarding assessment (presented in the student handbook), with particular reference to ethical considerations and issues of plagiarism.
