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This MK7040 MARKETING IN A DIGITAL AGE Assessment requires students to critically assess a digital marketing communication of a core product/service, and evaluate the overall CSR and ethical practices of a global organisation of their choice. The MK7040 Assessment is to be written in a report format. Select a Digital Advertisement or Promotional Campaign of your choice. The advertisement must be of a core product (only one product and related advertisement to be chosen).

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    The student will get marks in MK7040 MARKETING IN A DIGITAL AGE Assignment according to:

    • 05% marks based on Introduction
    • 20% marks based on Segmentation and Targeting
    • 10% marks based on Positioning and Branding
    • 15% marks based on Communication Strategies
    • 35% marks based on Ethical Issues
    • 05% marks based on Conclusion
    • 10% marks based on Structure, Presentation, Referencing

    Description of MK7040 MARKETING IN A DIGITAL AGE Assignment

    Part 1: Introduction

    –       Introduction (5%) (350 words)

    Briefly identify the chosen organisation. Offer background information, followed by identification of the core product/service of the chosen organisation for the purpose of this report.

    Part 2: In depth evaluation of the effectiveness of digital marketing

    –       Segmentation and Targeting (20%) (800 words)

    You are expected to offer an in-depth critical evaluation of the chosen digital marketing communication. Identify the main segment/target market for which this is designed. Also explain, is the product relevant for the chosen target market? And what is the Targeting strategy?

    This must be focused on the product and the chosen advertisement rather than any other product of the company as different products will have different segments and target markets. Is the segmentation and targeting strategy robust or is there any room for improvement? Is any segment of the market left out?

    –       Positioning and Branding (10%) (500 words)

    Assess the positioning and branding strategy adopted by the organisation. For example, does the advertisement outline a niche or a premium product? What promotion strategy has been used, eg push vs pull? What perception did you get of the brand?

    –       Communication Strategy (15%) (800 words)

    Which digital platform was used? What was the Key Message communicated? What was the purpose of the communication, (e.g cause-related, crisis management etc)? What type of appeal did the message have (functional, emotional moral)? What type of communication method was used, e.g linear, interactive? Could another method or message with a different appeal have been more effective? Evaluate and Explain.

    Overall comment on how effective and responsible the digital marketing communication was.

    Part 3: CSR and Ethical Issues

    –       Ethical Issues (35%) (1200 words)

    This relates to how ethical the company overall is. For this section of the assessment, you will have to critically assess the company’s overall efforts in sustainability and ethical practices. Identify issues with existing practices, if any. Recommend how their CSR practices can be further improved

    Part 4: Conclusion

    –       Overall Conclusion (5%) (350 words)

    Clear and concise conclusion summarizing the key points of the report without adding any new points.

    Your answers should be supported by evidence from the data you collect through your research. Your answers should also show how you analysed the data you collected using the marketing theories and concepts, and corporate social responsibility concepts you are learning in this module.

    –       Structure, Presentation, Referencing (10%)

    • Logical structure
      • Consistency with the prescribed presentation format
        • Text size 12
        • 1.5 line spacing
      • Correct and adequate amount of in-text citations
      • Harvard referencing
      • Writing quality i.e. critical and formal writing
      • Use of Headings and Sub-Headings

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