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LPC DMKT5008 Digital Marketing Summer 2018 Coursework Brief Handout: June 2018 Deadline for Submission: 2:00pm, 22 nd August 2018 Submit this coursework through the Student Portal with a Turn-it-in...

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LPC

DMKT5008
Digital Marketing
Summer 2018

Coursework Brief


Handout: June 2018

Deadline for Submission: 2:00pm, 22
nd
August 2018
Submit this coursework through the Student Portal with a Turn-it-in Report



Word Limit: 4500 words (Plus or minus 10%)


Learning outcomes assessed:

 Explain the foundation principles of digital marketing, and be able to distinguish
etween 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.
DMKT5008 DIGITAL MARKETING SUMMER 2018 COURSEWORK BRIEF
GSM LONDON Page 1 of 11
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
iefing paper and ensure it has not been written or composed
y 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.
DMKT5008 DIGITAL MARKETING SUMMER 2018 COURSEWORK BRIEF
GSM LONDON Page 2 of 11




















Blank

DMKT5008 DIGITAL MARKETING SUMMER 2018 COURSEWORK BRIEF
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Assignment Questions
Clintons
Clintons Cards was founded in 1968 by the
late Don Lewin. Greeting cards were once
umoured to be the most profitable
product on the high street (retail insiders
suggested a £3 card could cost Clintons as
little as 30p to buy from a manufacturer), but by 2012 it had ignored the
threat of email and e-cards. Their mantra “birthdays and anniversaries never
go out fashion” was still right, but the way people once cele
ated them
definitely had. What’s more, their business model of dominating high streets
with multiple stores and buying out its competition was outmoded by the late
2000s. By the time it had launched its own e-card side of the business, it was
too little too late.
At their peak: owning more than 1,000 stores, Clintons once controlled 25
per cent of the greeting card market.
Who replaced them? Clintons is now run by American Greetings (the world’s
iggest greetings card firm), but online retailers like Funky Pigeon and
Moonpig dominate the UK personalised greetings card market.
Additional information http:
www.
c.co.uk/news/magazine XXXXXXXXXX
You have recently been appointed as Digital Marketing Manager for Clintons.
As part of your first project in your new role, the Head of Marketing has asked
you to investigate some new strategies to strengthen and reinforce the
organisation’s digital marketing capabilities and expertise.
Your required to write a report that addresses the following 6 tasks:
1. Discuss the differences between Traditional and Digital Marketing. Explain why it
would be important for Clintons to invest in digital marketing. LO 1
2. Illustrate how Clintons could utilise website optimisation techniques to improve
performance. LO 3
3. Critically discuss how Clintons can use Search Engine Optimisation (SEO) and
Pay-Per-Click advertising (PPC), to improve its website visibility amongst its
competitors. LO 2, LO 3
Your answer should cover:
http:
www.
c.co.uk/news/magazine XXXXXXXXXX
DMKT5008 DIGITAL MARKETING SUMMER 2018 COURSEWORK BRIEF
GSM LONDON Page 4 of 11
 The steps you would undertake to design an effective SEO and PPC
campaign.
 Identification of how the company could target its key audience
through these channels.
 An overview of the relevant laws and guidelines.
4. Discuss how Online Display & Video Advertising and Social Media Marketing can
e used to attract, retain and engage new and existing customers. LO3
Your answer should cover:
 Key activities associated with implementing an online display (and
video) advertising strategy and a Social Media Marketing strategy.
 Justification of which channel is most affective.
5. Outline how Clintons could incorporate Content and Email Marketing into its digital
marketing activities. LO3 & LO4

6. Explain how Clintons could use website analytics to improve performance.
All questions should be supported with the following:
 Key activities, processes or milestones associated with each digital
marketing discipline.
 Appropriate tools and technologies that can be used.
 Relevant laws and regulations pertaining to digital marketing
 Provide examples and utilise real-world cases studies to support your
discussion.
End of Assignment Brief
DMKT5008 DIGITAL MARKETING SUMMER 2018 COURSEWORK BRIEF
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Mark Scheme
XXXXXXXXXXKnowledge and understanding of the subject 40%
 Explain the foundation principles of digital marketing, and be able to distinguish
etween 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.
 Clear understanding of the assignment
ief and tasks.
Intellectual & Cognitive Skills 35%
 Critical thinking – Objective analysis and evaluation of digital marketing components in
order to form a judgement. (e.g. Online display & video advertising vs Social media
marketing)
 Synthesis, analysis and evaluation - ( e.g. discussion of the differences between
traditional and digital marketing leading to opportunities for Clintons.
 Discussing the merits and limitations of a particular digital marketing component)
 Application of digital marketing components and tools to case in question. (e.g. PPC ,
SEO, Google keyword planner, Analytics)
 Problem solving and research/investigation.
 Well developed, highly relevant, reasoned introduction and conclusions.
Graduate Skills 25%
 Has a number of reliable sources (e.g. Organisation reports, academic journals,
academic text)
 Has researched beyond the key reading appropriate for the subject. (e.g. utilising real-
world case studies and examples to support your arguments)
 Academic honesty - Has avoided plagiarism.
DMKT5008 DIGITAL MARKETING SUMMER 2018 COURSEWORK BRIEF
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 Has used Harvard referencing (in-text citation and reference list)
 Uses appropriate academic conventions (e.g. summaries, paraphrasing etc.)
 Research-related skills (evidenced by collection and interpretation of data to support
arguments)
 Written and visual presentation (e.g fluent writing style, report formatting, the use of
diagrams/graphs/ illustrations used to enhance report)
 Practical and professional skills (work has right level of detail/ complexity)
GSM London Generic Marking Criteria
KNOWLEDGE &
UNDERSTANDING
INTELLECTUAL &
COGNITIVE SKILLS
Graduate Skills:
transferable,
employability, practical
and academic skills
Factual and conceptual
knowledge and
understanding; use of
class materials;
independent reading
Critical thinking;
conceptualisation;
creativity; synthesis,
analysis and
evaluation;
application; problem
solving and
esearch/investigation
Written, oral and
presentation skills;
interpersonal, group
and teamwork skills;
leadership skills;
numeracy; digital skills;
practical, professional
and academic skills
(including
eferencing/presentation
MARKING
BAND
CLASSIFICATION WEIGHTED AT 40% WEIGHTED AT 35% WEIGHTED AT 25%
XXXXXXXXXX% FIRST (1ST) Includes all required
factual content, accurately
and succinctly
summarised.
Well developed, highly
elevant, reasoned
introduction and
conclusions,
demonstrating some
originality.
Within word count or
presentation time.
Includes relevant factual
content only.
Clearly and logically
structured material,
showing excellent
understanding of the
discipline.
Accurate spelling,
grammar, punctuation,
paragraphing.
Systematic, accurate
identification of relevant
concepts, theories and/or
principles, appropriate to
this level.
Information or data
selected from a very
good range of highly
elevant, cu
ent
primary and secondary
sources, and
categorised, analysed
or evaluated using
elevant, methods or
techniques.
Professional, fluent writing
style, appropriate to the
assignment OR
professional, engaging,
confident, audible and
well paced presentation.
Excellent use of technical
vocabulary, where
appropriate.
Exceptional
understanding of factual
and conceptual material,
elative to this level,
including some
understanding of the limits
to knowledge in this area.
Well developed,
coherent arguments,
systematically
eferencing primary and
secondary literature,
with clear rationale for
choices.
Professional visual
presentation, including
font, spacing, margins,
headings, graphics,
images and appendices.
Calculations are accurate,
clearly set out, with
precise explanations.
Excellent integration of
theory and practice, for
this level, using
appropriate conceptual
frameworks.
Co
ect and systematic
use of academic
conventions, references
and bibliography.
Independent, wide-
anging, relevant reading
Excellent application of
numerical and
Outstanding, consistent,
flexible delivery of group
DMKT5008 DIGITAL MARKETING SUMMER 2018 COURSEWORK BRIEF
GSM LONDON Page 7 of 11
and research, from
authoritative primary and
secondary sources,
appropriate to this level.
statistical methods to
defined problems.
work obligations, for this
level.
Answered Same Day Jul 27, 2020 DMKT5008

Solution

Soumi answered on Aug 01 2020
156 Votes
DMKT5008
DIGITAL MARKETING
SUMMER 2018
Executive Summary
The cu
ent report attempts to provide an in depth understanding of the importance of digital marketing for companies that have opted for traditional marketing techniques in earlier times, with a special reference to Clintons, which is a former market leader in the greeting cards selling business. In the first section of the report a critical comparison is provided to show the difference between traditional and digital marketing also justifies the reason, why Clintons should opt more for digital marketing rather than its traditional marketing techniques.
In the following section of the report the major digital marketing techniques, such as search engine optimisation, pay per click advertisement and web page designing are considered. In the third section, the way, Clintons can implement the search engine optimisation and pay per click advertisement in its digital marketing plan is explained along with their targeted audiences and legal bindings. In the following section a comparative perspective on the use of social media marketing, video marketing and digital display marketing is compared, where rational reasons are presented for placing social media marketing on first prefe
ed spot.
In the fifth section the importance of contents and email marketing has also been discussed in details, offering a Clintons, a ton of information for improving its digital marketing techniques. Considering the importance of the digital marketing for Clintons, in the sixth and the last section, discussion is provided about the use of proper web analysis technique for the refinement of the company web pages. In the conclusion, the essence of the entire report in presented, making the report complete and helpful to its readers.

Table of Contents
Introduction    4
1. Comparison of Traditional and Digital Marketing in the context of suggesting Clintons to invest in Digital Marketing    4
Traditional Marketing and Digital Marketing    4
Why Clintons Should Invest in Digital Marketing    5
2. Significance of Website Optimisation as a technique to improve Clintons’ Performance    6
Search Engine Optimisation    7
Pay-Per-Click Advertising    7
Web Page Design    7
3. Search Engine Optimisation and Pay-Per-Click as Tools for increasing Clintons Website Visibility    8
Implementation of SEO for Clintons’ Website Visibility against Rivals    8
Implementation of PPC for Clintons’ Website Visibility against Rivals    9
Use of SEO and PPC in Finding the Right Audience for Clintons    9
Consideration of Legal Aspects at the Time of implementing SEO and PPC for Clintons    9
4. Use of Social Media Marketing, and Digitally Virtualised Media as Means of Customer Attraction, Retention and Increase    10
Use of Digital Display and Visual Media Advertisement Way of Application    10
Use of Social Media Marketing    10
Reason for Placing Social Media Marketing over Digital Display and Visual Media Advertisements    11
5. Ways to Incorporate Email and Content Marketing into Clintons Digital Marketing    11
Content Marketing for Clintons    11
Email Marketing for Clintons    12
6. Ways to improve Clinton’s Performance with the use of Website Analytic    13
Conclusion    14
References    15
Introduction
Over time the market has changed, depending on the core components that form it. Over the decades marketing was done through traditional means, which incorporate the use of mostly, non-digital methods, however, times have changed and digital marketing has emerged as a better tool. However, many organisations have not adapted to the change and as a result had lost out of its competitive advantages they once possessed and therefore, a proper assessment of digital marketing is required. Companies, such as Clintons have shifted from traditional to digital marketing techniques; however, due to their limited understanding of digital marketing they are losing their market share. In the cu
ent report the major aspects of digital marketing are discussed critically to provide benefit to companies striving towards digital marketing, with a special reference to Clintons.
1. Comparison of Traditional and Digital Marketing in the context of suggesting Clintons to invest in Digital Marketing
Depending on the use of information technology and virtual advertising, marketing techniques are divided in two major categories—traditional and digital. As mentioned by Sinha and Singh (2018), the traditional and digital marketing, both have their benefits as well as advantages and it depends entirely on the nature of the products and services a customer seeks. In addition to the aspect of the customers, the size, nature and resources of an organisation also matters. As stated by Guercini et al. (2018), smaller organisations tent to invest in digital marketing as the maintenance cost stays very low, while bigger organisations use more traditional marketing for targeting local, yet large population. An organisation such as Clintons can use both; however focus on one type primarily.
Traditional Marketing and Digital Marketing
Traditional marketing was the only means of marketing products and services in the earlier decades. Traditional marketing incorporates the use of tangible advertising media such as leaflets, newspapers, billboards, kiosk and hoardings for advertisements. In case of smaller organisations, as stated by Watson et al. (2018), who seek to attract local customers, as seen in the case of local start-ups, traditional marketing is used. In case an organisation lacks resources, it can distribute limited number of leaflets to a few persons, who would make the promotion via mouth to mouth advertising. The setting of Kiosk for a couple of days or for a week would not require high spending, however, the promotion level would be very effective.
Depending on the remarkable improvement of the information technology, the digital market has become popular, especially in the last decade it has become equally important for business in comparison to that of traditional marketing. As noted by Turner et al. (2018), digital marketing involves the use of internet, social media platforms, along with the use of digital proof files, virtual leaflets and online services. In case of an organisation that wants to expand its business on a wide scale can use digital marketing, to reach wider audience, without investing huge amount of monetary or human resource. It is worth the mention that although the digital marketing does not provide targeting a special local population, it does provide huge demand through the promotion of organisations name, resulting in drawing the attention of more customers. As argued by Hackley et al. (2018), the idea that digital marketing cannot target a specific audience is inco
ect; with the selection of proper social media platform and proper technique applied in the formation of the website, a specific group of customers can be attracted very easily.
Why Clintons Should Invest in Digital Marketing
Clintons is using both, traditional and digital marketing for the promotion of its range of Greeting Cards, however, the company has not been able to recover its market position in comparison to its powerful rival companies. As affirmed by Stewart et al. (2018), tangible advertising objects, such as newspapers advertisements and printed leaflets can be stored and read many times in repeated successions. The repeated reading makes the promotion of a product or service very firm in the memory of the customers. Taking cue from the benefit of traditional marketing, Clintons has been adopting advertising techniques such as newspaper and magazine advertising prints, audio advertisement promotion in the local radio frequencies during commercial
eaks and many more.
However, as argued by Hackley et al. (2018), traditional advertising reaches only a limited number of people. In order to understand the limited reach of the traditional marketing, it can be seen that Clintons can publish advertisement in one newspaper at a time and the readers who read their newspaper will only see the advertisement, while the customers who read a different newspapers in the same area would not be able to see the advertisement Clintons published. Another major reason why, Clintons is not reaching its customer through traditional marketing is due the fact that people are rapidly moving towards the digital world, made evident in the cu
ent reports that show that the number of readers of leading newspapers have fallen 10% in 2015 in comparison to the year before (The Guardian, 2015). While on the opposite side users of social media platforms have increased in unprecedented percentages (Clicky.co.uk, 2018).
Figure 1: Rate of Increase of Facebook Users in UK
(Source: Clicky, 2018)
In earlier decades, people had a lot of time and globalisation was yet to take place, therefore, visiting a local retail shop and manually
owsing through greeting cards, worked in the favour of Clintons, however, due to the limited time modern people have, the digital shopping has become more popular. In addition, foreign companies has ventured into the UK market, and offered an a
ay of options, Clintons is in need of promoting its range of cards in the cheapest possible way to reach the highest number of people all around the globe. Reaching more customers would increase sales, and eventually would improve Clintons’ position in the market.
2. Significance of Website Optimisation as a technique to improve Clintons’ Performance
As customers form their views about an organisation based on the design as well as functionality of the company web page, it is important that the contents and designs are properly optimised according to the taste of the customers. As opined by Sirdeshmukh et al. (2018), web page is the retail store of online customers, seeking their desired products and services at any given point of time. The process of optimising web page can be done, by using tools such as search engine optimisation (SEO), pay-per-click (PPC) advertising and web designing.
Search Engine Optimisation
In order to understand and take measures to improve SEO, the tool, named search engine must be comprehended. As per the assessment of Te
ance et al. (2018), search engines are internet based information directive tools that use various combination of algorithms to generate best results from specific keyword inputs. The major search engines, such as Google, Bing and Yahoo follows specific combination of algorithms, however, each keep their combination of algorithms secret. Search engines consider the contents of the...
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