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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
GSM LONDON Page 3 of 11
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
GSM LONDON Page 5 of 11
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
GSM LONDON Page 6 of 11
 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 04 2020
119 Votes
MARKETING MANAGEMENT: DIGITAL MARKETING
Table of Contents
Introduction    3
1. Differences between Digital and Targeting Marketing and reasons for Clintons to invest in digital marketing    3
Digital Marketing    3
Traditional Marketing    3
Key differences between Traditional and Digital Marketing    3
Significance for the Clintons to move towards Digital Marketing    5
2. Explanation of how website optimisation techniques can be used by Clintons to improve performance    5
3. How Clintons can use digital marketing technique such as Search Engine Optimisation (SEO) and Pay-Per-Click advertising (PPC), to improve their website visibility as compared to their competitors    7
Steps to create an effective SEO strategy    7
Steps to set up a Pay-Per-Click campaign    7
Benefits of Pay-Per-Click campaign    8
Digital Marketing Laws and Guidelines    8
4. Using digital marketing techniques such as Online Display, Video Advertising and Social Media Marketing in attracting new and retaining old customers    9
Video Marketing    9
Social Media Marketing    10
5. Explaining how digital marketing techniques such as Content and Email marketing can be used by the Clintons, to improve their performance    11
Content Marketing    11
E-mail Marketing    11
6. How Clintons can use website Analytics to improve their performance    12
Conclusion    13
References    14
Introduction
This report explains the principles of digital marketing and the ways, in which it is different from traditional form of marketing. It explains various concepts of digital marketing such as website optimisation techniques, website analytics, display, video, content, email marketing, search engine optimisation, pay-per-click and social media marketing. With the discussion of these concepts from the view point of digital marketing manager of Clintons cards company, which is contemplating to move into the arena of digital marketing, it attempts to demonstrate practical applications of these concepts.
1. Differences between Digital and Targeting Marketing and reasons for Clintons to invest in digital marketing
It is a well-known fact that in real life things changes due to natural evolution. With the rapid technological advancement and introduction of internet, present era is characterised as a digital era. Same evolutionary changes have occu
ed in the field of marketing, where it has changed from traditional methods such as newspaper or magazines advertisement to more engaging manner in the form of social media, video among many other mediums. Hence, it is important to understand the differences between them and then analyse reasons for Clintons to invest in digital marketing.
Digital Marketing
With technological advancement, came the evolution in marketing in the form of digital marketing. It uses electronic media and channels in different forms such as YouTube videos, social media, mobile, email marketing. It utilises various website optimisation techniques such as search engine marketing and pay-per-click advertising (Hollimen, 2014).
Traditional Marketing
It refers to the style of advertising, campaigning, marketing in which companies have been investing over the years and has achieved definite success. Methods under traditional marketing include advertising through flyers, newspaper advertisements, magazines print ads, billboards, television or radio
oadcast. This form of advertising was easy to place and establish, as there were very limited channels and same message can be
oadcast for everyone.
Key differences between Traditional and Digital Marketing
Both the forms of marketing have their own pros and cons. Traditional is generally a one-way form of communication, where the information flows from the marketer to the potential customers, where marketers had very limited knowledge about the customer’s opinions and reviews, which made it difficult for firms to update their message accordingly. However, as Stephen (2016) mentioned, with the introduction of two-way communication through digital marketing, firms can get regular updates about their products or services. Presently, they are able to better target their message to the right customers, which in a way has reduced their budget expenses and plan their commercials according to the customers’ preferences.
One of the major benefits of traditional marketing as mentioned by Cooley (2018), is that firms can easily reach local customers, as flyers can be delivered to as many customers mailbox, similarly single radio or television advertisements could be heard or watched by millions at any particular time. Secondly, audience can ca
y hard copy and same advertisement can be read or
owsed over and over again by a greater number of people. On the other hand, it also has many disadvantages such as limited interaction between marketer and customers, it is costly to print and advertise on the radio or television, and it is difficult metric to measure the performance of the television or billboard advertisement.
Some of these issues can be easily resolved through digital marketing, as marketers here can target not only local population but also national and international audience easily. Secondly, audience can choose the medium through which they would want to receive content, for example, some like to blog another person may like to watch YouTube or may like to read it on mails through mobile or laptops. In the digital sphere, audience can be targeted, so that information related to gym can be delivered to those who are concerned for their health or gym enthusiasts. Thirdly, as mentioned by Yasmin et al. (2015), this form of marketing is far too cost efficient, as compared to traditional marketing, for example, it hardly costs anything to write and distribute the emails or social media text posts. Fourthly, digital marketing provides better metric to measure the results, as one can review how many people visited the website and how many of them actually purchased the products they were looking for. With the use of Web analytics, one can easily compare and quickly adapt to improve performance. It captures various information about the customer such as their demographic profile, interests among others, and use this information to better target our products or services to the customer.
This platform provides level playing field to the new companies’ with already established firms, as one with more creative and potent content on the website is likely to win the war and can easily outwit the financially strong player from the customer’s mind-set. As Todor (2016) mentioned, it also provides additional touch point for the customer with the company, so a well-built interactive website can also help in building the
and and adding significant value to it. It provides real time results, as with the touch of a button, marketers can analyse the metric details such as number of visitors to website, conversion rates and make quick changes, if the results are below expectations.
In spite of number of benefits of digital over traditional marketing, one cannot neglect the benefits of latter one, therefore, a balanced combination of them must be introduced. For example, leading firms such as Apple, Samsung or Coca Cola, do advertise through traditional means such as television ad or newspaper ads, in spite of their huge presence across digital marketing world.
Significance for the Clintons to move towards Digital Marketing
Clintons must certainly be a part of this evolution of change towards digital, considering other competitor firms have already pursued this approach. Clintons must realise that more and more people are available on mobile phones and remain connected through social media platforms, therefore they must also be available on such platforms in order to remain relevant and gauge the customer reviews and preference. However, as argued by Hollimen (2014), they must continue to invest in traditional methods and attempt to maintain balance with digital means, as there is still significant population which is not tech savvy and prefer to purchase through traditional means only. Clintons must realise that today customers’ preferences are changing and many of them prefer personalised e-cards over paper cards. In order to maintain their market and cater to maximum segment of the population, they must certainly balance their budget between the traditional and digital forms of marketing.
2. Explanation of how website optimisation techniques can be used by Clintons to improve performance
Website is the platform where viewers can get all the information about the company as well as all the products and services offered by them. Firms put special emphasis to make their websites look original, unique and engaging. For Clintons, website optimisation means giving visitors the smooth, simple and insightful manner to
owse through all the products and ultimately convert it into a purchase. This optimisation must allow the website to run on different platforms such as mobile, laptops, tablets among others. Website developer must follow following rules for better optimisation. Firstly, as mentioned by Lamberton and Stephen (2016), it is important to understand and know the customers, who are likely to visit the website for purchase or other purposes. This can be done by creating a customer journey map, using different personas of potential customers. Secondly, the content of the website must use certain keywords repeatedly, which will aid in pushing up the position of website link in the search results. This is a feature of search engine optimisation and is essential to beat the competitive websites during search results. Additionally, clear font, colour, images, blinkers, videos, tabs are some of the visible and vital elements of any website.
Thirdly, Clintons must create a strong link-profile, which means that if our website is referenced by some other valuable organisation’s blog or website, then that will elevate website position in the search results. This can be done by writing blogs in prominent websites where several indirect references for Clintons must be given. As mentioned by Park et al. (2015), all the content on the website must regularly be updated as search engines such as Google do analyse which are the websites which are more updated and show them at higher position in the search results. On the websites, page titles and meta-descriptions are key for page search engine optimisation. Page title is the information for the
owser that gets displayed on the
owsers’ tab. Adding modifiers such as...
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