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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




















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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 Aug 08, 2020 DMKT5008

Solution

Soumi answered on Aug 17 2020
112 Votes
DIGITAL MARKETING MANAGEMENT:
IN REFERENCE TO CLINTONS CARDS
Executive Summary
The present report is about the assessment of the significance of modern marketing technique, which is based on digital platforms, while making using Clintons Cards as the selected example for proving the relevance of the report topic. The report gives a
ief introduction to about the topic discussed. The first part of the report offers detailed account of existing and newly applied marketing techniques, their benefits, as well as justifies the preference for newer techniques of marketing, namely digital marketing.
The techniques that can make digital marketing effective, as discussed in the context of the chosen organisation are discussed under the second section of the report. The second section of the report also
ings forth details about web optimisation tools. In the third section of the report the importance and method of impact of Search engine optimisation and Pay per click advertisements are discussed in great lengths, aligning their functions with Clintons Cards and assuming the positive impact the two tools would cast. The fourth section discusses about the effectiveness of digital displays, video advertisements and social media marketing keeping Clintons Cards in the contextual background.
The fourth section also proves how social media marketing is better than video and digital display advertising. The fifth section of the report is comprised of email and content marketing implementation techniques in Clintons Cards digital marketing techniques, while in the sixth part of the report web analytics has been shown as a tool for refining Clintons Cards digital performance improvements. Collecting the essence of the discussion taking shape through the six systematic and inte
elated parts, a final conclusion is added at last.
Table of Contents
Introduction    4
1. Two Contrasting Marketing Types—Traditional and Digital and Reason for Pushing Clintons towards Digital Marketing    4
Traditional Marketing    4
Digital Marketing    5
Reason for Pushing Clintons Cards towards Digital Marketing    5
2. Different Web Optimisation Techniques that Could Improve Clintons Card’s Performance    6
HTTP Request Reduction    6
Content Compression    6
Search Engine Optimisation (SEO)    7
Pay-Per-Click (PPC)    7
3. Assessment of SEO and PPC for Enhanced Web Site Visibility of Clintons Cards    8
Systematic Approach to SEO and PPC Implementation at Clintons Cards    8
Techniques though which SEO and PPC Target the Appropriate Audience    9
Laws and Regulation that Shape SEO and PPC Implementation    9
4. Using Digital Display-Video Advertisements and Social Media Marketing for New and Existing Customer Retaining, Attracting and Engaging    10
Systematic Approach to Digital Display-Video Advertising and Social Media Marketing    10
The Reason for Social Media Marketing being More Effective for Business    10
5. Use of Content and Email Marketing in Clintons Cards Digital Marketing Strategy    11
Use of Contents in Clintons Card’s Digital Marketing    11
Use of Email Marketing in Clintons Card’s Digital Marketing    11
6. Comprehending the Methods of Web Analytics for Refining Clintons Cards Digital Marketing Performance    12
Conclusion    13
References    15
Introduction
The ground-
eaking innovation in the field of micro-electronics, frequency transmission wave assessment, and computing technology, information technology has skyrocketed. Based on the ease of access to knowledge, offered by information technology, business has shifted towards reaching customers through online marketing, online advertising and online selling of products and services, collectively termed as digital marketing. Although lucrative in appearance, digital marketing is complex, and organisations, transiting from conventional to digital mode of marketing pose the potential threat of failure, therefore, a proper assessment of digital marketing are mandatory. The cu
ent report addresses the comprehension of proper and shows the risks of improper digital marketing techniques, by refe
ing to Clintons Cards.
1. Two Contrasting Marketing Types—Traditional and Digital and Reason for Pushing Clintons towards Digital Marketing
Traditional Marketing
The term traditional marketing is often associated with outdated marketing systems and techniques. However, traditional marketing is not outdated marketing system. As argued by Loucanova et al. (2018), traditional marketing, as the term suggest is the tried and tested marketing formulas that have proved to be effective for a long period of time, offering very little scope for experiment as well as risk of failure. The term traditional marketing, is a relative terms and it does not provide a fixed scale for categorising the marketing methods used by business organisations. It is however, true that as traditional marketing derives and incorporates marketing techniques of the earlier generations, it tend to focus on existing channels that lead to customer bases.
As assessed by Popescu (2018), digital marketing has an evident inclination towards printed media such as colour printer advertisements in magazines, newspapers,
ochure and text based printed media such as leaflets, bill boards, and hoardings that aims at grasping the interest of the customers. Traditional marketing also consider television advertisements, radio programme commercial
eaks as effective customer targeting tools. Traditional marketing even has its dominant effectiveness for automobile and real estate industry; however, for organisations such as Clintons Cards, the traditional marketing techniques are not generating satisfactory marketing demand.
Digital Marketing
The basic aim of digital marketing is no different from that of traditional marketing; it even has customer base targets, advertising platforms, promotion of products and services, which are all common in traditional marketing. However, in case of digital marketing, the primary difference exists in the selection of chosen platform. As stated by Buchanan et al. (2018), digital marketing is technology dependent and virtual world of internet is its marketing area. In digital marketing, business organisations develop a digital address for their organisations and share the hyperlink to that page on virtual platforms such as social medial platforms, search engine data bases and in many cases circulate the web address through traditional advertising techniques.
As the customers click on the hyperlink, they land on the company homepage and get direct entry to organisational products and services. The products and services advertised on the company website are sold through a user-friendly interface to customers, offering more reliability on organisation than the customer, as the product delivery remains the responsibility of the organisation. As mention by Sinha and Singh (2018), organisations can provide its range of services and sell its products to customers, which traditional marketing cannot penetrate. The methods tagged as popular tools of digital marketing are social media marketing, search engine optimisation and pay per click and web page designing.
Reason for Pushing Clintons Cards towards Digital Marketing
Considering the marketing condition Clintons Card has, it cannot be said that the future of the company is promising. Clintons Card had once enjoyed the benefit of market monopoly due to the lack of competition. However, recent competitors in the market are having taken the lead by not only drawing in customers from the existing markets, but also from online platforms, amplifying the reach of customers manifold. There is no doubt that Clintons Card has its own set of loyal customers that visit their shops to buy greetings cards.
However, due to technical innovation and popularity of internet people prefer the experience of online purchasing. As affirmed by Ambepitiya (2018), the modern way of life, time consumption at workplace and study has made digital platform a better time saving option for shopping. Considering the gradually climbing popularity of online buying, it can be assumed that traditional mode of marketing has now fixed its reaching radius of customers.
Clintons Card needs new customers, and it needs to get new customers with minimum investment as the company does not have the luxury of monetary capital. Firstly, Digital marketing will improve Clintons Card’s sales as the range of products will reach customers, instead of customers reaching the products. Secondly, digital marketing will be less expensive to set up and maintain, which will not generate pressure of Clintons Card to price their products high. The third and final positive side of investing into digital marketing that it would generate a
idge between the customers and the sellers to communicate directly, making feedbacks authentic and interaction beneficial.
2. Different Web Optimisation Techniques that Could Improve Clintons Card’s Performance
Web optimisation is the process of making the web page of an organisation faster, detailed, attractive and effective. The following processes helps in optimising a web page.
HTTP Request Reduction
As an online user uses the
owser to visit a web page, the loading time of the web page influences the patience of the online visitor. According to Wetzels et al. (2018), if a web page is opened faster than another one, online users is inclined towards visiting the faster loading page, as it will save time and retain the interest of the visitors. HTTP requests are the number loops used for loading the contents of a web page. As mentioned by Tripathi and Hu
alli (2018), the higher the numbers of HTTP requests, the slower the page will load.
As the
owsers are designed to load a fixed a number of connects at one time, the gathering of various contents of the page make the process slow, which eventually reduces the interest of the visitor. HTTP request reduction technique gathers smaller contents of the web page and stitch them in a single threat, making the number of HTTP requests less. If Clintons Cards can optimise the level of HTTP requests of their web page, the loading of the contents will take less time, encouraging the online visitors to explore about the range of products offered by the company, increasing the chances of sales in the process.
Content Compression
In order to decorate a page and guide the visitors of the page a better experience, colourful visual contents are used. In case of contents the majority consists of images, pictures and texts. The used images make the web page loading time slower and affecting the satisfaction level of the online visitors. Despite the contents that make the web page slower, web page designers do not...
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