Digital Marketing and Communication Assignment

Introduction
This assignment consists of FIVE (5) tasks and accounts for 100% of the overall mark for this
unit.
Assignment Notes
In this assignment you will persuade an international brand to employ you as their digital
marketing strategist by writing a report that outlines an integrated digital marketing strategy.
• • You must complete all FIVE (5) tasks in this assignment
• • The total assignment should be 4,000 words including Tasks 2-5 but excluding; Task
1, the bibliography and the appendix. Please limit your appendix to 4 pages.
• • Please submit your assignment as ONE (1) document.
Before you begin the assignment, there are some preliminary tasks you must complete.
Selecting a brand
Choose a brand that is famous in one country or globally, so there is plenty of published
information about it which can be found by web search.
Check that the brand has a strong online presence including via social media.
Choose a brand that you find interesting or which you already know something about. This will
help motivate you and may lead to some good insights which will improve your assignment.
Reviewing the job advert
Imagine that this job advert is for the brand you have chosen. You are trying to persuade the
brand you have chosen to employ you as their digital marketing strategist. Read the following
job advert very carefully and make sure your report meets their requirements.
Head of Digital Marketing - Up to £100,000
Looking for something new and exciting to get your teeth into? Join an international team for a
well-known brand as their talented Head of Digital Marketing! In order to stay on top of their
game, they are now looking for a forward-thinking Head of Digital Marketing to take the reins
and dominate their overall marketing strategy.
The fundamental objective in this role is to drive the continued success of the company’s online
marketing activity to achieve increased customer acquisition, retention and brand awareness
with excellent ROI. Have you got what it takes? Keep reading…
Main Roles and Responsibilities of the Head of Digital Marketing:
• • outline the customer acquisition and retention strategies for the business and track
performance against clear targets.
• • accountable for the ongoing development of all campaigns across CRM, PPC,
Affiliates, SEO, Social and other online channels.
• • work with external agencies for Affiliates, Display, SEO and Paid Social.
• • liaise with main suppliers and brands to maximise the potential of joint marketing
campaigns.
• • utilise web analytics tools to drive the business forward and improve overall customer
profitability.
• • produce reports for senior members of the team, making recommendations for
improvements.
Page 3 of 7 Digital Marketing and Communication © NCC Education Limited 2019-2022
• • ad-hoc project management responsibilities working closely alongside the technical
development teams.
If you are interested in this role, produce a fully referenced 4,000 word report outlining your
integrated digital strategy for our business.
We are a research led, data driven company so we want to see that you have; exceptional
skills, knowledge and understanding of the cutting edge academic theory in this field, have
researched our business thoroughly, and can write a convincing, well supported strategy that
will help us reach new heights of success and profitability.
NB: The following task are written as if by the brand you have chosen. When the task
says ‘we’ or ‘our’ that refers to the brand you have chosen.
Assignment
Write a 4,000 word report that addresses the following tasks:
Task 1 Overview
Clearly identify and give a 200 word overview of the brand you have chosen at the beginning of
your assignment. Name the brand, state which area(s) you’ll focus on, and give an idea of their
product range/ marketing focus/ revenue and any other relevant information. You will not be
marked on this overview nor is it included in your word count, but it is a mandatory part of your
assignment and will give your examiner the context they need to assess your work. See
guidance for students for an example.
Task 2 Understanding our Customers 25 marks
Critically assess how our customers are changing and what we need to learn about them.
Propose how we should capture and analyse customer data to understand levels of
engagement with our campaigns and products.
Task 3 Marketing Mix 25 marks
Analyse the marketing tools and techniques available and give a fully justified recommendation
of which tools and techniques we should employ. Focus on the perfect marketing mix for us,
explaining your choice of digital marketing channels and how these will be managed to enhance
customer experience.
Task 4 Strategy and Activities 25 marks
Outline a set of objectives linked to a fully justified ONE (1) year multi-channel strategy that
allows for a flexible, creative and responsive approach to campaigns. You should include a
timeline of activities.
Task 5 Measuring and Monitoring 25 marks
Provide KPIs to monitor, measure and manage the strategy, linked to our key objectives. Give clear,
detailed methods to achieve useful monitoring, measuring and management.

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Introduction

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