Assignment Information

1. Collect and critically review relevant academic and practitioner literature, materials, assets, and artefacts to inform the development of a digital marketing portfolio.

2. Create and manage a digital portfolio comprising a range of digital marketing activities and artefacts (e.g. website design and development, content management, integration of several social media platforms, outline
strategic digital marketing plan, digital marketing artefacts).

3. Critically assess the portfolio of digital marketing activities and artefacts.

This is an INDIVIDUAL assignment.

Chapter 1: Digital Marketing & Communications Portfolio Plan

Introduction: provide a rationale for your project; introduce your chosen industry/market context, organization/company; explain your marketing/communications challenge and focus. The recommended campaign period is between 3 – 6 months.

Review: collect and critically review relevant academic and practitioner literature, materials, assets and artefacts to inform the development of a digital marketing portfolio with appropriate illustrative appendices.

Select the key contemporary marketing theory(ies) or framework(s) that will underpin your plan and portfolio, and explain how they will be applied.

Plan: using a digital marketing and communications planning framework of your choice, create a digital marketing and communications plan designed to achieve specific digital marketing objectives for your chosen organization/ company. The plan must be appropriate to the context in your introduction, and the selected marketing theory(ies) or framework(s) must be used explicitly to underpin aspects of the plan/portfolio.

Chapter 2: Digital Marketing Artefacts

Produce a minimum of three (3) distinct sets of artefacts to support the planned digital marketing and communications objectives and strategy. These artefacts are essentially visual mock-ups that illustrate your campaign ideas. Each set may be segregated either by selected channels or target audience groups (to be discussed and finalized during the tutorial sessions).

Pay close attention to the curation of any copywriting and/or marketing taglines, the selection of appropriate imagery, the alignment of colors and logos to the chosen company’s existing branding guidelines.

Chapter 3: Artefacts Justification

Explain and justify how each artefact will play an effective role within the digital marketing and communications plan, contribute to objectives and KPIs, and link with your selected underpinning theory(ies) or framework(s).