Module Code: BMP6008

Module Title: Integrated Digital Marketing Strategy

Assignment type: Individual Report – 40% (2000 words)

Assessment Task:

Please choose a well know (Brand) large company, you will create a report that critically evaluate the strengths and weaknesses of various marketing communication elements produced by a selected company. Additionally, you will reflect on the Digital Marketing Skills you have developed throughout this Course (BMP6008)

Please include the following elements:

Background:

• Briefly describe the company’s industry, target market, and overall marketing goals.
• Provide an overview of the campaign’s objectives, target audience, and key messages.

Analysis and Evaluation:

1. Messaging:
   • Evaluate the clarity, relevance, and persuasiveness of the campaign’s messaging.
   • Assess how well the messaging aligns with the company’s brand identity and target audience’s needs.
   • Analyse the use of language, tone, and imagery in conveying the message.
2. Targeting:
   • Evaluate the accuracy and effectiveness of the campaign’s targeting strategies.
   • Assess how well the campaign reached the intended audience and avoided wasting resources on irrelevant segments.
   • Analyse the use of demographics, psychographics, and behavioural targeting techniques.
3. Media Selection:
   • Evaluate the appropriateness of the media channels used for the campaign.
   • Assess the effectiveness of the media mix in reaching the target audience and achieving campaign objectives.
   • Analyse the use of traditional media, digital media, or a combination of both.
4. Creative Execution:
   • Evaluate the creativity, originality, and effectiveness of the campaign’s creative elements (e.g., advertising, content, design).
   • Assess how well the creative elements align with the campaign’s messaging and target audience.
   • Analyse the use of storytelling, humour, or other creative techniques.
5. Skills Development:
   • Reflect on your own skills development throughout the BMP6008 course.
   • Identify areas where you have improved your knowledge and skills, such as critical thinking, analysis, and digital marketing skills.
   • Discuss any challenges or areas for further development for your professional career.

Conclusion:

• Summarize your key findings and reflections.
• Provide recommendations for developing your digital marketing communication skills.

This is an individual piece of work and is worth 40% of the module mark.

Critically reflect on skills that you have developed during delivering this module.

(Keep a ‘Learning Log/Journal’ to aid you with the reflective practice)

Your report should be produced in a professional report style and should contain no more than 2000 words excluding the references and appendices sections.