Unit learning outcomes:Demonstrate the following knowledge and understanding
1.Traditional and new digital marketing communications disciplines and the manner in which these are deployed, dependent on the brand and the target audiences.
Demonstrate the following skills and abilities
2.Newer methods of marketing/communications and develop an integrated marketing communications plan utilising digital methods.
MAR021-2 Marketing Communications In The Digital Age Assignment-Bedfordshire University UK.
What am I required to do in this assignment?
a.Studifuel are a healthy lifestyle box for students operating in the UK and Europe. They offer a monthly box of healthy snacks, vitamins, fruits & teas all in one box for students delivered right to your door. They have been growing over recent times In order to aid their expansion plans they have hired you as a digital Marketing Consultant.
b.Your role is to help Studifuel to reach new targets and users as well as retain their existing customers by developing a digital marketing communications plan that will help them with strategy implementation.
What do I need to do to pass? (Threshold Expectations from UIF)
- Analyse a range of case study material relating to promotional strategy.
- Apply models of communication and consumption to self-selected scenarios.
How do I produce high quality work that merits a good grade?
We will be filling this section in together in class on Click or tap to enter a date. make sure you have downloaded/printed out the Assignment Brief and bring it to the session with you.
MAR021-2 Marketing Communications In The Digital Age Assignment-Bedfordshire University UK.
Look at marking grid
Structure- adopt communication plan structure Identify task and subject to proceed with Who is the target market? What Platforms/ channels in terms of media will you use and justify based on your target and segment Customer need, meet those needs and develop the communications strategy around that Theories that you want to apply e.g. AIDA/ marketing mix Methods of analysis- identify the target audience/ then tailor accordingly Consider the Customisation elements based on customer/ strategy/ box References at end/ citations through out. Conclusion/ summarise and draw a short conclusion Don’t use first person/ use third person. How is the company positioned against the competitors. Make sure it makes sense and has been proof read Use theory and follow the brief. Use theory without paragraphs of definitions Good structure- intro/ objectives/ strategy- segmentation/ targeting/positioning/ communications and media channels/ budgeting (possibly in appendix) monitoring and control Referencing and in-text citations Clarity about objectives- SMART Build arguments based on research- target audience and why you are using those media channels. Think about different generations- GEN Z and Millenials. Consider influencers.
How does assignment relate to what we are doing in scheduled sessions?
The report is based upon what is delivered in the lectures. Each week’s content that is presented from week one to week six is vital for answering the question in the report. The report should particularly focus on specific themes that have been introduced and presented in the first half of the unit which will include:
MAR021-2 Marketing Communications In The Digital Age Assignment-Bedfordshire University UK.
- Communications theory
- Marketing planning
- Segmentation, Targeting, Positioning
- Communications and marketing mix
- Advertising/ PR
All of these themes will be taught in the lectures and you will be expected to critically analyse all and apply to the chosen case study.
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