This assessment requires you to critically assess a digital marketing communication of a core product service and evaluate the overall CSR and ethical practices of a global organisation of your choice.
MK7040 Marketing In The Digital Age And CSR Assignment – UK
The assessment is to be written in a report format. Select a Digital Advertisement or Promotional Campaign of your choice. The advertisement must be of a core product (only one product and related ad vertisement to be chosen). Once you have selected an advertisement or promotion you are then required to complete the following parts:
Part 1: Introduction
Briefly identify the chosen organisation. Offer background information followed by identification of the core product service of the chosen organisation for the purpose of this report.
Part 2: In depth evaluation of the effectiveness of digital marketing
Segmentation and Targeting
You are expected to offer an in-depth critical evaluation of the chosen digital marketing communication. Identify the main segment/target market for which this is designed. Also explain is the product relevant for the chosen target market? And what is the Targeting strategy?
This must be focused on the product and the chosen advertisement rather than any other product of the company as different products will have different segments and target markets. Is the segmentation and targeting strategy robust or is their any room for improvement? Is any segment of the market left out?
Positioning and Branding
Assess the positioning and branding strategy adopted by the organisation. For example does the advertisement outline a niche or a premium product? What promotion strategy has been used eg push vs pull? What perception did you get of the brand?
Which digital platform was used? What was the Key Message communicated? What was the purpose of the communication e.g cause-related crisis management etc? What type of appeal did the message have (functional, emotional moral)? What type of communication method was used e.g linear interactive? Could another method or message with different appeal have been more effective? Evaluate and Explain.
Overall comment on how effective and responsible the digital marketing communication was.
Part 3: CSR and Ethical Issues
This relates to how ethical the company overall is For this section of the assessment you will have to critically assess the company over all efforts in sustainability and ethical practices Identify issues with existing practices if any Recommend how their CSR practices can be further improved
Part 4: Conclusion
Clear and concise conclusion summarising the key points of the report without adding any new points.
Your answers should be supported by evidence from the data you collect through your research Your answers should also show how you analysed the data you collected using the marketing theories and concepts and corporate social responsibility concepts you are learning in this module.
Structure Presentation Referencing
o Logical structure
o Consistency with the prescribed presentation format
▪ Text size 12
▪ 1.5 line spacing
o Correct and adequate amount of in-text citations
o Harvard referencing
o Writing quality i.e. critical and formal writing
o Use of Headings and Sub-Headings
Word Count – 4000 Words, 10% ±
Please Note – above word counts are for guidance only and are approximates
Your word count does not include table of contents reference list or appendices You should provide your word count at the front cover you create for your report. Exceeding the word count may result in a penalty of 5% of your mark. If your work is significantly shorter then you probably did not provide the level of detail required.