Word Count : 4000 words
Assessment Brief
This assessment requires you to develop a Marketing strategy in the Digital age for a company of your choice, and critically appreciate their existing CSR and Ethical practices, identifying areas for further improvement and recommend an update to its CSR and ethical practices.
The assessment is to be written in a report format. You are required to select a Company for which you will create a marketing strategy in the digital age for the next upcoming 12 months. The choice of company must be clear within the Introduction part of the report. You cannot create/choose a fictitious company. Once this step has been completed, you are then required to complete the following parts:
The Report is divided into two parts. The first part requires you to choose a company of your own choice and create an effective Marketing strategy in the digital age, for the next upcoming 12 months. And the second part requires you to critically evaluate the existing CSR and ethical practices of your chosen organisation and identify areas which need further improvement. Make recommendations of how company can incorporate sustainability and ethical practices.
Part 1: Create an effective Marketing Strategy in Digital Age
- Introduction (5%) (350 words)
This part requires you to provide a brief background information of your chosen company. Relevant data and statistics can be provided in this section for the company. In this part you are required to create a proposed advertisement plan for an existing or fictious product. This has to be short and precise. Lastly, identify the medium on which the advertisement will be communicated.
You can use illustrations to show any possible advertisement. Only images, no videos.
- Segmentation and Targeting (10%) (500 words)
You are expected to provide an in-depth explanation of the Segmentation and Targeting process in this section. Identify the main relevant segments and chosen target market for which the advertisement is created for. Identify the targeting strategy which will be used to reach out to your chosen target market/markets.
- Positioning and Branding (20%) (800 words)
Identify the positioning and branding strategy taken on board. Discuss what kind of brand image is being created, how is the brand positioned in the minds of the consumers. What basic/functional/utilitarian needs are being met? What is the differential position which will be adopted by the brand. Create a clear positioning statement. Make use of positioning map to identify your competitors and how they have positioned themselves in the minds of consumers. Choose your differential strategy. How will you create brand awareness online. What kind of brand personality would your brand reflect? Does the brand use any ambassadors/brand advocates to promote its product? Discussion must be backed up by justifications for chosen decisions.
- Communication Strategy (20%) (800 words)
Use this section to evaluate the communication strategy of the organisation. The evaluation can include the following points below:
- Which digital platform/platforms are being used?
- Is the digital platform used by the target market?
- Advantages/disadvantages of chosen medium
- Is the Key Message successfully and effectively communicated?
- What is the purpose of the communication, (e.g cause-related, crisis management, brand awareness etc)?
- What type of appeal does the message have (functional, emotional moral)?
- What type of communication method is being recommended, e.g linear, interactive?
- Identify the online Value Proposition
This section should create a complete marketing plan for the digital age which incorporates all the key elements of designing an effective marketing strategy which is in line with the company’s objectives and would help achieve its vision.
Part 3: CSR and Ethical Issues
- Ethical Issues (30%) (1200 words)
This relates to how ethical the company is. For this section of the assessment, you will have to critically assess the company’s overall efforts in sustainability and ethical practises at present. Identify issues with existing practices, if any. Recommend how these CSR practices can be improved.
As a part of the assessment, you can also cover whether the products manufactured are ethically manufactured. If the products are recyclable at end of life and similar issues.
Part 4: Conclusion
- Overall Conclusion (5%) (350 words)
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 (10%)
- Logical structure
- Consistency with the prescribed presentation format
- Text size 12
- 1.5 line spacing
- Correct and adequate amount of in-text citations
- Harvard referencing
- Writing quality i.e. critical and formal writing
- Use of Headings and Sub-Headings