Module Code: CSU 601
Module Title: Digital Strategy Marketing
Assessment Title: Part One – Digital Marketing Strategy Evaluation Report
Module Learning Outcomes Addressed
- Analyse digital marketing strategies integrating content marketing, social media, SEO, email marketing, and digital advertising based on an examination of market trends and online consumer behaviour.
- Evaluate the effectiveness of digital marketing campaigns using analytics tools, interpreting campaign data to optimise future marketing efforts and improve ROI.
- Investigate the effects of emerging technologies like AI, AR/VR, and blockchain on digital marketing and content creation, and adapt to these technologies to maintain competitiveness in the digital marketing field.
- Plan work and work independently to undertake independent critical analysis of digital marketing performance and strategic direction.
Task
You are required to write a 1,000-word report (±10%) evaluating the current digital marketing campaign of a real-world organisation of your choice.
Your report should:
- Provide a concise overview of the selected organisation and its market positioning.
- Critically analyse the organisation’s current digital marketing activities across key channels (e.g., social media, SEO, content marketing, email, paid advertising).
- Evaluate the effectiveness of these activities using observable metrics or publicly available data (e.g., engagement rates, follower growth, website traffic, campaign reach).
- Discuss how well the campaign aligns with current market trends and consumer digital behaviour.
- Identify strengths, weaknesses, and opportunities for improvement, supported by relevant digital marketing theory and frameworks.
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