Following text provides the details of module learning objectives, and inbuilt formative assessment provided to students to assure they stay on track to perform well in their assessment:
Learning objectives (LO):
Critically analyse and evaluate concepts of digital marketing projects which involve online, social media, mobile, and big data and assess their evolution in the digital marketing practices of organisations.
Demonstrate a critical understanding of a range of current digital marketing platforms used by marketers.
Plan, design and execute a digital marketing project.
Audit and evaluate a digital project and critically evaluate its effectiveness against company objectives.
Assessment strategy adopted:
To assure the students are on track with their assessment following formative assessment instructions and steps were provided to students to work on their assessment:
Formative assessment instructions (addressing all learning objectives LO1, LO2, LO3, LO4 ):
In order to assure you are on the right track, it is recommended to create and submit a plan in week 4 or earlier for creating and managing your artefacts, that addresses the following questions:
How am I going to manage the entity’s website?
How am I going to manage the entity’s social media channels?
After creating the website and relevant social media accounts, what kind of content and information I will be posting in order to attract and engage my target audience?
Any other relevant implementation or information…
You will not be marked for this plan but given feedback.
Formative steps provided to students to work on their assessment:
For planning and executing the coursework, you would need to undertake following steps to perform this assignment:
Step 1 Identify the entity and create a plan to execute the digital marketing project
Step 1.0 identify the objective for the project.
In terms of establishing and promoting this entity on digital and social media platforms in addition to the website. You could mention: a. basic website creation and b. visibility as the objective on these platforms
Step 1.1 using search engines find similar websites in the category of that entity
Step 1.2 for instance if a person identifies the entity as himself or herself practicing digital marketing. To find similar website(s), it will be a good idea to search the phrase, ‘digital marketing expert’
Step 1.3 investigate the structure and contents of the similar website found in previous step
Step 1.3.1 create a persona of your target audience. Consider their information needs, demographics, social, geographic analysis
Step 1.4: create a rough layout of the structure of the website that you would want to build for addressing the information needs of your target audience. As a minimum the basic pages would consist of Homepage, About page, Contact page. In addition to these pages you can have relevant category specific pages if you feel you can add relevant information on those pages
Step 2: after creating the website, identify the social media platforms for publishing content to the target audience on these platforms
Step 3: Run periodical checks to check your online visibility. You can use relevant tools like Google analytics, etc.