Learning Outcomes:

On successful completion of this project, the learner will be able to:

1. Demonstrate an understanding of the theoretical foundations of digital marketing.
2. Demonstrate an understanding of the digital marketing environment, tools and techniques.
3. Demonstrate an understanding of the way that these can be applied in practice

The Task:

Your choice of Digital Marketing topics (select one of these):

1. E-CRM choices:
   • Using DM tools to engage customers, gamification, acquisition’ or retention
2. Website choices:
   • Website design/structure, user experience, customer conversion, or landing pages optimisation
3. Social media choices:
   • Social media advertising, content strategy, or page/ site optimisation

Part A: Review of the theory

Analyse the topic using academic sources (textbooks, and at least 5 literature articles), and write an essay discussing some of the key themes, issues, or challenges. Critical reading is part of academic study and requires you to not just passively read a text, but also to reflect and consider the content. To do this well, a structured approach such as the following can be helpful:

• Outline of the key arguments or ideas
• Consider these critically, how do they apply to the theory/topic?
• Are there conclusions that can be drawn from this?
• Consider insight, recommendations and implications of the theory for brands and / or organisations.
• Identify what you found interesting or surprising about your findings.

Refer to the document ‘Introduction to Academic literature’ as a guide to sourcing and using literature/theory, and avail of the opportunities for formative feedback.

The following qualities of the essay will be evaluated: Depth of discussion of the theory, the range of aspects of this theory, and how well you have analysed this. Clearly this is influenced by how well you researched the topic, the variety and quality of the sources you used etc. Overall structure (headings, argument flow) and presentation of the essay will also be evaluated.

Part B: Context digital artefact: Blog Post, video/audio cast, website or infographic:

In this section, you should demonstrate the theory (from Part A) in practice, through the medium of a digital element, such as a blog post, video/audio cast, website or an infographic. A rational/explanatory sheet can be helpful for image-based artefacts (Infographics).

Firstly, research the practice and implementation of the activity, and then some examples of other blogs, videos, podcasts, websites or infographics in this field. Useful sources are included in Brightspace, to help you to research the appropriate style for your preferred medium. Ensure that any content used is original – except where referenced.

You may decide to focus on one aspect of the tool or activity from Part A. Consider the following:

• Identify a clear target market for your piece: You could target either small businesses who are new to the digital environment (a ‘how-to’ guide) or consumers.
• What information are they seeking, what is important, how to engage them, encourage them to visit your site again.
• What example(s) or case would be useful in explaining the activity – have your examples of best practice, or of what not to do?

Evaluation: It will be graded under the following headings:

Content: Theoretical foundations – evidence of understanding of the theory (as discussed in Part A) underpinning this topic, references/attribution of sources

Example: case example(s), and illustration of the topic: relevance, links: in other words, a brand implementing the theory well.

Students use technology: expertise, appeal.

Target market: appropriate style for your target audience: engaging style/voice / visually appealing, relationship building.