In this coursework, you are asked to write a 2000-word report using the following guidance:
Using the same brand as selected in Coursework-1, your report is to propose a new strategic
digital marketing approach to improving and enhancing their existing marketing activities.
Consider that there is no one right answer or approach; and it is unlikely that you can present a
detailed marketing campaign plan. Therefore, at this stage presenting a compelling, competitive,
and evidence-based ‘big idea’ critically is crucial and required.
You have the freedom to focus on specific aspects of digital marketing, in order to avoid
presenting a shallow answer. So, for example you may wish to focus on a social media advertising
campaign linked to reinforcing top-of-the-mind brand awareness and emotional preference; or
native influencer and celebrity rich content to enrich the brand personality through association;
or digital cause-related marketing and events sponsorship using immersive Virtual Reality (VR) or
Augmented Reality (AR) to enhance the brand experience.
You are expected to discuss all relevant and emerging digital technology tools, methods and
solutions that are applicable to ensure the success of your customer engagement plans in
sufficient detail. These include the technologies you have studied in your lecture sessions: e.g.,
natural language processing, digital personal assistants, in-store analytics, AI, SEO, behaviour
analysis, data visualisation, text analytics, facial expression analysis, blockchain techniques, etc
are to name a few only; but think bigger and wider.
A key focus of this report is to present a novel approach, whilst capturing the essence of a
strategic imperative spearheaded by Digital Marketing – using stepwise and layered narratives. A
clear case, rationale and story should be presented, which is grounded in evidence and strong
conceptual arguments.
Furthermore, you should make use of technical terms appropriate for a marketing professional,
and at every stage link findings to relevant theory, academic thinking and current news stories.
