Project Title Introduction to Digital Marketing

Task 1 – 10th December 4:00pm

Deadline
Task 2 - 6th December 4:00pm (presentation on 9th December)

Submission Aula
Method

Project Staff Ajaz Ali, Samantha Sandilands

Unit Title Introduction to Digital Marketing Level / Term Level 4 / Term 1

DGM20102 Credit / 30 Credits

Unit Code
Weighting %

Unit Leader Ajaz Ali Date of Issue Sep-2021

Introduction to Digital Marketing

BA / BSc (Hons) Digital Marketing / Ravensbourne University London 2020/21

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 Project Brief

Unit Introduction

You are recruited as a “Digital Marketing Executive” for an organisation based in the West Midlands. The company
had always been relying on traditional means of marketing such as advertising in local newspapers, distribution of
leaflets and campaign through local radio as a means to promote their business.

The company is seriously concerned that the local customer base and sales revenues have been declining for past 2
years. The management wants to address the problem immediately otherwise they may need to lay off a number of
employees or even shut down the company.

The spread of Covid-19 virus added further pressure on the marketing team to identify possible ways to reach out to
potential customers and bring back the revenue to at least pre-lockdown levels.
Your role as a Digital Marketing Executive would be to research and gather information related to issues surrounding
Covid 19, shift from conventional to digital and add the following to your portfolio report:

Task 1 – Portfolio report – 40% Submission 10th December 4:00pm

You are required to:

• critically analyse and evaluate the key elements of the marketing function and how they interrelate with
other functional units within your selected organisation.
• evaluate the reasons for decline in customer base in that particular sector with real life examples (pre-and
post Covid-19)
• provide a comparison of digital & traditional marketing in that sector
• analyse the factors that are contributing digital marketing growth
• examine possible Digital Marketing Strategies for the organisation

Task 2 – Presentation – 60% Submission 6th December 4:00pm – presentation on 9th December

• Identify various channels for Digital Marketing and give your recommendations
• evaluate the effectiveness of marketing techniques that are adapted by various competitors.
• with the help of market research and planning techniques, design a marketing plan that applies the use of the
7Ps to achieve overall marketing objectives of the company.
• research emerging technologies for digital marketing and how they could be used by this company.

BA / BSc (Hons) Digital Marketing / Ravensbourne University London 2020/21

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 Essential Reading List –- Harvard referenced

Kotler, P., Armstrong, G., Harris L. and Piercy, N. (2016) Principles of marketing. 7th European edition. Harlow:
Pearson.

Kingsnorth, S. (2019) Digital marketing strategy: an integrated approach to online marketing. 2nd edition. London:
Kogan Page.

Other useful information

Your report should be referenced using the Harvard referencing system. Please also provide a bibliography using the
Harvard referencing system.

You can select a sector of your choice e.g. A local bike company, a small insurance company, a retail business,
solicitors, tradesperson etc.

6th January
Assessment and
tutor feedback
date

BA / BSc (Hons) Digital Marketing / Ravensbourne University London 2020/21

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 Unit Learning outcomes (including relevant principle from Mindsets and Skillset, from Unit specs)

LO_1 To understand marketing objectives and relevance to the organisation

LO_2 To understand various marketing strategies and techniques

LO_3 To apply market research and planning techniques

LO_4 To research disruptive technologies for digital marketing

LO_5 To analyse how digital marketing may have changed traditional brick and mortar business models

Assessment Criteria

Examine possible digital marketing strategies and channels for a given scenario or based on case
AC_1
studies (LO1)

Critically analyse and evaluate the key elements of the marketing function and how they
AC_2
interrelate with other functional units of an organisation (LO4)

AC_3 Evaluate the effectiveness of various marketing techniques (LO1)

Apply market research and planning techniques and design a strategic marketing plan that applies
AC_4
the use of the 7Ps to achieve overall marketing objectives (LO5, LO6)

AC_5 Research emerging technologies for digital marketing (L01)

Assessment Methods and Tasks

More detailed assessment tasks to be specified in the brief

Submission Weighting %
Assessment tasks
Method

Portfolio Report Moodle 40%

Marketing Plan Presentation Moodle 60%

BA / BSc (Hons) Digital Marketing / Ravensbourne University London 2020/21

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 The Five Principles

The Five Principles underpin the Mindsets and Skillsets Manifesto and are the foundation upon which all course
curriculum frameworks and unit specifications are based. The relevant Principles as stated below have been mapped
against the Learning Outcomes relevant to each course unit and at each level (see Programme Specifications for full
description of the Five Principles):

Cultivate Where the individual thrives.

Collaborate Where the individual evolve.

Integrate Where education engages industry.

Advocate Where purpose meets practice.

Originate Creativity meets technology.

Submission Regulations

Students who miss the deadline or fail this project will be required to complete a retrieval project which
demonstrates that the learning outcomes have been achieved.

Students should be aware that retrieval submissions are capped at a bare pass grade, (D-) unless the extenuating
circumstances panel uphold an evidenced application.

The deadline for retrieval submissions will be determined at an Assessment Board.

BA / BSc (Hons) Digital Marketing / Ravensbourne University London 2020/21

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