Module Name: Marketing Analytics

Module Code: MKT741

Module Coordinator: Saud Ahmad

Coursework 2: Podcast Script

Prepared By
 MKT 741 Digital Marketing Communications. 2022-23
Audio Podcast Assessment
Podcast Show Notes

Student Name: Shah Md. Jakaria

Date: May 5th, 2023
Podcast Title: A Journey to Digiland!

Podcast Outline:

The podcast uses Gibbs' (1988) reflective cycle to reflect on the learning process for the
Digital Marketing module and the group work experience. Gibbs' reflective model is divided
into stages, each of which requires you to answer a series of questions in order to delve as
deeply as possible with your reflections (Brown, 2022). Gibbs recommends the following
stages: description, feelings, evaluation, analysis, conclusions, and action plan. This model's
goal is to organize reflections and separate emotions (Brown, 2022). The topics that are
covered in the podcast are as follows:

Topics Covered in the Podcast:

1. Critical reflection on the learning experience of the overall course module
2. Critical reflection on the group coursework experience

Topic 1: Critical reflection on the learning experience of the overall course module

Questions Addressed
1. How did you find your overall learning experience?
2. What did I enjoy and find most helpful?
3. What do I hope to learn from this experience?
Empirical Resources cited/quoted

● Alexander, L. (2022) The who, what, why, & how of Digital Marketing, HubSpot
Blog. HubSpot. Available at: https://blog.hubspot.com/marketing/what-is-digital-
marketing (Accessed: May 5, 2023).
● Allas, T. et al. (2021) Opportunities for UK businesses in the Net-Zero Transition,
McKinsey & Company. McKinsey & Company. Available at:
https://www.mckinsey.com/capabilities/sustainability/our-insights/opportunities-for-
uk-businesses-in-the-net-zero-transition (Accessed: May 5, 2023).
● Brown, N. (2022) Reflective model according to Gibbs, nicole-brown.co.uk.
Available at: https://www.nicole-brown.co.uk/reflective-model-according-to-gibbs/
(Accessed: May 5, 2023).
● Chaffey, D. and Ellis-Chadwick, F. (2019). Digital Marketing: Strategy,
Implementation and Practice. 7th ed. Harlow, England: Pearson, pp.9–10.
● Uță, I.-C. (2022) Porter's five forces analysis of the IT industry, Porter’s Five Forces
analysis of the IT industry. Available at: https://brandminds.com/porters-five-forces-
analysis-of-the-it-industry/ (Accessed: May 5, 2023).

Topic 2: Critical reflection on the group coursework experience

Questions Addressed
1. How did you find working in groups in general?
2. What was successful and what wasn't?
3. In the future, what would I do differently when working in a group?
Empirical Resources cited/quoted

● Chaffey, D. and Smith, P. (2017). Digital Marketing Excellence: planning,

Optimizing and Integrating Online Marketing. 5th ed. London; New York Routledge.
pp. 368-382
● Climax Community (2023) About Us, Climax Community. Available at:
https://climax.community/about-us/ (Accessed: May 5, 2023).
● MIT Technology Review Insights (2023) Digital technology: The backbone of a net-
zero emissions future, MIT Technology Review. MIT Technology Review. Available
at: https://www.technologyreview.com/2023/03/08/1069473/digital-technology-the-
backbone-of-a-net-zero-emissions-future/ (Accessed: May 5, 2023).
● Statista Research Department, (2023) Topic: Digital Marketing in the UK, Statista.
Available at:
https://www.statista.com/topics/4019/digital-marketing-in-the-uk/#topicOverview
(Accessed: May 5, 2023).
● Pendleton, David, and Adrian F. Furnham. Leadership: All You Need to Know 2nd
Edition, Palgrave Macmillan UK, 2016. ProQuest Ebook Central,
http://ebookcentral.proquest.com/lib/ulster/detail.action?docID=4720198. Created
from ulster on 2023-05-05 21:13:43.
● Gutterman, Alan S.. Practicing Leadership, Business Expert Press, 2019. ProQuest
Ebook Central, http://ebookcentral.proquest.com/lib/ulster/detail.action?
docID=5736196. Created from ulster on 2023-05-05 22:31:34.

Documentation
Podcast Script

Welcome to the Digital Marketing Communication Podcast. My name is Shah Md. Jakaria.
Currently, I am doing my MSc in Marketing at the Ulster University.

In the first part of the podcast, I will be discussing my overall learning experience on the
course module itself. Then in the 2nd part, I will share my experience on the group project.

The critical reflection will be conducted through the lens of Gibb’s reflective cycle where I
will be covering the topics in 6 stages that are - description, feelings, evaluation, analysis,
conclusion, and action plan.

Topic 1: Critical reflection on the learning experience of the overall course module

Let’s look at the first topic which is - Critical reflection on the learning experience of the
overall course module.

Description:

● The module was designed to build an overall understanding of how innovative Digital
Marketing communications can develop marketing and business decision-making.
● The module helped students to demonstrate the ability to undertake digital marketing
projects and carry out practical marketing tasks using the correct decision-making
techniques
● It is also intended to develop skills in the efficient application of digital marketing
technology to address difficulties in business and creatively communicate corporate
ideas and outcomes.

Feelings:
The transition to the new learning settings wasn't simple. I was concerned about what might
happen to me as expectations were high since this was the 2nd semester. But things rapidly
became delightful as a result of the excellent course instructors. The seminar sessions were
enjoyable, and the classes were enlightening.

Evaluation:

Overall, it was a very worthwhile learning experience. In addition to applying the

conventional marketing theory, I learned a more organized and integrated approach to
creating a digital strategy. The content marketing lectures intrigued me the most because they
covered relevant strategies, relevant approaches, and the customer journey in a digital
spectrum.

Analysis:

Before enrolling in the marketing program I had 8 years of professional experience in the
eCommerce sector. I was able to relate the theoretical knowledge to my professional
experience and was able to understand more about digital marketing in real business
scenarios.

Conclusion:

I have gained a thorough understanding of digital marketing tactics as well as the ability to
think critically after taking the course. SOSTAC, PESTLE, Porter's Five Forces, Customer
Persona, Value Proposition, Business Model Canvas, and Marketing Mix are among the
important frameworks that I have learned and applied to create a feasible digital marketing
campaign for a business.

Action Plan:

Now I will be more prepared for my other courses thanks to the experience I have gathered
from completing this module. I have increased confidence in my capacity for critical thought,
idea production, and teamwork, all of which will be crucial to my future professional career.

Topic 2: Critical reflection on the group coursework experience

Let’s move on to the 2nd part of the podcast where I will be sharing my experience on the
assigned group project.

Description:

For the group project, the first thing we did was to form a group and appoint roles among the
team members. I was appointed the as the group leader by the team members. I developed the
meeting strategies and assigned tasks to the team based on their strength and weaknesses. I
was already aware of the team members' strong and weak points since I already worked with
them before. We followed the project structure shared in the module and assigned tasks
among ourselves. I also conducted periodic meetings to discuss the progress of the project.

Feelings:

At first, I was stressed but at the same time in self-control since I had trust in the ability of
my teammates. I was happy to work on a project of this magnitude and feel proud to have
accomplished such a daunting task successfully. Overall I am satisfied with the level of work
we have been able to produce as a team.

Analysis:

As mentioned in the book of Gutterman and Alan, I followed the core roles and activities of a
leader where I defined the objectives, communicated the overall vision for the project,
designed the structure of the project, oversaw the progress and checked on the morale of the
team by keeping in touch with every member of the team.

Conclusion:
As stated in the book of Pendleton, as a leader I was able to positively influence the team
through my leadership. And overall, was able to generate a positive outcome for the project.

Action Plan:

In the future, I will be more proactive to undertake the role of leadership and will develop the
skills necessary to be a successful leader to lead big projects with confidence.

Appendix: Meeting Notes

1. Meeting details

Location: Ulster University. London Campus

Date: 30/01/2023

Time: 02:30 pm

Attendees: Shah Md.Jakaria, Jalpaben Soni, Munjeer, Indreajit, yuqie, Gulzar

Agenda

Group formation

Next meeting

Location: Online via Webex

Date: 02/02/2023

Time: 11:30 am

2. Meeting details

Location: Online Via Webex

Date: 02/02/2023

Time: 11:30 am

Attendees: Shah Md.Jakaria, Jalpaben Soni, Munjeer, Indreajit, yuqie, Gulzar

Agenda

Deciding on the group leader and analyzing the data's digital marketing websites

Decisions

Shah Md. Jakaria was chosen to serve as the group's leader, and with the help of
Saud Sir, we are familiar with various digital marketing tools like Semrush, Hubspors,
and Passport for gathering data online for assignments.

Next meeting

Location: On Campus

Date: 06/02/2023

Time: 02.30 pm
3. Meeting details

Location: On Campus

Date: 06/02/2023

Time: 2:30 pm

Attendees: Shah Md. Jakaria, Jalpaben Soni, Munjeer, Indrajit, yuqie, Gulzar

Agenda

Examine and discuss the Professor's suggested assignment structure as well as the
module evaluation, which are both shared in a Google Drive folder.

Tasks Responsibl Deadline

e

Read the suggested structure as well as the All 09/02/202

assignment brief to ensure that we all understand 3
what is expected.

Upload pertinent information, including examples and Jakaria

academic materials, to our Google Drive shared 09/02/202
folder. All 3

Read the SOSTAC and RACE models to understand

how the assignment will be structured.
09/02/202
3

Next meeting

Location: On Campus

Date: 13/02/2022

Time: 4:30 pm

4. Meeting details

Location: On Campus
Date: 13/02/2023

Time: 4:30 pm

Attendees: Shah Md. Jakaria, Jalpaben Soni, Munjeer, Indrajit, yuqie, Gulzar

Agenda

Examine the assignment structure to ensure that everything is obvious.

Discuss the assignment specifications.

Answer queries and clear up any confusion.

Decisions

Work distribution

Share individual progress in the Google Drive folder so that we can see everything in
real time.

Tasks Responsible Deadline

Keywords research Munzeer 20/03/2023

Statistics Data Yueqi

Competitor Analysis: Social Media JAlpaben

Company Overview Jakaria

Changes required for the company Gulzar

Collect climate communities data from different All group

sites and platform member

Next meeting

Location: WhatsApp call

Date: 28/03/2023

Time: 12:00

5. Meeting details
Location: WhatsApp call

Date: 28/03/2023

Time: 01:00

Attendees: Shah Md. Jakaria, Jalpaben Soni, Munjeer, Indreajit, yuqie, Gulzar

Agenda

Review the keyword research

Review the individual work done

Review the company details

Decisions

New work allocation

Tasks Responsible Deadline

Data collection for the SOSTAC,RACE,TOWS Jakaria, Munzeer 03/04/2023

frameworks
Jalpaben,Gulzar
Consumer Decision Journy
Yueqi,Indrajit
Introduce customer and competitor analysis

Next meeting

Location: WhatsApp call

Date: 03/04/2023

Time: 2:00 pm

6. Meeting details

Location: WhatsApp call

Date: 03/04/2023

Time: 2:00 pm

Attendees: Shah Md. Jakaria, Jalpaben Soni, Munjeer, Indreajit, yuqie, Gulzar

Agenda
Review the individual work done

Decisions

New work allocation

Tasks Responsible Deadline

Literature review Munzeer O8/04/2023

SOSTAC Munzeer

SEO Munzeer

TOWS ,PESTEL, Porter’s 5 forces Jakaria

Situation Analysis Yueqi

Benchmark Analysis Yueqi

Website traffic Yueqi

Competitors Analysis Jakaria

Environmental Auditing Yueqi

Next meeting

Location: WhatsApp call

Date: 05/04/2023

Time: 6:00 pm

7. Meeting details

Location: WhatsApp call

Date: 05/04/203

Time: 6:00 pm

Attendees: Shah Md. Jakaria, Jalpaben Soni, Munjeer, Indreajit, yuqie, Gulzar

Agenda
Review the individual work done and new allocation

Decisions

New work allocation

Tasks Responsible Deadline

Objectives and Strategy Indrajit 09/04/2023

Segmentation

Targeting and Buyer Personas

Positioning

Content Themes and Consumer

Personas
Jalpaben
Tactic Selection

Customer Journey

Social Media Marketing

Content Marketing

Influencer Marketing

Action and Control Planning Gulzar

Next meeting

Location: WhatsApp call

Date: 09/04/2023

Time: 12:00 pm

8. Meeting details

Location: WhatsApp call

Date: 09/04/2023

Time: 12:30 pm
Attendees: Shah Md. Jakaria, Jalpaben Soni, Munjeer, Indreajit, yuqie, Gulzar

Agenda

Review the individual work done

Decisions

New work allocation

Tasks Responsible Deadline

Email Marketing design Munjeer 17/04/2023

Content Marketing and SEO All group member

Influencer Marketing Jalpaben

Next meeting

Location: on Campus

Date: 17/04/2023

Time: 4:30 pm

9. Meeting details

Location: on Campus

Date: 17/04/2023

Time: 5:00 pm

Attendees: Shah Md. Jakaria, Jalpaben Soni, Munjeer, Indreajit, yuqie, Gulzar

Agenda

Review the individual work done

Decisions
After viewing the sample, we discovered that our assignment needs some revisions,
and the assigned task still needs additional specifics.

New work Allocated

Tasks Responsible Deadline

Benchmark Yueqi 19/04/2023

APP development process Indrajit

APP Functionalities Mock-up Jakaria

Control and Action Plan Gulzar

Next meeting

Location: On Campus

Date: 20/04/2023

Time: 1:30 pm

10. Meeting details

Location: On Campus

Date: 20/04/2023

Time: 1:30 pm

Attendees: Shah Md. Jakaria, Jalpaben Soni, Munjeer, Indreajit, yuqie, Gulzar

Agenda

Review the final version of the report

Decisions

Proceed with the last checks to submit the report on Blackboard

Tasks Responsible Deadline

Include self-peer assessment All 20/04/2023

Check references and technical requirements Yueqi,

Munzeer,Gulzar

Download the final version as Microsoft word

document Jakaria

Organise tables and images in the Microsoft

word document final version
Jalpaben, Indrajit
Submit the report on Blackboard
Yueqi