Individual Digital Marketing Assignment Plan – Case Study Analysis Report


Words: 3000


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Assessment task details and instructions

You are required to prepare a report that demonstrates your ability to use data and analysis as part of a digital marketing strategy for the company


Every section should be corroborated by valid and current literature, well referenced. Critically analyse the current literature on the subject and present justification and critical evaluation of the relevant theories related to the task.

Clear justification of the approaches adopted and

Integration of multiple data sources to back up points (references in each paragraph).

You should use a good range of journals, books and web pages as references but mainly focusing on the use of academic sources.


Your tasks are:


  1. Undertake an analysis of the company. This includes an external analysis (macro and micro environments)
  2. Identify and explain the Buyer Persona(s) for the company using the Buyer Persona Spring
  3. Undertake a SWOT analysis using the above information (points 1 and 2)
  4. Make a plan out of the SWOT analysis, which includes:
    • Key SMART objectives (Specific, Measurable, Achievable Realistic, and Time bound indicators (e.g. Gantt chart))
    • Clear strategic recommendations utilising Buyer Persona Spring Strategy Template – which makes clear use of the above analysis
    • Clear strategic recommendations which include type of further digital analysis that the company should undertake to inform the marketing strategy


Knowledge and Understanding/////Practical, Professional or Subject Specific Skills


Assessed intended learning outcomes

On successful completion of this assessment, you will be able to:


  1. Demonstrate a critical awareness of the concepts, theories and debates surrounding digital marketing strategy
  2. Develop a digital marketing plan and strategy for an organisation
  3. Critically analyse and interpret web analytics to support an organisations digital marketing strategy
  4. Design and conduct a digital analytics project.
  5. Problem solving and critical analysis: analysing facts and circumstances to determine the cause of a problem and identifying and selecting appropriate solutions
  6. Research: the ability to analyse and evaluate a range of business data, sources of information and appropriate methodologies, which includes the need for strong digital literacy, and to use that research for evidence-based decision-making
  7. Commercial acumen: based on an awareness of the key drivers for business success, causes of failure and the importance of providing customer satisfaction and building customer loyalty
  8. Innovation, creativity and enterprise: the ability to act entrepreneurially to generate, develop and communicate ideas, manage and exploit intellectual property, gain support, and deliver successful outcomes Numeracy: the use of quantitative skills to manipulate data, evaluate, estimate and model business problems, functions and phenomena
  9. Numeracy: the use of quantitative skills to manipulate data, evaluate, estimate and model business problems, functions and phenomena


Transferable Skills and other Attributes

  1. Enhance and apply planning, organising, decision- making and time management skills appropriate for use in an organisational context
  2. Experiment and develop personal initiative and responsibility in undertaking complex investigations in the solving of organisational/public policy problems and issues
  3. Critically analyse and apply key ideas and concepts via comprehensive research relevant both to the subject area and to professional practice in the field
  4. Use terminology associated with the subject area accurately and in a way, which demonstrates sophisticated knowledge and understanding
  5. Develop and enhance both individually and collaboratively effective written and oral communication skills for both specialist and non- specialist audiences


Module Aims

  1. Critically evaluate the drivers, significance, trends, issues and theories underpinning digital marketing and digital analytics.
  2. Critically appraise topics and aspects related to digital marketing strategy and analytics.
  3. Critically appraise the implementation of digital marketing in organisation using the latest techniques in digital analytics.