Digital Marketing Strategy RolexGroup Presentati

Digital Marketing
Strategy
Rolex
Group Presentation - Digital Marketing Strategy
Surname Name First Name University ID
Kakar Amandeep Singh 19041421
Campbell Ewan 18018620
Pires Rolvina 18024071
Ladipo Ibukun 18036506
Loh David Zheng Xiang 19042091
Chang Yi Ching 20044357
Introduction
● Rolex is one of the top ranked luxury brands in the watch
industry.
● The leading Swiss brand in 2018 and valued at around 8.05
billion dollars.
● In order to reach the right target audience, Rolex has made a

drastic change
in its digital marketing strategy by moving from traditional
mediums (TV) to
social media and celebrity endorsements (Roger Federer). .
Digital strategies
Place
● Regarding the place strategy, Rolex heavily relies on social
media to market the right target
audience.
● Use of social media, helps build better relationship with
customers (customer loyalty)
● Rolex has expanded their marketing strategies and expanded
to social media Twitter. Rolex uses
the hashtag # Perpetual and #Rolex, so customers can find
them easily.
● Digital intermediaries include use of Augmented reality.
● Rolex has invested in an augmented reality platform designed
to help users try on watches at home
before purchasing. They have created the bench mark. (Gupta,
2018)
● Revamp of Rolex.com, enabling them to showcase the brand’s
masterpiece.
Digital Strategies (2)

Product
● Rolex frequently chooses to involve themselves in relevant
pop-culture to appease with the
masses
● Design their watches to fit certain consumer target audiences
● Associated with pop culture references
● Appease to the interest of people from different target
audiences with redesigned watches and
trend
● Feature itself in campaigns that present Rolex as a product
that doesn't crack under pressure
Promotion
● Rolex uses trending social media platform like instagram and
youtube.
● Collaborates with different brands that shares a different
target audiences to attract new customers
from different sectors and to attract awareness of younger
audiences to the brand
● Rolex is influential enough to get free marketing and
promotions for their product.
Digital strategies
Price
● Rolex was identified as luxury- Super premium pricing
policy.
● Their pricing range varies in accordance with the model of the
product and the materials that are

used in its manufacturing.
● Targeting upper income class of people.
● Luxury raw materials such as gold or diamond.
● The price put them in within the price range of a premium
product and it also helps with
marketing, as the premium price range and limited quantity
further promotes the company’s
exclusivity, resell prices appreciates and for that it is also
popular among watch enthusiasts to
collect
External threats and their response
● Counterfeiting:
○ They create special serial numbers for each watch.
○ They have their logo engraved on the winders.
○ The date magnifier has a special cyclop lens
○ The quartz dial movement on the watches are smooth whereas
the counterfeits usually have
a stutter.
● COVID -19:
○ The pandemic has caused the company to move from in-store
shops to online shopping
which has had a great impact on the nature of the company.
○ The company feels that they have lost touch of the personal
experience that they used to
provide to the customers and the connectivity has been lost.

● Shortage of workforce in global market leads to the lack of
steady growth
of the profit.
● Competition:
○ Patek Philippe, Richard Mille, Audemars Piguet and Hublot
are a few competitors of the
Rolex
○ Rolex has a better competitive advantage over the other high
end watch brands as they have
a better market share in the market.
○ Better marketing skills, representation in different fields such
as sports such as tennis,
swimming and golf, cinema, architecture and arts such as in
movies
Appropriateness of digital marketing techniques
What is Rolex’s Targeted Audience?
● Rolex essentially concentrates on high society clients , who
are over the age of 35.
The present target market for Rolex is rich buyers that are
searching for high caliber
and selectiveness. The items are made for the individuals who
feel the need to flaunt
their riches (Pappachan, 2016).

PLACE
● Rolex’s augmented reality was designed to help users try on
watches at home
before purchasing (Gupta, 2018).
● Makes the customer journey more enjoyable and exclusive as
during the events
● VIP members were able to try on Role’s new collection so
this is appropriate for
customers who enjoy exclusiveness and selectiveness in their
purchasing journey
such as Rolex target market.
● Using the AR Watches app (Primary, 2019), consumers would
be able to make use
of this anywhere at anytime.
● There is a high chance of their targeted market using this app
because according to
Perez (2017) 35-44 year olds spend up to 2 hours a day
downloading apps.
● As well as Rolex’s use of social media apps such as Twitter is
appropriate to its
targeted audience as 35 year olds and above are estimated to
spend 2.5 hours on
social media a day (Statista, 2021)
● As stated above Rolex makes good use of their social media.
● Their website is also very informative although it is more of
an

information site than a shopping site as orders can not be made
from there
● The brand has made it easier for their targeted audience to
find
a physical retailer in any country using their “Rolex Store
Locator” option.
● It will equally be beneficial for for their website to have an
option
to find other online retailers as well because:
● since the COVID Pandemic, 36% of online consumers now
shop
online weekly, an increase from 28% before the pandemic
(Blake,2020)
● According to UNCTAD (2020) 70% of fashion and accessory
shoppers now make at least one online purchase every 2 months
since the COVID-19 outbreak Source: UNCTAD and NetComm
Suisse eCommerce
Association (2020)
Promotion
Price
● Rolex retailers use payment options such as Monthly
payments, Payment with Credit cards, Paypal and Apple Pay.
● According to Statista, 93% of people aged 35 onward are
aware of Apple Pay while only 23% of tem use it which is

encouraging compared to the below 20% of other age
brackets.
● 35% of adults 30 and over prefer to pay with credit cards and
2% of them are considering using nontraditional payment
companies like PayPal, and that’s twice the percentage for
those aged 50 and over (Wex, 2015).
Source: (Porter, 1985)
Digital marketing techniques integration
● Late to the social media game and tried to keep away until
2012 when a youtube
channel was introduced.
● Have used famous and people of perceived excellence to
represent the brand
● More recently have developed an online presence whilst still
retaining the traditional
values when promoting via well known figures.
● Incorporated an omni channel offering with a virtual reality
experience for the
consumer similar to the in store experience offered to target the
35-44
demographic
● Could be at risk of overuse of social media if they post too
much while straying
away from a previous minimalist approach to promotion.

Conclusion
● Rolex have kept traditional methods of their digital marketing
intact when modernising their
approach.
● The company has faced a lot of external threats but always
have found a way around them and
come up with a solution.
● They have good consideration of their targeted audience when
considering their digital marketing
techniques, although in regards to price they can consider
making use of other payment methods
as the watches are very expensive and people can benefit from
the “buy now pay later option”
● They also have a good understanding of current markets and
trends despite being a brand that is
116 years old, they were able to make use of new digital trends
to market their product to old and
new generations alike.
References:
● Bhasin, H., 2019. SWOT analysis of Rolex - Rolex SWOT
analysis explain. [online] Marketing91. Available at:
<https://www.marketing91.com/swot-analysis-of-rolex/>
[Accessed 22 April 2021].
● WILLETT, M., 2013. 4 Simple Ways To Spot A Fake Rolex
Watch. [online] Business Insider India. Available at:
<https://www.businessinsider.in/home/4-simple-ways-to-spot-a-

fake-rolex-watch/articleshow/21499029.
cms> [Accessed 22 April 2021]
● Pappachan, B. (2016) The marketing plan of Rolex. Available
from:
https://www.slideshare.net/bonnypappachan/the-marketing-plan-
of-rolex [Accessed 24 April 2021].
● UNCTAD and NetComm Suisse eCommerce Association
(2020) COVID-19 has changed online shopping forever,
survey shows. Available from:
https://unctad.org/news/covid-19-has-changed-online-shopping-
forever-survey-shows [Accessed 24 April 2021].
● Thomas, C. (2021) Digital Marketing Strategy Lecture week
5: Price. Digital Marketing Strategy[online]. Available
from:https://my.uwe.ac.uk [Accessed 24 April 2021].
https://www.slideshare.net/bonnypappachan?utm_campaign=pro
filetracking&utm_medium=sssite&utm_source=ssslideview
● Wex (2015) Millennials: How they pay today. Available
from:https://www.wexinc.com/insights/blog/inside-
wex/millennials-how-they-pay-today/ [Accessed 24 April 2021].
● Woodruf,J . (2019) What is Premium Pricing
Strategy?.Available from:
https://smallbusiness.chron.com/premium-pricing-strategy-
1107.html [Accessed 24 April 2021].
● Blake, M.(2020) 50 Statistics Showing The Lasting Impact Of
COVID-19 On Consumers. Available from:
https://www.forbes.com/sites/blakemorgan/2020/10/19/50-
statistics-showing-the-lasting-impact-of-covid-19-on-consume
rs/?sh=3d4504c5261f[Accessed 24 April 2021].

● AR Watches (2018) Try on Virtual Watches Through
Augmented Reality. Available from: https://ar-
watches.com/blog/2
● Primary (2019) ROLEX (WATCHES OF SWITZERLAND
GROUP)CELEBRATING THE EXCLUSIVE UK UNVEILING
OF THE ROLEX BASELWORLD COLLECTION. Available
from:
https://www.primarylive.co.uk/case-study/2019/rolex-watches-
of-switzerland-group/ [Accessed 24 April 2021].
● Statista (2021) Daily time spent on social media by social
video viewers worldwide as of 2nd quarter 2017, by age
group. Available from:
https://www.statista.com/statistics/267138/social-media-usage-
per-day-global-social-video-users-age/ [Accessed 24
April 2021].
● Ivy Panda (2020) Marketing strategy of Rolex Evaluation
Essay. Available from:
https://ivypanda.com/essays/marketing-strategy-of-rolex/
https://www.primarylive.co.uk/case-study/2019/rolex-watches-
of-switzerland-group/
Rolex
Place Strategy.
Overview

identify how your brand uses digital technology including
digital
intermediaries in its ‘place’ strategy
What are the advantages to the organisation?
What are the benefits to the consumer?
How could digital technology (including VR) be used to
improve
both?
Rolex & Digital Technology
Rolex & Augmented Reality
Rolex has invested in an augmented reality
platform designed to help users try on
watches at home before purchasing. They
have created the bench mark.
This is how it works… Once App is launched,
point phone’s camera at the paper attached
to wrist. Within couple of seconds a virtual
Watch appears above the placeholder on
user phone screen. Now user can examine

the watch from a variety of angles, and
tapping the one icon on the screen lets you
know more about the watch. (Gupta, 2018)
Revamp of Rolex.com
(Webrooming)
Rolex’s legendary website has
showcasing Rolex’s pieces has gone
through a digital revamp offering a
brand-new design and structure. It has
become a pure and modern website
where everything seems very
“millennial-style”.
Products are first divided into “Classic
watches” or “Professional watches”
instead of directly being listed under a
specific collection.Also, having a
dedicated “Gold watches” page
containing strategic keywords such as
“rose gold” or “white gold” enables
Rolex rank better on the Search Engine
Result page as terms that are searched
thousands of times per month globally
(Volterra,2019).
Advantages to Rolex
● More Sales
● Reaching the right Audience

● Easier for people to compare the different watch models
● Readily available watch quotations
● Better online presence
● Customers get to know the backstory of the watch which
makes Rolex more
reachable
Benefits to the consumers
● Helps build a better relationship with the brand
● Offers convenience and quick service
● Allows customers to have many options
● Keeps consumers on track with their products/services
● Customer loyalty
● 24/7 access
How could Digital technology be used?
Chrono24 customers have the opportunity to use VR to try on
different watches and get
a feel for how they’d look on the customers wrist. (WatchPro
2018) This could be a
form of digital tech that Rolex introduces to achieve the 24 hour
access to the
customer to try on different watches that may not be achievable
in store. This allows
Rolex to reach the right audience and affects the perception of
the brand as luxurious.
There could also be the opportunity to view the watch making
process to reinforce the

quality production that the customer expects. This could keep
customers on track with
their purchase and could account for delays. This could also
allow the customer to buy
into the process around the watch and the backstory. This could
be an advantage to
Rolex as putting customers minds at ease and being open with
the manufacturing
process will result in brand loyalty from customers.
ROLEX
Digital Marketing Strategy Presentation
Paying staff, recruitment of
new staff via web, absence
management, management
structure (People)
New technology often uses
digital technology in some way
such as production machinery,
internal and external
communications systems,
accounting etc (Process)
Often undertaken
digitally using web,
intranet and extranet
sites (Product)

Product – digital products &
enhancing products with
digital technology, design
and development of new
products, digital products
Distributing products
to consumers i.e. via
website,
intermediaries
Communicating with
consumers about
products via e-mail,
social media,
maintaining customer
databases
Installation,
Enhancing and
maintaining the
product
OUTBOUND LOGISTICS:
Rolex uses retailers dotted at individual locations but you can
configure your watch and customise it on the main website
before
This allows them to control the price which maintains the
integrity
of the brand.

Second hand websites are available but do not sell new watches,
this is difficult to manage and poorly looked after watches
could
affect the brands image.
This allows the customer to trust the company along with the
warranties offered when making a purchase.
Service
Rolex maintains an extensive of service centres to repair or
maintain your watch.
They are found on the website.
They are carried out by expert affiliates.
Watch is explained to go through servicing process where
videos and pictures
explain how the watch is serviced.
Online videos and help sheets are also provided on the website
to accurately
assist the customer with the maintenance of their device.
This levels a fair amount of transparency to the customer about
the way the
watch will be treated and could result in the customer feeling
they can trust the
company with every aspect of the watch without going to
external watch
specialists.

Rolex Operations
Rolex focuses on the integrity and the quality of their product,
and has achieved a
consistent product overall quality throughout the times of their
establishment. They take
care of quality control by having the entire operations of
making a watch straight in their
factories, from having their own science lab, hand assembled
rolex movement to their
own foundry for melting gold for the parts needed in
production. Their attention to detail
and focus on quality control attracted many watch collectors
and so with that the the
demand outweigh the supply and thus making certain watches
grow in intrinsic value
rolling over more watch collectors and watch enthusiast to the
brand.
Rolex also actively balances out their supply and demand by
pulling stock from their
partnered dealers to increase scarcity
Marketing and Sales
Marketing and Sales: Despite the few interactions people have
with Rolex, compared to its
fellow high reputation brands like Google and Disney, Rolex
has succeeded in keeping their
product not only in a state of high-regard among consumers, but
also on their minds.
With their online following of over 13 million people on 5
social media platforms across Twitter,

Instagram, Youtube etc, Rolex is able to introduce new
Collections of its watched and be
assured of the express reach to its customers.
Their loaded website incorporates a section of FAQs which aids
consumers get a quick answer
to their questions without directly contacting the brand and a
Newsroom were the latest
information on the brand can be found.
Human Resources Management
In 1984, Rolex was the first company in Geneva to take on
watchmaking apprentices. Since then, it has trained
hundreds of people of different ages and backgrounds.
Apprentices are selected following a rigorous recruitment
process that evaluates their intellectual and manual abilities, as
well as their soft skills. Today, more than 170
teenagers and young adults are part of an apprenticeship
programme at Rolex, learning one of 15 possible trades, in
either Geneva or Bienne.
The training of these future professionals combines periods of
practical training within the company and theoretical
classes in a vocational college each week – in line with the
legal framework governing apprenticeships, which are
very popular in Switzerland. The importance Rolex places on
this “dual” education system and its evolution has led
the brand to become actively involved with relevant official
governing bodies.
The Rolex Training Centre provides, on an ongoing basis,

courses dedicated to apprentices and continuing training
modules that teach employees about the company’s history,
culture and values, as well as its watches. The centre
also dispenses all other Rolex training programmes available to
employees over the course of their careers, from the
acquisition and development of technical expertise to
management skills. Internships are also offered to students in
higher education. Each year, around 100 apprentices, 100
interns and almost 3,000 employees from the three sites
in Geneva benefit from the services offered by the Training
Centre.
Rolex is the existence of an in-house foundry. The metals used
by Rolex are all melted and mixed into unique alloys at
the Rolex factory. Rolex is one of the few watchmakers to do
have a foundry producing platinum and gold. The gold
comes in three shades — white, yellow and everose, a shade of
pink gold that is exclusively used by Rolex.
Rolex exclusively uses 18 ct gold, a princely alloy composed of
750‰ (thousandths) of pure gold, plus exactly the right
mixture of elements including silver and copper necessary to
produce the different types of 18 ct gold: yellow, white
and Everose, Rolex's exclusive pink gold alloy. Jealously-
guarded formulas ensure exceptional durability, polishability
– and an extraordinary sheen that lasts for generations.
Rare and precious, considered the noblest of metals, platinum is
striking for its silvery whiteness and its vibrant
luminosity. Over time it has become the ultimate metal of
prestige, with the ability to showcase precious stones like no
other material.
Rolex uses 950 platinum, an alloy consisting of 950‰

(thousandths) of platinum generally combined with ruthenium.
This allows the metal to be robust enough to be used in watch
cases, while maintaining its legendary shine and
brilliance.
Procurement
Technology development
Rolex is deeply associated with status, history and tradition.
They have a reputation as a luxury brand to dedicate their
products to
perfection and to innovate constantly, below are a few examples
of how Rolex achieved this.
1. 1. The Syloxi and parachrom hairsprings - The original
advance in hairspring technology arrived in 2000 with the
Parachrom
hairspring in the caliber 4130, the first in-house Daytona
movement.
2. The Chronergy escapement- In conjunction with the
development of new hairspring technology was the introduction
of the
Chronergy escapement, a marvel of modern engineering that
increased movement efficiency by 15%.
3. The GlideLock clasp- The Glidelock clasp represents a leap
forward in terms of clasp technology. Having the flexibility to
adjust the fit up to 20 mm in 2 mm increments is priceless,
especially since no links need to be removed or added for a
better fit.
4. The OysterFlex band- The elastomer is molded around a

precious metal bracelet for strength, and how the interior
gussets
uplift the bracelet just above the wrist for increased and
improved airflow
Technology progress is quite essential for Rolex to have
economic growth and development, furthermore the combined
growth of
technology and prototyping capacity has made achievable
innovations; allowing more efficient production of better goods
and
services.
Rolex
Rolex Target Market Audience
The target Market for Rolex would include rich buyers who sort
after uniqueness, high caliber and selectiveness.
Rolex has placed it products in the luxury market and is
targeted to both men and women aged 35 and over.
(Pappchan, 2016)
Market Segment: 21 to 35 year old guys living in the United
States who have as of late found a lucrative
occupation, earned an advancement or got a reward. These are
young fellows who need to flaunt their newly
discovered status. (Pappchan, 2016)

This unique brand has a remarkably diverse customer base that
includes sportspeople, artists, business people,
and others from a wide range of spheres.
4 personas
Persona 1: Is an ambitious middle aged businessman with a
large disposable income in a high paying job. He works in a
metropolitan city and has lots of business meeting with high
status clientele. He makes lots of high value
purchases such as cars and doesn’t spend too much time
deciding on a purchase. He enjoys purchasing the latest
technological trends, using popular social media and enjoys the
status that he has which is reinforced by owning an
expensive watch. He is likely well educated where he was
surrounded by wealth and the showcasing of it and desires a
rolex to showcase his success. Overall, his main driving
behavior is related to showing his status when
surrounded by people with similar income to be able to spend
on such purchases frivolously.
Persona 2: Is a older gentleman who whilst not having the same
level of disposable income but has reasonably saved to make an
assured purchase that he has waited a long time to have. It has
been a long term goal to own a
Rolex and he has checked lots of different websites and second
hand watch shops to ensure he gets a good deal and the best
price for his purchase. He has been relatively successful in his
career and now he's retiring he is
treating himself to a potential future heirloom. His reasoning
for purchasing is less based on the status associated but to the
personal achievement that he has worked towards. He is less
likely to use social media channels so

needs to be targeted in other ways.
Persona 3: Is a highly successful woman with a large disposable
income. Potentially in the public eye and therefore image is
important to them. Likely to live in a major city and make an
impulse purchase either instore or online.
Being at public events gives the opportunity to parade the watch
when photos are being taken which will give a perception of
class and other connotations that Rolex has.
Persona 4: Is a wealthy young man with disposable income who
needs to flaunt their status either acquired from family or job.
They use social media a lot and can use the watch in posts to
change the perception of them. This
could attract advertisers to offer further promotions to them and
consequently result in brand promotion and paid advertisements
resulting in further money for jobs. This could then be seen as
an investment for a modern day
social media influencer.
Identify digital technologies and channels they are more
likely/unlikely to
choose
By providing a channel to promote their products, services and
transparent messages, Rolex are more likely to use
social media. Rolex have always had a very product and PR-
oriented social media strategy, such as Instagram,
twitter and Facebook.
Rolex are more likely to use the intermediary channel structure

Rolex are more unlikely to use reintermediation channel
structure
Digital technologies and channels used by Rolex
Rolex currently has a youtube, Instagram, Facebook and Twitter
accounts.
Uses Celebrity and Sports Entities such as Roger Federer and
Tiger Woods to showcase their watches on Social Media
Rolex advertises their brand in the locations where they are
complemented such as Wimbledon.
History:
In 1927, for example, Mercedes Gleitze became the first British
woman to cross the English Channel. She did so wearing a state-
of-the-art Rolex Oyster, the first waterproof watch
ever invented.
In 1935, British race car driver Malcolm Campbell broke the
world’s speed record at the Bonneville Salt Flats in Utah whilst
wearing the Rolex Oyster
In 1953, Rolex provided an Oyster Perpetual Explorer to Sir
Edmund Hillary and Tenzing Norgay became the first climbers
to reach the summit of Mount Everest
How was Rolex able to establish themself as a luxury
brand using technology?

Rolex tends to focus more on their product positioning through
popular influencers by
connecting their brand to actors in movies, reflecting their
brand persona or celebrities that
have similar traits to the persona and brand positioning rolex
strive to represent.
Rolex established themselves as a luxury brand since the 1950s,
when Ian Fleming, writer
and director of James Bond’s Casino Royale, intently place
rolex on the james bond actor
and beside that he also placed Rolex beside established luxury
brands like Bollinger
Champagne and Bentley.
By doing this Rolex was able to identify their marketing
persona through the big screen and
people who liked the film. Also by putting their brand with
other luxury brands, rolex were
able to set themselves as one of premium and of a luxury
product as well.
Gaps that offer an opportunity for Rolex to improve
Start online sales and deliveries
New Watch Shape and dimensions

Create a new product line under the parent company of Rolex to
attract more and new customers
Build a Limited edition watch and in small quantity
Expand in the transport industry: Transport industry is booming
and adding their watches in the high end cars such as Tesla, RR,
Bentley can improve and expand their market shares
The government has also announced a subsidy on the sale of
environmentally friendly goods in this sector. Rolex can focus
on these environmentally friendly products and make use of this
opportunity.
Target business as well as the individual customer
Improve the social media presence
Globalisation: Expand the production of the watch in different
countries as well other than the home country.
Rolex
Pricing Strategy
•Identify the pricing and payment strategies
your brand uses including digital methods of
payment offered and any differences
between online and offline
•Identify an improvement opportunity and

the benefits that opportunity offers to the
brand and its customers
Pricing Strategy
● Premium Pricing Policy
● Pricing depends on the model and the material of the watch
● High labour cost as all the products are handmade
● Exclusivity of the watch
● Watch material is made in the factory itself and highest
quality material is provided
● Heritage of the watch (worked for nearly 100 years)
● Unique design and the value of the finished product
● The brand has targeted consumers from the wealthy class to
whom money does not
matter but exclusive items do
● Rolex is a price setter in the market and hence does not set its
prices for the products
based on its competitors, rather it sets the price for its own
products
● No Sale or Discount for customers
Payment Strategies
“Financing the cost of a Rolex means you'd likely pay
installments over a set term rather than the entire amount
at the time of purchase. You may be able to do this with a
layaway or leasing program, or with a loan”
(Lendingtree, 2020).

● Layaway program.
● Progressive Leasing.
● Affirm loan.
● Credit card.
● Personal loan.
Digital methods of payment offered and any
differences between online and offline
Rolex offers a payment financing plan online with various
monthly choices which offers the customer different
choices of funding their purchase. Makes it more accessible to
people trying to afford their watch. Rolex offers
3,6,9,12,24,36 financing monthly options through its
dealerships. New products sold by Rolex have the 0%
interest option and interesting choice which could be seen to
devalue the brand as it becomes more accessible.
Gives a wider audience than previously to Rolex. This option is
also offered in person.Need to qualify and a credit
check is needed.
Debit card and credit card are also accepted instore.
Improvement opportunity and its benefits to the
customer
1) Provide Brand Value Proposition - Expand brand proposition
through different platform
to attract different target audience than the one Rolex already
has thus increasing brand

value
2) Brand loyalty scheme - By rewarding the most loyal fan,
Rolex could grow their loyalty
following by form of exclusivity
3) Expand across several channels and gather feedbacks - With
the huge following Rolex
already has we could ask feedbacks and suggestions from our
already loyal fanbase to
further expand the brand through their suggestion, showcasing
Rolex abilities to adapt to
customers needs.
1
Faculty of Business and Law
ACADEMIC YEAR 2020/21
ASSESSMENT BRIEF
Module Code: UMKDQX-15-3
Module Title: Digital Marketing Strategy
Submission Deadline: 14.00 on May 11th 2020

Assessment Component B
Assessment Weighting: 75 per cent of total module mark
Marking and feedback
deadline (20 working days)
8th June 2021
Assessment Instructions
Individual Report
Learning Outcomes
This assessment enables you to partially demonstrate the
learning outcomes required for the
successful completion of the module, specifically:
• Critically assess how a brand develops and uses digital
marketing tools and techniques to
achieve its objectives with specific targeted segments of
consumers (both B2C and B2B)
and how it integrates digital marketing activity with its more
traditional ‘offline’ marketing
activity using theory and conceptual frameworks to assist with
that assessment where
appropriate.
• To make recommendations for how the brand may develop its
digital marketing activity
based upon that analysis.
• Communicate this information clearly and effectively in a
written report

The Individual Report
This individual proposal will build upon Assessment A where
working in a group you developed and
gave a presentation assessing how a high-end luxury brand uses
digital marketing tools and
techniques to support its strategy, and how that brand integrates
those tools and techniques with its
more traditional ‘offline’ marketing activity .
You are required to produce an Individual 2500-word report for
the same brand that addresses
the following three areas using theory/conceptual frameworks as
appropriate:
1. Undertake a critical analysis and evaluation (i.e., strengths
and weaknesses) of the ‘digital
marketing’ activity undertaken in the UK by the brand. This
should consider how this
activity contributes to the brand’s overall strategy and assists in
achieving their marketing
goals and objectives. Digital marketing’ activity relating to
relevant aspects of the marketing
mix (4/7Ps) should be considered together with the suitability of
the activity for the targeted
market segments, and where appropriate, consideration of and
comparisons with direct
competitors. This should also include the brand’s response, if
any, to external threats.
2. Compare and contrast this ‘digital marketing’ activity

undertaken by the brand with their
more traditional ‘non-digital’ marketing activity. This should
highlight the advantages and
disadvantages of ‘digital marketing’ using examples of the
‘digital marketing’ activity
undertaken by the brand or their direct competitors and include
consideration of how the
2
‘digital marketing’ activity has been integrated with the ‘non-
digital’ marketing activity and
how that activity contributes to the brands overall marketing
strategy.
3. Based upon the above, make recommendations on how the
brand may further develop
their ‘digital marketing’ activity in the future and ensure that
their digital marketing activities
are fully integrated with their ‘non-digital’ marketing activities.
You should primarily focus upon your brand’s ‘digital
marketing’ activity from January 2016 until the
present day undertaken in the UK market, but where appropriate
you should also include earlier
activities or those undertaken in other countries.

You may use material from component A, however it is
important that you work independently on
your report to avoid leaving yourself open to charges of
academic misconduct such as collusion or
plagiarism.
Suggested Structure:
• Executive summary
• Introduction/background: A brief introduction to the report
and the brand including its
products and target market(s).
• Critical analysis of the brand’s ‘digital marketing’ activity and
how it relates to their
overall strategy
• Integration of ‘digital marketing’ activity with more
traditional marketing ‘offline’ activity
• Recommendations
You may use appendices for supporting information
Marking Criteria
Please see the marking rubric/grid at the end of this document
for the criteria that will be used in
evaluating this assessment.
Formative feedback and Support
Formative feedback
Formative feedback session for the development of your
presentation for Assessment A will be
held during w/c 15/03/2021.

Further formative feedback will be also provided via verbal and
written feedback from your tutors
following your presentation for Assessment A.
Further information about this assessment is available on the
Blackboard site for this module
and includes:
Module handbook, Reading list.
Format
- All work should be word processed using Word in 12-point
font (Times New Roman or
Arial) and be single spaced. Do not submit in PDF format.
- Subheadings are encouraged.
Please ensure that you provide the following details on the first
page of your coursework:
• Student Number (not student name)
• Module Name and number
• Coursework title
• Word count (excluding references and appendices)
Word Limit
3
• 2500 words maximum.
• Word count includes everything in the main body of the text
(including headings, tables,

citations, quotes, bullet points and lists). Footnotes are
discouraged and included in the
word count.
• The references are NOT included in the word count.
• Appendices will NOT be included in the word count but
should contain supporting
information only
• There is no direct penalty for exceeding the word count, but
the marker WILL stop reading
once the word limit has been reached and nothing further will
be taken into account in the
allocation of marks.
• You can view the UWE word count policy here:
http://www1.uwe.ac.uk/aboutus/policies
Referencing:
Please adhere to the principles of good academic practice and
ensure you reference all sources
used when developing your assessment, using the UWE Harvard
system. Failure to properly
reference your work to original source material can be grounds
for the assessment offence of
plagiarism and may result in failure of the assessment or have
more serious implications.
For further guidance on correct referencing go to:
http://www1.uwe.ac.uk/students/studysupport/studyskills/refere
ncing.aspx
Details of what constitutes plagiarism and how to avoid it can
be found here:

http://www1.uwe.ac.uk/students/studysupport/studyskills/readin
gandwriting/plagiarism.aspx
For general guidance on how to avoid assessment offences see:
http://www1.uwe.ac.uk/students/academicadvice/assessments/as
sessmentoffences.aspx
Instructions for submission
You must submit your assignment before the stated deadline by
electronic submission
through Blackboard). Notification that the electronic submission
portal is open for your assignment is
displayed (usually two weeks before the submission date) in the
Coursework tab in myUWE, the
Coursework tab in Blackboard and via an announcement in the
Blackboard course.
Please allow sufficient time to upload your assignment, noting
that the system becomes busier and
slower as the deadline approaches. Only your final upload will
be counted. Ensure all your information
is submitted at one attempt to avoid ‘overwriting’ your intended
submission. Always check and retain
your receipts.
Late submission in the 24 hours following the deadline will be
accepted but the assignment mark will
be capped at 40%. Submissions after 24 hours will not be
accepted. For full guidance on online
submission through Blackboard, see:
http://info.uwe.ac.uk/online/Blackboard/students/guides/assign
ments/default.asp
Submissions of coursework by any other method (including a
paper copy, on disk or by email) are
NOT permissible for this module unless specifically agreed in

advance of the submission date.
Before submitting your work, please ensure that:
• You have proof read you work thoroughly to ensure your work
is presented appropriately
• You have addressed all the required elements of the
assessment
• You have referenced in accordance with the guidance provided
• You have addressed each of the marking criterion
• The submission is in the correct format
Final feedback and marks release
Students will normally receive marks and feedback on their
submission within 20 working days of the
submission deadline (not including any public holidays or
university closure days). Any delay in
returning students’ work will be communicated by the module
leader via Blackboard.
Feedback on this module is not limited to the written comments
you will receive on individual written
assessment submissions.
4
Feedback and marks for this module will be available by 12th
June 2020
For further guidance on feedback, please refer to the module
handbook.

Further Guidance and Support
General guidance on study skills: is available at:
http://www1.uwe.ac.uk/students/studysupport/studyskills.aspx
Specific study skills pages relating to this module include:
Presentation skills:
https://www1.uwe.ac.uk/students/studysupport/studyskills/group
workandpresenting/presenting.asp
x
Working in a group:
https://www1.uwe.ac.uk/students/studysupport/studyskills/group
workandpresenting/groupwork.asp
x
Writing skills:
https://www1.uwe.ac.uk/students/studysupport/studyskills/readi
ngandwriting/writing.aspx
Support from the FBL Academic Success Centre:
http://www1.uwe.ac.uk/bl/bbs/aboutus/studentexperience/acad e
micsupportcentre.aspx
Guidance on UWE assessment regulations and terminology:
http://www1.uwe.ac.uk/students/academicadvice/assessments/as
sessmentsguide.aspx
Guidance on using the library:
http://www1.uwe.ac.uk/library/usingthelibrary.aspx
Personal Circumstances
If you are experiencing difficulties in completing a piece of
assessment on time due to unexpected
circumstances (for example illness, accident, bereavement), you
should seek advice from a
Student Support Adviser at the earliest opportunity.

Please note the module leader cannot grant personal
circumstances or extensions.
Appointments with a student adviser can be made via an
Information Point or online at:
http://www1.uwe.ac.uk/students/academicadvice/studentadviser
s.aspx
The Student Support Adviser will advise as to whether you
should submit an application for
‘Personal Circumstances (PCs)’, how to do so and what
evidence is required to support the
application.
Further details on ECs can be found here:
http://www1.uwe.ac.uk/students/academicadvice/assessments/pe
rsonalcircumstances.aspx
5
Assessment Criteria and Performance Standards for Individual
Report
Assessment
Criteria
Mark Performance Standard
70%+
1st
60% - 69% 2.1 50% - 59% 2.2 40% - 49% 3rd 34% - 39%

Marginal Fail
0% - 34% Fail
Executive
Summary &
Introduction
(10%)
Clear, concise
and well-
expressed
executive
summary and
introduction
provided.
Clear
executive
summary and
introduction
provided.
Executive
summary and
introduction
provided.
Executive
summary and
introduction
provided but
is unclear
and/or does

not
accurately
reflect the
report
Brief,
incomplete or
inaccurate
introduction
or Executive
Summary.
Either
introduction
or executive
summary
missing.
No executive
summary or
introduction
provided.
Evaluation of
digital activity
(20%)
Research into
the digital
activity of the
brand is
rigorous,
thorough and
extensive with
exceptional/ins
ightful

supporting
data, citations,
references and
evidence.
Exceptional
insightful
critical
discussion and
analysis with
evidence of
synthesis
Research into
the digital
activity of the
brand is
rigorous and
thorough
with good
supporting
data,
citations,
references
and evidence.
Good
discussion
and critical
analysis with
some
synthesis
evident
Research into
the digital

activity of the
brand is
thorough
with some
supporting
citations/refe
rences/evide
nce.
Some
discussion,
critical
analysis
and/or
synthesis
evident but
more
required
Some
research into
the digital
activity of the
brand evident
but little
quantifiable/v
erifiable
research/sup
porting
evidence
presented.
Discussion
and analysis
is largely
descriptive in

nature
Limited
research into
the digital
activity of the
brand with
very
little/poor/no
quantifiable/v
erifiable
research/sup
porting
evidence
presented.
Little
discussion
and/or
analysis is
descriptive in
nature
No evident
research into the
digital activity of
the brand
Comparison of
the brands
digital activity
with their
traditional
activity and
assessment of

integration
(20%)
Excellent
comparison of
the brand’s
digital activity
with their
traditional
activity with
exceptional/ins
ightful
supporting
data, citations,
references and
evidence.
Exceptional
insightful
critical
discussion and
analysis with
evidence of
synthesis
Good
comparison
of the brand’s
digital activity
with their
traditional
activity with
good
supporting
data,

citations,
references
and evidence.
Good
discussion
and critical
analysis with
some
synthesis
evident
Adequate
comparison
of the brand’s
digital activity
with their
traditional
activity with
some
supporting
citations/refe
rences/evide
nce.
Some
discussion,
critical
analysis
and/or
synthesis
evident but
more
required
Some

comparison
of the brand’s
digital activity
with their
traditional
activity but
little
quantifiable/v
erifiable
research/evid
ence
presented.
Largely
descriptive in
nature
Poor/weak
comparison
of the brand’s
digital activity
with their
traditional
activity but
very
little/poor/no
quantifiable/v
erifiable
research/evid
ence
presented.
Descriptive in
nature
No evident

comparison of
the brand’s
digital activity
with their
traditional
activity
Recommendati
ons (20%)
Clear, concise,
insightful and
appropriate
recommendati
ons made that
are fully
supported
by/drawn from
the evidence
Clear, concise
appropriate
recommenda
tions made
that are
supported
by/drawn
from the
evidence
Appropriate
recommenda
tions made
that are
largely

supported
by/drawn
from the
evidence
Recommenda
tions made
but not fully
appropriate/s
upported
by/drawn
from the
evidence
Recommenda
tions made
that are
either
Inappropriate
and/or may
not be
supported
by/drawn
No clear
recommendation
s made/
inappropriate
recommendation
s made
Not
supported/draw

6
provided in the
report
provided in
the report
provided in
the report
provided in
the report
from the
evidence
provided in
the report
n from evidence
in the report
Academic
theory,
conceptual
frameworks
and
referencing
(20%)
Fully
supported
throughout by
extensive and
appropriate

use of theory,
conceptual
frameworks
and references
that goes well
beyond those
suggested on
the course
Accurately and
fully
referenced in
UWE Harvard.
Good use of
appropriate
supporting
theory,
conceptual
frameworks
and
references
throughout
including
some beyond
those
suggested on
the course
Referenced in
UWE Harvard
with few
inaccuracies/
omissions
Mostly

supported by
appropriate
theory,
conceptual
frameworks
and
references
throughout
with little if
any beyond
those
suggested on
the course
Referenced in
UWE Harvard
with some
inaccuracies/
omissions.
Some use of
supporting
theory,
conceptual
frameworks
and
references
but limited
and/or in
appropriate
application.
Referenced in
UWE Harvard
with
inaccuracies

and/or
omissions
Little use of
supporting
theory,
conceptual
frameworks
or references.
Theory
and/or
conceptual
frameworks
applied
inappropriate
ly.
References
are missing
and/or UWE
Harvard style
not followed.
Very little/no use
of supporting
theory,
conceptual
frameworks or
references
Few if any
references
and/or Uwe
Harvard style not
followed.

Structure,
Presentation,
Writing style &
grammar
(10%)
Very good
structure, well
written with
no
grammatical or
spelling errors
Good
structure
with few
issues,
grammatical
and spelling
errors.
Adequate
structure
with some
grammatical
and spelling
errors.
Structure is
mainly
adequate but
difficult to

follow/poor
in places with
grammatical
and spelling
errors
The structure
is
poor/difficult
to follow with
grammatical
and spelling
errors.
Poor structure
that is not
logical/difficult
to follow with
many
grammatical and
spelling errors.

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