course material

1. Aim: This assignment aims to assess ULOs 1, 2, and
Aim: This assignment aims to assess ULOs 1, 2, and 3 for the unit of study. Nature of
assessment: Individual taskWord limit: 2,000 words (+/- 10%), excluding executive
summary, tables, and referencesAim: This assignment aims to assess ULOs 1, 2, and 3 for
the unit of study. Nature of assessment: Individual taskWord limit: 2,000 words (+/- 10%),
excluding executive summary, tables, and referencesWhat you need to do1. Watch the client
briefing, instruction video and review materials.Before you start the assignment, please
ensure you review all of the materials provided. Watch the client briefing video, review the
materials they have provided, and watch the instruction video. 2. Introduce client and
identify current digital marketing activityIntroduce the client, the industry they operate
within, and the business mission.Develop an outline of the client’s current marketing and
digital marketing activity. This means describing their overarching business goals and then
observing, analysing and researching to create a comprehensive list of their traditional and
digital marketing tactics and channels. Use the materials provided by the client, your own
observations, Google searches, industry reports, or any others data or materials you can
access.Hint 1: Though it is good to mention traditional marketing elements here briefly,
remember that the focus of the assignment is digital marketing specifically.Hint 2: Try to
use a table for this section, and remember that you are just introducing the client, their
industry and mission, and then listing out their tactics and channels.3. Conducting a digital
marketing auditBased on your analysis from the previous step, critically evaluate the
performance of the client’s digital marketing initiatives. Ensure you go back to the week
three lesson and understand all of the steps in undertaking a digital marketing audit. It is up
to you to decide which strategies, tactics and channels you will include in your audit.As an
example, this could include: their website, search presence, email marketing, mobile
marketing, social media marketing, native advertising, use of influencers, amongst many
other things. You could also analyse their content strategy including the types of content,
clarity, consistency, frequency, the types of content that leads to acquisitions, engagement
and conversions etc. Use any data that is available to you including the materials provided
by the client, industry reports, research reports, reviews, online articles. There are lots of
great free analysis tools available to you for websites and search marketing (GTMetrix,
Pingdom, Moz, SEMRush, Ubbersuggest etc.), social media (social blade etc.) and many
others. Use this to conduct your analysis where possible and to provide evidence in your
assignment.Ensure you describe which aspects of their digital marketing are performing
well, and which ones are not, and then diagnose, with evidence, why that could be the

2. case.Hint 1: Remember that a digital marketing audit is a systematic analysis of all digital
marketing activity.Hint 2: The point of this section is to be as critical as possible. If you get
to the end of your audit and you have not generated any insights into issues, areas for
improvement or opportunities, then you need to go back and continue auditing.Hint 3: Use
the analysis frameworks we cover during semester to help structure your thinking.Hint 4:
While it is OK to use your own judgement about whether something is performing well or
not, it is always best to find a benchmark or point of reference. For example, if you say that
the bounce rate for a website is too high, you might also need to look up Google’s global
benchmarks and state how the client website compares.4. Evaluate audience reach and
engagementThe next step is to critically evaluate how effectively the client is reaching and
engaging with their intended target audience. Are they talking to the people that they want
to talk to? Why/why not?Your analysis could include looking at their intended audience and
comparing this to the audience that they have attracted through their various digital
marketing initiatives, and observing how followers are engaging with the brand. Profile
their followers and which digital touchpoints they interact with. Hint 1: The point of this
analysis is to determine if the client is effectively reaching and resonating with their
intended target audience and work out if they need to change their digital strategy.5.
Identify potential integrity, ethical, or accountability issuesLooking at the client’s current
digital marketing activity, including its collection and use of customer / organisational data,
its privacy policies, its accessibility levels, and its digital marketing strategies and tactics,
outline any potential integrity, ethical or accountability issues that could arise in future. The
aim is to identify these issues early and describe why they are important, so that they can be
addressed as soon as possible.Hint 1: Look out for potential issues in data collection, data
storage, sharing of data, data privacy, ad targeting, potential bias against certain customer
groups, accessibility etc.6. Summarise your analysisThe final step is to summarise your
findings and draw some conclusions. Try to pick only the most important insights from your
analysis to include here. You should be addressing the areas of their digital marketing
activity that need the most improvement. For each one, provide a brief ‘so what’ statement –
what should they do as a result of this insight?Hint 1: Try using a SWOT table to structure
your thinking.Recommended structure:Your digital marketing audit should be presented in
business report format and include numbered headings, such as the following:Executive
summaryTable of contentsIntroductionDigital marketing auditTarget audience
evaluationSummaryReferencesImportant note: Your work should be supported by evidence
from a range of sources. The more relevant evidence you provide, the better. Reports with
less than five sources (industry reports, industry articles, academic papers etc.) are unlikely
to be eligible for a pass. The word limit is 2,000 words (excluding executive summary,
tables and references). To fit within this word limit, you should focus only on crucial
information, write succinctly, and use charts, tables and graphics to present analysis and
evidence. https://apse2.nv.instructuremedia.com/fetch/QkFoYkIxc0hhUU9YRm9zd2JDc0h
wZ2xpWWc9PS0tYjU5NzA3OWQ0NjcxZjFkMGUxYTY4ZTc1ZmQxOTUxMGE0NTc0MTkzYw.
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