LO1: Analyse and apply various digital business strategies for new product implementation, and customer experience improvement.

Module code and title:

BAM7041

Digital Marketing and Data Analytics in International Business

Assignment No. and type:

CW1: 3000 words

Marketing Report

Assessment weighting:

100%

Submission time and date:

Friday 13^th December 2024 @ 14:00

Target feedback time and date:

Monday 24th January 2024 (3 working weeks post submission)

Assignment task

Context: 

Your task is to write a 3000 word (+/- 10%) professional marketing report using relevant literature and theories. This report is intended for the senior management team of the case company: Holiday Bosnia.

There are two parts to this assessment brief:

1. Google Analytics 4: https://skillshop.withgoogle.com/ (Google Analytics Certification) (20 marks)
2. Marketing Report (80 marks)

The report structure is as follows:

Executive Summary 

• Provide a concise overview of the digital marketing strategy, outlining key objectives, findings and recommendations.

Background to Holiday Bosnia

• Outline your business name, year established, products/service and the competitors involved within the industry. Consider data from Companies House. Include a SWOT analysis for Holiday Bosnia and their two competitors.

Digital Business Strategy for New Product Implementation

• New Product Launch Strategy: Analyse the business strategy for launching the new product/ service offering in the international market. This should include a digital strategy focusing on product awareness, customer acquisition, and market penetration. Consider the strategic theory which will lead your launch strategy.
• Customer Experience Enhancement: Evaluate the role of digital marketing in improving customer experience, from pre-purchase to post-purchase phases. Using UXpressia or Canva.com develop a Customer Journey Map. Include strategies such as personalization, user engagement, and customer support.
• Digital Channels and Tools: Recommend digital tools (e.g., social media platforms, SEO, email marketing) and explain how they will be applied to support the product launch and customer experience.

GDPR, Data Security, and Use of Data Dashboards in Marketing 

• GDPR and Data Protection: Critically evaluate the importance of GDPR and data security compliance in digital marketing. Discuss the risks of non-compliance and the impact on Holiday Bosnia’s reputation and customer trust.
• Data Dashboards and Analytics: Explain how data dashboards (e.g., Google Analytics, CRM systems e.g. Travel Box, Travel Joy) will be used to monitor external marketing performance for Holiday Bosnia. Evaluate how data security and GDPR compliance will be ensured when collecting and processing customer data for marketing purposes.

Analysis of External Marketing Communications through Digital Channels

• Website Analysis: Critically evaluate the effectiveness of Holiday Bosnia’s website in communicating the new product offering. Consider user interface design, content marketing, and conversion optimisation – evidence of screenshots and critique of Holiday Bosnia & 2 competitors.
• Social Media Analysis: Assess the role of social media platforms (e.g., Facebook, Instagram, LinkedIn) in enhancing brand visibility, customer engagement, and lead generation. Evaluate how different social media channels can be leveraged to target specific audiences and improve customer interaction.
• Integration of Digital Channels: Discuss how the various digital marketing channels (websites, social media, email, etc.) will work together to create a cohesive communication strategy for Holiday Bosnia.

Recommendations 

• Recommendations on how to ensure the success of the digital marketing strategy, with a focus on the product launch, customer experience, and data security compliance for Holiday Bosnia.

References

Appendices

       Appendix 1.0 Google Analytics course certificate

Submission Guidelines:

• Ensure all submissions adhere to academic integrity standards and include proper citations and references where necessary, using the Harvard referencing system.
• Make sure to include market research and academic sources, supported by theoretical models.

Note:  Words used in applied models, tables; charts etc… within the main body of the report are NOT included in the report word count.   Content placed in the appendices MUST have a clear connection to the main body.  Please do not copy and paste large sections of the work of others into the report and/or the appendix section. All direct and indirect quotes must be accompanied by a reference.  

This assignment has been designed to provide you with an opportunity to demonstrate your achievement of the following module learning outcomes:

LO1: Analyse and apply various digital business strategies for new product implementation, and customer experience improvement.

LO2: Critically evaluate the importance of GDPR and data security in the use of data dashboards for external marketing.

LO3: Critically evaluate and analyse specified approaches to external marketing communications through digital channels such as websites and social media.

Practicalities: Referencing, presenting, and submitting your work

Please see your programme handbook for information on the standard referencing style, presentational requirements and process for submitting your work.

Please reference your work according to the Harvard style as defined in Cite Them Right Online (http://www.citethemrightonline.com). This information is also available in book form: Pears, R. and Shields, G. (2019) Cite them right: the essential reference guide. 11th ed. Basingstoke: Palgrave Macmillan. Copies are available via the University library.

At this level of study, you are required to include a minimum of 1 academic reference per 200 words. This is a minimum number and, to achieve a higher grade, you should expect to use an increased number of academic and professional sources, including books, E-books, articles, journals, and reports.

Confidentiality

You are expected to take responsibility for maintaining and managing confidentiality issues in your work. You should maintain and respect confidentiality in relation to the protection of personal, technical and/or commercial information of a sensitive nature in your assessed work, whatever the format.

For further information and guidance, please see the relevant section in your programme handbook.

Academic integrity

Academic integrity means taking responsibility for your own work.

When you submit an assignment, you are making a declaration that it is your own work and that you have acknowledged the contribution of others and their ideas in its development (for example, by referencing them appropriately).

For further information and guidance, please see the University website: https://www.bnu.ac.uk/current-students/registry-helpdesk-and-academic-advice/academic-integrity-and-misconduct