FoMLSS / INTERNATIONAL BUSINESS, MARKETING,
AND BRANDING
DIGITAL MARKETING METRICS (MAR7509-A)
Assessment: 2023/24
Submission Date: TBL
(Electronic Submission using Canvas)
SUPPLEMENTARY INDIVIDUAL ASSIGNMENT
This supplementary assignment is worth 100% of the marks for this module.
Supplementary Individual Coursework
Supplementary Task:
The supplementary task involves revision of your group coursework submission.Review the feedback you received from your examiners for group submission, and do the following:
i. Amend your report in view of the feedback you received, and the requirements described below.
ii. Restructure the content by making an appendix of the extra details in the group report to fulfil word count requirement.
iii. Please include a section before ‘Introduction’ to explain what you have changed, added and appendicised following your reflections on their feedback.
Project Brief:
You have identified a market gap and plan to develop a new market offering (developing a product concept such as a good, service, experience, consumer benefit or problem solution) to be launched in the UK market.You have decided to launch the new market offering through Digital Marketing in the beginning.order now
Individual Task: Develop a Digital Marketing Plan as per the format below to launch the new market offering in the UK market.
1) Introduction:
The introduction of your plan should provide the core foundation to your digital marketing strategy. It should include the following descriptions:
a. Market Gap: Explain the customer need and segment that is not being served at all or served adequately well by the existing products or firms in the market.
b. Market Offering: Describe how your new market offering (product concept) can fill the market gap.
c. Marketing Landscape: Provide an analysis of the competitors, industry trends and the environmental influences to elaborate and justify the market gap.
d. Marketing Objectives: Develop a mission/vision and marketing objectives for the new market offering (product concept).
(20% of marks)
2) Digital Marketing Strategy:
Design a customer value–driven digital marketing strategy based on following:
a. Segmentation, Targeting & Positioning (STP): Segment the market according to key consumer concerns and criteria in relation to your market offering (product concept). Outline the market segment which you aim to target and explain your targeting strategy. Provide a unique point of difference to position your market offering (product concept) in the UK market.
b. Target Market/Audience Persona: Based on the STP above, create a consumer persona to outline the characteristics of your target audience for your digital communication campaign.
c. Balanced Scorecard: Translate and link mission/vision and marketing objectives with strategic initiatives to develop strategic goals, action plan and performance measures.(30% of marks)
3) Digital Marketing Mix:
Develop a digital marketing mix including product attributes, features and benefits, pricing strategy, distribution strategy, and people and process characteristics.
Note: Promotion Mix and Communication Strategies are not required in this section.(10% of marks)
4) Digital Marketing Communications Campaign:
Design an integrated marketing communications campaign for the new market offering (product concept) by developing communication objectives, designing a message, and selecting communication channels and media. You should identify the promotional mix strategies and integrate communication mix to develop campaign initiatives and activities.(15% of marks)
5) Performance Measurement:
Identify and explain critical success factors, key performance indicators and marketing metrics to measure the success of your digital marketing plan.You should include following key marketing metrics:
a. Customer Metrics to evaluate customer response,
b. Product, Process and Distribution Metrics to evaluate effectiveness of your digital marketing mix, and
c. MarComms Metrics to evaluate performance of your communication mix.(15% of marks)
6) Marketing Return on Investment
Determine how you will measure marketing return on investment and net marketing contribution.Sum up the core aspects of your digital marketing plan that will affect the net marketing contribution and identify and explain strategies to increase Net Marketing Contribution.
(10% of marks)
How marks are awarded:
Your report should have all the main sections of a business report, which could include):
▪ Introduction (20% of marks)
▪ Digital Marketing Strategy (30% of marks)
▪ Digital Marketing Mix (10% of Marks)
▪ Digital Marketing Communication Campaign (15% of marks)
▪ Performance Measurement (15% of marks)
▪ Marketing Return on Investment (10% of marks)
Formatting Guidelines:
Length: 2,000 words MAXIMUM
Font: MS Word Default (Calibri, 11 points)
Line spacing: 1.5 lines
Alignment: Justified
Reference style: Bradford Harvard Referencing
For reference and plagiarism details visit:
Referencing and Plagiarism - Help - University of Bradford
The 2,000 word count excludes:
▪ Tables,
▪ Figures,
▪ Cover page,
▪ Reference list,
▪ Appendices (maximum 5 pages – remember that managers are unlikely to read all the information in the Appendices, so make sure all the important details are included in the body of the report).
* Please note: Your report has to follow the exact structure to ensure you fulfil all the coursework requirements.
▪ Make sure you do not exceed word limit, as managers are extremely busy and prefer reports that are concise. Your success will depend on the success of your proposed marketing strategy.
▪ There are strict penalties for exceeding the word limit (a 5% mark deduction for every 100 words over the limit, or part thereof, and that starts at 1 word over).
You have identified a market gap and plan to develop a new market offering (developing a product concept such as a good, service, experience, consumer benefit or problem solution) to be launched in the UK market.
Support for your project:
Time has been allocated in the tutorial programme for coursework/project briefing, consultation, and discussion.
Submission details:
TBD
Electronic submission using Turnitin via Canvas.
Identify and explain critical success factors, key performance indicators and marketing metrics to measure the success of your digital marketing plan.For more samples
