Critically evaluate the impact of digital innovations on marketing practice.

BPP Business School Coursework Cover Sheet

Please use this document as the cover sheet of for the 1st page of your assessment. Please complete the below table – the grey columns

Module Name

Digital Marketing Strategy & Analytics

Student Reference Number (SRN)


Assessment Title


Please complete the yellow sections in the below declaration :

Declaration of Original Work: 

I hereby declare that I have read and understood BPP’s regulations on plagiarism and that this is my original work, researched, undertaken, completed and submitted in accordance with the requirements of BPP School of Business and Technology.

 The word count, excluding contents table, bibliography and appendices, is            words.

Student Reference Number:                                                                  Date:



 By submitting this coursework you agree to all rules and regulations of BPP regarding assessments and awards for programmes.

Please note that by submitting this assessment you are declaring that you are fit to sit this assessment.

BPP University reserves the right to use all submitted work for educational purposes and may request that work be published for a wider audience.

MSc Management with

Digital Marketing

Digital Marketing Strategy and Analyics

Coursework Assessment Brief

1. General Assessment Guidance

  • Your summative assessment for this module is made up of this one submission which accounts for 100% of the marks.
  • Please note late submissions will not be marked.
  • You are required to submit all elements of your assessment via Turnitin online access. Only submissions made via the specified mode will be  accepted and hard copies or any other digital form of submissions (like via email or pen drive etc.) will not be accepted.
  • For coursework, the submission word limit is 5,000 words. You must comply with the word count guidelines. You may submit LESS than 5,000 words but not more. Word Count guidelines can be found on your programme home page and the coursework submission page.
  • Do not put your name or contact details anywhere on your submission. You should only put your student registration number (SRN) which will ensure your submission is recognised in the marking process.
  • A total of 100 marks are available for this module assessment, and you are required to achieve minimum 50% to pass this module.
  • You are required to use only Harvard Referencing System in your submission. Any content which is already published by other author(s) and is not referenced will be considered as a case of plagiarism.
  • You can find further information on Harvard Referencing in the online library on the VLE. You can use the following link to access this information:
  • BPP University has a strict policy regarding authenticity of assessments. In proven instances of plagiarism or collusion, severe punishment will be imposed on offenders. You are advised to read the rules and regulations regarding plagiarism and collusion in the GARs and MOPP which are available on VLE in the Academic registry section.
  • You should include a completed copy of the Assignment Cover sheet. Any submission without this completed Assignment Cover sheet may be considered invalid and not marked

2. Assessment Brief

The assessment entails a portfolio of three specific tasks and resulting outputs:

Task 1 – a blog discussing digital innovation and their impact on marketing 

Task 2 – a presentation* detailing the marketing strategy based on segmentation, targeting and positioning for a chosen brand

Task 3 – a digital marketing plan and corresponding metrics/dashboard for a chosen product or service

*Please note, that you are required to put together a presentation slide deck and speaker notes, but you will not be asked to present the slides.

Outputs for all three tasks need to be collated into one Word document to be submitted via Turnitin. If you have any questions about formats, please speak to your tutor or module leader

In this assessment you need to demonstrate you meet the following module Learning Outcomes:

1. Critically evaluate the impact of digital innovations on marketing practice.

2. Critically evaluate the principles of segmentation, targeting and positioning to build a digital marketing strategy.

3. Critically assess the impact of digital technology on the marketing mix.

4. Analyse and critically evaluate the role of analytics for supporting marketing decisions.

Task 1: Blog (25 marks, LO1)

You are required to write a 1,250-word blog about digital innovations and their impact on marketing practice. The blog should be written for marketing professionals. In order to write the blog you should research the topic using both academic and professional journals. 

In your blog you should:

  • Discuss recent digital innovations which are relevant to marketing.
  • Critically assess the impact these innovations have on marketing practice.
  • Use real-life examples throughout the blog to illustrate your points.

The blog should be included in the assessment document and submitted through Turnitin.

Task 2: Presentation (25 marks, LO2) 

For a brand of your choice, you should create a PowerPoint presentation detailing a proposal for a new customer segment based on the principles of segmentation, targeting, and positioning. The presentation should be developed for the Chief Marketing Officer (CMO) of the company which

owns the brand you have selected. You should research the brand using online public sources and professional journals 

In the presentation slide deck, you should:

Provide brief background information on the brand you have chosen and its current target segment(s) and positioning in the market.

Using relevant Segmentation, Targeting, and Positioning theory/models propose and justify a new market segment for the selected brand. Clearly explain your rationale for the proposed segmentation approach, the selection of the target segment and the positioning against competitors in the market.

In your conclusion, critically evaluate the principles of segmentation, targeting and positioning in relation to digital marketing strategy.

The PowerPoint presentation should be a maximum of 10 slides (excluding slides containing the list of references) and include speaker notes for each slide with a maximum of 1,300 words in total. The slides and speaker notes should be included in the assessment document. Please speak to your tutor or module leader if you need further guidance on the format of the submission. 

Task 3: Digital marketing plan (40 marks, LO3 and LO4)

For your chosen company you should write a 2,000-word digital marketing plan which will be presented to the Management Board of the company. The company has asked you to help them develop a plan to raise brand awareness for the product or service they sell. You should research the company and its product or service using online public sources and professional journals. You should also use appropriate theories and frameworks to underpin your work.

In the digital marketing plan, you should:

  • Provide a brief summary of the chosen company and its product or service.
  • Specify marketing objectives for the company relevant to their overall aim of raising brand awareness.
  • Outline the recommended marketing mix and discuss the impact of digital technology on the marketing mix.
  • Provide justified recommendations for two specific metrics which can be used to monitor and measure the implementation of the plan.
  • Create a comprehensive strategic dashboard which can monitor whether the company is achieving its aim of raising brand awareness. Provide a rationale for the selected marketing metrics and KPIs.

Task 4: Presentation and structure (10 marks) Your portfolio of the three tasks should have:

  • A clear structure and layout in line with the requested formats.
  • Professional and concise writing style.
  • Appropriate Harvard referencing throughout the portfolio with a range of credible sources.
  • Dashboard with clear layout and easy to follow graphics.

The total word count of the portfolio should not exceed 5,000 words. This includes headings and sub-headings, text-based tables, and in-text citations. It does not include the cover sheet, appendices, numerical tables, reference list, contents page or list of figures.

Some further guidance and tips

You must spend adequate time researching your chosen organisation. You need to be sufficiently familiar with the organisation and its product or service to complete the tasks successfully.

Please ensure you set aside sufficient time to research, analyse and prepare (and re-draft where needed) this assignment. This portfolio assessment will be a challenging undertaking therefore, you will be given sufficient opportunities to practise key elements/aspects of the tasks as part of coursework activities and your tutor will provide regular feedback. 

The assessment should be written in a professional tone and should only contain relevant material that directly contributes towards answering the tasks.

The tasks will indicate any specific format requirements and recommended word limits, and it is expected the assessment will be presented accordingly.

The assessment has been developed so that it can be applied to organisations of all sizes and sectors. Where you feel that applying the assessment to the chosen organisation requires a creative approach to the concepts and theoretical principles explored, this is acceptable following discussion with and approval by your tutor. Where this occurs, the approach taken and the reasons for that should be outlined within the organisation summary in task 3.

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