MKT09406 Written Assignment
Instruction
Using report format produce a Direct and Digital marketing plan for an organisation of your choice. Your plan must acknowledge two key areas: customer acquisition and customer retention.
You should think carefully what organisation you want to select. It might be a good idea to focus on an organisation that has a more limited digital presence as this will allow you to develop new ideas.
The report should be 3000 words (excluding front cover, contents page, headings, reference list, or appendices).
This assignment is worth 90% of the marks for the Module.
Your final assessment should be uploaded to the Turnitin submission area.
You need to download and include the AI cover sheet for this module with this assessment. This must be submitted into the correct link.
The assignment will be marked against the criteria presented on the marking guide below.
| Criteria | Contents | Approximate
Word Count |
Weighting |
| 1 | Analysing and evaluating the communications context |
600 |
20% |
| 2 | Presenting a coherent and current Direct and Digital Marketing strategy and Tactics (Retention and Acquisition!) |
1500 |
50% |
| 3 | Presenting and justifying appropriate schedule | 600 | 20% |
| 4 | Use of evidence and referencing | N/A | 10% |
Further Guidance
Context Analysis. Analysing and evaluating the communications context (20%)
-
- It should include a brief evaluation of the organisation’s previous DDM or marketing communications activities.
- Uses data from external sources to give further insight. This could include data from research reports, articles, websites, etc.
- Produce Key Issues. (A highly summarised SWOT could stand instead of Key Issues).
- Remember – don’t spend too long on Context Analysis. It is only worth 20% of the marks.
Presenting a coherent and appropriate Direct and Digital Marketing strategy and Tactics (Retention and Acquisition!) (50%)
-
- All strategies presented should be consistent with the organisation’s current marketing strategy and with its brand values.
- Your Tactics should be based on presenting and justifying an appropriate selection of Direct and Digital Marketing media and activities for Customer Acquisition and Retention.
- Media choices: you can include media such as direct mail, magazine advertising, email, internet advertising.
- Activities could include database marketing, search engine marketing, sales promotion, activity in social networks or anything else that is difficult to classify as media but is a recognised DDM activity and something that the organisation needs to do in your plan.
- Creative side: Try to be as creative as you can!
Presenting and justifying appropriate schedule (20%)
We need a schedule. We want to see some justification for the patterns you recommend in it and a brief explanation is also needed. A Gannt chart of a table can be useful (though must contribute to the word count).
References (10%)
There should be citations in the text and Reference List at the end (presented according to APA 7 conventions).
Additional Information
The assessment should be in report format.
An executive summary or abstract is not required.
Please insert page numbers.
You do have a +/- 10% allowance, so your final assessment can be 3,300 words (excluding cover page, front page, contents page, reference list).
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