MN5612 Digital Marketing Strategy Assignment

MSc Digital Marketing

MN5612 Digital Marketing Strategy – Spring Term 2024-2025

School of Business and Management, Department of Marketing

Module Leader: Dr. Anabel Gutierrez

Email: anabel.gutierrezmendoza@rhul.ac.uk

Feedback Hours: Online, by appointment

Note: Please check Moodle regularly for the latest updates and resources.

Module Introduction

This module introduces the core concepts of digital marketing strategies, focusing on developing and assessing these strategies at the micro and macro levels. Students will explore frameworks, tools, and trends in digital marketing, considering the evolving impacts of consumer behavior, corporate dynamics, and societal changes over time.

Learning Outcomes

✅ Demonstrate a working knowledge of digital marketing strategies, methods, and practices.
✅ Critically evaluate the impact of the digital marketing environment on strategic marketing management.
✅ Analyse micro and macro environments to evaluate digital marketing strategies.
✅ Connect theoretical frameworks to societal contexts and issues in analytic, critical, and creative ways.

Course Readings

Core Textbook: Chaffey, D., & Ellis-Chadwick, F. (2022). *Digital Marketing*. Eighth Edition, Pearson.

Additional Readings:

Chaffey, D., & Smith, P.R. (2023). *Digital Marketing Excellence*. Sixth Edition, Routledge.
Crestodina, A. (2019). *Content Chemistry: The Illustrated Handbook for Content Marketing*. Fifth Edition, Orbit Media Studio.

For a comprehensive list, visit the Online Reading List.

1. Session Plan

Session
Topics
Activities

1
09-10-24

Digital Marketing Fundamentals
Online Marketplace Analysis: Micro-environment
The Digital Macro-environment

Activity: Brand Selection

2
16-10-24

Digital Marketing Strategy
Digital Branding and Marketing Mix

Activity: Harvard Business Simulation

3
23-10-24

Campaign Planning for Digital Media
Marketing Communications Using Digital Media

Guest Speaker: Adrian Kingwell (Mezzo Labs)

Assessment Details

Your final grade is based on two components:

Group Report: PowerPoint presentation (20%)
Individual Report: Digital Marketing Plan (80%)

Assessment
Topic
Length/Format
Weighting
Deadline

Individual Report
Digital Marketing Plan
3000 words
80%
11/11/24

Assignment Tasks

Brand Overview: Describe the brand’s history, values, and market positioning. (Approx. 300 words)
Micro and Macro Environment: Use frameworks like PESTLE and Business Model Canva for analysis.
Digital Marketing Plan: Include SMART objectives, strategies (SEO, SEM, Social Media, etc.), and a promotional plan.
Monitoring and Evaluation: Propose tools and methods to measure success.

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