This is a report where you will be asked to compare the digital marketing activity for two brands of your choice using data that you collected in Element 011 for which you will have received feedback. You can analyze this data and use it as evidence in your report.
The rationale for assessment design:
This assessment relates to the learning outcomes by asking you to critically analyze how digital marketing helps an organization gain and maintain competitive advantage (LO1); specifically relating it to a business sector of your choice (LO2); and asks you to use theoretical frameworks and models (LO3) to assess the strategy of two brands (LO4). It will help you to dig deep into digital metrics data to establish points of comparison and to see, overall, which brand is using digital most effectively.
Following on from Element 011, you will use the same two brands and the data you collected for your audit to write a report comparing the digital activities of the two organizations or brands. You will argue which is the most successful against your identified criteria. You should choose 3 criteria with which to compare the brands. You should employ a scoring system to rank each criterion (e.g. traffic lights, marking scheme, star ratings).
Suggested Outline Structure
- You could include a brief introduction which explains why you felt these two brands/organizations were comparable and details about the brands/organizations. NB: If you choose a large organisation, it is appropriate to narrow this down to a country or region e.g. Coca-Cola and Pepsi-Cola`s activities in the UK.
- Main Body - for each criterion, you could compare the selected brands by drawing on your data and analysing it. You should use tables / charts / figures as appropriate. You should reference literature to support your findings and the approach taken. You could assess the `winner` at the end of each criterion.
- Conclusion - weigh up based on your evidence, your opinion, and your understanding of digital academic and professional literature, which is the `winner`.