Understand and analyse the digital landscape and explain how it differs from traditional marketing management.

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Learning Outcomes for the item of assessment

This item of assessment covers the following learning outcomes. For the full list of learning outcomes for the module, please refer to the Module Study Guide.

Understand and analyse the digital landscape and explain how it differs from traditional marketing management.

Understand, explain and evaluate the technology, tools and techniques utilised in the changing digital marketing environment including the drivers of consumers’ online behaviour.

Analyse and evaluate the evolving role of digital marketing within an organisation.

Demonstrate an understanding by analysing and evaluating the technology and management of data and analytics that drive digital marketing and underpin its success.

Plan, implement and control a digital marketing campaign making use of frameworks, tools and techniques current in the industry, with the aid of simulation software.

Demonstrate an understanding by analysing and evaluating the digital consumer and the research tools that enable such an understanding.

Appreciate the principles of web design, website management and usability and their role in the success of digital marketing initiatives.

Demonstrate an understanding of the legal and ethical issues surrounding the capture, storage and use of customer data in a digital marketing context.

Work collaboratively to develop and implement a problem solving project. (C3 & C5)

Communicate (orally & in writing) concepts based on quantitative data. (C2 & C7)

Assessment 2 Details

5.1Task

The task for this assessment has three components:

Group participation in the digital marketing simulation game based on the scenario below

Two reflective group presentation based on your engagement with the simulation

An individual report on one of the digital marketing tools used in the simulation game

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The word limit for this assignment is 3,000 words (see Section 7 below for guidance about word limits).

According to new forecasts from eMarketer, the UK tablet market reached a significant milestone in usage in 2015 when, for the first time ever, the majority of the country’s consumers—50.3% of the population— used a tablet at least once per month. This figure is expected to rise to almost 60%, or 40.2 million tablet users, by 2019 (eMarketer 2015).

Assume that as an entrepreneur with a small electronics retail outlet on Tottenham Court Rd, London I have benefited from this growing tablet market, however with the astronomical commercial property rental costs

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