Bio 101

Topics: Marketing, Strategic management, Marketing strategy Pages: 9 (2140 words) Published: September 22, 2014
DAV5356 Digital Marketing
Semester 1 | Year 3 | Project Brief

Faculty of Design
BA (Hons) in Advertising

DAV5356 Digital Marketing
Project Brief
Semester 1 | Year 3

DAV5356 Digital Marketing
Semester 1 | Year 3 | Project Brief

“The Internet has been the most fundamental change during my lifetime and for hundreds of years”– Rupert Murdoch.
Digital Marketing is to provide students with an intensive study about the current practice of digital marketing in Hong Kong and other major cities like New York and London. It covers the differences between traditional offline marketing and online digital marketing, the role of digital marketing in a business, digital marketing strategies, and the tools and evaluation methods for digital marketing. It specially instils practicality into this theoretical study. Students are required to study various case studies about the different successful digital marketing campaigns in our societies. They are also required to develop individual portfolios regarding how they would market and evaluate a product or service digitally.

Learning Outcomes
On completion of this module, students are expected to be able to: -

-

Evaluate different planning approaches and marketing environmental factors that influence online marketing activities in the digital era;
Analyze the importance of target marketing and emerging online consumer behavior characteristics;
Construct a digital marketing plan for an online campaign by applying different digital marketing strategies that align with the business objectives in the current digital environment; and
Formulate a marketing strategy for an online campaign that integrates digital and traditional marketing concepts.

DAV5356 Digital Marketing
Semester 1 | Year 3 | Project Brief

Assignment 1: Digital Marketing Research & Analysis

[weight:

20%]
The aim of this individual assignment is to assess students’ understanding of marketing mix and its application to an online campaign. Each student is required to choose a local or international company that has online presence and analyse its digital marketing direction based on the marketing mix. Beware of its nature of business (i.e. service or product marketing) and discuss one of its recent online campaigns. There are two major deliverables in this assignment. Deliverables:

01. Marketing Mix Analysis [weight: 10%]
The first one lists out the marketing mix items of the company and your descriptions / explanations.
02. Application of the Marketing Mix to an Online Marketing Campaign [weight: 10%] The second one is to describe and discuss the recent online marketing campaign the company has carried out with reference to the marketing mix in parts or in full. You should also include an image of that campaign to better explain the marketing mix of the company. Do limit your submission of this assignment to 4 pages.

Submit your assignment in pdf to Moodle.
Deadline: week 4 - 23rd Sep 2014 at 23:55 at Moodle

DAV5356 Digital Marketing

Faculty of Design | THEi
BA (Hons) in Advertising

Semester 1 | Year 3 | Project Brief

Assessment Criteria:
Digital Marketing Research & Analysis [weight: 20%]
- Analysis on Current Marketing Mix
- Applying Marketing Mix to an Online Marketing Campaign
Level of Performance
Fail
Analysis on Current
Marketing Mix
[10%]

ž

Applying Marketing
Mix to an Online
Marketing
Campaign
[10%]

ž

Information collected is
irrelevant to the analysis.

Analyse an online
marketing campaign with
the wrong interpretation
of marketing mix.

Pass

ž
ž

Some information is
fragmented and used
inappropriately to achieve
the purpose of the
analysis.
Analyse an online
marketing campaign with
a limited use of marketing
mix.

Satisfactory

ž
ž

Appropriate and relevant
information is collected to
develop a basic analysis.

Analyse an online
marketing campaign with
a proper use of marketing
mix.

Good

ž...
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