Description

Regent College London

University of Bolton

Module Number: BMP3006

Module Name: Practical Digital Marketing.

Year/Trimester/Cohort: 2023-24/ Semester 1/ June 2024 Cohort

Module Tutor/s: Vivian Leung/ MD Mahmudul Hasan/ Muhammad Bhuiyan/ Prince Sajjad/ Nurul Bhuiyan/ John Orji/ Kohol Shadrach Iornem

Assessment Number: 1 of 1

Assessment Type (and weighting) Written Portfolio – 100% (3000 words)

Assessment Name: Digital Marketing

Assessment Submission Date: Sunday 13 October 2024 at 23:59

Learning Outcomes Assessed:

LO1: Describe the importance of the marketing and communications functions to organisations.

LO2: Explain how digital marketing can be used in communications strategies.

LO3: Examine how digital communications can be used in a specific marketing strategy.

Assessment Brief:

You have been given the task to prepare a well-developed portfolio of 3000 words with supporting evidence and relevant information you have gained in your studies as well as further research on digital marketing. In your portfolio you will demonstrate your knowledge of practical digital marketing and its use in today’s businesses. Ensure to include in your portfolio, appropriate evidence in addition to your write up, such as screenshots and images of your selected company’s digital marketing communications.

TASK 1: 1000 words

Describe the Marketing Mix (7ps) and the Communication (Promotional) Mix functions, specifically: Personal Selling and Sales Promotion and why they are important to organisations. Provide appropriate examples to support your answer. (30 marks).

TASK 2: 1000 words

Describe the following specific digital marketing channels: Affiliate Marketing and Email Marketing and explain how these two digital communication channels help organisations in their marketing communication strategies to reach their target audience. (30 marks)

TASK 3: 1000 words.

You are required to select an organisation of your choice and using the AIDA Model explain how the company used social medial platforms to promote a specific marketing campaign. Include screenshots and images of the campaign selected and ensure they are correctly cited. (30 marks)

Your portfolio should be grammatically correct and include in-text citations and a list of references at the end in the Harvard style. (10 Marks)

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