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MGT3006: Digital Marketing
The University of Sheffield
Assignment Title: Evaluating and Designing Digital Marketing Strategies for a Sheffield-Based Company
Submission date: 27 January 2026
Date for return with feedback: 27 February 2026
Weighting: 100%
Word Count: 3000
Task Description:
Part 1: Requirements:
Students should develop a digital marketing strategy plan for a real-life micro business or SME (small and medium-sized enterprise with fewer than 250 employees) based in Sheffield. To verify the number of employees, you can visit the selected company’s website or search for them on the Companies House website (https://www.gov.uk/government/organisations/companies-house).
Important Considerations:
DO NOT contact your chosen company, including interviewing the owners, any associated individuals, or customers/consumers, as this requires ethical approval.
Examples of micro businesses or SMEs:
- Bakery/Delicatessen
- Green Grocers
- Independent Car Dealership
- Independent Fast Food Restaurant
- Laundrette
- Independent Health Food Store
- Café/Coffee Shop
- Health Spa
- Independent Gym
- Accountancy Firm
- Tattoo Parlour
- Newsagents
- Florist
- Independent Restaurant
- Hairdressers/Barbers
- Local Convenience Store
- Independent Tech/Computer Company
- … The selected company must have at least some existing social media presence or another form of digital marketing (e.g., a website) to be eligible for this assignment.
Completing this assessment will require desk research into the rationale for choosing the company and the digital marketing topics covered. There are plenty of sources provided in the “Reading list” on Blackboard, and students are expected to engage in independent reading, utilising library and secondary sources. There is no expectation or requirement to contact the selected company or conduct primary research. The formal briefing for this assessment will take place during the final lecture.
Part 2: Main Assignment Tasks
(Detailed guidelines for the assignment tasks will be provided during the lectures and will also be made available on Blackboard):
- Task 1: Introduction: Introduce the topic and provide a brief background of the selected company (critical; justify your choice). Propose SMART digital marketing objectives for the chosen company.
- Task 2: Critique of Current Digital Marketing Strategy: Analyse the current digital marketing strategy employed by the company (i.e., social media marketing and the company’s website) using the theories and analytical tools learned in the module.
- Task 3: Details of the Proposed Digital Marketing Strategy: Demonstrate the application of digital marketing theory to the selected company and provide recommendations for the most appropriate use of digital marketing.
- Task 4: Reflection on Using Generative AI for Social Media Marketing (note: detailed guidelines for this task will be made available on Blackboard): Explore the practical applications and implications of using Generative AI, specifically ChatGPT, in social media marketing for the chosen company.
This task involves creating social media content, using both ChatGPT and your own creativity. Focus on only one of the following options to complete this task:
o Option 1: Social Media Post. Objective: To compare different approaches to creating a social media post for your chosen company, focusing on the same marketing communication objective.
o Option 2: Managerial Response to an Online Negative Review. Objective: To compare different methods of crafting a managerial response to an online negative review for your chosen company, while maintaining a consistent approach to customer service and reputation management.
Part 3. Assignment Structure: Your submission should be in a business report format, which means it must include the following sections:
- Title Page: This should include the assessment title and your student number only.
- Executive Summary: A brief overview of the report (maximum 300 words, excluded from the main word count).
- Contents Page
- Introduction (200 words)
- Critique of Current Digital Marketing Strategy (900 words)
- Details of the Proposed Digital Marketing Strategy (1000 words)
- Reflection on Using Generative AI for Social Media Marketing (900 words)
Maximum Word Length – 3,000 words
Use of GenAI:
For information on what Generative Artificial Intelligence is and how it relates to your studies and assessment, please refer to the University AI Guidance. The use of Gen AI for the MGT3006 coursework is permitted only for the purposes of conducting sentiment analysis, completing TASK 4 of your assignment and for checking and improving spelling, grammar, and vocabulary. Please see more details below:
- Developing Content: Gen AI tools (e.g., ChatGPT) should only be used for conducting sentiment analysis and addressing TASK 4 of your assignments and must not be used to develop content for other parts of your MGT3006 coursework.
- Referencing: You should not use Gen AI tools as sources in your coursework and must not cite anything generated by a Gen AI tool. This is because Gen AI tools may not consistently provide accurate information and citations. Using imprecise or unrelated references from Gen AI could lead to unintentional unfair means (plagiarism), adversely affecting your grade.
- Improvement of English Spelling, Grammar, or Vocabulary: If you have used Gen AI for these purposes, you should include a declaration to acknowledge this usage.
Learning outcomes being assessed:
- LO1: Display a critical knowledge of underlying principles of digital marketing theories and the evolution of digital marketing, making references to lessons from traditional marketing theory.
- LO2: Apply and critically assess the implementation, control, and evaluation of the digital marketing planning process.
- LO3: Discuss and critique marketing case studies that bring various examples from the digital marketing world including novel issues such as social media marketing and online consumption communities.
- LO4: Conduct a critical analysis of contemporary issues and challenges in the field of digital marketing.
- LO5: Develop an understanding of all the major aspects of marketing on the Internet, for instance Internet marketing communications, digital customer relationship management and online branding.
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