Coursework Brief:
In this individual report you should use the information and analysis of your chosen company that you have
collected and conducted in lecture activity sessions, and complete the report for the company’s digital
marketing strategy development.
You are to take on the role of digital marketing strategist in a marketing consultant company. Your task is to
design a digital marketing strategy for an organization. The organization you select should operate in the UK
retail industry. Your report should contain the analysis of the organization’s market environment, designing
digital marketing objectives, developing digital marketing strategy, and applying appropriate digital
communication channels, as well as the relevant evaluation and monitoring.

You should consider the following process:

1) The choice of company. You can choose any business organisation that operates in the retail
Industry in the UK market. The organisation can be domestically based or a multinational business
from another country, but it must operate in the UK market. You should be able to find sufficient
information about this organisation to undertake the task for this report.

2) Situational analysis. After you have selected the company, you should conduct situational analysis
to analysing the macro and micro environment. This part of content aligns with lecture 2 and 3.

3) Digital marketing objective(s): Once you have gained sufficient knowledge of market environments,
you should design an attainable and measurable digital marketing. Please check lecture 4 for further
information.

4) Designing digital marketing strategy: To achieve the objective(s), you need to develop relevant
digital marketing strategies, this can be developing online buyer personas, brand positioning and/or
customer journey mapping etc. The content of this step should align with lecture 5 -7.

5) Developing digital communication mix strategy: along with the marketing strategy you have
identified in the above step, you need to develop tactical digital communication mix strategy. This
part of content relates to lecture 8-10.

6) Monitoring: outlining relevant controlling actions to evaluate and monitor your digital marketing
activities. Please refer to lecture 11 for further information.

Structure, formatting and word limit:
 Your report should be presented in a clear, concise, and well-structured manner. The structure for
the report should be:
o Title page
o Executive summary: summarise your report with brief statements. It should be less than 300 words;
o Introduction: provide a brief background information of the company, your rational of choice, the aim and purpose of this report;
o Situational analysis: identify the market environment through conducting customer, competitor and market analysis;
o Digital marketing strategy objectives: setting up attainable and measurable digital marketing objectives;
o Digital marketing strategy development: developing appropriate strategy to achieve the goal, which can be developing buyer persons, brand positioning and/or relevant customer journey mapping, and so on;
o Digital communication strategy: develop relevant communication strategies through the application of different digital channels;
o Controlling: monitoring and evaluating performance;
o Conclusion: to conclude your report;
o References

 You should also provide titles for any diagrams, pictures, charts, figures, and tables. If they are taken
from a particular source, please provide relevant citations and references. If you have any queries
about the format, please discuss these with your lecturer.

 You report should be no more than 4,000 words (allowing +/-10% either side of the word count).
The word count includes executive summary, tables, figures, but excludes references and
appendices. Relegating large sections of text from the main report to appendices constitutes an
abuse of the word limit.
Success in the assignment will be based on the following criteria:
 Have conducted a good situational analysis (15%);
 Have set up attainable and measurable objectives (10%);
 Have developed appropriate digital marketing strategy (15%);
 Have developed relevant digital communication strategies (15%);
 Have appropriate monitoring and evaluation systems (10%);

Shows an understanding of theory and concepts, and an ability to critically assess them (15%);
 Clearly presented, rigorously argued and focussed analysis; Arguments supported with effective
evidence and sources (10%);
 Report structure, style, and the scope of relevant literature including reference list (10%).