Task:
You should select an organisation of your choice from any sectors for use as the context to address
the assessment criteria and meet the module learning outcomes. You are advised to select an
organisation that you are familiar with and that has publicly available information. If doubt, please
speak to your module tutor for guidance.
Taking the role of a Marketing executive, write a 2000-word report to the directors of your chosen
organisation.
In your report, you should critically evaluate the adoption and effective application of digital
marketing tools to enhance customer experience for your chosen organisation.
Your report should be presented in a professional report format, which should include amongst
others, a table of content, where necessary – a list of figures and a list of tables, an introduction that
outlines the purpose of your report, Background information about your chosen organisation, main
body with clear headings and sub-headings, recommendations, conclusion, list of references and
where necessary – appropriate appendices
Your report should address amongst others, the following:
1. An explanation of the evolution of digital technology landscape, and where necessary,
describing the key digital marketing concepts (LO 1).
2. Discussion about the changing nature of the digital marketing environment with emphasis
contextualised to your chosen organisation’s marketplace (LO 1 and LO 5).
3. Identification and assessment of the applicability of digital marketing tools by this organisation
for marketing communication purposes (LO 1 and LO 2).
4. Using appropriate theory and concepts to support your argument, evaluate the digital
platforms and tools used by your chosen organisation for engaging consumers to enhance
Customer Experience (CX). Your evaluation should include the creation and appraisal of the
organisation’s consumer persona(s), appreciation of their consumer personas’ Customer
Journey Map (CJM), and the role of Omnichannel Marketing to enhance the Customer
Experience of this organisation’s customers (LO 3).
5. Recommendations on how this organisation should use digital and social media technology
to address marketing issues of relevance to their achievement of their wider purpose and
objectives (LO 1 – 4)
Higher marks will be awarded for reports that go beyond the basic LO’s and client’s brief to
demonstrate compelling creativity in application, synthesis and critical evaluation of marketing
theory and concepts.
You will need to demonstrate:
– Depth of knowledge and understanding (30% of total marks)
– Application of theory and concepts in context (30% of total marks)
– Critical evaluation and Intellectual Skills (e.g., ability to analyse, synthesis and to construct
compelling arguments with evidence of analytical reflection) (15% of total marks)
– Academic rigour, use of research informed Literature (including referencing, appropriate academic
conventions and academic honesty) (15% of total marks)
– Graduate Skills for Life and Employment (10% of total marks)
Employability Skills
This assessment covers the following employability skills, which you could demonstrate on your CV
and at job interviews if you successfully pass the assessment:
• Communication
• Writing
• Problem solving
• Take initiative and self-motivating
• Critical thinking
• Can work under pressure and to deadline
• Planning and organisation skills
• Ability to learn and adapt
• Industry/commercial aware
• Digitally literate
• Creativity/lateral thinking
• Time management
• Project management
• Influencing
• Intellectual curiosity
• Flexibility
• Interpersonal
• Perseverance
• Confidence
• Integrity and accountability
• Decision making
Table of contents, Harvard style refferences and quotes citations in text needed, also cover page needed.
I will atach module study guide please read all the info neded there.