SEMESTER 1 2024/25
INDIVIDUAL COURSEWORK BRIEF:
|
Module Code:
|
MANG6517
|
Assessment:
|
Individual Coursework
|
Weighting:
|
100%
|
|
Module Title:
|
Marketing in the Digital Age for Accounting and Management
|
|
This assessment relates to the following module learning outcomes:
|
|
|
A. Knowledge and understanding.
Having successfully completed the module, you will
be able to demonstrate knowledge and understanding of:
|
A1. The impact of digital technology on marketing in the digital age.
A2. The continuing importance of customer engagement. A3. Awareness of ethical issues arising from advanced
technologies.
|
|
|
|
B. Subject Specific Intellectual and Research Skills. Having successfully completed the module, you will be able to:
|
B1. Evaluate and apply digital marketing principles and techniques.
B2. Critically analyse and evaluate marketing concepts and approaches.
|
|
C. Transferable and Generic Skills.
Having successfully completed the module, you will be able to:
3
|
C1. Demonstrate effective written communication.
|
Individual Coursework Brief
This coursework enables you to bring together the research and analysis you have completed to produce an individual report for a British brand, Catalyse Life Drinks (https://catalyselifedrinks.com/). You will focus on the digital marketing strategies Catalyse Life Drinks uses in the UK.
Your role is to act as a marketing consultant hired by the company to analyse the market and Catalyse's strategies for engaging with customers. You then need to advise them on how they could improve customer engagement.
The key tasks involved in developing your assignment are:
1. Analyse and develop a brief overview of the company and the UK non-alcoholic beverages/soft drinks industry.
2. Identify the strengths, weaknesses, opportunities, and threats for Catalyse in the digital age.
3. Identify a specific segment to target and create a visual of the persona profile for Catalyse in the UK.
4. Conceptualise customer engagement. Then, considering the customer persona, evaluate the capacity for customer engagement found in the digital marketing strategies (e.g., content development strategy, customer experience strategy, social media strategies, etc.) used by Catalyse.
5. Recommend improvements to Catalyse’s digital marketing strategies to enhance customer engagement and increase sales.
Structure for the assignment:
Title page
Introduction
Analysis of the company and the UK non-alcoholic beverages/soft drinks industry.
(Roughly 300 words)
Conduct SWOT analysis
Highlight the strengths, weaknesses, opportunities, and threats for Catalyse.
(Roughly 600 words)
Target market & Customer persona profile
Identify and justify the segment to target (e.g., demographics, behaviours, attitudes, motivations, brands, etc.). Based on this segment, create a persona profile (visual format) for Catalyse in the UK. The persona profile should reflect an existing segment and be based on research. Justify your choices.
(Roughly 600 words)
Customer engagement: Conceptualisation and strategies
Define customer engagement and its dimensions. Considering the customer persona, evaluate Catalyse’s digital marketing strategies (e.g., content development strategy, customer experience strategy, social media strategies, etc.) used in the UK to engage with customers in light of the digital customer literature. Practical observations and examples of Catalyse’s customer engagement should be used to justify the arguments.
(Roughly 1000 words)
Recommendations
Considering existing literature/theories, the SWOT analysis, and the customer engagement strategies discussed in the previous section, suggest recommendations for Catalyse to enhance customer engagement and boost sales through digital marketing. Justify your suggestions.
(Roughly 500 words)
References
Appendix
(Including an appendix is not compulsory; use the appendix only to provide relevant additional details)
* Please note word count for each section is a guideline only.
_____________
Marking/Grading Criteria:
Your work will be graded based upon:
Introduction and analysis of SWOT: 25%
Target market & Customer persona profile: 15%
Customer engagement: Conceptualisation and strategies: 30%
Recommendations: 20%
Presentation, structure, writing style. and referencing: 10%
____________
Writing the report
• Title page: It should include the module code and name (MANG6517 Marketing in the Digital Age for Accounting and Management), assignment title (Digital Marketing assignment for Catalyse Life Drinks), your student ID number and the word count (The word limit is 3000 +/- 10%).
• Structure your assignment: It is essential to have a strong and coherent structure. Use numbered headings to break your report into discrete sections. Adding subtitles (if appropriate) will make the report more structured and easier to read and comprehend.
• Avoid lengthy descriptions and lengthy paragraphs. Show that you can apply the digital marketing theories and concepts you have learnt.
• The word count covers everything in the file (as per the word count function in the software package), including the title page but excluding the reference list and appendices.
• All tables and figures should be labelled and numbered. The source(s) of the table/figure needs to be cited.
• Follow Harvard Referencing System. The reference list (i.e. NOT a bibliography of everything that you have read) should be sorted alphabetically by first author’s surname: do not separate out different types of sources (books, journals, etc) into different lists. Do not number the list.
• Use an appropriate writing style. This means avoiding informalities like “haven’t”, “can’t” and “isn’t”, and avoid slang unless you need to use it - in a quotation - to make a point. Do not use abbreviations such as “&” for “and”. Avoid using the first person (I, we).
• The first time you use an acronym (e.g., NPD), put the acronym in parentheses after the full term (e.g., new product development (NPD)). Thereafter you can stick to using the acronym.