Assignment Information

Module Name: Advertising & Digital Marketing Strategy

Module Code: 6025MKT

Assignment Title: CW1 Strategic digital advertising audit and planning

Assignment Due: 03/11/2025 before 6pm

Assignment Credit: 10 Credits

Word Count (or equivalent): 2000 words

Assignment Type: Standard

Percentage Grade (Applied Core Assessment). You will be provided with an overall grade between 0% and 100%. To pass the assignment you must achieve a grade of 40% or above.

Assignment Task

There are two options available for you to complete CW1 for 60250MKT ‘Advertising & Digital Marketing Strategy’:

Option 1: ‘X-Culture’

This is an alternate assignment route for the 6025MKT module based on the cross-cultural ‘X-Culture’ global competition. It can be voluntarily undertaken by students on this module and is an eight week group assignment. Students must register to be part of a virtual 6-person team, each member being from a different country, and you will undertake a group report of c.4000 words. Successful completion of this project negates the requirement to undertake the published CW1 assignment; CW2 will be an individual assessment brief based on your X-Culture company. The X-Culture brief will be presented when available and must be completed between 06/10/2025 (Week 4) and 30/11/2025 (Week 9).

Option 2: Strategic digital advertising audit and planing

This assignment requires you to write a 2000-word report, aimed at the senior marketing management team at ONE of the organisations represented in the advertising examples given below. You represent an agency that has been asked to analyse and evaluate a recent marketing communications campaign. You are required to write a report on the strengths and weaknesses of your brand’s communications tactics and strategy, in line with the requirements stated below.

You are expected to undertake an in-depth analysis of the brand’s marketing communications strategy and evaluate it by choosing ONE of the advertising campaign options provided (see below).

Your analysis of the marketing communications strategy provides a foundation for your evaluation of this strategy.  You will make use of appropriate marketing communications theories – and explain how they are relevant – to support and guide your analysis and evaluation.

Your report is expected to consider the following (justify your comments with secondary sources):

1. Overview of the selected advertisement and the likely campaign’s objectives based on the existing example

2. Identify target segments and analyse a typical audience’s decision-making process regarding the product. Explain the audience’s response behaviour; this should be clearly linked to the target audience profile.

3. Analyse and evaluate the advertisement’s communications tactics and strategies.

4. Analyse the design and creative strategy, e.g. copy and image design, execution styles etc.

5. Summarise the strengths and weaknesses of your chosen advertisement.

These ads are real however the brands have been fictionalised. You must not contact any brand organisation.  All the materials you require for this task are available from secondary sources.

*Please select ONE of the following advertisements:

Online vape-store

Online horse-race betting platform

Speed-camera detector installation

Skincare & Collagen injection

Online pay day loan platform

Use of Artificial Intelligence (AI):

This assessment is categorised as AMBER for the use of AI.

You may use AI for the following only:

· Inspiration: using AI tools to generate research questions or idea suggestions.

· Planning and management: using AI tools to suggest a title, structure, subheadings, or themes, to generate templates, to suggest processes for task management, or to generate prompts to assist thinking through assessment structure or task management.

· Summarising and consolidating notes: using AI tools to summarise notes or to consolidate notes.

· Presentation: using AI tools to present data in an accessible format such as by generating, graphs, charts, tables, slides, images, word-clouds, animations, or captions.

· Checking: using AI tools to proofread work.

Where permitted, any assistance/content generated by AI is not your own work and must be acknowledged within your work (see submission instructions below). Failure to do so is academic misconduct.

You MUST NOT use AI tools for:

· Ideation: The concept for any campaign development appropriate to your identified target audience(s), must be generated via your own personal creative development, experience and knowledge

· Image creation: The creation of any new marketing asset or advertising must be your own work

· Copy generation: The creation of all marketing copy and visual assets (outside of the existing content headings already on the template provided) must be your own work

· Summarising and consolidating notes and sources: You must not use AI tools to summarise your report in the final section.

If using AI tools in the development of your assignment (in line with the mandatory criteria stated above), you must reference which tools you have used and for what purposes you have used them. This information must be acknowledged before your reference list.

It is your responsibility to keep a record of how your thinking has developed as you progress through to submission. Appropriate evidence could include: version controlled documents, developmental sketchbooks, or journals. This evidence can be called upon if we suspect academic misconduct.

Submission Instructions:

· The assessment must be submitted by 18:00 hours on 03/08/2025. No paper copies are required. You can access the submission link through the module web.

· Please ensure that you have submitted your work using the correct file format, unreadable files will receive a mark of zero. The Faculty accepts Microsoft Word document only. PDF files will not be accepted.

· Your coursework will be given a zero mark if you do not submit a copy through Turnitin/Handin. Please take care to ensure that you have fully submitted your work.

· All work submitted after the submission deadline without a valid and approved reason (see below) will be given a mark of zero.

· You need to acknowledge how you have used any AI tool by inserting a table as per the example below before your list of references:

Development of Skills and Attributes:

This module is designed to help the students achieve all the graduate attributes, as specified below. Discussions during the lectures and activities during the seminars help in achieving the following graduate attributes.

· adapt approach;

Marking and Feedback

How will my assignment be marked?

Your assignment will be marked by the module team

How will I receive my grades and feedback?

Provisional marks will be released once internally moderated.

Feedback will be provided by the module team alongside grades release, which can be accessed via module Aula page.

Feedback will be provided on Turnitin via general and ‘in text’ comments alongside grade release.

Your provisional marks and feedback should be available within 2 weeks (10 working days).

What will I be marked against?

Details of the marking criteria for this task can be found at the bottom of this assignment brief.

Assessed Module Learning Outcomes

The Learning Outcomes for this module align to the marking criteria which can be found at the end of this brief. Ensure you understand the marking criteria to ensure successful achievement of the assessment task. The following module learning outcomes are assessed in this task:

1) Synthesize creative techniques and strategies for advertising in a digital environment based on insight from the internal and external environment.