FIRST ASSESSMENT
DIGITAL MARKETING ANALYSIS
Deadline: 6 April, 8.00 pm
Value: 40%
Word count: 2,000 words (+/- 10%)
Format: Report
Task: Conduct a research and investigate how a client utilises digital marketing campaign to thrive in
a competitive market. You are free to choose any client (EXCEPT for the following: Nike, Adidas,
Apple, Samsung, Pepsi, Coca-Cola, McDonalds, and AirBnB). However, take note that you will
produce a digital marketing strategy for the direct competitor of your chosen client in AT1.
In producing the report, you need to address the following sections:
1. Executive Summary. A brief overview of the report’s key highlights. Maximum of 300 words. This
section is excluded from the word count.
2. Brand overview. Provide a brief background about the brand - what is it, what company
promotes it, and so forth. Research your brand drawing on secondary sources of information.
This is desk research. If you are not familiar with the term, the following short piece may help:
https://www.managementstudyguide.com/desk-research.htm Note for example, the advice
on researching customers.
3. Target market. Determine the target market of the brand, providing details on the market’s
demographics, psychographics, digital media profile and so forth. Obviously, you MUST NOT
approach customers for this assignment. As digital marketers and your job is to search and
learn about your customers and their experience. To get started on the background of your
product market visit IBISWorld and locate a relevant industry report:
http://www.deakin.edu.au/library/a-z/databases?record=e1000092
4. Audit of digital media channels. Conduct an audit of the different digital media channels and
strategies deployed in promoting the brand. You can check websites, social media sites,
publications, marketing communications, and so forth.
5. Evaluation of digital media contents. An analysis of the different types of digital media
contents used in promoting the brand. You can check websites, social media sites,
publications, marketing communications, and so forth.
6. SWOT analysis.
Strength. The key strengths of the digital marketing strategy.
Weaknesses. The possible weaknesses of the digital media strategy.
Opportunities. Opportunities that may arise from a digital marketing approach.
Threats. Potential threats of a digital marketing strategy that may undermine the brand.
7. Recommendations. By building on your findings and analysis, provide recommendations in
amplifying ensuring the success of the brand through the use of a digital marketing strategy
in a competitive market.
FIRST ASSESSMENT
DIGITAL MARKETING ANALYSIS
Deadline: 6 April, 8.00 pm
Value: 40%
Word count: 2,000 words (+/- 10%)
Format: Report
Task: Conduct a research and investigate how a client utilises digital marketing campaign to thrive in
a competitive market. You are free to choose any client (EXCEPT for the following: Nike, Adidas,
Apple, Samsung, Pepsi, Coca-Cola, McDonalds, and AirBnB). However, take note that you will
produce a digital marketing strategy for the direct competitor of your chosen client in AT1.
In producing the report, you need to address the following sections:
1. Executive Summary. A brief overview of the report’s key highlights. Maximum of 300 words. This
section is excluded from the word count.
2. Brand overview. Provide a brief background about the brand - what is it, what company
promotes it, and so forth. Research your brand drawing on secondary sources of information.
This is desk research. If you are not familiar with the term, the following short piece may help:
https://www.managementstudyguide.com/desk-research.htm Note for example, the advice
on researching customers.
3. Target market. Determine the target market of the brand, providing details on the market’s
demographics, psychographics, digital media profile and so forth. Obviously, you MUST NOT
approach customers for this assignment. As digital marketers and your job is to search and
learn about your customers and their experience. To get started on the background of your
product market visit IBISWorld and locate a relevant industry report:
http://www.deakin.edu.au/library/a-z/databases?record=e1000092
4. Audit of digital media channels. Conduct an audit of the different digital media channels and
strategies deployed in promoting the brand. You can check websites, social media sites,
publications, marketing communications, and so forth.
5. Evaluation of digital media contents. An analysis of the different types of digital media
contents used in promoting the brand. You can check websites, social media sites,
publications, marketing communications, and so forth.
6. SWOT analysis.
Strength. The key strengths of the digital marketing strategy.
Weaknesses. The possible weaknesses of the digital media strategy.
Opportunities. Opportunities that may arise from a digital marketing approach.
Threats. Potential threats of a digital marketing strategy that may undermine the brand.
7. Recommendations. By building on your findings and analysis, provide recommendations in
amplifying ensuring the success of the brand through the use of a digital marketing strategy
in a competitive market.
POINTERS:
Use Harvard Referencing Style.
https://www.deakin.edu.au/ data/assets/pdf_file/0012/2230401/Deakin-guide-to-
Australian-Harvard.pdf
A minimum of 3 scholarly resources and 5 non-scholarly resources.
Do not plagiarise!
Use a report formatting. You should use Headings and Subheadings. If you’re not sure how to
write a report, check this link: http://www.deakin.edu.au/students/studying/study-
support/academic-skills/report-writing
Paraphrase carefully. You must not use more than 10% of the word count for direct quotes.
You can check the link below to generate relevant reports for your chosen brand:
Please follow the format of the report below:
FORMAT
1. Title Page. This includes the unit title, the name of your case study, your name, student
number, and date of submission.
2. Table of contents. This details the sections of the report.
3. Executive summary. This presents the key points of the report. Have a look at this link to know
more: https://www.businesswritingblog.com/business_writing/2013/05/write-better-
executive-summaries.html
4. Body of the report.
4.1 Brand overview
4.2 Target market.
4.3 Audit of digital media channels
4.4 Evaluation of digital media contents
4.5 SWOT analysis
4.6 Recommendations
4.7 References
*Image by iGmena (CC BY-SA 4.0).
POINTERS:
Use Harvard Referencing Style.
https://www.deakin.edu.au/ data/assets/pdf_file/0012/2230401/Deakin-guide-to-
Australian-Harvard.pdf
A minimum of 3 scholarly resources and 5 non-scholarly resources.
Do not plagiarise!
Use a report formatting. You should use Headings and Subheadings. If you’re not sure how to
write a report, check this link: http://www.deakin.edu.au/students/studying/study-
support/academic-skills/report-writing
Paraphrase carefully. You must not use more than 10% of the word count for direct quotes.
You can check the link below to generate relevant reports for your chosen brand:
Please follow the format of the report below:
FORMAT
1. Title Page. This includes the unit title, the name of your case study, your name, student
number, and date of submission.
2. Table of contents. This details the sections of the report.
3. Executive summary. This presents the key points of the report. Have a look at this link to know
more: https://www.businesswritingblog.com/business_writing/2013/05/write-better-
executive-summaries.html
4. Body of the report.
4.1 Brand overview
4.2 Target market.
4.3 Audit of digital media channels
4.4 Evaluation of digital media contents
4.5 SWOT analysis
4.6 Recommendations
4.7 References
*Image by iGmena (CC BY-SA 4.0).