You will be provided with an assignment in the form of a client brief posted on Blackboard which acts
as the context for this modules assessment.
The client is a charitable organisation that operates within the U.Ks not-for-profit sector primarily to
enhance the health and wellbeing of people in communities across the UK.
The client brief you will receive contains background information about the organisation such as their
vision, mission, size, and purpose in society. The clients brief further offers insight into their strategic
intent.
You will assume the role of a marketing executive who will unpack the clients strategic intent, conduct
research into their digital and social media environment to advice on their digital ecosystem and
recommend how they should operationalise their strategic intent.
Your report is aimed at senior management of the charitable organisation and therefore should be
presented in a professional report format. You 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 of the Charity as you understood it from the brief, main body of report 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.Write an 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 this Charitable organisations marketplace (LO 1 and LO 5).
3. Identification and assessment of the applicability of digital marketing tools by this charitable
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 this Charitable organisation for engaging consumers to enhance Customer Experience
(CX). Your evaluation should include the creation and appraisal of the organisations 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 Charitys 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 to reports that go beyond the basic LOs and clients 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)
Last Completed Projects
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