Digital Marketing II DT364/4 Individual Assessment
plz there are 2 section required you have to do both of them.
plz you have to read the paper carefully and do as she asked.
for this assessment we get chance to get feedback and edit some information if she ask.
Digital Marketing II DT364/4 Individual Assessment
Learning Outcomes:On successful completion of this project, the learner will be able to: 1. Demonstrate an understanding of the theoretical foundations of digital marketing.2. Demonstrate an understanding of the digital marketing environment, tools and techniques. 3. Demonstrate an understanding of the way that these can be applied in practice
Weighting: 50%Due dates: week 6 and 11.
The Task:
This is an individual assignment, with a weighting of 50%, to be submitted in 2 sections. You are required firstly to review the theory of an aspect of Digital Marketing, and then secondly, to demonstrate its application in practice.
Your choice of Topics (select one of these): - Customer relationship management in the digital environment- Managing the Website- Social media marketing
These are broad fields, so you should then narrow this down further. Review the topic in the textbook, and then select one theoretical aspect to focus on. Some examples include the following:- Social media: Social media strategy, or online word of mouth, or viral marketing- CRM: customer engagement, or gamification, or customer lifecycle management- Website: Website design, or user experience, or apps, or landing pagesThink about your Part B – the practice – when selecting your topic.
Alternative topics may be considered, but must be part of this module syllabus, and should be approved by me. Class time will be used to progress your project, give feedback and address any problems or difficulties that may arise. Queries on this project should be raised in class, or through the Project discussion thread in webcourses .Your essay comprises two sections:
Part A: Review of the theory (30%: 2500 words max., excluding references):
Analyse the topic using academic sources (textbooks, and at least 5 literature articles), and write up a commentary. Some headings for your discussion are suggested below and can be used as a guideline. Critical reading is part of academic study and requires you to not just passively read a text, but also to reflect and consider the content. To do this well, a structured approach such as the following can be helpful:
- Sketch a simple outline of the key arguments or ideas. - Highlight similarities between different authors’ arguments.- Where do they differ?- Are there conclusions that can be drawn from this?- Identify what you found interesting or surprising about your findings.
The following qualities of the essay will be evaluated: Depth of discussion of the theory, the range of aspects of this theory, and how well you have analysed this. Clearly this is influenced by how well you researched the topic, the variety and quality of the sources you used etc. Overall structure and presentation of the essay will also be evaluated.
References: Students should follow the School Style Guide to academic referencing. You should only refer to articles that you have read (keep an e-copy of each, you may be asked to produce these), and they must be correctly cited, with a full reference at the end of your essay. You can include references to textbooks also but remember that 5 academic articles are essential. Additional marks will be given for more than this (up to 8). More recent literature improves discussion (and grades!).See the DIT Policy Plagiarism for penalties for copying and misuse of references - essays should be submitted to via webcourses Safe Assign, and a hard copy provided.This section should be submitted during week 6. Include your word count on the front page. Formative feedback can be provided on any drafts brought to class in week 4 or 5.Part B: Context: Blog Post, video/audio cast or infographic: (20%):
In this section, you should demonstrate the theory (from Part A) in practice, through the medium of a digital element, such as a blog post, video/audio cast or an infographic. You may need to include supplemental information, such as an explanatory sheet.Firstly, research the practice and implementation of the activity, and then some examples of other blogs, videos, podcasts or infographics in this field, some useful sources are listed below. You may decide to focus on one aspect of the tool or activity from Part A. Consider the following:
- Who is the target market? You could target either small businesses who are new to the digital environment, or consumers.- What information are they seeking, what is important? - What example(s) would be useful in explaining the activity – have you examples of best practice, or of what not to do?
You also need to research the appropriate style for your preferred medium. It will be graded under the following headings: - Content: Theoretical foundations – evidence of understanding of the theory (as discussed in Part A) underpinning this topic, references / attribution of sources- Example: case example(s), and illustration of the topic: relevance, links- Use of technology- Target market: appropriate style for your target audience: engaging style / voice / visually appealing, relationship building.
This section will be presented during class in week 11 – information to follow.
Evaluation: Individual Assessment 2018/9 Learning Outcomes: 1. Demonstrate an understanding of the theoretical foundations of digital marketing. 2. Demonstrate an understanding of the digital marketing environment, tools and techniques. 3. Demonstrate an understanding of how these tools and techniques can be used in practice Criteria:
Part A: Theory Paper (30%):
Depth of discussion, range of ideas
Insight and analysis Presentation and structure References: Relevance, quality and recency Part B: Context Blog Post (20%):
Theoretical foundations: Evidence of understanding of the theory (as discussed in Part A) underpinning this topic Example: Case or example(s), and illustration of the topic: relevance, links Use of technology: Target market: Appropriate style for your target audience: engaging style / voice / visually appealing, relationship building.
References / attribution of sources:
Digital Marketing
Name
Institution
Digital Marketing
Introduction
Online platforms are increasingly becoming common in relation to the sharing of information and reviews concerning products and services. Online tools such as the social media are instrumental in bridging the gap between the various businesses and their customers by making it easier for the latter to research information online about business. Evidently, recent years have seen online communication grow at a rapid pace in a manner that has led most researches to develop a great interest in the online word of mouth (OWOM) marketing.
Analysis of Literature
Online word of mouth is a marketing strategy that has been in existence for a very long time and which many describe as the most effective marketing method in the entire world. Even though many definitions have been given to the term, Huete-Alcocer (2017) precisely defines Word of Mouth as the process by which consumers communicate between or amongst themselves on issues relating to a company, a service or certain product. In her study, Aljuma (2014)defines word of mouth as the marketing method that takes place when a consumer of a particular good or service tells other prospective consumers online about his or her experience. This study also identified a positive relationship between online word of mouth and both customer satisfaction and the quality of service given. Notably, in healthcare, consumers usually have limited knowledge when it comes to making choices that are related to situations that are life-threatening. In addition, the same consumers may not know the best available healthcare providers. In such cases, there is a tendency to look for any word of mouth reviews about these issues that are positive. Therefore, in this way, it is true that people tend to depend on any positive word of mouth reviews online and the opinions of others as a basis for making choices regarding the type of services they want and from what hospital to get them from (Aljuma 2014). To confirm the relationship between service quality, customer satisfaction andonline word of mouth, the study by Aljuma used the survey method whereby questionnaires were given to patients as a way of data collection. The research study concluded that the quality of service given to a consumer affected online word of mouth positively and that this indirectly led to greater customer satisfaction. The research is important and relevant to healthcare organizations that wish to retain their customers by providing high quality services.
The research study by Huete-Alcocer (2017) investigates the relationship between the traditional word of mouth (WOM) and the current electronic word of mouth (eWOM). The study terms online word of mouth as the most influential marketing strategy used by consumers and businesses on the online platforms such as social media. The research further analyzes the different ways in which consumer behavior is affected by both word of mouth and electronic word of mouth and the various ways these two differ in terms of their potentiality. Accordingly, the advancements of technology in terms of enabling communication on online platforms has made online word of mouth very influential in such a way that it has changed the overall consumer behavior. Evidently, the platforms make it possible for the obtaining and sharing of information about products, brands and or companies amongst consumers to an extent that they are able to have an influence on each other (2017). When compared to WOM, electronic word of mouth is considered more credible since it allows access to other people’s opinions before making decisions about high-risk services thereby reducing risks. WOM allows for privacy while online WOM makes information accessible to all hence, with the latter, the information can easily be revisited if there is any need. Online WOM is much faster than traditional WOM since a message can diffuse and reach many people in a short time as compared to traditional WOM. Generally, the study concludes that consumer confidence is largely increased with the use of online word of mouth in relation to traditional WOM. Online word of mouth ends up influencing the behavior of the consumers due to its credibility and high speed. A consumer only needs to turn on the media to see information on what they need without waiting for opinions by other people or they can simply rely on the reviews to determine their next step of action.
The researchersFeng and Liu (2017) argue that brand goodwill and supply chain performance are positively affected by cooperative advertising and online word of mouth. Using the differential method, this research found out that online word of mouth plays a big role in creating brand goodwill, which in turn influences the sales of the firm. Moreover, the study points out that when online word of mouth is used, the overall profits for both the retailers and manufacturers are relatively increased. However, it was noted that this use of online word of mouth encourages fraud whereby some retailers use the online platforms to give wrong or misleading information. Overall, the study also determined that supply chain performance is significantly improved when different brands employ the use of online word of mouth even though this is dependent on the strength of the brand. When a brand is weak for instance, the impact of online word of mouth is huge while in cases where the brand is strong then the influence by OWOM is small in such a case. The research is important in helping the management of any business organization to decide in what given way to carry out their online word of mouth marketing or advertising. In order to benefit from online word of mouth, Feng and Liu (2017) suggest that both the retailer and the manufacturer should share the cost of carrying out OWOM because in the end, they both benefit from it. The co-operation of the channel members in relation to online word of mouth is very instrumental in creating and maintaining the brand goodwill that in turn ensures the realization of maximum profits.
The author Ainee Sweeney (2014) in his study focuses on how the consumer’s purchase intention is are influenced and affected by online word of mouth. The research looks at these factors in the hospitality sector in Dublin particularly the bars and restaurants. In order to determine the relationship between OWOM and purchase intention, the study uses the quantitative method of data collection whereby questionnaires were given to the sample population and data collected. Sweeney (2014) argues that a number of managers and marketers usually have no idea about how to react to the reviews on their products and therefore are less informed about the possible influence of the online word of mouth. According to the research, it is expected that negative online reviews will result in potential customers being turned off from accessing the business and this will in turn negatively affect the establishment. Positive reviews on the other hand would attract more customers. Apart from this, the study also notes that the type of online sites used for OWOM influence the success of this method of marketing. In this regard, Facebook and twitter were noted to be of greater influence due to the large number of people that use these two, therefore implying that they increase the power of OWOM. Furthermore, these sites are user-centered, meaning that individuals using them can share information or experiences and compare their with those of others. Their self-identity is then enhanced by making these comparisons between their individual experiences and those of other people. Sweeney in this research also identifies the types of online word of mouth, which include spontaneous OWOM, quasi-spontaneous, corporate sponsored and lastly, independent OWOM. The author also lauds OWOM for its speed that enables the rapid sharing of information. In addition, the information shared on social media is considered more important than that of face-to-face encounters since in the former, reviews and comments are only usually left for those products that are either more popular or interesting. In the end, the findings from the research concluded that even though negative online reviews made it clear to the consumers that the establishment was to be avoided, most individuals preferred visiting the place and take actions or decisions based on their own opinions. Sweeney successfully determined that bars and restaurants in Dublin have more to gain by using online word of mouth in comparison to opting not to use the same marketing method.
The study by Wanjala (2017) investigated the various ways business organizations in Kenya were affected by the use of online word of mouth. Particularly, the study concentrated on the effect on the business brand or reputation and on corporate sales. Wanjala in this study ascertains the fact that indeed online word ...
👀 Other Visitors are Viewing These APA Essay Samples:
-
Formal Business Report
5 pages/≈1375 words | 1 Source | APA | Business & Marketing | Lab Report |