Propose, explain and justify, a Digital Marketing Strategy to the senior management of your chosen organisation.

Assessment Information
This module follows the principles of the University’s Assessment and feedback policy
developed in conjunction with the Student Union, to ensure good practice and transparency
in assessment and feedback processes. The Assessment and feedback policy can be
found in your Programme Handbook or on your Programme’s Brookes Virtual site.
On completion of this module, you will be assessed on your achievement of the module
learning outcomes. You will be assessed on your ability to:
1) Engage in current critical debates within the digital and social
marketing domain.
2) Provide innovative solutions to complex digital marketing
challenges.
3) Demonstrate commitment to self-improvement by the undertaking
of academic and practitioner reading and practical activities and
embedding of reading and skills into subsequent work
4) Critically evaluate, adopt and use relevant technology-based
marketing and professional learning tools.
Assessment on this module is comprised of two components:
Assessment Component 1: Assessment Component 2:
An individual assignment focussing on a
contemporary digital marketing challenge.
(60%)
A portfolio of four Masterclass tasks.
(40%)
Learning outcomes assessed: 1 & 3 Learning outcomes assessed: 2 &4
Assessment Component 1: Digital Marketing Strategy

Assessment submission method: via Turnitin on the module Moodle site
You are required to submit an individually prepared report of up to 3000 words which proposes
an exciting new Digital Marketing Strategy to your chosen organisation*, in support of their
business objectives, and recommends their adoption of a digital technology that will transform
their marketing efforts and put them ahead of the competition. This should be based on the
same organisation as the one used in the Masterclasses and your evaluation should be
informed by practical work carried out in the Masterclasses and seminars combined with
academic and practitioner sources arising from classroom teaching and your own research.
The Task
Digital Marketing Strategy: Propose, explain and justify, a Digital Marketing Strategy to the
senior management of your chosen organisation.
Technology Evaluation: Justify your choice of a digital technology based on an evaluation of
its current use in Digital Marketing and critically analyse its disruptive nature, using theory and
market data to support your points.