UNIVERSITY OF BRADFORD MAR7509-
A Digital Marketing Metrics
Individual Coursework. (REPORT)
This assignment is worth 100% of the marks for this module.
Project Brief: Choose a company with a flagship product or service which can be sold to NHS or the company can use NHS as a channel to access to potential customers/consumers. It can be a real brand or a made-up brand. It can be a well-known brand or a SME brand or a challenger brand. Define the nature of your business. Is it B2B or B2C or both?
Now, picture yourself as the Digital Marketing Manager of the company.
1) Introduction: Your report will start by explaining the company/organisation background, highlighting the industry in which it operates, its product or services, how and where it operates and what are its vision and mission. (5% of marks)
2) Strategy: In the most recent board meeting, the financial projections for Q4 2020 and Q1 2021 are negative. You and your marketing team have been tasked to develop a strategy to take your flagship product/service to NHS trusts across England (as your target customers) or to use NHS as a channel to access to potential customers/consumers. You need to explain your strategy to the board in your report. Apply the frameworks such as Ansoff Growth Matrix, Balanced Score Card (BSC), etc. to explain the strategy you have chosen. (40% of marks)
3) Campaign: Develop an online/digital Go-To-Market campaign for your flagship product or service -with clear KPIs – targeting NHS as a customer or NHS as a channel to reach your target customers/consumers. This would include Campaign’s objectives, campaign development, activities, initiatives, and metrics. (40% of marks).
4) Impact assessment: You need to identify how your strategy and plans will affect different functions in your company/organization, what preparations other functions/teams (sales, operation, IT, customer service, logistics, supply chain, etc.) need to make and who are your key internal and external stakeholders? Relate your impact assessment to your Balanced Score Card (BSC) framework in the strategy section of your report. (5% of marks).
5) Conclusion: Review the campaign performance and explain into what extend your campaign achieved to its initial objectives. (5% of marks).
REMEMBER TO FOCUS ON METRICS
How marks are awarded:
Your report should have all the main sections of a business report, which could include)
▪ Introduction (5% of marks)
▪ Strategy: applying the models such as Ansoff Growth Matrix, etc. (40% of marks)
▪ Digital Marketing Campaign Planning – (40% of marks)
▪ Impact assessment (5% of marks)
▪ Conclusion (5% of marks)
▪ Project Management – Word limit, references, formatting etc. (5% of marks)
The 2,000-word count excludes:
▪ Executive summary
▪ Tables
▪ Figures
▪ Cover page
▪ Reference list
▪ Appendices (maximum 5 pages – remember your manager is unlikely to read all the information in the appendix, so make sure all the important details to develop a justification for your recommendations are included in the body of the report).
Formatting Guidelines:
Length: 2000 words approx.
Reference style: Harvard Referencing
Fonts: Times New Roman, 12 point
Line spacing: 1.5 lines
Alignment: Justified
*Please note: Your report does not have to follow this exact structure. You may think of other potential headings to structure your report.
▪ Make sure you do not go over the 2000-word count, as your manager is extremely busy and prefers reports that are concise. Your promotion will depend on the success of your proposed marketing strategy.
▪ There are strict penalties for exceeding the word limit (5%-mark deduction for every 100 words over the limit, or part thereof, and that starts at 1 word over)
Support for your project: Time has been allocated in the tutorial programme for a project briefing and for consultation.
Submission details: Monday the 18th January 2021 before 3:00 pm Electronic submission using Turnitin via canvas.
