MKTG6006 Digital and Interactive Marketing Assignment

MKTG6006 Digital and Interactive Marketing

Digital Analytics and Evaluation Report

Assignment Brief

You will need to choose a brand and analyse at least TWO digital channels of the chosen brand (each digital channel may require different analytics or analyses e.g., website will require analyses including website usability, SEO, and content marketing). Look at the brands online presence and reflect how the brand markets its marketing message and how they could improve online marketing. Your report may include (but is not limited to) critical analysis of different digital channels used by the firm for its online presence and suggestions to improve its online performance further such as website design, user experience, social media strategies, online advertising strategies and search engine optimization (SEO). The report must include references (in-text references and reference list), critical observations (user experience testing and website analysis) and data (e.g. from SEMrush, SEO Site Checkup, Fanpage Karma, and etc.) to support your findings.

Report Structure

1. Introduction - (max. 0.5 pages) ?

• Overview of online presence and channels


• Segmentation and targeting of brand


• Major competitions

2. Online Analysis (~4 pages)

Which core elements does the online presence have, which strengths and weaknesses can you identify? Critically analyse different digital channels used by the firm for its online presence. Use data and references to support your findings. Questions to consider in this section include but not limited to:

• What is the existing strategy?


• What is the strength of the existing strategy and why? (you will need to critical analyse the channel with data)


• What is the limitation of the existing strategy and why? (you will need to critical analyse the channel with data)

3. Suggestions and Conclusion (~3 pages)

What would you suggest to the company to improve their online presence and consequently to improve sales. Questions to consider in this section include but not limited to:

• How should the client overcome the limitation of the existing strategy and why?


• What online strategy can the client use to better promote the brand and encourage behavioral intention? And why?


• If applicable, provide examples of success story or strategy as reference for the client

4. References (not included in the page count) ?

Please note: rather than quantity, quality counts! So, please try to be focused as much as possible. Follow the given structure (as above). Focus on the 3-4 main points which you think might help the firm improve its online presence. As the online environment changes constantly, references should be not older than 5 years.

Submission Guideline

The length of the assessment should not be more than 8 pages of texts (without reference; 12 font Times font; 2.54cm/1 inch margin on all side; 1.5 spacing). Graphics, figures, and diagram should be inserted in the text (i.e., no appendix) and will be counted toward the page limit.

You are required to submit the assessment through blackboard. The submitted assignment will be transferred to Turnitin automatically for plagiarism monitoring. Late penalties will be applied if any student is late in submitting the assignment.