Evaluate the developing relationship between digital platforms and marketing as a strategic driver for success in organisations. Determine the strategic and tactical implications of the disruptive digital environment through
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Learning Outcomes to be achieved:
Evaluate the developing relationship between digital platforms and marketing as a strategic driver for success in organisations. Determine the strategic and tactical implications of the disruptive digital environment through the use of marketing theory, concepts and practices. Appreciate the emerging themes within the digital marketing macro and microenvironment and their impact on organisations. Critically evaluate the role of the digital marketing channels mix within a strategic marketing plan through implementation and practice. Determine the importance of monitoring and measuring social, sentiment, search and site behaviour using online tools and platforms. Assessment details: Individual written report, 100% (2,500 words)
Referencing: Students are expected to use APA Referencing throughout their assignments where required. Please follow the APA Referencing Handbook for all your assignments at the ULBS.
Submission Method: Turnitin - Your work will be put through Turnitin. All submissions will be electronically checked for plagiarism and the use of AI software.
You have the option to upload your work more than once before the deadline. ULBS will be reviewing your last submission only. You can only upload one file. For example, if your work contains a Word document and PowerPoint slides/Excel spreadsheet, you will need to copy your slides/spreadsheet into the Word document.
Note: Keep in mind that self-plagiarism (when you reuse your own specific wording and ideas from work that you have previously submitted without referencing yourself) is also a form of plagiarism and is not allowed.
ASSESSMENT DETAILS
Scenario: As a marketing student, your task is to examine how a global brand uses digital marketing to grow its business, stay competitive, and engage with customers. You will explore the brand’s digital platforms, the challenges it faces in an evolving digital environment, how it applies different digital marketing channels, and the methods it uses to measure online performance.
Choose ONE of the following companies:
Starbucks – A global coffeehouse chain known for digital loyalty ecosystems and mobile ordering innovation. Netflix – A digital-first entertainment brand leveraging AI-driven content delivery. Tesla – An electric vehicle brand known for disruptive technology and direct-to-consumer digital platforms. Note: You must focus on analysing, gathering evidence, and providing examples from the chosen company in each element of your assignment to demonstrate your engagement and understanding of the topic.
Your task is to prepare a report focusing on the following.
Task 1: Digital Platforms & Strategic Role (LO1)
Provide a brief overview of the chosen company and describe its key digital platforms, supported by evidence from your research. Explain how these platforms support the company’s key marketing and organisational goals. Analyse the company’s digital environment using a model or framework. Evaluate how major digital disruptions (technology changes such as AI, customer expectations, competitors, privacy, etc.) affect the company’s strategy. Task 2: Digital Environment & Disruption (LO2 & LO3) Task 3: Digital Marketing Channels Mix (LO4)
Assess how the company uses digital marketing channels with evidence from your research. Evaluate how effective these channels are and how well they work together to reach and convert the target audience. Task 4: Measuring Performance & Recommendation (LO5)
Explain how the company monitors and measures its digital performance using relevant metrics and tools (analytics, engagement, conversions, search data, sentiment, etc.). Based on your analysis, propose one clear digital strategy recommendation that would improve the company’s digital performance or customer experience to gain a competitive advantage in the market. Justify your recommendation with research, evidence and examples. Report Structure:
Title Page Table of contents Introduction to the Chosen Company Task 1 – Strategic Role of Digital Platforms Task 2 – The Disruptive Digital Environment and Strategic Response Task 3 – Digital Marketing Mix Evaluation Task 4 – Measuring Digital Performance & Recommendation
Reference List (APA referencing style) Appendices (if applicable – not included in word count)
Further guidance:
Producing a good report will require independent research using a range of academic sources (journal articles, books, and case studies), as well as material from other reputable sources (such as reliable newspapers/websites). References will be provided in alphabetical order using the APA referencing system
