Explain the importance of a digital marketing strategy for a small or medium-sized enterprise (SME). Define what a digital marketing strategy is and explain why it's essential. Identify unique challenges SMEs face (e.g., budget, visibility).

Jamez

24 Feb 2026 • 4 min read

MAR020-1 Introduction to Digital Marketing and Analytics Main Assessment 1 - CW-Essay | Bedfordshire

MAR020-1 Assignment Brief | UG | AY25-26

Key assignment details
Unit title & code	MAR020-1 Introduction to Digital Marketing and Analytics
Assignment number & title	Main Assessment 1
Assignment type	CW-Essay
Weighting of assignment	30%
Size or length of assessment	1,000 words (+/- 10%)
Use of generative AI	Use of AI or other tools is allowed for inspiration only—copying or generating any part of your work is strictly prohibited.
Use of self-plagiarism	Not Permitted

Understanding the assignment brief

Assignment brief to be discussed during an in-class session with students within the first 2 weeks of the unit.

2 weeks before the submission deadline

Date this discussion is to take place

Uploaded screen/podcast explaining the assessment, the rubric and marking criteria.

Enter link on the BREO shell

What am I required to do in this assignment?

You are required to choose two (2) of the five questions below and write an essay of approximately 500 words to answer each of them. In both essays, you should give real-life examples to illustrate your points. Throughout your assignment, you need to provide evidence and/or justifications for your ideas and thoughts by citing the relevant literature (at least 10 reliable academic and non-academic sources) and referencing them properly.

Q1: Explain the importance of a digital marketing strategy for a small or medium-sized enterprise (SME).

Define what a digital marketing strategy is and explain why it's essential.
Identify unique challenges SMEs face (e.g., budget, visibility).
Discuss how digital tools (social media, email, paid ads, analytics) support their growth.
Use a real SME (UK or international, post-2022) and explain the data behind its results.

Q2: Evaluate how website analytics can help businesses improve customer experience and increase conversions.

Define website analytics and introduce key metrics.
Explain how bounce rate, page views, conversions, and traffic sources reflect consumer behaviour.
Show how businesses use data to make UX improvements (e.g., CTA buttons, mobile layout, load speed).
Use a real e-commerce or service-based website as an example.

Define brand awareness and engagement in a digital context.
Compare 1–2 platforms and their use for content creation and interaction.
Identify influencer marketing and user-generated content strategies.
Provide a real brand example and the data (follower growth, engagement rate, campaign outcome).

Q4: Analyse the role of SEO (Search Engine Optimisation) in increasing online visibility and attracting consumers.

Define SEO (on-page, off-page, technical) and how it fits within a wider digital strategy.
Explain how SEO responds to consumer search behaviours.
Describe how data tools like SEMrush or Google Search Console influence decisions.
Use a current example from a blog, local business, or niche brand.

Q5: Critically assess the ethical and legal challenges in collecting and using consumer data for digital marketing.

Define personal data and types used in campaigns.
Explain laws like GDPR and cookie policies.
Explore ethical issues: trust, transparency, and targeting vulnerable groups.
Use a real case study (e.g., Cambridge Analytica, Meta fines) and its consequences.

What do I need to do to pass? How do I achieve a good grade?

To pass this assignment, you need to:

Show that you understand digital marketing and analytics concepts.
Answer the question clearly and stay on topic.
Use real examples and support your ideas with evidence.
Reference at least 10 reliable sources using Harvard style.
Write in a clear, well-structured way (intro, body, conclusion).

To get a good grade (Merit or Distinction), make sure you also:

Think critically – don’t just describe; explain why things work or don’t work.
Use strong, recent examples that fit your argument.
Show original thinking and a deeper understanding of the topic.
Reference accurately and professionally throughout.

How will my assignment be marked?

Your assignment will be marked according to the threshold expectations (see the Unit Information Form uploaded on BREO) and the specific marking criteria below (marking rubric). Please read carefully as they will help you prepare and evaluate your own work before you submit. They will also help you understand the grade and feedback received once marked.

	70%+ (1st Class)	60-69% (2:1)	50-59% (2:2)	40-49% (3^rd Class) Threshold Standard	30-39% (Fail)	0-29% (Fail)
1.Understanding of Fundamental Digital Marketing Concepts	Demonstrates an exceptional understanding of digital marketing concepts, including online consumer behaviour, online communities, social media marketing, influencer marketing, data-driven relationship marketing, and digital marketing metrics and analytics, with comprehensive and accurate explanations.	Shows a good understanding of digital marketing concepts with clear explanations and relevant examples, accurately covering most areas.	Demonstrates a basic understanding of digital marketing concepts but may lack depth or clarity in some areas.	Shows a limited understanding of digital marketing concepts with significant gaps in knowledge and comprehension.	Little to no understanding of digital marketing concepts with numerous factual inaccuracies and misunderstandings.	Fails to understand digital marketing concepts, showing significant misunderstanding or confusion.
2. Analysis of Digital Marketing Strategies	Provides a thorough and insightful analysis of digital marketing strategies, campaigns, and their impact on business outcomes, supported by strong evidence.	Offers a clear and competent analysis of digital marketing strategies, supported by relevant examples and evidence.	Presents a basic analysis of digital marketing strategies, addressing key points with some supporting examples.	Provides a superficial analysis of digital marketing strategies, lacking depth or meaningful insights.	Fails to analyse digital marketing strategies effectively, with vague or irrelevant points and minimal supporting evidence.	No meaningful analysis of digital marketing strategies, with a lack of understanding of key concepts.
3. Application of Digital Marketing Principles	Applies digital marketing principles effectively to discuss real-world examples and scenarios, demonstrating practical relevance and integration of data-driven approaches to optimize decisions.	Demonstrates competent application of digital marketing principles to relevant business scenarios, with some integration of data-driven approaches	Applies digital marketing principles to basic scenarios but may struggle with complexity or integration of data-driven approaches.	Attempts to apply digital marketing principles but often misapplies or misunderstands concepts in practical contexts, with minimal data-driven approach integration.	Fails to apply digital marketing principles effectively, with little to no relevance to real-world scenarios or examples, and no integration of data-driven approaches.	No application of digital marketing principles to real-world scenarios or examples.
4. Development of Data-Driven Digital Marketing Approaches	Shows excellent capability in developing data-driven digital marketing approaches to optimize marketing decisions and drive successful campaigns, with detailed examples.	Displays good capability in developing data-driven digital marketing approaches, with relevant examples to optimize marketing decisions.	Demonstrates basic capability in developing data-driven digital marketing approaches but may lack detail or comprehensive examples.	Shows limited capability in developing data-driven digital marketing approaches, with significant gaps or oversights.	Lacks capability in developing data-driven digital marketing approaches, with minimal to no relevant examples or application.	Fails to develop data-driven digital marketing approaches, showing no relevant examples or understanding.
5. Critical Thinking and Problem-Solving	Demonstrates excellent critical thinking and problem-solving skills in evaluating digital marketing strategies, identifying strengths and weaknesses, and offering insightful perspectives.