icms mkt601 introduction to contemporary marketing practical recommendations

Task:
In this assignment, students need to choose a company that has both an online and an offline presence, then:
discuss two different market segments they target and their corresponding positioning strategy
analyse the digital marketing tools and techniques the company use and explain the aims of each tool/technique (discuss at least 3 of these)
list three strengths and three weaknesses of the digital marketing strategy adopted by the company
make recommendations for improving their digital marketing strategy
Grading Criteria / Rubric
The following criteria will be used to assess this assignment:
1. Research depth and quality of data
2. Critical thinking, analysis and synthesis
3. Clear and practical recommendations for identified issues
4. Structure, writing style and grammar
5. Referencing accurate style, mainly academic and industry sources, appropriate number of references
Resources
lecture notes (Moodle) plus additional resources
recommended textbooks listed in the unit outline or discussed in class
MyAthens database of academic journals
on-line sources

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