Ive added the instructions below and in a detailed one word document. Please read it carefully. Also I included all the topics covered in the module. Please choice the topics that are aligned with the businesses report. And then tell me which ones you choose so I can send you frameworks and concepts to narrow your research. This is because it is required for me to include the specific frameworks and concepts that’s been taught in this module –> ‘’L’’ refers to lectures. So L7 for example, is the lecture taught in week 7. And ‘’T’’ refers to Tutorials.
1. Topics covered
• Digital marketing strategy and planning
• E-customer relationship management and social media retail
• Customer experience in the digital space
• Analytics in digital marketing
• Business analytics in the real word (workshop)
• Industrial insights on digital marketing (Guest speakers)
• Social media analytics
• Website analytics
2. Tutorials
• Generation issues in digital marketing
• Online influencer marketing
• AI chatbot
3. Software/applications learned from this module
• Qlik Sense software (L5)
• Google analytics (L9)
• IBM’s Natural langue understanding (sentiment analysis) (L7)
• Keyhole’s hashtag analysis & social media tracking (L7)
• SEMRush website analytics (L9)
• MailChimp’s e-mail marketing (L9, additional learning)
• Totango’s customer experience journey map (L4)
• Using excel to create a customer experience journey map (L4)
• AI chatbot to build conversation flow (T4)
– Elements of a Good Answer – Must Read
1. Uses/integrates theories, frameworks and concepts
• Demonstrate scope of knowledge and accuracy of use but in a task specific manner.
• You need to convince the marker that you understand the concepts and ideas.
• Best to do this via discussion, critical analysis and application of the concepts to the real-life SME.
• Use lecture slides, recommended textbooks and journal articles.
2. Selects and justifies
• Word limit and space prevents most frameworks or issues being discussed in their entirety; hence, whilst showing spectrum of relevant knowledge is expected you will need to select and justify what you think are critical aspects to explore in more depth.
3. . Logic Structure
• Introduction, main body (argument and discussion) and a conclusion.
4. Integrates necessary data (secondary) analysis to support your augments
• Demonstrate your ability to collect secondary data (e.g., social media data) to perform the analysis
• Use analyses (e.g., sentiment analysis, website analysis, customer experience journey analysis) to understand the current digital marketing strategies and activities
• Interpret the results of data analysis in an insightful manner
5. Suggests actionable digital marketing plans/strategies
• Demonstrate your ability to develop a digital marketing plan/strategy
• Justify a digital marketing strategy by using theories or practical arguments
• Detail your digital marketing plan/strategy by considering timeline, costing, role, marketing content, marketing channel, expected outcomes
• Recommendations should be aligned with the marketing objectives you developed in the introduction.
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