DEGREE: MSc Digital Marketing
Module: Digital Marketing Communication
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Assignment Title: Building a Digital Marketing Communication Strategy for a New
Product Launch
Assignment Type: Written Assignment
Limits: 3,500 – 4,000 words
Weighting: 100%
Issue Date: 06/12/2024
Submission Date: 19/02/2025
Feedback Date: 12/03/2025
Plagiarism:
When submitting work for assessment, students should be aware of the
InterActive/Canvas guidance and regulations in concerning plagiarism. All submissions
should be your own, original work. Please note that you must not submit the same
assignment for two different modules within your course.
You must submit an electronic copy of your work. Your submission will be
electronically checked.
Learner declaration
I certify that the work submitted for this assignment is my own and research
sources are fully acknowledged.
Student signature: Date:
Harvard Referencing:
The Harvard Referencing System must be used. The Wikipedia, UKEssays.com or
similar websites must not be used or referenced in your work.
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Learning Outcomes:
LO1 Critically assess the main approaches to internet marketing and e-promotion
and their impacts on business strategies and competitive advantage.
LO2 Critically evaluate effective strategies, tools, and development approaches for
digital marketing and their impacts on business strategies and competitive
advantage.
LO3 Synthesize and critically evaluate the relationship between effective internet and
digital marketing communications strategies and successful public relations
management using the literature, research and advancing scholarship.
LO4 Evaluate the current internet and digital marketing communications practices in
a global organization and identify and critically appraise creative and innovative
suggestions for improvement of these practices.
Assessment Criteria: Weighting 100%
All tasks are equally weighted!
Introduction
In this assignment, you will develop a comprehensive digital marketing
communication strategy for the launch of a new product for an existing global
brand of your choice. Your strategy should be designed to effectively communicate
the brand’s message and promote the new product across various digital platforms.
You will assess current digital marketing approaches, propose innovative solutions,
and evaluate how these strategies can help the brand achieve a competitive
advantage.
You are expected to combine theoretical knowledge with practical applications,
drawing on relevant digital marketing tools, strategies, and methods to deliver an
effective digital marketing communication plan.
Task Description:
Task 1: Assessing the Brand’s Digital Marketing and E-Promotion Strategy
(LO1)
(1,000 – 1,200 words)
Choose a global brand that is planning to launch a new product. Conduct a critical
assessment of the brand’s existing digital marketing and e-promotion
strategy:
• How does the brand currently use digital channels (e.g., SEO, email
marketing, social media) to drive awareness and sales?
• What are the key strengths and weaknesses of the brand’s current internet
marketing and e-promotion efforts?
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Task Focus:
• Critically assess the current approaches to internet marketing and e-
promotion.
• Analyze their impact on business strategy and competitive advantage in
the context of a product launch.
Task 2: Proposing Digital Marketing Tools and Strategies for the Product
Launch (LO2, LO3)
(1,000 – 1,200 words)
Based on your analysis in Task 1, propose and critically evaluate three digital
marketing tools or strategies that the brand can implement to promote the new
product:
• Consider strategies such as SEO/SEM, content marketing, social media
marketing, or email marketing automation.
• Explain how these tools/strategies can enhance the brand’s competitive
advantage and drive public relations success.
• Assess the effectiveness of these tools in digital communication and
engagement with target audiences.
Task Focus:
• Propose and critically evaluate effective tools and strategies for digital
marketing.
• Assess their impact on business strategies and public relations
management.
Task 3: Digital Marketing Communication Campaign for the New Product
Launch (LO3, LO4)
(1,500 – 1,600 words)
Design a digital marketing communication campaign specifically for the launch
of the new product. Your campaign should demonstrate creativity and strategic
thinking, and must include the following:
• The campaign’s core message and communication goals.
• Identification of customer personas and the use of Customer Journey
Mapping to map out how customers will interact with the brand during the
launch.
• A detailed plan for using various digital marketing channels (e.g., social
media, email, PPC, influencer marketing) to deliver the campaign.
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• Metrics to measure success, such as engagement rates, conversion rates, and
customer acquisition costs.
Task Focus:
• Create an innovative digital marketing communication campaign using a
mix of channels.
• Critically evaluate current practices and suggest creative improvements
using the latest trends and tools in digital marketing.
Reading Lists:
The resources provided in the reading list are a starting point to help you understand
the core concepts of digital marketing communication. It is essential that you
explore additional academic books, journal articles, industry reports, and case studies
to broaden your research and deepen your understanding.
Using a diverse range of sources will strengthen your analysis and provide you with
varied perspectives on the topic. Make sure to use reliable academic databases and
industry publications, and always cite your sources properly using the referencing
guidelines provided in the BSBI Essay Guide.
By expanding beyond this list, you’ll be able to build a more comprehensive and
insightful final submission.
Books:
1. "Digital Marketing: Strategy, Implementation and Practice" by Dave Chaffey
and Fiona Ellis-Chadwick (8th Edition, 2022)
Articles:
1. Patil, K. S., & Chordiya, K. (2020). The Role of Digital and Social Media
Marketing in Consumer Behavior. International Journal of Electro Mechanics
and Mechanical Behaviour, 6(2), 34-37.
2. Okorie, G. N., Udeh, C. A., Adaga, E. M., DaraOjimba, O. D., & Oriekhoe, O. I.
(2024). Digital marketing in the age of iot: a review of trends and impacts.
International Journal of Management & Entrepreneurship Research, 6(1), 104-
131.
3. Hussain, H. N., Alabdullah, T. T. Y., Ries, E., & Jamal, K. A. M. (2023).
Implementing Technology for Competitive Advantage in Digital Marketing.
International Journal of Scientific and Management Research, 6(6), 95-114.
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GUIDANCE ON ASSESSMENT
All materials must be properly referenced under Harvard conventions. The length required is 3.500-4.000 words with tasks equally weighted. The writing style should be formal
academic / report writing style with in-text referencing to support your comments and observations. Originality, quality of argument and good structure are required. The assignment
should demonstrate sound understanding and ability to apply knowledge and theory of digital marketing communication. Additional marks being awarded for juxtaposition and insight
of issues.
Grading Criteria
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