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This is a report where you will be asked to compare the digital marketing activity for two brands of your choice using data that you collected in Element 011 for which you will have received feedback. You can analyze this data and use it as evidence in your report.
The rationale for assessment design:
This assessment relates to the learning outcomes by asking you to critically analyze how digital marketing helps an organization gain and maintain competitive advantage (LO1); specifically relating it to a business sector of your choice (LO2); and asks you to use theoretical frameworks and models (LO3) to assess the strategy of two brands (LO4). It will help you to dig deep into digital metrics data to establish points of comparison and to see, overall, which brand is using digital most effectively.
Following on from Element 011, you will use the same two brands and the data you collected for your audit to write a report comparing the digital activities of the two organizations or brands. You will argue which is the most successful against your identified criteria. You should choose 3 criteria with which to compare the brands. You should employ a scoring system to rank each criterion (e.g. traffic lights, marking scheme, star ratings).
Suggested Outline Structure