Digital Marketing relies on many of the approaches used in traditional marketing.

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Diploma Course in Digital Marketing

Unit 1: Evolution of Digital Marketing Assignment 1

Assignment Brief

Digital Marketing relies on many of the approaches used in traditional marketing. This includes the extended Marketing Mix, known as the 7P's (Product, Price, Place, Promotion, People, Process and Physical Evidence). Modern organisations use the 7P's to manage their marketing approach and achieve their business objectives. In this unit, you will learn about how the 7P's are used by modern organisations and will illustrate this with examples.

Many digital marketing professionals use blogs to showcase their knowledge and advance their careers. You will prepare a blog to showcase your work to employers, clients and others. Throughout this course, you will create several blog posts to build an impressive online digital marketing portfolio.

The Brief

Choose one company from the Fortune 500 to complete this assignment.

The Fortune 500 is an annual list of the top companies in the United States based on total revenue. It is compiled by Fortune magazine.

You are a freelance digital marketing consultant working with a client in the Fortune 500. They ask you to review its marketing mix (7P's) and submit your findings to them.

You will deliver your findings in one PDF document, which will include images, a written report, links to videos and links to your own blog. Pay close attention to the style and design of your work.

NOTE: Please see the supplementary material attached to this assignment for further information on completing each task.

Task 1

Conduct online research to understand your chosen company's marketing mix (7 P's) by exploring images and videos produced over time.

Develop a collection of images and videos that demonstrate each of the 7P's (e.g. photos of the company's products, their stores etc.). Use offline and online sources to research your images/videos, not images that you have produced yourself.

Your images/videos should compare the company's marketing mix over time and show how they have evolved to:

Meet market trends and customer needs Respond to developments in technology Respond to competitor activities.

Create a document to show your research findings using Powerpoint, Word, GoogleSlides or another application of your choice. This will include:

3-5 images per P (Price, Place etc, 21-35 images in total)

A short written description of each image/video by adding annotations to each one.

Links to videos

Citing and referencing all images/videos appropriately using the Harvard system. See the writing guidelines section in your online learning centre for instructions on how to do this.

Save the finished document as a PDF.

Deliverables:

Your Marketing Mix Document saved as a PDF and labelled 'Assignment 1

Task 1'

Task 2

Choose the P that interests you the most and use books, articles, journals, blogs, news and any other reputable sources to research it in further detail.

Write a report of around 500-700 words (not including the reference list), which will include:

An overview of your chosen P in terms of your client.

Explaining how effective your client is at using this P to achieve marketing success.

Explaining how your client has adapted the P over time to meet market forces such as customer needs, developments in technology and competitor activities.

Appropriate citations and a reference list using the Harvard system.

Deliverable:

Your written report saved as a PDF and labelled 'Assignment 1, Task 2'.

Task 3

Set up a blog using a site such as Blogger, Medium, WordPress or another platform of your choice. If you already have a blog, use it for this project if you wish.

NOTE: While Blogger and Medium have less functionality than WordPress, some students find them easier to setup and use. You will create more posts during your course and your blog will evolve over time. Feel free to blog on other topics that interest you beyond the assignments. For example, if you have an interest in graphic design, kayaking or fashion you are encouraged to write about these topics in addition to assignment requirements.

Create a blog post on your site using your written report from task 2 and 7 images from your research in task 1 (1 image per P) that best demonstrates your company's effective use of the extended marketing mix. Include annotations to your images and add citations and references for each one.

Deliverables:

Add the link to your blog to the end of your written report from task 2 to submit your work for task 3.

Attachments:

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