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UCL Wk 5 Digital Marketing and Innovation Essay

UCL Wk 5 Digital Marketing and Innovation Essay

Question Description

Learning Outcomes Assessed

LO1 Critically evaluate the strategic implications of the digital marketing landscape. (KU1, SS7)

LO2 Critically evaluate the appropriateness of web (natural/organic and paid), mobile, email, content, social media and affiliate marketing approaches. (SS6)

LO3 Critically apply the concepts, principles and theories of digital marketing communications. (KU2, SS6)

Assessment Details

Assemment: Individual Blog

Word Count: 1200words

Assessment Brief

Firstly, students will create a number of blog entries throughout the module in order to critically engage with concepts and themes introduced in lectures and seminars. The intention is to encourage a deep and critical engagement with the material including strategic implications of digital marketing in the contemporary business environment, digital marketing planning (B2B and B2C contexts); the potential for emerging digital technologies to disrupt traditional marketing approaches; the application of digital marketing tools and techniques; and the regulatory and ethical framework. Though each student will write individual blog entries, they will also be expected to engage as a group to encourage an active approach to learning by commenting on each other’s work.

The assessment requires students to submit 5 series of blogs (each 240-265 words). The blog entries will be used by the students to critically reflect and evaluate the digital marketing environmenttopic covered in the weekly sessions. The creation of the blog entries will help students apply appropriate digital marketing concepts and consider contemporary ethical debates relevant to the field.

Set of subject areas relevant to the blogs:

  • Digital Marketing landscape (LO1)
  • Digital Marketing tools/communications appropriateness (LO2,LO3)

Details about blogs will be covered during week 2 sessions and sources will be available on BB.


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