Digital marketing

Aim: This assignment aims to assess ULOs 1, 2, and 3 for the unit of study.

Nature of assessment: Individual task

Word limit: 2,000 words (+/- 10%), excluding executive summary, tables, and references

Aim: This assignment aims to assess ULOs 1, 2, and 3 for the unit of study.

Nature of assessment: Individual task

Word limit: 2,000 words (+/- 10%), excluding executive summary, tables, and references

What you need to do

1. Watch the client briefing, instruction video and review materials.

Before you start the assignment, please ensure you review all of the materials provided. Watch the client briefing video, review the materials they have provided, and watch the instruction video.

2. Introduce client and identify current digital marketing activity

Introduce the client, the industry they operate within, and the business mission.

Develop an outline of the client’s current marketing and digital marketing activity. This means describing their overarching business goals and then observing, analysing and researching to create a comprehensive list of their traditional and digital marketing tactics and channels. Use the materials provided by the client, your own observations, Google searches, industry reports, or any others data or materials you can access.

Hint 1: Though it is good to mention traditional marketing elements here briefly, remember that the focus of the assignment is digital marketing specifically.

Hint 2: Try to use a table for this section, and remember that you are just introducing the client, their industry and mission, and then listing out their tactics and channels.

3. Conducting a digital marketing audit

Based on your analysis from the previous step, critically evaluate the performance of the client’s digital marketing initiatives. Ensure you go back to the week three lesson and understand all of the steps in undertaking a digital marketing audit. It is up to you to decide which strategies, tactics and channels you will include in your audit.

As an example, this could include: their website, search presence, email marketing, mobile marketing, social media marketing, native advertising, use of influencers, amongst many other things. You could also analyse their content strategy including the types of content, clarity, consistency, frequency, the types of content that leads to acquisitions, engagement and conversions etc.

Use any data that is available to you including the materials provided by the client, industry reports, research reports, reviews, online articles. There are lots of great free analysis tools available to you for websites and search marketing (GTMetrix, Pingdom, Moz, SEMRush, Ubbersuggest etc.), social media (social blade etc.) and many others. Use this to conduct your analysis where possible and to provide evidence in your assignment.

Ensure you describe which aspects of their digital marketing are performing well, and which ones are not, and then diagnose, with evidence, why that could be the case.

Hint 1: Remember that a digital marketing audit is a systematic analysis of all digital marketing activity.

Hint 2: The point of this section is to be as critical as possible. If you get to the end of your audit and you have not generated any insights into issues, areas for improvement or opportunities, then you need to go back and continue auditing.

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