Aligned to Course Learning Outcomes:
1. Analyse the confluence of marketing, operations, and human resources in real-time delivery.
2. Demonstrate cognitive knowledge of the skills required in conducting online research and research on online markets, as well as in identifying, assessing and selecting digital market opportunities.
3. Explain emerging trends in digital marketing and critically assess the use of digital marketing tools by applying relevant marketing theories and frameworks.
4. Investigate and evaluate issues in adapting to globalised markets that are constantly changing and increasingly networked. 6. Comprehend the importance of conversion and working with digital relationship marketing.
Purpose and Description
Imagine you are an intern of a digital marketing consulting firm. You have been assigned to a small team together with other interns to support a senior consultant. Your job is to give a web analysis presentation report to your client. Aligned with the purpose identified from Assignment 1, your tasks are to conduct web learn analyses on both the client's and one key competitor's websites, and to submit a presentation report to the senior consult in preparation for the presentation to the perspective client. The report includes information that helps your client to be aware of the current strengths and weaknesses of their website design, and the effectiveness of any existing online value proposition that differentiates the company from its competitor. The report also sheds light on opportunities and implications for a digital marketing plan.
The Website Analysis is designed to be an individual practical activity to help you relate the digital marketing theory you are covering in class to what is actually being practiced. It will also provide insights that could be useful in formulating your final Digital Marketing Plan. Students need to choose one main competitor of the good or service being identified for the Digital Marketing Plan in Assignment 1and then analyse and critique both the company and the selected competitor's Website.
At a minimum, your analysis should include at least the following:
1) An analysis of the appropriateness and perceived effectiveness for the competitor Website, including identifying one existing online value proposition (OVP) from its website; 2) An analysis of the appropriateness and perceived effectiveness for the company Website, including identifying one potential online value proposition (OVP) from its website; 3) A comparison table using a set of web analysis criteria developed for the website analysis. 4) A summary of the considerations and implications for the development of your Digital Marketing Plan. A ssessment Length 3000 words (+/- 10%) (includes up to 10 presentation slides)