Assessment brief
Title: Digital Optimisation.
Assessment type: Individual Report.
Size or length of assignment: 3500 words
Chosen brand: Loewe /Loewe is a high-quality luxury brand.
This assessment should be written in formal report format using the 3rd person.
Referencing Style :Harvard Referencing
Ariel 11 point
1.5 spacing
Use numbered headings and sub headings to sign post you are addressing all parts of the brief
Assessment Task
What are you required to do in this assignment?
As Marketing Manager, you have been asked by the Senior Leadership Team (SLT) to propose an optimisation improvement plan to help the chosen organisation meet its corporate objectives. The proposed optimisation to drive an increase in ROI. This can either by increasing the volume of sales or profit. You are encouraged to look broadly at all areas of marketing that would benefit from optimisation improvement but need to make sure that the proposed improvement plan, and the objective you set for this, fit within the overall organisational strategy. Ie that they are Feasible, Suitable and Acceptable.
You will be required to complete a report for the SLT that addresses the following elements:
Digital Insights
Task 1. Organisation Overview (5 marks)
Provide a background to your chosen organisation, including:
· Organisation name
· Organisation information – to include type of organisation (NFP, B2B, B2C and legal entity), size of organisation, range of products and services, customer base and main competitors.
· Stakeholders – summary of key internal and external stakeholders, recommended to use Mendelow’s Matrix.
· Key customer segment – an overview of selected key customer segment. This should be comprehensive and detailed
Recommended you use the titles provided as subheadings for the organisation summary.
Organisation summary should be a maximum of 2 sides of A4 and must be the first thing presented in Task One. This will not be included in the word count.
Task 1b (20 marks 500 words)
Using the evaluation of findings from the audit of the digital macro and microenvironment of your chosen organisation, assess:
· chosen organisation’s (LOEWE)ability to deal with the impact and influence of opportunities and threats
· chosen organisation’s ability to innovate digitally
· chosen organisation’s ability to create competitive advantage
The audit frameworks should be in your appendix and you should use no more than 4 or 6 pages.
Task 1c (10 marks 250 words)
Analyse the key findings of your audit in Task 1(b) further, to determine the marketing activities that need to be considered in your conversion optimisation plan in Task 2. Clearly Identify and justify the initiative.
Task 2. Digital Optimisation
Task 2a (35 marks 1500)
Develop and justify a conversion optimisation plan for the organisation to support the chosen theme. This should consider:
· The key elements that influence conversion rates
· Conversion objectives for optimisation
· The desired ROI
· Visualisation of the Sales Funnel
· The use and integration of offline and online activity.
Task 2b (20 marks 1000 words)
Recommend ways in which the conversion optimisation plan in Task 2(b) can be measured and monitored in relation to the objectives set, using relevant analytics and measurement techniques.
Task 2c (10 Marks 250 Words)
Gantt chart showing clear start and end dates, and key milestones – should cover roll out comms, launch dates and all project management mile stones including testing.
Should look like this >>>
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Assessment Criteria |
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Knowledge and Understanding of the concept |
20% |
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Evaluation, critical discussion, analysis: Identification and use of a variety of studies & models, with good breadth, relevance and appropriate use of a range of respected and up to date sources. |
20% |
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Examples of application of the concept in different marketing contexts. |
25% |
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Suitability of recommendations and application to the organisation |
25% |
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Communication skills: presentation, professionalism, structure |
10% |
