digital marketing business report
5. Individual Assessment
5.1 Assessment Overview
Develop a digital marketing communication strategy for a real-life charitable organisation or
social enterprise. Completion of this assessment will require desk research into the rationale for
the choice of the selected company and the covered digital marketing topics. There are plenty of
sources both in the library and on the Internet. There is no expectation or requirement for you to
contact the selected company or for conducting primary research. The formal briefing for this
assessment will take place during the lecture on Friday 18th November 2016.
5.2 Assessment Rationale
The individual assessment builds upon the knowledge and skills gained from the first assessment
by asking students to individually develop a digital marketing for a charitable organisation. The
assessment will require creativity, a sound understanding of the organisation and the application
of digital marketing theory.
Whether it’s a charity or a social enterprise, the main goal is to complete a social mission, and to
make a positive difference to the world. Charities and social enterprises both reinvest the
majority of their profits in doing social good, however a key difference is that charities
traditionally aim to fund their social mission through grants and donations, while social
enterprises are funded through their trading activities (selling products or services). For both
types of organisation, sustainability is paramount. You task is to develop a digital marketing
communication strategy that will assist the organisation to continue to do good; efficient and
effectiveness is essential.
· This assessment contributes to 70% of the final module mark.
· Coursework Code: MGT3006 – 2
· Submission deadline: 12:00p.m (noon) Monday 16th January 2017.
· Do not contact your chosen charity, as this will require ethical approval.
· 3000 words maximum.
· The word count includes tables, graphs and diagrams and excludes bibliography/references,
· No more than a maximum of 5 appendices.
· Assessment formatting:
o Font: Times New Roman, size: 12 pt, colour: black
o 1.5 line spacing
o Margins not less than 2.54 cm on left and 3 cm on the right
o All pages should be numbered
ß A correctly formatted (must be Harvard style) reference list and if necessary and relevant,
· This is an individual assessment; it must be original and your own work. University rules
regarding plagiarism and late submissions will be strictly enforced. All assessments will be
cross-checked carefully on Turnitin.
5.4 Proposed Structure
Your answer be in a business report format, this means it must include:
· A title page (includes an assessment title and your student number only)
· An executive summary (300 words maximum, excluded from main word count)
· A contents page
· An introduction
o which must include an objective for your report or the premise of your argument)
o Introduction to topic and brief background of charitable organisation (critical; justify
· Details of the proposed digital marketing communication strategy
o Demonstrates the application of digital marketing theory chosen to your charity
o Provides recommendations of the most appropriate use of digital marketing
o The main body of the work should be broken into meaningfully titled sections that are
logically sequenced and integrated into a structured and coherent argument.