Digital marketing
PGBM152 Digital Marketing
Assessment Advice Session
1
Introduction
Consultant’s reports for major organizations will often include such things as:
Background and Client’s Profile, the Nature of the Firm and History, Business and Market Environment, Business’s Competition, Firm’s Objectives and Team’s Tasks, the Problem, Methodology *** NONE OF THESE ARE NECESSARY IN THIS ASSIGNMENT ***
2
Introduction
The following is a list of DOs and DON'Ts - all are in either the assignment or the tutorial/guide ... but you can use this a checklist.
DO perform a 'situational analysis' so that you can best advise the case-study organization - but DO NOT include any of this analysis in the report. That is; the report MUST NOT have a 'situational analysis' section/chapter.
DO NOT change any of the stated circumstances or advise any changes to the organization's stated business and/or marketing strategy; e.g. you cannot advise any change of product or price.
DO NOT tell the recipients of the report anything about themselves or their business - they already know, so don't waste words.
3
Introduction
DO make the recommendations in your report specific to the case-study organization, and NOT a generic description of the elements of Internet marketing that are available to any organization.
DO base the recommendations on the plan's key objective[s] as described in chapter three of the third edition of the core text. Your proposed key objective must be identified and justified in the introduction of your report.
DO make your recommended activities [i.e. elements of digital marketing] appropriate to your key objective.
4
Introduction
DO NOT include any costs in the report [the price of a website, for example], however, as any marketing must give a return on investment, the approximate cost of your recommendations must be appropriate to the case-study organization and its resources [financial, physical and human].
DO NOT include any academic references in your report.
DO include a bibliography of all the literature you have used in studying the module and developing the proposed Internet marketing plan for the case-study organisation.
5
Introduction
DO NOT design a website - that is not part of the module. If you decide that the organization should have a website, list the essential contents that should be included on the site by using a website architecture chart as shown on page 126 of the core text - but you do not need to write textual content or show any pictures.
DO NOT refer to other organizations - for example, don't say something like; 'your website should look like that of company X'. This is because that website might be right for that organization, but not right for the one in the case study - and do not include images of any websites.
And finally ... DO NOT treat this assignment as being the same as any other assignment you have completed for any other module - it is very different.
6
Introduction
A GUIDE TO CONSULTANT’S REPORT WRITING
Planning
Before you start, consider -
WHO is the report being written for? [the addressee] This will influence the language / vocabulary / style of the content. Be concise, business reports are read by busy people, get to the point in as few words as possible. Use plain language. Only use terms appropriate to the audience. Do not use emotive language or slang. Spelling and grammar are important to the context of the report. Make the content easy to read by being generous with space; use wide margins and have headings that stand out clearly.
7
Introduction
WHAT is the purpose of the report? [what does the addressee want to know?] Be clear of the objectives of the report.
HOW are you going to present it? [the structure] This can only be determined after ‘who’ and ‘what’ have been established.
Use of theory
In a ‘real-life’ management report you would not make reference to theory. However, you will need to reference the source of any statistics you might use. In this case you must use the standard Harvard referencing system.
8
Introduction
Structure / layout
A well-structured report will have a beginning, a middle and an end. Divide the report into a sequence of headings that will guide the reader through the logical flow of the content. Think of the headings as signposts for the reader. Use main headings, sub-headings and where suitable, paragraph headings. Each should be differentiated by type (e.g., upper, and lower case, bold, underlined). Though neither is essential, the decimal numbering system and bullet points are commonly used in reports.
9
Introduction
Academic title page – the front cover - include module title, module code, my name, your name
Disclaimer Page
Report title page – as if in ‘real-life’ – addressees, report title
Contents page
Executive summary – though it comes at the beginning, this should be written last. It is a brief (250ish words max) statement of the subject matter of the main document.
Introduction – the purpose and reasoning for the report (as per the assignment case study, NOT the academic process).
The main body of the report – consider language / vocabulary / style & structure.
NB A business report would normally end with a ‘conclusion’ or possibly ‘recommendations.’ In this particular assignment, however, neither is required..
10
Introduction
FOR ACADEMIC PURPOSES, YOU MUST INCLUDE A
BIBLIOGRAPHY AT THE END OF YOUR REPORT.
EXAMPLE OF A SIMILAR ASSIGNMENT WILL BE SHOWN.
PLEASE NOTE THIS IS FOR GUIDANCE ONLY AS THE CASE STUDY AND ASSIGNMENT LENGTH IS SLIGHTLY DIFFERENT – THERE ARE HOWEVER MANY SIMILARITIES AND IT SHOULD GIVE A GOOD IDEA OF HOW TO APPROACH THE ASSIGNMENT.
11