Digital Marketing

Master’s in Marketing and Sales

Assignment’s purpose

The purpose of this assignment is to critically apply the knowledge you gained to a practical situation/ case study. This assignment is an ​individual project that will allow you to understand a company/institution’s digital presence and develop critical thinking ability. The purpose is to help you improve your skill to reason through and show your aptitude to find solutions in the management of content hierarchy in a digital communication product. Learning Outcomes This assignment is designed to assess the following learning outcomes: 1. To understand how to deal with practical Digital Marketing problems related to business 2. The ability to use Digital Marketing strategies linking with a company’s business goals/outcomes 3. To help build the skills for your final project Your report structure should include:

● Cover page (title, your name, submission date) ● Each response clearly answered in order of questions ● Reference list (list your sources)

Format: • 500 to 2500 words (approximately 1-5 pages) in Pdf format + max 5 pages for visual elements • Font Arial, Size 11, double -spaced. • You can include graph and slides to show your mock-up/draft of the homepage. ​Maximum of visual elements allowed: 5 pages (ex: Written part doc 1-5 pages + max 5 pages for visual elements). Only pdf will be accepted as a format​. • You should relate Digital Marketing concepts, theories and professional practices where applicable. • A reference list outlining all the sources directly cited in your assignment with the Harvard Referencing.

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Digital Marketing Assessment: Website Analysis

N26 is a German neobank headquartered in Berlin, Germany. N26 currently offers its services throughout various member states of the Single Euro Payments Area and in the United States. Its operations in the United Kingdom have been suspended since April 2020 due to the uncertainties caused by Brexit​.

Observe very carefully the company website and social media channels of the company and describe or answer the following questions:

● SOCIAL MEDIA: what are the social media connected to the main website? How many platforms/channels is the company using? Do you think they are connected in the best way/ are they visible enough?

● BRAND IMAGE: What is the general image that the company has chosen to portray to best represent their products/service, offering/s? Is the brand image cohesive if you check both website and social media channels? What can be improved/is there anything you’d improve or change? Why and how? How well has the company chosen to graphically represent those concepts?

o Logo o Colour scheme o Online graphics o Fonts o Other (promotional items, etc) o Tone of voice

• BUYER PERSONA: Describe the main buyer persona of the company. Who do you think is

their main target? Why? • CUSTOMER JOURNEY MAP: After creating a Buyer Persona, describe the touchpoints of

his/her customer journey map (awareness: the buyer persona visits the website..; consideration: the buyer persona thinks he/she may need a new digital bank account; etc.) following the marketing funnel scheme.

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