Assignment: Digital marketing audit of a large company

For the senior marketing management decision-making body of a large organisation of
your own choosing, please develop a digital marketing audit.
Absolute maximum word limit 2,000 – this includes all the title page, graphs, tables,
illustrations and an extensive bibliography. Please do not use appendices. A table of
contents is not required.
Double line spacing, font size 12, please do not write your own name on the paper.
Use a business report type format, concise writing with clear headings.  Original author
created graphical representations are strongly encouraged, but do not merely cut and paste
data analysis from the web.
TurnItIn (our plagiarism software tool) will not count words imported as images, therefore
your word count should be determined by highlighting the whole document in your word
processor and looking at the number generated. There is no need to manually count words.

Marking criteria and recommended report structure
INTRODUCTION
Title page, including accurate word count, student number and assignment title
(20%) Executive summary (Maximum one page, to provide fluent signposting, persuasive
evidence of the process and compelling argumentation of the recommendations)
BODY
(20%) Coherently articulated analysis of the company's digital marketing activities [do not
be overly descriptive. Do not focus on strategic or general marketing strategies; be VERY
focussed on DIGITAL marketing ONLY. Use newly acquired digital theory; do not recycle
marketing theory you learnt on other marketing modules.]  You will not have space to write
descriptive background sections. Do not describe digital marketing theory and tell a
qualitative story of what the company has been doing, but undertake a deep dive of all the
digital marketing activity, use tools to bring out a wide range of pertinent metrics and
interpret them cogently. METRICS driven insight is expected.
(20%) Effective use of a range of practical and theoretical digital marketing concepts drawn
from the module and wider reading are evidenced by accurate and frequent in text Harvard
citations. [Use, do not just explain or describe theory. This means do not cut, copy paste
models and diagrams from the web, but create your own, original analysis that comes from
a synthesis of a multiple sources of information e.g. compare and contrast key digital
metrics of focus company with its near competitors and exemplars.]
SUMMARY
(20%) Summarise managerial recommendations for the senior marketing management
team.  What should the company consider doing differently?  (Maximum one page. This
should be written in an objective management style. Ideas should follow logically from the
body argument and analysis. These ideas should be realistic and SMART implementable.)
(10%) An extensive Harvard bibliography (Demonstrating wide and deep research 3+ pages
for top marks)
(10%) Accurate spelling and grammar with an appropriate academic writing tone

* What defines 'large' ?  For this assignment you should look to find a
company/organisation/entity that has some reasonable marketing funds and widen the
scope of your analysis to go beyond just social media. There is no right or wrong choice of
'large' here, merely a desire to allow you to consider and analyse a more sophisticated
marketing mix.
This assignment is deliberately quite open to encourage you to follow your passions, explore
new areas and present compelling analysis. There is no prescribed format or structure to
follow or execute. Good and great scholarship will shine through and be rewarded.