MKG203 Digital Marketing Communications Report Sample

MKG203 Digital Marketing Communications

Context:

In this assessment, you will form groups of 3-4 students to research current digital marketing communication industry practices. Each group will choose an industry sector and analyse the digital marketing communication (DMC) strategies of two (2) organisations within that industry. Each group will submit a written report analysing and comparing the approaches taken by each organisation to DMC. The aim of this assessment is to gain an understanding of current industry practice in terms of DMC and to critically analyse differences in approaches using coursework concepts and additional research findings. You are encouraged to critique or recognize quality strategies based on this research. It is important that you compare and contrast approaches between the organisations’.

To make the assignment more practical connect to the companies through their multiple digital communication channels such as the website, email newsletter (sign up), social media (subscribe, follow, like etc.). This will help you analyse the marketing communications from an end users point of view.

Instructions:

Your task for this assessment is to prepare a report providing:

1. A report introduction.

2. A brief background for each company.

3. A brief summary of each company’s target market, positioning and branding from a digital perspective.

4. An in-depth DMC mix analysis of each company. Critically analyse how each company is (or not) utilising key DMC tools such as website design and conversion optimisation, search marketing, email marketing, and social media marketing (critically analyzing the profiles and the content posted). You must use course concepts and in-text reference essential readings (and other research sources) to explain and justify the strategies chosen and areas they may
need to work on.

5. Comparative analysis - critically compare and contrast the two different approaches taken. NB: You can choose to integrate this comparative analysis into the DMC mix analysis

6. Conclusion

Solution

5. COMPARATIVE ANALYSIS OF DMC MIX

According to the MBA Assignment Expert Overview, From the analysis of the battle of brands with the consideration of the digital marketing mix for Dominos and Pizza Hut, it is evident that the comparison can be done based on the mentions in SEO, social media engagement, influencers, and visual insights. The comparison is shown in the table below,

REFERENCES

Fang, H., & Zhang, Y. (2019, August). Domino’s Shareholder Value Analysis in Australian Market. In 1st International Symposium on Economic Development and Management Innovation (EDMI 2019) (pp. 617-621). Atlantis Press. https://www.atlantis-press.com/article/125915021.pdf

Oskooei, B. F. (2021). Evaluation of Return on Social Media Investment with A Critical Look Over Its Non-Financial Aspect. Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12(13), 4872-4884. https://www.turcomat.org/index.php/turkbilmat/article/download/9661/7368 

Peeroo, S., & Mooznah Auleear Owodally, A. (2021). An Analysis of Communication Strategies of Fast Food Outlets on Social Media in Mauritius. In Progress in Advanced Computing and Intelligent Engineering (pp. 805-815). Springer, Singapore. https://link.springer.com/chapter/10.1007/978-981-33-4299-6_65