INDIVIDUAL COURSEWORK BRIEF:

Module Code:    MANG6517    Assessment:   Individual Coursework   Weighting:  100%

ModuleTitle:        Marketing in the Digital Age

Module Leader:     Carmen Lopez

Submission Due Date: @ 16:00    11" January 2024    Word Count/Duration:   3,000 words

Method of Submission:         Electronic via Blackboard Turnitin ONLY (You are not required to submit a hard copy)(Please ensure that your name does not appear on any part of your work)

Any work submitted after 16:00 on the deadline date will be subject to the standard University late penalties (see below), unless an extension has been granted in advance of the deadline.

University Working Days Late:    Mark:

1             (final agreed mark) • 0.9

2             (final agreed mark) * 0.8

3             (final agreed mark) * 0.7

4             (final agreed mark) * 0.6

5             (final agreed mark) * 0.5

More than 5                     0

This assessment relates to the following module learning outcomes:

A. Knowledge and understanding.

understanding of:

A1. The transformational impact of digital technology on marketing in the digital age.

A2. The continuing importance of customer engagement and the compelling value proposition.

A3. Awareness of ethics and social responsibility arising from advanced technologies.

B. Subject Specific Intellectual and Research Skills.

Having successfully completed the module, you will

B1. Evaluate and apply digital principles and techniques.

B2. Critically analyze and evaluate marketing concepts and approaches.

Having successfully completed the module, you will

C. Transferable and Generic Skills.

be able to:

C1. Demonstrate effective written communication.

be abie to:

Individual Coursework Brief

This Individual report enables you to bring together the research and analysis you have completed to produce an individual assignment for a British brand, Burts (https://www.burtschips.com/). You will focus on the digital marketing strategies used by Burts in the UK.

Your role is to act as a marketing consultant hired by the company to analyse the market and the strategies used by Burts to engage with customers. You then need to advise them on how they could improve customer engagement.

The key tasks involved in developing your assignment are:

1. Analyse and develop an overview of the company/brand.

2. Identify the opportunities and threats for Burts in the digital age.

3. Identify a specific segment to target and create a visual of the persona profile for Burts in the UK.

4. Considering the challenges and threats and the customer persona, evaluate the capacity of customer engagement found in the digital marketing strategies (i.e., content development strategy, customer experience strategy, social media strategies, etc.) used by Burts.

S.

Recommend improvements to the brand's digital marketing strategies to enhance customer engagement.