EE2617: Marketing and Professional Development

Deadline: 4pm Monday 17th Nov 2014

LEARNING OUTCOMES Tested: (Weigting 1!!"#
Knowledge and understanding, cognitive (thinking skills and other skills!attri"utes#
knowledge $ understanding o% contemporary digital design, marketing $ "randing
theory and practice&
recognition and a"ility to discuss critically ethical and pro%essional issues as they
relate to the marketing o% digital products and services&
general communication, team'working, interpersonal $ other trans%era"le skills&
Resea$% C&lla'&$ati&n and N&ti(i%ati&n
(orm a duo or trio (your )research group)&
*cknowledge the duo!trio+s contri"utions "y sending an email to ,hris&-arvis."runel&ac&uk
with your names / email addresses&
0his research colla"oration is %or in%ormation gathering, critical discussion and evaluation
only& 0he assignment you su"mit must "e authored and written "y yoursel% alone&
1ou may do this assignment alone "ut recognise the signi%icant advantages o% sharing and
evaluating ideas with others&
T& D&:
Unde$ta)e a *a$)eting *i+ e,al-ati&n (&$ a %&sen .$&d-%t/
se$,i%e0
W$ite a $e.&$t &n 1&-$ (indings (a..$&+ 2!!! 3&$ds .l-s &ne/.age
a..endi+#:

Ass-*e tat:
you work %or a digital media design company or 2(3'motion design studio&
,hoose and %amiliarise yoursel% with a (potential client organisation4 one which you think may
o%%er digital design or 2(3'motion (su"'contractor commissions to you& 0he client may, as an
e5ample, "e one %rom
a speci%ic product division!su"sidiary o% a well'known consumer'oriented commercial %irm&
an entertainment!games company
a tourist "oard
a charity or voluntary organisation
4&-$ ai* is t& e,al-ate
the potential client+s "usiness and product'service area
their marketing needs and practices %or this area o% activity
how,through using digital and!or 2(3'motion enhancements in their marketing mi5
approach and communications, they achieve and can improve their marketing success4
position, penetration, customer loyalty and "rand e6uity etc&
4&-$ *a$)eting *i+ e,al-ati&n *a1 %&,e$ e0g0
the competitive nature $ growth!change potential o% the market sector that the )client'
product) is in ' the 7890':;70 conditions etc
your <product'service+s< market position& =imit this to one product'service range only&
the 4:/>: pointers to evaluate the selected product!service+s
o %eatures, ?7:s etc
o actual and potential customer segments
o communication styles, messages and social interactions used and why these appeal
to the segments
o the current promotional mi5 and potential gains %rom new digital marketing e%%orts
o consider the implications o%
place $ placement @ how the product'service is accessi"le to
customers&
pricing strategies
employees and other agents in distri"uting, selling and maintaining
customer'service relationships
the .$&%ess that customers e5perience when "uying!consuming the
product'service& Aow might digital marketing systems add'valueB
add a &ne .age a..endi+ e5plaining an opening %or <winningC a new digital design
contract with the client& ;5plain your design!application idea and what it may contri"ute to
%urther marketing success&
o D9N+0 indulge in idle %antasy or Eust give a list
o e5plain how your suggestion %ills a gap in the clientFs current methods&
o outline your design idea in anticipation o% making a pitch to the client&
o what customer segments will this digital enhancement appeal to and whyB
o G% your client <prospectC likes and takes up your idea, how will you eventually
evaluate its impact and success (the return on investment %or your client&
Indi,id-al s-'*issi&ns 5 (&$*at
use num"ered headings $ sections, page num"ers etc help%ul to a reader4
word'processed on *4 with a minimum 10 point %ont siHe&
No %ancy %onts I No plastic covers& 7taple it simply ' top le%t hand corner4
attach an assignment cover sheet4
,olla"oration means pooling research e%%orts and data NOT authorship& 0he
university+s regulations relating to plagiarism apply ' D9N+0 D9 G0 III& Ji"liographic
re%erences are unlikely %or this type o% report "ut i% you use important data
sources!images etc then declare your sources&
give a word count %or your report (e5cluding the 9N; page appendi5& DonFt
e5ceed the >000 word limit guide (/!' 10K or marks are lost&
G$ades &,e$ 6!"
' will typically demonstrate depth o% e5amination and analysis and creative practicality in the
design ideas put %orward&