Posted: July 1st, 2015

Digital Marketing Report- TaoBao

Report 1

Using concepts, models and theories associated with the effective use of Digital

Marketing as presented in this unit, you are required to critically assess and evaluate

the existing Digital Experience delivered by an organisation of your choosing. This

should include an appraisal of the strategic success or otherwise of these activities,

as observed by you. To be successful in this assignment, you will need to ensure

that you:

• Using supporting data from outside the organisation, provide a brief

description of the organisation and the environment it operates in.

• Describe, with examples and supporting data, what is the Digital Experience

the organisation provides to its customers. This may include the

organisation’s Internet presence, e-commerce activities, social media,

apps/mobile, etc.

• Evaluate this Digital Experience in terms of how well it meets the likely

marketing goals of the organisation and the needs/behaviour of its customers.

Assessment Criteria for Report 1:

Description of chosen organisation’s Digital Experience,: 30%

Good answers will display a true understanding of the organisation, its

environment and the Digital Experience provided to customers.

Mid-range answers will set the scene but lack structure, or have limited

use of examples or sources

Poor answers will be largely descriptive, with little supporting material

or examples.

Use of academic concepts and theories: 30%

Good answers will use models and theories outside of unit

textbooks/lectures, with justifications for choice of models

Mid-range answers will have limited use of models or theories outside

of unit textbook/lectures.

Poor answers will use little or no models outside of textbooks/lectures.

Quality of Analysis: 30%

Good answers will demonstrate clear and coherent application of

theories and supporting materials, with a well-founded analysis of the

organisation’s Digital Experience.

Mid-range answers will show at least some evidence of analysis and

discussion of theories and supporting materials

Poor answers will be descriptive, showing little evidence of any real

analysis.

Structure and clarity: 10%

Good answers will have a clear and coherent structure to the report, be

well-written and formatted, and correctly use Harvard referencing.

Mid-range answers may have some issues with formatting, structure,

writing style and/or referencing.

Poor answers will have serious deficiencies in writing, layout or

referencing.