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1. I need a 2000 word report outlining the current and proposed Digital Marketing Strategy for Coca-Cola and Burberry.
2. You need to refer to the recommended reading in the module guide and evaluate the case company’s digital channels, supplemented with primary research. Appendices may be used sparingly, and will not count towards the word-count.
3. Provide evidence of researching two brands’ digital communication usage.
4. Provide evidence of best practice and shortcomings identified in chosen brands, using concepts covered in class.
5. Evaluate existing digital communications mix with respect to ROI and how it can be measured.
6. Critically evaluate the customer journey.
7. Include well-justified and specific recommendation for improving the brand’s digital communications.
8. Have clear structure and organisation.
9. Show visual creativity and brevity within report and presentation.
10. I don’t need a high score, just about 60 (50 is pass, 100 is full mark).
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